6 ways to boost SERPs ranking with video
While the beginning of some marketing trends are hard to pinpoint, others are crystal clear. SEO falls into the latter category, with the world introduced to ‘search engine optimisation’ on May 16 2007, aka the day Google unveiled its ‘Universal Search’ function. Today, SEO defines the way the world finds information online. Up until recently, it’s been all about text based content and keywords. Now, a new era of SEO is beginning to emerge. In this article we will tell you how you can boost your SERPs ranking with video.
“No longer just an interesting add-on, video has become an important feature for anyone concerned with SEO, conversion rates, or brand recognition. That’s pretty much everyone, then,”
explains Rob Toledo, a user engagement and bounce rate specialist at Shutterstock.
So how can video marketing galvanise your SEO strategy? Read on as we look at key SEO metrics, and how video can be used to get your site soaring up the search engine rankings.
How to boost SERPs ranking with video
- Did you know that Google SERPs prioritise video results? In fact, a study from Forester found that “pages with video are 53x more likelyto rank on the first page of Google search results.” Why the shift in search results? Thanks to Hummingbird, Google search algorithms now prioritise quality over keyword optimisation. This means that today, Google cares less about whether or not you’ve stuffed your pages with keywords/phrases, and more about what value your site offers browsers.
- Creating explainer videos is a hugely popular way for sites to post useful content that answers questions.
- Keeping videos short and sweet is the key to winning over Google and other search engines. Ideally, videos should be less than four minutes.
- Posting rich video snippets is a clever way to boost page rankings and offer browsers a glimpse at what’s on offer. For more information, check out this guide on how to create a video sitemap.
- While Google is pretty clever when it comes to analysing video content for meaning, text transcriptions still help spiders pinpoint relevant content, and rank your pages accordingly.
- As mentioned before, text can be used to enhance the effectiveness of video content. As well as the video itself, add a keyword rich text caption that spiders can crawl through to identify relevance.
Here are some examples of companies who use video really effectively
HubSpot is a famous Content Optimization Platform (COS). This company has been capitalizing on video marketing for a long time. One of HubSpot’s oldest video is 7 years old! They have videos in every section of their website and use them for many purposes: explaining who is behind the brand, educating customers on inbound marketing and how to use the brand's products. Check out this example explainer video on their YouTube channel.
Zendesk is a software development company providing a cloud-based customer service platform that includes ticketing, self-service options, and customer support features. They are also doing a great job with their video content. They use videos presenting the company, the product and how they work. Plus, their YouTube channel is filled with short training and fun marketing videos.
Example: New Relic
New Relic is an American software analytics company. The company also has a powerful video marketing strategy . They have videos guiding you through every step of the buyer’s journey and fun marketing videos on their YouTube channel.