There is little doubt that using video content on a webpage can really help to give it the edge in search results.
But simply placing video on a webpage does not guarantee a higher ranking. I hate to break it to you but this is a myth that many people subscribe to, and unfortunately it's not true.
In this blog post I'm going to tell you why this myth has grown and why video is vital to your content marketing success. I'm also going to give you some great tips on how you can effectively use video on your website to better engage with your visitors.
Video content gets people excited
The reason this myth about video content automatically ranking higher has partly come about because of the fact that video generally gets people excited.
The reason video gets people excited is that you can instantly engage with video in a way that you can't with the written word. Through the words used, the mood and motion of the visual content and accompanying sounds and music, you can connect with almost everybody.
Video conversion rates are much higher than for text and still images, which is why people scrambled to get video content onto their websites. Many saw rankings rise and this helped to spread the myth that simply putting video on your webpage would help it rise above standard text only content.
This simply isn't true, but by implementing video content well, you can certainly increase your chances of improving your rankings.
Here is why you must start using video content now
Many people are unaware of the fact that YouTube is the second largest search engine in the world. Not only that, but it is owned by Google. So it doesn't take a genius to work out that by adding content to YouTube and embedding it on your website you can raise your chances of success.
And generally, if you aren't already then you need to get on the video bandwagon as soon as possible. According to Cisco, video content consumption is forecast to rise to 80% of all Internet traffic by 2019. That's massive, and something you simply should not ignore if you want your business to succeed and not get left behind.
So if your content marketing strategy is currently based purely around written content, then it is not future proof. You need to weave video content into your marketing strategy right now.
How to use video content to increase your chance of higher rankings
1. Use YouTube
By using YouTube, rather than hosting your video elsewhere, you can guarantee that your video content will be found by Google.
But it's not just about getting found, it's about building relevance on YouTube, and also driving traffic from YouTube views.
To get the most out of your upload, make sure you do the following:
- Name your video file with your keyword
- Give your video a great title that contains your keyword
- Make sure your video has an engaging and keyword-rich description
- Create your own YouTube channel
- Use descriptive tags and a relevant category
- Turn on and use closed captions
- Use a video transcript
- Add links in the description, back to your website
2. Embed the video content into your webpage
Once you have created your video and uploaded and optimised it on YouTube, the next stage is to embed it into the relevant webpage on your own website.
Once you have embedded video it is key that you surround it with text and images that will help to build relevance and create a truly rich webpage for your visitors to engage with.
Your webpage should involve the following elements:
- Your embedded video
- High quality, keyword (and related term) rich content
- Relevant images with good filenames, descriptions and alt tags
You should also include a video transcript. This isn't difficult to do, you can use a service like SpeechPad to quickly get a video transcript. Not only does this increase the relevance of the webpage itself, but you can use that transcript on YouTube as well.
3. Use video rich snippets and create a video sitemap
There has been a real buzz about using video rich snippets, however many people don't understand how to implement these, or the benefit they bring.
A correctly implemented video rich snippet will give you a great chance of appearing in the search engine results with an image from your video content alongside the standard listing. This will increase visibility and therefore potentially your click-through rate.
Google recommends using schema.org markup, as do all the major search engines. A really easy way of getting the correctly formatted markup you need is simply to visit this site (https://www.sistrix.com/video-seo/) and paste in your YouTube URL. It will then output the code you need to embed in your webpage.
Don't worry if you are using a content management system like WordPress. Simply switch from the visual editor editor to the text editor and paste in the code.
A video sitemap will help the search engines find your video content. It's really easy to create an XML video sitemap, especially if you use WordPress. There are plenty of sites online that allow you to do this, as well as WordPress plugins.
Once you have created an XML video sitemap, log into your Google Search Console account and submit it.
Get on board with embedded video as soon as you can
So, as you can see, it's not difficult to get video content onto YouTube and also embed it on your own website, surround it with great content and in doing so create a unified package for Google to love and rank.
You will obviously need to utilise a solid content marketing strategy to promote your video. This will help to build links to your YouTube video and your own websites content, which will increase the chances of you ranking well. One way to do this is to make sure you promote your video through social media, mainly Facebook, Twitter, Google+ and Instagram.
Video will help you to rank higher, engage faster and encourage people to take action. It's one of the reasons why charities widely used video content online now, it is easier to create emotions and drive action.
Struggling to see how video marketing can be used in your business? Read our article here for some ideas: http://www.skitti.sh/blog/video-marketing