Video for SEO Part 2

Posted in Using Video for SEO | 2 comments

Effectiveness of Online Video

In April 2010, Nielsen reported that 72% of Internet users (or about 144 million people) view videos online. This presents marketers with a huge audience to reach.

Nielsen’s study (where over 14,000 surveys were conducted) revealed that video ads run during online full-episode TV programs yield deeper brand impact compared to on-air TV ads.

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Nielsen attributes this to the following:

1)   Data shows that web video viewers are more engaged and attentive to the programs they are watching. Nielsen thinks that this is probably caused by the viewing environment and the oft-required active mouse-clicking to initiate and continue content.

2)   After all these years, online video is still a relative novelty compared to traditional forms of media. As such, people’s interest in online videos is still very high.

3)   Video ads online are less intrusive and users have the ability to skip ads whenever they want.

Although the Nielsen study mentioned above is focused on online video ads, it provides us with a good idea of what online videos can do for your marketing campaigns.

Online video, if used wisely, can be one of the most powerful tools an online marketer can use. As a matter of fact, there is no good reason for any marketer to not incorporate online video in his/her marketing effort.

Take a look at these statistics (compiled by Invodo):

  • Online retailer Living Direct found that videos boosted conversion as well as increasing time on site by 9%. (Internet Retailer, October 2010).
  • Internet Retailer reports that visitors who view product videos are 85% more likely to buy than visitors who do not, based on OnlineGolf.com results. (Internet Retailer, April 2010)
  • Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
  • In tests, merchants such as Archie McPhee experienced conversion rate increases averaging 30%, with a range from 12% to 115%. (Practical Ecommerce, November 2008)
  • According to Internet Retailer, Shoeline.com saw a 44% increase in online sales conversions by using videos to showcase their products. (Internet Retailer, January 2009)
  • Zappos reports a 6% to 30% increases in sales for products with video. (ReelSEO, December 2009)
  • Discovery Channel increased video streams 123% by properly implementing video sitemaps
  • 20% of all males surveyed cited online video as a significant influence in recent purchases of jewelry and watches. (Ad-ology Media Influence on Consumer Choice survey, September 2008)
  • Ice.com found that viewers who chose to view video converted at a 400% increase over those who did not. Ice.com also credits video with decreasing returns by 25%. (Internet Retailer, December 2009)
  • Implementation of video decreased returns by 27% for PFI Western. (Videocommerce.org, December 2009)
  • Simple video merchandising best practices can nearly double the impact of eCommerce video (Invodo research, February 2010)
  • Shoppers who view video at Onlineshoes.com convert at a 45% higher rate than other shoppers, and the site has seen a 359% year-over-year increase in video views. Product pages with video have higher conversion rates than product pages without video. (Internet Retailer, February 2010)
  • Video in email marketing has been shown to increase click-through rates by over 96%. (Implix 2010 Email Marketing Trends Survey)
  • Consumer packaged goods firm Reckitt Benckiser found that online video delivered a 6% increase in in-store sales. (Reckitt Benckiser / Nielsen, May 2010)
  • Rich media ads containing video increase purchase intent by 1.16% and drive success more than four times that of Flash animation. In addition to the increase in purchase intent, video ads appear to increase consumer brand loyalty. Viewers favored a brand 2.30% more when exposed to rich media with a video ad opposed the tiny 0.15% increase simple Flash animation experienced. (DoubleClick, The Brand Value of Rich Media Ads, June 2009)
  • Over 90% of shoppers surveyed found video useful in making purchase decisions, according to a study of Swimwear Boutique customers. (Internet Retailer, October 2010)
  • From July 2009 through July 2010, the number of US video viewers on retail sites grew 40%, outpacing 17% growth in the number of total US online video viewers. 96% of online shoppers also watch online video. (Comscore, August 2010)
  • Video views doubled from 14.8 billion to 33.2 billion between January 2009 and December 2009. 86.5% of all US Internet users watched online video during the month. The average viewer watched 187 videos and 12.7 hours of online video during the month. (Comscore, February 2010)
  • A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009)

In addition, MeFeedia’s study shows that consumers are considerably more engaged when watching video on their mobile devices compared to desktop and laptop computers. Analyzing 125,000 mobile users, MeFeedia found that:

  • iPad users, on average, will stick with a video for five minutes
  • Symbian users for 4.1 minutes
  • Android users for 3 minutes
  • iPhone users for 2.4 minutes

Advantages of Video SEO

1)   According to a recent study by Forrester Research, video SEO is 53 times more likely to produce a first-page search result than traditional techniques.

Elliott writes on his blog on Forrester.com:

On the keywords for which Google offers video results, we found an average of 16,000 videos vying to appear on results pages containing an average of 1.5 video results—giving each video about an 11,000-to-1 chance of making it onto the first page of results. By comparison, there were an average of 4.7 million text pages competing for a place on results pages with an average of just 9.4 text results—giving each text page about a 500,000-to-1 chance of appearing on the first page of results.

2)   Google and other search engines are working to have mixed content types displayed on their search results. Because of this, they are giving a higher ranking to video content than other forms of Web content to make sure that searches are consistently returning mixed search results.

3)   With video SEO, it only takes a few days for results to appear. And some people had been able to get more than 25 percent of their videos to produce first page results.

4)   Search engines can’t find video content on their own, so getting submission right is critical. And that means more control for you.

Two Types of Video SEO

There are two types of Video SEO—hosted and posted.

  • Hosted video SEO pertains to the optimization of video content that is on your site.
  • Posted video SEO is the optimization of video content uploaded or syndicated to video sharing sites (e.g., YouTube), social media websites, etc.

Posted Video SEO

You might be thinking that since Google owns YouTube, it’s probably a good idea to upload your video there.

Well, uploading your video to YouTube does come with the benefit of getting your video indexed into Google’s search engine with less effort than on other video sharing sites/platforms. In addition to that, it also:

1.     let’s you take advantage of a large audience and viral social nature

2.     let’s you take advantage of pre-established authority and rankings

3.     can show up multiple times in the SERPs

4.     works with or without a strong website presence

However, do note that although it will ensure that Google will know that your content exists, uploading your video on YouTube will not guarantee that your video will appear on Google’s search result page.

Another drawback to this is that if your video on YouTube does get ranked in Google’s search results page, people who click on your video will be sent to YouTube and not to your site. This is actually fine if your goal is branding. But if you’re after the traffic, as is typically the case with SEO, this will not be an effective method.

If your goal is to generate traffic from video SEO, there’s no better place to put your video on than your own site.

Hosted Video SEO

When your goal is to generate traffic to your site and your video content, hosting your videos on your own site is the way to go.

Hosting your video(s) on your site offers the following benefits:

  • Control (on-page text, user-experience, action/conversions, brand experience)
  • Better measurement capabilities
  • Generate traffic directly
  • Exposure to related content
  • It can strengthen overall website SEO

In our Members Area we provide a number of tools and tutorials to easily allow our clients to create and upload videos to assist with their online SEO

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