Making the most of video on your website. Here’s how.

We’ve spent quite a bit of time (and copy) on this blog talking about your website as the ultimate content marketing tool. So much more than an online advert for your business, if done right, it can help you connect and engage with your ideal customers over and over again.

There are many ways to create an impactful website – one that is grounded in an inbound marketing strategy aimed at raising your brand profile and business sales. Images have proven to be effective in advertising and marketing to a new generation of consumers (many of whom are happier to swipe through a gallery than read through an article) and, in our increasingly online world, it seems that video is taking up a prime position in marketing and advertising as well. In fact, research shows that by 2019, video will make up 80% of all internet traffic.

Video is powerful because not only does imagery make an impact, the use of a range of images in a sustained narrative has been shown to be more memorable than straight text. People enjoy watching videos, they remember them, and they are eager to share the best ones with their friends. So, when it comes to enhancing one of your biggest marketing tools (your website), it’s worth paying attention to how you can use video to improve your website’s SEO. Quality content is key when it comes to SEO ranking and video is viewed as quality content.

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How to use video to improve website SEO

1. Include keyword labels

Providing keywords to search engines will help link your video to relevant search results. You can do this in the same way as you do for pictures or images – add keywords in fields that describe your video e.g. file names, tags, titles.

2. Supply a transcript

Including a transcript of any audio portions of your video will help to improve its visibility in online searches.

3. Submit your video sitemap to Google

A video sitemap is a text file of useful data about the content of your video. It’s an extension of the general sitemap of your website. Customise metadata such as duration, rating, view count, age restrictions etc.

4. Make friends with YouTube

Owned by Google, YouTube is a massive search engine in its own right. Tie your video to a big brand name like YouTube (and embed it on your own site) and online visitors are more likely to find it and share it. Host it on YouTube and avoid slowing down your site – research shows that users leave slow sites after just three seconds of waiting. And don’t forget to include your website link in the video description to drive traffic to your site.

5. Share, share, share

Sharing your video on social media sites like Facebook is one way to get your clients to share it with their social media circles. And, getting more people to like your video increases your SEO ranking and, ultimately, your site traffic.

Four big tips for effective website videos

1. Keep things professional

A badly shot DIY video can be worse than no video. Rather, get professional help to create videos that work with your brand and cast your business in the best light. If you have a tight budget, consider using simple format videos like animation or still photo montages.

2. Keep it short

Today’s consumer has the attention span of a goldfish. Communicate what you need to in as short a time as possible and keep the message focused and clear.

3. Reconsider the script

Long scripts can pose clarity and budget problems. If you have a script, keep it short and remember that you might be able to do without one if your imagery is powerful enough.

4. Make the content count

In today’s information-rich world, content is what counts. Think about what your ideal customer would want to know and what they would find valuable. Information? Entertainment? Both? The content of your video should offer great value to the viewer, positioning you as an expert in the know.

As expert online marketing consultants, we can help you create a content-friendly website that uses tools like video to engage with your clients. Working with digital design and content experts, we believe in website design that works and can manage every part of your website (and digital marketing strategy) for you. Just ask.

Download our Handbook to learn how we make websites work.