Video content is a much sought-after content in this day and age where you can get most things fast and on-demand. Around 45 percent of audiences watch over an hour of Facebook or YouTube videos weekly. Since video is easy to consume, can be made readily available, and is a highly engaging source of information, a video has become staple for most websites to rank in SEO.

The rise of the video content will continue to increase, and by 2021, video is projected to make up 82 percent of the internet. There will also be a growing need for different types of video content. Even something as simple as a video resume is in demand, just because a video has been attached to it.

The rise of the video content will continue to increase, and by 2021, video is projected to make up 82 percent of the internet. There will also be a growing need for different types of video content. Even something as simple as a video resume is in demand, just because a video has been attached to it.

Since videos increase a website’s SEO rankings and improve audience engagement, video content has changed most businesses’ marketing strategies and the way they communicate with their target audience.

Content creators now use video SEO to boost traffic and conversions and to outrank the competition. More than 54 percent of consumers want to see more video content from a brand that they support.

Why Video Content is Essential for SEO

1. Video Content Generates More Social Signals

Among other contents, video content carries more potential of being viral. It can attract more consumers and cause more engagements because it is easier to consume much information in less time, is more memorable, and easier to share.

For instance, I would not share a densely worded article with my family, knowing they would not have time nor patience to read it. I would probably find a version with fewer words and more images. But if I can get the same information in a short video, that would be best. That kind of content I would readily share. I home-school, and I do this a lot. I get videos for the topics I want my children to learn more about. I share content that I know will add value to their learning experience, and I find that quality the most from good video content.

It is the same as the consumers. People share content they think would benefit other people, and excellent video content is just easier to take and share.

YouTube leads the pack of video-sharing sites raking in millions of viewers daily. There are other video sharing sites available, some also focusing on a particular niche. There are many channels for video content where audiences of all nature could get their daily video content.

Vimeo.com is a video-sharing platform that is fast-growing and attracting 130 million visitors monthly.

Dailymotion has a traffic of 100 million visitors daily and is particularly popular because of easy-to-browse video content through tags, categories, channels, or user-created groups.

Twitch, whose popularity is among gamers who stream their gameplay, sees around 100 million daily visitors monthly.

Social media platforms like Facebook, Instagram, Pinterest, and Twitter are other channels where video can be shared. Facebook and Instagram’s “stories” is a hit with consumers, who can show snippets of videos available for 24 hours, to highlight events from their day. User-generated content (UGC) is on the rise, which made IGTV, Facebook Live, YouTube Live Streaming, and even the phenomenal TikTok become even more popular. In fact, brands are using TikTok as well for brand promotion.

YouTube Video creators can also monetize their video content through the platform, and through Facebook video monetization, and IGTV.

Twitter has jumped into the video content bandwagon. It now has Twitter native videos where users can create and share video content. But just as Twitter only allows limited-character tweets, Twitter native videos are limited to duration of  30 seconds only.

2. Conversion Rates Improve with Embedded Videos

Conversion rates are greatly improved with embedded videos. Videos help establish consumer trust through, more evident when the face behind the brand is seen more often in the video content. Businesses now include videos of reviews from customers and peers to increase consumer trust. But UGC video testimonials are also raving, and some brands would sometimes revolve an entire campaign on UGC videos.

Jimmy Fallon, a famous talk show host, encouraged the viewers of his show, The Tonight Show, to compete in his #tumbleweed challenge on TikTok.

Jimmy Fallon

Since consumers trust more the opinions of people from their inner circle (family, friends, and colleagues), good customer reviews increase SEO rankings. Kissmetrics statistics show that 25 percent of search results for the top 20 largest brands of the world are links to UGC or user-generated content.

Another excellent example of a video content campaign that involves UGC is the 2013 Sainsbury ad, “Christmas in a Day.” Users were encouraged to send their video around the Christmas holiday. Sainsbury also released a series of short ads made up of video content from its users.

video content campaign

This kind of storytelling through persona association where real people are telling their real stories on behalf of a brand is best achieved with video content.

Almost every company has customers that are willing to give a testimonial video. Here is a video from Film School for Marketers giving tips on how to get genuinely memorable B2B customer testimonial video content.

testimonial video

Video testimonials that are done right can generate engagements and drive sales conversion up. Engagement increases by 28 percent when there is a mixture of user-generated and brand-authored product videos and content.

Start-ups can utilize this video content SEO strategy to boost their credibility quicker than usual and establish a human connection with their target niche much faster. Even if you may not have a multimedia team as big companies do, you can get hassle-free video editing software and start editing videos like a pro. You can even begin by simply using your smartphone to take snippets of your company and what you do.

For example, if your brand is all about baking, then you need to include behind-the-scenes snippets in your stories and posts. You can take short of videos of cakes being delivered right at your customer’s doorstep, so people quickly see on your page or your social media account that you provide. This way, they would not have to go through your site just looking for that information. They see it right away. The power of video is remarkable that even small inputs like 30-second videos done daily can mean a lot for your business.

3. Video Content Improves SEO through Keyword Strategies

Even video content has keywords. You get it from the title, tags and slugs, video transcripts, captions or subtitles, and transcriptions. Here are some examples of what video captions and transcripts look like:

Video Content Improves SEO

For your main keywords to appear on the captions, you need to make sure they get naturally mentioned on the video adequate times. Google and YouTube automatically transcribe video content. But several things that can go wrong with auto-generated captions.

Video content creators

Video content creators then must provide their transcription if they want to be sure that transcription on their video is accurate.

There are other ways to insert keywords into video content. This lyric video, for instance, can also have its lyrics on the video description, and not just on the captions:

keywords into video content

You can also provide foreign language subtitles, so you know that your video will be translated well. If not, your video will get auto-generated translations, which may not be on point every time.

Video captions also enhance the mobile experience. There are times when your audience must watch and read altogether, like when they are on a crowded train.  Captions allow your audience to keep watching the video on mute while they read the captions.

So, make sure your captions do not cover the screen on any screen size. Captions are usually located on the lower third area of the screen, so it is unobtrusive to your video content. Make sure that it is also readable, or else your audience will not be able to make use of your captions. It is a great way to view your content without losing your message. Video captions also help hearing-challenged viewers to consume and enjoy your video content.

All these helps insert keywords strategies even in your video content for search engines to index, just like you optimize your web content, blog posts, articles, and press releases.

4. Include Metadata to Your Video Content May for Better SEO

Metadata is also better if you do not leave upon search engines to auto-generate. Since consumers trust organic results more than paid ads, it is essential to use whatever leverage you must make your content searchable.

A meta description is that description underneath the page title that appears on SERP. Metadata, meta description, and meta title further optimize your website, and it does the same for video content.

5. Include Video Sitemaps to Increase Index Factors

If your webpage has substantial video content, include a sitemap to help your readers easily find them, and for search engine bots to index them well. It is a text file containing relevant information about your video content like the title, subject matter, runtime, and the intended audience.

With a sitemap, your video becomes more understandable for Google. That is key if you want to be precisely connected with the right audience.

6. Link-Building Strategies Go Well with Video Content

Always add a simple URL in your video’s description and video channel information. This practice boosts SEO ranking and counts as referral traffic when audiences click on the link.

The more your video content gets clicks and shares by readers, bloggers, vloggers, and even other websites, the better. The activity your video generates improves brand recognition and customer engagement, helping your link-building strategy.

Even if you post your video content outside of your website, other video hosting platforms, the views it gets, and the engagements that happen around it will boost your overall SEO. Provide a direct link for your visitors to your website by placing a link on your video description.

7. Videos Increase Your Website’s Core SEO KPIs

Having video content on your website improves Key Performance Indicators (KPIs). Strong performance metrics improve your authority and also your SEO rankings. Videos SERP results increase click-through rates because it is more attractive than text-based listings. So, the more you progress, the SEO-ability of your content, including your videos, will increase your chances of landing on the first page of search engines.

Conclusion: Use the Power of Video Content to Good Use

When you incorporate video content into your marketing strategies, improve its success, and helps you tell a better story to your audiences. You can use videos to pass information, make difficult things relatable and understandable to the masses, especially at a time we live in now where people constantly need information as we battle a pandemic.

With videos, you can influence people’s decisions, teach a lesson, and communicate what your brand has to say. That is powerful, and that is something responsible brands need to be accountable for.

You leave a better memory imprint. The power that content creators have in their hands should be handled with responsibility. Influence for the better, to improve people’s lives, and to communicate information that serves people’s need.

Author Bio:

Mayleen MeñezMayleen Meñez

Mayleen Meñez worked for seven years in TV and Radio production, and also as a Graphic Artist/Editor. Finding her true passion, she devoted 15 years in NGO and community development work, where she experienced being a coordinator and teacher, travelling both in the Philippines and countries in Asia.

She homeschools her three kids and reinvents Filipino dishes in her spare time. Writing has always been a hobby and pursuit, and she recently added content writing with Softvire Australia and Softvire New Zealand up her sleeve, while preparing for her next adventure in the nations.