Video content: A valuable addition to your website

Written on 16 May, 2014 by Evelyn Elsted
Categories: Online Marketing | Tags: content, seo

As an increasingly watched, shared and valued online medium, video offers some great opportunities for your business. Whether you have useful product information, fun facts about your industry or simply something interesting to say, you can utilise video to boost your website's pulling power.

The SEO factor

Videos are typically ranked well by the major search engines, all of which are searching for a wide variety of interesting and informative content for their users. So by including a video on a specialised or underrepresented topic, you could potentially boost your search traffic.

Make sure you take advantage of this potential gain by hosting your video on a trusted platform – such as the Google-owned YouTube – and include keywords in the file name and transcription.

A potential increase in visibility isn't the only SEO gain video content can create. Back in 2011, the Google Panda update began ranking pages based on the duration of their clickthrough – this means pages that can hold a user's attention are deemed more valuable, and studies show that people spend more time on pages with videos.

The sharing factor

Quality video content is also great for sharing and tends to encourage users to do a lot of the work for you. For example, search and internet marketing company Moz discovered that blog posts that included videos were three times more likely to attract incoming links than those without.

If you create a quality video for your business, be sure to make it available through all of your social media channels. Facebook, Twitter and Google+ all make it easy for you to share your video content, so there's no excuse for hiding your hard work away on a seldom-visited page.

Choosing your medium

We are in the fortunate position of having several great video-sharing sites to choose from. YouTube and Vimeo are fantastic for their flexible uploads and easy-to-embed code, but you may also want to consider tapping into the growing power of video apps available on sites such as Instagram.

However, the big winner of last year has to be Vine. This Twitter-owned video platform gives you only six seconds to share your message and there are plenty of businesses that have already shown how well they can rise to the challenge of a super-short ad break.

Urban Outfitters was one of the first success stories, releasing the self-proclaimed 'most important Vine you'll ever see', but Playstation has also enjoyed a big win following it's Vine baseball card campaign for MLB: 13, and hardware store Lowe's has been garnering a lot of attention for its short but useful Vines showing simple life hacks.

Follow in the footsteps of the smartest video campaigns out there and see how you could shine by sharing your most relevant and interesting information on camera.