Adding video to your website can help attract visitors, add value, and also improve the site's persuasion.
Over the last few years, there have been huge improvements to the Internet speeds thanks to broadband, the readily available video formats and also the cell phone technology which allows users to take videos and also watch videos easily. This means that we are able to produce videos and consume videos easily compared to say a few years ago. And studies are showing that people consume a LOT of video online. According to ComScore, in December 2009 a total of 33.2 billion videos were viewed online... in one month!
Video entertains and educates
Video is both audio and visual which makes it not only more entertaining but also more memorable. It's no surprise that these days more people watch movies than read novels, and scientists have found that using audio and visual content together makes people retain more than twice as much as when using only audio or visual components. We live in an increasingly multimedia based world.
Video gets shared
Website users share videos more often than they do websites or blog posts. Videos are more likely to be shared by email and the ever popular social media websites.
Videos make a site dynamic
Videos add dynamic appeal to a site by their mere presence. These days website users are overloaded with text information and a video provides a great change from the text. Videos also show that you are more savvy with technology and possibly a leader in your industry.
Video is great for Search engine optimisation (SEO)
YouTube as a search engine
YouTube itself is now the second largest search engine online and accounts for nearly 28% of all Google’s searches. Without video this massive market cannot be reached.
Google own YouTube and have been actively pushing a more multimedia online experience. Google now list video results separately. For an example type “farming” into Google and you will see a section titled “videos for farming”. This effectively means that if you have video content then you have two chances of showing up in any Google search. Either your site or your video could show up independently of one another. That gives you a big advantage when it comes to getting noticed.
Improvements in video search technology
It used to be true that video couldn’t be “read” (keywords extracted) by the search bots, but now it is! YouTube have introduced closed captioning options when a video gets uploaded which means not only is the description indexed (along with the selected keywords), but also every word spoken in the video can be indexed as well by uploading a transcript along with it. This improves your chance of getting to the right people by adding a massive amount of text that can show up on any given search query.
Ideal for new and small sites
Video SEO is also a powerful tool for new and small sites. Normal website results gain strength over time and for their size but video works differently. Google takes no account of how old a video is or its length etc when determining its rank. This gives you an equal footing with more established videos on the results page.
Having videos uploaded to other sites allows you to gain inbound links. Not only can those links be followed to your site but also the fact of having them gives you an advantage with Google pagerank system.
With input from Nathan Hawkins from Insite Media (www.insitemedia.co.nz)
Stay tuned for our follow-up post on how to produce video for your website...
If you already have videos you'd like to add to your website, learn more about how to embed them on your website.