Published January 12, 2010 by Mac Chorlton
For years, many companies have been using simple keywords as their main Search Engine Optimization (SEO) technique to increase website traffic and their rankings in search engine results. But there’s been a lot of talk lately about how Google and other search engines are increasing their use of blended media types (articles, pictures, video, and other content) to provide more relevant search results.
The importance of video in those search engine algorithms is helping many websites that have video content increase their traffic and wind up on the first page of those search results. In fact, according to a recent study by Forrester Research, the use of SEO Video makes you 53 times more likely to end up with a “Page One” ranking on Google. Right now, it’s hard to separate yourself from the pack, because many competing businesses are all using the exact same keywords within traditional SEO. But adding SEO Video to your website helps set you apart from your competitors and increases your likelihood of being ranked above them in search results. Posting non-SEO video to your website, or to YouTube, or to a YouTube embedded player on your site is good start, but it won’t necessarily increase the search engine rank results for your website. In fact, that strategy may actually just create search engine results for YouTube and ultimately send people directly to YouTube instead of your website.
But posting SEO Video to your website is the best scenario of all… Using keywords and key phrases in your video’s file name, the captions, etc. as well as incorporating other traditional SEO techniques along with your video is the best strategy to bring people directly to your website and generate additional traffic. Also, USAToday.com small business columnist Steven Strauss recently wrote an article citing “research indicates that if you have video on your homepage, up to 80% of your visitors will click that first.” That’s right: If it’s an option, 80% of your visitors will be drawn directly to the video on your website as the first thing they want to click on.
So if you plan to add video to your website in 2010, you want to make sure that 80% of your visitors are seeing a high quality, professionally produced video that accurately portrays the message of your business, organization, etc. Of course, that’s one of the most important things to remember as you develop your ideas for incorporating video into your website.