How to optimise your video management to boost SEO

Videos are a vital but often overlooked tool to drive more traffic to your website, but also keep users interacting with it. Not to mention a whole host of other hidden benefits for your business and its online presence.

You can trace the roots of video content management for Search Engine Optimisation (SEO) back to May 2007 when Google introduced its universal search system, where results appear together across a range of formats including video, text, images and so on.

Even though blended search results have been around for eight years now, many businesses have not realised how important video is for SEO. So how can you use it to drive traffic to your website? There are three key SEO metrics to help achieve this. Let’s look at each one in more detail now:

Improved search engine rankings

The Holy Grail of any SEO campaign is to appear at the top of the search engine rankings and, according to a study from research house Forrester: “pages with video are 53 times more likely to rank on the first page of Google search results”. Admittedly, this research is a little old but the argument still holds true – video content improves your search engine rankings.

A number of factors effect search engine rankings but the Google Hummingbird algorithm update rewards content quality over keyword volume is a major influence. To take advantage of this shift in thinking, there are a number of best SEO practices for video that you could implement, including transcribing your video or just keeping its duration short – and the Imagen system is a great way to achieve this through its clip creation tool.

Videos create ‘sticky’ pages

A high bounce rate will harm your site’s search engine ranking, as well as damage your ability to fully engage with your target audience.

A new metric called ‘dwell time’ was introduced to the Google algorithm in 2012, which monitors how long users spend on a site after clicking through from a search engine. The longer the user spends on a site, the more likely the content is relevant to that query and the more clout it gets from Google in terms of a phenomenon known as ‘page authority’.

As the average user’s online attention span is only eight seconds, video is an invaluable tool to lower bounce rates. This can be achieved with accurate and relevant video page titles to give users exactly what they want and to avoid penalisation from Google. Also, make sure your video sits ‘above the fold’ so users do not have to scroll to see your video content, which is usually around the 600 pixel mark on most browsers.

Videos build links

Videos generate a high volume of links through sharing as they communicate useful information quickly and allow people to sample content before committing to lengthy articles.

This means that users are more likely to share video content than any other format. This can be achieved by allowing users to comment on your video and easily share it on a host of social media platforms. Imagen was built with communication in mind,  offering social media features such as comments, embedding, onscreen tagging and sharing via third-party providers.

The Imagen video platform gives users all the tools they need to improve their SEO and have complete control over their content through a branded website. If you would like more information on this, contact one of our team today.

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