Videos improve your website SEO

Great little video productions improve your website SEO. 'Little' is the operative word here — our online attention span is small, so short videos are definitely best when engaging your audience in the online context with what you do and what you offer.

Engaging your online audience is powerful: when your audience is impressed with your website content they'll remember it and they’re likely to come back for more, driving more traffic to your website — another plus for SEO for your company's website. 

That videos improve website SEO may be gut instinct — many of us have experienced first hand the power and impression that a well-produced video can offer about a brand, a product or service. But evidence is required to drive the point home for many punters. Statistics can provide the evidence if you need convincing — as long as the research is carried out by a reputable organisation. If it’s stats that you need to be convinced, here are a few compiled by the US-based Local Search Association, a not-for-profit association of companies engaged in local and location-based marketing.

Source: LSA Online Video’s Next Frontier – Local

Source: LSA Online Video’s Next Frontier – Local

Okay, you need to make sure your video is found for it to have effect — to get your message across and for SEO purposes.

SEO is a complex beast that demands attention. Have a look at these 8 tips on using video to improve SEO, compiled by Wesley Young and posted to Search Land Engine.

8 Tips On Using Video To Improve SEO

1. Video integration. The presence of video itself affects the most important SEO ranking factor: content. Video is evidence of quality content, and as part of a media mix on a site, it helps send signals to search engines that your page or site contains rich media relevant to search requests. It is expected that search engines will continue to increase the ranking factor of including video as consumers demand video in search results. So having video on your site will boost page rank.

2. Keyword labels. Provide more information to search engines to help identify your videos as relevant to search results, just as you would label pictures and graphics. Including keywords used for text SEO in fields used to describe your video (in titles, file names, descriptions and tags) ensures that the relevance of your video to search results is clear to search engines.

3. Video transcript. Including a transcript of the audio portion of your video improves its findability and adds further support for its relevance to search requests.

4. Video sitemap. While information on your video sitemap might duplicate some of the keyword labels used to identify the video, it is a separate process. Video sitemaps are an extension to the general sitemap of your Web property. Metadata that may be customized include duration, rating, view count, age appropriateness, whether the video may be embedded and other useful information.

5. Host your video on YouTube. YouTube is, on its own, the second-largest search engine in number of search queries. Secondly, YouTube is owned by Google. You can make your own conclusions. While some suggest hosting your video on your own website for SEO purposes, my conclusion is that in universal search results, videos either come tied with big-name brands or tied to publisher sites like YouTube, AllRecipes or ThisOldHouse. For small local businesses, exposure on YouTube that triggers secondary actions is likely your better bet. You also don’t risk bogging down your site with slow load times.