Business April 2, 2019 Last updated May 16th, 2019 273 Reads share

How to Use Video Marketing to Improve Your SEO Results

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With 50% of Internet users actively using video to research before buying a product and 80% of consumers saying that they use demonstration videos before making a purchasing decision, you can see why video marketing has become a staple of digital marketers’ strategies in recent years.

Wyzowl found that 83% of marketers felt that video marketing gave them a good ROI and 94% of businesses saw the video as a useful marketing tool.

Simply put, you cannot ignore video marketing.

There are many guides on how to create great video content, but something that I don’t see talked about often is how video marketing can aid your SEO. Your videos are most likely to be hosted on YouTube, but that doesn’t mean that they can’t help you improve your on-page SEO.

Here are some tactics that I like to use when working with businesses. These are four ways that you can use your videos to boost your SEO performance.

Use Video On Your Blog Posts To Increase Time On Page

Despite Google denying that they use any kind of time on page measurement in their algorithms, there has been enough testing to suggest that they do. Keeping people on your blog posts longer can only be a good thing  – don’t always believe what Google tells you.

On sites I have worked on, I like to add a video to help explain what the blog post is about and give people a second choice on how they consume that content. Some users prefer to watch a video over reading, so having that choice improves the quality of the blog posts.

We know that Google is using human raters to help teach algorithms what makes a useful and high-quality page according to the Search Quality Rater Guidelines. Any blog post that has additional types of content is likely to be viewed more favorably by Google – and video is a natural addition that doesn’t take too much time to make. You are improving the page without investing too much time or money.

Use Video On Your E-commerce Product Pages To Improve Their Quality

If you run an e-commerce website, then your product pages are going to be an integral part of your SEO. In a lot of cases, you are likely to be selling the same products as your competitors, so you need a way to help your pages stand out.

After you have written unique descriptions for your products, the next step in improving the quality of your product pages is adding video. As I mentioned earlier, we know that the Search Quality Rater Guidelines are helping Google understand what makes any given page better than another on the web. Video can help your page rank better than your competitors.

What kind of videos can you add to your product pages?

I like to add product “tour” videos to help show off the products and give users a better idea of what the product is and how it works. As with adding video to blog posts, this helps keep users on the product page and lets Google know that you are prepared to add more value than your competitors. Adding value, in turn, helps your product pages rank higher on Google.

It might seem like quite a daunting task to create videos for all of your products, so you need to choose which ones to start with. I usually like to start with the high ticket, high-profit items first. When you see what difference this makes, you can use the data to help get buy-in for creating more videos.

In addition to product “tour” videos, you may want to look at creating unboxing videos, product demonstrations and “how to” videos – anything that will give you an edge over your competitors’ pages.

Scan Your YouTube Videos For Link Acquisition

When you have been creating and uploading videos to your site for some time, one tactic I like to use is scanning YouTube videos for potential link acquisition.

It is quite likely that you will upload these videos to a branded YouTube channel and then embed them on your site. If they have good visibility on YouTube (you can optimize them with a tool like Tubebuddy), then it is likely that they may have been linked to by other sites.

Using a tool like Ahrefs you can look at each of the videos hosted on YouTube to see if they have any external links pointing to them. For the videos that do have links, you can reach out to the owner of the linking domain to see if they are happy to link to the product page on your site that has the video on it.

This video by Brian Dean on Video SEO has 224 referring domains – wouldn’t it be nice to have those links pointing at your site?

 

Over the years I have found that around 30-40% of the people we contacted are willing to swap the link and those links are going to help your product pages rank better than the competition. I have even seen instances of product pages ranking higher than the brand product page.

Use Your Videos To Add More Unique Content To Your Site

We know that more unique content on web pages can help Google understand what the page is about. But have you ever thought about taking your videos and transcribing them to add more words to your page with minimal effort?

Using a tool like a scribe you can get your videos transcribed for minimal cost. Starting at $0.10 per minute (at the time of writing) you can get your video turned into additional written content for your website in around 30 minutes.

Scribe has an 80-95% accuracy rate so when you should only need to edit a little before uploading it to your site. More content, more value for the user and very little time or cost to you – what’s not to like about this underused tactic?

Conclusion

Video marketing is a great way to help your business to grow online and to get the word out about your products. One happy by-product of investing in video marketing is that with very little extra effort it helps both your SEO and CRO.

With the tips that I have just outlined, you can improve the performance of your web pages on Google. By adding videos, more unique content and even using them to help build relevant contextual links you are going to be creating pages that Google loves.

Pages that Google likes are likely to rank higher as this is what users want to see on websites. Useful content ranks higher and converts better, and that is only going to create an increase in revenue for your business.

How have you successfully used video marketing to aid your SEO? I would love to see other examples of using video marketing for SEO in the comments.

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Aaron Agius

Aaron Agius

Aaron Agius, CEO of worldwide digital agency Louder Online is, according to Forbes, among the world's leading digital marketers. Working with clients such as Salesforce, Coca-Cola, IBM, Intel, and scores of stellar brands, Aaron is a Growth Marketer - a fusion between search, content, social, and PR.

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