Did your Google ranking fall this year? Regain your SEO foothold with video

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Dr. Melody King
Dr. Melody King

Have you noticed a drop in search traffic over the past several months? Many companies have, even after putting tremendous effort into organic search optimization as part of their comprehensive marketing efforts. That's because starting last February, Google has rolled out several algorithm updates. The intent was to separate quality content from spam websites, but the changes adversely affected many credible sites as well. A poll by Search Engine Roundtable found that 40% of respondents saw less Google traffic after the first update, made earlier this year.

If this has happened to you (and even if it hasn't), you can see your traffic numbers climb in no time—simply by adopting video. 

Video is no doubt the future of the web, as it continues to occupy more users' attention. Additionally, unlike other content, videos are indexed into Google's database almost immediately. This creates a great opportunity for you—by putting video on your site you can swiftly raise your company's search visibility as well as forge deeper consumer engagement.

There are two considerations to making video work for you:

  • You need to offer high-quality, relevant video content.
  • You need to ensure that videos are properly indexed.

For many marketers, especially those who have been in the business for a while, the word "video" suggests budget-breaking shoots, lengthy production, costly voiceovers and original music. Thanks to automated video platforms, that's no longer true. Compelling, professional video can be surprisingly cost- and time-efficient.

In fact, marketers can easily create multiple videos showcasing individual products and solutions, so relevant content appears throughout the site. And because video keeps audiences engaged longer—and time spent viewing is weighed by Google—this further boosts search results.

As for ensuring your videos are indexed, simply posting video on your site doesn't assure that it will be found by Google or other search engines. A video sitemap must be properly submitted manually via Google's webmaster tools or through a third-party service. After that, video content is indexed almost instantly and will begin to rise in search rankings. And since thumbnail images appear with video listings, your results are more likely to get clicked.

From audience engagement to SEO benefits, it's clearly time for marketers to embrace video. Here are some steps for how to maximize video's potential.

6 Ways to Win with Video

  • Start at the top. Kick things off with your best products or solutions, then add over time. Make a big impact from the outset and fine-tune as you go.
  • Take it easy. An automated platform quickly creates videos using your existing images, as well as stock photography, snippets from full production video, animated graphics and music. You can also add text and voiceover to complete the experience.
  • Find out what works. Try different music, voices, text, photography, etc., and encourage user comments. You may find that even though you're not into heavy metal or classical music, your online audiences eat it up.
  • Testing, testing. Be sure that if you try different video formats, you do some A/B testing to determine what performs best. For example, in some industries a female voiceover will drive more conversions than a male voice, so test the different options to find out what's right for your customers.
  • Open big. Don't try to tell it all, and don't assume they'll stay till the end. Make sure you have a compelling opening and keep it brief.
  • Call for action. Be sure to include the next step you want the audience to take. Don't leave a sale on the table.
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