As technology becomes more sophisticated, so does Google’s algorithm. With each passing day, it gets better at identifying the quality of content. User experience is becoming even more important than link building. And video happens to be one of the elements leading this change.
Of course Google’s algorithm can’t read or contextualise a video. It’s much better at reading actual text. However, Singapore brands are starting to realise that if they want to get to the top of the search engine, using video is the best ways to do it. And here are five reasons why.
1. They Get Favourable Treatment
Most Singapore companies only associate SEO with Google and other search engines like it. However, it’s important to remember that SEO means more than the optimisation of textual content, it’s the optimisation of all online content. And this is why Youtube is considered to be a search engine as well. In fact, it’s the second best search engine worldwide and happens to be operated by Google.
So if you want to get the most out of your SEO strategy, you should consider it in terms of Youtube’s ecosystem. Your videos can help you rank in both Youtube and Google SERPs. What’s more, Google often favours Youtube videos.
The key to ensuring that your videos rank in Google is to optimise them. Use keyword planner tools so that you can include relevant keywords in your titles, tags, descriptions, and metadata. Make sure that your description is at least 200 words and that your metadata offers as much context as possible. Also, keep in mind that just like with any other search engine, you have to create content that is relevant, engaging, and fresh if you want high rankings.
2. They Increase Dwell Time
If a picture is worth a thousand words, then just imagine how much a video is worth. This is especially the case when it comes to forming a connection with your audience. What makes videos such a valuable SEO tool is that they can create a certain amount of engagement. More specifically, they encourage visitors to stick around for longer periods of time. This dwell time is a huge ranking signal. It tells Google’s algorithm that people trust you. And the more time they spend on your page, the more Google trusts you and the higher your ranking.
Even just the mere presence of a video on your website lets most search engines know that you have information that’s valuable. And that goes a long way towards boosting your rankings and
Improving your brand’s reputation. Just remember to monitor the success of each video by paying attention to your metrics. This includes you dwell time and bounce rates.
3. They Lead to Social Shares
The more engaging video is, the more popular it will be. So before you even make the video, you should first consider your goals for the outcome. Ask yourself what type of people would you like to share your video. What type of emotional response do you want your video to provoke? Would you like to make your audience laugh or do you prefer to make them cry? Are you interested in creating something that educates people? Or are you more interested in shocking them? The answers to all of these questions will give you better direction when creating it.
If you already have a significant amount of website traffic and a large social media following, then your video is going to do quite well at getting social shares. But this isn’t to say that social shares are worth more than links. That’s why you should still reach out to other influencers and bloggers and ask them to share the video with their audience in the form of a link.
The good news is, you don’t have to be a professional videographer or movie director to create excellent video content. In fact, you can create a low budget video and still get links and social share if you are addressing the right topic. For instance, you could offer a behind-the-scenes look at your office space or business. You could showcase a few customer testimonials which offer positive feedback about your brand. You could solve a few of your audience’s most common problems. Your company could also advertise the coming of your latest product or service.
They with making a successful video is to be consistent. And make sure that you always remain on topic. Search engines can always tell when you have run out of valuable content, so be creative.
4. They Increase Conversions
If you ask any Singapore business owner what the purpose of SEO is, they’re likely to tell you that it’s to get higher search engine rankings. However, what they really mean is that the purpose of SEO is to increase their onsite conversions. So getting people to your website is only half the battle. The other half is getting them to convert.
Every business has a different objective. Some want people to sign up for their mailing list. Others want visitors to follow them on their social media platforms. Some would like visitors to make enquiries about what they have to offer. And then there are those who simply want customers to make a purchase.
All of these objectives require one thing–the visitor’s attention. And when they first visit your website, you have just a few seconds to get it. There is almost nothing more attention-grabbing than an embedded video. This may not always lead to an immediate boost in rankings, but it most definitely can boost your conversion rates.
5. The Increase Click-through-rates
Have you noticed how often Google updates its search engine with information? From time to time, they will usually offer more information about a website as well as the content that it contains. This information comes in the form of snippets. These rich snippets give users a better idea of what they need to expect before they actually visit your website.
When it comes to video, users can see your video’s thumbnail, the tiles as well as a short description of what it contains. So it’s important that the thumbnail is eye-catching. Well-designed thumbnail images will naturally attract visitors and improve your CTR. What’s even more important is that Google gives higher priority to rich snippets. So you should make your snippet a top priority.
If you haven’t already noticed, video is becoming more and more important with each day. One only has to look at the success stories of Youtube Influencers, Ads from Snapchat and Instagram Stories. Videos are primed to take over the digital landscape. And when you consider how much visibility videos can offer, it’s hard to deny how much of a difference this can make in your everyday SEO strategy.
Not only does it ensure that you make it to the top of the search engine, but also that you are able to form a connection with your audience. Videos give you the ability to engage with them. And most importantly, videos can lead to a significant increase in traffic and ultimately your conversion rates. So why not take advantage of all the benefits that video has to offer in the realm of SEO?