A few years ago, videos were something you have to dig the internet to find. Back then, search result pages only include links to articles, publications and journals (text only).
But, on May 16th, 2007 Google introduced “Universal Search“ and since then users now get blended results on Search Result Pages i.e.video, PDF, text, images and blogs.
Things have changed over time and blended results have changed the way people search today, but most digital marketers still haven’t figured out how videos can help them hack success on google search algorithm and Google rankings.
I know by now, you are asking – How exactly will videos hack me success on Google search algorithms / Google Rankings? , How does it improve or help my content marketing strategy?
Well, You should know by now that we aren’t going to be discussing any illegal hacks here so please read on for our ideas and guide on a legal Hack J.
Below are Four (4) key metrics, and some best practices that will get your business to the top on Google rankings using videos.
2.Lower Bounce rates
3.Improved SERP rank
A Forrester study in 2009 says “pages with videos are 53 times more likely to rank on the first page of Google search results“. Even though this publication is a few years old now, but the point still remains the same that Google prioritize video results in their SERPs, Just like one of their updates on their Search Algorithm sometimes ago called Hummingbird, prizes “quality content“ over keyword optimization.This update was estimated by Google’s Head of Web Spam, Matt Cutts on September 2013 to have affected over 90% of search queries. It has fundamentally changed the way people use the internet and initiated the shift towards helpful video content in SERPs.
Below are some best practices that can make your videos hack success for your SEO and Rankings:
For video SERP:
Make sure your video is short and less than four (4) minutes duration. The people’s engagement rate falls after 4-5 minutes.
-Make your video snippets (thumbnails beside the video description) very catchy and enticing that users would want to always watch. You can also follow this guide to create a Video sitemap.
-Remember to always transcribe your script because this helps Google and most search engine spiders to crawl your content better for relevance and pick up your pages that contains your videos.
For Higher Click through rates:
–Host your videos on your own domain rather than let you video hosts monopolize all your traffic. But in case you have so many videos that your domain can’t hold, then try to always have a copy of your most viewed/most searched videos also on your domain and always put a link pointing back to your website under the tag or video descriptions as well as at the end of your videos add a screen showing your website URL clearly.
–Always use rich video snippets/thumbnails to entice readers into clicking links to your videos and try using an engaging preview too for your videos.
For Reduced Bounce Rate:
–First, accept that a 50% bounce rate is not bad. It’s normal, but can be improved over time.
-“The Fold“ is an imaginary line mostly around 600 pixels, where users have to scroll in order to see additional contents on your website. It’s advised that you should embed your videos above this point(the fold).
-It’s an act of desperation and betrayal to use deceitful headlines on your videos just to capture users’ attention.This is a common mistake that can make you loose second visits to your pages/website. Rather, try to always use, accurate and precise title that matches the content of your videos.
-Sorry to say this, but it’s worth letting you know that building links to YouTube won’t really help your SEO and rankings directly like people exaggerate.
–Always try to measure up with the big guys’ videos i.e create high quality and professional videos rather than amateur ones. You definitely don’t want to lose traffic to your competitor just because of your video qualities.
–Videos that target niches are very good for you. Try focusing your videos on a single topic and let each video contain useful information about the content which it promotes.
You should now have a good amount of knowledge how much a video or videos can help you hack your way to the top on Google Rankings just by simple but realistic ideas and practices.