How can Video SEO help to drive sales?

Search Engines are now the most effective way to drive proactively engaged searchers to your website.  Since the user is already in the research cycle, the chances of garnering conversion are much higher than other forms of traditional advertising and media.  With that said, SEO services are growing at the speed of light as more and more businesses embrace the value of having a solid SEO plan.  Since Video Marketing is Artisan Media’s primary focus, it makes sense that we share with you the latest opportunities that video brings to your SEO.

In 2007, Google deployed an indexing system (Google Universal Search Feature) that takes into account video content and assigns a ranking value based on specific tags and keyword phrases.  Currently, about 25% of all search results on Google yield video in the result string (Nate Elliott, Forrester Research Group).  Videos are 53 times more likely to appear on the first page of search results than text pages, Elliott found. A study, done by Elliott looked at 40 of the most popular keywords, and found:

"On the keywords for which Google offers video results, we found an average of 16,000 videos vying to appear on results pages containing an average of 1.5 video results—giving each video about an 11,000-to-1 chance of making it onto the first page of results. By comparison, there were an average of 4.7 million text pages competing for a place on results pages with an average of just 9.4 text results—giving each text page about a 500,000-to-1 chance of appearing on the first page of results."

Gary Thompson, President, Go Traffic Interactive says, “With these kind of odds in our favor, video is already becoming synonymous with relevant search results.  In order to truly benefit from video and SEO, a long-term strategy should be deployed that includes creating the appropriate tags for the video and then ensuring the search engines know about it.”  Gary goes on to say that video is “definitely the new wave of SEO, and most consumer direct businesses, such as wineries, have the opportunity to be leaders in their industry.”

Simply stated, as video becomes easier to produce and incorporated into marketing budgets, the next logical step is to integrate any video produced into your SEO efforts.  It will not only drive qualified traffic to your website, it will enhance the user experience, and ultimately assist in the sales cycle.

Dan Chapin

Co-founder, President

Artisan Media