Video and the internet
“A great online presence means more than a cool logo, it’s become an orchestrated multi-media performance!” – Ian Hopkinson, MSD
When the Internet was slow, look was less important than performance. Times are rapidly changing. Globally, performance is improving all the time. A great online presence means more than a cool logo – it’s becoming an orchestrated multimedia performance including high quality video, graphics and sound. Your audience has changed as well – search engines care about pictures as much (if not more) than your potential customers do.
We all know Google owns YouTube, however, knowing how to capitalise on it is where things get tricky. With content being Google’s no.2 ranking signal behind links there’s no doubting it’s importance to a solid online presence. Naturally, content has to be of a high quality to have impact but it also needs to be optimised in the first place or the right people won’t find it. This is another area where we are leading rather than following the pack, in properly optimising your video content. We know some clever ways to maximise your Google juice.
“Google loves us – thank you!”
The importance of YouTube
YouTube really is the second largest search engine in the world after Google itself. Each day, people search and watch hundreds of millions of hours of video on YouTube, generating billions of views.
Building a strong presence on YouTube can have a profound impact on your brand reach and provides an incredible opportunity to engage with the millions of visitors that use the platform.
Videos take your content to new heights. Rather than just showing static images to your customers or explaining a complex topic in writing, you can tell a story and provoke emotion. This level of engagement helps to establish a relationship between customer and brand, improving loyalty and reputation.
YouTube also offers you direct SEO benefits in search engine results pages (SERPs). Google strives to show searchers the type of content that is most appropriate for their query. That means some queries will have video thumbnails mixed in with text links within the SERP.
Google knows that for certain keyword queries, there are many people who will find a video explanation easier to understand and more helpful than a standard article. This means a well-optimised video can be displayed prominently on Google, drawing in even more traffic and helping you to establish yourself as the go-to expert.
Once you get people to your video, you also have the opportunity to expand your communication with them. Encouraging people to click through to your brand’s YouTube page, or even to your company website, can turn your brand awareness into concrete site traffic (and ultimately, leads and conversions).
To accomplish these goals, however, you need to attract traffic to your video and get it in front of the right people. Video optimization is the key to achieving this.