So now you have a website video but is it enough?
You’ve paid good money to present your business in the best light possible by using video to tell your story.
However, you must take another step to get the full value for your video outlay, and it won’t cost a cent.
While search engines like Google rate videos highly, giving you a higher page ranking, you still have to do more to get the most of your SEO (Search Engine Optimisation).
While videos are considered content, search engines aren’t clever enough (at the moment) to understand and index the visual and audio component our your video.
Hence the need for a transcript of your video which you need to place on the same page.
MIT studies show that transcripts increase engagement and along with captions increase the completion rate of video from 40% to 80%.
Remember, engagement and user experience are particularly important because Google rewards videos and pages that have longer viewing times.
Along with the SEO benefits there are of course those people who simply prefer to read content rather than watch a video.
It may be someone who is hearing impaired or an office worker who has to have the sound turned off on their computer.
There’s also the situation for people for who English is their second language, a transcript may be preferable for them
I’ve also found, after watching a video, I want to clarify a point. Instead of watching the video from the start and searching for the right spot, I just scan through the transcript, knowing it will have the information I require.
If you have gone to the trouble and expense of a website video take the time to complete the job and you’ll reap the benefits.
As I wrote in an earlier blog, What does Google have in common with..., video is only going to become more important online as Youtube moves towards being the biggest online search engine
The bottom line – Website video is vital – a transcript of the video is the icing on the cake.
A Cisco White paper* released recently says 80% of World internet traffic will be from video within four years.
For businesses and marketers who doubt the power of video this will come as a warning to get on board or be left behind.
All the evidence highlights the importance of using video on websites.
According to the Harvard Business Review, People remember only 20% of what they hear and only 30% of what they see, but an incredible 70% of what they hear and see.
The statistics point to the importance of explainer videos on website landing pages.
A 60-90 second video cuts through. It adds personality and credibility to your website. You can easily demonstrate the products, benefits and services you have to offer.
Videos are more likely to show up on the first page of a Google search, and having a thumbnail of your video on the front page significantly improves your startup’s organic search rankings.
Hubspot graphically details all the benefits of explainer videos.
*Cisco Visual Networking Index: Forecast and Methodology, 2014–2019
If I mentioned the names Archie, Veronica and Jughead what am I talking about?
Now, before you answer cartoon characters let me add vLib and Exite. Nothing?
How about Infoseek and AltaVista? All becoming clearer?
Yes, we’re talking about the original web search engines, extremely primitive at the beginning but improving at break-neck speed.
It wasn’t until 1996 that the all-conquering Google came into being and before we knew it, the contest was over.
There have been new additions, like Bing and MSN, but Google stands supreme. It’s even gone into the lexicon. “Hang on I’ll Google it.”
Google has an estimated 1,100,000,000 Unique Monthly Visitors leaving the next best search engine, Bing with 350,000,000 UMV in its wake.
But, believe it or not Google will soon be overtaken. Not by a traditional search engine but by Youtube.
YouTube processes more than 3 billion searches a month. 100 hours of video are uploaded every minute. It’s bigger than Bing, Yahoo!, Ask and AOL combined.
The clever people at Google saw this coming years ago, in fact they bought Youtube back in 2006 for $1.65 Billion, in hindsight, a steal.
But why are we turning to Youtube as a search engine? Well in simple terms, people are saying “I don’t want to read about it, Show me.”
Instead of wading through a sea of words when we want to research a new fridge or car, we want to see it in action, see how it works or how it performs.
Research tells us if a picture is worth a thousand words then a video is worth a million.
Websites are catching on and more and more feature a video on their landing page and further videos showing the history of the business, how it operates, and their products.
A video can present the human face of a business while viewers can assess the worth of a product without the hard sell.
A website without video is losing ground to its competition who have.
It’s a most cost effective way of staying ahead of the game and it’ll give your page a higher ranking on search engines, which is, I think, where we came in.
Graeme Goodings is a website video producer with Good Innings Media