Google’s Algorithm Change Makes It Even More Essential For Your Business To Use Online Video Marketing

It doesn’t feel like a particularly long time since everyone was being urged to get their business a website. But when there’s now on average two computers per household, having a company website seems like a no brainer.

 And now that pretty much all businesses have an online presence, we’re all being urged to invest in SEO. To some people, this seems like meaningless web jargon, but to those in the know – it’s essential.

Online video marketing, and video SEO, is something we’ve all got to get behind, and now there’s another incentive to really modernise your website. Invest in good online video content and Google will now reward you with a higher placing in related search results.



What’s the importance of SEO anyway?

SEO, or Search Engine Optimisation, essentially means that your website is optimised to rank more highly in organic searches.

For example, if someone is looking for carpet cleaners in Leeds, your website will appear higher on the list of search results the more work you’ve put into SEO.

Here’s another example a little closer to home. If someone is looking for video production in Leeds, or even video production in Wakefield, Bradford or anywhere in West Yorkshire, Stada Media wants to appear in the results.

So, we make sure that our website is relevant to people making those searches – by having lots of content relevant to video production. But also, crucially, supporting our proposition with lots of online video marketing. Just like the video below.

And that allows Google to understand that we are a website relevant to video production in West Yorkshire. And, that we have an engaging, insightful website (well, we think so, anyway!).

Mobile optimisation and videos go hand in hand

As well as videos, Google now takes into account whether or not you’re site is easily accessed and looks good on a mobile phone screen. 75% of internet users don’t scroll down past the first page of search results… Which roughly translates to “if your website is just sitting there and not performing well in Google search results, it’s more than likely you’re not going to pop up on anyone’s radar”.

Once people have accessed your website via their mobile phones, they’re going to be looking for a quick, digestible source of information. That unfortunately just isn’t found in text form. Very few people will be willing to read reams and reams of text, especially on a mobile phone screen when they’re on the go.

The best way to give them what they want is a handy video that tells them everything they need to know, without asking too much of their time and effort. This is where online video marketing and mobile optimisation work at their best together.

So how do you attract users to your website in the first place?

It should come as no surprise that Google also favours sites that have invested in online video marketing. It’s likely that when you search for something, you’ll see at least one video result pop up, no matter what you’re searching for. 

The way this works is that the page containing a video essentially signals to Google that it’s a more useful page than its competitors. Google sees the word ‘video’ associated with the web page, and bumps it up in the search results.

Now, picture this. You have your whole site optimised for mobile. Great! Google is super-happy with your efforts. And you’ve invested in some cool online video marketing ideas. Awesome! Google likes your style. 

You’ve just seen your organic page ranking bump up considerably, and that’s without paying extra for ads. If that seems too good to be true, this is how it’s all going to work…

1. Google’s number 1 page ranking factor is the detection of clicks in search results

So, the more clicks you have, the higher you start to rank overall. Just by having the word ‘video’ in your search result, you can improve your click through rate by an estimated 55%. The more people visit your site, the more your site is made visible to people via google’s page rankings. Essentially, Google is saying “Look at this increasing number of people visiting your website… Here’s the exposure to entice a bunch more.”

2. Google’s number 2 page ranking factor is relevant terms

Your online video marketing is nothing without keywords. The video’s titles and subtitles will act as keywords. This means the more great and useful info your video has, the more likely people are going to find it when they’re searching around that subject.

3. Google’s number 3 page ranking factor is shares 

This should be a no brainer. What does your Facebook timeline look like? It’s full of people sharing videos of cats and people falling off things. And, you often see the same few videos do the rounds a few times a day. Video gets 12x more shares than links or text posts on Facebook. So, just by having video on your site, you’re increasing the chance of your content being shared.

Online video marketing is the key to your website’s success

It shouldn’t surprise you at this point that online presence is absolutely key to the success of your business.

And as we’ve discussed, in 2015, online video marketing’s part in that is HUGE.

But now that so many people use their mobiles instead of computers to surf and shop, it’s time to start visiting the notion that things are changing. With Google actively encouraging people to update their websites and use video, the competition will become fierce.

If you’re rewarded with higher search results just for optimising your website for mobile though (which it should be optimised for anyway), and investing in video (which is a better way to deliver information than text in the first place), it’s definitely worth getting onboard and worshipping at Google’s feet.

Need help with introducing video to your website? No worries. Online video marketing is our speciality. Take a look at our video production examples and then get in touch on the number at the top of this page.

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