Traditionally, the web has always been about text and images. It is only in the last couple of years that internet connection speeds in the Western world have become fast enough, on average, to support large amounts of video traffic. Now that most people can consume video content on a regular basis, however, videos have become an important part of SEO.
Why Use Video Content on Your Website?
There are many benefits to using video content, particularly for business websites. Firstly, Google loves video especially if that video content is shared on YouTube. Since YouTube is one of Google’s own properties, it is featured heavily on the front page of the SERPs. Having a popular video related to a given niche is a great way to catapult yourself up in the rankings.
Another benefit of video content is that it builds engagement easily. It’s hard to build a rapport with words on a page, but body language, tone of voice, and a friendly face are things that most people gel with very quickly.
So, how important is it to have video on a website? The answer is: very important. If you aren’t making videos yet because you are concerned about how complicated or expensive video production might be, then you are missing out on a huge potential ranking, revenue and visitor retention opportunity. You don’t need to spend a lot of money on making videos to impress your users. Even videos with relatively low production values can do well if they are clear, audible and have good content. Your users don’t care how great your studio is they just want to get to know you as a brand and get some value back for the time they invest in watching the video.
Videos Provide A Broader Marketing Strategy
Video content is just one part of a broad online marketing strategy. There is still a very important place for text, infographics and even audio content. Remember that consumers like to be able to access content in a wide range of ways, depending on where they are and what they are doing at the time.
You do not have to transcribe every podcast and offer video demonstrations to go alongside every tutorial, but offering a selection of content is important. Good video content is sticky, good for your SEO and more likely to be shared than text content. Once you learn how to harness that, you will appreciate why videos should be a part of your day-to-day marketing strategy.