Retailers have come to realize the growing importance of using videos as efficient tools for internet marketing and conducting SEO campaigns. comScore, an Internet tracking firm, has recently conducted a study that revealed just how significant video has become in terms of content. According to comScore’s latest statistics, approximately 172 million Americans have spent an average of 14.9 hours watching videos on the web in April, while collectively speaking, Americans have engaged in 5.1 billion “viewing sessions” in the same month. Case studies, too, revealed that conversions have increased with the incorporation of videos in SEO campaigns. This alone should encourage ecommerce practitioners and retailers to invest in video marketing as part of their SEO campaigns.
How exactly can video help increase conversions and simultaneously help with SEO efforts? Armando Roggio of Practical eCommerce states 4 reasons why.
1. Good content – With SEO professionals continuously studying the algorithm changes that occur in major search engines, constantly changing SEO strategies to keep up with Google, Bing, and Yahoo!, videos seem to be that one consistent content that is both good and readable, giving search engine users value – the type of SEO which search engines appreciate. Backed by recent studies that prove the increased rate of online video consumption, videos may very well be the next best content to produce good results on search engine pages.
2. More products information – With videos, consumers can acquire more information on products because they can see first hand how the product looks or feels. In a compact way, videos can provide more information in an engaging manner, appealing to the emotions and senses of its viewers. Tutorial videos can help consumers learn how to use products clearly while others can help inform shoppers of new products and features.
3. Build customer relationships – Engaging customers is an important part of doing SEO. Increased customer feedback is a sign that SEO campaigns are effective because it raises brand visibility and awareness towards its consumers. Videos help create emotional connections between retailers or brands and its consumers. Whether the end goal of a video is to assist, tutor, or entertain, the important objective is to build brand-consumer relationships that will result in loyalty and consequently, increased sales.
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4. Ease of use in social media – Sharing online videos is relatively easy, which is how videos can easily go viral – a strategy brands use to market their products. Video content can be easily embedded in consumers’ websites, resulting in more SEO clicks and conversions. With a simple click, users can share and post videos on social media marketing sites such as Facebook, Twitter, and Tumblr for others to see.
Summing up, creating video content that is engaging, good, unique, and entertaining, not to mention easily shared, is one of the reasons why more and more retailers and ecommerce practitioners engage in video marketing. With videos as part of SEO campaigns, it won’t be long until brands witness increase in SEO clicks and conversions.
