Search Engine Journal posted a recent article discussing the importance of online video and incorporating that video into your website or blog. The article entitled, “If You Care about SEO, You Need to Know about Video” was written by Yaniv Axen.
I love the opening Q and A.
"Q: Do you have video on your website?
A: The only right answers are, “yes” or “we will soon.” "
His points are simple and direct. In 2007 Google integrated video into its universal search offering. This leads to websites with video being favored over those without. The result increases their search-based traffic. He further supports this concept with hard numbers. In 2008, only 18% of the top 50 retailers were using video. In 2009, 68% were using video. That is a 375% increase!
The prevalence of online video has changed the way google provides search results. When searches are made on Google, 40% of the time a video is in the results.
After providing the statistics on the importance of video, Yaniv then discusses the six things you need to know when concerning search engine optimization (SEO) and video.
1) Video creation, and especially web video, is not resource intensive as it once was.
2) Embedding a video on a website is insufficient for affecting SEO. Online retailers need to cover their entire product line with videos that match keywords to better target specific customers.
3) Video should not be static. Keep them as up to date so that they are consistently in first place on universal search engines.
4) Don’t stop at the video. The title matters, the description matters, and very important but often over-looked are the metadata and tags. Remember that having the video searchable is of the utmost importance. A video is of no use if it is never found and watched.
5) Videos need sitemaps. Sitemaps aid in publishing information from one central location and make it easier for search engines to find you.
6) YouTube is not just funny pet videos. It’s just that simple. Online video is a powerful way to engage people.
If you follow this blog regularly, then you know that I am nonprofit focused and that this post is more “business” focused. The connection is to replace “products” with your mission. Instead of providing videos about that latest product line, think about a video about your latest update to how you are achieving your mission. How are you changing peoples lives, the community, or the environment. Web video can be used throughout the organization. It is much more than one video on the homepage. Have videos of your events and fundraisers on their own page. Have video testimonials from your volunteers and staff about the work they do. The videos will not only share your story, but they will increase your SEO as well.