Columnist Wesley Young has a look at the Local Search Association’s newest research about how clients respond to video ads as well as how local businesses can take advantage of this very effective marketing tool.
Definitely, it wasn’t all that long ago we were mentioning about how mobile was developing and the influence it would have within the changing of marketing landscape. Just been there, done that. Thus, let’s think about what the next thing is that will revolutionize the marketplace? There’s a good opportunity it is video. Check Out PinDrill
According to Cisco’s 2014 Visual Networking Index, we see that video already makes up 64 percent of all internet traffic, and by 2019, it’s forecast to grow up to 80 percent of all traffic. About the popularity of video, it has spread to advertising and marketing, as well, with eMarketer estimating that $7.77 billion will be spent on online video advertising in 2015.
It is expected that spending on video advertising is almost double in the next four years, up to $14.38 billion, and about mobile growing at an average rate of 65 percent per year. It is even that the much-maligned desktop will also experience growth in video advertising at an average rate of 11.5 percent each year.
Source: LSA Online Video’s Next Frontier – Local
For this growth, it really extends across all sizes of advertisers. According to the Local Search Association (LSA), they just released a white paper titled Online Video’s Next Frontier – Local, and our research evinces that SMBs’ use of online video in marketing has doubled in the last year alone.
Still, there were just 7 percent of small local businesses with annual marketing budgets which are of less than $10,000 used video last year. In this year, there are up to 12 percent using it. So, it is clear for an increase of 71 percent.
For those SMBs with marketing budgets which are of more than $10,000, thus, there are 37 percent use videos this year, an increase of 131 percent over last year.
Source: LSA Online Video’s Next Frontier – Local
To explain for such rapid growth in video advertising is definitely about its effectiveness. See that if a picture is worth a thousand words, for a video, it is worth much more. With the estimation of Forrester, one minute of video equates to 1.8 million words of text in the message communicated.
We can see that the video effectiveness is more than just volume, obviously. It is even with that much information which is crammed into one message, indeed, consumers remember videos. About the Online Publishers Association, there are up to 80 percent of users who recall watching a video ad in the past month, with a whopping 46 percent of those who takes some follow-up action, for example having a look at for more information or just paying a visit to the advertiser’s website.
Also, LSA’s white paper cites the same numbers. About LSA, it surveyed 2,000 consumers and then found that 44 percent of buyers who viewed an online video while they were searching for local products and services as well. And, 53 percent of viewers who contacted the business after they watched a video, also, 51 percent paid a visit to the business website, and 33 percent of viewers who visited the store. 71 percent of viewers ended up by making a purchase.
Source: LSA Online Video’s Next Frontier – Local
With the performance numbers like these, they help to explain the high satisfaction rates that SMBs have with online video. Also, as a result of LSA’s white paper, it reports that 70 percent of local businesses were really satisfied with the performance of their online video marketing, thus, this is suggested as an area in which marketers can choose to boost their reputation with customers.
Easy for Using
As you can see, there remain some obstacles about using video. Especially, as it is used for small businesses. There are 47 percent of respondents cited lack of budget as an obstacle, and up 45 percent said they lacked in-house expertise in order to create compelling content, reported by LSA’s white paper.
Well, yet technology is really making video ever more accessible, and there are ways for simplifying video production in order to overcome those obstacles. According to Jon Barocas, as a CEO of bieMEDIA, also a provider of online video marketing content, he states that “There is no doubt that the online video production’s price is notably dropping due to the technology that is required for shooting, editing and distributing online video as well.”
It is perhaps that the most fruitful example of low-cost video is Dollar Shave Club’s promotion that went viral. About the cost, the video is $4,500 and generated 12,000 orders within 48 hours. That was about the time of three years ago; the video has almost 20 million views today.
So, while that may be an anomaly as you can see, it surely demonstrates that it is unnecessary for you to have a six-figure budget in order to create a compelling video. And here, you can find several ways that local businesses can keep video production both simple and inexpensive:
Apply simpler video formats. In fact, videos don’t have to be movies with actors and special effects, so just make them to be simple.
- About animation, it is really popular and can be kept simple, also. As below, you can see an example of a video with the using of stick figures.
- For Photo montages, they help to create flow that is without movement, and from still photos, we see that parallax technology can effectively create motion. Then, please have a look at the below video, it was made using only still photos.
You need to keep videos short. A study which is released this year from Microsoft shown that people have shorter attention spans than goldfish and that is just eight seconds. Yet, it is really surprising how much information that can be communicated in a short time via video. Please check out this six-second Vine video from Lowes:
Also, cut the script. Sometimes, you don’t even need a script for it because video communicates so much on its own visually. You can check out this video from Brazilian restaurant as well as bar 512 Espaco Cultural.
With Bundle services. Comprising video with other services bundled, for instance websites, enhanced listings and landing pages can help to keep costs down.
8 Great Tips for Using Video to Enhance SEO
For the best video, it’s even useless unless it can be found, indeed. Well, here you can find some tips for using video to enhance SEO, also get your website as well as your video found.
First of all, video integration. As you know that the presence of video itself influences the most crucial SEO ranking factor that is content. We see that video is known as evidence of quality content, also part of a media mix on a site, it really helps to send signals to search engines your page or site contains rich media that are relevant to search requests. So, it is expected that search engines will continue to show the increasing in the ranking factor of comprising video as clients demand video in search results. Thus, it is obvious that your site will boost page rank if having video on it.
Secondly, keyword labels. They help to supply more information for the search engines in order to support identify your videos as relevant to search results, just as you would label pictures as well as graphics. It is clear that including keywords which are used for text SEO in fields used to describe your video (for example, file names, in titles, descriptions and tags) makes sure that the relevance of your video to search results is obvious to search engines.
Thirdly, video transcript. As you can see, comprising a transcript of the audio portion of your video supports for the aim of improving its findability and adds further support for its relevance to search requests, also.
In addition, video sitemap. In fact, while information that is on your video sitemap might duplicate some of the keyword labels that are used to identify the video, there is no doubt that it is a separate process. To video sitemaps, they are an extension to the general sitemap of your Web property as you can see. For Metadata, that may be customized comprise rating, duration, view count, age appropriateness, whether the video may be embedded and also other very useful information.
Also, host your video on YouTube. As YouTube that is on its own known as the second-largest search engine in number of search queries. In addition, we all know that YouTube is owned by Google. So, you yourself can make a conclusion about what that means, or you can look at this chart, also. Let’s see, while some suggest to host your video on your own website for SEO purposes, still, my conclusion is that in universal search results, videos either come tied with big-name brands or tied to publisher sites as YouTube, ThisOldHouse or AllRecipes. About the case of small local businesses, you can see exposure on YouTube that triggers secondary actions is likely your better bet. And also, you don’t risk bogging down your site with slow load times, indeed.
Moreover, optimize videos for load time. It is the fact that Google tends to consider about page performance in its algorithm. Page load time influences user experience which means it influences SEO. According to Radware, it is clear that users turn away from slow sites, up to 57 percent of mobile users decide to abandon the site after three seconds of waiting. You can check out this useful tip from Digital Inspiration for how to apply an embedded video thumbnail which does not load the video player until the play button is hit.
Furthermore, backlink from your YouTube video. Let’s see, while shares and links to your YouTube video will fail to count as links to your website, but you can create two backlinks from YouTube. So, spend some of your time to create a YouTube channel, and then insert your Web page into your channel profile. And, remember to insert your link in the video description.
Finally, social signals. It is a positive signal to search engines of the value of your content if getting more people to like or view your video. For the reason that this will help to increase the likelihood of your video being found as well as driving traffic to your site.
We can see that video will only continue to develop in popularity and accessibility as well. For consumers who tend to like video, use video and remember video, it is clear that those are all very great components for the achievement of a successful marketing strategy.
Also, it’s really becoming much more affordable as a well as accessible for local businesses. Thus, it’s better if you can make sure to apply video both for the marketing power that it can bring and for its rising importance to your site’s SEO.
About some opinions that are expressed in this article, it may be that those of a guest author and not necessarily Search Engine Land, of course. Staff authors are listed here for your reference.