Why you should include videos in your SEO strategy

Developing a content strategy for SEO is not an easy task and there are many aspects that must be taken into account to achieve a position at the top of the search engines. Not only can content improve positioning, but other factors such as linkbuilding, the use of social networks, the development of a website adapted to mobile devices …and the development of quality video content optimized for SEO is essential.

It is no longer enough to create quality videos, they must be optimized for search engines and meet the needs of users.

Companies must be aware that for content to work, it is not only necessary to provide value to the user, but also to know when to provide it and how to get it to them. For a long time attention was paid only to the written text and the definition of key words. A few years ago you experienced the need to add graphic elements and you saw how the good use of photography helped SEO positioning, but… what is the current trend?

Today’s users want to consume content when they want it, where they want it and in the most graphic and sensory way possible. The boom in audiovisual content has only just begun and will continue to grow in the coming years. According to the Cisco Visual Networking Index, 82% of Internet traffic will be audiovisual content by 2021.

Mark Zuckerberg, CEO of Facebook, has pointed out that in the next five years, more than 90% of the content shared on social networks will be videos. And he knows something about the Internet…

The boom in audiovisual content is not surprising, as the video figures on SEO issues are impressive: click-through rates exceed email marketing in percentages close to 30%, and conversion rates increase by 80% when video content is embedded in a landing page.

The videos also, according to the Cisco report, help 90% of users make their purchasing decisions, and increase the intention to make an online purchase by more than 64%. With all this data… how can we not think of video as fundamental within the content strategy for SEO?

Videos are also more remembered by users than a text or a photograph, which helps to recognize more a brand. It is also more shared than links and texts. According to a Wayfair study, video is shared 1,200% more than links combined with text.

Users want to consume videos and search engines better position video content because they meet the needs of Internet users. However, not all videos help, but it is necessary that they possess certain characteristics: along with quality, which is already taken for granted, attention must also be paid to fun, to the emotional, to the inspirational… or to the educational, if you want to succeed with the video.

The algorithms of search engines and social networks are constantly changing to ensure that it is the easiest websites to use for internet users and those that provide them with the most quality content – and in the formats they demand – that are displayed first in search results.

That’s why companies have to constantly adapt to algorithms to position and maintain their ranking. It is here where the role of video is fundamental and it will be much more so in the coming years. The videos are highly interactive and allow you to reach a larger number of people, as well as establish stronger emotional ties with them.

And all this has to be done without neglecting the optimization of audiovisual content for SEO: including keywords in the title of the video, in the description, in the URL … calling the action of the user, optimizing the format in a matter of time and relevance … If you do well – which is not easy – will undoubtedly allow better positioning, get better leads and, indirectly, increase sales.

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