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Video Conversion and Search Engines (2, 3)

In this article we will cover the second and third components to consider regarding Video Marketing. We will cover the next 2 components in the next series of article(s). 

2. Video - Improving Website conversion

One of the most advantageous ways to use video is for the purpose of increasing your website conversion rates.

Thirty Second Intro

First impressions are crucial. Today’s buyers are educated and have access to a variety of alternatives, so utilizing video to engage them upon their arrival is a vital way to ensure they stick around. Your ‘thirty second pitch’ is an effective way to entice visitors to perform an action such as providing an email address, clicking through to the next page, or even making a purchase decision.

Video Testimonials

Nothing speaks to your business’ credibility and quality like testimonials from other satisfied customers - integrating video testimonies in places where an action is required. This may include forms or check out pages or even an up-sell or cross-sell in the checkout process.

Tips and Helpful Advice

You can engage your prospects and establish more trust and rapport by providing them with the tools and resources they are looking for. If they see value in the free resources you’re providing, they are more likely to see the value in the paid for products and services your company offers.

3. Video - Search Engines

How Do I Get Indexed?

One of the big problems with getting videos indexed is that search engine spiders cannot parse what’s being said within your videos. However, there are some important things you can do to make sure your videos are found by search engines and are being indexed appropriately:

• Titles – Make sure your title is catchy. Consider if your title is interesting or if it may be viral. Include your keywords just as you would for web page optimization.
• Comments – Search engines look at the comments on your video. Videos with more comments may carry more weight, but again having keywords in your comments will be helpful.
• Transcription Service – If you really want to make sure that search engines capture all of your content, then the best thing to do is have your video transcribed into text and accompany your video with the text based transcription. There are automated services available, but it is strongly recommended that a human go through the automated transcription and edit for correct spelling and grammar.

How Can I Rank?

Video content is a medium that often times earns a lot of links and also carries a considerable amount of link juice. Despite its authority over other media, expecting to rank for shorter competitive keywords still may be very difficult. Consider going after longer keywords (long tail keywords) for less competitive search engine results pages (SERP).

Allow Embedding - Allowing people to embed your video will produce more links back to your website, in addition to disseminating your content quickly and further than you would be able to do otherwise.