What is the value of adding video to your Search Engine Optimization (SEO) content creation strategy?

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So, I’m taking a Digital Strategy Course at the University of Toronto and during our class last night, my group of six people had to make a two minute video.   Sounds easy…right?

Another way to put this: in 120 minutes we had to conceive a video concept, we had to write a script, we had to shoot the video (we used an iphone 5s), we had to edit and blend in background sound, add the credits (we used Mac’s iMovie) and upload the final product to a YouTube channel that we also created during class.   In short, we had to do everything you have to do to produce and deliver a short video and then present our results to the class. Everything!!   In 2 hours.   What?!!

Digital Strategy, as defined by Wikipedia:   “In the fields of  strategic management,  marketing strategy  and business strategy,  digital strategy  is the process of specifying an organization’s vision, goals, opportunities and related activities in order to maximize the business benefits of digital initiatives to the organization.”

This means using any and all online tools at your disposal for the greatest overall impact on your bottom line; and video has never been easier or more effective at delivering needed impact.

What is the value of adding video to your Search Engine Optimization (SEO) content creation strategy?

  • The video medium allows the video creator to deliver their information and messaging in a format that is most pleasing and easy to consume for users looking for that information. So people love video on their mobiles, desktops everywhere!
  • Another big reason for adding video to your content stream is that search engines like Google and Bing/Yahoo are giving video a higher ranking (all other SEO being equal) and delivering video for search closer to the top of the organic Search Engine Results Pages (SERP’s).

The SERP’s show the user that a search result is video using a thumbnail image and user studies show people are more likely to click on an image link than text link.   Video is more likely to get engagement and you deliver your message most effectively.

From a pure SEO perspective, video can be used to create high value inbound links to your site, which will create more site activities and interactions, leads etc. that you want from your site such direct as shares of that video.

You can use the Video to teach people about something or to encourage a call to action such as “click here for more information” or “Download our white paper” or better still “Contact Us for more information on our products and services”.   Video has shown

In the end, we chose to create a video that was a parody of the classic “make up” video in which a male actor and a lady narrator (classmates) worked together to make fun of an established idea since comedy is one of the best ways to attract viewers.


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