When it comes to content marketing, there are three determining factors that give online video content a seemingly unfair advantage in ranking on search results pages:
- Search results combined in Google’s algorithm
- Relatively low keyword competition for online video content
- Your competition’s failure to properly optimize video content
These create three invisible hands that work together to bring your online video marketing content to page one of Google’s search engine results.
To be found online
When it comes to online marketing, there is one strategic goal that surpasses all others.
First, it must be found online.
All the great, expert content you have to share means nothing if your target market never gets a chance to experience it. And let’s face it, accessing page one from Google is not getting any less competitive for keywords that bring benefits to your business or practice.
Online video content is your secret marketing weapon.
According to Forrester Research, properly optimized video content increases the likelihood of a Google search result on the first page by 96%.
Remember, your number one goal is to be found online. If you are not on page one for the most critical keywords for your business or practice, then you are invisible to your ideal client, client or patient when they go online to seek help with the problem that you can solve for them.
So, let’s briefly explore these three invisible forces that will help you get found when you harness the power of online video marketing.
Combined search
Google is always evolving its search algorithms, but its goal is actually quite simple. Google wants to offer the searching public the highest quality content the web has to offer.
That said, it is worth emphasizing that there is NO alternative to creating great and original content. Why bother putting poor content on page one? You may be able to fool the algorithm (dubious), but you will never win over the human who ultimately has to consume your information and decide to act (or NOT).
In an effort to give people what they want, Google clearly understands that the web is made up of many different types of content:
- Websites
- News Articles
- Blog posts
- Images
- Videos
- Purchasing / Retail
So in response to any given search phrase, Google searches to return a combined mix of content on each search engine results page.
Google’s desire to combine multimedia formats on the search results page gives online video marketing a huge advantage over text. Without exception, your top keywords will be linked to far more web page results than video results. But Google is looking for videos, trying to bring that video content to each and every search page.
So there you have the number one invisible hand that elevates your online video marketing content ahead of the vast majority of text-based web content.
Decreased level of competition
Due to Google’s efforts to deliver combined search results, the competition for visibility is divided. Text-based pages face other text-based pages. Video content is compared to other video content. But keep in mind that the video doesn’t really compete with the text!
There is an old joke among hikers. You don’t need to outrun the bear. You just need to outrun your hiking buddy!
In this case, you don’t have to worry about getting past all text-based content. As long as you outperform the video competition, your odds of hitting the top search pages are very good.
Video content producers are working within a much smaller competition group to achieve a page rank of one relative to almost any other content optimization effort on the web.
Even in a well-defined niche and using a long-tail keyword, you are competing against a minimum of thousands to tens of thousands of text page results, but only tens to hundreds of videos. In fact, for many keyword phrases in many professional niches, video content may NOT appear in search results.
If that’s an important keyword for your target audience, you need to get out your video camera and put on a big smile. You are about to get ahead of all your competition!
Focus on delivering great online video content and you’ll feel like this invisible second hand elevates your online video marketing efforts to the top of the search pile.
Do not optimize
When it comes to the text that makes up the majority of content on the internet, search engine optimization (SEO) has reached a level of maturity and development that makes the competition for a place on the top search results pages fierce. .
And fortunately, Google has achieved a high level of sophistication by eliminating the clandestine strategies that have been used to manipulate search results. As a result, the Internet has become the most open and useful source of information in the world.
The point is, if you are only producing written web content, you better be very proficient in your SEO skills (or hire someone who is) AND you better produce content that is of the highest quality if you expect them to find it. . In the net.
But when it comes to video content, the number of people who have reached a high level of SEO sophistication is much less. So not only do you have less competition when you’re dealing with video, but your competition isn’t doing a good job in their efforts to appear before you on search results pages.
In another article, I’ll go into much more detail on HOW to best optimize your video content to get the most return on your investment in creating it. But proper attention to the use of keywords in titles, tags, descriptions, combined with proper site mapping, search engine submissions, and syndication of your video content, will allow you to crush the competition.
So if you learn how to properly optimize your video marketing content online (or hire an expert to do it for you), an invisible third hand will bring your video content to the top of the page.
conclusion
There are three powerful forces at work, elevating video content ahead of its competition to one of the prized spaces on page one of Google’s search engine results pages. Since being found online is the main result you should achieve in your online marketing efforts, DO NOT Using online video marketing is like tying a hand behind your back.
Your ideal clients, clients and patients go online to seek solutions to the problems they are experiencing, the problems that you are highly qualified to solve with your products and services. And Google has clearly understood that many people prefer to watch rather than read. So while content is king, video is king of content.
If you use online video marketing, you will immediately benefit from:
- Preferential treatment by Google
- A lower level of competition
- A less sophisticated group of competitors
The only question is, why are you NOT grabbing your video camera and dealing with smashing it with your Online Video Marketing?
