Developing a content strategy for SEO is not an easy task and there are many aspects that must be taken into account to achieve positioning in the top positions of search engines. Not only with content is it possible to improve positioning, but we must take into account other factors such as linkbuilding, the use of social networks, the development of a web adapted to consumption from mobile devices … (therefore, having the help of a digital marketing agency 360 can be highly recommended) but it is true that the development of quality 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.”
But it is no longer enough to create “quality” content as has been considered for years. Companies must be aware that in order for content to work, not only must it provide the user with value, but also know when to provide it and how to send it to them. For a long time attention was paid only to the written text and the definition of keywords. A few years ago, we experienced the need to add graphic elements and we saw how the good use of photography helped SEO positioning, but … what is the trend today?
Nowadays, users want to consume content whenever they want, wherever they want, 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 study, by the year 2021, 82% of Internet traffic will correspond to audiovisual content.
It is not the only solvent source that has indicated something like that. The own Mark Zuckerberg, CEO of Facebook, has indicated that in the next five years, more than 90% of the contents that are shared in social networks will be videos. And something knows about the Internet …
No wonder the boom in audiovisual content, since the figures of the video in SEO issues are impressive: the rates of “click-through rates” exceed the email marketing in percentages close to 30%, and the conversion rates are Increase by 80% when embedding a video content in a landing page.
The videos, in addition, according to the Cisco report, help 90% of users to make their purchase decisions, and increase the intention of making an online purchase in more than 64%. With all this data … how not to think of video as fundamental within the content strategy for SEO?
As there is still more, the video is also more remembered by users than a text or a photograph, which helps to recognize more a brand. It is also more shared than the links and texts. According to a study by Wayfair, the video is shared 1,200% more than the links combined with texts.
Users want to consume videos and search engines position video content better because they meet the needs of Internet users. However, not all videos help, but it is necessary to have certain characteristics: along with the quality, which is already taken for granted, attention must also be paid to fun, emotional, inspirational … or what educational, if you want to succeed with the video.
The algorithms of search engines and social networks are constantly changing to ensure that they are the most user-friendly web pages for Internet users and those that provide them with the most quality content -and in the formats they demand- which are shown first in Search results
That’s why companies have to constantly adapt to the algorithms to position and maintain their ranking. This is where the role of video is fundamental and what will be much more in the coming years. The videos are highly interactive and allow reaching a greater number of people, as well as establishing stronger emotional ties with them.
And all this must be done without neglecting the optimization of audiovisual content for SEO: including the keywords in the video title, in the description, in the URL… calling the user’s action, optimizing the format in a matter of time and relevance… If done well -which is not easy- will undoubtedly allow better positioning, obtain better leads and, indirectly, increase sales.