When it comes to content marketing, there are three driving factors that give online video content a seemingly unfair advantage in ranking on search results pages:
- Combined search results in the Google algorithm
- Relatively low keyword competition for online video content
- The failure of your competition to properly optimize video content
These create three invisible hands that work together to get your online video marketing content onto the first page of Google search engine results.
Get found online
When it comes to online marketing, there is one strategic objective that trumps 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, Google page one access isn’t 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 first page Google search result by 96%.
Remember, your number one goal is to be found online. If you’re not on page one for the keywords most critical to your business or practice, then you’re invisible to your ideal client or patient when they go online to seek help with the problem you can solve for them.
So let’s briefly explore these three unseen 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 quite simple. Google wants to deliver the highest quality content the web has to offer to the searching public.
With that said, it’s worth emphasizing that there is NO alternative to creating great, original content. Why bother putting bad content on the first page? You may be able to fool the (iffy) algorithm, but you’ll never win over the human being who ultimately has to consume your information and decide to take action (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
- Photos
- Videos
- Shopping/Retail
So, in response to any given search phrase, Google seeks to return a combination of content on each search engine results page.
Google’s desire to combine media formats on the search results page gives online video marketing a huge advantage over text. Without exception, your main keywords will be linked to far more web page results than video results. But Google is looking for video, trying to get that video content on each and every search page.
So there you have the number one invisible hand elevating 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 offer 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 video doesn’t really compete against text!
There is an old joke among hikers. You don’t need to outrun the bear. You just need to run faster than your walking partner!
In this case, you don’t have to worry about outgrowing all text-based content. As long as you beat out the video competition, your chances of appearing on the top search pages are very good.
Video content producers are working within a much smaller competitive pool to achieve a page one ranking relative to almost every other content optimization effort on the web.
Even in a well-defined niche and using a long-tail keyword, you’re 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 flash a big smile. You are about to get ahead of all your competition!
Focus on delivering great online video content and you’ll feel this invisible second hand lift your online video marketing efforts to the top of the search heap.
Lack of optimization
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 competition for space on the top search results pages fierce. .
And fortunately, Google has achieved a high level of sophistication by removing covert strategies that have been used to manipulate search results. As a result, the Internet has become the world’s most open and useful source of information.
The point is that if you are only producing written web content, you better be highly proficient in your SEO skills (or hire someone who is) AND you better produce content that is of the absolute highest quality if you hope to be found. . In the net.
But when it comes to video content, the number of people who have achieved a high level of SEO sophistication is much lower. So not only do you have less competition when you’re working with video, but your competition isn’t doing a good job in their efforts to appear before you on the search results pages.
In another article, I’ll go into much greater detail on HOW to best optimize your video content for the greatest return on your investment in its creation. But proper attention to the use of keywords in titles, tags, descriptions, combined with proper site mapping, search engine submissions and syndicated distribution of your video content will allow you to crush the competition.
So if you learn how to properly optimize your online video marketing content (or hire an expert to do it for you), an invisible third hand will drive your video content to the top of the page.
Conclusion
There are three powerful forces at work, elevating video content ahead of your competition for one of the prized spots on the first page of Google’s search engine results pages. Since being found online is the main result you need to achieve in your online marketing efforts, NO Using video marketing online is like tying a hand behind your back.
Your ideal clients, customers, and patients go online to search for 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 would rather watch than read. So while content is king, video is the 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 set of competitors
The only question is, why don’t you grab your video camera and get busy smashing it with your online video marketing?