SEO… it’s a beautiful thing. It’s what happens when you create content that is discoverable by the search engines. It’s not only beautiful; it can directly impact your bottom line. Having your company or brand listed on the first page of a search engine results page (SERP) is huge, particularly given the findings by iCrossing that 95 percent of the search traffic to company or brand websites comes from page one of the SERP. 

These numbers paint a clear picture of the important role that organic search engine optimization plays in your marketing mix and why making your video content discoverable is now mandatory. Content becomes discoverable when it has:

• Indexability: Content is indexable if search engines can see it. Google can only see your video if you submit a sitemap with video information to the search engines.
• Relevance: Relevance is a measure of how pertinent your site is to the keywords the searcher is using.
• Authority: Do others value your content enough to link to it?

Most brand marketers understand how to ensure or improve Website SEO. Video SEO is not so dissimilar and, thanks to some recent improvements in search results, video has now become one of the most effective steps a brand can take to improve their website SEO. Here’s why:

Video has now become one of the most effective steps a brand can take to improve their website SEO

It used to be that SERPs delivered only traditional websites. Not anymore. Search engines are now serving up blended or, as Google calls it, “universal” results that include news, photos and videos. That change means that search engine crawlers are now out there looking for all kinds of content and, since there is a small pool of indexed video content, there is a disproportionate bias toward video. Forrester Research estimates that videos, properly submitted, are 53 times more likely to generate a first-page Google ranking than traditional websites. It’s no wonder that Search Engine Watch is calling video a “gold mine for brands.” The time is now.

Enough said.