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VIDEO SEO STATISTICS

What are the facts behind Video SEO?

There are many factual articles and opinated views around video SEO marketing, most will name YouTube as the sole traffic provider for video views and they'd be wrong. Video content can index, rank and be found in top Google search results from any website. What's more if you're the Discovery Channel then video SEO increased video streams 123% in 2010 (Discovery Digital Media, 2010).

Your films, stories, video infographics and productions can all receive more views on your own site and your own branded player than you might project. Videos that you own and integrate into your site provide major attention to your products and services; and Including video SEO within your campaign strategy makes it easier to bridge a return on investing in complete video strategies.

38% of Google universal searches include video.

(Comscore - Jan 2008)

Figure 2: A video search result

2008 began with some interesting studies into the performance of Google's 'new' universal search results.

Universal search results began life as search results that included images, maps, videos, listings, ratings and news.

Optimisers, at the time were particularly interested to know more of the tools, techniques and efforts that were newly necessary to drive even more webpage traffic by using a 'new' rising type of search result that quickly became popular.

The internet optimisation industry as a whole looked at the way eyes focused on search results including video thumbnails. Traditional marketers were already familiar with organic, even paid search results but thumbnail images against webpage search results got some website owners hugely excited.

Figure 1: Focal heatmap research on typical eye concentrations in search.

Eye's focus on images, on relevant video thumbnails and not number one paid or organic search results.

(Source: Searchengineland 2008 and SEOmoz 2011)

Video search results have a 41% higher click through than plain text results.

(source: Aimclear)

90% of 2014 web traffic will be video.

(source: Cisco Systems)

Video is 50 times more likely to get organic pagerank in Google than plain text results.

(Source: Forrester)

Following the many research thesis's in 'new' online habits that universal search results were creating; web marketers began to realise that times were'a changing especially as video was announced as a further way to improve dwell time on web pages (source: Microsft) and at just about the time when broadband internet connections were beginning to sweep the country.

Many marketers will be coming around to the methods of getting video found in search results. They may now be relying on YouTube players and pages, or submitting xml video sitemaps of their own. Perhaps even beginning to optimise the potential increases in conversion rate by tweeking all the assets that come with video content.

In video search engine optimisation however the opportunity not to let go of is the need to optimise for recommendation engines as internet users spend increasingly long hours per month on social networks (See figure 3; The UK on average spend 7 hours on social networks a month. Source: Comscore).

Optimising videos to be found quicker, played anywhere and convert to sales easier is the challenge for Video SEO's, especially those interested to help develop audiences and attract visits to client websites.