SEO FOR VIDEO AND COMMERCE
What Do Video Optimisation Services Do For Retailers?
This is a monumental moment for all online retailers who produce short to mid form video content to take their share of living room audiences alongside B-Commerce (Broadcast Commerce), if you have it already. But as we prove below you have to optimise video content to fit the core values your customer's are searching for otherwise it's not your video search result they'll see and it's not entertaining them in the living room.
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Why Video SEO?
In a recent online video best practises guide from Econsultancy (that features M&S TV) it was emphasised that those in E-commerce should be benefiting a lot more from video search results. You get 50 times the chance to appear on page 1 of search results with videos (source: Forrester) indexed on your web pages, the visibility in search from using video jumps 41% higher than with just text (source: Aimclear) and overall Google search engines are already providing 39% of traffic to video online (Source: Tubemogal).
What Does Video Optimisation Include?
The biggest exposure to short and mid form video content on connected TV's especially is via search (fig 3: Yume). Search results however require webpages to have:
1. Optimised video players on your website,
2. Optimised videos on your website that provide all the necessary video meta data.
This means all commerce webpages on a retailer website can entertain on the big screen. It's scalable too, Adjust Your Set maps videos automatically to search engines, estimating a 28% increase in click through rate from search results with video. In some instances that means an extra 37 suits sold a month at £200 a suit. The cost isn't bad either. It's around £20 a video per month for the basic package of 300 videos.
As Ecosultancy points out: Many retailers already commit very large spends on text based Search Engine Optimisation (SEO) and yet video optimisation for search, video commerce, video conversion rate optimisation and connected TV's are hugely overlooked and barely scratched on.
Video purifies your message and appeals to the 39% of video search traffic from Google whilst improving traffic to E-commerce. What's great about video search optimisation is it rewards long-term and it affects so many other areas such as product sharing and product recommendations and products reviews but overall it's great kit for gaining and converting traffic. If your player have commerce functionality (fig:4) like most of Adjust Your Set's then video highly entertains and centres on providing product information throughout video content.
Optimising For Recommendation Engines
Recommendation engines like YouTube's trial of Moodwall (fig 5) are reaching ever increasing heights of matching search results to emotions and how audiences are feeling (think Buzzfeed).
This is very similar to the recently launched Channel 4seven that compiles the most desired content from the last 7 days of public reactions to content.
Whilst audiences might be recommended content to on mass - there is still an input, a search or a preference being made and recommendations are always going to be done via an algorithm where optimisation is essential. Take the BBC Iplayer for example, you arrive at the player you click the most popular, featured menus or choose your category to see categoric results.
So even if recommendation engines are the future to core living room audiences then it's not the unapproachable space that retailers might presume if you consider that video optimisation is about contextualising the essense of a video's content e.g. emphasising the meaning or message of videos in words or images that can be processed and applied as relevant search or recommendation engine results.
Very often today this optimisation provides a feed such as an MRSS that can be applied and then reapplied to many platforms all at once to create the perfect omnichannel experience for brands to broadcast seamlessly with on platforms such as Google TV, Yahoo TV and Apple TV e.t.c. Not to mention the growth in viewers of short to mid form content occurring by optimising videos for mobile webpages (fig 6: 30% of the UK now watch videos on smartphones and tablets (source: NPD Display search).
How Adjust Your Set Video SEO Works
Search engines connect the fastest to your customers and Video SEO influences these connections as we've seen on a grand scale right into the heart of our living rooms. People buy into 'why' you do things, they buy into the spirit of the 'things' you make because they love your company values and connect easily to your business. So if connecting audiences is your retail objective then Video SEO will help you race ahead in connecting audiences from search engines and drives greater click throughs through shared values.
Video search results have a greater click through and higher appeal to audiences because they visually (fig:7) share more faster. Adjust Your Set helps retailers scale Video SEO by automatically mapping and managing your website's videos with search engines and platforms online. They also raise the profile of video content in search and recommendation engines by optimising for primary/seconday keyword searchers, long tail searchers, thumbnails semantics, enhancing repeat views, utilising transcriptions, boosting video interlinking relationships, syndicating to relevant crowds online, enhancing social video shares and improving IA.
For more information on Video SEO from Adjust Your Set do get in touch with matt (at) adjust your set dot tv. Here's some facts that were missed from this article but worth showing.
- Xbox, Apple TV, Google TV, Yahoo TV, LG, Samsung, Panasonic, Boxee and Roku are now all emerging as leaders of connected TV's (source: Reel SEO CTV Guide).
- 75% of connected TV owners having apps (source: Yume) like YouTube, Hulu, Love Film, Netflix and M&S TV.
- Short to mid form video content is gaining popularity in China where audiences on sites like YouKu are looking for content above and beyond what their Terrestrial broadcasts offer.