Why do you need video on your website?

By Matthew Weston

Why do you need video on your website? Why do we need good video? Here I aim to take you through a few interesting takes on why you need video and some positive and negative uses of it.

A Forrester Research report has indicated that video is 50 times more likely to appear on page 1 of Google search results than your website is. Why is this the case?

  • Not many companies use optimised video content so competition isn’t high
  • People are drawn to video and therefore Google keeps serving it up.Google owns YouTube.
  • It’s no coincidence that your YouTube videos will appear high on a Google search.

Video SEO has many benefits over normal search engine optimisation

  • Videos are displayed above normal organic search results
  • Videos have to be self submitted to Google meaning less competition
  • Better message can be given in a video
  • Google and many other search engines are evolving and going past the basic web page search to include images, video and other media.

You have a fantastic opportunity to engage with your customers and potential clients with video. You can have your own channel, which as little as 10 years ago was unthinkable. You can use it to show off your products, show who you are and what you’re about, explain what you’re up to and so much more. You can even have fun with it and potentially attract a lot of attention.

Take for example Blendtec, an American based company that makes blenders. They decided to make a series of videos about blending things that you wouldn’t even imagine blending. It was ridiculous but funny. One of my favourites is when they blended an iPad.

In 2012 30% of all Internet traffic is video.  By 2017 Cisco predicts 69% of traffic will be video. With increased speeds, streaming issues will be a thing of the past, even on mobile devices. Like in the late nineties and early 2000’s having a website was becoming a necessity, having a video is now at the same stage.

If your video quality is bad, the story is disjointed or it doesn’t achieve what it aims to through bad execution then you could equally have a negative effect on your brand. Having a video that looks unprofessional may make people think that your product or service is also unprofessional thus causing you damage or not giving the customer a true reflection of what you do.

This post was made possible by reading the following book:

Wuebban, J. (2011) Content is Currency. Nicholas Brealey Publishings. Boston.