All too often, Search Engine Optimization (SEO) is conceived merely in terms of the text on a page that Google “reads” when crawling a website. While title tags, meta descriptions, headers, and written material on a page are all vital for SEO, video content is just as important, and adding video to a webpage can help a lot. Let’s talk about CRO or Conversion rate optimization.
Conversion rate optimization, or CRO, is also quite significant. Both SEO and CRO services work together to attract traffic to a website and then get users to complete the desired action – known as a conversion – and video is an important part of both.
What role does video play in SEO?
And what does it have to do with CRO?
Continue reading to find out!
What Is The Significance Of Video In SEO?
Before you can answer the question “how can video aid SEO?”? You need to know what Google looks for when crawling websites and what goes into their rankings on the SERP (search engine results page). Google’s algorithms consider the quality of a page’s content as well as how relevant that information is to the initial search when determining which websites appear high in the SERP.
Thus, SEO services will typically include adding important keywords to existing material on a website, ensuring that the text is grammatically correct and reads well, and ensuring that there is no duplicate content, as well as generating fresh, high-quality, keyword-rich content, but that’s not all.
Google cares about Video
It’s a widespread fallacy that Google simply looks at the text on a page. In fact, it also scans for other media types like photos and videos to see everything a page has to offer, allowing the search engine’s SERP to be more relevant to consumers. Relevant, high-quality written material is fantastic but relevant, high-quality content complemented by images and videos is even better, according to Google. Sites featuring a combination of high-quality content and images are more diversified and informative, which helps with SEO. As a result, it’s clear that video and SEO share the same relationship as written material and SEO.
But it’s not just about the content’s relevancy and quality. Google also considers how long visitors stay on a page after they arrive. Thousands of people may visit a website every day, but if they just stay for a few seconds, Google will not give it a high ranking in the SERP. It is also self-evident that a website does not offer high-quality material. Consider the fact that people typically read only 20% of the text on a page and scan it rather than reading it completely. This means that including media like video on a website might keep users on the site longer, giving SEO efforts a boost.
Video Increases Engagement Time
It’s important to keep people engaged on your website, and one way to do that is by using video. People are more likely to watch a video than read a blog post, so if you have informative videos on your site, you’re more likely to keep people’s attention. Google pays close attention to how long people stay on your site, so if you have a lot of traffic but people are only staying for a few seconds, it’s a sign that your content isn’t very good and they’re going elsewhere for the answers they seek.
Google also pay close attention to how long people are staying on your site once they finally arrive. If you have a large amount of incoming traffic, but those people all leave after just a few seconds, it could mean that your content isn’t very good and they’re going elsewhere for the answers they seek.
Video, on the other hand, will more consistently keep people on your page for longer periods of time. People are generally more likely to watch a video than read something like a blog post, even if those two things are trying to get across the same core pieces of information.
Why Is Video So Critical To Conversion Rate Optimization?
Users will stay on a site longer if there is more relevant information to engage with. And, in general, the longer someone spends on a website, the more likely they are to convert. Video will not only assist increase traffic to a website, but it will also keep people on the page longer because it provides more stuff to interact with. In fact, 83 percent of video marketers say video has helped them raise the average amount of time visitors spend on their page. Even a video on the landing page of a website can increase conversion rates by 80%!
People are more likely to buy a product after watching a film about it, which increases CRO. This is because people retain more information when they watch a video rather than read it. Because the human brain is programmed to digest visual content 60,000 times faster than words, conveying something vital about your product or service via a video will communicate it to customers considerably more rapidly and efficiently than text.
Still not convinced? Consumers want to see more videos from their favorite companies, and video is by far the most effective sort of content for capturing people’s time and attention. To learn more about it, visit Arista Systems right away!
Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. Desired actions can include purchasing a product, clicking 'add to cart', signing up for a service, filling out a form, or clicking on a link.
Key Performance Indicators (KPIs) are metrics used by marketers to measure the performance of their websites. The KPIs in CRO can be broadly divided into two categories: macro and micro conversions (or goals). Macro conversions are the primary goals of a website. Micro-conversions are the completion of small steps or secondary actions by a website visitor that indicate that they are going to convert.
Examples of macro conversions for SaaS, eCommerce, or any other online enterprise could be revenue, contact us, request a quote, and free-trial.
Conversion rate optimization plays an important role when it comes to online commercial offers. Ultimately, the optimization of a website is about receiving as much qualified traffic as possible. This makes traffic generation the first, key element of conversion rate improvement.
When your conversion rate is high, visitors are more likely to become customers. This is because they found exactly what they were looking for and clicked through to your website.
Conversion rates are important because they show how effective your marketing efforts are. They help you understand whether your website is attracting enough traffic to convert into customers.
The following steps can help you increase eCommerce conversions:
- Simplify navigation
- Use Offers like Fast/Free Shipping
- Showcase Social Proof
- Utilize explainer videos
- Dynamically tailored content
- Try different CTA placements