Google is getting more and more sophisticated when it comes to differentiating between high and low quality content. Traditional SEO tactics such as link building have been replaced with an emphasis on creating the best possible user experience, and video content has been right at the heart of this change in approach.
Although a video is processed by Google’s algorithm differently than a page of text, it’s still a hugely powerful tool when it comes to climbing the search results pages. Don’t believe us? Take a look at 4 reasons below.
1. The YouTube Factor
It’s sometimes easy to forget, but YouTube is a search engine. In fact, it’s the second biggest in the world (and it’s owned by the first biggest.)
Optimising your videos to rank higher both on Google and within YouTube’s own search results pages is something you can and should do. Unsurprisingly, Google favours YouTube content within the SERPs, so get it right on the video platform and you may see that traffic starts to pick up from traditional search too.
Ensure your videos’ titles are optimised with high ranking keywords, that your description is at least 200 words and sprinkled with keywords and that your metadata offers as much contextual information as possible to help your videos get discovered by the right audience. Of course, if you aren’t creating high quality, fun videos to begin with, your SEO efforts are likely to fall flat so focus on engaging content creation as a first priority.
2. The Role of Dwell Time
More powerful and immediate than text or even high resolution images, a well produced and carefully planned video can help you build your brand and drive bookings by getting guests itching to experience a holiday at your hotel.
And from an SEO point of view, this is very important, because the amount of time people spend engaging with your website is a significant Google ranking signal. The more time users spend on your site, the higher your authority with Google.
Not only does video content encourage guests to spend more time on your website, even the sheer presence of a video can signal to Google that your website contains engaging and helpful information that is worth ranking highly. That’s not to mention the obvious fact that the longer people spend on your website, the more likely they are to explore other pages and ultimately, book.
As part of your SEO strategy, we recommend that you keep an eye on metrics like bounce rate and time spent on site to help you monitor increases after uploading new video content onto your website.
3. The Boost In Bookings
True, SEO is all about climbing the rankings, but its ultimate end goal for any business is to increase onsite conversions. Getting more online travel shoppers to your site is only half the battle. Your next task is to convert more of them into guests, which is where video comes in.
Depending on your hotel’s marketing goals, you might use video to drive mailing list sign-ups, encourage social media interaction, or simply to show off your great location and facilities so they go ahead and book. When a new visitor lands on your website, you have just seconds to get their attention, and this is where high quality video content can make a powerful impression.
4. The Increase In Click-Through Rate From Rich Snippets
Rich snippets are Google’s latest way of enhancing the SERPs to provide a better experience for its users. They give searchers a glimpse of what they can expect to see on your site before they make the decision to click-through. Google will typically display the thumbnail of your video, along with its title and a short description.
The search company is giving over more and more on-page real estate to rich snippets, which have been proven to generate higher click-through rates.
The bottom line: if you have a video on your site, choose an eye catching thumbnail, and use rich snippets so guests can preview the content in the SERPs and be inspired to click-through.
The importance of video as a marketing tool shows no sign of waning. Used wisely, video content will boost your hotel’s online visibility in the SERPs, increase traffic and drive conversions, making it one of the best digital tactics you can invest in this year.
How is your hotel using video marketing? Let us know in the comments below!