Over the last few years, video content has become more popular within businesses. It’s now easier than ever for your home services business to create high-quality video content using simply your iPhone or Android cellphone camera without having any videography experience.
With this influx in video content, Google has now identified that ranking your HVAC, plumbing, roofing, or electrical website is not only about the content and links on your website. It’s about creating other forms of content, such as videos, to help drive traffic to your website.
If you create and use videos in the right form, this media can be a beneficial tool for your home services business to move up the SEO ranks.
We’re going to walk you through a few specific ways videos can help boost your SEO, leading to more clients for your home services business.
What Is Video SEO?
The process of planning, organizing and creating a video can be a large task on its own, but why do all of this work without seeing some level of return on it? Without proper video SEO, all of your hard work will unfortunately never be seen by users' eyes.
In short, video SEO refers to optimizing the content around your video so people can find it when they make searches on Google and other search engines.
Effectiveness of Video
Not only is video a great tool to use from an overall marketing and SEO perspective, but it’s also becoming a staple of how people consume content. The constant rise of digital devices makes it that much easier for people to access information about the home services you offer. In 2019, video viewership in Canada reached 67.2%.
Not only that, but marketers have had great success with using video content as part of their efforts. According to Invisa, a website is over 50 times more likely to appear on Google’s first page if it comes with a video. Creating video content does not require any magical powers either. All you need is a camera and your choice of editing tool to get started.
Can Videos Help Organic Visibility?
Think back to the last time you searched for “Why is my sink clogged” or ``Why did my furnace stop working.” How many videos appeared on the result page? Probably at least one. This is because our eyes are becoming trained to immediately look for videos to better describe plumbing, heating, or other related issues. To ensure you stay ahead of the pack, here are the different ways video can help with your website’s organic visibility:
Google Always Tries To Display Videos
For whatever search query someone may have about HVAC systems, air conditioning or plumbing, Google always tries to display videos when possible due to 2013’s hummingbird update.
Since then, Google tries to understand the user’s true intent behind the search query rather than relying on just keywords. Now that most users prefer watching videos, Google will adapt, providing them with more videos moving forward to answer their search query better.
Video Increases Dwell Times & Lowers Bounce Rate
We all hate to admit; video content is typically more engaging than the traditional way of reading content. This does two things to your website. First, it holds your users' attention for a longer period of time, and secondly, it lowers the bounce rate.
A high Bounce rate is something all websites want to avoid as it means a user didn't go to another page on your website.
Some might not realize that videos are the perfect opportunity to build your links, which actually boosts your SEO performance. For example, if you were to create a video on which type of water heater is the best and you shared it on Youtube, including your URL in the video's description, that would boost your SEO. It can be as easy as that because putting your URL below qualifies as a referral link and will propel your SEO ranking.
Puts a Face to the Name
Creating videos about your home services brand brings life to your brand that words couldn’t replicate. This also opens the door for organic users to share your content if they enjoy it, building brand familiarity. If they see your videos before and enjoyed them, they will likely come back for more in the future, impacting your click-through and conversions.
Ideas To Get You Started
Now that you’ve learned the basics of what video can do for your SEO performance, now what in the world should you film? Don’t worry; we’ve got you covered! Here are some simple ways you can get the camera rolling.
- Company overview or about us videos
- Product videos
- Educational videos
Given that your main goal is to continue acquiring customers consistently, these are great ways to reach your target consumers. Whether that be sharing tips to save money on your water bill or the benefits of installing an air filter. It’s always a good idea to think back to the common FAQS your customers have as their likely, not the only ones seeking information on that topic.
Ways To Enhance Your Video for SEO
There are many ways to optimize your videos from an SEO standpoint effectively. For starters, focus on these key points to get your content moving in the right direction.
- Carefully chose the title and description
- Be as calculated as possible when selecting the video’s thumbnail
- Ensure Metadata is engaging and inspires action
- Insert a video transcript - captions so Google can better understand the video content
- Embed the video you want to appear first on your page but avoid doing so in multiple places on your website
- Create a sitemap on your website, assisting a search engine in locating it
- Share your video on various channels apart from your website
We’re Here To Help
Creating content can be no easy task, especially videos, but you’re not alone. Now that you have a foundation, we can help you build on that as there are, of course, many other tips and tricks to enhance your SEO performance. At ADHOME, we can help you hit these goals and get your brand going in the right direction.
Contact us to learn more or book a demo.