Search engine real estate is competitive. Optimising a site requires the deployment of a number of tools available to the SEO expert, monitoring the effect of these tools and reacting accordingly to not only the impact, but to any changes that may affect rankings from the Search Engines themselves.
A recent article in Marketing Week reports that one such tool may not feature enough within the marketing industry as a whole. Video as an SEO tool continues to grow in relevance as the search engines seek to rank highly engaging and instructive sites.
The article reports that video results appeared in about 70 per cent of the top 100 search listings on Google this year. In addition 5 per cent of all UK internet visits were made to YouTube. Updates to Google’s search criteria in the last few years have seen the importance of video to SEO shift from quantity to quality. The length of time a video is watched is now more valued by Google than the number of videos there are on a site. As always it is imperative to send out an overarching, well thought –out piece of online marketing (a video), rather than sticking something on the site as an add-on. Optimising the video involves the same keyword analysis as per the rest of the site and will be most effective if included in an on-going SEO management environment.
For the dental practice, a video offers an appealing opportunity to engage, instruct and inform a new or existing patient. It can be used to ‘humanise’ the practice to would-be nervous patients. It can show the social aspect of the practice in a brief display of the latest fund raising effort or team day. There are many ways in which a video on the site can build the practice brand, and draw more longer-lasting visits to the site.
By Increasing the time a person stays on your site and clicks through to other pages, not only is the likelihood of some kind of connection (a phone call or filling in a contact form) increased, but a positive message is sent to the search engines about your sites ability to engage; thus positively effecting page rankings.
Call Dental Design on 01202 677277 to talk through any filming packages we can provide for your needs, or for a more general chat about how video can enhance your website for your patients and for SEO. Packages range from a half days filming of the practice, to a visit with our Canon D60 with an Autopano motorized head and software to produce a 360 degree tour of a room, or a full practice tour.