Realistic R.O.I. of Video SEO
Up until May of 2007, search engines only returned websites in the search results. Today, search engines return what is called “universal search”, which brings in websites, maps, images, blogs, social media, news, and videos into your search results. Video SEO is combining keyword search engine optimization techniques with videos to show up in search results. The goal for Video SEO is to have your dealership messages dominate thefirst page search results for the products and services you sell and push out other competing dealers, thereby gaining an edge in your digital market. What is the true measure of a successful Video SEO campaign?
Video SEO is still in the infancy (four years old) of its evolution and cannot be measured by the traditional SEO/SEM ROI systems in place in the industry today. Video SEO is currently being measured by views, clicks, comments, ratings, and rankings. The true value of those measurements must be understood, and can’t be counted on to always be accurate or helpful.
There are over 85 different video search engines out there and roughly 70 still don’t even have view counters for the videos hosted on their sites. Also, on most of these engines, if a customer doesn’t watch a video all the way, then a full view isn’t counted. What about clicks? Not all of the video engines allow you to put clickable links in the Meta content, so you won’t be able to see the video as a referring site on your website analytics. Don’t worry, people actually open up new tabs or browsers to go to where you direct them in the videos. Are star ratings and comments important? Turn them off, as they don’t currently impact local search rankings for videos and you don’t want your competition posting nasty comments on your videos. Do you need more than just a YouTube channel for your dealership to rank in the search results? Yes, because YouTube only shows up an average nine percent of the time in search results. You don’t want to put all your eggs in just one basket as Google constantly changes which video engines show up in search results.
There are other video engines that Google pulls into thefirst page search results like Metacafe, Dailymotion, Viddler, Revver, and others. Hedge your bets and put your videos on as many video engines as possible, not just YouTube. Video SEO is targeted TV. It is having a video deliver your message at the customers peak time of interest when they are actively searching for your products and services. Since search engines like Google allow more than one video to show up on the page one search results, use Video SEO to own as many first page listings as possible. Video SEO is a competitive product and should be thought of us such.
One dealership using Video SEO to dominate their market is Mel Hambelton Ford in Wichita, Kansas. Shannon West, the dealership’s internet director, says “We have been using Video SEO for over a year now as just one part of our overall digital marketing strategy. It has helped increase our monthly sales from 225 to over 400 units per month on average.” The screenshot below shows eight Mel Hambelton videos (arrows) on page one for the search term “Ford incentives Wichita”.