First of all, any local company currently investing in SEO is definitely doing something right! SEO is a vital part of marketing these days and when done correctly, can bring a great return on investment for any business. Increasingly however, there is becoming a problem with SEO which is that a lot of local companies are investing in it and therefore, competing with each other. Obviously, some freelancers/companies are better at SEO than others (thank you for letting me guest post on your blog by the way Neil, that is certainly the trait of a great SEO!) but really, local businesses need a way to stand out from the crowd.
Now, you probably receive cold calls every single day offering you something that claims to do this; directory listings, mobile-optimised websites and possibly, even video production services. Deciding which of these (if any) is most effective really depends on your business and what you’re trying to achieve, but when taking SEO into account, I’d sway towards a well-thought-out video. Here’s why:
It Sets You Apart From Your Competitors
SEO is all about setting your business apart from the competition in a way. You want that number one ranking and to do that, you’ve got to be the best and set yourself apart from your competitors. SEO is all part of this process.
Take guest posting for example, this sets you apart from the competition as it makes people aware of your business and shows that you’re an expert in your industry. A well branded, well-optimised website does the same.
However, more and more companies are investing in SEO and are also using these tactics to raise brand awareness and rankings for their business, so you need something that sets you apart. This is where video comes in. People love watching videos so if you captivate your audience with a video, they’re going to spend more time on your site and possibly even share it with their friend.
It’s Going To Attract Attention (including links and media attention)
I think a lot of local companies ‘think small’ when it comes to marketing and even when it comes to video too. I see a lot of small, local companies spending thousands on what I’d consider to be boring, dull videos which really, does close to nothing for their business and certainly nothing for SEO.
A good video should be a form of linkbait (meaning it should naturally attract links). A video of your CEO explaining when the company established might be great for an ‘About Us’ page but it’s not going to have much of a positive effect on SEO, even if it did cost you thousands to have professionally produced.
If you want a video to have SEO benefit and attract links and media attention, you need to think outside the box. You need something that generates a buzz and gets shared by your target market. Doing this effectively is far from being the most simple process, but do it right and your SEO efforts are going to see a huge boost!
It Doesn’t Have To Be Expensive!
Yes, I run a video production company and perhaps I’ll regret saying this but it really doesn’t have to be expensive! In fact, you can probably do it yourself. Think about the videos that have gone viral and achieved millions of views on YouTube, a lot of them were filmed on cheap equipment or on very tight budgets at least. It’s not all about having the most expensive equipment, it’s about having an idea that really communicates your desired message with your target audience (although I admit, this can be quite a challenge).
In fact, if you have a modern Smartphone (iPhone, Samsung Galaxy etc), you can actually create a pretty decent looking video that will even be in HD on some models.
It Compliments Your Other SEO Efforts
SEO consists of a lot of different things such as website optimisation, guest posting, directory submissions, blog commenting, social media and more. A video compliments all of these things perfectly.
If you have directory listings (Yell.com, FreeIndex etc), you can now upload videos free of charge to feature on your listing, thus generating more of a buzz. If you’re using social media channels such as Facebook and Twitter, you can post your video out there for the world to see and share with just the click of a button.
Along with all of this, you can actually embed the video on your own website. I mean, if SEO is working for you and you’re getting visitors to your website from search engines, you may as well show those visitors the fantastic, trust-building video you just had produced!
Come on, would you rather spend your money on a Yell.com listing that more often than not won’t bring much business your way or would you rather have fun creating a video? I know what my answer would be.
Bio: This was a guest post by Joshua Hardwick, Managing Director of Chesterfield based video production company; ShortyMedia. ShortyMedia specialises in web, corporate and viral video production. Check out their website to see examples of their work; http://www.shortymedia.co.uk/