Using video content to boost SEO

Search engine optimisation can be given a boost by integrating video content into a marketing campaign, one sector commentator has claimed.

Rachel Hawkes, account director at media consultancy Elemental, said that videos can drive more traffic to sites through organic rankings and should not only be present on one page of the site, but multiple pages.

The relevant pages she suggested where videos would work well were the home page, brand page, product pages and company blog, adding that it should be standard practice that text descriptions appear next to the videos.

Ms Hawkes also claimed that many internet users enjoy viewing "video after video" meaning that all such content should stem from a central place to make searching them easier.

"Text and video will seed well into search engines, providing businesses with effective content to help drive SEO [...] and will drive even more traffic to the website - consequently driving sales," she noted.

Her comments come as research by the European Interactive Advertising Association revealed that 33 per cent of all marketers indicate their use of online video advertising is increasing, with 20 per cent claiming that a growth in spend is coming from other media budgets.

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