Benefits of Having Video on Your Website | Whitespace blog

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Karen Woodhead
23 Sep 09, 18:20 PM

Online video is probably one of the most powerful online marketing tools, at our disposal.

The increase in conversion rates that video content brings are well documented but there are SEO benefits too.

Google purchased YouTube for $1.65 billion – and although Google remains tight lipped, it's a safe bet that their algorithms have been changed accordingly.

We know that Google now rates video higher than large articles, provided the videos that have good relevant (metadata) titles, descriptions and keywords used for the video’s name.

Web video can also help with information distribution. In the old days of corporate (non ecommerce) marketing our goal was sticky content and repeat visitors. These days, in the overcrowded web sphere we're not so ambitious as to expect a corporate visitor to return more than twice. But by getting users to select their area of interest we can automatically push new video content to their ITunes account or to their emails or phones via RSS feeds. One visit can result in a long relationship with the brand, and with automated web technology, there's no ongoing time or cost impliication for this extended exposure.

Relying on IT colleagues for video content management is not ideal for most clients so choosing the right content management system is paramount. Whitespace's video content management is a robust feature rich system and like all Whitespace applications, is easy to use. Features include automatic conversion of files into a playable format, eliminating reliance on IT. The ability to watermark your videos with logos and intro sequences (at the click of a button) ensure your brand and website link are visible, irrespective of how many times the videos are passed on. Audio files can be automatically converted into Podcasts, and the list goes on.

In today’s difficult economy, maintaining and improving online conversion rates and brand profile is of paramount importance to the survival of any business. This takes vision and the strong commitment to embrace what the online environment has to offer. But for those that do, the opportunities are there for the taking.