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What Do I Do With Videos?

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Last week a client came to us with a video that they had produced. Dr. Matthews, a fantastic Sports Medicine doctor (I speak from experience, she has treated my daughter for multiple, volleyball related injuries), had a video produced and everyone involved wanted to get the video online as soon as possible. Internally there was a debate, how best to incorporate the video into the site?

Here is the video, it’s very well done:

For many years, easily since 2014, every end of the year article talks about how the next big thing in Social Media is going to be video. This continues to be true, and YouTube is the world’s second largest search engine, as well as the second most trafficked website behind Google. According to Facebook statistics 71% say their online viewing has increased in the past year, and if you like, go to the OPI Facebook page, where you can also view this video and learn more about Sports Medicine.

But I digress.

Video is integral to your online presence.

More people watch video now than ever before, and those numbers are growing as attention spans are shrinking. Video can improve your SEO results, when executed correctly. According to some research, 4X as many customer would rather watch a video about a product than read about it. Some think that video will account for 85% of global internet traffic in the US (anecdotally, I believe that 10% of this number will be my children watching The Office on Netflix). Hubspot did a survey of marketing professionals in 2018, 52% of them named video as the type of content with the best ROI. We’ve also seen data that shows:

  • Video content is 50 times more likely to drive organic search results than plain text.
  • Including a video in a post increases organic traffic from search results by 157% – Search Engine People, 2017.
  • Video drives a 157% increase in organic traffic from SERPs – Wordstream, 2018. I like that these two stats seem to reinforce each other.

However, you can’t just embed a video in a website. There are lots of factors to consider. When we received this video, it was over 100MBs. If we just added it to the site, it could slow the site down, and there are multiple possible adverse impacts to that, but for now, we find these 3 to be critical:

  • Adverse Google results, as site speed is a ranking factor is search results.
  • On destktop, user’s bounce rate (exiting from the first page a user lands on) increases if a site takes longer than 2 seconds to load.
  • On mobile devices, bounce rate increases if a site takes longer than 3 seconds to load.

What’s the best practice?

We believe the best practice is to add the video to the client’s YouTube page, and then embed the link onto the website. The site stays lightweight, so it loads quickly, and we add some nice SEO benefits through link creation and the fact that YouTube is owned by Google…and we like feeding Google. Everyone wins! However, OPI doesn’t have a YouTube Channel, so that wasn’t an option. Strottner Designs offers a YouTube management program, so we can support a video marketing program. It doesn’t make sense to get into that for one video, though.

We actually came up with a pretty ingenious solution. And we used it on this page as well. Contact us to learn more, or if you want to know how.

You can also contact Orthopedic Performance Institute here. They really are fantastic, my daughter never missed a volleyball game.