Introduction
In today’s digital age, capturing the audience’s attention is more crucial and challenging than ever. More than text and images are needed when engaging your online audience. This is where explainer videos come into play, serving as a powerful tool for conveying complex information succinctly and engagingly. But the utility of explainer videos extends beyond just getting a message; they can also significantly improve your website’s SEO, thereby driving organic traffic. For professional assistance in creating impactful explainer videos, you can explore the services offered by CRFT Video, a leading video production studio specializing in enhancing online visibility and audience engagement.
Why are explainer videos so effective? According to a study by Wyzowl, 96% of people have watched an explainer video to learn more about a product or service, and 79% of consumers prefer watching a video to reading about a product. Wyzowl’s Video Marketing Statistics 2022 further cement the importance of incorporating videos into your content strategy. This article delves into how explainer videos and SEO can work hand-in-hand to boost your organic traffic, thus increasing your reach and conversion rates.
What are Explainer Videos?
Definition
Explainer videos, often short and animated, break down complex ideas into easily digestible content. The primary aim is to explain a company’s product or service engagingly, usually within 1-3 minutes.
Types of Explainer Videos
- Animated Videos: Viral and can include anything from simple drawings to complex 3D animations.
- Live-Action Videos: Generally used for more ‘real’ products or services. For example, a car manufacturing company might opt for a live-action video featuring the car itself.
- Whiteboard Videos: These are videos where the content is drawn by a hand on the screen, commonly used for educational content.
The type of explainer video used depends on the product or service, the target audience, and the overall brand messaging strategy.
The Importance of Quality
Quality can make or break an explainer video. Factors like clarity in narration, quality of animation or video footage, background music, and the script’s effectiveness all make an explainer video effective. According to TechSmith, video quality can significantly impact the user experience and your SEO performance.
How Explainer Videos Impact SEO
User Engagement and Dwell Time
One of the key metrics that search engines like Google consider for ranking a webpage is ‘Dwell Time,’ which is the time a visitor spends on your page. More extended dwell time indicates the content’s quality and relevance, improving the page’s search engine ranking. Search Engine Journal mentions how crucial user engagement metrics are for SEO. Incorporating an engaging explainer video can increase the time a user spends on your page.
Video Thumbnails in SERPs
When you post a video on your webpage, Google may display a thumbnail next to your search result. This makes your effect more eye-catching and provides more real estate in the SERP (Search Engine Results Page), increasing click-through rates. According to Backlinko’s Google CTR Stats, the presence of a video in search results can double the CTR.
Reduced Bounce Rates
‘Bounce Rate’ is the percentage of visitors who navigate away from the site after viewing only one page. A high bounce rate is generally indicative of poor content quality. Offering an explainer video as part of your content can provide immediate value to the visitor, thereby reducing bounce rates, which benefits your SEO.
Mobile Optimization
More people now access websites via mobile devices than desktops. Google’s mobile-first indexing is proof of this trend. Optimizing for mobile is thus imperative for SEO, and explainer videos play a crucial role here. A well-optimized video can significantly enhance mobile user experience, thus aiding your SEO efforts. Websites like Search Engine Watch have various articles emphasizing the importance of mobile optimization for SEO.
Social Shares
Good content is shared content. If your explainer video can engage the audience effectively, the likelihood of your content being shared on social media platforms increases. This creates backlinks and boosts your SEO performance. Neil Patel discusses how video content can drastically increase social shares, creating a ripple effect that improves your site’s SEO.
Explainer Videos: Best Practices
Script is King
The script is the backbone of your explainer video. A well-structured, clear, and engaging writing can set the tone for a great explainer video. Companies like Vidyard offer comprehensive guides on crafting the perfect script.
Keep it Short and Sweet.
Attention spans are dwindling. The ideal length for an explainer video is between 1-3 minutes. According to Wistia, after two minutes, viewer engagement drops significantly.
Call to Action
A compelling call to action (CTA) at the end of the video can significantly improve conversion rates. Whether it’s asking the viewer to subscribe, buy, or simply learn more, a CTA can drive engagement and, in turn, SEO.
Optimize for Load Time
Slow-loading videos can adversely affect your SEO ranking. Compressed video formats and responsive design can ensure your video loads quickly, retaining user attention.
Case Studies: Real-World Examples
Dropbox
One of the most cited case studies regarding explainer videos is that of Dropbox. Before becoming today’s tech giant, Dropbox needed help explaining its cloud storage concept to consumers. However, after launching a simple 2-minute explainer video, Dropbox saw a 10% increase in conversions, amounting to approximately 10 million new customers. According to a Dropbox case study, this simple explainer video accounted for an estimated $48 million in extra revenue.
Crazy Egg
Crazy Egg is another example of how a well-executed explainer video can bring a windfall. By employing a creative and engaging video on its homepage, Crazy Egg improved its conversion rate by 64%, netting an additional $21,000 in monthly revenue. For more details on how Crazy Egg executed this, refer to this case study.
Implementing SEO Strategies for Explainer Videos
Video Transcripts
Providing a transcript for your explainer video can cater to a broader audience, including those who are deaf and hard of hearing, and significantly boost SEO. Search engines can crawl the transcript text, giving you more ‘real estate’ for keyword optimization. Websites like Moz discuss the importance of transcripts for video SEO.
Video Hosting Platforms
Choosing the right platform to host your explainer videos is critical. While platforms like YouTube and Vimeo are popular, hosting on your domain ensures the SEO credit goes to your website. According to HubSpot, choosing the correct hosting platform is critical for SEO.
Keyword Optimization
Just as you would optimize the text on your webpage, optimizing your video for relevant keywords is crucial. This includes the video title, description, and even the file name.
Schema Markup
By using schema markup, you can provide search engines with detailed information about the video content, which can improve the visibility and appearance of the video in SERPs. A guide on implementing schema markup for videos can be found in Google’s developer documentation.
Metrics to Track
View Count
While a higher view count is generally a good sign, it’s essential to understand that views alone do not determine the video’s success. After all, a belief that doesn’t convert is effectively a lost opportunity.
Engagement
High engagement levels indicate that viewers are finding your video valuable and engaging. You can track this via likes, shares, and comments.
Click-Through Rate (CTR)
The CTR is a crucial metric to track as it shows how many viewers visit your website, sign up for your service, or purchase your product after watching the video.
Conversion Rate
The ultimate indicator of an explainer video’s success is its conversion rate. Are viewers taking the action you want them to take after watching your video?
The Future of Explainer Videos and SEO
Virtual Reality (VR) and Augmented Reality (AR)
The future of explainer videos lies in VR and AR technologies. These technologies can create more interactive and engaging videos, which can significantly boost user experience and, subsequently, SEO.
Artificial Intelligence and Personalization
AI can help create personalized explainer videos based on user behavior and preferences. Websites like CXL explain how personalization can significantly impact user engagement and conversion rates.
Voice Search Compatibility
As voice search becomes more popular, optimizing explainer videos for voice search will become increasingly important. This Voice Search study provides insights into how voice search shapes the future of SEO and why video content should be optimized accordingly.
Conclusion
Explainer videos are a compelling way to engage your audience and break down complex ideas into easy-to-understand content. They serve as an excellent tool for delivering your message and play a significant role in improving your website’s SEO. From increased dwell time and reduced bounce rates to better mobile optimization and more social shares, explainer videos have proved their worth in digital marketing.
By implementing best practices, optimizing for SEO, and keeping track of essential metrics, you can harness the full power of explainer videos to drive organic traffic to your content. The future looks even brighter with advancements in VR, AR, AI, and voice search capabilities that promise to take explainer videos to the next level. So, if you haven’t already, now is the perfect time to invest in creating high-quality explainer videos for your brand.
