Use Video to Boost Online Presence
By Don Archer
You must have an online presence to stay competitive. Once you've accepted that, then you need to know how information is consumed and shared.
We already know that, given a choice, the majority of consumers of towing services choose based on referrals from others. Due to varying factors, many prefer to seek advice rather than rolling the dice. Whether it's from a repair shop, a friend or law enforcement, people refer towers they trust.
It's a fact that when online, most people would rather watch a short video than read a 1,200-word post. In an article written by Jena Kehoe on OneIMS.com, she quotes researching firms Simply Measured and M Booth who say, "videos on Facebook are shared 12 times more than links and text posts—combined."
So it would be in your best interest to put some videos on your site. But before you do, it's also important to understand what Google does and why they do it.
Google is the largest search engine on the planet with YouTube coming in second. But Google isn't just a search engine—they're really a gigantic media outlet. And all media outlets, Google included, make money by selling advertising.
Television and radio stations create and promote content you'll want to watch and listen to so they can sell ads. If you're not interested in what's on their stations, then their customers (the advertisers) don't make sales. Google is similar—in that, if the results of their user searches don't bring about the desired results their users will look elsewhere, which decreases advertising opportunities.
When you have content on your site that corresponds with what your customers are looking for, then Google wants to help promote you—it's in their best interest.
The only problem is there are a bunch of companies vying for Google's attention.
That's where video comes in. Video is very powerful. When your website has video and other content that's relative to the search terms people are using, Google likes it a lot. If you have what your customers are looking for in the form of an easily consumed video, Google will send more customers your way.
Google ranks websites in many different ways: by the incoming links, by relevant content and by the numbers of people who gravitate to your site. But Google doesn't just count the number of people who visit your site; they also look at the amount of time they stay. The way Google sees it, if people are staying on your site for a while there must be something good there. If so, they'll want to rank your page higher than those without good stuff.
But know this: If you're embedding video on your site, you must also have supporting content in the form of text. Video's great; but Google's spiders can't index video content—yet—without text in the title and the description. As far as Google is concerned, indexing is the act of searching your site and placing it into relevant categories for their users when a search is conducted. For every video you embed, be sure to include a short article and a relevant title describing what it's about.
If you have a two-minute video that's compelling, there's a higher chance your visitors will spend more time on your site. Rather than landing on your page, searching for your phone number, and clicking the "X" to leave, your video gives them more of a reason to stay. When they stay longer, Google notices and will send more people your way.
And if one video makes them stay a bit longer, why not post a second ... and a third?Don G. Archer and his wife, Brenda, own and operate Broadway Wrecker in Jefferson City, MO. Don is also multi-published author, educator and speaker helping others to build and start successful towing businesses around the country at www.TheTowAcedemy.com. Want to learn more email him direct at email@example.com.