08.17.20165 min read

Why Lack of Video is Killing Your E-commerce SEO Strategy

by John Rampton 

There are many signs that video consumption—particularly through mobile devices—is here to stay and will actually become the dominant way to watch videos. With this video trend continuing on both desktop and mobile, it makes sense to think that video must be a part of your overall e-commerce SEO strategy.

Video is here to stay

If you are still in doubt, a 2016 Ericsson Mobility Report will provide the statistics to back it up. The report found that video will account for 70 percent of all mobile traffic by 2021, which is an increase of 55 percent over the next five years. This mobile traffic can include hosted YouTube video content that is rich media available in search results, creating a strong ability to go viral—even more so than other content, considering the preference among all demographics for video. Video content should now be part of everything you do—from product pages and company blog to social media profiles and e-commerce SEO strategy. If you don’t get with the times here, you will be left behind with an irrelevant e-commerce SEO strategy.

With the changes to how online retailers are marketing to their audience, it would seem that video would be even more necessary for an e-commerce SEO strategy over other spaces. Online retailers understand that their audiences cannot touch the products they are looking at so they need to use video, which offers a deeper sensory experience and more effective way to get consumers emotionally vested in the products that they are browsing. This enhancement to the user experience has been a way for many e-commerce companies to differentiate themselves, attract returning customers, keep consumers on the website for a longer period of time and deepen engagement levels between the online retailer and their customer.

The demand is for video and it’s only growing as the previous statistics indicate, so it would be in the best interests of any e-commerce company to add this to their SEO strategy. While using YouTube to feature many of product videos has provided some benefits, including the ability to be listed among video results for retail-related keywords, this is only for videos posted on YouTube. In reality, those videos that show up on the retailers’ own websites do not appear as often in video search results as those from YouTube.

Other reasons website videos count for online retailers

Retailers cannot rely on having their product videos only appear on YouTube because the site is more directed at brand awareness rather than promoting the sale of products. This just illustrates another reason why you should be putting video on your site as part of your e-commerce SEO strategy in order to leverage a platform that encourages product purchases rather than just brand awareness.

Here are a couple of other reasons you may want to include video in your overall e-commerce SEO strategy beyond the general benefits listed already:

  • Enhances other aspects of your SEO strategy, including SEO for your overall website. The videos on your product pages provide a way to increase search engine indexing and raise your visibility across search engine results. Since you are already seeking a way to get search result links to go directly to your product pages, it makes sense to add video because your target audience will be more likely to want to go there if they know they can see a video.
  • E-commerce website videos perform better in Google and Bing search rankings than YouTube videos. Google allows retailers to submit all their videos directly to Google through an XML Video Sitemap for indexing into Google’s Video Search capability.

As you can see, if you don’t include it, you are missing out on these advantages, thereby essentially killing your e-commerce SEO strategy.

E-commerce SEO strategy for video content

To boost your e-commerce SEO strategy, you can implement video tactics like video landing pages with the keyword, “video,” added to end of your title tag and description copy. You can also embed the video as an object on your product page while applying the same website SEO fundamentals you use for other content on your webpages, including the technical components and the focus on unique content that offers a context for each video. Besides product videos, you may also want to consider review videos where consumers, fans, or spokespeople gush about your products. Don’t forget to share that these vids are now available by mentioning and linking to them on all social media sites.

Boost your SEO through video

Since only the larger retailers seem to be really leveraging the power of video SEO, this would be an opportune time to jump on board as an e-commerce business and leverage the power it provides in terms of increased traffic and greater sales potential.

7 steps to awesome video marketing - the ultimate small business starter kit 

 John Rampton Bio Photo Small.jpeg

John Rampton is an entrepreneur, investor, online marketing guru and startup enthusiast. He is founder of the payments company Due.

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