Importance of Video Production for Local SEO

---

Video content has risen as the most highly consumed form of content online. 

Today, 4X more consumers are likelier to switch to a video than a blog when learning about a product. 

Moreover, 86% of businesses consider video crucial in their marketing strategy. 

Mark Zuckerberg believes that videos will surpass any other form of online content in the future. 

What's important to understand is that video production also gives a significant nudge to your local SEO efforts. 

Effective video marketing earns local businesses higher web traffic, more inquiries, and conversions. 

Let's read: 

7 Reasons Why Should You Invest in Video Production for Local SEO

---

1. Videos Increase Your Website Traffic

87% of marketers have witnessed an increase in traffic due to videos. Moreover, we have seen a significant increase in video searches over the past five years. 

You can expect high traffic if you add more videos to your website and social media channels. This traffic is most likely to source you more inquiries and conversions. 

Some video marketing tips to improve your traffic include:

• Produce promotional videos for your products or services and add these to social channels. Ensure to add keywords and video transcripts to your videos. These will make your videos more searchable. 

Adding CTAs and site links to your videos will send referral traffic to your site.

• You must also repurpose your FAQs and 'How To' guides as video content. Next, you can share these videos on YouTube, Vimeo, DailyMotion, and social platforms, as shown in the below image. 

These queries generally have good search volume. And your video content can rank for these local queries. You could also see your videos make it to the featured snippet, which can give a great traffic boost to your business. 

2. Video Production will Boost Your Engagement Rate

82% of marketers witness a significant rise in dwell time due to video content. And video content has a higher engagement rate than textual content. 

Consumers absorb up to 95% of the information conveyed through a video. 

As per a survey conducted by Wyzowl, the screenshot below shows how drastically video engagement has increased over the years. 

So, by using video content for your local business, you can grow engagement rate and user metrics. These will further translate into positive local SEO value. 

Here is how to leverage the high engagement rate of video content:

• Ensure to add video content to crucial web pages. Relevant videos on these pages will retain the site visitors, increase session time, and grow conversions. 

A stat reveals that videos can help you grow the average session time on your pages by 88%. 

You can add video testimonials, product/service-specific videos, business promotional videos, etc. 

• Also, plan Live videos on social platforms (Facebook, LinkedIn, or Instagram). The Search Engine Journal says Facebook Live videos deliver a 178% higher engagement rate than pre-recorded videos. 

You must add CTAs to these videos and direct traffic to your site pages. 

3. Videos Get You a Higher Reach Online

Online users are least reluctant to share video content online. They love sharing great video content over social platforms with friends and family. 

Users are 7x more likely to share a video on Facebook than a link. 

Therefore, producing video content helps you reach a wider local audience. Higher content reach also means higher traffic and positive local SEO. 

Here are tips for leveraging video production for your local business:

• Produce business promotional videos and share them across video-sharing platforms. Also, upload your product/solution videos across social media. 

The below screenshot shows an example of how to create your videos to make your business reach a larger audience.

These promotional videos generally get a good reach. And 84% of users reported having purchased by seeing a promotional video. 

• Business promotional videos also accelerate the decision-making process for consumers. 

E.g., If you have a restaurant business, you can produce videos of your specialties, venue, events, etc. 

These videos will give clearer insights into your restaurant business. Moreover, food videos are one of the highest consumed video categories online. It will boost the engagement rate and even boost inquiries for you.

4. Videos act as Crucial Social Proof 

Video content can act as rich social proof for businesses. And Google considers this social proof important while compiling local SEO rankings. 

Here is how you can use videos as social proof: 

• You can request video testimonials from your customers. And you can showcase these testimonials on your YouTube channels, site pages, business listings, and social media. 

These testimonials are crucial social proof. They exude trust, help in decision-making, and grow the engagement rate. 

• You can ask your video production partner to create videos displaying your customer's experience at your business.

E.g., If you own a salon, you can showcase your salon operations and happy clients. A detailed video of your practice and processes generates trust for consumers. 

These videos will source you traffic, direct inquiries, and footfall traffic. 

Read: YouTube SEO Techniques to Get Increasing Video Views

5. Videos Grow Your Local Brand Awareness

Videos are great at stirring up impactful emotional responses. They can trigger laughter, joy, anger, etc., easier than textual content. 

You can produce impressive videos to reinforce your brand's identity in your client's mind. 

Your local brand awareness also earns you recognition among other web admins. These admins are more likely to add your brand mentions and offer you backlinks. 

Local brand awareness also helps you earn crucial PR mentions. And you can witness a growth in the local citations and local reviews.

These efforts will grow the location authority of your brand. And it will grow your chances of appearing in the local 3-pack results and the top-ranking positions. 

How To Leverage Videos To Grow Your Brand Awareness And Reach?

• You can grow the reach of your video content through social media channels. You can share your videos as feed posts, like stories, or even promoted commercials. 

Use the screenshot below obtained from Hootsuite’s survey to create various kinds of videos that connect with your audience. 

• Moreover, you can produce short-form video content that offers the highest reach in present times. TikTok, Instagram Reels, and YouTube Shots are popular platforms where you can start. 

6. Videos Help You Employ Influencer Marketing

Influencer marketing remains a promising tactic to grow the reach of your local SEO efforts. 

Moreover, video format influencer content can earn the highest reach for your business. 

These collaborations can grow your referral traffic, inquiries, backlinks, and conversions. 

Here are tips for combining the perks of video production with influencer marketing:

• The simplest way is to produce engaging promotional videos and connect with an influencer who could help you share these. The influencer can help you increase the reach of your video up to multiple times.

The below screenshot shows an example of Livsore partnering with Ronaldo with a ‘Ronaldo calling’ video that the audience can use to show off the video chat. 

•  You can also work with the influencer to produce collaborative video content and share it. 

• You can connect with an influencer and request him to review your offerings. He can produce a video about his experience and share it with his fans. 

These approaches will allow your content to reach a wide audience. And you can expect qualified inquiries, abundant site traffic, and store traffic. 

Positive user metrics and increased brand mentions will add to your local SEO value. 

Read: How Can Influencer Marketing Impact Your SEO?

7. Videos Help You Leverage Social Media 

In 2022, there are already over 4.62 billion social media users. This number represents about 85% of total internet users. 

So, most of your local customers are already active on at least one social media platform. 

And you can plan your video production strategy directly for social media platforms. This helps you gain better reach, engagement, inquiries, and traffic. 

Some ways to do it: 

• Create introduction videos to direct traffic to your original content or page. 

E.g., If you have a long-form blog, you can create an introduction video for it. And you can promote or share this video across social platforms by linking to the main blog. 

You can use these videos to share promotional offers and discounts. These help you draw significant relevant traffic from social platforms. 

• Produce videos for YouTube, Instagram, etc.

YouTube attracts the second-highest search traffic, following Google. So, it makes sense to rank for relevant queries on YouTube. 

Moreover, your YouTube videos are eligible to rank for relevant searches in Google. The below screenshot shows how the videos appear on top of SERPs. 

So, produce YouTube videos, Short-form videos (Instagram Reels, TikTok, YouTube Shots, etc.) for common queries. 

E.g., A query like "Best dining experience in Texas" might be an opportunity for your restaurant business. You can create a video showcasing your restaurant experience and optimize it for this search query. 

Add this keyword to your title, use an engaging thumbnail, and add relevant keyword tags. 

Video Production & Local SEO – FAQs

---

Q1. Why Do Businesses Consider Video Production Crucial For Local SEO? 

Ans. Some crucial reasons include: 

• Videos on your site represent rich media and grow the page's engagement potential. 
• Videos reduce a page's bounce rate and grow its SEO value
• Optimized videos on YouTube rank for relevant queries and source you significant traffic
• Testimonials and brand videos act as rich social proof and add to local SEO performance
• Repurposing your content as videos allow you to win high reach and source referral traffic

Q2. How To Optimize Your Videos For The Search Engines?

Ans. Follow these tips: 

• Use a video's focus keywords in its title, description, tags, and file names
• Add a video sitemap extension for your site videos
• Convert the audio portion in your video to a transcript to grow search relevancy
• Compress your site video files so that it doesn't fade the site loading speed

Q3. Why SEOs Recommend Adding Videos to the Site? 

Ans. Some perks of adding videos to your site include: 

• Videos represent rich media, and it gives positive SEO signals to search engines
• Site visitors are more likely to engage with videos, and this improves user metrics
• Site videos grow the conversion potential of a page

Q4. How do Videos Help You Source more Traffic for Your Local Business? 

Ans. 

Here are some ways: 

• Relevant videos on your site increase the page's SEO value and can improve rankings.
• Create introduction videos and share them on YouTube, Vimeo, DailyMotion, etc. Link these to your site can source referral traffic.
• Produce promotional videos for your business and share them across social media (Stories, feed posts, Short-form videos, etc.)

Key Takeaways

---

• Produce videos to promote your business and offerings. Optimize these videos for keywords and share them on YouTube, Vimeo, Flickr, etc.
• Include highly relevant and optimized videos on your site to grow engagement, content quality, and SEO value
• Repurpose 'How To' blogs and Question-Answer content as short videos and optimize them for rankings.
• Produce introduction videos and link them to the main content. Leverage the high reach of these videos for more traffic.
• Attract video testimonials, and build customer experience videos and customer stories to grow social proof
• Gain huge traffic and reach through influencer-collaborated video content
• Practice video submission strategy for gaining valuable backlinks and brand mentions