Those of us who operate a website know the basic process for making money off an online blog: provide interesting content, bring in traffic, incorporate social media and SEO techniques, bring in more traffic, and then place ads to make money. Ultimately, then, it’s all about creating a site that appeals to three disparate entities – an appeal to visitors, to search engines, and to advertisers.
And, if you’re looking to maximize this three-pronged appeal, there’s no better place to look than video. By adding video posts to your site or blog, you can generate more visitor interest, draw greater attention from search engines, and consequently bring in more advertising dollars.
How does this happen? Here’s a quick breakdown:
Incorporating video onto your site can create more content diversity, which in turn can help you appeal to a wider viewer demographic. Even people who prefer the text medium will often enjoy breaking up the black-and-white monotony with a video from time to time. This broadened appeal can then capture first-time visitors and create more loyal readers for your site.
People like content diversity, which prompts search engines to put a mix of video and text in any given search result. It is for this reason that a video is fifty times more likely to organically make the first page of a Google result, all else being even. Search engines also like video because it comes with several SEO benefits, among them a lower bounce rate and greater degree of site sophistication.
Finally, advertisers like video primarily in response to these two other groups. Video, after all, boosts both traffic and SEO – an equation sure to bring in a higher advertising rate. But video itself also appeals to advertisers because it allows for commercial-style ads and interactive marketing. Such media are incredibly sought-after these days, and they usually command higher advertising charges.
So there you have it – the incorporation of video can make more money for your site by directly appealing to visitors, search engines, and advertisers. But keep in mind that video is not appropriate for every website. Before making the transition, consider whether your content, capabilities, and target market are well-suited for video. Also consider whether you can deliver a video of high-quality. If, for example, your viewers are forced to watch a grainy and inaudible feed where you and your other presenters are lounging in chairs for bad backs, the perception of your content is bound to suffer as a result.
This is to say that you should never jump headlong into video posting. But, if you do start incorporating the medium, you can certainly stand to benefit financially as a result.