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Digital Transformation

Stats on Video Use and SEO

Holly Nelson is guest blogging at IBM’s Social Business Insights blog.  She’s done a lot of research on consumer and business use of video.  It’s a two part post.  Check out day one and day two.

I’m not going to repeat her entire post so it’s worth it to hit the pages just to get all the research she’s done.  That said, here are a few of the more interesting parts.

  • Pew Research Center reports that “More online Americans are using video-sharing sites — and they are doing so more frequently. As of May 2011, 71% of online adults reported watching videos on a video-sharing site such as YouTube or Vimeo.”
  • Virtually 60% of respondents said they would watch video prior to reading text on the same webpage, and 22% said they generally liked watching video more than browsing text for examining business information.
  •  75% of all executives said they watched work-related videos on business websites at least once a week, and more than 50% use YouTube to watch those videos.
  •  Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)

She also talks about the dual benefits of captioning your videos.

People who are deaf, hard of hearing, non-native language speakers, using mobile devices, or in a noisy area run into this problem constantly. It’s estimated that the majority of videos on the Internet are not captioned, and therefore inaccessible to these audiences.


Where does SEO fit into this picture? Right here. After all, if your customers can’t find your videos; they can’t view them. And if search engines can’t find your videos; they can’t rank them. But after you’ve captioned a video and included a transcript, you’ve now created exactly what the search engines require for indexing – making that video searchable – impossible to do with an uncaptioned file. Both users and search engines can search for and find keywords from your video; enabling video SEO.


Hit both articles to get a better view.  All in all, a couple of good posts.

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Michael Porter

Mike Porter leads the Strategic Advisors team for Perficient. He has more than 21 years of experience helping organizations with technology and digital transformation, specifically around solving business problems related to CRM and data.

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