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optimise google 3 pack

Optimising Google 3 Pack For Business

Optimise Google 3 Pack For Any Business

Optimising Google 3 Pack is the ultimate goal for any local business. Having your business feature in the first 3 results in Google search engine results page SERPs for a keyword is far more valuable and cost effective than any paid marketing campaign.

Listing in the local 3 Pack speaks volumes for your brands reputation and performance. It creates a trust relationship between you and the searcher when they are looking for a business that can deliver on their needs. 

What is Google 3 Pack? 

Google 3 pack also known as Google’s Local 3 Pack came into play when Google started featuring Google Map results with the leading local search results.

This quickly became recognised as a good move and Google named it the Local Pack. Originally – this was 7 local businesses relevant to the search terms entered by users. After some extensive analysis this was reduced to 3 local businesses and this is how it still appears today.

The Local 3 Pack offers your business the most visibility in initial search results by location as seen below. 

local 3 pack search

Ranking for a competitive keyword in the Google 3 Pack can be a scary prospect especially if digital marketing space is not your natural forte. 

However if done correctly it can be a very successful platform for any local business. 

Where to start and how to get it right?

You can find everything you need to get started and maximise your chances of being featured in Google Maps 3 Pack right here. It is not something that will happen overnight but the return is certainly worth the investment of your time.

The key to success is not to try and cut corners with this. Stick to the rules and you will be able to use Google 3 pack to benefit your business long-term.

Below is a guide on what you need to do: 

1: Verify and optimise your GMB listing 

Numerous researches have been completed on this and the general consensus is that Google My Business – GMB signals are grouped as the most important factor when it comes to Local 3 pack ranking.

According to Moz Lab – Google My Business – GMB signals are the most important ranking factor when it comes to Local Pack or Finder Ranking Factors.

Verify & Optimise your GMB listing

One of the very first and most important steps you should take is to make sure that the GMB listing of your listing is verified. This is absolutely easy so there is no excuse – all you need to do is follow this link and simply add or claim your business on Google Maps.

This will be a lot easier from a desktop computer so try to avoid using your phone for this step. It gives more control of how your business features when appearing in Google search and allows you to modify information to maximise your results. 

Verify GMB listing

Once this step is completed then your GMB listing is setup and you can commence to optimise Google 3 pack for maximum benefits.  

Here are a few things you can do to get your Local 3 pack ranking heading in the right direction: 

  • It is important to rewrite your location pages to optimise your GMB. If you have a GMB listing with multiple locations – you can improve your rankings by rewriting the location page for each of the listings which will make you eligible to rank for additional queries.
  • You should also keep a close eye out for spam competitors that are ranking above you. Make sure you report any GMB listing spam, review spam and edited listings that are keyword stuffing – these are all effective tactics and will boost your own ranking. 
  • Positive and recent reviews go a long way to secure you a good position in your Local 3 Pack Ensuring as much completeness and engagement as possible with your GMB page is a crucial step of optimising for Google 3 Pack. You should always respond to reviews – no matter if it is good or bad in order to send the right GMB signals to Google. 
  • GMB posts are a great way of encouraging more engagement and leads from potential customers already interested in a particular brand. This will help you with link building which is good for Google’s algorithm.

 2: Link building 

Link building is a very effective way to optimise for the Local 3-Pack ranking just as link building is important for general SEO optimisation. Google has the power and resources to analyse all data related to your business and website.

This means that the more authoritative and trusted your business website is – the better your chances of being featured in the Local 3-Pack are. 

A key thing to remember when it comes to the Local Google 3-Pack is your website is still an essential tool for maximising your ranking.

One of the key metrics Google analyses when generating the Local 3-Pack schema is the inbound link authority of the business so keeping this up to date is imperative. 

Local Link building

In an ideal situation you will have plenty of high authoritative links to and from your website. Although link building can be quite complex – we have put together a few basic elements that search algorithms analyse when generating the Local 3-Pack. 

Top Basic Elements:

  • Inbound link authority – link authority is one of the most important link-building factors because it tells Google and its search algorithms that other people find your website and its content valuable. 
  • Inbound links from other local relevant websites – links from other local authoritative sources is another great way to up your ranking. Google assigns local relevance to links from nearby sources so you need to find ways to link your business to the most authoritative websites in your area. 
  • Link quality – as previously mentioned – the better the link quality, the better this will be for your ranking in both generic results and local searches. A great way to optimise your ranking is with quality high engaging content. Guest blogging and affiliate networking strategies are a brilliant way to build a catalogue of quality content whilst also generating large numbers of quality backlinks if you do not already have a catalogue of content on your site. 
  • Link diversity – since the latest Google algorithm update – search engines have now included back links in their analysis and ranking process. It is important to build links organically from a wide variety of sources to stay relevant in the eyes of Google. 

3: Local citation building 

A local citation means having another website reference your business, name, address, contact details etc. Citations are regarded highly by Google so it is important to get yourself listed where possible.

Citation signals like NAP consistency, citation volume, etc accounts for more than 10% so it is not something to be overlooked.

Great examples of websites that help boost your ranking are TripAdvisor, Yelp or Bing since they need to display your business NAP – Name, Address and Phone Number

link citation building

In simple terms – the more times your business or website is referenced elsewhere – the more authoritative and credible your business will become across to Google.

Here are a few things to consider when it comes to optimising local citation building: 

  • Citation consistency – it is important that once you have built up your citation portfolio – ensure that your listing is consistent for the next. If your business NAP differs from one listing to another it reflects badly in the eyes of Google and could result in your website being labelled as spam and could affect your ranking in Google 3 Pack
  • Citation authority – just as inbound links from trusted websites are beneficial to your website as these will help boost your local ranking. As mentioned previously – building citations from high ranking and trusted websites such as Yell and TripAdvisor are a great source of local ranking success.  
  • Citation relevance – relevancy is another factor you need to consider during this process. Relevant domains in your geographic area – local newspapers, blogs, local directories, etc. will earn you brownie points in your local ranking. 

4: Ensure Your Website Is Mobile-Friendly 

It should come as no surprise that that your website needs to be mobile responsive in today’s digital world.

A huge 4 out of 5 people searching for local information are doing so from their mobile phone. Viewers expect instant results so if your website is unable to provide this then they will move swiftly onto a competitor.

This is on the increase since the younger generations are making their way through so our advice is to make your website mobile friendly as soon as possible.

A good way to test and see how your website is fairing is by using Google’s mobile friendly test. 

device and mobile friendly

There are a few things to bear in mind when creating the optimal website for your mobile users: 

  • Page speed – this is extremely important for both your users and for Google’s mobile bots. Google will penalise any site that has a slow page load time and users are not forgiving if they have to wait. A few ways to optimise your page loading times is via browser caching, reducing redirects, minifying code, optimising images and reducing side bar ads.
  • Do not block CSS and JavaScript – in crawl bot technology – if information is blocked then the site will be penalised. CSS, JavaScript, and images are all key fundamentals that will help Google bots digest and rank your site accordingly. 
  • Utilise the experts or use a mobile optimised theme – your website needs to offer the best user experience possible which means ensuring the foundations of the site are solid. 
  • Do not use Flash – todays mobile browsers no longer support Flash so avoid it at all cost. If you really want to include special effects then use HTML5 instead but bear in mind that this will impact your page load time. 
  • Use a responsive web design – a responsive web design will automatically adapt to the needs of the user. It will deliver the same content but in the format that is required of it either on mobile, desktop or any other portable device. 

5: Content is King

The content on your website is just as important for your Local 3 Pack ranking as it is for your general SEO ranking so ensure that it is clear, relevant and informative.

The inclusions of specific keywords are essential but remember not to overstuff it and write for your user – not Google since Content is King

content is king

Here are a few things Google will take note of – when they are analysing your sites on-page content: 

  • Length of content – in the eyes of Google the length of content is an indicator of the quality of content. Remember – Google is smart so the content still needs to be relevant and authoritative not just written for the sake of being written. 
  • Local relevant content – to feature in the Local Google 3 Pack it is important that your content has local relevance and references to the areas surrounding your business. A great way of doing this is by using in-content links to local sites or references to the local areas of interest.

6: Using a NAP footer on your website

Using a specific schema mark-up will help Google’s bots crawl your site and understand its structure. This is not essential but every little helps when trying to feature in your Local 3 Pack.

A very easy way of achieving this is by including a NAPname, address and phone number in the footer of your website and must be consistent with your GMB profile.

name address phone number - NAP

7: Reviews – Reviews – Reviews 

Reviews are worth their weight in gold when it comes to your websites online ranking.

It is not just about how many five star reviews you have but it is also about how you manage those reviews and how you interact with your reviewers both positive and negative.

Reputation management is extremely important and should not be overlooked or judged differently. 

negative or positive reviews

Here are a few elements you should bear in mind when focusing on reviews: 

Responding to reviews – make it your mission to respond to all reviews both positive and negative. This not only encourages trust between you and your customers but also sends the right signals to Google. 

Encourage keyword reviews – obviously you cannot control what your customers have to say but try and encourage them to leave reviews about the specific product or services they have purchased as opposed to generic non-specific reviews. Google will look favourably upon this.

Purchase follow-ups – a great way of encouraging product specific reviews is as part of your follow service. This can be done easily through a CRM and can offer links to key review websites including Google. 

Do not ignore negative reviews – as mentioned – it is important to answer all reviews especially negative ones. A bad experience can be undone by excellent customer service and will be reflected positively by Google. 

8: Social Proofing 

Social proofing is essential on your journey to being featured in the Local 3 Pack. Google will analyse your social signals before it ranks your business. 

General rule of thumb – the more people engage and talk about your business via social media or other platforms – the better the local SEO. 

boost your brand's social presence

Here are a few social signals that Google looks out for when ranking for local search:  

Social media growth – a steady social media incline with regards to interaction, following and influence is a big positive when Google’s algorithm is ranking a local business.

User influence – the more shares, likes, retweets and brand mentions your business can get the better when it comes to local ranking. Ensure you are maximising your opportunities when it comes to your social presence. 

Consistent messaging and branding – make sure your branding; tone of voice and posting schedule is consistent. 

Consistent brand information – do not forget the importance of ensuring all of your brand information is consistent and point towards the right NAP. 

Customer engagement – as mentioned – it is important to ensure all reviews are replied to and this includes social media reviews and feedback.

It is important you are doing this across multiple platforms such as Facebook, Pinterest, Instagram and Twitter.

The key is to discover which platform will work best for your business and target audience. Make sure your business information is consistent across every platform. 

Get Started with Google 3 Pack

Remember – this is just a general guide and it is important to do your own research when it comes to what will work best for your business when trying to rank in your Local Google 3 Pack. Now it is time to put what you have learnt to good use.

At Best-Digital Marketing Services – as a digital marketing agency, we want to work alongside you to help improve your business and we have vast amounts of experience with different industries in achieving SEO goals.

We strive to build long lasting relationships with our clients and act as an extension of your business to bring overall digital marketing success. We aim to work effectively to help maximise your digital marketing efforts. 

To find out more about ranking in your Google Local 3 Pack call us now on 07794 113 607, email us or visit our website

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and select the package that suits your business needs.

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Optimise Google 3 Pack For Business

Right Keywords Can Bring You More Sales, Leads and Business

How The Right Keywords Can Increase Sales, Leads and More Business

Having The Right Keywords Can Increase Sales, Leads and More Business

Right Keywords are used to build your online visibility for the world to find your business and make you more sales, leads and additional enquires – locally, regionally or nationally.

Your customers’ ability to find you online without knowing your website’s actual URL rests on using appropriate keywords, terms and phrases.

choose the right keywords for any business

Your ability to outperform your competition rests on the use of the right keywords. They are very important but it can be quite confusing or daunting for any small business owners who may not be familiar with:

  • how to choose the right keywords or
  • how to implement them in their websites.

What should you know about choosing the right keywords, terms and phrases? Let us guide you and take a closer look.

They are in no order or importance since all of them are equally important.

1. Use the Right Tool

Chances are that you think you probably have a good idea of what terms your customers might use to find products or services like yours online and you are partially right.

However – never assume that you know all the potential keywords, terms, phrases and variants that your customers might use to search the Internet.

use the right tool

This is why it is so important that you use an accurate keyword research tool like SEM Rush or Tube Buddy to figure out what keywords you are going to target.

Google’s keyword planning tool is free to use but there are many others out there worth your consideration.

2. Start with the Basics

Many authorities recommend starting with a seed list of keywords and then start building on that.

A seed list is nothing more than a list of highly targeted, accurate keywords that have provides meaningful value to your business.

start with the basics

You will need to build on or grow this list over time by adding to it as you learn more by:

  • encountering new terms
  • using advanced research tools and
  • discovering what your competitors are doing.

3. Localise Where Possible

While localisation will limit your reach but it can be important for a number of reasons:

  1. it reduces competition.
  2. it makes you more visible to customers in your actual geographic area.
  3. it improves your overall web visibility for those terms and reduces the time to see your return on investment – ROI.
localise where possible

Use your city name, county name and the names of nearby areas if they are applicable in conjunction with your keywords.

4. Use Competitors as Inspiration

While you may not want to target all the same keywords as your competitors, since that would increase your costs and the competition for each one – you should take a cue from what they are doing.

use competitors as inspiration

You will find that this can provide you with considerable advantage information about keyword terms or phrases, long-tail variants and even the density that you want to hit with your content.

5. Use Similar Terms

Once you have chosen your starting keywords then spend some time determining which similar terms would be wise to use.

use similar terms

For example – if you operating a shoe store then you might target basics like women’s running shoes but you might also opt for something like:

  • women’s wide width running shoes or
  • women’s pink size 5 running shoes or
  • maybe women’s Nike running shoes

if you wanted to focus on a particular brand and so forth.

6. Choose Keywords That Work for Your Products or Services

Occasionally the right keywords, terms or phrases for your products or services are not the most frequently used by customers. This does that mean that you should skip them.

choose keywords that work on your products - services

This can actually be a good thing. Implement some of the more commonly used keywords but focus mostly on the right keywords even if they are not all that frequently used.

You will enjoy more targeted traffic, your overall competition will be lower and the costs to use those same keywords in PPC campaigns will be lower too.

 7. Identify Primary and Secondary Keywords

When you think about keywords – chances are that you are already considering using primary keywords – those that relate directly to your products or services.

Nevertheless – you should also need to consider using secondary keywords. These relate to what you have to offer but not on the same level as primary keywords.

identify primary secondary semantic keywords

For example – if your business sells local harvested and sourced honey. Local honey, natural honey and unpasteurised honey would be primary keywords but you could also target secondary keywords like natural snacks, organic foods and more similar like choices.

8. Remember – Content Quality Over Keywords

Sometimes it can be tempting to think that implementing the right keywords is all you need to do and that is incorrect.

Google will reward a website that does not really do much with keyword implementation but has outstanding quality content more than they will a site that does all the right things with keywords but fails to implement quality content.

content is king

Always remember – no matter what – Content is King.

Keyword density and accuracy always take a back seat to content quality and volume.

9. Choose Focus Keywords and Background Keywords for Individual Pages

Just like primary and secondary keywords used throughout your website – individual pages should have a focus keyword – the one used most frequently as well as background keywords that are used less but tie into the overall conversation:-

  • helping you provide valuable content and
  • optimising your website for search engines.
focus on keywords phrases terms

Get Started With Right Keywords For your Business

As you can see – choosing the right keywords is more complicated than simply using the names of your products or services in your website content.

It requires various degrees of planning, pathways, strategies and a great deal of savvy to pull it off successfully.

Hence there is no need to stress since Best-Digital Marketing is an agency with vast amount of experience, knowledge and expertise who want to work with your to get your keyword optimisation strategy headed the right way.

get started with keyword optimisation

Email us, go to our website, text or call us on 07794 113 607 and see how we can help you increase sales, leads and more business for your online website now.

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Having The Right Keywords Can Increase Sales, Leads And More Business.

How To Optimise Your Video SEO Strategy

How To Optimise Your Video SEO Strategy

How To Optimise Your Video SEO Strategy

While more consumers are embracing video content, research shows that marketers are struggling to keep up. In fact – 59% of marketers still consider video content creation the most challenging content to make.

So how do you optimise your videos for search engines quickly and effectively? Video SEO is constantly evolving and staying current on video optimisation best practices is absolutely essential.

optimise Video SEO strategy

Today – YouTube’s algorithm tries to match each viewer to the videos he or she is most likely to watch and enjoy. With more than 500 hours of video content uploaded every minute, this is quite a challenge.

In this post – you will learn how YouTube’s algorithm works and find actionable advice on video SEO best practices in order to give you a step-by-step guide to optimise your videos SEO strategy.

How Does YouTube’s Search Algorithm Work?

YouTube’s search and discovery systems tackle this task by sorting through loads of videos to find the most relevant and useful results to a user’s search query.

YouTube’s algorithm then follows the audience by paying attention to things like:

  • What they watch.
  • What they do not watch.
  • How much time they spend watching.
  • Their likes and dislikes.
  • Not interested feedback.
factors affecting video seo

Stop using the old tips, tools and tricks that you learned some time back and get up-to-date in your understanding of how YouTube’s search and discovery system works?

These are in no order or importance since all of them are equally important in your video SEO optimisation strategy.

1. Choosing The Right Hosting Platform

Choosing the right hosting platform for your videos matters more than you may think. When you base your SEO strategy around video content marketing, each video acts as an anchor that draws in search engine traffic.

If your website goes offline then it could be disastrous for your revenue since the average unplanned website outage costs businesses between £4,327 and £6,429.

choose the right hosting platform

Therefore you should choose your host carefully. The right hosting platform for your business will depend on two main things:

  • the length and size of your video and
  • your website host since not all hosts support embedded videos from all platforms.

For the best results always use a widely adopted hosting platform like YouTube, Vimeo, Wistia or Daily Motion.

If your video is small then you may opt to host it in-house but make sure you test it before pushing publish to ensure it loads quickly.

2. YouTube Search

Like Google’s search engine – searches on YouTube strive to surface the most relevant results according to specific keyword definition queries.

Videos are ranked based on a variety of factors including how well the title, description and video content match the viewer’s query.

Beyond this – YouTube also look at which videos that have received the most watch time and engagement for a particular query.

Youtube search

Want to know which keywords and search terms to target for video SEO? In simple words – YouTube search results are not a list of the most-viewed videos for a given query.

Keyword search tools can give you lots of options but you need to select just a small subset of them for your newest video and your selection should help your target audience find the videos they want to watch and also maximise their long-term engagement and video satisfaction.

3. Titles and Thumbnails

Titles and thumbnails on a video are usually the first things viewers see when browsing on YouTube. They help viewers decide whether to watch your videos and build anticipation – if they accurately represent what is in your video.

YouTube will know if viewers are enjoying your content if they click on your video and stay to watch most or all the way through.

However if your video titles and thumbnails do not deliver on their promise then viewers will leave immediately and this can limit your discoverability on YouTube.

The longer you can keep people watching your content on YouTube – the more your content may get surfaced.

Here are some tips for optimising your video titles:

  • Write titles that spark curiosity and include keywords.
  • Keep titles concise up to 60 characters – with the most important information upfront.
  • Save episode numbers and branding towards the end.
  • Check that your titles do not get cut off in suggested videos, search results and mobile.

Thumbnails are usually the first thing viewers see when they find one of your videos and 90% of the best-performing videos on YouTube have custom thumbnails.

When you customise your thumbnails – be sure you have a strong, vibrant image that looks great large and small and conveys key information about your video.

You can always apply the rule of thirds – to compose interesting and dynamic images then overlay them with your branding and/or descriptive text.

video titles and thumbnails

Always make sure to use a font that is easy to read on screen when adding text and think about how it can be eye-catching and age-appropriate for your target audience.

Here are some guides for optimising your thumbnails:

  • Think about your thumbnail before you shoot so you can capture several options.
  • Align any text to the left  since YouTube put buttons on the right-hand side
  • Use bright colours to grab viewer’s attention
  • Make a high resolution thumbnail and keep it under the 2MB limit.
  • Specifications: 1280 x 720 pixels – 16:9 ratio as a .JPG, .GIF, .BMP or .PNG.
  • Zoom in and out of your thumbnail to see if it looks good small and large.
  • See if your thumbnail would stand out among other thumbnails.

4. Suggested Videos

Suggested videos are a personalised collection of videos that an individual viewer may be interested in watching next, based on his or her prior activity.

These videos are shown to viewers on the right side of the watch page under Up next below the video on the mobile app and as the next video in auto play.

YouTube researchers have found viewers tend to watch more videos when they see recommendations from a variety of channels hence the Suggested Videos. Recommendations are ranked to maximise engagement for the viewer.

Signals that contribute to these recommendations include:

  • Videos that viewers watch along with the current video or videos that are related topically. These could be videos from the same channel or from a different channel.
  • Videos from a viewer’s past watch history.

You can see which videos bring viewers to your channel from Suggested Videos in the Traffic sources report in YouTube Analytics by clicking on the Suggested videos box.

YouTube Suggested Videos

Here are some tips for optimising your videos for Suggested Videos:

  • Make strong calls to action to encourage viewers to watch another video in your series.
  • Long endings may delay viewers from watching more so be mindful of how your videos end.
  • Use playlists, links, cards and end screens to suggest the next video to watch.
  • Develop a series of videos that are connected organically.
  • Make videos relating to popular formats on YouTube such as challenges or lists.

Last but not least – you can expect Google to roll out Related Topics for Videos on YouTube fairly soon.

5. Front Page Or Home

Front Page or Home is what viewers see first when they visit YouTube.com or open the YouTube app. It is their personal primetime destination – a place where viewers can discover the most relevant, personalised recommendations.

It is a great place for your videos to be found by non-subscribers since over 200 million different videos appear on Front Page or Home each day for viewers around the world.

When a viewer visits Front Page or HomeYouTube displays videos from their subscriptions, videos watched by similar viewers and new videos.

YouTube Home Page

The selections of videos are based on:

  • Performance: How well the video has engaged and satisfied similar viewers among other factors.
  • The viewer’s watch and search history: How often the viewer watches a channel or topic and how many times YouTube has already shown each video to the viewer.

It is worth noting that subscribers watch more from their subscriptions via Home than through the Subscriptions tab.

Here are some tips for optimising your videos for YouTube’s Home Screen:

  • Upload new videos on a consistent basis to give your target audience an expectation of what is coming as new content.
  • Keep viewers engaged for longer and encourage them to come back for more via a long video or several short ones. The longer you keep viewers watching the more your content is likely to get surfaced.
  • Consistency – when you create something that is working for your target audience then do it again. YouTube surfaces more content that your viewers like so do not be afraid to experiment but be mindful. Observe feedback from your target audience and give them time to adjust.
  • By going to your YouTube Analytics Traffic Sources report – you can see how often your channel appears on Home –globally by clicking the Browse features box and looking at the stats for Home.

6. Cards and End Screens

Cards and end screens encourage your viewers to take an action. Cards are preformatted notifications that you can set up to promote your brand and other videos on your channel.

Once they are set up – a small teaser or rectangular box will appear in the top right corner of the video to give your viewers a preview of the message.

If fans tap or click the teaser – the card associated with the video appears below the player on mobile devices in portrait mode or along the right side of your video on desktops. If they do not – it disappears from their view.

Cards work well when they are:-

  • in conjunction with scripted call to action or
  • relevant to your video content.

So if you mention a specific video or a piece of product then you could try adding a card at that exact moment.

cards and end screens

Here are some tips for optimising your cards:

  • Use cards and scripted calls to action to link to other videos, playlists, associated websites, to prompt your audience to buy a product or support your crowdfunding campaign.
  • Use cards in older videos to highlight your most recent uploads or to promote product or fundraising campaigns.
  • Use up to five cards per video.
  • Use cards to cross-promote other creators and credit collaborators in your video.

End screens are also a powerful tool that can help extend watch time on your channel by directing viewers to something next at the end of your videos.

You can add them to the last 5-20 seconds of a video and they appear on both desktop and mobile.

Here are some tips for optimising end screens:

  • Use end screens to promote up to four different elements: a video or playlist, encourage viewers to subscribe, cross-promote another channel and link to approved websites.
  • Consider leaving space at the end of your video for your end screen elements to sit.
  • Do not use card teasers and branding watermarks during an end screen because both are suppressed.

7. Include Video Transcripts And/Or Closed Captions – CC

Did you know that 83% of consumers watch videos on mute and it is true. Research from Verizon shows that 80% of people are more likely to watch a video in full if it has captions.

Therefore if you want to keep this traffic then you will need to add closed captions to your video and should also include something else like a video transcription.

add transcripts and or closed captions

Adding a video transcription and a closed caption to your video will help your web page rank better as Google’s crawlers will scan the text for keywords and rank the page accordingly.

They will also help you attract more voice search traffic and make your content accessible to people who cannot listen to videos.

To add a transcript and closed captions to a video – simply use a transcription tool or manually insert them yourself.

8. Video Likes and Dislikes

Likes and dislikes are among the hundreds of signals that YouTube considers for ranking. Their recommendation system learns from whether or not viewers are choosing to watch a video.

The system learns how much of the video the viewer watches and if they are satisfied. Your overall video performance is decided by a combination of these factors.

Typical Audience Retention Data learns how YouTube Analytics now reports key moments in audience retention to help you understand what is working and what is not.

YouTube like dislikes share comment save

You now understand why many YouTube creators ask viewers to like their video, post comments, share the video on their social networks and subscribe to their channel.

All of these are forms of viewer engagement and satisfaction – they are all signals that YouTube considers for ranking.

9. Supplement Your Video With Good Website SEO

While video SEO is an excellent strategy in itself, search engines would not rank your videos unless the rest of your website is search-engine friendly which means that you need to optimise your website by:

  • Checking your website is not blocking crawlers with a robots.txt file
  • Using keywords in your web page title tags and meta descriptions so search engines can understand the page contents
  • Optimising your images so search engines can index them correctly via naming your images – social media strategy rather than IMG392848.
  • Ensure your website loads in three seconds or less as faster websites rank better
  • Launching a sitemap
  • Minimising page redirects
  • Installing an SSL certificate
  • Using a mobile-friendly theme
  • Targeting keywords relevant to your niche
videos with good website SEO

If you want to ensure your website’s SEO follows best practices then you should also double-check that you are not making any technical SEO mistakes.

10. Video Uploads and Playlists

Regular publishing schedule can draw viewers back to your channel to watch more videos and by using playlists – this can help them easily find more of what they like on your channel.

To stay on top of viewers’ minds – many creators find that setting a routine publishing schedule will help viewers know when to expect their next release. It is like anticipating when the next episode of your favourite show is coming out next.

Subscribers can find your new uploads in their subscriptions feed and can opt-in to mobile or email notifications based on their interests.

YouTube video uploads and playlists

11. Measure Your Performance

If you want to succeed with video SEO strategy long-term then you will need to measure the performance of your videos so you can adjust your strategy accordingly. This means you will need to track metrics like:

  • Watch time – the total amount of time people spend watching your video.
  • Average view duration – how long the average viewer spends on your video.
  • Viewer demographics – what gender your viewers are and where they live.
  • Conversion rate – how many people buy your product or service after watching your video by using link tracking software.
  • Bounce rate – how many people leave your website after only viewing a single video or page.
measure your performance

Stay Ahead of Video Optimisation Developments

Video SEO has changed dramatically over the years hence use these guides to optimise your videos for search and discovery as quickly as possible.

Marketers have forecasted that millions of YouTube viewers will watch the platform’s content on connected TV – CTV devices in the near future.

Now YouTube viewers have pivoted to TV screens as their method of choice for watching content – a trend that is experiencing significant growth during the height of the pandemic.

connected TV - CTV device

Using a TV clicker to tap out each letter of your target term on your CTV can be long winded and painful.

Maybe the integration of voice search will make this easier in the future or maybe getting found on Home or Suggested Videos and Related Topics will make YouTube Search a relic of the past.

Watch this space!!!

Get Started with Video SEO Strategy Now

If there was ever a time to add videos to your digital marketing strategy – that time is now. Research shows that online videos will account for 82% of internet traffic in the future and rising.

If you want to win some of that traffic then you will need to start producing videos now with our Video SEO services.

Now that you have learned how to use video SEO to your advantage – there is only one question left to answer: how can we help you incorporate video into your video SEO strategy?

video seo services include

At Best-Digital Marketing, we utilise video SEO best practices and techniques to get you the results you want so call us today on 07794 113 607 or for a customised video SEO plan pricing.

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why is website content important for business

Why Is Website Content Important For Business?

Why Is Website Content Important For Business?

Can you imagine showing up to a website that had little to no information or descriptions of the company’s services? Most people would instantly click away and go looking for a more reliable source of information.

This is why website content is important for business to find success online.

why is website content important for business

As you create your website – the words, texts, visual, audio and media on each page plays a pivotal role in converting each visitor into a lead or a paying customer.

Learn why website content is important for your business and how you can create it easily and effectively. There are in no order of importance since all of them are equally important.

1. Give Target Audience Valuable Information

Arguably the most important reason to have highly engaging content on a website is to educate, explain and inform target audience on your website.

Without high engaging content – no one will know what your business is all about, what you stand for and how they can benefit from what you have to offer?

give target audience valuable information

Regardless of the types of content you decide to share – always ensure the content is highly-engaging and gives audience a clear picture of your business or brand.

Make sure to take the time to write down all the details about your products or services on landing pages and other parts of your website. As long as the information you share is readable, clear and straightforward – it will provide value to anyone who views it.

2. Engaging Content is Important to Google

While it is vital to have high-quality content on your website, only a few people will ever see it if you do not focus on getting it indexed by search engines.

This is done through the proper practice of search engine optimisation – SEO strategy optimisation which is why content is crucial on a any website.

Google loves all forms of interesting high engaging content and it favours video as well as clearly written blogs.

The better your website is able to use SEO best practices and techniques – the more likely it is that people will find your content and be able to learn more about your business or brand.

3. Focus on Keywords, Phrases or Terms

One of the most important aspects of content for SEO is the usage of keyword search, phrases and/or terms. These are search terms that highlight everything from your products and services to items that are directly related to your offerings.

focus on keywords phrases terms

Keyword search tools like Ahrefs and SEMrush are popular resources for conducting keyword research which will give you a better understanding of what to write about.

They will also give you an idea of topics you can focus on when creating video content, infographics ideas and different types of engaging content.

4. Key Is Content Marketing Effort

The importance of content for marketing purposes cannot be overstated. In fact – the term content marketing encompasses all forms of digital advertising including blog articles, case studies, E-books, videos, case studies, white papers and beyond.

key is content marketing

The more you can integrate all these types of engaging content marketing into your daily, weekly and monthly efforts – the higher your chances of reaching consumers whom will become paying customers.

5. Sharable Content Could Go Viral

There are no clear defined steps when it comes to making a highly engaging shareable video content or creative blog post to go viral.

But when creating content for your website – always focus on providing engaging value with your target audience to have a better chance.

shareable content could go viral

Especially when making video content, there are steps you can follow to improve the likelihood of it reaching more people.

Avoid producing content with the goal of going viral instead create content that is catered to specific demographics that will naturally lead individuals to share it with their family, friends and acquaintances.

6. Conversion from Social Media

Sites like Facebook and Instagram have long been used to attract potential customers from social media to landing pages. Good website content is important to keep these audiences on the website for a longer period of time.

conversion from social media

If you can hook them from the beginning then your odds of getting a sale from that person will dramatically increase.

Ensure your website has content that is engaging and captivating as anything you are sharing on social media to increase conversion rates.

7. Index Webpages on Google

When you create more engaging content and more pages for each of the products and services you offer – you are informing Google, Bing, Yahoo and other search engines what your business is all about.

Whether you are a plumber, electrician, roofing contractor or a website design company – you want to be found when audience are searching for what you offer.

index web pages on google

Creating great content webpages that target a search, explain what you do, and have an effective call to action are vital for an effective web design strategy presence.

If Google is unable to analyse what your business is all about or does not think that it matches what the audience is looking for then they will not show your business at all. To do this is by indexing you webpages once you have created and published them on your website.

8. Internal Links for Website Navigation

An additional benefit of having high quality content on your website is the ability it gives you to use internal linking strategies. A website is like a pathway that consumers should be able to follow from page to page, leading them on a journey to their final destination.

internal link to website navigation

The ultimate goal is to use internal links in an effort to send people to the next stage of your content marketing funnel.

Successful linking makes your website more user-friendly and makes it much more likely that visitors will end up visiting other products, pages or information posts that you offer and potentially leading to more leads and sales.

9. Evergreen Content for Long Term

When planning out your website content strategy, it is important to craft ideas for pieces that will remain relevant for longer periods of time.

Known as evergreen content – this concept has SEO benefits and gives you more authority with Google and other search engines.

evergreen content for long term success

The best way to do this is by looking closely at your industry and determining what will and will not be changing over the next few years.

If there are current trends you feel will stay around for the long haul then create evergreen content surrounding that subject and promote it heavily right out of the gate. You will earn credibility and establish yourself as a trusted source in your field as an industry expert.

10. Encourage Viewers with Call to Action

The last factor for any good piece of engaging content is to include a powerful call to action – CTA that will urge viewers to take the next step in the buying process. It is important to realise that a CTA is not always meant to get someone to make a purchase.

They can be an invitation for an individual to download an app or pdf document, subscribe to a newsletter or view another piece of content and more.

call to action

11. Get More Leads, Sales and  Revenue

Unless you are able to rapidly develop massive amounts of followers through word of mouth – it is important to have good engaging content on your website to build your sales funnel.

While it can take some time and energy to get off the ground but you will be happy that you put in the effort.

more lead more sales more revenue

Teach consumers by writing blog articles, explain your services with videos and show customer testimonials with case studies.

Quality website content optimisation is certainly the most effective way to get more leads and sales which then gives you a stronger customer base that will buy your product and/or services.

This is Why Website Content is Important for Business

As you work on your website – content is the most important aspect to plan out and create. Whether you are designing a brand new website or revamping your old one – make sure to take the time to research and strategize the types of content that is most effective.

get started with website optimisation

Now that you know the importance of good content on your website, why not work with a reputable content marketing agency that knows how to do both?

Best-Digital Marketing Services is a great rated web design company that also offers content creation services. Get in touch with us today by calling – 07794 113 607 or complete our online contact form for more information.

We look forward to working together on your existing or future projects in the near future.

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what are the benefits of video SEO

What are the Benefits of Video SEO?

What are the Benefits of Video SEO?

Video SEO – search engine optimisation is often an overlooked area of SEO since most business owner’s focus on optimising their websites or social media profiles. But video SEO strategy can be very effective when it comes to driving traffic and generating leads for your business.

In fact – over 1 Billion hours’ worth of video content is being watched on YouTube every day. YouTube is localized in more than 100 countries and is available in 80 languages and 62% of businesses use YouTube as a channel to post video content. YouTube is the second most popular search engine after Google.

benefits of video seo

According to WordStream – over 80% of marketers use video content to generate traffic and sales. There are numerous benefits of video SEO to be used in your business so why not get started now?

The Benefits of Video SEO for Your Business

Video SEO does not only allow you to get more eyes on your awesome videos but it can be a crucial part for your online digital marketing strategy.

Consider these benefits of video SEO to feel motivated to invest in video marketing optimisation for your business. They are in no order of importance since all of them are equally important.

Generate Traffic from Video – YouTube

Users view billions of hours’ worth of video content on YouTube every day. YouTube is as much a search engine as Google and can be an amazing platform if you want to massively increase traffic for your website.

generate traffic from video

By following video SEO best practices – you can rank your videos in the YouTube search results, get hundreds or even thousands of views on your videos and direct viewers to your website.

You can also include a variety of links in your video descriptions to send viewers to your social media profiles, inbox or landing pages.

Rank Higher in the Organic Search Results

Search engines like Google not only look at the text on your website when determining whether to rank your website in the search results – they also look at what other types of media you publish.

Adding video content into the mix shows search engines that you offer a variety of media types and are going above and beyond when it comes to providing valuable content to users.

rank higher in organic serach

Google also has a Video Search tab and routinely showcases videos in the main organic search results that mean you can rank a video in the search results to drive traffic directly to your website.

Maximise and Re-Purpose Your Website Content

Just like you optimise your blog posts for certain unique keywords or phrases – you can optimise your videos with these keywords as well. If you are able to rank these videos on YouTube and/or in Google then you can then direct this video traffic to your blog.

maximise and re-purpose website content

This works in reverse as well. You can repurpose your existing blog articles as videos and then embed the videos into the article which will help your articles rank higher and attract traffic from video search.

Incorporate Educational Elements In Your Video

You need to ensure your video content strategy is educational to ensure you give your audience valuable insights. To produce an educational and engaging video – always make sure you:

  • Explain why you are qualified to make the video
  • Cover basic terms and their meaning
  • Use statistics, case studies and demonstrations
  • Add visual elements to the video like overlay text, diagrams, animations, etc.
  • Add an intro and an outro
  • Answer potential questions your audience may have in a frequently asked questions section
educational elements in Video

Build Links to Your Website

Since video content is highly engaging and shareable, you can increase your chances of attracting backlinks to your website from sites that choose to share or reference your video.

If you have unique and compelling videos then this gives websites a good reason to link to you.

building links to website

At the same time, you can earn referral traffic via the links you include in your YouTube channel bio and video descriptions. You can broaden this reach by sharing your videos across social media platforms and to your email list.

Reach Target Audience Across Multiple Channels

Researchers and Marketers have speculated that organic reach on social media may be hindered by businesses that include direct links to their website.

But video content does not seem to have this effect. In fact, videos tend to be very effective when it comes to boosting engagement and driving traffic and leads.

reach target audience across multi channel

With video SEO, you can rank your videos for unique keywords your audience may be searching for on both Google and YouTube. You can then share these videos across other social media platforms like LinkedIn, Facebook, Twitter and Pinterest to gain as much reach as possible including email marketing.

Do not just publish a video and wait for the organic traffic to roll in. Market your video across a variety of different social media platforms to gain as much online visibility as you can.

Boost Your Brand’s Social Presence

Video content gives you an opportunity to provide valuable information to your audience while solidifying your brand as an authority in your niche. It allows you to put a face to your business and build a stronger connection with prospective customers.

boost your brand's social presence

In all of your video content – you can reference your brand and direct viewers to additional resources.

That way if users find you through organic search and have never heard of your brand before then you can gain more online visibility and direct traffic to your website.

Experience the Benefits of Video SEO for Yourself

Video SEO goes way beyond simply generating traffic and leads for your videos – it can work to increase your online visibility for your brand across a variety of different platforms. Are you ready to expand your marketing with our video SEO services?

Therefore you can build brand trust, boost social engagement, increase organic website traffic and generate more leads rather than just a website SEO strategy.

Contact us today so that we can start working with you on a video SEO optimisation strategy that best suits your needs.

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Best Video Length For Social Media Platforms

Best Video Length For Social Media Platforms

What Is the Best Length For A Video for Each Social Media Platform

The best length for a video is two minutes or less and this advice comes with conditions. Different platforms, messages and audiences require different video lengths. The trends toward micro-content means viewers expect videos to be shorter on platforms that allow long-form videos.

You will see the best results when you make targeted videos that are only as long as they need to be instead of sticking to rigid guidelines. This means you deliver one message in an entertaining way without tangents or fluff.

best results when target videos deliver right messages to target customers

Keep reading on for a more in-depth dive into your ideal video lengths for various social media platforms and hosting situations. We have organised the most important points into a handy way that explores the best length for a video – be it for business or entertainment.

Where did the two-minute rule originate from?

Back in 2016, a study by Wistia found that audience engagement drops off considerably after about 2 minutes which is about 5% points from minute 2 to minute 3. After this, engagement continues to drop at a similar rate until you hit the 6 ½ minute mark.

This is when it levels off just above 50%. Video engagement stays at this level until about the 13-minute mark when engagement begins to drop again.

There are a couple of important points to note here. First – any video length up to two minutes maintains the same level of engagement. Whether your video is 15 seconds long or 110 – you will see the same level of engagement.

Second – people do not automatically walk away at the two-minute mark. Some people will start to leave at this point but you still have the bulk of your audience.

2 minute rule

If your video really needs to be at least six minutes then audiences who have stuck with you this long will likely hang on a little longer so do not cut your content short for fear of losing them. If you are offering something useful or entertaining then they will probably stay with you for another few minutes.

However there are a few limitations to Wistia’s data that we should point out. Wistia is a video software and hosting company that works mostly with businesses that apply to self-hosted videos but may not be as relevant to social media platforms.

Their data also includes about 560,000 videos that have not been segmented based on audience, goals or industry which means that we are dealing with averages here. In short – your results may vary.

How to Choose the Best Length for a Business Video

If two minutes is just a broad guideline – how do you decide how long your video should be?

The answer is simple – your video should be exactly as long as it needs to be and no longer which means that you are not aiming for a specific number of minutes or seconds. You should focus on your message and how to make it clear, concise and engaging.

These best practices will help get you started and they are all equally important.

1. Start with a single - focused message

If you try to convey too many messages viewers are unlikely to hear any of them. Multiple messages require longer and more complex videos. The attention of your viewers may wander.

One focused message

If your topic is complex then drill down to a single question and just answer that. If necessary – you can create a series of videos to cover other related questions.

The key takeaway is: stay focused. Videos that take too long to get to the point lose viewer interest.

2. Where does your video fits in the marketing funnel

If someone has never heard of your business or product – they do not know what to expect and it might be too much to ask them to commit to a long video. On the other hand, videos for your established audiences can be much longer.

For example – a video tutorial on how to use your product might need to be less than a minute long if it is going to be shared on social media. The video that will be emailed to customers after they have purchased a product can be a little longer.

where does your videos fit in the marketing funnel

In the first case – your goal is to help new customers decide whether your product is easy to use. In the second case – you go into more detail because users are relying on you to help them understand what they have purchased.

3. Plan your video length based on your platform

From social media to self-hosting, the platform will determine how long your video can and should be. Do not just create a video and blast it out on every channel.

Make sure to learn and be aware from the start where you intend to share your video. We examine ideal video lengths for each platform in detail below.

Best Length for a Video By Platform

Every platform has its own length guidelines based on what the platform is capable of hosting and what it thinks its audience wants to see. When selecting an ideal video length, always keep your intended distribution channel in mind.

Plan your video length based on your social media platform

Here are some of the more common platforms and guidelines for each.

Facebook Ads

Length: 15 seconds

For Facebook feed video ads, you can share ads as long as 241 minutes. Yes – that is minutes and not seconds so in theory – you could have a Facebook ad that runs for 4 hours. We do not recommend doing so and neither does the platform. Facebook says that more people will watch to the end of video ads that are 15 seconds or less.

In-stream video ads  – this are ads played while someone is watching another video can be no more than 120 seconds and should be much shorter to avoid annoying your audience.

facebook video ads length

Remember – you are serving this ad to someone who is actively watching something else therefore minimising the disruption is a smart strategy. For videos shared on your Facebook page ensure to keep the two-minute rule in mind.

Video ads on Instagram can be no longer than 60 seconds. Facebook – which owns Instagram loves to stress that videos from Facebook can easily be repurposed as Instagram ads but this only works if your Facebook ads are short.

This is one reason why it is a good idea to apply Facebook’s 15-second guideline on Instagram too. Videos in an Instagram feed loop continuously so take that into account when planning your video.

instagram best video length and instagram tv -igtv

The rebranding of IGTV as Instagram TV means that organic videos on Instagram can now be up to 60 minutes long. Instagram Reels also updated their video length limits and you can now share videos up to 60 seconds long.

Tik Tok

Length: 16 seconds

Tik Tok lets you create videos up to 60 seconds long however the best average length was about 16 seconds according to one marketer who examined Tik Tok’s best 100 videos in 2019.

tik tok best video length

The exception might be if you are making a News Feed App Series Video Ad. In this case, you might want to aim for closer to 60 seconds.

Twitter

Length: 6 - 15 seconds

Videos on Twitter can be up to 140 seconds long. For ads, Twitter recommends videos that run between 6 to 15 seconds. Keep in mind that Twitter is all about quick content consumption so shorter is almost certainly better whether sharing to followers or serving an ad.

twitter best video length

Live videos are the exception to the shorter-is-better rule. With live videos, your goal is not to deliver a quick, focused message but you want to engage your audience in a more personal way.

Longer videos give more opportunity for your followers to see that you are live, join the stream and maybe even interact with you directly.

social media exception - as long as it is reasonable

When the live is over – you might take 20 to 60 seconds of it and repurpose that into a video for wider sharing and only do this if you have a section of the video that includes a clear, concise message.

Slicing out any random section of your live will not achieve much. You are much better off shooting a scripted video that gets your message across for those who were unable to join the live.

The average YouTube user can upload videos that are up to 15 minutes long. Verified accounts can go much longer. The platform hosts such a wide range of videos that it is not simple to make a unilateral statement about video length.

Many of the top most viewed videos of all time are music videos featuring celebrities. The rest are videos aimed at children.

It would be a mistake to assume that what works for them will work for you. Many YouTubers recommend making your video between 10 and 15 minutes.

youtube best video length

But these are professional YouTubers who want to make money from sponsorships and ad revenue. If your goal is to promote your business then choose your length based on where your viewer is in the funnel.

Self-hosted videos

Length: 2 to 15 minutes

The 2 minute rule also applies to self-hosted videos. If you are embedding a video on your website or directing them to your Wistia, Vimeo or another hosting page then assume that most of the audience will stick around for 2 minutes and about 50 percent will be gone by the time you get to 7 minutes.

self hosted videos best video length

Video Length by Location in Marketing Funnel

As we mentioned above – viewers who already know and trust you are more likely to watch longer videos.

Top of Funnel: Awareness

As short as possible - 30 sec or less

Top of funnel audiences have never heard of you or do not really know what you do. These audiences are least likely to invest time into watching your message.

Keep your videos aimed at them as short as possible. Ruthlessly remove anything that is not absolutely essential to your message.

top of funnel best video length

At this stage, the video should outline a problem and how you solve it and all essential info packed into a 30-second video so people who have never heard of them will be aware of your services.

Mid Funnel: Interest and Desire

Up to 2 minutes

Audiences who already know you exist are more likely to watch your videos for a longer period. People like the familiar and this gives you a few more seconds of their attention.

mid of funnel best video length

At this stage, your video needs to focus on a compelling case that shows why someone might want to purchase your product/services or join your organisation and be up to 2 minutes long.

Bottom of Funnel: Action

As long as it needs to be

At the bottom of the funnel – viewers are almost ready to act. They are willing to invest more time to make sure they are making the right decision.

bottom of funnel - as long as it needs to be

Webinars, tutorials and other long-form content can perform well if they are aimed at customers who are almost ready or ready to act.

Attention Spans: How Short Do You Think?

If all of these different guidelines have left your head spinning – do not worry. We can simplify this even further.

You may have seen the oft-repeated statistic that the modern human’s attention span is shorter than that of a goldfish. That might convince you that the best length for a video is always as short as possible – this is not true.

If it were, we would never finish a video project. Do you have any idea how long it takes to animate even 15 seconds of quality video?

The truth is that the average person will not spend more than eight seconds watching something that does not capture their interest. Your goal is not to condense your message into eight seconds or less but give your audiences a reason to keep watching.

give your target audiences a reason to keep watching

There are tonnes of content out there. Your audience must immediately know what your video is about and must quickly understand why it matters.

Video is useless – if audiences cannot tell what it is about, do not know why it matters and are not informed or entertained. Instead of focusing on length -focus on quality.

Concise, engaging and focused videos always outperform the competition every time.

The Secret to Optimal Video Length: Test and see

The secret of finding the perfect video length is that there is no perfect length that applies to all industries and all situations. You set your video up for success when you test several different video lengths and track your results.

You can streamline this process by partnering with a video creation company with experience in your industry. They will know what works and what does not.

there is no perfect length for a video

Remember that video views are not the best indicator of success – unless your goal is awareness. Choose a video metric that directly correlates to your goal for the video:

  • Did the person click the link at the end? This shows engagement.
  • Did they actually purchase something or at least sign up for a consultation call? If so, this video is effective no matter what the length is.

The best length for a video is not a hard and fast rule – it is a starting point. Your video can be longer than the ideal as long as it is that length for a reason.

If you have padded it out with extra information or gone off on tangents then cut it down.

Conclusion

The best video length for a video - meets your goals

Remember these guidelines for video length are just that – guidelines. Different audiences, industries and goals demand different video lengths.

For the simple reason – our video creation experts at Best-Digital Marketing Services have helped businesses in all kinds of industries to create the ideal video for their audience and goals.

Contact us today to start creating videos that are exactly as long as they need to be.

For full Video Production Services package functionality

and select the package that suits your business needs.

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Further Reading: Benefits of SEO

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Best Video Length For Social Media Platforms.