By now, were all familiar with media, such as images and video, appearing in search results. Googles Universal Search results represent additional ways for websites to be found but often, rich media like those found in Universal results are an afterthought to text content in the Search Engine Optimization (SEO) strategy.
Its true that when we think of content as part of our SEO plan, our brains often go right to text; but other forms of content video and imagery are the key to being found in more places for more queries more of the time.
In this post, well look one very big reason you want to include video and imagery in your SEO strategy: click-through rate (CTR). Then, Ill go over some tips for starting up your rich media plan for organic search, including basic image optimization and video optimization best practices.
As SEOs, theres one big thing we can all agree is valuable, and thats a targeted user clicking through from the organic search result to our content. For many, this can be the first step in the conversion journey.
Its well documented that including images in posts on social platforms like Facebook and Twitter increases the likelihood of engagement. And according to some new data from BrightEdge (my employer), it looks like the same goes for the organic search channel.
Its a no-brainer that if you have more than one listing on a search engine results page (SERP), like a web page and a video, for example, your brand visibility increases. But how do images and videos fare against the classic results on the SERP?
At BrightEdge, we wanted to figure out if rich media like videos and images outperformed the classic (text/web page) results. To answer this question, we dug into our massive data repository, the Data Cube, and collected every bit of click data we could for six months across all queries available. Then, we had our research analysts crunch the numbers.
(Some of that research can be found in a report we published, but well expand on it a bit in this post.)
What we found in our data set was an interesting click curve that showed how images and videos fared against the classic results (web page), and how that differed by position in the SERP.
Read the original here:
The 2 Types Of Rich Media Your SEO Plan Cant Ignore