by Rebecca Appleton.

The saying ‘content is king’ has never been truer than it is right now. With Google on a push to refine their ranking systems and understand more clearly than ever before what makes a good website, presenting the right kind of content, in the right way can make all the difference to search engine rankings and conversion rates. Amidst the revisions to the Panda algorithm and the traditional understanding of content as being primarily about the written word, video marketing is something of a lost art.

When web publishers and search engine optimizers talk about optimizing content and improving search engine rankings, invariably the focus is on website copy, articles and news releases. We talk about writing content that engages, spend hours mulling over interesting blog post ideas, draft in experts to pen news releases and link bait articles, all in the name of the holy grail – page one rankings. The reality is that somewhere amongst this dedication to increasing online brand presence, video marketing should be given a second and even third thought. Studies have shown that video ads convert extremely well and some researchers even claim internet video provokes more of a reaction than TV ads do.

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