When you want to use social media, your website, and other digital marketing tools to drive customers to your dealership, video content is a great way to do it. The good news is, you don’t have to be Steven Spielberg to do it.

By now, we’ve all heard that search engine optimization (SEO) is critical to your website’s success, but SEO isn’t limited to text. It can be boosted by video content as well.

Here are four ways that video content can improve the effectiveness of the SEO on your website and get people through your front door.

1. It All Comes Down To Google

If Google cares about video, you need to care about video. And Google cares about video. So then the question becomes, how do you use video content effectively to improve your SEO in Google’s eyes?

For starters, Google cares about the quality of your content and its relevance to what someone types into Google’s search bar.

When you search for something, Google looks at the text on billions of websites and other types of media that might answer your question to help you get the best answer to your question.

The same is true for your customers. When they search for a particular vehicle model or want to know how often they should rotate their tires, Google searches for text and videos that answer this question. If you have a video that answers this question, Google will point people to your website.

2. Video Generates Traffic

One of Google’s methods to determine search rankings is the amount of traffic going to a page. The thinking is, if a website has a large number of people visiting it, then it must be doing something right. If other people find the content relevant and informative, then you probably will too.

When building a website and social media presence, you want to be that website that draws the traffic and catches Google’s attention. How do you do that?

Engaging video and entertaining content. More people are likely to discover your website through a YouTube or Instagram video than through a specific Google search.

The more videos you make, the more traffic you can draw to your pages. You don’t need to turn your showroom into a soundstage by any means, but consistent content that pertains to your industry will help build your awareness.

Think about what people search for, then see if you can create a video that answers that question. Topics might include:

  • How to save on a new car?
  • Is it better to lease or finance?
  • What cars come with Apple CarPlay®?
  • How do I check my tire pressure?
  • How often should I rotate my tires?

YouTube and Instagram videos that answer these questions and link to your website will raise your awareness on Google.

3. Video Holds Your Attention Longer

Are you still reading this? Wouldn’t you prefer a video that explains this to you? The same is true for your customers. A video will typically keep your audience engaged longer than a blog post will.

This is important because Google tracks how long people stay on your website. If they stick around for a few minutes, Google infers they found what they were looking for. If they click away after a few seconds, Google concludes the opposite.
You want people to hang around. Video grabs attention and consistently holds attention for longer periods.

4. Views Bring Backlinks, and Backlinks Bring Authority

The more people who link to your content and share it, the more authority Google believes you have. This authority is another factor Google accounts for when ranking its search results.

When you want to be at the top of the list, you need to be the most authoritative. Views and shares bring this authority.

By posting video content to YouTube and social media channels such as Instagram and Facebook, you create an opportunity for more traffic to your website that will boost your rankings.

So, what does this all mean? When you create relevant video content that answers people’s questions and holds engagement, it will help tick Google’s checklist and boost your search results ranking.

What are you waiting for? Take out your phone, say, “Action!” and start posting. The more you do it, the more comfortable you will be and the more your search ranking will rise.

fusionZONE Automotive, LLC, the automotive industry’s highest-performing dealer website solution, and WheelsTV, the automotive industry’s standard of excellence in video test drive reports for more than a decade, today announced a partnership in which fusionZONE will offer their customers access to WheelsTV’s 6,000+ video test drive reports.

The partnership provides a timely video solution for fusionZONE’s clients to address increased consumer demand for visual content, in part due to the COVID-19 Pandemic. WheelsTV delivers essential vehicle information in an independent, concise, and upbeat video presentation highlighting today’s most searched car shopping resources online: vehicle test drives, key features and options, and walkthroughs of the interior and/or exterior of the vehicle.

Dealers can now help their site visitors conduct two hours of research in just two minutes by viewing WheelsTV videos on fusionZONE websites, all while increasing time-on-site and guiding the shopper down the purchase funnel.

“We now live in a Video Economy© where car buyers’ demand for full-motion ‘on the road’ video test drives are at an all-time high,” WheelsTV CEO Jim Barisano said. “Today, most dealers struggle with high-quality, relevant year-make-model video content. And now, with access to the most extensive video test drive library in existence, covering year-make-models 2008 to present, fusionZONE dealers will have a video for almost every car on their lot.”

WheelsTV’s videos provide three significant benefits:

Consumers stay on the dealer’s website longer to research and make more informed purchases.
Increases trust between the dealer and the consumer.
Increases engagement and advances the car shopper’s path to purchase.

“We are excited to offer WheelsTV video test drive reports to our customers. Dealerships simply don’t have the time or budget to produce ‘on the road’ video test drives for every car they sell – but now, with WheelsTV, they’ll have a video for almost every vehicle on the lot,” fusionZONE’s CEO, Ed Barton, said. “The videos will support our dealers’ site visitors by providing the essential facts, vehicle specs, and professional insights in a quick, energized, ‘on the road’ presentation. There’s no sales pitch, so consumers gain trust and rapport with the dealer, which will result in increased sales.”

The fusionZONE/WheelsTV partnership adds an essential research, marketing, and sales tool to fusionZONE’s industry-leading lineup of dealership websites, further helping to speed the sales process for consumers and dealers.

About fusionZONE Automotive, LLC
fusionZONE Automotive offers automotive dealers the nation’s fastest, most cutting-edge customized and responsive websites. fusionZONE Automotive websites drive website conversions and leads, helping dealers sell more cars. fusionZONE also offers complete, progressive digital marketing solutions, streamlining the digital process for dealerships of all sizes. fusionZONE Automotive websites are designed to not only garner as much traffic as possible for dealer clients, but to actively convert that traffic into leads and sales.

fusionZONE is based in Lakeland, FL.

About WheelsTV:

WheelsTV is the industry standard in video test drive reports. With the world’s most extensive library in existence, over 6,000 independent videos covering 95% of the North American new and pre-owned light vehicle market. WheelsTV’s video reports provide deeper engagement, greater excitement, and quick answers to millions of car shoppers across North America. By helping car shoppers speed their vehicle research with video test drive reports, dealerships grow sales and build long-term consumer trust.

The WheelsTV production team’s lineage extends to popular primetime automotive television series seen on the Discovery Network, PBS, Speedvision, the Family Channel, and in 104 countries worldwide.

WheelsTV is based in Boston, MA, and Groton, MA.

 

Read more about WheelsTV here.

As we discussed in Part 1 of our series, video plays an increasingly vital role in your SEO, or search engine optimization. With search engines like Google placing more weight on quality video content, you don’t want your website to be left behind in search rankings.

This week, we’re looking at effective ways to improve your videos. With the following tips, you can not only enhance the look and feel of your business’ website but also work to enhance your SEO.

Keep these ideas in mind as you build out your business’ portfolio of videos. Your video marketing efforts could pay dividends as you start ranking on SERPs (search engine results pages).

Produce Videos That Inform or Educate

Don’t make videos just to have some video content on your website. If the video is only still images or text content already on the webpage, it’s not adding any real value to the viewer.

Video has some advantages over text and still images, so use them to your advantage. If you’re looking to add a personal touch to your website (and your business), and informative video hosted by an owner, manager or employee is a great way to do so.

In the following example, the dealership uses video to inform and elaborate on its new temporary service center location during construction. The video utilizes drone footage to show visitors where the new service and parts departments are located in relation to the dealership’s other facilities. The video footage is both engaging and educational, and it certainly adds value to the webpage and for any visitors.

The above video is also surrounded by context, which we’ll cover next.

Surround Your Videos with Context

Placing a video or multiple videos on a webpage and calling it good doesn’t do the trick. You want to lead into the video with some context. Introduce the topic through text above the video, then elaborate further below the video.

By surrounding your video with relevant written and visual content, you’ll create a complete picture of the video and page’s topic or goal.

Host Videos on YouTube

While it makes sense to promote your videos on your website and social media channels, it’s a great idea to host the videos on YouTube. For one, Google is much more likely to rank videos hosted on YouTube. Since Google owns YouTube, it shouldn’t come as a surprise that they would rather promote content hosted on its property than somewhere else.

YouTube is the largest video search engine, so ranking high can be a win-win for increasing views and driving organic traffic to your website. Google and YouTube rank videos a bit differently, but increasing your views on YouTube can help your video rank higher on Google.

Consider the Technical Aspects

Creating videos for enhanced SEO isn’t as simple as shooting and editing the video and posting it on YouTube and your website. Search engines like Google utilize backend information to categorize, label and prioritize videos. With this information, search engine crawlers and YouTube can better promote your video to the right audiences.

Google and YouTube use various data to rank your videos, including:

  • Title
  • Description
  • Category
  • Keywords
  • Tags
  • Links to the video
  • Comments
  • Likes and dislikes
  • Video length
  • Audience retention
  • Subscribers after watching

Final Thoughts On Enhancing Your Videos

We’ve covered a lot in this short series on video and SEO. Here’s a recap of what we’ve discussed here:

  • Create professional, entertaining videos that add value and people will want to watch.
  • Host your videos on YouTube.
  • Embed the video on your own site.
  • Promote the video across your social media channels for more views.
  • Remember to consider the meta data for each video.

If you’d like further assistance with your video marketing efforts, contact the fusionZONE team. We’re experts in digital marketing and SEO, and we can help your business rise above your competition online!

When you think of SEO, or search engine optimization, you may jump to the idea of optimizing your website copy or text to rank high in search results. Text content on your site certainly plays a large role in your organic search rankings, but did you know that adding quality videos can also improve your SEO efforts?

Everyone wants to drive more traffic to their website, and quality content — whether text or video — can help make that happen!

This week, we’re looking at how videos affect your SEO. But first, let’s review why search engine optimization still matters in 2020.

Why Does SEO Matter?

With more and more websites created every day, the online world is a crowded place. Running ads to attract traffic works but can be costly, so that can’t be your only way of bringing in visitors or customers.

When you’re competing for website visitors with your direct competition, it becomes even more clear why SEO matters. With quality SEO practices, you can tailor your website for both visitors and search engines.

With over 90% of online experiences starting with a search engine, you can afford to neglect your SEO!

Video Complements Your SEO Efforts

Google’s algorithms are always changing, but one thing that’s for sure is that Google search is increasingly prioritizing websites that feature quality video content.

Adding videos to your site can enhance your SEO and website in several key ways, including:

  • Reducing bounce rates: Did you know that visitors on average spend over twice as long on a webpage with video than one without?
  • Raising click-through rates: Video can entice people to move from the search engine results page (SERP) to your website if they know they’re about to watch a video on the topic they searched for.
  • Diversifying your content strategy: Placing videos between blocks of text can help break up the content on your website and elaborate on the page’s topic.
  • Improving your search ranking: As we’ve mentioned, Google and other search engines now weigh video more heavily than in the past. You don’t want to be caught flat-footed when video content matters in 2020 and beyond.

In the following example, we see how this dealership promotes its express service by not just telling you, but showing you. The video is attractive, professional, informative and adds a personal touch to the dealership’s service operations. This webpage also ranks at the top of the search results for this service in the local area.

Nissan Express Service

Want to Know More About How Video Can Boost Your SEO?

We’ve covered the basics of how adding rich video content to your website not only enhances your business’ online presence but improves your SEO efforts, too. If you’d like to dive deeper into a video strategy for SEO, feel free to reach out to the FZA Digital team. Search engine optimization is what we do, and we’d be more than happy to put our expertise to work for your business!

Next week, we’ll cover ways that you can improve your videos, so check back and stay tuned!