How Video Boosts Rankings and Conversions

If you’re a plastic surgeon or cosmetic professional, then you know the power of adding visuals to your website. Of those, video is by far the most effective as it engages all the senses — and studies show that the more senses you engage, the higher the conversions will be.

Today, adding video to your website is surprisingly easy.

But it wasn’t always that way.

When I created the first web salesletter that incorporated videos back in 2004, broadband wasn’t fully adopted yet and YouTube only came out in late 2005.

I added about 20 short video clips to the web page — mostly excerpts of the product (it was a DVD training library) and video testimonials. They made the page agonizingly slow to load. I used so many compression tools that the videos ended up being a little fuzzy.

It was a risky move. But it paid off, for it became the first salesletter to gross over a million dollars under 24 hours — a feat that has been repeated countless times since (with salesletters using videos).

Nowadays, a website without any video is not only rare but also considered stale or passive. And in some cases, it may even be a deterrent.

If you want to attract more patients to your practice, adding videos to your website is almost essential. It can showcase your expertise, humanize your message, and dimensionalize your work.

Since the second largest search engine in the world is YouTube, it also makes sense to have video content that’s properly optimized for SEO, too. In fact, Google’s algorithms are increasingly prioritizing websites with video content. They also have some of the highest clickthrough rates (CTRs).

So having good, quality content that’s relevant to your target audience is the most important part of SEO. But when you combine video with your content, you increase your chances of getting higher rankings and clickthroughs.

Plus, it will add to your dwell times, a crucial ranking signal.

However, videos must also have good content. I’m not talking about the production value. I’m talking about the value it brings to the user. Just adding video that makes no sense or doesn’t add any value to the page may actually work against you and cause your rankings to drop.

But videos that provide good content and boost your existing content will increase the likelihood that others will link to and share your content are higher, which will in turn increase external signals to your site and boost your authority.

Now, telling you what constitutes “good video content” is subjective. Probably more subjective than written content.

But let me share with you five ways you can add video.

This is what I call my SPEAR formula.

Think of using video like a spear that pierces through your user’s distractible, fish-sized attention span. SPEAR is an acronym that stands for:

  1. Support
  2. Proof
  3. Emphasis
  4. Appeal
  5. Response

Here’s what they mean.

1. Support

Use video to educate viewers and provide supporting content — or to support an existing part of the content. Embed video where it makes sense and/or surround it with other relevant written or visual content. Or add a transcript of your video, which will also increase the number of keywords.

By appealing to the visual, auditory, and kinesthetic senses, the video will engage the user far more than simply reading text.

Some people learn and understand better with visuals, sounds, or both. Therefore, video engages all the senses, which is proven to increase comprehension, memorability, and credibility.

2. Proof

Use video to visually demonstrate your point or offer proof. Sometimes, a certain procedure may be hard to explain using text or images alone — such as using different angles, lighting, or closeups. By giving your content dimension, video helps to add value, validity, and believability.

It’s also a perfect opportunity to showcase results and offer examples, including demos. Above all, video is excellent for providing social proof, such as case studies, before-and-afters (or side-by-sides), and recorded testimonials.

3. Emphasis

Use video to emphasize and expand on a key point or idea. Video can help you dive deeper into complex topics that are difficult to explain, or that would otherwise require a considerable amount of written content to get across.

When it comes to explaining stuff, videos are considerably more efficient than text. And they’re certainly more effective at telling stories, too.

Stories tell but also sell. People need information to make informed decisions. Using video that emphasizes the benefits of your services will help users not only appreciate them but also visualize themselves enjoying the end-result.

Like the occasional illustrations in a typical book, videos help to illustrate parts of your content and do a good job at highlighting them, too.

4. Appeal

Use video to appeal to and empathize with your target audience. It can also ensure that your content is relatable and connects with them. People prefer to deal with people, and video can create a genuine connection with your audience, which also breeds authenticity and builds trust.

Videos can make your content more personalized and compelling, but they can also make you stand out in an ultra-competitive marketplace.

You don’t have to be entertaining. Be engaging. And the best way to do that is by appealing directly to the problems and desires of your audience.

5. Response

Use video to respond to questions your potential clients might have about your brand, your procedures, or your industry. Your answers will educate users and empower them when making a decision.

It will also convey your expertise and authority, which will also boost your SEO signals. Search engines look for authoritative content and give preference (i.e., higher rankings) to websites that provide it.

Finally, here are some additional tips.

Remember, just like with your written content, your videos should be personal, conversational, and direct. They should speak to the individual — as if you were right there, in front of them, engaged in a one-on-one conversation.

You’re writing for your clients and your patients. Your website is not a medical journal meant to impress your peers or to educate your industry.

Similarly, your videos are not university lectures, either. You don’t have to be a professional actor. Just be professional and personable.

About The Author

Avatar of Michel Fortin
Michel Fortin is a certified SEO consultant, content strategist, and marketing advisor helping plastic surgeons, cosmetic surgeons, and medical aesthetic clinics attract more patients. Since 1991, he helps cosmetic and aesthetic professionals increase their visibility and grow their practices. He is the author of the More Traffic Memo™ SEO email newsletter.

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