Is Short-Form Video the answer to the Google Problem?

Have you noticed a significant drop in your website’s SEO (Search Engine Optimisation) rankings over the past few months? If you have, you are not alone. This change can be especially concerning if you’re a marketing professional, business owner, or part of a communications team.

Across industries, many have seen their once top-performing keywords decline, leading to reduced traffic and fewer conversions.

What’s causing these shifts, and more importantly, what can you do about it?

In this blog, we’ll explore the evolving landscape of Google’s search algorithms, from significant updates like Penguin and Fred to more recent changes that might impact your site.

We’ll explore practical strategies to adapt and thrive in this new SEO climate. Are you leveraging the potential of short-form video content? How can integrating this dynamic medium into your SEO plan help regain lost ground and capture the attention of your target audience?

You’ll be able to read on to find insights and strategies to help you recover and enhance your digital presence in a market that never stands still.

Screen shot for some short form content in Melbourne video production buy the jasper picture company.

Google is always adapting

In the ever-evolving world of marketing, Google’s search engine updates continually reshape how businesses approach SEO. Notable updates such as Penguin in 2012 and Fred in 2017 have significantly penalised unfair SEO practices, maintaining the integrity of search results.

These changes underscore the importance of adapting to new strategies for businesses that rely heavily on search engine visibility. One emerging strategy in the changing landscape is short-form video content.

Filming in Sydney, Video Production by The Jasper Picture Company

Historical Overview of Google Updates

Penguin Update (2012)

The Penguin update was a significant shift in Google’s policy, targeting sites that manipulated search rankings by purchasing backlinks. This crackdown helped level the playing field, ensuring that search results favoured sites that offered genuine value.

Fred Update (2017)

Fred targeted sites that compromised content quality by overloading pages with ads, pushing webmasters towards a more content-centric approach.

Additional Significant Updates

  • Hummingbird (2013): Focused on understanding the context of queries rather than just keywords, prompting a shift towards natural language content that aligns more closely with user intent.
  • Mobilegeddon (2015): Prioritised mobile-friendly websites in search results.
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The argument for short-form video content

Mobile Optimisation:

With the proliferation of smartphones, more people are accessing the internet on the go. Short-form video content is ideal for mobile users who prefer quick, bite-sized pieces of information.

User Engagement:

Short and concise videos stimulate the interest of viewers and keep them engaged. Unlike long-form text content, there is usually no dull moment in a short-form video. This increased engagement can lead to longer time spent on the page, which is beneficial for SEO.

Lower Bounce Rates:

Short-form videos have the potential to reduce bounce rates, as users are more likely to view, share, and interact with a piece of content if it’s short and engaging 

Google’s Algorithm:

Google’s algorithms are increasingly prioritising websites with video content. Short-form video can directly influence rankings and indirectly impact other factors that go into Google’s selection system.

Brand Awareness and Link Building:

Short-form video can be a powerful tool for raising brand awareness. They can attract attention and generate interest in a brand or product. Additionally, videos have the potential to be shared, which can lead to valuable backlinks.

User Experience and Engagement:

Short-form video can enhance user experience and engagement. By providing valuable and engaging content, videos can encourage users to stay longer on a page, reducing bounce rates.

Social Media Platforms:

Short-form video is popular on social media platforms like TikTok. By leveraging these platforms and creating engaging short videos, brands can increase their visibility and reach a wider audience, which can positively impact SEO.

Some short-form video stats

According to insightful statistics from a detailed analysis featured on Gitnux.org, short-form videos viewed on short-form video platforms have emerged as a pivotal element in digital media consumption and marketing strategies.

The data reveals that users spend an average of 19 minutes daily engaging with this type of content, with a significant 75% of all video consumption occurring on mobile devices.

The impact of short-form videos on marketing is noteworthy; 84% of marketers acknowledge that video has been instrumental in generating leads.

Furthermore, 68% of consumers express a preference for learning about new products or services through short-form video.

Filming short form video content for AMP by The Jasper Picture Company with Bernard Salt, demographer.

What people are saying about short-form video content.

Industry leaders recognize the impact of short-form content on digital marketing strategies. Neil Patel, a renowned digital marketing expert, says, “Short-form videos are not just a trend; they are becoming a central part of the content strategy. They are an effective way to engage users quickly and leave a memorable impression.”

Neil Patel front page of his website

Echoing this sentiment, Heather-Mae Pusztai, Buffer’s Social Media Manager, highlights the unique opportunity these videos offer for brands to engage authentically and spontaneously, which is crucial for building real connections with audiences.

Similarly, Gary Vaynerchuk, CEO of VaynerMedia, advises businesses on the necessity of video content, noting, “If you’re not posting video content right now, you’re lost. The platforms are giving enormous reach to video content, and by leveraging short-form video, brands can dramatically increase their visibility and engagement.”

Finally, Kim Garst, one of the world’s top social media marketers, argues for the integration of short-form videos into content strategies, saying, “They perform incredibly well on almost all social platforms because they are highly shareable and suitable for consumers who want their information fast and easy.”

Just how long is a short-form video?

Crafting the ideal length for short-form video content is crucial for maximising viewer engagement and meeting platform-specific norms. Generally, the average video length is kept under 60 seconds, aligning with the attention spans of today’s consumers and the formats supported by popular platforms like TikTok, Instagram Reels, and YouTube Shorts.

TikTok videos, for instance, are best within an optimal length of 15 to 30-seconds, (these are also delivered in vertical format) which is optimal for keeping the audience engaged without overstaying their welcome. Instagram Reels similarly benefits from the average length being in the 15 to 30-second range, allowing for a quick, impactful message delivered through engaging video content.

YouTube Shorts extends this slightly, with up to 60 seconds per video, providing just a bit more room for content creators to convey their message.

Tailoring video content not only to your marketing strategy but also to these time frames ensures it is consumable, shareable, and capable of holding the fleeting attention of users as they scroll through their feeds.

Integrating Video with Traditional SEO Strategies

Businesses need to adopt a content strategy to effectively merge video and, in particular short-form video, with traditional SEO. This integration involves:

  • Enhancing a Blog Post with Videos: Embedding videos in blog posts can significantly improve engagement metrics like session duration and bounce rate, which positively influence SEO.
  • Optimising Video for Search: Applying SEO best practices to bite-sized videos, such as optimising video titles and descriptions and using relevant keywords, can enhance visibility across both search engines and video platforms.
  • Cross-Promotion: Sharing video content on social media, aimed at your target audience, and linking it back to comprehensive blog posts can drive traffic while providing backlinks that boost search engine rankings.

A note about Voice Search and Video

The rising popularity of voice search is reshaping SEO, particularly for the short-form video format, as more users turn to voice-activated devices like smartphones, smart speakers, and virtual assistants to find information quickly and effortlessly.

Voice searches tend to be more conversational and longer than text queries, often phrased as questions or full sentences, which demands a different approach to content optimisation. For short-form video content, this shift means creators must adapt by focusing on natural language use and including precise, answer-focused content that directly addresses these inquiries.

Optimising short-form video content for voice search involves integrating relevant keywords that use these conversational tones.

Titles and descriptions should be carefully crafted to include these phrases, enhancing the likelihood that voice search engines select the video as a relevant answer to a user’s question.

Additionally, incorporating structured data and clear metadata into video content can help search engines better understand and index the video, making it more likely to appear in voice search results.

Filming short form video content in Melbourne, video production by The Jasper Picture Company

Impact of Visual Content on SEO and User Engagement:

The integration of short-form video content into websites significantly boosts SEO by enhancing user engagement and increasing time spent on the page. Search engines prioritise websites that provide a better user experience, often measured by how long visitors stay on a page.

Short-form video content is particularly effective in this regard, as they can quickly capture and maintain viewer attention, encouraging longer site visits. These videos also cater to the increasing consumer preference for quick and engaging visual content.

By embedding short-form videos that are both informative and engaging, businesses can dramatically improve their SEO metrics, making it a vital strategy for anyone looking to enhance their digital presence.

The Role of Analytics in Shaping Video Content Strategy:

Analytics play a crucial role in optimising short-form video content strategies by providing insights into what content performs best.

Key performance indicators for short-form videos include engagement rates, watch times, and social shares, each offering valuable data on viewer preferences. The longer people stay on your page and watch short-form videos the better.

Integrating User-Generated Content (UGC) in Video Strategies:

Incorporating user-generated content (UGC) into short-form video strategies can significantly enhance SEO and audience engagement. UGC brings authenticity and relatability to digital campaigns, traits highly valued by today’s consumers.

For short videos, UGC can come from customer testimonials, behind-the-scenes footage, or user-participation campaigns, which encourage viewers to share their own experiences related to a brand or product.

OUtside Melbourne Video Production by The Jasper Picture Company

Synergy Between Video Content and Other Digital Marketing Efforts:

Short-form video content can significantly amplify the effectiveness of other digital marketing channels. Incorporating short-form videos in email marketing can increase open rates and click-through rates, as videos are known to capture interest more effectively than text or images alone.

Similarly, featuring short videos in social media posts can boost engagement and reach, as platforms like Facebook, Instagram and Youtube Shorts favor video content in their algorithms.

FIlming in Melbourne, short form video content.

Long-term SEO planning

Long-term SEO planning is essential for businesses aiming to sustain and enhance their online visibility in a constantly evolving digital landscape. This strategic approach involves anticipating future changes in Google’s algorithms and user behaviors to maintain a competitive edge.

Integrating short-form videos into this long-term strategy is increasingly vital as consumer preferences shift towards more dynamic and engaging content formats.

To effectively incorporate short-form video, businesses should focus on developing a repository of evergreen video content that addresses perennial topics relevant to their audience, while also remaining flexible enough to respond to emerging trends and technologies. They should also look at utilising as many of the short-form video platforms as possible.

This dual approach ensures that content remains both timely and timeless, maximizing SEO benefits over the long haul. Additionally, leveraging video analytics is crucial; monitoring viewer engagement and interaction patterns can provide insights that help refine video content strategy.

Coming up with a Short-Form Video Strategy

To devise an effective short-form video strategy, businesses must start by thoroughly understanding their target audience’s preferences and behaviours.

This involves analysing which topics resonate most with their viewers and the platforms where these audiences are most active.

Companies should aim to create content that not only entertains but also adds value, whether through insightful tips, how-tos, or industry updates, making sure each piece is tailored to the short-form video platforms unique format and audience.

For instance, TikTok videos might be more whimsical and trend-focused, while LinkedIn videos could be more polished and professional.

The next step is crafting a content calendar that aligns with significant industry events, seasonal trends, or product launches to ensure relevancy and timeliness.

Matt Jasper filming short form video content for The Jasper Picture Company

Equally important is optimising each video for search by including relevant keywords in titles, descriptions, and tags, and employing strong calls to action to convert viewers into followers or customers.

Finally, consistently analysing performance metrics such as view count, engagement rate, and conversion metrics is crucial. This data should inform future content, helping refine strategies over time to better meet audience needs and business objectives.

Australia and short videos

In Australia, the adoption of short-form video content has become a pivotal strategy for brands looking to capture the attention of a highly engaged online audience.

With Australians spending an average of nearly six hours a week watching online videos, businesses across the country are increasingly leveraging platforms like YouTube Shorts, TikTok, and Instagram Reels to deliver targeted, compelling content that resonates with local viewers.

The trend towards short-form video in Australia is driven by the consumer’s preference for quick, accessible, and entertaining content that fits seamlessly into the fast-paced lifestyle.

Additionally, Australian marketers are tapping into unique cultural elements, off the back of short-form video trends, showcasing breathtaking local landscapes to integrating Aussie slang and humor, making each video not just a marketing message but a reflection of the vibrant culture.

Examples of great short-form content

Several corporations have harnessed the power of short-form video to launch highly successful campaigns that resonate with broad audiences.

A great example is Nike who set the pace with its inspirational “Just Do It” series on Instagram, featuring quick, powerful clips of athletes overcoming adversity, which significantly boosted engagement and reinforced the brand’s motivational image.

Chipotle capitalized on humor and viral trends on TikTok with its #LidFlip challenge, encouraging users into creating content and flip their burrito bowl lids, which not only went viral but also drove substantial in-store traffic.

Filming in Melbourne, jeremy Vallence and Emel Berdilek filming in Melbourne for ASHM and The Jasper Picture COmpany

Airbnb used short-form videos to showcase unique listings around the world, effectively conveying the wonder of global travel within seconds, increasing bookings and expanding their market reach.

Starbucks launched a series of quick how-to educational videos on making their signature drinks at home during the lockdown, strengthening customer connections through YouTube Shorts.

What's your story? The Jasper Picture Company video production t-shirt on display

The Jasper Picture Company and a call to action

At The Jasper Picture Company, our approach to short-form video content is tailored to maximize client engagement and elevate brand visibility in today’s competitive market.

We can create concise, compelling videos that capture essential brand messages within the span of a minute or less. Our strategy involves a collaborative process where we work closely with our clients to understand their unique brand identity and audience.

This enables us to craft personalised stories that resonate deeply with viewers and encourage high levels of engagement. Leveraging state-of-the-art production techniques and creative storytelling, we ensure that each video stands out not just for its quality, but for its ability to convey a clear, impactful message.

For our clients, this means enhanced online presence, better customer retention, and higher conversion rates. We also provide comprehensive analytics services to track the performance of each video, so that our clients achieve the best possible return on their investment.

At Jasper Picture Company, we’re not just producing short-form videos; we’re crafting powerful visual narratives that drive results and build lasting brand loyalty.

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