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Video Marketing: How It Improves Your Search Ranking

There is a common factor in all the below listed ads, have a look!






Any guesses? All these Indian ads are the most searched on Google with the highest hits on YouTube. Over the last few years, video content has skyrocketed up to an extent that audience now-a-days get bored of textual content. All they like to see a moving content! The year 2015 was a big year for videos, Facebook reportedly stated that twice as many FB users now like to watch videos more via the platform. YouTube too showed a surge in daily unique views which peaked at 1 billion. The digital marketers and experts predicted that by the year 2017, video content will itself account for more than 69% of consumer internet footfall or as we say traffic.


As more and more businesses & brands have now started to develop their own unique & interesting videos to increase consumer engagement, it is also important to think about how video marketing can also support your SEO strategy and development- If planned & executed correctly, it can make a real difference to your/ brand’s presence on web! Video Marketing basically,


So, let’s have a look at how exactly video marketing affect your website’s SEO ranking on Google Search Pages and how effectively can you leverage it in your content marketing strategy?


Videos Rank In SERPs

According to the Forrester study (2009), “pages with video are 53x more likely to rank on the first page of Google search results”. The study is 5 years old, but the point still holds its importance, there’s no denying Google SERPs prioritize video results. A lot of factors influence search engine ranking, but the crucial one is Google search algorithm update – Hummingbird – which prizes “quality content” over keyword optimization. Gareth Davies at WordTracker, claims that as much as “80% of the video content served up in SERPs are informational videos.” Videos that clear doubts and are useful for consumers are more likely to grab attention.

Takeaways for effective Video SERP

  1. Keep The Video Content Crisp & Precise
  2. Develop & Create Rich Video Snippets
  3. Transcribe Your Video Script


Rich Videos Make People Click

“Search results with videos have a 41% higher click-through rate than plain text”, states an aim Clear study. This is primarily because of the rich-video snippets beside Google search results.

The video thumbnails advertise quality video content to the consumers and make results with the embedded video to stand out prominently in a text-only wasteland.


Takeaways for High CTR

  1. Embed the videos directly to your website
  2. Add rich video snippets on your website

Videos Make Your Website’s Pages *Sticky*

One comScore study of retail sites has successfully showed that “ the visitors who watch video stay two minutes longer and are 64% more likely to purchase than other site visitors”, otherwise the average online attention span of a consumer is less than 8 seconds which indicates that if your website is plain with more of a text then it will experience a high bounce rate which inevitably affect your site’s SEP ranking.

Takeaways to reduce Bounce Rate

  1. Embed Video “Above The Fold” ( The fold is the imaginary line where visitors have to scroll to see more content. Generally it is 600 pixels)
  2. Use Accurate Video Titles

Note: Don’t panic if your bounce rate is around 40% as a 50% bounce rate is being considered as normal.

Videos Create Backlinks

“A video is worth 1.8 million words”, said Dr.  James McQuivey in Forrester study. Logically, “if a picture is worth a thousand words, and video shoots at 30 frames per second, then a 60-second video really does contain the equivalent of 1.8 million words”.

Video is much more than just words, it communicates useful information in a visual, interesting, easier & quick way. Quality videos with specified marketing goals, create great & useful backlinks to your site.

Takeaways for Link Building

  1. Embed Your Video
  2. Specify Your Video On A Single Topic/ Theme
  3. Create HD Quality Video


Quality video marketing strategy will improve the way you approach SEO practices to better! Thoughtfully supplement your inbound content marketing strategy with rich videos, and watch your website’s search rankings climb the charts.

Digital Marketing Trends To Look For 2016

Digital Marketing Trends To Look For 2016


We’re already in 2016 and god knows how many resolutions has been broken already but aside from the clichéd resolutions, digital marketers have definitely marked their goals and definitely ‘not-to-be-broken’.

The digital marketing industry is continuously evolving and every year user behavior, user preferences, new apps, new trends, and practices dictate a host of sweeping changes.

TheYear 2016 too looks promising on the digital front. So, here’s our take on the top digital marketing trends for 2016. Walking ahead of the digital curve is always a smarter way to face your competition and this list will help you do just that.

  • Videos will rule the digital kingdom

Videos and social media have become inseparable! You’re bound to watch one, two or more videosevery time you scroll through any of your social accounts. Brands are capitalizing on the fact that the users are interacting & consuming more video content. “Marketers have learned that video is good for more than attracting attention,” says Tyler Lessard, CMO of Vidyard- World’s leading video marketing platform. Talking about the demand for videos, he further added- “It enriched the customer journey at all stages, and it is more effective than other content at converting buyers.”


(Source- Google)

According to the 4th annual survey by the Web Video Marketing Council in the year2015 showed that 96% of B2B marketers are reportedly using video in their content strategy. The highlights of the survey (listed below) are more than enough to prove the craze for video trend.

  • 75% marketers have optimized video content for SEO and SEM. Yahoo recently tested a full-screen sized auto-play video ad and it surprisingly engulfed the entire search engines resultpage!
  • 94% of the feedbacks helped in the decision-making process for the brands
  • 73% said that videos have positively impacted marketing results
  • 83% used video content for website marketing while 50% used it for email marketing

And as a result, 41% planned to increase the spending on video marketing this year. Talking of videos, FB native videos don’t need any mention. They’ve already topped the checklists of content strategists.

The digital marketers should watch out for an explosion in video marketing in 2016 and if you’ve not started producing and tracking video performance, the time is now!

  • Live streaming gets a hit


(Source- Twitter)

Talking aboutthe increased popularity of videos or FB native videos, one more thing needs a mandatory mention and that is live streaming. Live streaming has taken the video concept to a new level entirely.


(Source- Twitter)

With a big demand for ephemeral marketing, anyone can now capture ‘exclusive’ content just with a mobile. In 2016, marketers and advertisers should not forget to explore Snapchat, Periscope and Facebook native ads for incorporating live streaming into their marketing strategies. Also, they should also plan it well for their YouTube presence. The best part about live streaming videos is they build a huge level of trust for the brands and has a wide reach in comparison to others.


  • Rise of the Instagram Ads

Back in 2015, Instagram introduced its native ads with direct response features that fit seamlessly into a user’s mobile feed. And with a huge engaged mobile audience of more than 400 million #instagrammers, Instagram ads are the best way to test and scale campaigns quickly. According to several reports, 31% of advertisers adopted the channel for brand advertising in just the first three months of availability. Below is a chart showing the steep growth of Instagram ads adopted by Naniganssoftware (It is a leading ‘Advertising Automation Software’ to find and remarket your most valuable customers across social and mobile users).



The direct response results on Instagram ads look really promising and in 2016, it is going to be the most favourable kid in the digital town. Talking about direct response results, a large online retailer increased return on ad spend 179% in a matter of 60 days while another retailer achieved a 219% increase in purchase rates. It is pretty clear that Instagram ads will really be a crucial revenue-generating channel for brands & advertisers.

  • Influencer Marketing will take off

This is another trend in digital marketing which has creating headlines. Last year, Nike paid a famous golf player a mammoth chunk of money and many other prominent athletes for reaching the right kind of audience at the right time.

Online influencers and niche bloggers are now offering global reach, credibility and trust to the targeted masses for brands. People like the ‘word of mouth’ trust especially coming through celebrities and companies are willing to pay for that attention.

A recent report from Group High reveals that 85% of influencers are ready to be the face of a brand for promoting a campaign or supporting a cause. Without a next thought, marketers should go for influencer marketing. Connecting with target audience has never been easier, whether it’s via blog post, Snapchat, status update or Periscope. It’s powerful, it’s viral, it’s native, it breaks the monotony of paid ads, it’s targetable and trackable; in one word- it’s IN.

From Forbes to Jay Baer, influencer marketing is reaching the lips of reporters and thought leaders across the globe.

A look at Google Trends illustrates the burgeoning growth of influencer marketing.


(Source- Google Trends)




  • Mobile marketing and apps will flood in


(Source- Google)

For this one, we can wrap up quickly! With the much talked-about “Mobilegeddon” algorithm update introduced by Google, 2016 will be more of mobile dominance over desktop and app-dedication.


(Source- Google)

Brands have realized the importance of being mobile friendly and a dedicated app for their brand providing all the possible facilities to the users just at the touch of fingers. With the steep rise of smartphone buyers, 2016 will be a significantyear for global brands utilizingapp and mobile marketing in their strategy.

Digital or popularly known as online marketing will not be limited up to these above-mentioned trends but these will surely be the most significant ones!  These trends are definitely worth of being included in your digital strategy this year. Remember, the earlier you start, the more time you’ll get to adjust, adopt and reap the full benefits of your updated ideas. The digital den is certain to amaze our marketing minds in 2016!


ORM Wins and Fails To Learn From!

Online reputation management, ORM is basically a strategy and process involved in monitoring, identifying and influencing your digital reputation and credibility online. If handled effectively, ORM strategy can also provide you with great and fresh opportunities and insight on increasing your brand awareness.

Here is a list of some of its biggest advantages for branding and advertising.

  • Positive ORM helps in increasing sales
  • It builds trust and credibility
  • It shows a brand’s best side
  • It is a great way for knowing the online insights
  • Good online reputation fuels the hiring process

But to the contrary, many brands are still not taking ORM seriously. They still commit a lot of goof-ups and grave mistakes. Brands are not following a standard procedure to respond online and often ending up in a disaster.

We have compiled a list of some ORM wins and fails, by which we can have takeaways (what should be done and what shouldn’t be). And for that, we would like to start with our very own Maggi!



Last year, a lot of hue & cry happened over Maggi- Ban, which came back for a while, again got banned and then finally a smashing comeback! Instant noodles brand Maggi is not only active on offline platforms but also on social media platforms but when they stuck in a crisis, they went into ‘let’s move strategically& gradually’mode.

Soon after the MSG news created a scary buzz, they only gave auto responses to those who expressed their concern. After the ban, some seriousness was instilled into its ORM. Nestle, continuously shared updates about the ban status while promoting some short emotional comeback videos reflecting consumer opinion- #WeMissYouMaggi. And the moment they cleared the second lab test, the CMD of Nestle India himself shared the good news expressing their joy on Twitter. A win for the year 2015.


  • Your consumer is above all, keep them first always
  • Address their queries/concerns properly
  • Connect with them emotionally, try to capture their feelings & thoughts
  • Communicate assertively with an authoritative face
  • Be creative in your approach &its hacking


The popular commercial music streaming service provider, was reportedly hacked by a Pakistani hacker back in May 2015 creating a lot of tension amongst the loyal users’ data concerns. But before it could get worse, CEO Satyan Gajwani took to Twitter immediately & handled the crisis perfectly.



Not only he confirmed the issue but also ensured all its users that their sensitive data has not been accessed. He further informed about the cautionary measures taken by Gaana against the same and also conversed with many users on a personal level. And guess what, he even invited Mak Man to be a consultant for resolving all its vulnerabilities!



  • 3 A’s: Acknowledge, Admit &Address
  • Conversation with customers is extremely necessary
  • Inform your customers about necessary things
  • Build a credibility factor
  • Try and approach a popular figure to help resolving any issue

So along with these ORM wins, we have some ORM fails too! Let’s have a look at them as well and learn what not to do when your brand’s image is at a stake.

The war between OYO and ZO Rooms


At the launch of OYO Rooms app, its competitor ZO Rooms put up some billboards and standees in the same venue where the launch event was taking place.



The billboards and standees conveyed some cheeky compliments but soon OYO took on ZO Rooms on Twitter along with its huge fan base.



The whole army began trolling ZO Rooms with the hashtag, #OyoLovesTrolls. Within few hours, it began trending on Twitter and by the end of the day, OYO bagged 30K downloads; Checkmate!


  • Play a mature & fair game online
  • Don’t indulge in ambush marketing too soon
  • Plan a good strategy if you want to troll any competitor
  • Online media is vast & jet quick in responding, so be prepared for worst consequences

Flipkart got red faced


Flipkart &Amazon, both the e-commerce giants have their own loyal customer base but when it comes to their social media updates, we digital marketers can learn a lot. Back in February 2015, a picture went viral where an Amazon delivery box was shown lying beside a Flipkart office counter; all thanks to Reddit!


To its response, Flipkart got all cheesy calling the ‘Amazon box as its dustbin’. Amazon, on the other hand, countered the social post gracefully and said, ‘there’s a bit of Amazon in every e-commerce company’.


Soon, Amazon’s inbox and social platforms flooded with praises and positive support leaving Flipkart red-faced.


  • Be careful what tone you’re using for your competitor
  • Never ever try to down market anyone on social media, every brand have their own supporters
  • Apologise whenever it is possible
  • Getting into a social broil should be the last option