How, When and Where to Integrate Videos on Your Website

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    1. 1. Why Video?:

        • Video helps in user retention and increasing time spent by the user on the website:
          Users find watching videos more interactive and informative when they want to gain some information on some topic. Videos help users to relate to the situation and deduce conclusion about a topic more easily.


        • Convey more data in less time:
          Many internet users (including me :P ) do not like to read long tutorials and articles. Instead they prefer watching videos as they keep users engrossed into the topic from start to end. Also, the author is able to covey his/her ideas more clearly.


        • Lastly, the ultimate aim of any website, “Driving Traffic”:
          Modes through which the traffic can increase:

          • Videos go viral on blogs, Facebook, Twitter and on all such social media platforms and help in building more brand visibility and reputation over the internet
          • Most of the videos are hosted on third party video hosting services and then finally embedded on to the website, this helps in increasing huge referral traffic
          • And, how can we forget our own SERPs. Search engines now offer video as part of integrated search results. With proper SEO, videos can drive traffic.


        • Some quick facts about Videos on Internet:

      Percentage of video viewers on internet

        • 1 trillion – The number of video playbacks on YouTube.
        • 140 – The number of YouTube video playbacks per person on Earth.
        • 48 hours – The amount of video uploaded to YouTube every minute.
        • 82.5% – Percentage of the U.S. Internet audience that viewed video online.
        • 76.4% – YouTube’s share of the U.S. video website market (December 2011).
        • 4,189,214 – Number of new users on Vimeo.
        • 201.4 billion – Number of videos viewed online per month (October 2011).
        • 88.3 billion – Videos viewed per month on Google sites, incl. YouTube (October 2011).
        • 43% – Share of all worldwide video views delivered by Google sites, incl. YouTube.


      Video Statistics 2011 – Source:

    2. 2. Where to use?:

      Videos are not for every other website on the internet. If I expect a ROI out of a video on job portal, then maybe I am wrong with my estimation. But, on the other hand, if it is a website that gives pregnancy tips, I would definitely add some educational videos on the website.

      Areas in which videos can be successful:

      • Tutorial websites
      • Websites giving various tips and information
      • E-Commerce websites for interactive product description
      • Websites offering holiday packages to showcase their holiday spots


      You can find numerous other domains and sectors where videos can be included. But, the point is to identify your niche and target market before investing in it.

    3. 3. Things to do when you have made a decision to include a video:


    • Solve the dilemma of hosting video on own server vs. 3rd party server:
      1. 1. Own Server
        • Need to have a server with good bandwidth and greater scalability
        • Easier to get video rich snippets for your own domain
        • Can customise video player
        • Can build links back to your domain through embeds
        • Ownership right rests with you
      2. 2. 3rd Party Server
        • No technical worries
        • Gets the content in front of more eyes
        • Content will invariably rank well


    • What title should be given to the video?:
      If you are clear with the topic on which you want to make a video, but worried about what title should be given to the video so that it drives traffic for your website, make use of YouTube keyword tool to perform a keyword research for having an apt title for your video.
    • Video Sitemap:
      Having a video sitemap will tell crawlers about the video content that is present on the website. Video sitemaps are not only for those videos which are hosted on their own servers but also for those videos that are hosted on 3rd party servers and embedded on the website.For complete information on how to create a video sitemap, please refer this –
    • Video Rich Snippets:
      As we all are aware of the fact that having rich snippet markup on the webpage draws user attention towards the website when displayed in SERP results. Thus, these rich snippets help to gain a significant increase in traffic and higher click through rate.For complete information on how to markup your video with rich snippet, please refer this –
    • Having Social Share Buttons:
      Please include social share buttons beside your videos that enables the user to share them across various social media platforms. These shares can help to gain more visibility and traffic to the website
    • Have you pinned it?:
      Create an apt Pinterest board and pin your videos there. This again will help you to gain better brand visibility and referral traffic.
    • Get information about how your videos are performing:
      It becomes very necessary to gauge the performance of your videos. Just knowing the number of views of your video is not the only metric to analyse the video performance. To know various other metrics like visitor’s demographic details, bounce rate for the video, traffic sources etc. you can integrate YouTube with Google analytics.
    • For the complete tutorial to add YouTube to Google Analytics, please refer this – if you are videos are hosted on your own server, you can always use Google Analytics the way you use to gauge the performance of web pages.
  1. 4. Don’ts:

    • Identify the domain and sector to which your website belongs to. May be adding videos to the website might not be the right choice
    • Please understand that video is a component that can be used as an add-on to the webpage, it cannot be left alone. It cannot be a standalone component to drive traffic. Videos are like ketchup and content is your burger. You cannot have just ketchup alone. Keep that in mind!
    • Please do not include videos in iframe because crawlers do not crawl iframes. Thus, if you want videos to be indexed, you need to make sure you’re embedding content in an HTML5 player with Flash fallback, or a pure Flash player
    • Keep length of videos > 30 seconds as Google rarely generates rich snippets for videos having playing time < 30 seconds
  2. 5. Various 3rd Party Video Hosting Services:

      • When we think of hosting our video on a third party video hosting service, we just have handful names of service providers. There is a huge market out there and we can avail both free and premium services from them.


    • Some of them are:
        • Free:
          • YouTube
          • Vimeo
          • Metacafe
          • Revver
        • Paid:
          • SproutVideo
          • Viddler
          • Vzaar


      For more information on various video hosting services providers, refer this –

      Before making any decision on which service provider to select, perform an audit and vendor analysis depending upon the service you want.

      Please refer this blog where top video hosting services are compared –

      It would be best if we could keep in mind the saying “Wild Witch Turns Devil” before putting videos on your website.
      Wild – Why to use?
      Witch – Where to use?
      Turns – Things to do
      Devil – Don’ts

      P.S. : I should have made a video for this :P

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