If online video is optimised for search, it can double Google search traffic, according to a new report.
The research, from Visibility IQ in association with Entertainment Media Research, looking into the web habits of the UK.
According to the report, the most frequent viewers of online videos are males aged between 15 and 34 with 81% watching videos on a daily basis.
This is closely followed by students, 78% of which consume videos daily.
However, consumption is not merely restricted to these groups, for example 73% of females aged 15-24 in full-time employment are watching online videos every day.
According to the report, females over age 35 searched for the term “Clinique turnaround instant facial” as part of a case study.
Half of these women were shown a results page with a video thumbnail as fourth in line. The other half saw results without thumbnails.
Interestingly, without a video thumbnail, 11 percent of the women clicked the fourth search result, but 28 percent clicked through when the thumbnail was included.
The results indicated that the image of a video in search results inspires trust among potential leads.
Visibility IQ ran another test of males between the ages of 20 and 64 searching for “adventure travel,” revealing that the fourth link was clicked by 46 percent of the men when a video thumbnail was included, in contrast to a 28 percent clickthrough rate when it was not.
Source: http://www.visibilityiq.com/