Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

Lead generation is difficult in any vertical, but it gets particularly tricky when it relates to health and medicine, where sites like Wikipedia, WebMD and Mayo Clinic dominate the results. We’ve been working with the search marketing team at BodyLogicMD, a provider of bioidentical hormone therapy, to use video snippets and geo-targeted pages to stand out in the SERPs and ultimately drive leads.

Body Logic's Strategy for Ranking in Search with Video SEO

Personally, I’m a rich snippet fanatic, because they demand user attention. Eye tracking studies from Dr. Pete have shown that searchers pay more attention to video thumbnails than they do to “traditional” results. When a user sees a video in the SERPs, they know that there is engaging, interactive content just a click away.

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

With BodyLogicMD, we realized that we are most likely never going to outrank powerhouse medical sites like Harvard.edu, Oprah or WebMD, so we decided to use video snippets to stand out and steal traffic.

Background: Implementing Hosted Video

When we first started working with the BodyLogicMD search marketing team on video SEO, they already had a collection of short interviews on YouTube that weren’t getting a lot of attention. We decided to take those videos and put them directly on the site. We considered self-hosting, but because we didn’t want to slow down load times in any way, we ultimately chose Wistia for its third party hosting and agile plug and play setup.

The guys at BodyLogicMD are sticklers for conversion rate, so after we split tested adding the videos to the most important landing pages, and being certain it wasn’t effecting conversion rate - we implemented video across the site on some of our key landing pages.

Head Term Keyword Strategy:

Once we implemented embeddable and crawlable videos using the Wistia platform, we started getting awesome video results for head terms (search keyword terms/phrases that are short and popular) like this:

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

We have no problem coming in behind WebMD, Harvard and Esquire. Although we would love to see BodyLogicMD at #1, it makes sense that we are ranking behind those highly authoritative sites.

On a side note, since implementing video, BodyLogicMD’s traffic has increased 13.16% for just the query “hormone replacement therapy for men” year-over-year.

Localized Video SEO Strategy:

Along with battling tough competition for head terms, BodyLogicMD is also duking it out with a whole lot of spammy competitors in local markets. In order to compete with them, BodyLogicMD created pages that target local terms and represent specific doctors within those cities (Here’s an example for Chicago). We then worked with BodyLogicMD to add videos by the actual doctors that run the offices on the geo-targeted pages.

Now, when someone is searching for a head term like “bioidentical hormone therapy” and they are located in the same area as a BodyLogicMD doctor, they are (sometimes) served a localized video result for a head term, like this SERP for bioidentical hormones when location is set to Las Vegas:

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

Although we’d like to rank higher for this search term, we still love getting results like these. When people are searching for broad medical head terms we can serve them a video of a local expert who can answer their questions and provide the medical services they may need in their immediate area. Instead of getting answers from a faceless online medical encyclopedia, users are able to connect with local doctors and put a face to BodyLogicMD.

Sometimes, we are lucky enough to get two video results for a head term, one for our page targeting the head term, and one video for our localized page:

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

We’ve also been able to get other pretty crazy, abnormal results. We’ve set up every geo-targeted page with authorship, and if a user circles BodyLogicMD or visits their site frequently, they will begin to see video results with authorship snippets:

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

These multimedia results change by the day. The /physicians/ directory sub pages are set up with authorship, video and local - so whenever the SERPs change, we generally can get some type of rich snippet result or local pack.

Here is a local pack result, with video and authorship for the Chicago location:

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

Video is still the wild west, where the results change frequently. I get the feeling that Google does a ton of testing on results like these. We don’t always get what we want, but when we do, BodyLogicMD sticks out like a sore thumb.

Effect of Video Snippets on Conversion Rate:

Sometimes adding video snippets can knock you out of the first position. I rarely see video at the one-spot in universal search. We first started seeing video results on Aug 20th, 2012. For one of our major keywords, soon after that we took a bit of a rankings loss and it resulted in 39.95% less traffic for that keyword year over year.

Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate

Although some of that traffic is sure to have gone to (not provided) it’s still a large drop for that particular keyword. Now, this is one of the main keywords for the bioidentical hormone therapy page, easily one of the most important pages on the site. From the start, we made the conscious decision to implement video directly into the copy of this page. Since adding video, the conversion rate for this keyword has gone up 399.58% resulting in an increase in gross profit of $978.73 in a six month period for just this keyword.

We still have a long way to go with BodyLogicMD’s rankings, and we have more videos in the works, but it’s been exciting experimenting with how video, local, and authorship can interact to stand out in the SERPs and drive revenue.

Image credit for post thumbnail - popturfdotcom

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Posted in Video SEO
About Our Contributing Author - John Henry Scherck
John Henry Scherck is an SEO associate at SEER Interactive’s Philadelphia offices. He focuses on link building that’s scalable and efficient, video SEO and local search. He also blogs about scalable tactics and content strategy at TLC SEO. Find him on Google+ and Twitter



Please Note: Opinions expressed in this article are those of the contributing author and not necessarily that of

Become a Contributor: Occasionally, we like to offer experts within the online video industry the chance to write a post for ReelSEO. We like it because it offers you readers great content, and it comes directly from those in the field that are working on the technologies to power this online video revolution of sorts ;-) If you are interested in becoming a contributing author, please feel free to let us know. Read our post on becoming a contributor for additional information.

What do you think? ▼
  • Zach Russell

    Another great post! I like when SEOs focus more on the bottom line rather than just rankings, having #1 doesn't matter if no one is clicking, this is a great case for it.

  • http://twitter.com/AustinGeraci Austin Geraci

    Great article John, nice move bringing the video back home...What was the reasoning you provided the client for the new direct embed vs keeping the videos on youtube and embedding? Branding? no CT to YT?

    • JHTScherck

      Hey Austin,

      Thanks for the question. Bioidentical hormone therapy has low link efficacy, people don't want to share it because they would be admitting they need/use it - and that's pretty personal stuff.

      YouTube is great for community, but if a community isn't realistic, I'd rather get the clicks right to my top converting landing pages. The client saw the value right away.

  • Casey Meraz

    Interesting stuff. We're doing a test right now to compare Video Rich Snippets, Authorship Rich Snippets, and no rich snippets to see what users are looking for. We have found some conflicting data that service based businesses are not clicking on the video thumbnails.

  • Guest

    What a brilliant concept! Interesting how video, local, and authorship can interact to stand out in the SERPs. with how video, local, and authorship can interact to stand out in the SERPs and drive revenue.

  • Kim

    Such an intelligent concept. I have also started making an effort to embed more videos onto my SEO client's pages, so this information was very useful.