Video, audio content 'could help improve SEO'

Marketers should consider using video and audio content more on their websites to enhance search engine optimisation, it has been suggested.

Speaking to the Times, Ivan Croxford, general manager of BT Tradespace, said that practical videos such as product demonstrations seem to perform particularly well in this regard.

He noted that videos can be a good tool in general to capture web users' attention and potentially drive up conversions.

Mr Croxford remarked: "People who view video will generally click through to other content much more than people who just look at text."

According to the findings of a recent experiment by Forrester Research, video results are about 50 times more likely to make it to the front page of Google search listings than those for traditional text pages.

Nate Elliott of Forrester said that marketers could benefit from using video optimisation techniques sooner rather than later as not many companies have cottoned onto this yet.