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Choosing full versus partial views

From: Video SEO Basics

Video: Choosing full versus partial views

How you choose to deliver you video, and the length of that video have implications for video SEO. Many hosting sites, Vimeo and VZaar for example, have the option of showing the first few minutes of video and then asking viewers to sign up or pay to see the rest. That's called a partial view. You can see an example of that here at the top. That's fine for marketing in general, but for successful video SEO, you want to show the full video. Having a partial-view video doesn't directly impact rankings as far as we know. Instead, it impacts lots of other ranking factors.

Choosing full versus partial views

How you choose to deliver you video, and the length of that video have implications for video SEO. Many hosting sites, Vimeo and VZaar for example, have the option of showing the first few minutes of video and then asking viewers to sign up or pay to see the rest. That's called a partial view. You can see an example of that here at the top. That's fine for marketing in general, but for successful video SEO, you want to show the full video. Having a partial-view video doesn't directly impact rankings as far as we know. Instead, it impacts lots of other ranking factors.

For example, a partial video is not going to generate as many links or shares. Customers are less likely to share a video with friends, or link to it from their various blogs and profiles if they know, they're sending everyone to a partial video. It's frustrating for everyone. It's also not going to generate as many thumbs up, again, folks get frustrated when they can't watch the whole video. You can't do a complete transcript. A truncated video usually means a truncated transcript, which means less keyword relevance on the hosting service and, if you keep your transcript on your landing page, on your own site.

A full video will generate more comments than a partial view video: positive comments anyway. The same for ratings, and comments and ratings build the authority and trust around that video. And finally, a partial video is less likely to be favorite, and favorites are a major ranking factor. So, use full views, your audience will thank you and that will result in higher rankings. Now, talking about video length. I've looked at several thousand videos, and typically a top ranking video is two to ten minutes in length, and it's complete, as in self-contained. Try to stick within those parameters.

You may sometimes have a single video that's much longer than that. I've done a few that were over an hour. If that's the case, consider some options. You could break that longer video up into two to ten minute chunks, then put them all in a single playlist from a single page on your website. The result is, you pull all those videos together into a single set of content. It's almost as good as having everything contained in the same video. If you're having a hard time persuading yourself or your boss that you should put a complete video out there for free, consider how much money do you think you'll earn by charging folks to see the entire video.

Do the math on this. If you get 1,000 people to watch the introduction to your video, and then 5% of those people move on and watch the rest after doing whatever it is they're supposed to do, and that's a very generous number, you'll end up with 20 paying customers. If you can charge them each $10, that's $200. On the other hand, if you can get all 1,000 of those people to watch the entire video, and if they all tell two to three friends about the video so that they go and watch it, you've just had 3 to 4,000 people watch the video.

If 5% of those people become customers of your larger business, that's a hundred and 50 or so real customers. That's a far better payoff. These aren't absolute numbers, so, take the dollar amounts with a grain of salt. All I'm saying is that there are very few scenarios where charging for a video content will make you more money than using that video content to get folks paying for core products or services. Now that you've seen this video, you understand why it's important to use full views unless you can show a really, really strong financial justification for a partial view.

Run the numbers on your own business, and on the value of a full customer versus what you could charge for a particular video.

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Video SEO Basics

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Ian Lurie
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