As is common on legal websites, The Reeves Law Group has invested heavily in video production. That has led to us to ask the question: Should law firms be creating videos to supplement informational website content?
Our previous research indicates that authorship snippets in search results are more effective at increasing CTR’s than video snippets for transactional legal search queries like “Car Accident Lawyer”. These findings sparked many related questions, one being whether the results would change for keyword searches with legal relevance, but which are more informational in nature.
Our hypothesis was that results containing video snippets would be clicked on at a greater rate than in our previous study, but that authorship snippets would still provide the greatest positive increase. Our findings shed light onto user’s preferred medium for digesting legally relevant information which will help attorneys, and their marketing teams, make more informed choices regarding video creation, and implementation, for long-tail optimized informational content.
Test Keyword Phrase: “car insurance claim denied”
Prompt: Your insurance provider has denied your auto insurance claim. You want to find more information so you perform a Google search for “car insurance claim denied”. Which result do you click first?
Author — Video Image:
Author — Video Results:
Author — Video Numbers:
Video — Author Image:
Video — Author Results:
Video — Author Numbers:
After taking a look at the numbers, it is apparent that authorship snippets are much more effective at increasing CTR than video snippets in both a transactional queries and informational queries as well. It can even be asserted that video snippets actually deter CTR. Enough of our conclusions, though, the numbers speak for themselves.