February 01, 2022
Video content keeps gaining popularity among users worldwide and, without any doubt, is becoming the most welcome format on the web. As to back up this statement with evidence, video is the primary source of information for 66% of people, and 87% of video marketers report that video gives them increased ROI. With this being said, not only is a video the handiest way to consume information, but also an influential marketing tool that can boost your business and sales.
With more and more people and businesses becoming aware of the magic videos can do, it’s getting harder to stand out from the crowd. Simply creating and publishing a video is no longer enough – you have to follow many sophisticated rules to get on top and win audiences. This is where video SEO can be of great help. Keep reading to learn everything about video SEO and how to optimize your content.
Imagine putting all your effort and resources into creating a high-quality video that goes unnoticed on the web and doesn't bring any traffic from new audiences. That would be really unfortunate, right? That’s the reason why you need a well-tailored video SEO strategy.
Video SEO is all about optimizing your videos to get noticed by search engines and rank higher for the needed keywords and specific search queries. It includes creating quality videos that will drive traffic and video metadata relevant to your target audience.
Having videos on their own already contributes to better SEO performance; however, it’s only half the battle. As search engine crawlers can’t see the actual video content, it’s your task to use metadata and tags to make the video visible for scraping bots.
Moreover, considering how harsh some search engines are with low-quality, irrelevant content, it’s literally a matter of life and death for your videos. If they are not optimized, chances are, the search engine will punish it by pushing it down the results page or removing it completely.
Just as traditional SEO, video SEO serves to drive more traffic to your website and thus increase conversions. Let’s go over the main reasons why you should optimize your videos.
Video hosting platforms and social media are home to billions of users worldwide. If you publish videos on platforms like this, you stand a chance to expand your reach and influence. With proper SEO, you’re sure to raise your brand awareness and engage more customers.
Besides this, video is a great format to connect with your audience as it doesn’t require much effort to consume. At the same time, better than many other content types, video allows building strong emotional bonds with your users and educating them about the things that matter both for you and them.
If a video is well-optimized, it can generate hundreds or even thousands of high-quality links for your website. The main struggle here is breaking through the enormous number of videos online and winning the first positions. It requires combining a good video SEO marketing strategy together with video content that has something to offer to a viewer. This offer must be so emotion-evoking that the viewer wants to click the Share button.
If we take a broader perspective on SEO, it’s not only about increasing rankings on search engines but also about growing online revenue and sales for the client. Attracting visitors to a website is only the first step, while the next one is converting them into customers. Two main ways to hike conversions using videos are to embed a video on a landing page and use rich snippets.
It’s no secret that users nowadays are so oversaturated with information that it’s getting harder to impress them and make them stay on the landing page for at least a couple of seconds more. In this respect, video content on a landing page improves the visitor's chances to consider purchasing your goods.
All in all, the fundamental principles of traditional SEO and video SEO are pretty the same. In both cases, SEO specialists rely on keyword research to optimize their content in order to rank higher on search engines.
The obvious difference lies in the type of content, which also implies that videos require specialized video hosting platforms most of the time. It means that marketers have to adjust their video SEO strategies to comply with the requirements of these platforms.
There are three vital elements that influence your video ranking:
As more companies are starting to grasp the importance of video SEO, the competition for search engine ranking is only getting more fierce. Whatever keyword you have in mind, it’s highly likely that you’re not the only one trying to rank for it. But it’s not all doom and gloom as long as you apply an integrated approach.
The first thing to do is to conduct keyword research and find keywords relevant to your niche and content. You should opt for the keywords that accumulate an optimal amount of searches per month, meaning that they are in demand yet leave some space for you to jump in.
To perform in-depth keyword research, you need specialized video SEO tools. Also, you can complement it with a very simple trick – try using the auto-complete search function on the video hosting platform to find what people are searching for.
After the research is done and relevant keywords are found, you have to make use of them in the right places.
Probably almost everyone has been in an awkward situation when the video sound bursts out loud in the most inappropriate settings. To avoid it, many people watch videos with the sound off, and most social media platforms even have it by default.
What’s worse, some people don’t even start watching a video if they see it lacks subtitles. Wouldn’t it be a pity to miss out on the new viewers and increased engagement just because of this?
Taking this into account, you should consider including subtitles in your video to ensure that your audience can watch your content whenever and wherever they want to. Not only will your viewers thank you, but also search engine scraping bots easily find your content, which significantly contributes to the overall SEO.
Even though many video hosting platforms have an option to automatically generate captions, it’s highly recommended to embed your own script when you’re uploading the video. It adds extra SEO points to your video content.
Cards are pop-up notifications meant to make your video more engaging and promote other content on your channel. The best thing about them is that viewers can either click it if interested or dismiss it, and it will disappear. For example, there are four types of cards on YouTube:
End screens contain similar information as cards, but as the name suggests, they show up at the last 5-20 seconds of a video. Setting up an end screen may be quite a headache as there are many detailed instructions on how to do it, depending on your case. Nevertheless, it’s totally worth it when every tiny thing can make a big difference.
Just as a book is judged by its cover, your video is judged by its thumbnail, at least at first glance. A video thumbnail is a picture made to give potential viewers a rough visual idea of what your video is about. That’s why it’s important to put some effort into creating an appealing and relevant thumbnail. After all, whether the viewers will click on the video or not depends on how good your thumbnail is.
There are certain rules to follow while creating a truly engaging thumbnail.
Although SEO is a powerful tool, it’s not a one-size-fits-all solution. Even a good SEO strategy is totally useless if you provide low-quality content that doesn’t serve any purpose to your audience. You use SEO to attract people to your channel or website, but it's the quality of your content that makes them stay, watch, like, and share with others.
Whether you create educational or promotional content, before getting started, you should answer the following question, “Will this video help my audience solve a particular problem they have?”
Go over this checklist to draft your own video creation strategy:
Portray your ideal viewer persona. What are the demographics of this person, including age, gender, occupations, and other important parameters? Having a vivid image of the person you’re talking to will help to personalize your content instead of trying to reach as many different audiences as you can, eventually ending up with nothing at all.
Video search engine optimization is as powerful as challenging it is. To keep your content afloat and push it higher on SERPs, you should follow specific guidelines. Start with aiming at the right keywords and incorporating them into your videos at all stages of production and publishing. Also, don’t neglect to create an engaging thumbnail and subtitles for your video and take some extra time researching trending topics. After all, every detail may have a big impact on your video SEO performance.
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