Digital Video Marketing 101 for SEO
Digital Video Marketing 101 for SEO
SEO Digital Video Marketing 101
If you have been trying to learn about digital marketing in the past five years, you’ve probably encountered a lot of references to using video.
But how do you go about it, exactly? What’s the right path for using video in SEO for websites? seoexplode explores the best practices for video marketing SEO and more in today’s post.
Before we check out the strategies, it would pay to know what people actually prefer as their source of videos. According to one Hubspot study, YouTube and Facebook are the top two platforms for videos, followed by Netflix, Instagram, and Amazon Video.
YouTube, for all intents and purposes, should be considered a search engine in its own right, raking in the second biggest number of searches per month globally. That’s right – next to big brother Google, you have YouTube, a younger, but definitely formidable platform from the same company that produced the Android operating system.
With this in mind, it’s time to reconcile ourselves with the fact that people are using not just Google, but also YouTube and even Facebook to find information about the products and information that they need.
Sometimes the intention is not to buy, but to find out something, and this is why continuous content generation is so important – because information is basically offering solutions, and solutions can come in the form of products and services.
So let’s say that you want to start using video as one of your secret SEO weapons. How do you go about it? Here are our tips –
- Tagging is absolutely necessary. Multiple tags are even better. Tags help people find your videos, and also help the search engine (like YouTube) provide better search results to users. As long as the content is relevant to the multiple tags that you are using, you are definitely in good hands.
- Consistency is key. To build authority with any type of content, people need to see that you are building better and better content all the time. Ghost channels on YouTube may attract views even after they are gone, but if your business relies on a YouTube channel and organic searches on Google, you better be ready to produce more content.
And when it comes to video, there are so many ways to produce video without spending a ton of cash. For one, there are websites that help create videos for a monthly subscription. Of course, if you want to be authoritative, the more professionally done your videos are, the more convincing your information will be.
- Optimize your videos for primary and secondary keywords. Just because you are creating and posting videos through different networks doesn’t mean that you can go gung-ho with the topics. You still need to find out what people are searching for on the Web and tailor your content to that using the great principle of user intent.
- Social proof and validation are both amazing amplifiers of influence on the Web. The more people are sharing, the more people will believe that your content should be read or watched.
This has been the law of the marketing jungle for decades now. Only the mode of distribution has changed – but the principle of being believed in and accepted as authority hasn’t.
If your videos are being shown directly on your website, you need to make sure that they are optimized for sharing and the social sharing buttons and features are all there, waiting for visitors. Nowadays you can customized web pages so that people can share individual elements on a page, like a video, image, or infographic and of course the entire post on the page.
- Need to reach out to a specific, global demographic? Make sure that you upload multilingual transcripts. There’s also YouTube’s multi-language feature that will help you reach out more effectively to people with different languages.
Unless the video content cannot be handled well by Google’s own language databases, take advantage of YouTube’s free features, so you can stretch your budget and create the perfect multimedia assets for long-term website growth and branding.
- Exert extra effort in making your channel look good. The about section should definitely carry some weight, and make sure that you update the channel cover and default picture consistently, too.
When you’re talking about marketing, everything is about branding, and people are going to love your channel if there’s consistency in the content and presentation.
That’s part of how we present video content, too. The same principle applies when you are presenting videos on your website. The more consistent the presentation is, the more people will warm up to your approach. This is not just good SEO – it’s good crowd psychology, too.
- There’s multi-tagging videos, and then there’s categorizing. Categorizing is making large segments of video that focus on user intent. Large swathes of video content won’t make any sense to people when they look at your channel.
People want convenience and ease of navigation. This is not laziness – people just want to find the information that they need, and fast.
By categorizing your videos, you are actually making it easier for people to watch more of your content, because it will be easier for them to spot the right playlists. Categorizing also helps on the SEO side as it would be easier for the video platform to surface your videos based on their titles, tags, and categories.
- And of course, let’s not forget the most important reminder of all: always keep mobile users in mind. 70% of all content on YouTube are played on mobile devices.
In addition to creating videos that are engaging, the loading times of the videos also matter. People view videos on their mobile devices in different resolutions, but generally speaking, it’s good to give people choices.
High resolution videos aren’t always a good thing, especially when you are appealing to a global audience. The Internet speed in your country might be good, but what about other countries?
- We’re really getting into the nitty-gritty of video marketing now. You now know how to categorize, tag, and present your channel to your audience.
The next hurdle is figuring out how long your videos should be. If you take a look at YouTube videos, especially the ones that have went viral, garnering millions of views, it’s easy to see that video length is an iffy matter altogether. But is there a sweet spot when it comes to video length?
Fortunately, the answer is yes, there are sweet spots (of sorts).
– If your message is snappy and you want people to take action fast, then the video has to be power-packed and shorter, but not so short that incomplete information is given to viewers.
– If the main intention of the video is to inform, then you need to lengthen the video. But don’t wind off too much – instructional videos have to be concise, and the content has to pop. Different audiences have different temperaments; some can watch 20 minute videos with ease, while others can’t.
Experiment with different video lengths and see when your audience begins to drop off.
It won’t hurt to see what other, more successful channels are doing in terms of video length and emulate them to a degree – after all, they have done all the work in the past, and what they’re doing now just might work for you.
Be sure to emulate channels that are in the same industry, but in terms of creativity, don’t limit yourself to what is already being done.
And finally, don’t forget that search engines love engagement. Engagement in the form of comments, likes and shares are huge when you are creating branding. YouTube will also surface videos with more engagement more often, because the presumption here is that videos with more engagement are quality videos, because they pushed people to talk online.