As users rely more on the video to process information and educate themselves on what they are interested in, including the right video content in your website has quickly become a dependable way to shoot past your competitors on the Google ranking page.
Google knows users want video content, so including the right video in your SEO strategy pays off. According to Oberlo, 54% of all consumers surveyed want to see more video content from businesses they support.
Why? Well, video content is a thousand times easier to digest than text-based content because it can take information and make it easy to interpret in a short amount of time. This is probably why videos get 1200% more shares than text and pictures combined.
7 SEO Video Marketing Tips You Should Keep In Mind
Now that we have established that a good video marketing strategy is great for your brand let us dive into a few ways to create a good one.
#1 Insert Video Transcripts
Search engines are always on the lookout for ways to better understand your content, and including a video transcript is a good way to help make their job easier. Search engines will not automatically know what your video is about, so a transcript can help them understand which audience it is catering to.
Including captions on your video can shoot up conversions, increase overall views, and help your business make more money online. Think about the college student who is watching videos next to his roommate or the mom on her phone while her baby sleeps- not everyone wants their video to make a ton of noise.
Dell reportedly saw a 20% increase in customers after adding captions to their videos, and it is such a cheap investment to make as well.
Image Source: 3playmedia.com
There are a couple of ways you can add a transcript to your video. There are a few automatic transcription services out there, but many of them wind up giving you an end product full of errors. Freelance transcription is your best bet, or you can try doing it manually on your own.
A couple of ways to transcribe your video would be-
- Use A Company– A company like 3Play Media has paid-as-you-go plans or a monthly subscription for regular users. They can help you create a video transcription, add captions, and more for an affordable monthly cost.
- Automatic Speech Recognition Technology– The only downside with this cheap and affordable transcription option is that it can come back with some errors. The best in the game will have to be Speechmatics if you want to give it a go.
- Hire A Freelancer– Websites like transcribe connect companies with freelance transcriptionists looking for work. If you are on a budget, want to work directly with the transcriptionist, or work on a solo project- this is a good option.
- DIY It– If you do not want to invest money in service, but free automated options are not doing the trick either, you could always sit down and invest a few hours into transcribing the content yourself.
Transcribing audio to text does not just apply to videos. If you create a podcast, create content for your first-course launch, or simply want to repurpose some form of audio content, transcribing could be a good idea.
Justin from Primal Video has some great tips and tricks if you want to learn more about transcribing content. This is one video, in particular, that is worth watching if you want more information-
#2 Create Content That Resonates With Your Audience
It is pretty easy to get caught up in the world of SEO video marketing, but it is important to keep in mind that the final user is going to be a real live human being.
SEO can only get your video on the screen of your target audience, but it is up to you to keep them engaged and watching by creating good content.
The better your video content is, the less time you have to invest in SEO. Don’t get me wrong- I truly love SEO and video marketing, but I see this more often than not which is why I am mentioning it here- If your video content blows your target audience away, it WILL get watched and therefore promoted. – Burkhard Berger awesomex.com
To further prove my point, feel free to look at one of my favorite examples – Jon Olsson. He rarely does any video SEO, but because his content resonates with his target audience so well, he gets hundreds of thousands of views for every video (from true fans).
Creating target personas, asking your audience what they want from you in regards to content (you can use a survey maker to get the job done), and figuring out what level of expertise your audience has are all important steps to take when deciding what sort of content you should be creating.
Of course, creating high-quality video content is easier said than done. Don’t listen to people saying it’s enough to have your smartphone to shoot a great video – you’ll need more than that. First and foremost, learn how to write a good script. Otherwise, you’ll end up with a mess of a video that does not appeal to your audience and carries no value. Secondly, you’ll need to invest in editing software. It can also be an online video editor with hundreds of templates and filters to boost engagement. Lastly, the hardware also matters a lot. An iPhone can make a good video, but you’ll still need a good mic since the audio quality is as essential as the quality of the visuals
#3 Use The Right Keywords
As I mentioned before, Google cannot ‘read’ your videos, so using the right keywords in the text that supports your video or in the transcripts will be helpful when you are trying to rank. Let us look at a few examples-
Infinite Recovery, a drug rehab center in Austin, Texas, has a page full of client testimonials that allow website visitors to take a look. At the top of this page, they have a paragraph explaining what the videos are all about, which uses some of their target keywords like recovery, recovery stories, and more.
As you can see, it really isn’t hard to include the right keywords in your content. A lot of the time, it just happens naturally.
The same rule applies when you are creating video titles and descriptions. To select the right keywords, keyword research is a must. You can use a keyword research tool like Google Keywords, Keywords Everywhere, etc., or you can choose to invest in a done-for-you keyword research service that is perfect for people who are strapped for time.
Now that you know what keywords you want to target, you need to take the time to create a description and title that can organically include those keywords. Make sure it looks as natural as possible. So, if you want to include the keyword ‘summer jobs’, consider using a title like- ‘7 Summer Jobs That Are Perfect For Moms’.
The key is to strike a balance between pleasing your audience and search engines.
#4 Create An Eye-Catching Thumbnail
A great thumbnail can shoot up your video conversions since this is literally the first thing people see. iNECTA, a cloud ERP software, does a great job of including the right video thumbnails in their YouTube videos as on their website.
They have a great screenshot of their software in action as the main thumbnail in one of their videos-
This gives people who have not even started the video a quick glance at their software. It helps get viewers invested in the video before it starts, which is the primary aim of any good thumbnail.
Kurzgesagt is another great example of a YouTube channel that knows how to create an awesome thumbnail. The colors are vibrant, they have their keyword in the thumbnail preview, and they have eye-catching animated images that draw attention. If you would like to use this for your own channel, you can use graphic design software to get it done.
Some would argue that your thumbnail is even more important than your title because it is what convinces people to click on the video. Think of it as you would a cover of a book- it is what people use to judge what comes next.
#5 Optimize For One Video
No matter how many videos you have on your page, Google is only going to feature one of them, so it would be wise to optimize for the first video that you choose to include. The video that you want Google to index needs to come first for this reason.
This is what you should consider only including one video per page since Google will normally ignore any videos that come after that.
Optimizing for the most relevant video will make sure it gets the attention it deserves.
#6 Measuring Performance
There are numerous ways you can measure the performance of each video you put out for your audience, and it is incredibly important that you do so. Taking a look at the right metrics can help you and your company judge whether a video has been successful or not.
This will help you figure out which topics get the highest views, conversions, and engagement which will help you figure out what your future video creation plans will look like or should look like.
Google Analytics is the most common way to keep a tab on what videos are bringing in traffic to your website. You can see which pages are bringing in the most conversions and traffic once you have signed up for an account.
Image Source: Boostlikes.com
Similarly, once you sign up as a creator and start posting videos on YouTube, you can take advantage of the analytics available in the YouTube Creator Studio. Once you are there, you can look into information such as watch time, subscriber count, subscriber demographic, duration of time watched, etc. All of these analytics can prove to be invaluable in the long-run.
#7 Promote Your Video And Get More Views
Once you have created a great video, it is important that you promote it whenever you can. You can embed it in relevant blog posts, include it on your social media, or even update your email subscribers when it goes live.
Pete from doyouevenblog does this every time one of his videos goes live, and he has created a loyal fan base that watches his new videos.
You can also promote your videos on forums like Reddit or Quora when you are answering relevant questions. Do not randomly add links to your videos, though, because you will be flagged as spam. Instead, add them when you think the information will be genuinely useful to users.
Promoting your videos in the right places at the right time can bring in users that are desperate for good information. This could eventually lead to you having one more loyal subscriber who loves what you do.
Wrapping it up
Video marketing is no longer just an additional income stream or a good way to bring in new website visitors; it is a need. As the internet gets more competitive, you want to make sure you please Google and your audience in every way possible.
Multiple forms of media also give your audience the ability to digest your content in whatever way they wish, which is always something that is appreciated.
According to the Cisco Annual Internet Report, more than 82% of all consumer internet traffic is going to be made up of online videos, which is 15 times more than what it was in 2017. A good SEO strategy will ensure you are getting your slice of the SEO pie.