So, you’re ready to crush video and make it a full part of your organization’s sales and marketing efforts?
Assuming you have the right content approach and the videos have been produced, you may be wondering as to the best ways to utilize videos to ensure your website not only gets found but gets the continuous traffic flow on a daily basis.
Utilizing video on your website and social media can have positive impacts on your SEO, conversion rates and user interaction. It is also becoming a key component in appealing to mobile users, as video has become the number one way users consume mobile content.
In this article, we’ll examine the ways video content can improve your website ranking, as well as optimization elements that you should consider when planning for video implementation.
1. Optimize Your Video
Your video should provide the necessary details to help search engines index it and according to Google, the title, the description and the thumbnail are the most important pieces of information.
The video’s thumbnail is among the first things that users will notice and it might affect their decision whether they’ll actually click on the video.
Metadata offers more details about the video title, the description, the length of the video and its file name. Video title has to be short and concise, while the description may provide more details and keywords, boosting the ranking of your content.
Keyword research may also occur in video SEO and it may help you discover the most relevant content for your target audience.
A full video transcript is the written version of your video and it can be very useful if it also includes the right use of keywords, helping search engines learn more about your content. You can either include a transcript to the audio portion of your video, or you may also add it to the description box, along with the HTML of the page. This not only helps search engines to discover your content, but also the readers who may prefer an overview of your video.
A video’s sitemap is another way to present the video’s title, description, subject, duration and it may even provide more specific details, like an indication of the country restrictions, any expiration dates, platform restrictions or live streams. It serves as an extension to your site’s general sitemap and although it may often be overlooked in video SEO, it is an important step to help your video’s ranking.
2. Choose Your Video Hosting Platform
To implement a video on your website, there are two avenues you can go through:
- Hosting a video on your own website
- Embedding a video via a hosting platform such as Youtube or Vimeo (recommended)
With easy integration through shortcode embeds on social media platforms, and as a Google brand, Youtube (the second biggest search engine after Google) gives an audience the speed and accessibility to engage with, and share videos across platforms.
Using video hosting platforms, like Youtube, to embed a video on your website does have its SEO advantages of being found as a rich-snippet in the Google Search Results Page, however it sometimes may not be enough to drive the desired amount of traffic to your website. So simply adding your video to your website page will not always guarantee the amount or type of traffic you desire. This is where the emphasis on social media marketing comes in, and how it can drive traffic to your website.
3. Share Videos on Social Media
Giving a business or brand an active presence on social media (including Facebook and Youtube) can help boost a website’s ranking on Google. Google can detect elements of a website’s social profiles such as the number of organic followers, as well as the level of engagement.
Video content has the high potential to receive a high level of engagement (likes, comments, shares, etc.) among almost any audience. Content that receives a high level of engagement is a metric that Google uses to identify relevant and high-quality information. However, keep in mind that your video content must be quality, valuable and relevant to trigger an emotion and becomes worthy of a ‘like’, ‘comment’ or ‘share’.
Including Video Content in Your SEO Strategy
There are numerous ways to apply search optimization for your video content, but it all comes down to quality once again, as the starting point for your strategy.
It’s the actual content that will grab the audience’s attention and its optimization can ensure that you are rewarded for your dedication with a higher position in search engines.
If you’re new in video marketing and not sure where to start, call (727) 483-0348 to get in touch for a free consultation.