Adding value is easy, but a lot of companies miss the mark. Your content must be relevant to your target audience in order for them to dedicate the time to watch your video. The more high quality, value-added videos you produce, the greater your chances are of serving as an authority. By building a trust-based, value-added relationship with your audience, you increase conversions and expand your customer base.
HOST VIDEO ON YOUR DOMAIN
If you are creating video content to improve your Search Engine Results Page (SERP), then you need to host the video directly on your domain. By comparison, if you upload your videos to YouTube and then add a link to your site in the description, you’re missing a huge opportunity to capture web traffic. By hosting your videos directly on your webiste, you allow search engines the opportunity to display your video in their search results. Additionally, it’s a good idea to create a new web page for each video; this allows search engines to better index your videos and can also improve your SERP.
CREATE INTERACTIVE CONTENT
Feeling creative? Add interactive elements to your videos to engage viewers. Whether it’s the actual content, an annotation, or the caption, there are many ways that you can “gamify” a video to make it more interactive and engaging. You can even split the video into shorter clips, allowing viewers to pick which one they prefer to watch. This simple strategy has been implemented by most of the “big brands”, and can help you increase the success of your video marketing campaigns as well.
CREATE RELEVANT METADATA
Your video needs to provide metadata to the search engines. Metadata are the details about your video that help search engines index content. According to Google, the title, description, and the video thumbnail are the most important pieces of information that you can provide.
Video titles should be short and concise, while the description should provide more descriptive details and relevant keywords, thus boosting the ranking of your content.
Finally, make sure the file name of your video is relevant to your specific keywords or topic. Instead of using a generic file name like “video123”, try using an effective title that describes your content to the search engines. For example, if your company is a law firm in Atlanta, and your keywords are: lawyer, Atlanta, corporate litigation, and business law – try naming your video something like: “Atlanta Business Lawyer Discusses XYZ. (change XYZ to the topic being discussed). This title is much more specific than “video123”, and gives you a much better chance of being picked-up in the Search Engine Results.
OPTIMIZE WITH KEYWORDS
Keyword research may also occur in video SEO and it may help you discover the most relevant content for your target audience. Is there a particular keyword, or phrase that could lead to better results? What’s the best way to describe your video? Experiment with different keywords and always remember to create rich, descriptive content.
FOCUS ON THE THUMBNAIL
Your video's thumbnail is amount the first things that users will notice and it affects their decision whether they'll actually click on the video. Be sure to pick a thumbnail that is clear and relevant to the content of your video.
MAKE SHAREABLE CONTENT
Video marketing is about producing content that your audience appreciates. “Shareable” content is unique, creative, and adds value for your audience. It’s the quality of your content that will make your video stand out from the rest, and a clear call-to-action may also affect your site’s authority, with new links and mentions.
ADD A TRANSCRIPT
A 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.
CREATE A VIDEO SITEMAP
A video sitemap provides all the necessary data about your video’s content and it provides the details the search engines need to get a clearer picture of its context.
There are many ways to use an existing video and this may extend its lifespan and increase its reach. For example, let’s say that you create a 10 minute video offering tips about video SEO. Obvisously, your goal is to push this page into the search enginge rankings and increase the awareness and traffic to your site. In addition to simply promoting your page, which you should do anyway, you could also upload a preview of the video to your Facebook page, leading your audience to your site for more details. Furthermore, you can create infographics, slideshows, or shorter videos, all leading to the main source of content: your site. It is a great opportunity to reach a wider audience and promote your content, helping them discover your page in more interesting and relevant ways.
ALLOW EMBEDDING OF YOUR VIDEOS
If users want to embed your video on their site, it means that they like it enough to include it on their page. This is a huge win for your content, and may lead to a boosted page ranking on SERPs. By making it easy for your audience to embed your video, as you’re earning more inbound links to help your SEO efforts.
SHARE ON SOCIAL MEDIA
Don’t be afraid to promote your content across your social media ecosystem. This is way a best way to help spread word and reach the right audience. This leads to more viewers, new links, increased traffic and of course, better positioning on SERPs. Even paid promotion may be useful, if you think that this can contribute to your goals. Social authority cannot be overlooked and in fact, it may be a great way to boost your video’s SEO efforts.
Ryan - Producer | Director @ AVA