Videos can help improve your SEO strategy.
The right videos will help your website rank higher in Google and drive more organic traffic, which in turn will increase your conversion. Studies show that 85% of advertisers use video as a tool to level up their SEO.
In 2020, the consumption of video has increased tremendously. More than 50% of consumers nowadays look for video content from brands that they support. By the start of 2021, 81% of traffic come from video consumption, according to Cisco. This means that the more videos you incorporate into your site, the more traffic you will be able to draw.
Another reason videos make your site enticing to users is that they can improve user experience. Compelling video content can encourage people to spend more time on your site. This sends a signal to search engine bots that you have great content on your site, which is an additional point to your ranking score.
When people spend more time on your site, they are encouraged to take the next desired action, which is to purchase from you. This means that video content can increase conversions, too. Studies show that 52% of visitors find marketing videos to be helpful, giving them more confidence in taking the next step in the customer journey.
SEO Elements to Focus On
Videos have become one of the most go-to marketing tools in the past few years. Because of this, brands are responding accordingly. SERPs are showing more videos, which means that a lot of marketers have made their move.
Before you jump into the bandwagon though, it’s important that you know what to focus on to optimize your videos for search. Keep in mind that you will be competing with more than 300 hours’ worth of videos being uploaded every hour on YouTube alone.
Here are some video-specific SEO strategies to make your videos stand out.
1. Choose the Best Platform
Those new to video marketing would automatically think of YouTube when asked to which platform they will upload their videos. That’s alright. After all, YouTube is the second biggest search engine. But if you want to increase your chances of being found online, you need to think outside the proverbial box.
There are other video-sharing platforms that can help optimize your videos for search. These include:
While all the traffic you collect from your videos will stay on those sites, those platforms can still help increase brand visibility because of the sizeable followers they have. Aside from that, you can embed your videos on your landing pages or wherever applicable to boost conversion by up to 80%.
You should upload your videos to your social media accounts. It’s an excellent way to gain exposure and increase engagement since 45% of people on social networks watch at least an hour of videos daily. Also, don’t forget to upload your videos to your blog posts to encourage visitors to stay longer and engage with your site.
2. Optimize Titles and Descriptions
This may seem like a no-brainer but a lot of advertisers tend to forget to put more effort into these SEO elements.
Titles and descriptions play a huge role in ranking videos. Remember that people use keywords to search for content online, which means that your videos’ titles and descriptions should be optimized to make them more searchable. However, make sure not to force keywords for the sake of ranking. What you should do is craft titles that pique people’s interests and curiosity.
The same can be said for descriptions. Stick to the core message of the video. You can use a few target keywords and CTAs to direct your audience to take the next step. Also, make sure the description contains a brief and simple explanation of what the content is all about, as well as relevant information about your company and links to your social media profiles. Business owners can approach SEO Agency in Singapore to engage for their services.
3. Create Enticing Thumbnails
Aside from the title, one of the first things that users see is the thumbnail. You need to make sure that you upload an awesome thumbnail for every video you upload to grab people’s attention. The most viewed videos on YouTube have customized thumbnails that make viewers want to click on them to know what the videos are all about.
Note that thumbnails should be a captivating representation of what viewers will find in your videos. They’re like book covers that people usually use to determine whether they want to read a book or not. Make sure thumbnails are enticing enough to make viewers want to click on them.
4. Make Your Videos more Visible
Videos take a lot of time and creativity to create. It would be a waste of all your hard work if you don’t make your videos visible wherever necessary. Make sure visitors won’t need to click on tiny buttons just to see your videos. Put them above the fold so they are the first thing that people see when they land on your site. In other words, your video needs to be the star of your content.
Making your videos stand out on your own site should be your top priority. This is especially true for videos that explain your products or services. Note that videos help increase your conversion rate by up to 80%.
However, you should also keep in mind that it’s better to use one video per page and reinforce its message without everything that’s around it on that particular page. Highlight top-performing videos that are relevant to your marketing strategy and audience.
5. Limit Video Length
People who use the internet to look for any information have shorter attention spans. You need to keep this in mind when creating your videos because length matters a lot. To ensure that your audience stays long enough to watch the entire video, make the first few seconds grab people’s attention.
There are different recommended video lengths for each social network.
- Facebook – up to 120 minutes
- YouTube – not longer than 12 hours
- YouTube ads – 15-20 seconds
- Instagram – up to 60 seconds
- TikTok – up to 60 seconds
- Twitter – up to 140 seconds
6. Optimize Everything around Your Video Landing Pages
As mentioned above, everything around your videos should also be optimized to reinforce your videos’ message. This means that you need to make all the necessary changes to your videos’ metadata, including titles, meta descriptions, target keywords, and the like. Everything should all come together to ensure that the message your videos are trying to convey is consistent.
7. Add Subtitles
Subtitles can improve video engagement since they can help encourage people to spend more time on your videos. Aside from that, they help search engines understand your videos better through the information they provide. This is because you can add keywords to your subtitles to optimize your videos for search.
8. Measure results through A/B SEO testing
To know whether your videos are effective in bringing your rankings up, you should measure your video marketing campaign through A/B testing.
The key factors that you need to look into include the number of videos and comments, shares, engaged time, and the number of new subscribers. Through split testing, you can compare two versions or marketing assets and get useful insight into their performances. You will know which videos and messages work best, which can help you make informed marketing decisions in the future.
As people’s search habits have evolved along with advanced technologies, marketers should make sure that they keep up with the changing times if they want to stand out.
Follow these tips and continue doing what worked in the past to ensure a foolproof digital marketing strategy.
Published by Ben Gairdner