Content that attracts users and naturally brings links is the key to the long-term SEO success. If you’re looking for an opportunity to go up the search engine results page (SERP), content should be your primary focus. Content, however comes in many shapes and formats.
People are visual creatures and if you want to increase website content engagement, you need to diversify it. Infographics and image slideshows are great. Video, even content embedded from YouTube, is even better.
Using video reached its peak in 2015 – the year of video marketing. Ninety six percent of people click on links after watching video content, according to statistics. The future of video looks brighter than ever – the number of online video viewers will reach 1.5 billion in 2016.
If you want to take advantage of this opportunity and get your share of the traffic, consider using video marketing as a part of your SEO strategy. Creating video content and managing video channels on YouTube both have a great potential to improve your overall online reputation and the way search engines crawl your website.
Six Ways to Use Video and Get Its SEO Benefits
Once you have a clear vision about the video content that you’ll use as a part of your online marketing strategy, you need to make sure that search engines will find it. Just like the other written or visual content on your website, video needs some technical optimization in order to be discovered by users. Whether you host the video on your website or on portals like YouTube and Vimeo, the strategy can help you reap massive SEO benefits.
Use Keywords to Describe Videos
While keywords have small impact on rankings, users still search by certain phrases. Being aware of this behavior can help your website optimization. Do some keyword research before posting a video online and find the keywords that best describe it (Google AdWords has a wonderful keyword tool that gives you an idea about the popularity of each phrase). Avoid over-optimizing descriptions and titles and always try to sound natural when using keywords.
Keep in mind that ranking for certain keywords is easier on YouTube or other video portals than getting your own website listed in Google.
You know that bots can’t access video content, so providing thorough description is crucial for the way search engines will index multimedia. You can use as much text content as you want in order to include all necessary details. Use the targeted keywords in the description if you want to boost ranking relevance. Use the text to describe what the video is all about and don’t go overboard. Relevance is one of the most important content SEO factors.
The keywords and other relevant phrases have to be used in tags that describe the video. That will ease both users and search engines in their attempts to discover relevant clips. When creating the tags, always approach the task as an internet user who’s simply searching for video about a certain topic.
Create Enticing Titles
It takes time and creativity to combine the keywords in an attractive headline that makes people interested in content. Avoid clickbait titles that trick users. Clickbait titles make grandiose claims but don’t deliver on their promised (and YouTube is full of examples). If you promise to reveal Taylor Swift’s diet secrets and the video doesn’t feature anything remotely relevant, people will leave and increase your bounce rate. Chances are that they will never again explore your content, as well. A high bounce rate is a negative SEO factor that you should work hard against.
Use video transcript to improve SEO. As already mentioned, crawlers can’t go through the video format. By including a transcript, you’ll be giving them access to the information in the video.
Give Google information about your video content by adding a video sitemap. It helps search engines find the URLs of your clips. Any kind of sitemap speeds website indexing and video content is no exception. You can also use schema.org to provide additional information about your video.
Video creation is affordable for all business types and can enhance SEO efforts. Keep in mind that like every other type of content, video has to be relevant. Here are a few best practices to keep in mind:
- Create high quality videos: the quality of the footage and the sound has an impact on ranking and on the viewer’s experience. When possible, opt for HD footage.
- Keep it short: statistics show that the completion rate for videos that are 30-second long is 85 percent. The ideal length for YouTube videos is three minutes. Anything that is longer than five minutes will be abandoned by the audience (unless you have something tremendously intriguing to share).
- Experiment with series and formats: don’t stick to one video format. Use animations or photo slideshows to attract more users. A video series about a single topic will make interested viewers check in weekly to see if you’ve released any updates.