Videos are always an important component of internet marketing and search engine optimization. They speak more than content and not only increase the interest-factor of your content, but they improve rank as well. The video optimization tips will help in ranking the videos on Google and YouTube.
Earlier marketers were only focusing on just publishing a high volume of content that was of high-quality and optimized in ways that made it discoverable through different search engines. The content was mainly limited to the written word. But today, that’s no longer the case, a complete content strategy of today involves written work like blogs and eBooks, as well as media like podcasts, videos, and visual assets.
A study report shows that today around 45% of marketers are investing more in YouTube, which is more than any other marketing channel available. Plus, with the increase of different content formats, there appears a need to optimize them for search. Keeping in mind the increasing frequency of videos on blogs and social media sites, we can’t create any content without them as there would be a chance of looking boring. Today 62% of overall searches on Google will result in a video embedded in them.
But we need to understand how does video optimization works so it can improve our video rankings and make it rank in YouTube and Google Search as well.
What is Video SEO Marketing?
Video SEO Marketing is defined as the optimization of your video to be listed and ranked on the search engine results pages for relevant keyword searches. This article will outline many video optimization tips to get your videos rank higher.
How has Video SEO Marketing Evolved?
Today video SEO marketing has grown to be more and more popular with businesses. It has become easier for marketers to produce videos and get them online, thanks to YouTube. We are not able to browse the internet without seeing a video, so it has become more difficult to get ranked in the universal search results.
Getting ranked with your video on universal search has a lot to do with the authorization of your website, how video-focused it is, and how it ranks for video-related inquiries. You have to understand that keyword research for videos is different than for text-based blog posts.
7 Key Video Optimization Tips to Improve Your Ranking
So, how do you get your videos to reach out and rank favorably? Here are the 7 key video optimization tips to improve your overall SEO and rank better on YouTube and Google Search.
1) Be Consistent and Make Your Best Video a Preference
To enhance your rankings and create an engaged community, you must be consistent in uploading your videos. You need to be committed to producing unique and relevant video content as this is the only way you can improve engagement which will, in turn, boost search rankings. Just like any other social media platform, have a content calendar for YouTube and Google as well.
Consider the following:
SEO Compositions: Qualities that will rank higher with search engines need to be prioritized. You need to keep in mind the following, descriptions, captions, tags, keywords, and titles.
Overall Viewability: Videos have a greater chance of getting seen if they’re mobile-friendly, factors like dimensions, length, and loading speed influence this.
Best Quality: Search engines gather data to determine whether your site matches their algorithms. They also examine how relevant your content is to internet users and the calculation of how many viewers you have. It doesn’t matter how excellent your content is if your camera or mic work is poor. Choose a clear video, that can be heard and maintains good lighting.
2) Captions Improve Searchability
Including captions will enhance searchability and allow additional space for keyword insertion. For YouTube and Google to start displaying your videos, the site’s algorithms need to understand what your content is all about and what it is offering. So, adding captions will supply the information you’ve already given, such as the title and description of your video. This enables search engines to “read” your video content in the text-based form. Doing this will ensure that your content will rank higher for a given search term than content without any captions at all.
Two ways of adding captions to videos can increase your search engine rankings.
- Improving audience engagement
- Improving search engine visibility
3) Use Compelling Thumbnails
The small image observed when your video hasn’t been opened or played speaks a lot. The thumbnail is the first visual reference your viewers get of your video which affects their decision to see it. It shows a story about the video before it’s played.
Having a compelling thumbnail in your search engine results increases visibility and traffic. Researches show that thumbnails with human subjects on the cover offer a 30% higher chance of being played. Select a frame that encapsulates the content or best describes your brand. You can also use your brand logo but check that it doesn’t overshadow the thumbnail.
4) Create Backlinks with Engaging Content
The purpose of a potential top-ranking video is the creation of high-quality backlinks. Those come from the viewers that share your content across various platforms.
But you need to understand that not all videos are worth sharing as no one wants to link their family and friends to some boring clip about something new or any service or product. Your product can however make an impact, only if the video is truly something to spark a desire to share. Here are a few reasons why viewers might share your video:
Engaging and Humorous Content: Everybody loves a good laugh, if your video makes people smile, it has a higher chance to be shared with others.
Educational Content: Videos with informative messages are also popular for sharing. Viewers may also like something that shows a strong opinion related to their own.
Emotional Content: Videos that extract an emotional response from viewers are worth sharing. Viewers want to show others something they felt as they watched and there is a chance that they will share your link through email or social media.
5) Use Well-Researched Keywords that Relate to your Topic
Keywords impact your content in many ways and play a significant role in modern SEO, however not just any keyword will do. You will have to work on analytics to discover which keywords are creating a difference. Long-tail keywords are more suited to your product and brand, while short keywords are used more frequently. Researches show that keywords of at least 4-words cover around 50% of the searches.
You can search for the most popular keywords in your industry to learn. Choose keywords wisely that are relevant to your topic and description, including a good mix of those that are common and also long-tail.
6) Understand your Audience
This tip may appear less powerful but it is a must be part of your video SEO marketing and planning process. It is necessary to know who is arriving at your website and then you can determine if that is the right audience. You can get this information from Google Analytics but first, need to enable the and Interests reports and Demographics.
You can perform market research without having to spend money. Here are some tips:
- Interview people via your brand’s Facebook page or face-to-face
- Plan and conduct online surveys
- Use Google search to find more audience information
7) Make Sure that Your Page is Relevant to the Video and SEO Optimized
You can’t rely solely on optimizing your video to get a position on the SERPs. The page itself is also important and should be optimized for SEO, else the search engines won’t bother to bring it in the first place.
If your video isn’t ranking the reason may be your page, it would be ineffective and not optimized as per the SEO, pages featuring videos need to be relevant and highly optimized. Rankings will come only if you ensure that the technical SEO components are in place plus you are creating high-quality content. The other aspect to consider here is that you need to ensure that the video is relevant to that particular page or not.
The influence of video SEO marketing continues to evolve and these were a few video optimization tips that can help you rank better. Search rank is an essential part of digital marketing, keeping content relevant, and remaining faithful to your brand is just as important as SEO. Use these above-defined tips and get your videos to stand out and rank favorably. Understand that video SEO is an efficient way to distinguish your brand and outrank your competitors in the market.