When it comes to marketing and content, video is a force that is unlike any other. The magnetic and persuasive power of a television ad is now encapsulated in the consumer's smartphone, meaning that most consumers can now view your content from anywhere in the world. This presents an unprecedented opportunity to use video to boost your company's visibility.
MarketingSherpa published a case study that found that videos attract 200-300% more monthly unique visitors who spend twice as long on-site.
Even with all of the buzz, many still aren't sure how video can boost their SEO or the best ways to use video for this purpose. Here are just four of the ways to boost your SEO using video.
Despite the endless popularity of everything from Youtube to bizarre videos on social media, some businesses lose sight of why they should use video to boost SEO. The true function of these videos is to enhance your perceived value to potential customers. Everything from an interesting title to a provocative preview image to the content of the video itself is meant to pique the customer's interest in the content, and their interest in the content should effortlessly transition to additional interest in your company.
Moz has done a fantastic job of this in recent years with their Whiteboard Friday series. Check out the image below – this isn't actually a screenshot from a video, but rather an orchestrated photograph designed to advertise a video about voice search.
Using video smart, such as inline embedding on all videos and ensuring the video you want indexed most appears on the front page, is a surefire way of increasing that perceived value while simultaneously rising up the search ranks.
Add a Transcript
One of the most basic ways to boost your SEO via video is to add a transcript to each video that you create. For a low fee (and sometimes for no cost at all), different video services will create a professional transcript for your videos. You can then include a copy or link to the transcript on the video or website page, which is both helpful to consumers who cannot watch the video at full volume (say, someone at work) and helpful for search engines themselves. Customers who are really interested in your content may go back and review the transcript to doublecheck certain things, which represents another opportunity to effectively utilize SEO. And having a transcript of each video handy can help you when it comes time to repurpose your videos.
When it comes to boosting SEO, video is actually like any other form of content: it is easy to repurpose it in order to reach a different audience and to accomplish different goals. The exact way you go about this will vary, but it all comes down to your company's image of the buyer's journey and who your customers are.
For instance, a basic buyer's journey may comprise “product awareness,” “product consideration,” and “decision to buy product,” and previous video footage can be repurposed, edited, and enhanced for each of these stages, creating consistency for the consumer and easier content creation for you. Similarly, your CRM or other research will have yielded different customer segments, and it is wise to repurpose video in order to achieve a unique persuasive voice with each segment.
Hubspot does a great job of this as shown in the example below.
Use Titles and Descriptions and Tags
Many people overlook the significance of SEO keywords when it comes to video, as the assumption is that the consumer is there to watch, not read. However, videos posted to popular sites such as Youtube must still utilize captivating titles, engaging descriptions, and between five to seven keyword tags for the video itself. Correctly using all of these will help to boost your SEO while also steering interested consumers into related videos that you have uploaded. And the description of the video provides a great venue to link interested parties to other videos, product demonstrations, and to your website. Ultimately, smart use of keywords is not that different when it comes to video, as the need to guide the buyer's journey remains.
Technicalities aside, the goal is to have people watch your video all the way to the end and not drop out early on.
Are your videos optimized for search? If you're not sure, it may be time for a video SEO audit!