SEO Video Marketing: The Key to Mega Online SuccessPeter A. Liefer II | Posted: June 18th, 2020
Did you know that 85 percent of businesses have modified and improved their online marketing strategies to include video? In fact, websites with video content are 53 times more likely to rank on the first page of Google’s search results, and a whopping 93 percent of brands acquired new customers after posting a video about their product or service on social media. Evident in these impressive numbers, getting video marketing services has grown to become an essential part of present-day digital success.
First, what is video marketing for SEO?
Video marketing uses recordings of moving visual media to promote and advertise products or services online. Video is a powerful form of content for communicating a brand’s message to a specific target audience. It’s easy to consume on the go, yet simultaneously provides flexibility, relevance, and value.
In addition, not only are video marketing campaigns effective for engaging potential customers and turning their attention toward your company’s offerings, but they can also complement your search engine optimization (SEO) efforts, and ultimately, improve your website’s rankings.
So, are you ready to outrank your competitors? Keep reading to learn more about the benefits of video marketing for SEO, and how our digital marketing specialists here at PrimeView can help you create rank-boosting and lead-generating videos for your business.
How do videos improve SEO rankings?
Google — inarguably one of the best search engines in the world — is prioritizing websites with quality video content. Knowing this information and taking strategic marketing actions is crucial to your business’ online success, since 4 in 5 consumers use search engines to find information about a particular service or product. For that reason, your website needs to appear on Google’s coveted first page. And, according to an in-depth analysis of 5 million search results, you should aim to appear in the top three spots of the first page since they get 75.1 percent of all clicks.
The question is: how does video marketing help boost your SEO ranking? Here’s how:
- Increasing click-through rates. In online marketing, a click-through rate (CTR) is the ratio of internet users who click on your link after seeing it. Including a compelling video on your page can cause a 157 percent increase in organic site visits (otherwise known as organic “unpaid” traffic) from search engine results pages (SERPs).
- Lowering bounce rates. Instead of clicking out immediately, users spend over twice as long on a web page with video content.
- Creating quality inbound links. The higher the quality of your video content, the more people will share your videos, and the more likely you are to get relevant inbound links or backlinks. This is a significant perk of SEO video marketing since the number and quality of your backlinks impact search engine rankings.
Incorporating videos into your marketing strategy is magical, but when you integrate good SEO with top-notch content, that’s when the real magic happens. That’s when you produce “unicorn content” — content with a high SERP ranking and high click-through rate.
How to get started with SEO video marketing
Now that you understand the benefits of video marketing, the next question is: how do you include video marketing in your SEO strategy?
Here are five easy tips for implementing video in your SEO strategy.
Plan and execute your video content based on the people searching for it
Your video should always resonate with the potential customers you wish to attract. Therefore, when creating video content for SEO, remember to customize it based on what would seem appealing and comprehensible to your target audience.
For example, if your goal is for authoritative health and medical sites to link to your video, then the language in your video script should be geared towards doctors, nurses, pharmacists, and other medical professionals. They will likely understand most, if not all, medical and scientific terms, so you do not have to define them, unless your target audience includes patients who may require simpler explanations.
During the planning and execution phase of your video campaign, putting yourself in the shoes of those who will watch your videos will help you cater to their needs, and ultimately, make your SEO video content more successful.
Ensure your video educates before moving on to the technical details
If your previous or existing customers had similar questions or FAQs about your brand, products, services, or industry that new potential customers may ask again, then go ahead and answer those questions in your video for SEO, which will help educate and empower your customers when making their purchasing decision.
If you continue answering queries about your business, you can become an authority and gain credibility due to the value you provide. The search engines will see this and begin boosting your pages even more.
Optimize your video titles and descriptions with SEO keywords
By conducting keyword research and incorporating them into your video titles and descriptions, you can create more targeted and effective videos that turn site visitors into paying customers (conversions) for your business.
The truth is, you don’t need to be an SEO specialist to do keyword research (although having a team of experienced SEO professionals on your side definitely helps). There are several tools available that can help you select keywords related to your video topic.
Some of the best keyword research tools for SEO video marketing include, but are not limited to:
- Moz Keyword Explorer
- Google’s Keyword Planner
- Ahrefs Keyword Explorer
- Keyword Tool
Type in the keyword or keyword phrase you are targeting; learn the SEO value of those keywords, and then acquire suggestions for related keywords your web pages might rank for in SERPs. For more information on how to conduct effective keyword research, we recommend reading Why SEO Keyword Research is Important to Business Success.
When writing titles and descriptions for your videos, ensure to include your main and secondary keywords. It’s also crucial to write titles and descriptions that make people want to watch the entire content of your videos.
For instance, if you are targeting the phrase “Tourist Destinations” in a video, don’t make your title “Tourist Destinations.” Instead, unleash your creativity in order to capture the interest of your viewers. Transform your title from boring to fascinating with titles like “10 Breathtaking Tourist Destinations to Visit in Your Lifetime,” or “Bucket List Travel Destinations: 7 Wonders of the World.” The same goes for your video descriptions: Use your keywords wisely and remember to create a sense of intrigue to get those clicks.
Don’t forget about video transcriptions
Video transcripts lure in Google and other search engines with relevant keywords, giving them more information to contextualize the content of your video.
It’s important to keep in mind that search engines are programs — not people. They do not have the ability to read or comprehend moving visual media alone. Video transcripts help provide the text content necessary for indexing and higher rankings.
What’s more, combining video and written content will help you reach a much larger audience since 80 percent of surfers on the World Wide Web will watch a video on a website, while the other 20 percent prefer written content. By posting moving visuals and text elements in one web page, you are meeting 100 percent of your audience’s content consumption preferences.
Promote your video as part of your SEO strategy
Although the initial planning, creation, and posting aspects of video marketing are important for your SEO strategy, you need to remember that there’s a subsequent step: Promotion. Promoting your video content — whether on social media platforms, through newsletter campaigns, or by reaching out to popular blogs and websites within your niche — will support your SEO efforts and drive traffic to your website.
Are you ready to boost your SEO ranking with video?
Video is one of the most important forms of content marketing today, and its presence could either make or break your optimization efforts. If you want to start reaping the full benefits of video marketing, contact us today to receive a free quote.
PrimeView is a full-service digital marketing company that has helped local and national businesses earn multiple page-one rankings on Google through customized SEO strategies and video marketing services in Phoenix and Scottsdale, AZ.