Using videos as another means of marketing your brand, product or services is one tactic that many businesses are using. With the growth of YouTube and many other video hosting and sharing sites, there are an increasing number of platforms for your content to reach. Furthermore, Videos will enhance the user experience and also possess the benefit of encouraging a visitor to become more engaged.
Using video SEO can benefit your site in a number of ways including rankings, traffic, conversions, links and enhanced brand image; therefore there is a lot of potential gain.
Creating videos for SEO purposes need to be treated in a certain way. To begin with, it is essential to conduct keyword research to see what terms people are searching for in relation to your topic ideas. You should select keywords with an ample search volume and then perform competitor research to examine if other companies have videos ranking highly in Google for such terms. Based on this research you should be able to determine the best keywords with the lowest amount of competition.
Optimising your video is paramount, as search engines cannot tell what a video is about unless you tell them. There are a number of different points to consider:
Hosting – where are you going to host your video?
As YouTube is the second largest search engine it can be a great place to host your video in order to gain more views as well as to produce positive rankings. However in doing this, the traffic will come to YouTube and not to your website. There are widgets available which give you the option to add a link from the video that will link to your site. It is also possible to put a link in the description of the video; however this will still not bring as much traffic as if the video were to be hosted on your website.
Hosting the video on your own site which should be done through a third party hosting service and will bring search traffic directly through to your site. Additionally, many video hosting companies will offer extra services such as a video sitemap.
A video XML sitemap is a specific sitemap for your video which will help tell Google exactly what your video is about which is where your keyword research will be applied. You can include titles, descriptions and relevant tags to optimise the video best for your chosen terms. This will then be uploaded to your website through webmaster tools. It is also possible to create a video sitemap for a YouTube video embedded on your site; however this can prove to be a more complicated process.
Hosting the video onsite will also give you the opportunity to build backlinks to your site through embedding the video on other sites. This can be done through video embed sites such as myvidster as well as outreach to relevant blogs to gain extra embeds.
Good practises for video SEO:
- Name your video carefully – include keywords and a title that entices a visitor to watch it.
- Include your keywords in the file upload name of the video
- Create content alongside your video explaining what it contains – this is beneficial as it encourages visitors to watch your video as well as getting some love from Google who like unique content.
Promoting your video:
Using SEO combined with social media is essential for promoting new video content as social media has a strong impact on search algorithms and so social shares can help push a video up the SERPS – share your video through different social channels to gain views. Including social share buttons on the hosting page is also essential.
- Add your video link in your email newsletter
- Use social bookmarking sites to bookmark the videos and add relevant keyword tags
Don’t forget to consider the following before you create your video –
How do you want it to help your business?
Who do you want to watch your video?
This will help determine the content as well as how you are going to specifically promote it.