How to take advantage of Video Marketing to help boost your SEO and Brand Image
Despite the doom and gloom in the industry about the arrival of Penguin 4.0, SEO is alive and well and is still recognised to be the best way to spend your marketing budget and according to LinkedIn, SEO is one of the most requested skills when companies are looking to employ new workers.
But one area that a lot of content marketers and SEO’s miss is Video Marketing.
If you check out the Social Blade statistics for Red Bull you can see just how strong their Video Marketing game is, which is mental when you consider they make energy drinks…
And it’s not just massive companies which are using video more, it’s normal people. If we just take Facebook for example it gets even insaner, here is a summary of a great article from Social Media Today:
- The use of live video is increasing – In 2016 people spent 3 times longer watching live videos compared to those which are not live.
- Virtual Reality is here! Users have spent over 1 million hours watching videos using the Samsung VR gear.
- Everyone is doing it – The number of videos posted by users increased by 75% in 2015.
- Organic Reach – Videos generated 135% greater organic reach than typical text/image posts
- The pie is huge – Facebook generates 8 billion video views on average per day.
And this is just Facebook, when you look at new up and coming social networks or apps like Instagram, Snapchat and others they are beginning to focus on video more and more.
How do I even do this?
My opinion on why video is on the rise is simple. The accessibility to higher quality cameras has dropped to the point where every one of us has a phone capable of recording video to a high enough standard to use online. Internet connections have become so quick that you can live stream from your mobile network.
Just look at this video here, fully recorded with a standard iPhone 7.
The world we live in now is insane, it’s time to take advantage of it. For a quick guide on where to begin with this, check this fantastic post from Tutsplus.
So how do they do it?
In this article I hope to help share 10 hot tips on how to begin your video domination. Let’s begin!
Start with the end in mind!
How will all this effort go to growing your bottom line? As you plan our your Video SEO strategy don’t forget to implement a tracking system to capture the success of the new strategy. Perhaps our post on free SEO tools could help you?
When choosing a video platform look out for those where tracking and analytics are included in the package. Sometimes this might have to be a job for your web development department but at the minimum you should be aware of how many people who view your content make the move to the top of your sales funnel, and track them as they move down your content to closure.
Use Video to show things in a way text/images can’t!
Engaging content is important and there is nothing more boring than a slideshow style video with a crappy voice over laid over the top. Think about how you can use the advantages that video presents to show new ideas about your product and send new messages out to your audience.
Moz do a fantastic series called Whiteboard Friday where they take semi-important topics within the field of SEO and present them in a very engaging way on a whiteboard. Anyone could do this!
Can you do something similar in your industry?
Think like an SEO
Allowing other people on the internet to embed your videos on their websites is a super quick win in terms of reach and SEO. Don’t forget to overlook this while setting out your strategy.
YouTube is not the solution
Note: If you are going to use YouTube, take a look at our complete guide to YouTube SEO.
YouTube is the worlds biggest Video platform and in many ways it’s the one website that kicked off video on the internet. However you should approach YouTube as a way to show your videos to a new audience, not as your video platform.
The goal should be to get users away from YouTube down to your own hosted video library on your own domain. Take a look how Red Bull do it.
Their own site contains much more content, they are using YouTube almost as a cock tease to bring people in. A fantastic strategy.
I don’t have to tell you guys about the importance of sitemaps, but did you know there are separate sitemaps available just for video content? It’s important these are built.
Sitemaps are one of the easiest ways to make sure your content is indexed regularly and quickly. A properly configured Video sitemap will contain a link to the landing page for the video. Meta data is optional but I would recommend you do it.
Again this could be an option for when you chose your video platform, many of these include this in their packages. If they don’t then a tool such as Screaming Frog can build this for you but it will be a pain to keep updated manually.
Get interactive, baby
For every video view you get you have the chance to get that person into your funnel. Interactive elements like links, surveys, questions or even forms enable you to grab your viewers at important moments and call them to action.
An example of this would be if you create a how to tutorial for your latest SEO tool or product, why not link them directly to the software at the end so they can try out what they just learnt.
This brings me to the end of my key points, have I missed anything on the list? What has worked for you in the past? Leave a comment below and let me know.