The explosion of web video is amazing. Just seven short years ago, YouTube founders posted their first video and now they have 800+ million unique visitors each month. A Forrester study reports that sites with optimized video have a 53X greater chance of landing on the first page of Google. ComScore data shows that online shoppers are 64% more like likely to purchase a product online after watching a video.
The impact of video in the marketing mix is clear. You need to add video if you want more web traffic and a broader customer base. Optimizing your videos can help do that. We’ll help you get started with a few simple steps (by the way, you can subscribe to the free UpCity Daily Tips newsletter for more video SEO tips).
Video Content Marketing
To start, video is simply another form of content. It can educate, entertain, persuade, and build brands. It can help position your company as an authority in the field by providing simple tutorials or product spotlights. Video can show action in a way that words never could.
Example: Do you sell kites? Try explaining a new kite launch technique with words. Reading about it can’t compare to seeing the steps (and joy of the experience) in a 2-min ‘how-to’ video.
What is Video SEO?
In 2007, Google implemented ‘Universal’ search which pulled results from a variety of digital assets — text, images, video, news — rather than simply providing traditional text articles in SERP. This opened up new media opportunties for small business owners and marketers to share their information. Search crawlers can ‘read’ textual data only so search programmers needed to determine a way so that the robots could locate different media, then provide relevant results. Enter video SEO.
A search for ‘how to launch a kite’ now delivers video results on the first page because these vendors have created and optimized their video.
Like written articles, video SEO allows you to target keywords and then create titles, add meta data, video description, and file names to your video.
Telling the search engines what your video is about through SEO is the first step in getting more web visitors.
Here’s a quick overview of Video SEO basics.
You don’t need fancy equipment or finely crafted scripts to do a tutorial or promote a product. Zappos shoe videos are a fantastic example. With very little video production, they highlight product features and benefits. You can simply grab an affordable video camera, create a rough script or storyboard, film, edit, then upload to YouTube. Or, you start and have someone else edit — there are many affordable web production firms, Candido is a favorite.
Where to Post Videos
This decision isn’t as simple as it might seem. Decide what you want your video to do — get traffic to your site, build brand awareness, or garner more followers in your content stream.
- Host on your own site. This has the greatest impact on your own SEO and website ranking. All video traffic comes to your site for viewing. The problem is, you’re missing a lot of potential viewers that are on YouTube each day looking for videos of interest. You MUST upload a Google video sitemap so it can index your video. Be aware of server and streaming needs if hosting your own video.
- Host your video on a 3rd party provider such as YouTube. There’s no doubt that YouTube rules the video world and Google’s ownership certainly weighs in the favor of good search placement.
Using Video SEO to Increasing Sales
Outside of additional traffic and greater conversion opportunity that optimized video brings, providing customers with content in the form they prefer is simply good business. Most people find that watching video is much easier than reading directions in text. So people are less likely to leave your site if engaged with a media (video) that’s appealing and tells them a story. Use this to your advantage.
Once you’re set with goal, video production, optimization, and hosting; consider adding a text-based transcript of your video to your site. This ensures crawlers and people can read what your video is telling them.
So succeed at inbound marketing and get free traffic. Your great product video should have the following elements:
- Be optimized. Use video SEO so that people and search engines can find you.
- Simple. Tell them what they want (need) to know in the shortest amount of time possible—2 minutes or so,
- NOT over-produced. Natural looking video is the best of all. Use real people and customers whenever possible.
- Focused on the customer benefit. No one wants to hear about you or how fabulous your company is.
- End with a strong call to action. Tell them what you want them to do next. Call…download..order..subscribe. Close the deal!