January 15, 2013
Video is going to be one of the number one things we see websites utilize in 2013, but it’s important to create a video strategy that can really help your SEO. Adding videos to your website and marketing tactics is a great way to get users engaged, interested, and understanding what you have to say, but getting indexed by Google is a benefit not far behind. It’s important that a company realizes that just throwing up a video on a website isn’t going to help users. In fact, it could clog your load times and hurt your SEO and annoy your visitors (if they wait around long enough to see it). You have to sit down and create a real video marketing strategy if you want to be successful for your users as well as the Google bots.
How Videos Can Affect Your SEO
Videos affect SEO in the same way that content affects your SEO. Google wants every result to be as relevant as possible, so you have to prove to Google that your video is based on a relevant topic. Because videos are easy for readers to understand, quick to watch, and easy to engage with, companies find the following benefits of a video marketing strategy:
Because Google also understands these benefits, it’s important that a company knows how to optimize each and every video so that Google can give it the reward it deservers (better SEO and therefore a better ranking on a SERP).
How to Get Started with Video Marketing
It’s pretty easy to get started with video marketing. There are a few technical things involved, but the basics include the following steps:
1. Decide where you want to host your videos (hint: Your website isn’t your only option!)
It’s important to remember that a video marketing strategy isn’t all about videos on your website. YouTube is still the second largest search engine, so creating a YouTube channel with your videos is a great way to gain some of the benefits discussed above. After you include your video or videos on YouTube and your website, try moving to social networking sites. This isn’t going to give you the most success, but it only takes a quick second to post a video onto your Facebook page and see the type of response you get. It’s all about testing and the goals that you set out before beginning with a strategy.
2. Include keywords in your title tags and summary.
When you upload a video onto YouTube or onto your website, there will be a section to fill in a summary and fill in a title tag (the same way there is with content). Just as with content, make sure that you are placing relevant keywords in these tags. This is how you let the Google bots know what your video discusses since they can’t watch.
3. Add your script as a close caption whenever possible.
This point refers mainly to YouTube. Adding your script does two major things for your video: First, you make your video available to those who are visually impaired, and second, Google often indexes these scripts so you have more opportunity to use your target keywords.
4. When it comes to video on your site, go for rich snippets.
Rich snippets are simply pieces of information that show up on a SERP that give users information about that content or video. Rich snippets are far more likely to be clicked because it lets users know that your content is shown in the form of a video as opposed to hoping they click on your site to find out. You can get a rich snippet by submitting a video sitemap.
5. Make sure your video leaves watchers wanting to link back.
Just like traditional content, you want to make sure your video leaves people wanting more. In your script, simple ask users to share your content if they found it interesting and helpful. This will help you gain visibility and backlinks, which should make a big difference in your SEO success.
Of course, you have to have a video to optimize and to include on all of these different outlets, and that video has to be great. You can learn more about creating the “video” in “video marketing strategy” here.
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