The best way to attract more viewers to your site through video is to deliver great video content. What your audience wants will depend on your brand, of course. But we know what most people want in general: to be entertained and informed. They want gripping, eye-catching videos that help them in some way.
How can you help them? By taking a naturalistic and value-based approach to video SEO. For instance, focus on answering questions, giving an overview of a process, teaching a task or procedure in a tutorial, or providing an educated opinion (as in a product review). Some specific types of videos that tend to be both high-value and compelling for viewers, and hence valuable for video SEO, include:
- Webinars can effectively convey long-form educational content to your audience. They’re also a great way to repurpose data-rich content such as white papers, infographics, and case studies. Publish the webinar video to your YouTube channel, then promote it on social media with an invitation to connect with you.
- Live-streaming is best for immediate, more personal contact with your prospects. It’s a great way to experiment quickly with video since it doesn’t require expensive editing or special effects. More than 8 million people watch live-stream videos every day on Facebook alone. Conduct short interviews with your team members or customers, walk through your office, or simply share quick tips and tricks with your audience.
- Explainer videos, especially for your homepage, help introduce your brand and services or products to your audience of prospects. They don’t have to be terribly long — even a minute or two can be enough to explain the problem you solve and how you solve it.
If you choose to upload your videos to YouTube, you’ll want to use its tools for video SEO and findability. At a minimum, you’ll want to do the following:
- Create the right type of videos. On YouTube, how-to and tutorial videos, as well as product reviews, tend to rank very well.
- Use relevant, search-friendly keywords in applicable text fields, including the title, description, and if possible, the URL.
- Create a short, entertaining description. What is the video really about, and why would your audience be interested in it?
- If the video is connected to some other piece of content on your website, include the post or page URL in your description so viewers can go check that out next after watching the video.
- Choose the appropriate category and tags, using relevant keywords if possible.
Finally, keep in mind many video viewers don’t listen to the videos they watch. In fact, 85% of videos on Facebook are viewed with the sound turned off. To enhance your user’s experience, and be more inclusive with your content, create a transcript of your video, or add closed captioning to your videos.
One way to incorporate video into your website is by creating home pages on your site for each video. That will be the video’s main “home” on the website. It can be a single upload page for that video, or it can be topical page (a blog post, for example) of which the video is a substantive part.
Next, pay attention to speed optimization for your video. Video can slow a page down. Yet page load time is definitely part of Google’s ranking algorithm, because users don’t like slow-loading pages. In fact, 57% of them will leave if the page takes 3 or more seconds to load. Create compelling meta descriptions and title tags for your video pages. Include the video name in both fields, as well as the URL whenever possible. Also don’t forget to promote your videos on social media. Social signals help increase your video’s findability and sharability, which will help increase views.
No matter where you publish, the right kinds of video will bring a steady stream of traffic to your digital door. In turn that’ll boost your site’s SEO and your brand’s profile. Keep videos high-quality, informative, and compelling. And don’t forget to promote them, just as you would with any piece of content.
Are you ready to let video marketing help you improve SEO and bring you more organic search traffic, but you’re not sure how to get started?
Let us know here; we’ll be happy to help you create a solid video-driven strategy for your business or website.