Business Owners: How to Utilize Video for Search Results and Online Exposure
Let’s dive right in – we all get the idea that video is huge now. From the streaming and binge watching of Netflix and Hulu to YouTube and Social Media; video is the future, and the future is now. Below are some insights, stats and suggestions about video, and how to use it to bring new customers your way.
1. Video is a Tool for SEO and Marketing that you have to Use
As your website becomes more optimized over time, it will start to rank higher in search engines for relevant search terms. As this happens, you’ll see an increase in traffic, or prospects viewing your site. Ultimately this increases sales too – as long as your website kicks your competition to the curb and acts as a lead generation engine.
Here are some stats about why it would be beneficial to begin incorporating video into your digital marketing efforts and budget (via www.inc.com):
- It is estimated that nearly 80% of Internet traffic is video content.
- People are 85% more likely to buy a product after viewing a product video.
- Posts with videos attract 3X more links than text-only posts.
- 45% of people watch more than an hour of Facebook or YouTube videos a week.
- 85% of the US Internet audience watches videos online.
- The 25-34 (millennial) age group watches the most online videos and men spend more time watching videos on the Internet than women.
1a) Suggestion: Consider placing a video on your landing page (home page). Landing pages containing video have been proven to show increased conversion rates.
2) Google Favors Video for Search Results
Notice how videos tend to show up near the top of search results pages (SERPs)? It is because Google’s search algorithm and its AI prefer video. They prefer video because all the stats show Google’s users prefer video.
The metrics are different for different industries and economic sectors, but the facts show video is key for search marketing. Working with a digital marketer who knows video marketing is now a must for all business owners.
Here is a simple whiteboard video for Optimize Digital that often shows up in search results when people are looking for help with their websites, content marketing and social media, or SEO:
Periodically uploading a new YouTube video to your YouTube channel, even if it is from your vendors or suppliers, is another way to show the search engines that you are putting out relevant content on a consistent basis. Moreover it is in the current preferred medium.
Here is another video we made – for Willow Creek Dental in the Twin Cities, MN that reminds potential customers who they are, and prompts current ones to come back:
On the same note, a blog post with a video is more likely to catch the search engine’s attention.
3) YouTube is a Search Engine – Optimize Your Videos
YouTube is currently the world’s 2nd biggest search engine. Millennials use YouTube, Facebook, Instagram, SnapChat and more to find what they’re looking for.
Focusing on YouTube for this article, it is important to optimize videos just as it is important to optimize photos and web pages:
3a) Optimize Video File Name: what is the subject of the video? Keywords are better than something like, “T1265.jpg”.
3b) Use Keywords in Video Title:
Here it can be useful to do a little keyword research to find out which videos show up well in Google search results. The videos on your YouTube channel should have great Titles for SEO. But the titles and descriptions also need to do a great job of marketing the video to Google’s search engine. One of the keys is to know which types of videos are searched for most, and which people watch.
In general, Google tends to show video results for the follwing types of keywords:
- How-to keywords
- Funny videos
3c) Utilize the Video Description area to provide useful information (the search engine reads it):
Your video descriptions are important. Because Google and YouTube can’t “listen” to videos, they rely on your text description to determine your video’s content.
Here are the basic guidelines for the description:
- Put your link at the very top of the video
- Keyword optimize
- Make the description useful for readers, and at least 250-words
- Add other links where appropriate
Contact Optimize Digital for more information on optimizing your YouTube channel, and you videos, so they show up in Search.
Tags aren’t vitally important, but they help. Just include a few keywords to help YouTube and Google learn what your video is about.
4) Suggestions on Getting Video Views
- Place a link to your YouTube Channel on staff email signatures.
- Promote your YouTube channel on Facebook.
- Place a button/link to your YouTube Channel on your website.
- Upload videos from your website onto your YouTube channel, using the optimization suggestions above.
- Upload videos from your website onto your Facebook page, using the optimization suggestions above.
- Upload videos from your website onto your Google+ page, using the optimization suggestions above.
- If you’re already publishing videos on YouTube, the next step is to optimize them for search engines. If you have a bunch of videos on Instagram and social media – remember, Google and Facebook are competitors, so you won’t get search benefit from Facebook videos.
- You’ll want to upload the video directly to both platforms. And don’t forget to link the videos in your blog to your YouTube channel.
Using the video marketing strategies and tactics above on a consistent basis will help you leap ahead of your competitors in search results. Not only that, it will also increase engagement, conversions, and your marketing ROI.
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