So you’ve heard video is “great for your website.” Ok, that’s great. But beyond “getting people interested,” how does it actually affect SEO? Did you know that just having video on your website will increase your number of visitors, even if they never watch it!? Crazy talk.
SEO stands for “search engine optimization.” If you’re not familiar with how that works, it’s basically the practice of making search engines really like your website so it comes up in search results more often. That used to mean doing lots of tricks and/or paying SEO companies lots of money. But while there’s still a bit of technical know-how required, today SEO is primarily about producing regular relevant content. And if that content is video? All the better.
Video relating to SEO started in 2007 when Google introduced “universal search.” Since then, it’s grown from an “extra little feature” on your website to become the best content tool you can utilize. So how does it work?
SERP—Search Engine Ranking Priority—is the biggest thing you should be thinking about. Everyone wants their website to be on the first page of google results, right? That’s what SERP is. And pages with video are 53x more likely to rankon the first page. That’s a huge difference. BUT! Obviously you can’t just slap any video on your webpage and have your ranking skyrocket. The people that work at google are a little smarter than that.
Videos make people click—in fact, videos can increase click-through-rate by 41%.
Step 1: Create Relevant Video
Your first step should be obvious: Get video. (Good video. Having a low quality video almost invariably decreasesconversions and can have a severly negative impact on your brand.) And getting someone else’s video doesn’t really work. Copying content from other websites (or YouTube) can actually lower your ranking unless you’re using that content within the context of something else.
Step 2: Metadata
Metadata is one of those words that sounds technical, but really isn’t. Metadata is just data about data. In the case of video, that’s mostly a title and description. The best thing you can do is actually transcribe your script. Most video platforms—including YouTube, Vimeo, and Wistia—allow you to upload caption files that will greatly improve your SEO ranking. Here are the top things you should be thinking about:
- Choose a compelling thumbnail
- Write an interesting and keyworded title
- Write a keyworded description with a question or call-to-action
- Upload a transcription / caption file
Step 3: Figure out Conversions
What’s the purpose of your video? Is it driving likes on Facebook? Increasing brand awareness? Increasing Click-Through-Rate for a specific page? Driving conversions for a specific product? Once you figure that out, you can design a landing page around the video that will serve to drive those actions after the viewer has finished watching the video.
Step 4: Share the Video and Make it Shareable
You should be sharing the video on social—of course. But also make it easy for your viewers to share your content on the pages it’s on so that your audience does your marketing for you. Add share buttons for Facebook, Twitter, and LinkedIn at a minimum with your post.
So. Think you don’t have a budget? Want to know more? Check this out: