You’d be surprised how many teams spend a huge amount of time and resources covering the stories that audiences care about, and totally skip over SEO. But if a tree falls and no one sees it or hears it… you know how it goes. It’s critical to make sure these stories and videos are getting in front of target audiences, in the first places that they go to find them.
Social media is an effective strategy for driving traffic, however, it comes at a price. As the platforms’ changing algorithms, “pay to play” ads and “walled garden” nature continues to be a cause for concern, many brands are increasingly looking for a more tried and true source of traffic: Search.
This shift in focus is exemplified by Time Inc.’s hire of SEO veteran Jon Hawkins, and the New York Times project to republish almost all of its articles since 1970 in HTML to make content searchable on Google. A significant lift of search traffic in both news and evergreen content for these publishers set a great example of how SEO can leverage content as brands’ “currency” in the noisy, crowded content space.
Every SEO specialist has long been focused on including keywords in a static, link-driven search page. But as of late, a new SEO technique has been brought into focus… Video SEO optimization. Video is rapidly growing in popularity and approval by audiences and search engines alike – with a 157% increase in organic traffic. So how do we use video as a driving force for search traffic?
Embed videos on as many pages as possible
Embedding high-quality, relevant videos within an article not only provides audiences with more ways to digest and engage with your content, but also increases your chances of driving traffic to that article in the first place. A page with rich media like video has a much higher SERP (Search Engine Results Page) ranking than text-only articles.
The relevancy of content is the most essential factor of SEO ranking – and the presence of video itself signals the search engine that your page or site contains good quality content. Research also shows that online video traffic is projected to grow four times and command 81% of all consumer traffic by 2021.
Publishing videos on Youtube, Vimeo, Facebook, and other self-hosting providers is a great way to increase video views and engagement with your brand. Research also shows 82% of all video results in Google are from YouTube. However, these platforms and providers take users directly to their sites – not your domain! Embedding videos within your article pages will ensure that audiences find your site in their search results, and will give them all the more reason to stick around.
Incorporate keywords into every text aspect of your video
It’s a no-brainer that search engine bots can’t read audio or video…for now. So how does video help SEO? Search engine bots can read text files that are synchronized with media and soundtrack in a video file. By providing keyword-rich cues within a video’s metadata, titles, and closed captions, search engines can better understand the video’s content, and will capture these keywords to answer specific search queries.
You enhance your SEO video marketing by using keywords in tags, descriptions, and annotations – otherwise known as media metadata. When a video contains multiple media assets, it’s important to make sure the keywords included in the metadata send a clear message to search engines by aligning with the rest of your article’s text. The same is the case for video titles. Just like your media metadata, titles are hidden within the HTML code of your video and a good video title that is rich in relevant keywords will increase your chances of ranking high in search results.
Another textual aspect to optimize for SEO is your video’s closed captions. Not only do keyword-rich text contribute to your ranking in the same way as metadata and titles, but they also contribute to increased engagement. After all, many social media users watch videos on mute at work or while listening to something else. When they can read the video text and understand it, they’re more likely to engage.
Publish quickly to enhance your SEO video marketing
The amount of traffic that a news story generates depends just as much on the time of publication as it does on the quality of content. Breaking news videos that are published in real-time not only attract a large amount of attention, but also generate “a very high completion rate,” according to Neal Coolong, senior editor of USA TODAY Sports Media Groups NFL Wire sites: “When we find the news story right away, and we create a video for it right away, there’s still a huge segment of the market that isn’t aware of what is going on.” Publishing videos around the stories that matter – as they happen, and as quickly as possible – is the best way for brands websites to rise above the competition – all the way to the top of search results.
Ready to launch your own SEO video marketing strategy? Stay motivated with this piece of knowledge: A website is 53 times more likely to reach the front page of Google if it includes video. Now start using these tips and make video SEO optimization your new strategy to help your content rank.
Is visual storytelling at the forefront of your content strategy?
Download our free report to see how tech tools are helping companies of all sizes create more (and more impactful) videos, infographics, animations, and more… so you can build your own toolbox that will help you do the same.