SEO Video

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SEO Video


If you’ve been on social media or follow any number of blog feeds, you may have noticed a new trend: videos. Business owners, bloggers and even everyday people are using videos to share their ideas, elaborate on their written content, or relate to their audiences in new and fun ways. Videos are quickly becoming a popular way to spread your content via multiple sources, especially because people use sites like YouTube and Tumblr so much, and those are very visual resources. If you’re a website and business owner, it may be in your best interests to jump on the video bandwagon. While you’re thinking, “I don’t do anything in front of a camera,” the reality is that you just might need a new video approach to increasing your marketing campaign.

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SEO Video

Why Videos? Why Now?


Of course, if you’re seriously considering using videos as the next outlet for your content, you’re probably quite used to promoting and enhancing your website, text and graphics already. You understand the importance of search engine optimization, and you’re aware that both your technical approach to SEO (HTML, tags, filenames and so on) and your off-page SEO tactics (social media and backlinks) count toward your traffic and conversion rate. You’re well on the way to having a successful website, so why would you have to add in the SEO video approach as well?

Let Them Hear You


Obviously the whole point of making a video is providing both a visual and auditory experience for your audience. You’re hoping to provide some unique graphics, some fun interaction, and most of all a way to increase your visibility across a number of platforms. Videos also involve you talking (or singing, if that’s your thing), and that allows you a certain level of ability to also add in keywords and phrases.

Boosting Content with Keywords


If you’re looking to really maximize your SEO in your videos (as you should be), you can also use a number of other tips and tricks to make sure the search engines stand up and take notice. Consider creating a transcript of your video. If you’re just starting out, this can be helpful as it is like a sitemap of your website, but instead for your video.

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SEO Video

Video Keywords


Much like the other aspects of your SEO campaign, you’re going to need to do a keyword analysis. What’s different about the video side of things is that you may need to do a keyword analysis and corresponding updates to your library or video content more frequently. Videos tend to get pushed to the bottom of the search barrel because people plow through them so quickly. Be prepared to frequently refresh your videos with new titles, including the new keywords you’ve found.

Video Sites vs. Social Media Sites


Once you’ve decided to incorporate video SEO into your online strategy, you’re probably going to be mostly concerned with how you’re going to make the video. Like most people, you probably have zero experience making a video. There’s a variety of tutorials and other resources out there to help with that. However, once you’ve made the video, you have to consider where you want to put the video.

Video Platforms


Anyone who has used Facebook in the past decade knows that they can upload video directly onto their own page. This also works for businesses, who can record a video and upload it to their page that any number of people “Like” and receive updates for. While most people just use this function to share cute videos of their kids eating birthday cake, businesses can use this as a way to directly interact with the people who are already interested in their content.

Keeping Cost Down


Unfortunately, creating and sharing videos is not always the cheapest affair. People prefer videos that are filmed with a great camera, have amazing editing and use great graphics and visuals to drive the point home. It’s easy to get caught up with all the technology and software you can use to create truly beautiful videos, and those things come with a hefty price tag. When you’re starting to increase your video SEO, it’s recommended that you try to keep the price down as much as possible; you don’t want to go into debt just trying to get your website and business off the ground. Here are a couple of tips to make video SEO more affordable:

Why Videos? Why Now?

Of course, if you’re seriously considering using videos as the next outlet for your content, you’re probably quite used to promoting and enhancing your website, text and graphics already. You understand the importance of search engine optimization, and you’re aware that both your technical approach to SEO (HTML, tags, filenames and so on) and your off-page SEO tactics (social media and backlinks) count toward your traffic and conversion rate. You’re well on the way to having a successful website, so why would you have to add in the SEO video approach as well?

As you may well be aware, SEO methods are not permanent. You can analyze your keywords until the proverbial cows come home, but that doesn’t mean a new analysis in one week or one month or one year won’t net different results. You’ve probably already had to update your keywords or filenames multiple times to reflect what Google Analytics has taught you.

Websites are a constant work of art; they’re not stationary. If it is stationary, your website is stagnant; it’s not generating more content, it’s not putting that content out there for search engines to “crawl” and it’s not attracting more visitors and not resulting in more conversions (readers, clients, buyers, etc.). Your SEO approach is based on an ability to adapt as needed. It turns out, adapting to the new SEO video method may just help you attract those conversions you have been working so hard for. If you’ve decided that you’d like to try it out, there are plenty of tips already out there to help you utilize this new tool the best of your abilities.

Let Them Hear You

Obviously the whole point of making a video is providing both a visual and auditory experience for your audience. You’re hoping to provide some unique graphics, some fun interaction, and most of all a way to increase your visibility across a number of platforms. Videos also involve you talking (or singing, if that’s your thing), and that allows you a certain level of ability to also add in keywords and phrases. Using your keywords and keyword phrases will not only show the audience that you’re speaking about what they’re searching for, but it will also show search engines that your content is worth linking to. The more people like, share, subscribe or follow your links will be one more count in a search engine’s algorithms saying, “Yes, this content is relevant to these keywords.” You can add a lot of clicks and “votes” to your content by making sure your video is well-written and well-spoken.

Boosting Content with Keywords

If you’re looking to really maximize your SEO in your videos (as you should be), you can also use a number of other tips and tricks to make sure the search engines stand up and take notice. Consider creating a transcript of your video. If you’re just starting out, this can be helpful as it is like a sitemap of your website, but instead for your video. A sitemap essentially tells a search engine all of the keywords and content in a simple text format that the search engine will use to boost its algorithm; a transcript of your audio works very similarly. The search engine will catalog every time you used a keyword or phrase, and will also have other content to highlight should a user search for something in that ballpark.

You can also use captioning or on-screen text to either caption everything you’re saying, or to highlight keywords and phrases. This is not only an SEO boost but is an excellent way to get more views without a user requiring the ability to hear, whether from impairment or from a desire to not let everyone hear what they’re watching. Using the appropriate keyword tags inside a video file, as well as the captioning, you’ll be at your keyword density recommendations in no time and will have a boost over your competition. Many people just upload a video without understanding the SEO components that can help get them more views. Now you’re one step ahead of the game.

If you find yourself looking for unique ways to drop keywords into your video without making it obvious, you can get creative. Consider the following:

  • Music in the background (with keywords in the lyrics)
  • Character conversations (rather than just you talking to the camera)
  • Showing a scene where characters use keyword phrases or act in scenarios similar to the keywords
  • Logos/ads with keywords or business name displayed somewhere in the video (desk, shelf, screen, etc.)

Video Keywords

Much like the other aspects of your SEO campaign, you’re going to need to do a keyword analysis. What’s different about the video side of things is that you may need to do a keyword analysis and corresponding updates to your library or video content more frequently. Videos tend to get pushed to the bottom of the search barrel because people plow through them so quickly. Be prepared to frequently refresh your videos with new titles, including the new keywords you’ve found.

There are other ways to use your keyword analysis inside your videos as well, which will all help you boost your SEO rankings. If you’re keeping your keyword density to a reasonable level, and always focusing on “white hat” SEO, you’ll be able to attract more traffic not only to your content but attracting more click-throughs to your own website and further content. Make to use your keywords:

  • Inside the video descriptions (particularly useful on social media)
  • Inside the video filename (great for search engine algorithms)
  • Inside the video itself (text and spoken word)

On platforms like Facebook and YouTube, uploading a video allows you quite a bit of space to provide a description. The best advice here: Use the space you’re given. Now, that doesn’t mean to fill it with unnecessary keywords or non-applicable keywords (no, your science fair project video doesn’t need to have “kitten” written in the description multiple times). That just means to provide the best description you can while ensuring that you use your keywords as often as is necessary.

One other important thing to note: make sure you optimize your content for both search engine keywords and video keywords. Using the proper platform (there are many analysis engines on the Internet), you can find the best words in both categories. You don’t want to only be at max video search power and neglect your Google search power in return.

Video Sites vs. Social Media Sites

Once you’ve decided to incorporate video SEO into your online strategy, you’re probably going to be mostly concerned with how you’re going to make the video. Like most people, you probably have zero experience making a video. There’s a variety of tutorials and other resources out there to help with that. However, once you’ve made the video, you have to consider where you want to put the video. Though other sites are out there, the king of video websites is obviously YouTube. There is also Vimeo, which is a slightly different platform with a smaller audience, but with a huge impact on search engines and a video provider’s rankings.

In your SEO campaign, you are more than welcome to use both of these video platforms, but they have their own ups and downs that you should evaluate before you decide which one will be your main focus. For example, YouTube is free and Vimeo is not (at least for businesses). YouTube has millions of viewers a day, and Vimeo has a much smaller audience. However, YouTube is full of advertisements prior to nearly every video that loads. Depending on your subject, you risk rolling an ad for a competitor before the user gets to view your specific content (this happens more than you’d think). YouTube also doesn’t provide many “backlinks” to your own webpage or extra content—it wants to keep the users on YouTube so it rolls new videos nearly instantly after yours finishes and makes it harder to see your video description. Be sure to do your research to find out the basic breakdown of the benefits and downsides of each site.

While it is probably in your best interest to utilize both platforms for your SEO strategy, it may also be helpful to know which one is going to have the most conversions to get people back to your content and your website.

Video Platforms

Anyone who has used Facebook in the past decade knows that they can upload video directly onto their own page. This also works for businesses, who can record a video and upload it to their page that any number of people “Like” and receive updates for. While most people just use this function to share cute videos of their kids eating birthday cake, businesses can use this as a way to directly interact with the people who are already interested in their content. YouTube works similarly to social media in that you can have people who follow or subscribe to your channel, and you can send updates to them each time you post something new. What differs between video sites and social media sites is that video sites are more of a place to “store” your videos and have constant access to them, while social media sites are designed to have a wide range of views and much more short-term boost in SEO.

While social media is a great in terms of sharing content across a wide platform, the reality is that it doesn’t always do a lot for your SEO. Something may even go “viral” across Facebook or Twitter, but if it doesn’t have the proper SEO attachments, like keywords, links or tags, it won’t influence your rankings much in search engines at all. What is best in this scenario is to use video sites as your “storage,” or your video’s home space. From there, you can share your videos (using proper keywords, links to your websites, and tags) across all social media platforms. When people open the video, it will have a link to the video site it was uploaded to, but also will click through to your own website. The more clicks, the higher your ranking in search engines go. There is no denying the impact that social media has; you just have to be smart about it so that you get the maximum benefit each time someone likes or shares your video.

Keeping Cost Down

Unfortunately, creating and sharing videos is not always the cheapest affair. People prefer videos that are filmed with a great camera, have amazing editing and use great graphics and visuals to drive the point home. It’s easy to get caught up with all the technology and software you can use to create truly beautiful videos, and those things come with a hefty price tag. When you’re starting to increase your video SEO, it’s recommended that you try to keep the price down as much as possible; you don’t want to go into debt just trying to get your website and business off the ground. Here are a couple of tips to make video SEO more affordable:

  • Use audio recordings to voice over PowerPoint slides
  • Hire a friend who is familiar with audio/video equipment and editing software
  • Buy used equipment
  • Teach yourself how to self-shoot and edit
  • Really question what you need to buy (you don’t need as much as you think)

Now that you’ve considered almost all there is to consider, it’s time to film that first video! Lights, camera, action!

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