There’s no doubt about it; video is one of the online marketing methods of the moment. More to the point, it’s here to stay. Indeed, we’d wager that during the COVID-19 crisis in which you may have spent more time at home than usual, you might well have been watching a lot of online video, on all manner of topics.
So, it should shock no one that brands across pretty much every industry have been producing more and more marketing videos lately.
But it’s one thing to produce a really innovative, relevant and engaging video… and quite another thing to get your target customers to actually view it and respond to it. So, for today’s blog post, we’re looking at a few of the simple search engine optimisation (SEO) tips that could help boost the visibility of your own brand’s videos across the web.
Optimise the titles and descriptions for your videos
Google’s algorithms use the text content attached to videos to better understand them. This, in turn, helps the search giant to present each given video to the right people online – people who are actually likely to find it interesting and useful.
So, whether your own business’s videos are hosted on YouTube or another popular video-sharing platform, you should be paying a lot of attention to the titles and descriptions you use for them.
There isn’t a single failsafe formula for creating a video title and description that will deliver you oodles of relevant traffic. Nonetheless, there are certain widely accepted ‘rules of thumb’ for effectively optimising video text. Those include using the same keywords your target customers use, using text that accurately reflects the content of the video, and being concise and ‘to the point’.
Design and adjust your video’s landing page with SEO in mind
Many brands embed their videos on relevant landing pages on their website. So far, so sensible… but you’d be surprised by how many seemingly ‘obvious’ blunders online business owners make with this aspect of presenting their online videos.
So, be sure to look over the landing page you’ve got ready for your business’s latest video. Is the video, for instance, presented front-and-centre for the viewer – ideally, embedded above the ‘fold’ so that it is visible as soon as the target customer lands on the page? If they’re forced to scroll down just to see your video, don’t be surprised if it doesn’t get many plays.
Make sure, too, that the video is a good match to the supposed theme or subject of the landing page. If, for example, your landing page is specifically about a discount you’re currently offering on a certain product or service of yours, but the embedded video simply discusses your brand in general or your team members, this may not help the page and video to rank highly in the search engines.
Check that the video and landing page both work well on mobile
In recent years, it has become increasingly common for people to watch videos through their smartphones and tablets, rather than necessarily while they’re sat at a desktop computer. And no less importantly, Google has spent the last few years putting an ever-greater emphasis on “mobile-first” indexing. In other words, the search giant no longer predominantly considers a page’s desktop version when deciding where to rank it for relevant searches.
This has major implications for your website’s video marketing SEO, too. At the very least, you need to test out your video landing pages on both desktop and mobile devices, to ensure they look and feel good on both types of device. If they do, they’ll probably also rank well for both desktop and mobile search.
Always remember that impactful and sustainable video SEO in 2021 isn’t about manipulating viewers or ‘playing the system’. Instead, it’s about making your videos more visible to a target audience that will genuinely appreciate them for their helpfulness, relevance and quality.