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How to use video for SEO

Digital Marketing

Ok, so you’ve probably heard of the term Search Engine Optimisation, or SEO, a million times before.

As an SEO agency ourselves, we talk about it ALL. THE. TIME.

It’s one of the best ways for businesses to be seen by their target audiences.

But we’ll bet you didn’t know that – if used correctly – video can be a powerful form of content to help your SEO rankings!

In fact, using video is quickly becoming one of the key content assets you should use for an SEO content strategy.

It’s true – using video for SEO is a great way to earn your brand more visibility online.

But like all your other content, without some SEO work, your videos won’t rank as high on Google, YouTube and similar platforms.

And, if no one can find your content, you won’t get any traffic, you won’t get any demand generation, and you won’t get any conversions.

 

How can video do for SEO?

Search engines love videos – as do consumers.

That’s because video is an incredibly versatile type of content that’s easy to digest.

And 92% of marketers now view video as one of their most important kinds of content to create.

Video content is one of the most highly consumed digital media, and Google’s algorithms are prioritising websites that incorporate video content.

Adding videos can contribute to your SEO strategy in many ways.

Aside from increasing visibility on search engine results pages (SERPs), it can also:

  • improve user experience
  • increase click-through rates
  • lower bounce rates
  • create quality backlinks

If done well, videos can increase website conversions.

They can be used on landing pages and product pages to keep visitors engaged and to provide them with more information about products or demonstrate how something works.

A video not only allows visitors to spend more time on your site but can convince them to make a purchase, which is what SEO is all about.

However, visitors won’t stick around for very long if your on-page content isn’t engaging, or if you provide low-quality videos with little or no context.

That’s why you need a good SEO strategy and valuable content, alongside engaging video content.

Here we look at how you can use video to improve your SEO efforts: 

 

Tailor your video content 

Understandably, you want your content to rank well in SERPs, but you must remember that you’re creating videos for humans – who want to learn more about your business – not robots.

When creating a video for SEO purposes, you want it to resonate with your target audience.

If you’re not sure who your audience is, ask yourself who follows you on social media, shops in-store, shares your posts and would genuinely be interested in your video content.

Tailoring your content to viewers and catering to their requirements will help make your SEO more successful.

 

Create educational content

The chances are – depending on the nature of your business – visitors will have questions about your brand, products, services or industry.

A great way to answer their questions is to film a short video.

It will provide them with the answers they need – giving them the confidence to make a purchase and, in turn, help your business to gain credibility from search engines.

Shooting a product demo video for example, is a great way to show off the benefits of a product to a customer viewing it online.

Similarly, explainer videos can be a much more effective ways of getting across complicated information than writing it in a blog.

 

Add SEO keywords to titles and descriptions

Keyword research plays a big part in shaping your SEO strategy and is also crucial when creating a video.

There’s loads of tools out there which can help you to identify which terms rank best (and related keywords) for your video topic, including Google’s Keyword Planner and KWFinder

When writing the title and description for your video, remember to incorporate the main keyword and related keywords.

They should both include language that sparks interest and makes someone want to watch and learn more.

 

Give your videos some context

Publishing a video on a blank page isn’t going to have much impact on your SEO as search engines can’t ‘read’ video content.

You need to embed videos on the relevant pages and surround it with other visual and written content that’s intriguing and valuable to the reader.

Something that gives viewers the impulse to share your video.

Also, include a transcript of your video on the hosting page.

This gives search engines more information about the context of your video – allowing them to index your page and rank you higher.

It’s believed that 80% of website users watch videos whilst 20% prefer text. 

Therefore, combining video and written content allows you to cater to 100% of your audience’s personal preferences.

 

Promote your video content

Like all the other content you create, if you only put it on your website you’re missing a huge opportunity.

There are lots of ways you can increase video views.

For instance, videos have the potential to earn quality backlinks – and reaching out to bloggers and other websites can help you to rank higher, faster if you can convince them to publish your video, and give you a link back to your website.

Social media is another great way to promote your video.

If you look through most feeds, they’re full of text posts or static images.

Not many are using video yet.

By publishing videos to social you can instantly stand out.

Plus, if your audience likes your videos, they’ll share them, increasing your reach further.

Just be careful with posting videos to social.

If you post a link to a video on your own website, LinkedIn and Twitter and the other social media platforms will be less likely to make your video visible than if you post it directly on their platform.

The same goes for YouTube. (You should consider creating a company YouTube channel if you’re serious about using video as part of your SEO content strategy.

The bottom line is; shareable video content will supplement your SEO endeavours and boost traffic to your website, resulting in more conversions.

 

Get started with video for SEO today!

Increasingly more businesses are choosing to use video for SEO, why not join them?

Using our SEO expertise, content marketing experts and talented in house videographer, we can help you create videos (including video script development, planning and editing) that will make you stand out to customers and search engines alike.

Any questions about using video to help your SEO efforts?

Get in touch.

You can either call 01744 747474 or email marketing@paramountdigital.co.uk and we’ll get back to you.

Alternatively, why not schedule a Zoom call and discuss your requirements with one of our experts?

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