Video search engine optimisation, also known as VSEO, is one type of search engine optimisation strategy that is still being used.
Many people have realised that getting a website visible on search engines for the long term isn’t just about building links. Over time, high-quality content will attract links naturally.
Video content is being adopted by many brands as part of their online marketing strategies, but most of the time, they don’t prioritise it.
They often choose to create other types of content, such as images, written content, infographics etc.
When used correctly Video can positively impact your overall SEO strategies and increase organic search traffic.
Your Video SEO Goals
Producing video content seems like an excellent idea, but it must compliment your overall SEO strategy and generate a return on investment.
If you don’t define your goals early on, the video will end up costing you a lot of money, and it will be money that could have been spent better elsewhere.
It is a common mistake to fail to define goals in the internet world.
As with all actions, you need a clear goal. Who is the target audience? What is the purpose and intention behind what you are doing? Is there an outcome you’re looking to achieve?
Many get blinded by the idea that they don’t need to think about critical aspects like whether they want their activity to increase conversions, increase high-quality traffic, or provide off-page search benefits.
It’s no different with video content. It’s important to know what you want out of it.
Let’s break down some key points when it comes to Video SEO.
Get Social & Gain Links
If it’s done well, a video can be used to generate a lot of links for a website. And not just a few links. In some cases, I am talking about hundreds or thousands of links.
People are not sharing any old rubbish anymore. As we know Google is there to serve a purpose, and this is all to do with user intent.
To get the success you’re looking for it would be best if you thought about who you’re sharing the video with and who you want to link to it.
Your video must have something to say to the viewer.
It can make them laugh, educate them, shock them, or even a combination of these.
When you can create a strong enough emotional reaction, others will want to share it in the form of Social Media, on their website and linking back to you.
The job of SEO isn’t necessarily to just increase click-through rates, organic traffic and rankings but to increase online sales as well.
The process of attracting more visitors to a website and then improving it so that more of them convert into paying customers is a two-part process.
It is possible to increase conversions on just about any website with video SEO content and integrate this into your digital marketing plan.
More brands use videos on landing pages and other pages of their websites to keep visitors engaged and eventually convince them to buy something. Ensure you have thought about relevant keywords and add an optimised video title and description.
One way to increase conversions with video is to use rich snippets, and the other is to put a video on a landing page.
Video SEO on Landing Pages
If you want a visitor to stay on your site, and provide a good user experience, you have to impress them and get them to engage with what you have to offer.
A marketing video can help make your landing page more effective.
People are so used to engaging with rich media content online that text content often doesn’t keep them interested anymore. Video gives content dimension and brings ideas and concepts to life.
Retailers use product videos as the most common way to increase their website conversion rate.
Hundreds and thousands of retailers use product videos, and it’s easy to see why.
More than half of consumers say watching product videos makes them feel more confident about making a purchase.
Some businesses are service-oriented and don’t have a product to sell on their website.
With explainer/introductory videos about your service, you can increase conversions.
If a video can explain or introduce a business effectively and engagingly, then that’s what it’s about!
There has been a significant increase in the use of rich snippets and video snippets in Google search results.
Clicking through to your website will offer information about the video embedded on the page, which will let the person know that a video is waiting for them if they click.
To help you stand out from the other search results on that page, having rich snippets can assist with achieving this and will increase traffic to your website.
You’ll be able to show the length and custom thumbnail of your video.
If you want to maximise conversions, you need the video thumbnail to stand out and show what it’s about.
There is a huge opportunity for businesses who are willing to get creative with video content and add this as a search engine marketing tactic.
One important consideration is quality when it comes to online video content, just as it is for other forms of content.
People think creating a high-quality, awesome video is expensive, but it’s usually not.
Remember to define your goals clearly and start small. From there you can better understand the direction your business is going in and how you can tap into Video SEO to help make that happen.
Doreen Brown from Let’s Get Visible has 9 plus years of experience working with small to medium businesses using ethical & evidence-based Digital Marketing and SEO strategies. She also has a podcast and online academy to further support businesses with their visibility needs.