Video is becoming an increasingly prominent part of the internet, and it's been proven that we remember images and videos much more than plain text.
Video conversion rates are staggering and, in many cases, outperform regular text and graphic content. Think about it — when pages load faster, people stay longer.
An Overview of Video SEO
Video Search Engine Optimization (VSEO) is optimizing your video content so search engines, social media platforms, and other digital services can find it. This is an integral part of any online marketing strategy because it helps you reach more viewers and increase conversions.
It's important to note that video SEO is not just about making sure Google can crawl your videos; it's about ensuring viewers can find them easily when searching for specific terms or phrases related to your business or industry.
Creation of Videos
More than 80% of people who watch a video will remember what they watched and stay convinced by the content. Videos aren't just a great way to provide search engine optimization benefits like rankings and inbound links to your site. They also increase brand loyalty.
When it comes to video SEO, there are three main types of videos:
Explainer videos – They are usually used for new products or services or to explain the benefits of your product or service.
Reviews – These can be reviews of existing products or services or other companies selling similar products or services.
Customer testimonials – They help build trust between your brand and potential customers, as they can show how other people have benefited from your product or service.
Video SEO for Ecommerce Websites
Here's how to create video content that will help your e-commerce site rank in search results:
Curate a Video Strategy
The first step is to create a video strategy for your website. This means setting goals and determining what content you want to produce (e.g., product demos, how-to's, testimonials).
If you already have some ideas, great! If not, try brainstorming by considering the videos that benefit your customers the most. Once you've got an idea of what type of videos you want to make, it's time to start planning how they'll fit into your marketing strategy.
For example, if you're an e-commerce store selling home goods, creating an instructional video on replacing a light fixture or repairing a leaky sink faucet could be helpful. In this case, your audience would be DIYers who want to save money by doing it themselves instead of hiring a professional plumber or electrician.
Determine Your Audience and Goals
This step requires research and analysis; there are many ways to do this, depending on your available time or how much money you're willing to spend. Some businesses use surveys, while others use social media analytics tools.
The key here is understanding your buyer personas so that you can create content that resonates with consumers at various stages of their buying journey.
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Conduct Keyword Research
Creating a successful video SEO strategy requires extensive keyword research. This step aims to find keywords that will drive traffic to your website, leading to sales.
There are several tools, such as ahref or semrush, that you can use to find relevant keywords. Keyword research is an ongoing process that should be done every time you create a new video. If your business has multiple locations and products, each location and product must have its keyword list.
For example, if you run an online store selling women's clothing, your target audience might search for "lace dresses" or "maternity dresses." The more relevant your video content is to the keywords they use, the higher it will rank on Search Results Pages (SERPs) — meaning more traffic from people actively looking for what you offer!
Video Optimization
Video is a great way to engage with your customers and increase conversion rates. Unsurprisingly, we see more and more retailers using video in their marketing strategies.
But with so many outlets competing for attention, it can be hard to stand out. That's where video optimization comes in. By optimizing your videos for search engines, you can ensure they'll be found by the right people when they're looking for products like yours.
Here's how to optimize your videos so they get found by shoppers searching on YouTube, Google, and Bing:
Provide a Title, Description, and Keywords
When you upload your video, you should add metadata (including a title, description, and keywords) to help search engines understand your content. This can be done through the YouTube interface or by using third-party tools.
The more relevant the metadata, the better — but don't go overboard with keyword stuffing. Add annotations to explain more about the product or service being showcased in each video and include links back to related pages on your website (e.g., "For more information, visit our website at [website URL]").
Use File Names and Tags That are SEO Friendly
To ensure that search engines can find your videos quickly, ensure each file name matches the video's title exactly. For example, if your video is titled "How to Cook Salmon," each file name should also start with "How to Cook Salmon" as well.
This also helps users find their favorite videos faster because they'll know exactly what they're looking for when searching for a particular title or tag.
Add visually appealing thumbnails
Create an eye-catching thumbnail that shows the main topic of your e-commerce website and include keywords related to this topic as well. The thumbnail is one of the most critical elements of any video. It's usually displayed next to each video on YouTube or Facebook when someone clicks on it from their newsfeed or search results page. It's also displayed in Google's search results whenever someone searches for something related to your video title or description.
For example, if you are making a video about wedding dresses, include phrases like "bridal wear fashion trends 2019" or "bridal wear fashion trends 2020" in the image file name so that people know the crux of the video.
Video Promotion
Video promotion involves sharing your content with relevant audiences on social media platforms, video-hosting websites, and elsewhere online. This can be done through various methods, including posting on Facebook, Twitter, Google+, YouTube, and other networks; creating a blog post or infographic around the video; and embedding the video into a website or blog post. You could also get free Pinterest traffic to your video by creating pins and linking directly to your new video.
Video promotion can be done in a variety of ways, including:
Video advertising on social media platforms like Facebook, Twitter, and LinkedIn
On-page video embeds on your website
Including videos in email marketing campaigns
Using email drip campaigns to drive traffic back to your video content on YouTube or Vimeo
Wrapping Up
Give your viewers something informative and valuable in your videos rather than just a sales pitch.
Add captions if you're working with videos in other languages as well, and use your site analytics to determine which videos receive the most views so you know where to devote your resources.
The key is to avoid creating video content for the sake of having video content; instead, have a purpose for the videos on your website.
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