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Video Marketing Optimization for Beginners

author image Written by: Content Team           Categories - SEO Tips, Video Marketing

Apply These SEO Best Practices to Start Ranking on YouTube

video marketing Video marketing is a great way to make an impression on your audience, and effective use of video has benefits for businesses in practically all verticals. It’s everyone’s dream to be the genius who creates that next viral hit, but what if no one is watching your video? Then what do you do? Just having watchable content isn’t enough. You need to follow many of the same SEO practices that are recommended for regular content marketing, while also adapt them to this specific medium. Do you know the tricky part? It’s that YouTube and Google’s “crawlers” (a generic term for any program used to automatically discover and scan websites by following links from one webpage to another) have yet to figure out how to actually watch and dissect a video. Here are some tips on how to better optimize your videos for improved exposure:

Start with Great Content

As with written content, all the video marketing acrobatics in the world won’t help if the content of your video stinks. Ensure that your content has an effective hook, and enough value and engagement to keep people watching. YouTube is more likely to rank based on watch time—the equivalent of a bounce rate—rather than on total clicks. If your video is clicked on, but not watched, then this is not helping your cause.

Presentation Counts

Write a catchy title—one that’s short, to-the-point, and contains a relevant keyword near the beginning. Most importantly, the title should convey everything it needs to in about seven or eight words, at most. It’s a challenge, but a well-thought-out title can spark interest and help with increased views. Also, when posting your video don’t settle for the automatic thumbnail image—ever. Design a custom thumbnail that catches the eye and that doesn’t catch your subject making an embarrassing face. Trust us on this.

Playing Tag

Like we said, crawlers are unable to watch your video to recognize keywords or discern the topic it relates to, so tagging your video and including appropriate content is more important for SEO purposes than ever. Include suitable keywords in your tags—if they are keywords that produce video results on both Google and YouTube alike, even better.

Get Descriptive

Another way to get around the limitation of the crawlers is by effectively using the video description—treat it like you would a meta description, except where possible, include even more detail. Be sure to include each keyword at least once, as well as relevant information, and links back to your website and social media pages. If you want to go the extra mile, you can transcribe shorter videos in this box, though this can also be done using the closed caption feature.

Calls to Action

A great way to use annotations is as interactive calls-to-action at the end of your video. Remind people to subscribe to your channel (typically your YouTube channel’s primary conversion goal), follow you on social media, visit your website, or more with distinctive calls-to-action urging them to click where you want them to click. If you’re not applying this tried-and-tested SEO tactic in your video marketing strategy, then chances are, you’re missing out on a lot of what video has to offer.

Content Team

Google Confirms That Page Experience Update Is a Ranking Factor

08/06/2021

Google’s John Mueller has offered up some interesting insight into the recent Page Experience Update, revealing that the update, which incorporates core web vitals, is, in fact, a ranking factor and could have more impact than previously thought.

“It is a ranking factor, and it’s more than a tie-breaker, but it also doesn’t replace relevance,” said Mueller on Reddit.

READ MORE: LAUNCHED: Google’s Page Experience Update Begins Rollout


This revelation should come as a bit of a surprise to the SEO community, as Google had previously implied that the Page Experience Update is simply a tie-breaker.

In fact, Google Webmaster Trends Analyst, Gary Illyes, had initially said the Page Experience Update would not be significant, with Mueller adding that it would be a slow rollout that would not be felt very much. Google Public Search Liason, Danny Sullivan, also came out and said that it would not create massive change or have a significant impact when rolled out.

Based on Mueller’s comments this morning, we can now assume that the Page Experience Update lies somewhere between a tie-breaker signal and a very low weight signal.

Here’s Mueller’s full explanation so you can interpret it for yourself:

“Depending on the sites you work on, you might notice it more, or you might notice it less. As an SEO, a part of your role is to take all of the possible optimizations and figure out which ones are worth spending time on. Any SEO tool will spit out 10s or 100s of “recommendations”, most of those are going to be irrelevant to your site’s visibility in search. Finding the items that make sense to work on takes experience.

The other thing to keep in mind with core web vitals is that it’s more than a random ranking factor, it’s also something that affects your site’s usability after it ranks (when people actually visit). If you get more traffic (from other SEO efforts) and your conversion rate is low, that traffic is not going to be as useful as when you have a higher conversion rate (assuming UX/speed affects your conversion rate, which it usually does). CWV is a great way of recognizing and quantifying common user annoyances.”

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Google Offers Insights Into How It Deals With Spam During Podcast

07/07/2021

Less than a week after rolling out part two of its “Spam Update,” Google has provided some insight into how the search engine tackles spam.

 In a recent podcast, Google’s John Mueller, Gary Illyes, Martin Splitt, and Duy Nguyen from the Google search quality team, discussed Google’s methods for ranking search results and preventing and dealing with spam content.

READ MORE: Google Confirms New “Spam” Algorithm Update

An interesting piece of information provided by Nguyen was that Google uses machine learning models to deal with “obvious” spam.

He explained that Google uses a “very effective and comprehensive machine-learning model that basically took care of most of the obvious spam.” This machine learning model enables the Google search quality team to focus on “more important work,” such as hacked spam, online scams, and other issues that machine learning models may not pick up on.

Google’s machine learning models are also constantly working on improving their spam prevention methods when it comes to search by analyzing years’ worth of data.

Insights into How Google Ranks Search Results

Mueller, Illyes, Splitt, and Nguyen also discussed how search rankings work, diving into Google’s methodology.

Here is a summary of what was discussed:

Google’s first step is to compile a shortlist of around 1,000 results for any given query. Google generates this list based on how topical and relevant the query and the content on a particular page is.

From this list, Google will apply ranking signals and factors to come up with an even shorter list. According to Illyes, this part is where “the magic” happens.

Google then “assigns a number and we calculate that number using the signals that we collected during indexing plus the other signals. And then essentially, what you see in the results is a reverse order based on those numbers that we assigned,” said Illyes.

Algorithms that are most commonly used are RankBrain and the HTTPS boost, however, Illyes explained that HTTPS doesn’t have the capability to rearrange search results.

So, there you have it. Are you at all surprised by these insights or have you always had a feeling that this is how Google does things?

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