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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’s December Helpful Content Update Confirmed

12/08/2022

Guess what? Google has officially confirmed that the December 2022 Google Helpful Content Update is rolling out. This will be the second launch of this system is getting since its start this past summer. Google started the system update on December 5th but waited until December 6th to announce that it was in the rollout process.

The Specs

The first rollout of Google’s helpful content system was only hitting low-quality content in English. Well that’s changed now since this system update is looking at all languages and weeding out the good from the bad across the board. Another notable feature of this system update is the new signals added.

Google’s list of search ranking systems has been updated with the most recent information about the helpful content system. Remember, this system is designed to single out low-quality content that isn’t written for users first. Sure, ranking on Google is important but writing content for people first is key to having good content. A computer won’t tell you if something is boring to read, but a real person sure will.

Read More: Google Helpful Content Update Still Rolling Out

Google says that the helpful content update will “tackle content that seems to have been primarily created for ranking well in search engines.” While Search Engine Roundtable reports “if you are writing content to drive search engine visibility and traffic, you might be hit by this type of update, and non-English sites are no longer safe from this update.”

How The Last Update Went

Around September 9th, SEOs and users alike started noticing fluctuation and believed that it was attributed to the first rollout of the helpful content update. But after a couple days, it was noted that this could not be the cause for changes in ranking. Barry Schwartz says “I believe a good percentage of that 20% are confused and misattributing the changes they see to the wrong thing – i.e. it is not the helpful content update.”

Basically, everyone thought that the first system update was going to shake things up but in reality it didn’t. So the question remains, will this system supersede expectations or will it flop?

Read More: Google To Target Sites Creating SEO Content?

Your Helpful Content Reference Guide

The good news is that Google has another treated for users alongside this system update. Since the launch, they’ve updated their Helpful Content Update Document.

As we’ve heard from Google in the past few months, the reference is going to be less to update and more to system. So that type of language use has been updated alongside details like its global rollout in all languages. You can check it out on Google Search Central for the full low down.

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Google’s December 2022 Helpful Content Update

12/07/2022

Google’s got an early Christmas gift for users, an update to help user generated content!

This is the latest in a string of updates since the system last rollout in September.

The goal of Google’s helpful content approach is to promote websites made with users in mind rather than search engines. It strives to elevate information that enhances the web above what is generally offered otherwise, reports Search Engine Journal.

What’s The Google Helpful Content System?

As the internet becomes increasingly saturated with content, it can be hard to know what’s worth reading and what isn’t. Google is now using sitewide signals to target websites that contain high amounts of low-quality content.

Read More: Helpful Content Update Might Get Stronger?   

By low quality, we mean content that is not helpful. What Google means is that these websites will be penalized in terms of ranking and visibility. Nor is the content helpful for real people reading.

How The Rollout Is Going

So far the rollout has only been in progress for a couple of days. This helpful content system started rolling out on December 5th and is expected to rollout over the coming weeks.

Here is what Google announced on Twitter about the helpful content’s rollout.

Read More: Google Helpful Content Update Still Rolling Out

What To Do If Your Impacted By This System Update?

You might not notice any impacts just yet but as the helpful content system update continues, theres a chance you might see some impacts. Google has included a set of actions you can take to make sure your site doesn’t experience severe hits.

Here’s their list of questions that you can ask yourself:

  • Do you have an audience that will find your content useful?
  • Does your content show first-hand expertise and a depth of knowledge?
  • Does your site have a primary purpose or focus?
  • Will a person leave your website feeling they’ve learned enough about a topic you wrote about?
  • Will someone reading your content leave feeling like they’ve had a satisfying experience?
  • Are you keeping in mind our guidance for core updates and for product reviews?

Look out in the following weeks for hits to your site or improvements in content written for users first.

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