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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

New Video Page Indexing Report Coming To Google

05/13/2022

A new video page indexing report is coming to Google Search Console, Google announced at Google I/O.

You will now be able to see a report which lists all the video pages found by Google when crawling and indexing your site. The report will be in the index section, under ‘video pages’.

Currently, Google Search Console only reports on videos with regard to structured data. If you upload videos to your site and mark them up with structured data, Search Contoroles lets you check if the data is valid and how many impressions a video received.

You will soon be able to check the indexing status of videos and the landing pages they appear on using Search Console.

Read More: Why You Should Create Video Content

Video Page Indexing Report

With the help of this new feature you will be able to:

  • Find out how many video landing pages Google found and how many videos it indexed;
  • Investigate and see if any videos weren’t indexed and why;
  • Use the URLs of the affected video landing pages to resolve problems and validate the fix before initiating re-crawling the URLs that were affected.
Read More: Do You Need A Video Content Strategy?

Why Is This Important?

With video content becoming more and more popular and valuable, it’s crucial to keep track of its progress. This report will help you discover how important your videos are to Google Search. The indexing reports will help you find indexing issues and help you resolve them.

However, you should keep in mind that regardless of how many videos are on a page, Google only indexes one video per page.

Take a look at the discussion on Twitter.

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Short Videos Overtaking Search

05/06/2022

It seems like Google is favouring Short Videos over Web stories lately. Glen Gabe and Brodie Clark noticed Google showing more short videos on mobile search, so there might be a chance for Short Videos to totally replace the Web stories. This might be a good time for you to think about whether it’s worth investing in those anymore.

Short videos were first introduced in November 2020 and started adding video content not only from YouTube, but Instagram, TikTok, and Facebook videos too.

The concept of web stories has been around since the beginning of 2018, but was originally known as AMP Stories, then Visual Stories, and is now officially named Web stories. Just recently, you could have noticed Web Stories showing for competitive key phrases.

 

Google has been testing the implementation of short videos in SERPs for a while now. They explained that by saying how this clear and concise format is great for satisfying specific queries.

As explained by Google Product Manager Danielle Marshak, who oversees videos in search results, a short video is a video that is less than five minutes long and recorded in a vertical aspect ratio. As long as it doesn’t require an app, but can be accessed through an URL, video content is being crawled into and indexed just like any other content.

And this format, it’s really cool because as I mentioned, it is very concise. You can get a lot of information in a short period of time, and you can also get a lot of different views and perspectives…

So we think this kind of content could be useful for a lot of different types of search queries, and we’ve been experimenting with how to show it to users more often. – she had said before.

Looks like Google wants to make everyone happy by offering different options that should help you get specific information in the format that you like the most. And we’re here for it.

 

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