Posts tagged video

12 video SEO tips to help improve your search rankings

Video content has skyrocketed over the past few years, and therefore it’s time to examine how adding SEO to your videos can impact rankings.

Video is everywhere and this is both a blessing and a curse, especially if you’re trying to stand out from the rest of the crowd at the top of search engine results pages. So consider the following video SEO tips to help put you ahead of the competition…

1) Add value

As common as it may sound, your content should be relevant to your audience, adding value that will convince the users to dedicate the right time to watch your video. The more quality videos, the bigger the chances to serve as an authority, build a trusting relationship with your audience and increase the conversions.

2) Host video to your own domain

If you are creating video content to improve the ranking of your site, then you need to host the video to your own domain, in order to ensure that search engines don’t direct the traffic to another site.

Let’s say for example that you prefer to upload the video on YouTube and add a link back to your site in the description. This may be a good idea if you’re trying to expand your reach, but in terms of SEO, search engines will crawl the Youtube video first, rather than your site.

Moreover, it may be a good idea to create a new page for each video, as Google mentions that this makes the indexing easier.

3) Create interactive content

How about adding the necessary interactive elements to your videos to activate the viewers? Whether it’s the actual content, an annotation, or the caption, there are many ways that you can “gamify” a video to make it more interactive and engaging, helping grab the users’ attention.

You can even split the video into shorter clips, allowing your viewers to pick which one they prefer to watch, a strategy which has been implemented in many successful campaigns.

4) Create relevant metadata

Your video should provide the necessary details to help search engines index it and according to Google, the title, the description and the thumbnail are the most important pieces of information.

Metadata offers more details about the video title, the description, the length of the video and its file name.

Video title has to be short and concise, while the description may provide more details and keywords, boosting the ranking of your content.

Last but not least, make sure the file name of your video is relevant, instead of a generic one like “video415.mph”, as this is another way to describe your content for search engines.

Here’s more advice on how to optimise video for YouTube.

5) Optimise with keywords

Keyword research may also occur in video SEO and it may help you discover the most relevant content for your target audience. Is there a particular keyword, or phrase that could lead to better results? What’s the best way to describe your video?

Feel free to experiment with different keywords and always remember to create descriptive, but also legible content, helping both your audience, but also the search engines.

6) Focus on the thumbnail

The video’s thumbnail is among the first things that users will notice and it might affect their decision whether they’ll actually click on the video.

video SEO

How about picking a thumbnail that is clear and relevant to the content of your video?

7) Make “shareable” content

It’s not just about creating an interactive video, it’s also about producing content that your audience will appreciate.

“Shareable” content is unique, creative and adds value for its target audience, making the sharing easier and the reach bigger.

It’s the quality of your content that will make your video stand out from the rest, and a clear call-to-action may also affect your site’s authority, with new links and mentions.

8) Add a video transcript

A full video transcript is the written version of your video and it can be very useful if it also includes the right use of keywords, helping search engines learn more about your content.

You can either include a transcript to the audio portion of your video, or you may also add it to the description box, along with the HTML of the page. This not only helps search engines to discover your content, but also the readers who may prefer an overview of your video.

9) Create a video sitemap

A video sitemap provides all the necessary data about your video’s content and it provides the details the search engines need to get a clearer picture of its context.

video sitemap

A video’s sitemap is another way to present the video’s title, description, subject, duration and it may even provide more specific details, like an indication of the country restrictions, any expiration dates, platform restrictions or live streams.

It serves as an extension to your site’s general sitemap and although it may often be overlooked in video SEO, it is an important step to help your video’s ranking.

10) Repurpose video

There are many ways to use an existing video and this may extend its “lifespan” and its reach.

For example, you may create a 10-minute video on your site, offering tips about video SEO. Your goal is to push this page to the rankings and increase the awareness and the traffic to your site.

Instead of simply promoting the particular page, which you should do anyway, you may also upload a preview of this video to your Facebook page for example, leading your audience to your site for more details.

Moreover, you can create an infographic, a slideshow, or shorter videos, all leading to the main source of content: your site.

It is a great opportunity to reach a wider audience and promote your main content, helping them discover your page in the most interesting and relevant way.

11) Allow embedding of your video

If users want to embed your video to their site, or their blog, it means that they like it enough to include it on their page. This is already a win for your content and it may lead to a boosted page ranking on SERPs.

Thus, make it easy for your audience to embed your video, as you’re earning more inbound links to help your SEO efforts.

12) Share on social media

Don’t be afraid to promote your content as much as possible to all the relevant channels, as this is the best way to spread word about it and reach the right audience.

This may lead to more viewers, new links, bigger traffic and of course, better positioning on SERPs.

Feel free to reach the right people that may find your content interesting, or even to use your network to promote it accordingly. Even paid promotion may be useful, if you think that this can contribute to your goals.

Social authority cannot be overlooked and in fact, it may be a great way to boost your video’s SEO efforts.

Takeaway

There are numerous ways to apply search optimisation for your video content, but it all comes down to quality once again, as the starting point for your strategy.

It’s the actual content that will grab the audience’s attention and its optimisation can ensure that you are rewarded for your dedication with a higher position on SERPs.

Once you are creating relevant content of high quality, then it’s time to start applying the above tips to get your message noticed, both by users and search engines.

View full post on Search Engine Watch

What are the biggest video marketing trends of 2016?

Video marketing certainly isn’t new, but the growing need for visual content across distribution channels has turned it into one of the biggest trends of 2016.

Hyperfine media has created a useful infographic highlighting the individual trends within video marketing, and here is my analysis of each of them.

Branded video content

It is predicted that video will account for 69% of all internet traffic by 2017. For brands, video content is a powerful way to:

  • introduce themselves
  • spread their message
  • promote a product
  • increase their reach
  • boost engagement
  • explain their service

Facebook, YouTube and Snapchat are the most popular social platforms for video content, and brands can benefit from each of them, depending on their target audience, their goals and their strategy.

Facebook

Native Facebook videos are favoured in Newsfeeds, and it’s no surprise that there has been an 3.6x increase in video content between 2014 and 2015. Brands are exploring how useful videos can be in their Facebook marketing strategy and Buzzfeed’s Tasty channel is the best example to showcase the power of video content.

Tasty started as a standalone Facebook page with short videos featuring easy recipes and it now counts 65 million likes, while it has also spread to more specific pages, adding an even wider audience to Buzzfeed’s reach.

tasty2

Moreover, Facebook introduced 360 video, which opens the path to further opportunities of appealing video content. National Geographic was among the pages to try it out.

National Geographic Facebook 360

YouTube

YouTube counts more than a billion users and has seen its average viewing session rise to 40 minutes, which is 50% more from 2014.

Jamie Oliver’s FoodTube is among the most successful YouTube channels with its use of storytelling, counting 2 million subscribers who eagerly await every new video.

food tube 1

Snapchat

Snapchat currently counts 10 billion views daily from dedicated users who catch up with the latest creative (and ephemeral) content.

Many brands have already started experimenting with Snapchat’s unique appeal and vertical video seems to be effective on its own, as it leads to a more engaging experience.

snapchat2

Landing page videos and product videos

Many ecommerce pages have discovered how effective video can be, either in a landing page, or in the promotion of a product.

Screen Shot 2016-07-25 at 13.44.14

It has been observed that video can increase conversions up to 80%, while 88% of visitors will stay longer on a site that showcases the right video.

Video content can be found in the “About Us” section of a page, as a way to introduce the company to customers, which has proven to be very successful for Zappos and its famous company culture.

zappos video

What’s more, many ecommerce sites feature videos in the product pages, in order to allow customers to get a complete idea of the product, as ASOS does with the catwalk for its clothing.

This leads to an improved trust and confidence among customers who feel that a video is a more realistic representation of the actual product.

asos product video

Use of GIFs on social channels

GIFs are very useful in a content marketing strategy and they’re handy for sharing shorter versions or teasers of longer-form video content.

Screen Shot 2016-07-25 at 13.44.21

GIFs have been used by brands mostly on social media and email marketing and they can form part of a brand’s promotion, customer service or even the company culture.

Many brands have included GIFs as reactions when dealing with customers on Twitter, while Tumblr may be the ideal medium for a brand to become creative and Disney certainly knows how to use its content, which makes it the most popular brand on the platform.

gif disney

Storytelling via live streaming

Live video is a very interesting video trend that no brand can ignore and Facebook’s decision to join the game of live streaming made it more competitive.

It has been observed that people spend 3x more time watching Facebook Live videos compared to ‘normal’ videos. 

Snapchat has also focused on live streaming, curating the best videos into relevant stories, giving everyone an insight of the world at any moment. Discover may be popular, but Live Stories also attract 10 to 20 million viewers every day, which proves the opportunities they may offer to branded content.

Periscope is another interesting platform to explore live streaming and it has already established its presence in storytelling, as more and more users (and brands) take advantage of its broadcasting services.

There is an estimated 15% of brands using Periscope, while its recent announcement of replay highlights and tweet embeds create more opportunities for branded content, whether it’s a sneak peak, live coverage of an event, or a press conference.

Screen Shot 2016-07-25 at 13.44.37

Videos in email marketing

The use of video content in email marketing has proven to be very effective, leading to a 50% increase in CTR, but also a 35% increase in customer loyalty.

Screen Shot 2016-07-25 at 13.45.08

It’s even more interesting that recipients prefer seeing the word ‘video’ in subject lines, which leads to an increased open rate of 19%.

A brand may use video content in an email for:

  • promotion of a product
  • brand awareness
  • explanatory content (“how to”)
  • customers’ testimonials
  • detailed view of the product

Training courses seem to make the most effective types of video content, with product demos being the second most effective choice, while brand image messages do not seem to be very effective, at least not in the way some brands want them to be.

Screen Shot 2016-07-25 at 13.45.13

This article was originally published in longer form on our sister website ClickZ.

View full post on Search Engine Watch

RW video interview: GE FirstBuild’s microfactory team

firstbuild-microfactory

GE’s Justin Brown and Taylor Dawson came by and spoke to us about why company’s appliance team started the FirstBuild maker community, how platforms can bring community and product builders together to accelerate development, and how IoT represents the promise of gaining benefits from technology as it connects to people.

Why would GE Appliances start FirstBuild?

Ideas take a long time to become products, but GE Appliances wanted to make the design and production ramp less daunting so young developers and engineers can create exciting new products.

See also: RW Video Interview — Monisha Perkash, founder of Lumo Bodytech

So it launched FirstBuild, a microfactory based on the University of Louisville campus, to give engineers the chance at prototyping ideas using state of the art machinery and a community of helpers.

Instead of the normal way of building and selling a product, the GE team wanted their own internal engineering groups to build their ideas alongside a community of “makers” that will help fix, refine, and improve the product.

Building the right maker partnerships

To do this, it has partnered with MakerBot and TechShop, two of the big names in the maker’s movement, to provide even more chances at being successful.

MakerBot and its parent company Stratasys will supply the FirstBuild microfactory with 3D printers and other machinery to prototype ideas without spending thousands, and TechShop has challenged its members to provide input, engineering advice, and tools to help projects succeed.

FirstBuild is calling for engineers to show their ideas off at its microfactory, which has 37,000 square feet, enough for 200 projects. Community director Justin Berger claims the concept is “taking off” with 20 people coming into the factory everyday to check out the machines and make ideas reality.

For engineers that want to win some money, FirstBuild has a competition that it runs regularly. Winners receive $2,500 and the microfactory builds the product and sells it in low-volume to test markets, with the opportunity to expand production if it sells quickly.

Two ideas have already made it through the competition, a micro-kitchen and indoor grill. And just last month, they had a winner for their “Cold Brew Coffee Challenge.” Nick Allen’s awesome looking Prisma Cold Brew Coffee Maker took home the win, and Justin and Taylor brought it to the ReadWrite offices so we could check it out.

We write and edit on deadlines, so we’re coffee people. Big, big coffee people. And this cold brew rocked. We look forward to more products out of the microfactory.

 

 

The post RW video interview: GE FirstBuild’s microfactory team appeared first on ReadWrite.

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