Originality wins hands down when generating leads and driving business revenue.
But, before you start thinking about the promotion or distribution of your creative assets, there’s a lot to learn about video content creation as a marketer.
Video + content = two peas in a pod
A recent study from Ascend2 revealed that 60 percent of respondents cited content creation as the most effective tactic for inbound marketing. When asked which inbound tactics are most effective, 59% of respondents cited marketing content creation, with SEO (54%) close behind.
According to the Demand Metric B2B Video Marketing Benchmark and Best Practices Report, video spending has increased among 63 percent of B2B marketers, demonstrating continued adoption of this media-rich content. And 82 percent of marketers who have tried video marketing have found success in reaching their campaign goals.
By following the below insights, you can increase the discoverability of your video content.
1: Sitemap essentials
A Google Video sitemap provides Google with detail about all the videos on your site. By doing this Google directs visitors to your site instead of directing people to YouTube or similar platforms.
A video sitemap is a document that gives Google details of the videos you have on your site so they can index them correctly. If you have videos on your site that are stored on YouTube, Vimeo or another platform, then Google generally will not index them as part of your site. When someone does a search and finds the video they are directed back to where the video is stored, which could be YouTube, rather than to your site. This is not the case if you have a video sitemap.
If you want Google to include your original videos in universal search results, you must make these assets discoverable and as relevant to the keywords as possible.
This includes adding a unique title, meta description, play page URL, thumbnail URL, and a raw video file or player URL.
2: Look before you leap
Think outside the box – upload all content to Vimeo, Brightcove or a similar product – don’t just limit yourself to YouTube. This helps you acquire all organic traffic and limits the lost traffic or potential leads who have historically visited YouTube and then been distracted by another relevant video—or worse, a competitor’s.
While YouTube opens the floodgates for views, uploading your original content there—rather than on your site—will make it harder to drive traffic to your domain and not to another Google-owned property.
For every video someone watches, there is an opportunity to call that person to action or guide them to the next logical step.
Interactive video elements like in-video links, quizzes, surveys, and forms enable you to intercept your viewers at key moments and drive action.
For example, if you create a how-to video for your app, use in-video interactivity to link your viewer directly to the point in your app where they can accomplish what they just learned.
3. Context is key
Optimising videos with a unique title and meta description makes them more visible in search, especially when a sitemap is established—but that’s often not enough. Content marketers must create written content to accompany each clip for it to have a better chance of being found online.
There are numerous ways to support video SEO with original copy. If you’re already writing a blog about the topic, embed the video in that article or use a summary of it on another landing page and link the two together.
Transcribe the interview conversations and publish it under the video clip. Search engines will find this content more relevant, which increases the likelihood of it being served in universal search pages rather than solely in Google Video.
Transcriptions give your viewers the option to “read” a video if they can’t listen at the time, while providing the keyword richness a search engine needs.
Transcriptions are also very useful in creating additional content from your videos. For example, you can use a transcript as the base for a blog post that links back to your video resource site.
It’s clear that original content and video go hand in hand in attracting new business for marketers – you can learn more about creating and submitting a sitemap to strengthen video SEO on the Google Support page.
Do you have any other video SEO content tips to share? Drop them in the comments section below!
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