Video Marketing: How to Optimise Your Video for SEO

One of the fundamental principles of getting your video marketing campaigns right is to optimise your content to perform well in organic search.

This blog post will explain how to get your content primed and ready to rank well on search engines.

What is Video SEO?

Video SEO is the process of optimising your video content for search engines. It’s very similar to regular SEO strategies, but there are a few differences you should be aware of.

High-quality video campaigns focus on the use of keywords, similarly to standard SEO, but these may not necessarily be what people are directly searching on Google.

In a video context, keywords could be topics in your video that people may be broadly interested in.

Video Marketing - Keywords

Ultimately, keywords help business owners and digital marketing teams understand what type of video ads and content they should be producing for their target audience.

Tips for Creating SEO-Friendly Videos

1.    Keep Your Video Short

It is crucial to keep your video concise and relevant, as this will improve the number of views and likely lead to increased clicks.

If you have complex services that would potentially take longer than a couple of minutes to explain, consider producing multiple shorter videos focusing on specific topics.

2.    Create a Compelling Title

To get your video to rank higher on Google, you need to create a title that is both descriptive and relevant.

Make sure you use a relevant keyword in your video title, as well as keywords in the meta description. Creating a compelling meta title and description will encourage clicks as this is what’ll be seen on SERPs when people search.

3.    Create a Relevant Landing Page

Remember that you need to have a relevant landing page (with well-written, relevant copy) to add context to your video.

This means you want to make sure all of the following elements are in place on your video’s landing page:

  • Purpose of the landing page
  • Relevance to the search query or keyword(s)
  • Relevance to the title, description and tags of your video

4.    Use the Right Video Thumbnail Images

Creating a bespoke thumbnail is best. Make sure your thumbnail image is relevant to the content of the video, rather than one that distracts viewers and takes away from the video’s messaging or purpose.

5.    Make the Video Relevant and Engaging

Your first priority should be making your content relevant and appealing to your audience. Nobody wants to watch a video about the benefits of professional sales training if they’re looking for information about booking a holiday.

If you’re creating educational video content, consider who will be watching it. That way, when planning the content for video production, you can ensure you’ve covered all bases and included the most relevant points in your script.

If you need advice on the types of video production and supporting video ads we can provide, speak to us here at Ginger Digital. Depending on your objectives, sometimes on-site video production and filming services may be a better option whereas you may find that whiteboard animation videos may be better suited for your audience.

6.    Include Video Captions

If you’re not already including video transcripts or captions on your videos, you should consider adding them. It’s important for people with hearing difficulties to be able to view and digest your content.

Furthermore, video captions also help with SEO and accessibility, particularly if relevant keywords and search terms are addressed in the script, which is then transcribed and thus reachable for search engine crawlers.

7.    Choose the Right Hosting Platform

Choosing the right hosting platform is extremely important and can be difficult if you don’t know what you’re looking for.

Video Marketing - Vimeo Hosting

First and foremost, you should choose a hosting platform that supports video. From then, you need to consider your goals. For example, if you’re more focused on generating brand awareness, hosting your video on YouTube might make sense. However, an alternative hosting platform like Vimeo may be better if you want to drive traffic to your site, as on YouTube, many viewers will instinctively watch via (and stay on) the YouTube platform. Vimeo is very flexible and versatile as a video hosting platform, allowing businesses can feed high-quality videos easily to their website.

Help from an Experienced Video Advertising Agency

Video marketing is a great way to drive traffic to your website because people are likelier to watch a video than to read text. You can use video campaigns to achieve many business goals, and optimising your content for organic searches is an incredibly effective strategy.

You can even take this further and create paid social media advertising campaigns to support your videos and expand your reach.

At Ginger Digital, we help create bespoke social media marketing campaigns, including Instagram and Facebook ads, LinkedIn ads, Twitter ads, YouTube ads to use on related videos, and even standard Google Ads PPC campaigns.

If you’d like a free video marketing strategy review with one of our team, please call us here at Ginger Digital. We’d be happy to help.

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