Video is everything in 2018. In fact, nearly 52% of marketers rate video content as giving them their highest ROI.
Why is video marketing so effective? Well, it’s cheap to produce nowadays (just need an internet connection and webcam), it reaches the audience quickly, and videos can rank well in search engines.
Yes, you heard it right. Videos can improve your SEO.
So the question is, how can your business leverage video to improve its SEO strategy? Well here are some of the top ways it can…
Ranking on YouTube Means Ranking on Google
YouTube is the second largest search engine around—sorry Bing—and that means there are plenty of opportunities to reach new audiences and drive traffic.
Nearly 5 billion videos are watched on YouTube every day, so there’s no shortage of people looking for content.
The way you can tap into this user base is by producing video content targeting specific keywords, and posting new videos consistently.
Once a few videos gain traction, you’ll start seeing them show up in Google searches around your targeted keywords. Even though Google no longer shows tons of YouTube results on their search results pages, your video might still show up if it closely addresses the search query.
This leads us to another component of ranking videos. Embedding.
Embedding into Blog Posts
Who’s to say you shouldn’t try ranking in both YouTube and Google? By targeting the two biggest search engines, you’re giving your content an even better shot at driving traffic.
But let’s take it a step further…
Let’s embed our YouTube videos into our long-form blog posts, in order to better illustrate what our post is about.
Embedding videos is not only a great way to improve your page’s search rankings—because Google likes to see images and videos in web content—it also allows you to streamline your content creation.
For example, if you’re creating informational products in the pets niche, you’re probably writing long, how-to style posts about dog training and so forth. This process can be very time-consuming.
Instead, you can record a YouTube video in far less time, then hire a writer to simply transcribe it so you can post the content to your blog.
All you have to do is make sure to use your targeted keywords while speaking on video, then you have a chance of ranking both on YouTube and Google.
If you’re more of a video person than a writer, this strategy is recommended for you.
It’s no secret that link building is still important for an SEO strategy. It’s also not a secret that link building requires having shareable content to link.
Video content is great for link acquisition, especially when it’s embedded in a blog post. Using a tool like Buzzstream, NinjaOutreach, or Pitchbox, you can reach out to people who will share your video, but they’ll do so by using your blog link.
Giving out a link to your blog post will help drive traffic to your site, giving you the backlink, while also giving you video views and subscribers on YouTube.
Answering Long-Tail Questions
Long-tail keywords are the new goldmine for SEO. With the rise of voice search and Google’s aim for more intent-based searches, longer keyword phrases are drawing more targeted searches and more qualified traffic.
Many of these long-tail keywords are questions, and they can be addressed through video content that answers these questions.
Videos like “How to Setup a WordPress Blog” are extremely popular for this reason. They address popular questions through helpful videos, while also ranking for those keywords.
The viral component of video still exists. If you can create something extremely shareable across social media, you’ll never go hungry. Your SEO campaign will become victorious very quickly!
Take the case of Dollar Shave Club—as chronicled in this very helpful Kissmetrics article on video content marketing.
Back in 2012, while still a young company, Dollar Shave Club released one of the most viral commercials in YouTube memory. Surely you’ve seen this before…
Within a few days, the video started accruing a massive amount of views. Not only did the company’s YouTube channel explode, but news publications were beginning to link from their articles to Dollar Shave Club’s website.
Pretty soon, Dollar Shave Club had loads of high-quality backlinks pointing to their domain. They were bathing in all the free, organic traffic they could ever want.
Now before you discount the idea of viral videos for your own brand, understand that it doesn’t have to go that viral in order to give you a spike in traffic. In fact, many niches won’t have the consumer base to generate millions of views. And that’s OK!
It’s all about performing the right outreach efforts to get your content seen. Press releases are a great way to gain this exposure. Even Dollar Shave Club used one, despite their content taking off naturally.
Another way to get your video content out there fast would be to hold a live Q & A where you answer questions from viewers around a particular subject area. Ideally, you’d pick a subject that has a nice long-tail keyword you could rank for.
Follow Your Strengths
When it comes down to deciding which content medium to use—video or written—you have to go with the one you enjoy the most.
Do you enjoy being on camera? And most importantly, can you speak on camera? If so, then video content is probably right for you. If you’re a skilled writer who doesn’t particularly enjoy making videos, focus on written content.
There are only so many hours in the day. The idea is to choose one platform you really enjoy, and keep hammering away at it—day after day after day after day.
This kind of repetition is the best way you can win at SEO over the long haul. Of course, if you have a team who’s good at creating both video AND written content, then you can consider yourself a lucky human being.