Why? Because video content is not as ubiquitous as articles, meaning that it’s also not as competitive. In SEO, video marketing is the real deal, yet it’s still underutilized.
Marketers are so focused on blog posts and infographics to boost their Google ranking, they forget that video marketing exists, even though videos will make up 82% of all consumer internet traffic by 2022. In addition to that is the rapid development of YouTube, cementing video marketing as the future of digital marketing.
With that being said, just by solely creating videos won’t take you places, you also need to work on the correct strategies. In this article, we’ll talk about the step-by-step process of creating and using video marketing to boost your SEO.
Pick a Suitable Topic
Not all topics will be suitable for video marketingㅡ some things will be more appealing in a visual format, while others are better as written articles. For instance, take a look at these following titles and figure out which is better as a video and which is better as a blog post:
- 10 tips on how to write a novel
- How to do a backflip with your bicycle
Of course, a long-tail article about how to do a backflip with your bicycle is less appealing than a video about it. But, a video about how to write novels wouldn’t do as good, and the Google algorithm understands this.
If we type “how to do a backflip with your bicycle” on Google, a video will appear at the top of the results page:
In a nutshell, picking the right topic for your video content is crucial because, with the right title and keywords, your video has a chance to rank first on Google.
Create the Video
After deciding what kind of video you want to create, the next step is to create the video. Depending on your budget and expertise, you can either create it by yourself using video making tools, or you can hire a professional video agency.
If you plan to do it by yourself, you need to assemble a team to pull it off. Making animated video requires less manpower because you only need animator, editor, and voice actor. But, creating a live-action video is a whole different ball game.
Upload to Video Sharing Platforms
After your video is ready, upload it to video sharing websites like YouTube and Vimeo. On YouTube, your video has a chance to reach millions of people, as it is now the second biggest website in the world with 1 billion hours of videos being watched every single day.
What’s more important is the fact that since Google owns YouTube, it seems that they prioritize YouTube videos more on the search engine results (if the video is relevant to the search query like the example above).
Embed the Video on Your Site
Not only boosting your overall searchability, having a video on your site is proven to make visitors spend 88% more time and increase your click-through rates, conversion, and revenue. Follow these easy steps to embed a video from YouTube to your site:
- Create a YouTube account and upload your video.
- Open the video, click Share, then click Embed.
- Click Show More, then you’ll get a link.
- Copy the link and paste it in your web page.
Embedding a video from YouTube is one of the easiest ways to put a video on your site. However, there are pros and cons to this method, as some people prefer to directly embed the video without using YouTube. Learn more about other methods to embed a video here.
Optimize the Video Descriptions
No matter how good the content of your video is, Google can’t read it without the help of titles and video descriptions. Make sure that your title and description contain targeted and relevant keywords based on the content to help the audience find your video easier. Also, put exciting images as the thumbnail to get people to click on the video.