SEO requires a careful balance of experimenting and creative thinking. But where does video fit into a successful SEO strategy? Marcus Miller, SEO consultant at Bowler Hat, shares some insights into making the most of your video content.
Search is everywhere now, it’s absolutely everywhere, so if your customer’s journey starts potentially on a search engine - be that via a smart phone or a tablet or a PC - then if you’re not thinking about search and how your business is presented in search then potentially you’re invisible and people will never find you.
A video in itself is an opportunity to get more exposure within search. Where Google provides a page of results, if there are no video results there’s a good opportunity that if you create an answer to that question and your answer is a video then it can almost piggyback some of the other listings that are possibly more authoritative because Google likes to provide variety. It has to come back to: what are our goals? What are we trying to achieve? What questions are our potential customers asking?
If we have a video on a specific topic we can place it on YouTube, we can place it on Vimeo, we can place it on lots of third party sites so we not only have the chance of that video ranking or being returned on a page on your domain, we have the chance of actually, again, using other authoritative sites like YouTube to get your content in front of people.
Quality is always a factor in content, without a doubt. If you create a bad video, nobody will watch it, link to it, share it. If you create a good video a really great authoritative answer to a question then people will share it, they will link to it and the popularity of that video will grow. This is what provides the signals to Google that this is a good video and that this is something they should prioritise in their search results. So it’s not that the specific quality of a video is something Google can look at and understand, it’s everything that surrounds that that provides the signals to Google.
To get the maximum benefit out of your video content, essentially you want to ensure that you place it onto all of the relevant platforms, you know YouTube, Vimeo, you wanna ensure that you get the nuts and bolts optimisation of video done so it’s well-titled, get the basics right you know and that will give you 90% of the benefit.