A recent poll by Nielsen revealed that adults across the globe spend more than 11 hours per day connected to media, with more than half of them watching a video.
(Image Source: 3PlayMedia)
Not only does video content now account for the largest percentage of online traffic, it has become the sole generator of revenue and success for a number of brands across the globe.
Just take TikTok as an example. As a platform existing exclusively on the popularity of video content, it’s no surprise that marketers are looking to take their own video creation one step further in a fierce online industry.
With that in mind, we have put together a guide to bolstering your own video content creation for SEO success in 2023. From optimizing your meta-data to introducing interactivity, stick with us as we delve into the steps behind video-generated site success.
Optimize Your Video Metadata
Your video metadata can help enhance its viability when searched for in a number of ways. Essentially, the metadata of a video works in the same way as a keyword in a blog post. If this metadata is optimized to attract niche searches from your demographic, it’s much more likely to be viewed by your target leads.
One area of search optimization to prioritize is voice search. With over 4.2 million devices on the market now encouraging ‘voice-powered’ searching, business leaders must create content that can be found easily by voice-activated devices.
“It's clear that voice search will continue to grow over the next decade. If your website isn't optimized for voice-activated devices, now is an excellent time to start,” says Co-founder of Optin Monster, Thomas Griffin. “Tech leaders who are prepared to reach their audience across all platforms tend to see more sales, engagement and traffic. The process of developing a voice optimization strategy can be time-consuming, but it’s a marketing effort worth pursuing.”
In order to optimize your content for voice search, ensure that your metadata is clear and concise and contains keywords that a user may voice. Craft titles that appear as questions and write captions in a conversational tone.
Utilizing long-tail keywords is a great way to adapt your video for voice searchers. While text searches tend to be short and sharp, voice-activated browsers tend to speak in phrases.
Interactive Video Elements for Engagement
In a recent study by the Content Marketing Institute, 81% of people claimed that interactive content is most effective in capturing a consumer’s attention online.
In an era of hyper-personalization and tech advances, online users want to feel as if they can engage with a chosen brand in a unique way. If you present them with video content on your site that can also be interacted with and customized, studies show that browsers are much more likely to stick around.
“Personalisation is one piece of the quiz puzzle, but the other piece that is changing how marketers think about content is the concept of interactivity. Interactivity brings the consumer into the experience, and in a world where many digital ads are ignored, having the consumer engaged in the experience is a welcomed result,” says Keith Bendes, VP of Marketing and Strategy at Linqia.
Introducing interactive elements to your videos, such as clickable links, quizzes, and polls, can quickly increase viewer engagement and session duration.
As users stay on site pages for longer, the lack of bounce tells Google that your content is valuable to its searchers. This directly improves your video’s search viability and, in turn, your site’s search viability.
“In today’s world, I believe every brand should be implementing interactive content because the tools are there, ready and waiting to be used,” continues Bendes. “The impact of interactivity is unquestionable, and brands should dive in headfirst.”
Caption Your Videos
Video captioning is also essential if you want your content to show up in a search. As video content becomes more popular, it’s vital that you open up your creations to all searchers with multiple accessibilities.
Did you know that 85% of Facebook videos are watched without sound? Video captioning is not only trending but essential if you want your audience to stay engaged.
Accessibility is also a major site visibility booster. If you create content that is accessible to all online users, you’ll see your SERPS rise as a result.
With 1 in 2 adults over 65 expected to live with hearing loss by 2030, video captions are an important factor to consider, especially if you want your video to be viewed by all demographics.
Lastly, transcribing your videos and adding closed captions is also a great way to boost your site's SEO. Transcribing video content makes it easier for a search engine to crawl your content. Picking up keywords and phrases in text form can help Google position your video at the top of a search.
Don’t Forget Your Video Schema Markup
Last but not least, it’s time to review your schema markup strategy. Including a video schema markup helps a search engine understand the content of your video efficiently.
Defined by Martha van Berkel, the CEO and co-founder of Schema App, “Schema Markup is a standardized vocabulary developed by Google, Yandex, Yahoo, and Bing. As such, these search engines can easily interpret the Structured Data on your page, allowing the algorithms to present users with content that better aligns with their search intent. It also helps search engines be more efficient because their machine learning and algorithms are built to understand the Schema Markup.”
For video content, a schema markup can help display key video details to both the audience and the search engine. From the duration to upload data to rich snippets, schema markup can help your content stand out and attract higher click-through rates. Not only is this an easy way to enhance an SEO campaign, but it showcases the most attractive elements of your content.
While a standard search result can show a user a title and a meta description, schema markups draw a browser to captivating thumbnails and rich snippets, making a link appear more inviting to click on.
(Image Source: Shema App)
With over 32 different types of rich results, you can even classify your video content as an FAQ, local business or even a PR promotion.
A Video-Powered Future
As we step into a new era of digital marketing, it’s no secret that video content will play a key role in online branding moving forward.
While implementing these strategies is a great way to enhance your current video content’s reach, the easiest way to build your search viability is to produce high-quality, high-value video that captures the attention of your industry.
Combining your video creation and SEO strategy is the key to yielding the best results in a content-powered landscape.
Need help with creating enticing video content? Let TechWyse Internet Marketing take the wheel! We are backed by a team of fully trained professionals that is ready to meet and exceed all your needs. We also offer several other digital marketing services, including SEO, PPC, Web Design and more.
To book a consultation, call (416)-410-7090 or contact us here.
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Overall, this is a great article for anyone who wants to learn how to optimize their video content for search engines. It is well-written, informative, and up-to-date with the latest trends and best practices.
I would like to add that it is also important to create video content that is relevant to your target audience. This means understanding their needs and interests, and creating content that will address them. If your video content is relevant and engaging, people are more likely to watch it and share it, which will help to improve your search visibility.
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