video seo and video marketing
Marketing Video Marketing

Video SEO: How Your Content Improves Visibility

In the past few years, the prevalence of SEO and video content in the digital world has grown at an astounding pace. For each new algorithm change or new hosting platform that appears, a hundred and one new opportunities become available—only to change a few days later with the latest update or service. These are cycles which serve to both support and confuse marketers, often in equal measure, as they try to keep up. But perhaps instead of trying to keep up with separate changes to SEO and content marketing, marketers can take advantage of hybrid tactics, like video SEO, to stay ahead of the marketing curve.

This is one of many suggestions to be gleaned from Ascend2’s latest study released this past week. Produced in conjunction with Vidyard, this latest study examines obstacles and strategies impacting video content today. But what the study reveals extends beyond just video marketing, into broader concepts and insights for digital marketers.

Seeing Is Believing

It should be intuitive to connect video content with brand visibility. Videos are, after all, an inherently visual media. But beyond this, video is also an inherently shareable media, frequently performing with higher engagement and improved ROI compared to other content. Indeed, this was reflected by many of the respondents from the study. When asked what the most important objective for video marketing was, 45 percent of respondents reported “Increased online engagement,” only trailing behind the top objectives of “Improve customer education” and “Increase brand awareness” by 1 percent.

A new study reveals that marketers would do well to learn how to leverage their content for video seo and broader brand visibility. Here

However, a disconnect arises when considering the primary obstacles were reported later. The top spots were taken by the usual suspects: lack of budget, content, or strategy. In fact, inadequate video SEO was reported only as a primary barrier for about 14 percent of the polled respondents. Good video marketing and SEO may not fix your budgetary issues, but for brands with the capacity to overlook monetary constraints, an effective hybrid strategy of video and SEO can help alleviate both content and strategy issues.

Views and Visibility as a Marketing Gateway

The key here lies in marketers primary objectives when approaching video, specifically in how they measure success. Improved customer education and brand awareness can both hinge on views. Really, the primary difference between these objectives comes down to the content of the video itself. Ultimately, the result is the same: the more people who see a video, the more likely they are to understand or be aware of a brand. So in many instances, video marketing then stops at the YouTube account, so long as the view counter continues to rise.

However, by treating video content as a tool rather than a goal in and of itself, marketers will find loads of new opportunities open up—particularly where SEO is concerned. Here are a few methods to consider:

  • Dual Hosting: When you host a video on a platform like YouTube or Vimeo and then embed those videos on your site, it effectively halves the ability of search engines to return your content. Hosting video content on both your website and a video hosting platform, however, allows you to take advantage of the social aspects of the video hosting platform while also reaping the universal search benefits of hosting it on your website. You can even use your YouTube purely as a discovery tool by posting previews instead of full content and then pointing viewers to a homepage or landing page.
  • Tag Landing Pages: While landing pages remain primarily focused on some kind of conversion, they can still provide wider benefits for your page if you optimize them with tools like Facebook’s OpenGraph tags or microdata in addition to regular metadata practices.
  • Simplify Guest Content and Backlinking: Video hosting platforms give video marketing pros all sorts of tools for restraining embeds, so use this to your advantage! Allowing anyone to embed your content can improve visibility; alternatively, you can restrict embeds and then offer your video content as a form of “guest posting” to improve your backlinking network.

Ultimately, video content presents enormous opportunities for marketers, so long as they’re willing to look past the immediate reward of views. Video content is a tool, and one that can prove particularly effective in a number of different funnels, so long as it isn’t the end goal of the funnel itself.

Beyond video SEO, marketers can also add other tactics, like polls for gathering audience data or incorporating ads to drive revenue, to widen video’s value beyond even SEO—it all just comes down to understanding that improved visibility and engagement is most useful when directed toward your primary marketing goals and not just a YouTube channel.

Interested in other ways of using content to promote your overall marketing strategy? Check out this free webinar on content amplification.