SEO
The Simple (But Complete) Guide to Video Marketing
We hopped onto the video bandwagon in 2018 and never looked back.
Today, we have more than 300,000 subscribers and 14 million views, and that has led to thousands of new customers.
For a “boring” industry like SEO, I’d like to think that’s pretty impressive.
In this article, we’ll show you how to use video marketing to grow your business.
https://www.youtube.com/watch?v=QCgDIhvFkCM
Video marketing is using videos to promote and educate your target audience. It’s also used to increase brand awareness and social engagement, allowing you to reach new and bigger audiences.
In other words, why is video marketing effective? Why should you do video marketing? Here are a few reasons:
1. Video is accessible
You watch it. I watch it. We all do. Videos are everywhere. Go to any major metropolitan area like New York or London, and you’ll see videos playing on massive billboards.
Not only that, today, you can literally watch them on any device—your smartphone, tablet, PC, TV, and so on.
In fact, in a 2018 study, 85% of U.S. internet users watched online video content every month. (And that’s not even the highest penetration for video content.)
That’s how ubiquitous video is.
2. Video allows you to demonstrate concepts faster and more clearly
Watching a video is an interactive experience. You’re using both your senses of hearing and sight. Viewers can actually see something in action, be it a product or a concept.
Compare that to text-based content. Not only are you limited to just sight, but you also can’t see something in action. You have to imagine it.
For example, one of my hobbies is breakdancing. So let’s say I wanted to learn the windmill and had to learn how to do it from this text-based description:
We’re going to start off by kicking into our backspin. And when we get to this position, we’re going to turn onto our head and my left hand.
I would have given up on my dreams of becoming a Red Bull BC One champion within seconds of starting. But everything will be clear if I watch this video:
https://www.youtube.com/watch?v=swId_MFHywI
3. Video allows you to create a personal connection with viewers
The same interactive elements that make it easy for you to demonstrate concepts also make it easy to create a personal connection with your viewers.
Watching a video—especially a talking head one—can feel as if the speaker is having a conversation with you, even if it has been watched by millions of other people.
Sam Oh, who runs our YouTube channel, is beloved by our subscribers. In fact, because he appears on screen so often, he is regarded as a mentor by many of them:
Creating this effect through text is much, much harder. For example, the Ahrefs blog team has created hundreds of articles. Yet no one has ever called us “mentors.”
Sometimes, people even get our authors confused. They may think that an article written by our Michal Pecánek was written by me instead. This never happens with video, as it is impossible to watch one and confuse Sam with our head of content, Joshua Hardwick, for example.
4. Video allows you to reach audiences on major platforms like YouTube
YouTube has over 2 billion monthly active users. The only way to reach them is to produce videos.
TikTok has over 1 billion monthly active users. The only way to reach them is to produce short videos.
You get my point—there are untapped opportunities in the space, and you lose out if you don’t even try.
We mainly produce tutorial-style videos on our YouTube channel. But it’s not the only type of marketing video you can create. Here are more options you can consider:
1. Product demos
This type of video shows your product in action. It can be done by yourself (e.g., a tour of your software) or done by others (e.g., an influencer unboxing your product).
Here’s an example of a “tutorial-style” video we made that is basically a product demo:
https://www.youtube.com/watch?v=_oU8lclN114
2. Tutorials/how-tos
This type of video teaches your audience how to do something. Here’s an example from our channel where Sam teaches how to scale content creation:
https://www.youtube.com/watch?v=cQmH8LH9p20
3. Brand videos
The purpose of brand videos is to raise awareness around your brand, products, or services. You’ve probably seen plenty—a lot of them are ads on YouTube. Here’s an example from Monday.com:
https://www.youtube.com/watch?v=l‑7awVpecvU
4. Animated videos
As its name suggests, this style of video uses animations to explain something, be it a concept, product, or more. While we don’t do full-fledged animated videos, we do typically utilize animations in our tutorials.
But here’s an example of a fully animated video:
https://www.youtube.com/watch?v=iN6g2mr0p3Q
5. Event videos
This type of video showcases the highlights of an event. It can also feature interesting talks, presentations, or speeches that took place at the event itself.
Here’s an example from the Chiang Mai SEO conference:
https://www.youtube.com/watch?v=qqisePhYD2Q
6. Talks
If you (or anyone in your team) give talks regularly, the speech can be recorded and uploaded as video content too.
GaryVee often does this:
https://www.youtube.com/watch?v=yHHl35TBHQc
7. Entertaining/storytelling videos
Tell a story about your product or make your videos entertaining. Here’s one from ClickUp:
https://www.youtube.com/watch?v=m9JiY0mdfNo
8. Expert interviews
Pick the brains of the experts, thought leaders, and influencers in your industry. Get them to share their knowledge with your audience.
https://www.youtube.com/watch?v=NRr-wdE0RlA
9. Case studies/testimonials
Get your satisfied, loyal customers to share how your product or service helped them with their problems.
https://www.youtube.com/watch?v=o2GB7avRrIE
10. Webinars/livestream
The purpose is to either share knowledge or teach an audience (usually live) how to do something. The video can later be uploaded as a form of video content.
https://www.youtube.com/watch?v=xn2XCFqREbU
Ready to market your business with video? Here’s how to get started.
1. Define your audience
You can’t just create a video and hope that someone will be interested in it. You need to know who should be consuming your content so that you can create content for them.
If you have an existing list of customers, start there. Define who they are, what kind of problems they face, how they found you, and why they choose you over your competitors.
Don’t assume you know the answers. You should actually talk to them. Reach out to your customers and ask if they are OK with jumping on a call with you. Ask them those specific questions and get to know their business. If calls are out of the question, customer surveys work too.
If you don’t have an existing list of customers, then start by thinking of who your product or service serves. Feel free to keep it broader for now.
For example, as providers of SEO software, something like this makes sense for us:
People who want to drive more traffic to their website(s).
It’s somewhat oversimplified, but it can get us started on the right foot and prevent us from creating content around topics that don’t make sense.
2. Define your primary objective
There are three main categories for objectives.
A. Brand awareness
The goal here is to create videos that make people aware of your existence. After watching your videos, your audience should know your brand name and have an idea of what exactly it is you do.
B. Education
The goal here is to create videos that teach your customers how to solve their problems, especially those that your products help with.
This is basically what we do with our channel: We create tutorials on SEO and marketing strategies, then show our viewers how our tools make the processes easier and more effective.
C. Entertainment
This is pretty self-explanatory. If you are subscribed to Netflix or Disney+, you already know what this looks like.
For example, the Red Bull YouTube channel does a great job of creating series and videos around extreme sports, effectively drawing in its target customers.
3. Create the video(s)
Since your audience, goals, and creative process will differ from us (and everyone else), it is almost impossible to tell you exactly what to create or how to create it.
But we can discuss a few subcategories that may guide you in the right direction.
A. Planning the video
Before you begin recording or filming the video, you need to plan it out. Specifically, you need to know the topic you’re creating content about.
This depends entirely on your goal.
If your goal is to create a brand video, ad, or storytelling series, then it’s really up to your creativity and the concept you want to show. There’s no model answer here.
If you’re creating educational content—like what we do—then you can do keyword research to see what kind of topics or questions people are searching for on YouTube.
Here’s how to do it:
- Go to Ahrefs’ Keywords Explorer
- Switch the tab to YouTube
- Enter a relevant keyword or keywords
- Go to the Matching terms report
- Switch the tab to Questions
Here, we can see over 6,700 questions we can potentially create videos about. Look through the list and pick out those that are relevant.
Recommended reading: How to Do YouTube Keyword Research in 3 Easy Steps
B. Video length
The length of your video is usually determined by your primary objective.
For example, a brand awareness video can be as short as 15 seconds and usually won’t exceed a couple of minutes. Educational content is usually anywhere from five to 120 minutes. Our videos are around 7–20 minutes long, while a webinar can be up to an hour.
Entertainment-style videos can also vary in duration. This can range from 10 to 180 minutes, depending on the format.
C. Scripting your video
Unless you’re blessed with incredible improvisation skills like Dave Chappelle, we highly recommend that you script your video.
This will make your video recording smoother, prevent bad speaking habits like “ums” and “ahs,” and so on. The last thing you want to do is to go off on a random tangent or click the wrong link in your screencast and end up losing the attention of your audience.
For educational videos, we’ve found a script format that works well for us:
- Problem – Lead with the problem your video is solving
- Teaser – Show that there’s a solution to the problem without giving it away
- Solution – Teach how to solve the problem
For brand and entertaining videos, again, there’s no fixed way of doing things. It’s up to how you want to tell your story. If you’re stuck, I recommend watching this video from YouTuber Casey Neistat on his process of filmmaking:
https://www.youtube.com/watch?v=nLSUrTxquyE&ab_channel=CaseyNeistat
D. Recording the video
I asked Sam about a few aspects of the video-making process. Here are his tips:
Location
Sam recommends choosing a location where you can control the environment, specifically the amount of echo and light.
An example is to not film right beside a window because the changing amount of sunlight can affect how your videos look.
Sam records most of his videos at home:
Whereas our very own Tim Soulo and Rebekah Bek record their videos in the Ahrefs office:
Camera
You can start with any modern-day smartphone. If you’re looking for something more “advanced,” you can’t go wrong with a DSLR camera.
Teleprompter
According to Wikipedia, a teleprompter is a display device that prompts the person who is speaking with an electronic visual text of a speech or script.
Use it if you’re scripting your videos.
Audio
In Sam’s opinion, this is even more important than the camera equipment you’re using.
While this depends on the type of videos you’re recording, here are Sam’s suggestions based on using a DSLR:
- Shotgun mic – Good if the subject is in one place (i.e., a “talking head” video)
- Lavalier mic – Works well if you have multiple subjects or you’re moving around a lot
Lighting
Some people prefer natural lighting, but Sam finds it hard to control. He recommends a key light and a fill light.
Learn how to set up lighting for your YouTube videos here:
https://www.youtube.com/watch?v=IXe3rEWrDVg
Soundproofing
When recording, you’ll want to prevent additional or random sounds from affecting your video quality.
For example, you can use furniture to dampen the sound. Sam uses two rugs and a couch; others may use thick moving blankets.
If you have the budget, you may even opt for foam or acoustic panels.
E. Editing the video
Once you’re done with all the recording, it’s time to edit the video. Watch this video to learn how we edit our videos for high engagement:
https://www.youtube.com/watch?v=j5EOWffq-gk&ab_channel=Ahrefs
Making videos does not come naturally to everyone. There are many people who feel awkward in front of the camera. But these roadblocks can be overcome.
Here are some common struggles and how to overcome them:
1. I’m not good in front of the camera
Watch our videos, and Sam may look like a complete natural in front of the camera. But that only came after years of practice. And still, Sam feels awkward when he has to record.
Don’t feel like you have to be “natural” or get it right the first time. The “trick” to making videos is actually in the editing.
B‑rolls like screencasts, animations, and text screens help to take the attention off Sam while creating a better educational experience.
Another way to combat the jitters is to use the teleprompter. This helps you deliver information without worrying about going off on various tangents.
2. I don’t have equipment or the budget to buy it
You already have one of the most powerful cameras with you. It’s right in your pocket, and it’s called your smartphone.
In fact, there have been tons of movies made just from phone filmography. You’re overthinking it if you think your smartphone isn’t good enough.
Plus, when we first started our YouTube channel in 2015, Tim, our chief marketing officer, recorded all his tutorials on a GoPro. No fancy cameras, no microphones, and no backdrops—but our channel grew from 0 to 2,600 subscribers in five months.
3. English is not my first language/I have a strong accent
Tim is Ukrainian. English is not his first language. In fact, Tim was worried about this in the beginning and even asked GaryVee how to overcome it.
Watch GaryVee’s advice to Tim on accents:
https://www.youtube.com/watch?v=N8CiFPwLOIs&t=303s&ab_channel=GaryVee
Don’t publish your video and wait for someone to discover it. Actively promote it to your target audience.
Here are some video promotion tactics you can use:
1. Rank your videos on YouTube and/or Google
One of the best ways to promote your video is to have it rank on YouTube and Google. For as long as your video ranks, you’ll be able to get views continuously over the long term.
To do this, you need to target video topics people are searching for.
We’ve already shown you how to find these topics for YouTube, so let’s look at how to find these topics for Google.
To rank your video on Google, you need to find topics that have “video intent.” That means that when someone is searching on Google, they will prefer to watch a video about the subject than read something.
Here’s how you find these topics:
- Go to Ahrefs’ Content Explorer
- Run this search
site:youtube.com inurl:watch title:topic - Sort the results by Page traffic
For example, “Beginners Eye Makeup Tutorial” gets around an estimated 15,500 clicks from organic search every month. If you have a beauty channel, it may be worth creating a video on this topic.
Once you have a list of topics, watch this to learn how to create a video that’ll rank:
https://www.youtube.com/watch?v=NY3y0V9UDwM
2. Embed your videos on your blog or landing pages
In the past year alone, our YouTube videos got around 275,000 views from our website:
This is because we embed our videos almost everywhere—on relevant blog posts, landing pages, and even our homepage:
Embedding your videos can also help you win a spot in the “Videos” tab on Google:
The easiest way to begin is to use common sense. If you have a blog post and a video on the same topic, then simply embed the video in that post.
Another option is to look for high-traffic pages that can drive views to your YouTube videos:
- Go to Ahrefs’ Site Explorer
- Enter your domain
- Go to the Top pages report
3. Share it with your audience
If you have an existing audience, then you should share your newly published videos with them. This is what we do every time we publish a video.
For example, we share it on Twitter, LinkedIn, and Facebook:
Doordash’s $41M / Month Landing Page Review 💰
In our latest video, @samsgoh does a teardown of the food delivery giant’s million-dollar page. Plus, learn practical takeaways to apply to your site:https://t.co/yK5tJ5pR5k
— Ahrefs (@ahrefs) March 10, 2022
We also share it in Ahrefs’ Digest, our weekly newsletter:
4. Repurpose your videos
Making a video is hard, hard work. So don’t let it end by just hitting the “publish” button. Make your content go the extra mile by repurposing it.
For example, you can turn your video script into a blog post. We do this often at Ahrefs. In fact, this blog post you’re reading was originally a script (with some additions) from one of our videos. We’ve also done this for other videos too—this post was originally a video.
You can also turn your video into multiple shorter videos. With YouTube Shorts, this can be done quite easily. Just hit “Clip” on any of your videos:
You can then take this short video and repost it on TikTok, Instagram, Facebook, Twitter, and so on.
If you’ve created a bunch of videos, you can consider repackaging them into a course. This is exactly what we’ve done with our “Best of AhrefsTV” course:
Finally, if your video is an expert interview or a presentation, you can extract the audio and turn it into a podcast. Many popular podcasters have done this, including Tim Ferriss (YouTube channel/podcast), Peter Attia (YouTub channel/podcast), and more.
Recommended reading: The Complete Guide to Content Repurposing
5. Create “sequels” that keep people hooked
Leave people wanting more by creating a connected series of videos. At the end of your first video, hook them in by leaving some things unsaid and get them to follow your series (or even your channel, if it’s on YouTube).
For example, we did a case study on building links to a statistics page. Rather than give away the entire process in a long video—which people may not watch—we decided to create a series:
Then, at the end of each video, we left a call to action (CTA) to tell people to subscribe so they won’t miss out on the next video:
6. Run ads
If you have the budget, the best way to get more views for your videos is to pay for them. And you can do that using YouTube ads.
Here are some tips from Sam to get your ads running:
If you create YT tutorials that feature your product, consider spending 💰 on ads. Doesn’t have to be a lot. In July, we spent 154.62 SGD (~112.75 USD) for 174.8 hours of watch time (10,488 minutes).
That’s $0.01/min or $0.65/hour. Name a cheaper medium for relevant/focused attn
— Sam Oh (@samsgoh) August 16, 2020
Here are some examples of businesses succeeding with video marketing.
1. Ahrefs
I’ve already discussed a lot about our channel, videos, and results. We’ve used video marketing with great success and have acquired thousands of customers.
Number of people who have signed up for Ahrefs and indicated that they found us via YouTube.
The strategies and tactics that I’ve talked about in this post are from our experience. If you want to hear from the horse’s mouth, aka Sam, then listen to this podcast that he did on the Growth Marketing Today show.
2. Slidebean
Slidebean is a pitch deck design platform for startups and small businesses. Its YouTube channel covers topics related to startups.
I actually reached out to Caya, Slidebean’s CEO, two years ago to ask about the platform’s YouTube strategy. From what he told me, the strategy was twofold:
- A recurring video series about startups that targeted startup-related keywords.
- A series called “Company Forensics” focused on targeting topics higher up the marketing funnel and, therefore, generating brand awareness.
3. ClickUp
Unlike both Slidebean and us, ClickUp has taken an approach that is more creative. Rather than produce educational content, ClickUp has decided to go for the entertainment angle. Its videos, especially those targeting remote workers returning to the office, are like comedy skits designed for virality.
And it’s working because its videos get millions of views:
https://www.youtube.com/watch?v=olMlR9Mf0I0&ab_channel=ClickUp
This approach is interesting, but it may not be for everyone. ClickUp’s videos seem relatively high-budget, and the main purpose is likely to raise awareness of its brand.
Its space is extremely competitive, with entrenched brands like Monday.com, Asana, Trello, and so on. So this strategy works in the sense that it puts ClickUp’s brand in the minds of its target customers.
Final thoughts
I hope this guide has served as a good primer for understanding and executing video marketing. It should be a decent foundation for learning more about the topic.
Did I miss out on anything important about video marketing? Let me know on Twitter.
SEO
Google Declares It The “Gemini Era” As Revenue Grows 15%
Alphabet Inc., Google’s parent company, announced its first quarter 2024 financial results today.
While Google reported double-digit growth in key revenue areas, the focus was on its AI developments, dubbed the “Gemini era” by CEO Sundar Pichai.
The Numbers: 15% Revenue Growth, Operating Margins Expand
Alphabet reported Q1 revenues of $80.5 billion, a 15% increase year-over-year, exceeding Wall Street’s projections.
Net income was $23.7 billion, with diluted earnings per share of $1.89. Operating margins expanded to 32%, up from 25% in the prior year.
Ruth Porat, Alphabet’s President and CFO, stated:
“Our strong financial results reflect revenue strength across the company and ongoing efforts to durably reengineer our cost base.”
Google’s core advertising units, such as Search and YouTube, drove growth. Google advertising revenues hit $61.7 billion for the quarter.
The Cloud division also maintained momentum, with revenues of $9.6 billion, up 28% year-over-year.
Pichai highlighted that YouTube and Cloud are expected to exit 2024 at a combined $100 billion annual revenue run rate.
Generative AI Integration in Search
Google experimented with AI-powered features in Search Labs before recently introducing AI overviews into the main search results page.
Regarding the gradual rollout, Pichai states:
“We are being measured in how we do this, focusing on areas where gen AI can improve the Search experience, while also prioritizing traffic to websites and merchants.”
Pichai reports that Google’s generative AI features have answered over a billion queries already:
“We’ve already served billions of queries with our generative AI features. It’s enabling people to access new information, to ask questions in new ways, and to ask more complex questions.”
Google reports increased Search usage and user satisfaction among those interacting with the new AI overview results.
The company also highlighted its “Circle to Search” feature on Android, which allows users to circle objects on their screen or in videos to get instant AI-powered answers via Google Lens.
Reorganizing For The “Gemini Era”
As part of the AI roadmap, Alphabet is consolidating all teams building AI models under the Google DeepMind umbrella.
Pichai revealed that, through hardware and software improvements, the company has reduced machine costs associated with its generative AI search results by 80% over the past year.
He states:
“Our data centers are some of the most high-performing, secure, reliable and efficient in the world. We’ve developed new AI models and algorithms that are more than one hundred times more efficient than they were 18 months ago.
How Will Google Make Money With AI?
Alphabet sees opportunities to monetize AI through its advertising products, Cloud offerings, and subscription services.
Google is integrating Gemini into ad products like Performance Max. The company’s Cloud division is bringing “the best of Google AI” to enterprise customers worldwide.
Google One, the company’s subscription service, surpassed 100 million paid subscribers in Q1 and introduced a new premium plan featuring advanced generative AI capabilities powered by Gemini models.
Future Outlook
Pichai outlined six key advantages positioning Alphabet to lead the “next wave of AI innovation”:
- Research leadership in AI breakthroughs like the multimodal Gemini model
- Robust AI infrastructure and custom TPU chips
- Integrating generative AI into Search to enhance the user experience
- A global product footprint reaching billions
- Streamlined teams and improved execution velocity
- Multiple revenue streams to monetize AI through advertising and cloud
With upcoming events like Google I/O and Google Marketing Live, the company is expected to share further updates on its AI initiatives and product roadmap.
Featured Image: Sergei Elagin/Shutterstock
SEO
brightonSEO Live Blog
Hello everyone. It’s April again, so I’m back in Brighton for another two days of Being the introvert I am, my idea of fun isn’t hanging around our booth all day explaining we’ve run out of t-shirts (seriously, you need to be fast if you want swag!). So I decided to do something useful and live-blog the event instead.
Follow below for talk takeaways and (very) mildly humorous commentary. sun, sea, and SEO!
SEO
Google Further Postpones Third-Party Cookie Deprecation In Chrome
Google has again delayed its plan to phase out third-party cookies in the Chrome web browser. The latest postponement comes after ongoing challenges in reconciling feedback from industry stakeholders and regulators.
The announcement was made in Google and the UK’s Competition and Markets Authority (CMA) joint quarterly report on the Privacy Sandbox initiative, scheduled for release on April 26.
Chrome’s Third-Party Cookie Phaseout Pushed To 2025
Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.
Instead, the tech giant aims to begin deprecating third-party cookies in Chrome “starting early next year,” assuming an agreement can be reached with the CMA and the UK’s Information Commissioner’s Office (ICO).
The statement reads:
“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence, including results from industry tests, which the CMA has asked market participants to provide by the end of June.”
Continued Engagement With Regulators
Google reiterated its commitment to “engaging closely with the CMA and ICO” throughout the process and hopes to conclude discussions this year.
This marks the third delay to Google’s plan to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout before pushing it back to late 2024.
The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.
Transition Period & Impact
In January, Chrome began restricting third-party cookie access for 1% of users globally. This percentage was expected to gradually increase until 100% of users were covered by Q3 2024.
However, the latest delay gives websites and services more time to migrate away from third-party cookie dependencies through Google’s limited “deprecation trials” program.
The trials offer temporary cookie access extensions until December 27, 2024, for non-advertising use cases that can demonstrate direct user impact and functional breakage.
While easing the transition, the trials have strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.
Google states the program aims to address functional issues rather than relieve general data collection inconveniences.
Publisher & Advertiser Implications
The repeated delays highlight the potential disruption for digital publishers and advertisers relying on third-party cookie tracking.
Industry groups have raised concerns that restricting cross-site tracking could push websites toward more opaque privacy-invasive practices.
However, privacy advocates view the phaseout as crucial in preventing covert user profiling across the web.
With the latest postponement, all parties have more time to prepare for the eventual loss of third-party cookies and adopt Google’s proposed Privacy Sandbox APIs as replacements.
Featured Image: Novikov Aleksey/Shutterstock
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