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Rank Higher and Capture Leads with Video SEO

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Rank Higher and Capture Leads with Video SEO

Rank Higher and Capture Leads with Video SEO

Search engine optimization is becoming incredibly challenging and unpredictable. As search engines are integrating generative AI and learning to surface more diverse results, creating a strategy to rank your pages in the top 5 takes a lot of trial and error.

Video marketing is almost equally challenging. Gone are the days when you had to invest in professional equipment and hire an editor to be able to create a video. These days anyone can create great videos at home and edit them using affordable software. The competition is insane.

So where is the opportunity here?

It’s in combining these two marketing channels.

Let me explain:

  • Videos rank incredibly well in Google (they have their own sections in search results, so you are not competing with giants)
  • Not many video marketers are optimizing their videos for organic Google search, so it is actually doable.

Video opportunities we are targeting here

Videos are very search-friendly if you optimize them the right way. In this post, we’re going to look at the ways you can optimize your videos on the top networks, YouTube and Vimeo, for increased search rankings and views.

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When it comes to organic search, there are two distinct opportunities we are targeting here:

  • Video rich snippets (these are usually earned when you embed your Youtube code on your page)
  • Video carousels (or video packs): These are separate sections within organic search results, and they are pretty easy to capture. All you need is a traditional SEO.
1699084564 686 Rank Higher and Capture Leads with Video SEO1699084564 686 Rank Higher and Capture Leads with Video SEO

Here is how to best optimize your videos on YouTube and Vimeo for better search rankings and increased views.

Titles

The title is one of the primary elements of optimizing your video for search as it is equivalent to the SEO title for the video page on YouTube and Vimeo. Therefore, the standard rules apply.

Keep it under 65 – 70 characters, including the main keywords you want it to rank for, and make it appealing for visitors to encourage more views. Think of your video title just like the headline for your blog posts – eye-catching and SEO-friendly! Keyword stuffing is not advised. Using ChatGPT to brainstorm better video titles is a great idea.

If you are using videos as a way to boost your personal reputation or the reputation of your business, be sure to include your brand name.

Descriptions

The description of your video is important for a couple of reasons. For starters, the first 160 characters count as the meta description for your video page on YouTube and Vimeo. While meta descriptions don’t necessarily help with rankings, they do come up in search results in both the major search engines and the networks’ own search results.

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The descriptions also come up as a snippet when you share the video on Facebook and other social networks. This makes the description highly valuable for encouraging views.

As an added bonus, you can include links to your website in the video description. You just need to try to include your links earlier on in your description as most of the description gets cut off at a certain length on both YouTube and Vimeo, and visitors will need to click on the See More / Read More to see them if they are past that point.

Transcription

Is it important to say your primary keywords, name, and business name in a video? It just might be. YouTube automatically transcribes your videos. This means they can make search results for videos more accurate by indexing the video content itself.

On a side note, if you’re curious about any verbal ticks you might have while speaking during a video (like using a lot of um’s), they will be more noticeable in the interactive transcript.

Thumbnails

Take advantage of the ability to choose a thumbnail for both YouTube and Vimeo videos. A good thumbnail could encourage a view the same way a bad one could discourage a view, especially when your video is jumbled in with others in search results.

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Embedding

If you want to increase your video views, allow your videos to be embedded. Better yet, add a Creative Commons license to them in the Advanced Settings on both YouTube and Vimeo. This will encourage more people to share them, and potentially increase the links to them as well. It is a good idea to use Youtube gallery plugins on your site to showcase your video content on your site.

Channel optimization

Many people will click on your channel to check out who is the video is coming from. So make sure it is optimized for those user journeys:

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  • Complete the about section of the channel
  • Add your links
  • Set up the “Welcome” video
  • Add a Youtube channel header image
  • Set up a channel @username so that it’s is easier to type. This tool is great for coming up with memorable names.

Pinterest

Take advantage of Pinterest for more than just image sharing. Pin your videos in order to increase traffic and views from Pinterest to your video content. As an added bonus, Pinterest will give you a link back to both the video and your YouTube / Vimeo channel.

Videos pinned from YouTube will automatically start playing when someone clicks on your pin. Videos from Vimeo will be pinned as the thumbnail image with the ability to click through to the video.

Analytics

Want to know what is working (or not) with your YouTube and Vimeo videos? Be sure to use the video insights to find out where your video has been linked or embedded, the keywords that drove traffic to your video, and much more.

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Create a sales journey from each of your videos

Once your video starts generating views and interactions, you want those viewers to go to your site and engage with your sales funnel. So keep that in mind when creating and uploading your videos to Youtube or Vimeo:

  • Mention your product or service in the video content
  • Use end cards with your contact details and QR codes to direct people to your site. Using IVR technology will help you funnel these calls better, that’s what we were doing.
  • Include important links in the video description (and invite your viewers to check the description below the video to click the links)

Make sure to use URL parameters to segment traffic from Youtube and Vimeo. This way you can clearly see the source of each lead and personalize your follow-ups. Using CRM solutions will make segmenting your traffic easier.

Using the strategy above, we were able to create a powerful traffic generation strategy in which video was the second most effective channel for us!

1699084564 344 Rank Higher and Capture Leads with Video SEO1699084564 344 Rank Higher and Capture Leads with Video SEO

Snowball effect

Videos with a lot of views tend to rank higher than others. Therefore, part of your optimization strategy should be focused on getting more views of your videos. Promote your videos just like you would your blog content. Share them on social networks, include a link to them in your email newsletter, create a blog post around them, or even create a page on your website devoted to all of your videos.

The more views you receive, the better your video will rank in search results within the video networks. As you receive more views, you will receive more shares, embeds, and links back to your video from other websites. Thus, the video’s ranking in main search engines will increase as well.

So as soon as your videos start generating clicks from Google, they will start ranking better on Youtube as well, so you will have more and more visibility for your video content.

This strategy will work even better if you collaborate with Youtube influencers to publish your videos to their channels in the form of interviews or podcasts. This way Youtube will learn to associate your name and content with popular Youtube creators, so your videos will show up in more recommended videos. Hari Ravi is a great example of implementing this strategy well.

Inexpensive Ways to Make Videos

Excited about the possibilities of creating videos, but not sure how to get started? Here are some quick ideas of ways to create a video without having to spend a lot on professional recording hardware or software.

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  • Host and record live videos on Youtube, Facebook, or Instagram. Gain extra views by inviting industry experts for regular panel discussions to capitalize on searches for their names.
  • Record interviews on Skype or Zoom.
  • Use Screenflow or Camtasia to record screencasts and tutorials.
  • Use tools like VideoScribe to create animated videos.
  • Ask customers to make quick testimonials at your business, at conferences, or other places you interact with them.

Ready to take your content marketing to the next level? Then video marketing combined with organic search optimization is the answer.


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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