In last week’s article, I wrote about how a video can become valuable content to improve your website’s SEO. Now, I’m going to talk about why you need to implement SEO on the video itself.
Essentially, the reason you should optimize content for search engines is to help both your audience and the search engine crawl robots understand it better. But other than that, why bother doing it?
Well, these are the reason why you should optimize your videos.
Videos are the most consumed content right now
People are watching videos like crazy. Every day, 50 million people go to YouTube and watch a total of 5 billion videos. With that in mind, saying that your video has a tiny chance to get any views is an understatement. It is very likely that your video will end up without being viewed once.
The problem is, even the smartest crawl bots do not have the ability to watch and understand your video. That means no matter how professionally your video was made, if there are no correct tags, it’s likely to drown among the other millions of videos uploaded in the same day.
Optimizing your video for certain keywords will get your video a much-needed boost, especially if you’re a newcomer.
Increase audience reach
Optimizing your video has an indirect connection to your brand’s reach.
Most video hosting platforms, especially YouTube, can offer you direct SEO benefits in search engine results pages (SERPs).
Google is designed to show you different types of content relevant to your query. This means that within the SERP you’re likely to find video thumbnails mixed in with text links.
Throughout the years, search engines have learned that there are many people who will find a video explanation easier to understand and more helpful than a standard article. This means that if you have optimized your video correctly, you’re likely to get prominent placement on the SERP for the query you are aiming for.
In 2018, getting the first spot on a SERP means more traffic to your video (and thus more reach for your brand). On top of that, it helps you to establish yourself as the go-to expert, I’ll talk more about this in the last point of this article — keep reading.
Increase in ROI
Do not consider video content as a ‘tool’ you must have because everyone else has it. Video content is an investment, and optimizing your video can result in a bigger return on that investment.
Applying SEO to your video means that you are one step closer to getting the most out of your investment.
An Invodo study says that 52% consumers think that watching product videos increases their confidence in online purchase decisions. Essentially, you provide a handful of information that they can use to judge for themselves whether or not they should trust your brand.
If you present this information to as many people as possible, you will get the most out of the money you spent creating the video itself.
Be the key player for a niche
Here’s the thing about people on the Internet: the more they see something being shared around and talked about, the more eager they are to find out more. It’s called fear of missing out (FOMO).
That’s why most online marketers subscribe to Google alert. If you don’t already know, Google alert alerts (duh) you daily/weekly/monthly about notable new content for certain keywords. I, for one, subscribe to alerts for the term ‘explainer video’.
My point is: optimizing your video with the right tags, meta description, and title will get you a premium ticket to Google alert entries.
Now there are two possible outcomes to this:
- You’ll notify your competitors about what you’re making, allowing them to one-up your content.
- You’ll open a mutualism window.
The first outcome is rather negative, if not neutral for your brand. In this case, think of your competitor as that one friend who keeps saying he’s done something a little more awesome than what you just told him. You can ignore them until you actually do something that is far more awesome than this one.
The second outcome is what you’re shooting for by optimizing your video. People who subscribe to an alert for ‘explainer video’ are not always explainer video creators. Some of them come from a shoulder niche like video marketing, online marketing or voice acting.
This is the whole point of appearing in a Google alert. When they see your video in their inbox, watch it and think “oh hey this is good content, I’ll share it with my Twitter followers.” it will start a chain reaction that will not end, at least until the content is no longer relevant. And that’s where SEO-ing your video really pays off.