Exploring video SEO options to promote traffic, engagement, conversions, and create more useful content.
Most people think of being found on YouTube when they think about building a video strategy. And for good reason: the platform is used by billions of people every month.
“I don’t think my product or service is a suitable fit for YouTube,” the usual counter-argument follows. However, video creation and promotion go far beyond YouTube discoverability.
Videos may improve the quality of your material, make your product easier to understand, and increase the credibility and relatability of your business. Furthermore, videos continue to show on Page 1 of Google’s search results for an expanding number of inquiries.
A well-thought-out video strategy can also aid your overall SEO efforts. This is how it’s done.
Video SEO – A Better Understanding Of Your Consumers’ Buying Journeys
You can utilize video keyword research to learn which queries your target audience employs while searching for videos.
Knowing how your target audience looks for relevant videos can help you obtain a better understanding of their purchasing journeys, problems they’re trying to solve, and tasks they’re trying to complete.
When we turn to video content, we tend to look for instructive or entertaining material, but we may also be able to identify content opportunities that organically solve the consumers’ demands better in video format: how-to films, product demos, comparisons, and so on.
Both of these stages of the purchasing process should always be included in a smart marketing strategy.
How Are Youtube Suggestions Meant To Be Educational?
When comparing Google and YouTube auto suggestions, it’s clear that YouTube search caters to a specific audience. For example, if you search Google for Google Chromebook, the first three results will be Google Chromebook laptop, Google Chromebook charger, and Google Chromebook price – all of which plainly indicate commercial intent (i.e., start of a buying journey).
Google Chromebook won’t turn on and Google Chromebook instructional for beginners are two of YouTube’s top Google Chromebook suggestions, both of which imply an informational objective, possibly for a current user of the product.
However, not all YouTube recommendations are meant to be informative. People utilise YouTube autocomplete to get product reviews from current customers, unpacking videos, and information on specific models.
However, YouTube-driven shopping journeys appear to be very distinct from Google-driven purchasing journeys, which is why YouTube suggestions are such an effective addition to any keyword research plan.
Investigating Video-Driven Search Queries Can Help You Get More Traffic with SEO
A similar pattern can be seen with Google Video search, which frequently reveals a different aspect or purchasing journey that your target audience may take when exploring their options.
Like Google’s regular search, the Google video section produces “similar search” suggestions beneath organic search results. Again, video-related queries differ from those observed when using Google’s primary search, demonstrating that individuals utilise YouTube for a variety of reasons:
As a result, Google Videos’ related searches allow you to find keywords that you would have missed if you only relied on Google’s standard search results.
To recap, investigating video-driven search inquiries might help you better understand your target market and where your product may fit in. Your whole SEO strategy learns more than your competitors’. What a fantastic approach to discover new “useful content” options!
Increased On-SERP Visibility Through Video Carousels
Today’s Google search engine results are significantly more diversified, graphic, and interactive than they were a decade ago.
Google’s search engine results pages now include relevant photos, rapid answers, frequently asked questions, and other features.
One of the most obvious sections is the one containing connected videos.
Because of video carousels, videos have received significant visibility in organic search results.
Videos appear in at least 30% of Google’s SERPs, according to Mozcast data:
Video results are frequently “blended,” which means they are included in a separate section that is not an organic listing but is added to SERPs as a separate element.
What Is a Video Carousel, Exactly?
A video carousel is a different search box within Google SERPs that presents related videos.
Video carousels are typically found on the first page of search results; however, their placement may differ based on the searcher’s intent.
For example, if you search for “how to tie a tie,” video carousels may display at the top of the SERPs.
When searching on a mobile device, the video-only search snippet and video carousel take up the whole above-the-fold area of the screen. For other inquiries, the section may display lower on a search result page.
YouTube videos are not usually shown in a carousel, but rather as organic results. This is unusual (a video qualifies as one of the ten organic links permitted on page one), but nonetheless rewarding: you can see a large thumbnail of the movie, which is impossible to miss, presumably enhancing the click-through rate for that rank position.
When accessed from a mobile device, this video can be played right within search results in both scenarios (carousels and organic results) (carousels and organic results).
In other words, well-optimized and hence high-ranking branded videos increase a brand’s visibility, allowing it to dominate its target search result pages with more than a single organic listing in both circumstances.
Greater Organic Search Visibility Through Video-Rich Snippets
While YouTube video pages can function as organic listings, gaining video-rich snippets allows you to rank your own page in the same SERPs.
Video rich snippets are organic search results that have been enhanced with a video thumbnail from the page, making the result more difficult to overlook:
Video-rich snippets produce a direct click to your site, as opposed to video carousels, which provide companies with indirect exposure (customers who click a video in a carousel often land on that YouTube page or watch the particular video within Google’s search result page).
To achieve a video-rich snippet, publishers must embed a video on that page and use video schema.
Earning a video-rich snippet also establishes an expectation: visitors who see a video thumbnail and click through to a page expect to see a video, so they are more likely to stay on the page and view the video.
As a result, consumers are more likely to continue their excursions through the site, interact with your business more, and progress farther down the conversion funnel.
Conclusion
Making your organization or product searchable on YouTube is only part of a video marketing strategy. When you start looking into video options, you will obtain a better insight of your target audience and discover new SEO potential.
Furthermore, by having your video appear in related carousels, ranking your YouTube page in organic search, and/or earning video snippets, you identify your brand in search.
Google has created various options to make your SEO approach more educated and diverse by including videos into your digital marketing routine.
If you don’t know where to begin or lack the means to implement your own video strategy, a comprehensive video creation and marketing solution may help enhance your digital presence, improve brand sentiment and trust, and drive sales and conversions across the web.