The times, they are a-changin’.
If you’ve been in the digital marketing world like me, Mauricio “Moe” Piña, for some time, then you’ve probably learned to roll with the punches. And why do I mention the importance of evolving and adapting in digital marketing?
Because, according to Forbes, 2019 will see a renaissance of sorts in digital marketing with global consumer Internet video traffic accounting for 80 percent of all consumer Internet traffic. This was backed by Google search engine this past summer when they updated results pages with video carousels rather than individual video boxes.
What does this mean for business owners? Basically, it’s time to step up your video content strategy.
Whether you’ve never uploaded a video or it’s been some time since you’ve worked on getting traffic to one, I’ve got a couple of tips on how you can improve your organic video search results.
Check them out below.
Attracting Moe Traffic to Video Content
1. Integrate Videos Into Related Blogs and Articles
This is one of the easiest actions you can take to improve organic video results if you already have plenty of content that you can work with. Check your data to see what blogs and articles have had an impact on your audience and consider using these.
Embedded videos in your articles and other content not only enhance the visitor’s experience but can also help to increase your website’s page views, sessions, and, ultimately, your conversion rate.
Lumen5 is an exceptional tool that can help turn blogs and long-form content into video in just a few short minutes.
2. Take Advantage of the Description Box
The video description box that you see while diving down the YouTube rabbit hole is a valuable piece of digital marketing real estate. And, yet, time after time, business owners fail to take full advantage of this valuable space.
Adding a direct link to your website into a video description enables your viewers to easily access relevant information that could enhance the user experience. Think about it…what’s better – a viewer interested in your product having to go through the whole process of minimizing YouTube, opening up an Internet browser on another tab or window, keying in search terms, and hoping that your website populates in the first search engine results page? Or a direct link straight to your website.
One click versus multiple steps is always the way to go.
Failing to properly take advantage of the description box is likely going to end in failed conversions. That’s money out of your pocket for something that can be easily remedied.
Aside from a link, a video transcription can also help to improve your video in multiple ways, including:
- Improves SEO – In a 3-week long study conducted by SafeNet, researchers compared the search rank of a video that had no transcript versus the results after a transcript had been added. Almost a month later, the video content with the transcripts climbed search rankings for targeted keyword phrases, rising from no rankings to top 15 or higher.
- Provides a Better User Experience – From a learning perspective, adding a video transcript enables your viewer to use whatever method he or she learns from best—whether that be from reading, watching, listening, or all three. Transcripts also simplify the search process for users looking for videos that hit particular topics or keywords.
- Reach a New Audience – Lastly, transcripts also provide a means of learning for those that may be deaf or non-native English speakers. Expanding your audience is always a plus in the world of digital marketing.
Putting in the extra effort to create and market your video content can really pay dividends in the long run. When it comes to your visitors, however, they need to be able to navigate through your content as effortlessly as possible. Adding in relevant, optimized links and video transcripts in your video help to do just that.
3. Pinpoint Your Video Gaps and Create Content That Addresses Them
Coming up with content ideas can be hard, especially when you have to manage a business. I mean, you could hire a digital marketing team, but if you prefer a more hands-on approach, then there are some steps you can take to enhance your video marketing skills.
To start, you will want to analyze popular search queries and compare those terms to your current video library. Doing this should provide you with some insight into figuring out where your video content gaps are and what type of information you need to provide users to bridge that space.
Let’s say, for example, that you’re in the business of selling grapefruits. You have started creating video content that showcases the many ways that you can prepare grapefruits into extravagant dishes fit for parties and holiday get-togethers. While you may be getting a relatively small stream of viewers watching your content, there’s still more that you can do.
When doing some research and analyzing popular grapefruit search queries, you may find out that many people are looking for adult beverage recipes that include grapefruits. By pinpointing the content gap, you’ve identified what the buyer needs and how you can address those needs. Now you can make an actionable video content campaign that addresses those queries (i.e. grapefruit infused drinks).
Not only does this tip help to provide you with some content ideas, but it can also do wonders in bringing in more viewers/visitors.