In the midst of your search to begin or even improve your video marketing journey, you must have come across the term Search Engine Optimization (SEO) hundreds, if not thousands of times and understand the ability that video content has to boost SEO for your business. However, are you aware of the factors that Google and other search engines consider when deciding whether to include your content in the first page of someone’s search? Before you get scared away by the technological components of SEO optimization, realize that there are plenty of little changes you can do to make a difference.
So when it comes to Google, it is all about trust. Just as you hope your customers trust you and your business, Google feels the same when people come to the search engine looking for answers. Google considers two key factors: Authority and Relevance. In Google’s eyes, your business and what you post must appear credible, and it determines whether you have enough knowledge to be considered an “expert.” On the other hand, relevance refers to whether your content and the keywords you use (which we will touch bases on shortly) are relevant to what keywords are used in the search. For example, if someone searches for Wedding Photographer, is the content and website of an Orange County Wedding Photographer going to show up in the results as a relevant, helpful, and credible business? Let’s go over 10 different factors that help determine if your business will show up in someone’s search.
- Make Good Content
Now this first step may not seem extremely relevant, but it is. If you are going to gain trust with Google and other search engines, the content you post must be good quality. Consider releasing content that keeps audience retention and allows various levels of engagement. Having a video marketing strategy is also essential, because it allows for you to have a solid goal and purpose for the videos you post. Review the different types of videos you can use for your business (Awareness, Interest, Decision) and what will work best for your overall goal and business type. Watch the length of your videos, include call-to-actions like comment and sharing options, and really consider whether you are hiring a professional video production company to help with your videos or if you are choosing to use DIY or other combination video production methods.
- Site Age
Another factor that Google considers during a search is the age of your website and the content, which we will discuss in the next step. Brand new websites with new domains tend to get less attention and, in some cases, may be viewed as scams or short-lived content until more trust can be gained. One way to get around this is to consider buying a domain that is up for sale that correlates with your business.
- Active Content
Alongside the age of your website is the age of your content. Is the content relevant? Is it new information? Reviewed information? It is important to create a content schedule so that you are posting content on a regular basis. This could be new videos, new articles, or even material you are sharing from other websites or resources to help inform your audience. Another part is engagement, which was mentioned earlier. The more your viewers engage, the more active the content, and the older your website, the more trust you gain with Google. More trust leads to more sales, more trust with your customers, and better rankings.
- Video Keywords
As you begin considering posting content and sharing materials, be sure of the keywords and tags you add. If you want to be associated with photography businesses, be sure to include the word photography in your website, video descriptions, video titles, and other areas when possible. Review some websites and tools that can help determine relevant keywords.
- Load Times
This factor is a little more technologic. The content you put on your website can cause your website and the other pages you have to load slowly when someone tries to open up a link. Consider using a different host that can help increase upload speeds and limit your image width size to 1600w x 2372h. Compressing images can also help with load times. Another tool, which is called Content Delivery Network (CDN) can help with load times as well. Visit websites that help make copies of your website and are connected to other servers. When someone looks up your material, several servers can be used to help load your website rather than just one or two. This is also essential for international businesses.
- Backlinks (Core of SEO)
Although a little more technologic as well, the idea is relatively basic. Backlinking refers to situations in which your website content is linked or cited on another website or source. Think of medical journals that cite previous research to help make their case. The idea is the same. If websites are linking your material alongside their content, this helps increase your credibility and creates even more trust with Google. If you can manage to get a large number of backlinks, other aspects of your SEO methods might not be as important. However, this step also takes more time and energy and isn’t as fully in your control. Following other steps increases this chance though.
- Social Interaction
This all goes back to engagement! Keep your viewers interested, allow the choice to comment, share, discuss, and like your content. Include call-to-actions and ask if there are any questions or opinions in your videos. Social interaction is also an important component when you start implementing your content onto social media networks. Giving people a reason to come to your website and view your content is essential.
- Search Relevance & Traffic
All of the steps above begin to lead into these last few factors. Is your material relevant to what was being searched? Is there other helpful information on your website for the viewer? Creating good content and engagement opportunities leads to more traffic. Backlinks from other websites lead to more traffic.
If you have more traffic, more engagement, and more trust with Google, security is a must. Several tools and websites are out there that help create security measures for your website. Having a secure HTTP address is essential as well as having a safe domain.
- Click Through Rate & Bounce Rate
All of the methods listed above directly correlate with CTR and bounce rates. How often is your material being clicked on? How long is it being viewed? If your website gets visited, do they click on other material within your website? If your website gets visited, do customers bounce off the site at once or do they linger? All these factors can increase or decrease your SEO and trust with Google.
So now you’ve got a little more information. Some of these steps may seem irrelevant but understanding that the little things can make the biggest difference will help you stay ahead in the long run. If you want to be a successful business, SEO is one part you simply cannot afford to ignore. To gain trust with your customers is to gain trust with Google. Since the beginning, we’ve discussed how important it is to remain patient with your video marketing journey and trying to optimize your SEO is no different. With time, patience, effort, and knowledge, anything is possible. Until next time!