Producing video content is no longer restricted to the largest organizations with extensive resources. Proper lighting, an external microphone, and a modern smartphone make it possible for even the smallest teams to create quality videos. While video has been proven again and again to be the best way to engage an audience, reaching your audience can be challenging.
The truth is many marketers neglect to treat video as a tool in the SEO toolbox. Approaching video as an asset for SEO will open a new set of strategic decisions and will allow you improve your reach to your audience. The basics of amplifying your video content boils down to three key points.
No surprise, good content means good rankings. You probably already knew this, so the question becomes how do you maximize the content’s reach?
As voice-based tools become the new standard, the old methods of SEO are quickly becoming outdated. In the past, search engines did not answer long form naturally phrased questions well. To account for changes in how people are searching, they’ve made updates to their algorithms designing them to favor user-centered content. Gone are the days of bullet points and fragmented sentences. Content creators and SEO wizards are now producing and searching for ways to provide quality content at scale. This is where video fits in. A video provides the forum to address topics in a complete and natural way without the one-dimensional restrictions of text. The challenge is making the engine hear you. Breaking your words down to 1’s and 0’s is like using a universal translator to speak to the search engine. Captions are stored in the metadata of your video and are readily available for indexing. The results are straightforward. All of the sudden the search engine can accurately provide natural answers to natural questions. Adding captions is not a challenge, and there are so many ways to get it done; from automated systems that can caption and tag videos to manual solutions baked into various products.
“Sharing my video is not going to boost its place in the search results,” is what ill-informed marketers think as they scoff at their peers sharing content on social media. In reality, sharing your content—and more importantly, having your content shared—will increase prevalence in search results. Having shared content is a way of telling the search engine it is to be trusted, and that is paramount to getting a good ranking. Proper video distribution is an excellent way of proactively making your video shareable. Distribution to YouTube (the world’s largest video site) is a good place to start, but so is including social sharing calls to action to the other channels. In fact, recent reports are showing that Facebook is undergoing a video traffic explosion. Don’t make sharing an afterthought! Bake it into your content strategy from the ground up.
Content, captioning, and sharing make up the core to getting the most out of our videos in SEO. There’s no time like the present to start making videos; just make sure you get the most out of them when you do!
Kaltura's mission is to power any video experience. Our wide array of video solutions are deployed globally across thousands of enterprises, media companies, service providers, and educational institutions, leveraging video to teach, learn, communicate, collaborate, and entertain.