How Video SEO Can Boost Your Overall Digital Marketing Strategy

When we talk about creating a video strategy, people usually think that it can be found on YouTube. And for good reason - billions of users visit the platform every month.

And then comes the inevitable argument: "I don't think my product or service is right for YouTube."

However, creating and marketing videos goes beyond YouTube search.

Video can make your content better, your products more understandable, and your brand more credible and recognizable. Additionally, videos tend to appear on the first page of Google search results for an increasing number of queries.

Additionally, a well-designed video strategy can boost your overall SEO efforts. Here's how.

1. Deeper understanding of your customer's purchase journey

Video query research lets you know what queries your target audience uses when searching for video.

Knowing how your target audience searches for related videos will help you better understand their buying journey, the problems they're trying to solve, and the tasks they're trying to accomplish.

When we turn to video content, we're looking for content that's informative or entertaining, but we can also uncover content opportunities that naturally satisfy the consumer's video needs: how-to videos, product demos, comparisons, and more. A sound marketing strategy should always include both of these parts of the buying journey.

If you compare Google and YouTube autosuggestions, you'll notice that YouTube searches attract a special kind of audience. For example, if you search for a Google Chromebook on Google, the top suggestions would be a Google Chromebook laptop, a Google Chromebook charger, and a Google Chromebook price—all three clearly indicate commercial intent (ie, the start of a purchase journey).

Some of YouTube's best Google Chromebook offerings are Google Chromebook Not Included and Google Chromebook Tutorials for Beginners, which likely reflect the informational intent of the current product owner.

However, not all YouTube offers are informative. Thanks to YouTube's autocomplete, people use the platform to find product reviews, pull videos and model-specific information from the brand's current customers.

However, buying from YouTube is very different from going to Google, which makes YouTube suggestions a powerful addition to any keyword research strategy.

A similar pattern applies to video search on Google, which often reveals a different angle or purchase path that your target audience can follow when exploring their options.

As with regular Google searches, the Google Video section generates "related search" suggestions below the regular search results. Again, the video-related searches you'll see when using basic Google search vary, indicating that people use Google Videos for different purposes:

Thus, video-related Google searches allow you to find keywords that you would miss if you relied only on regular Google search results.

In short, if you start researching video-based research, you will better understand your target market and where your product can be used. Your overall SEO strategy will be more informed than your competitors.

Tell us about a great way to find new "useful content" opportunities! 😉

2. Better visibility in the SERP thanks to the video carousel.

Google search engine results are more diverse, visual and interactive than they were ten years ago.

These days, Google search results include similar images, quick answers, popular questions, and more.

One of the most obvious categories includes related videos.

Videos have gained a lot of exposure in organic search results, mainly because of the video carousel.

According to Mozcast, videos appear in at least 30% of Google search results:

In many cases, the video results are "mixed", that is, they are included in a separate category that is not an organic listing, but is added as a separate item in the search results.

This section is called "Video carousel".

What is a video carousel?

A video carousel is a special search item in Google's SERPs that contains related videos.

Video carousels are often included on the first page of search results, but the position of the section may vary depending on the intent of a particular searcher.

Sometimes video carousels appear at the top of search results: for example, try searching for "how to tie a tie." Video search snippets and video carousels alone take up the entire top of the screen, especially if you're searching from a mobile device. For other queries, the category can be included at the bottom of the search results page.

In some cases, YouTube videos are not included in the carousel and only serve as organic results. It's different (a video actually counts as ten organic links allowed on the front page), but still useful: you can see a large video thumbnail that's hard to miss, potentially increasing the click-through rate for it. ranking position.

In both cases (carousel and regular results), when accessed from a mobile device, this video can be played directly in the search results.

In other words, in both of these cases, well-optimized and therefore high-ranking brand videos provide the brand with additional visibility, helping it dominate the search results landing pages with more than one listing. organic.

3. More visibility in organic search with rich video snippets.

While YouTube video pages can serve as regular listings, giving you additional visibility, you can rank your site in the same SERPs by earning video snippets from the video.

Rich video snippets are rich organic search results that include a thumbnail of the page's video, making it hard to miss a result:

Unlike video carousels, which give brands an indirect view (people who click on a video in a carousel usually land on that YouTube page or watch the video directly from a Google search results page), rich snippets of videos send direct clicks to your site.

To get a snippet with more video, publishers must embed the video on this page and use the video scheme.

Another benefit of a rich video snippet is that it generates anticipation: people see the video thumbnail and click through to the page expecting to find a video on that page, so they're more likely to click through to stay on the page and watch the video. . . This, in turn, increases the likelihood that they will continue their website journey, engage more with your brand and dive deeper into the conversion funnel.

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The video marketing strategy is to put your brand or product on YouTube. As you begin to explore the possibilities of video, you'll better understand your audience and unlock more SEO opportunities. In addition, you make your brand stand out in search by displaying your video in relevant carousels, ranking your YouTube page in organic search and/or earning video snippets.

Google has created many opportunities to better inform and diversify your SEO strategy by incorporating video into their digital marketing routine. If you don't know where to start, or don't have the resources to implement a video strategy yourself, a comprehensive video production and marketing service can help transform your digital presence, increase brand engagement and trust, and increase sales and conversions. . world. the network can

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About the Author

Internet Marketing Ninjas is a leading digital agency specializing in SEO strategies, link building, content marketing and website speed optimization. Led by industry veteran Jim Boykin since 1999, IMN's 50-person team is based in upstate New York and has almost 400 years of experience helping their clients improve search rankings and increase traffic organic from Google.

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