Google loves videos. It’s no secret. It’s also no secret that video is quickly becoming the preferred vessel among internet users to receive content. That’s why Google loves them.
That’s also why a thoroughly thought through, high-quality video production can be so crucial to your company’s success. SEO specialists pretty much universally know that, if Google likes something, you should do it.
However, while the need for a video is a no-brainer, the actual creation of one requires a brain, a lot of brains actually.
So, let’s talk a bit about why a video production is so important and the kinds of wonders it can do for your company.
The hummingbird’s tone is important.
We’ve talked in some recent posts here at the Climb the Search blog about Google’s Hummingbird update and some of the implications of the somewhat sweeping change. Their continued shift towards a more conversational tone was one of those implications.
Now, we talked about how the value of creating content with a conversational tone would continue to increase as voice search becomes more and more popular, but this post isn’t about voice search. This post is about video production.
The good news is that video production is somewhat of a universal language. Really, it has the power to transcend language and cultural differences and truly speak to the viewer.
Luckily, it’s their ears you have to worry about, especially as key phrases continue to give way to questions and context. So, it really comes down to your video’s ability to genuinely answer a question and give something to the user.
If Google’s headed towards providing something closer to answers than results, then your video better have some answers.
Consider the basics.
Before getting into relevant content creation in video production, you need to make sure the basics are in order. Not only users and potential customers, but web crawlers must also be a consideration.
Right off the bat, you must consider your website design and how users navigate, to ensure the video will be easy to find. If that’s a problem, even a masterpiece of a video production won’t be able to help you.
If there’s any sizable amount of videos on your site, you may want to group together linked thumbnails so that users can easily browse through and access the content. Try to give each video its own landing page, though, for indexing purposes.
You must also try to surround the video with relevant text. Then, are there links from other pages leading back to the video landing page? Does the landing page link out to other, related webpages?
Additionally, schema markup on video landing pages, like any markup, provides assistance to Google when indexing your webpages. That’s just basic stuff for all SEO specialists, and it’s no different with video.
Say something worthwhile, compel action and sharing.
Now, back to that whole relevant content thing. Content is king, of course, and that doesn’t change because it’s in video form. Any video production should be designed to provide meaningful, useful information to the viewer.
What that boils down to, essentially, is your ability to deliver new information to your target audience in your video, or to solve a real problem that they have. Now, of course, getting some tears or a chuckle or, better yet, a belly laugh, won’t hurt.
How you go about doing that depends on your industry and what, exactly, you do within it. You could come up with a clever way to demonstrate how your product or service really helps in everyday life. Or you could try a comical take on your company’s origin story. It all depends.
However you disguise it, the objective remains the same. Another objective: Get them to act. After all, we’re talking about search engine optimization, not the French New Wave.
Ultimately, you or your SEO specialists want to get these people to convert into customers, so make sure your call to action is crystal clear and can be easily saw through by the audience.
Aside from getting the viewer to immediately sign up or buy a product, getting them to share your video should be another goal. When people laugh, they share. When they cry, they share. And when their eyes open wide, they share.
Again, the specifics about how you go about evoking these kinds of emotions depends on the exact circumstances. The bottom line is, you want to get people talking about your company and, on these social media platforms, a lot of people are listening.
Video and SEO go hand in hand.
So, if you or the SEO specialists you’re working with haven’t yet designed a video production for your company or company website, get on it.
It’s not an easy thing to achieve, and it takes a lot of thought and hard work, but a quality video, easily accessed, well optimized, and creative and compelling enough to share, will do wonders for your company.
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