![\"why](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/why-people-turn-to-youtube.png\")
<\/a><\/p>\nWhilst the creation of great content itself is essential, it\u2019s equally important to ensure that the content can be found by your target audience. Search engine optimization is one of the most effective ways of boosting the discoverability of content and a topic covered in depth on Smart Insights previously<\/a><\/u>. Whilst many SEO techniques can be applied to video, there are some differences and idiosyncrasies to bear in mind.<\/p>\n Within this post I\u2019d like to highlight a few video SEO steps and techniques that can help your content to stand out and reach the right audiences:<\/p>\n Download our Premium Resource \u2013 Video and YouTube marketing guide<\/strong><\/p>\n Our guide shows you how to review the full opportunities from video marketing whether you are a company looking to integrate video marketing more into your campaigns or a marketing agency looking to improve your video marketing services.<\/p>\n Access the Video and YouTube marketing guide<\/a><\/p>\n <\/div>\n <\/div><\/p>\n Incorporating video into your marketing strategy is a big step for any sized business. Whether you're integrating video content into your always-on activity or planning video marketing within a campaign, you want to be sure all your channels are working together efficiently and effectively.<\/p>\n That's why we recommend applying the RACE Framework to structure your marketing planning in the context of your customers' omnichannel journeys.<\/p>\n Structured across reach, act, convert, and engage, our framework empowers marketers to use data to track and measure their marketing channels and make smart decisions to win more customers.<\/p>\n If you're looking for marketing strategy advice, why not book a free 1-2-1 consultation with a member of the customer team? Our consultation calls are designed to put you in the driver's seat, discuss your problems and identify solutions for you and your business, integrated across the RACE Framework. Book your free 1-2-1 consultation to develop your new strategy with the RACE Framework<\/p>Book consultation<\/a><\/div> It\u2019s important to be clear on why you are producing video content and how this aligns with your target audience. You may want to produce video to enhance your brand, become an authority on a particular subject or simply augment existing content:<\/p>\n Whatever route you choose will ultimately influence the proceeding steps in the content distribution process, with an emphasis on:<\/p>\n Video SEO is about making video content discoverable in the search engines of each of the main video platforms (Google, YouTube, Bing, Vimeo) and social channels (LinkedIn, Facebook, Twitter, Pinterest). There will be differences and nuances for each platform but there are broad steps and actions that can help optimize video across all.<\/p>\n Christopher Penn, co-founder of BrainTrust Insights and co-host of the long-term Marketing Over Coffee podcast recently published a webinar on video SEO<\/u> that I would highly recommend. Within the webinar Chris highlights five pillars that marketers can use to frame their video SEO process:<\/p>\n The quality of the content has to be high, not only in terms of production values but also theme and context so that it resonates with users.<\/p>\n As with any other form of content production, good quality starts with good research and an understanding of what people are actually interested in watching.<\/p>\n Question and answer site Quora can provide a good starting point for qualitative insight into the natural language people are using about different topics, which can form the basis for further keyword research:<\/p>\n From here you can use more specific keyword research tools, such as Moz, SEMRush or Ubersuggest<\/a><\/u> to dig into more detail and find the words and phrases that deliver a balance of strong search volume and competition:<\/p>\n Once you\u2019ve produced your video start looking at where the content will be distributed. Good quality imagery will help \u2018sell\u2019 your video content, grab people\u2019s attention and generate CTR. Video imagery can be used for:<\/p>\n 90% of the best-performing videos on YouTube have custom thumbnails, so it\u2019s important to create visually interesting thumbnails to attract more viewers and increase watch time:<\/p>\n Free tools such as Canva<\/a><\/u> enable you to create a customized thumbnail quickly and easily using a screenshot or a specific image related to the video. This is a much better alternative than relying on the whatever YouTube decides to choose for you<\/p>\n In Christopher Penn\u2019s webinar, he makes the point that great video starts with great audio and offers a revealing insight: whilst people will watch a poor video with good sound, they are less likely to tolerate video with no sound at all.<\/p>\n Sound is a powerful way of connecting with your audience. Whilst the majority of Facebook users watch video with no sound, 95% of YouTube ads are watched with sound on. For viewers watching audio and video combined, there\u2019s a 20% lift in brand awareness and consideration, which is significantly higher than those watching audio or video alone.<\/p>\n YouTube and other platforms use machine learning and AI to create transcripts and closed captions from the video\u2019s audio. Good quality sound = better quality transcripts, leading to stronger search engine optimization.<\/p>\n FFmpeg<\/a><\/u> is a free, open source tool that can be used to convert video files into different audio formats that can be used to create a separate audio file for your video:<\/p>\n Despite advanced improvements in their algorithms, search engines are still much better equipped at crawling and indexing text versus images and sound. Therefore the text you include to support and promote your video content is important.<\/p>\n The keyword research outlined in the first pillar above will highlight the keywords and phrases you should be using judiciously within the video\u2019s metadata and supporting text. As with traditional SEO, don\u2019t fall foul of keyword stuffing. Instead, use your target keywords naturally and consider the use of keyword variations and synonyms.<\/p>\n The title, tags and description will provide you with the best opportunity to leverage your target keywords and tells viewers what to expect from your video.<\/p>\n Titles:<\/strong><\/p>\n Tags:<\/strong><\/p>\n Descriptions:<\/strong><\/p>\n Transcripts provide you with a great opportunity to help platforms understand what your video\u2019s about and can also help content appear within \u2018suggested videos\u2019. Transcripts can be written manually but it can be far more efficient to use an AI tool to assist with this process.<\/p>\n There are a number of transcription services, including Amazon Transcribe<\/a><\/u>, Watson Speech to Text<\/a><\/u> and Google Speech-to-text API<\/a><\/u>, as well new tools like Otter<\/a><\/u> that convert audio files in text transcripts. One of the useful elements of Otter is that once converted, the transcripts include a breakdown of different speakers and timestamps, helpful for loading closed captions.<\/p>\n Great video is ultimately determined by how it\u2019s received by the audience. A high level of engagement, interest and watch time will send a strong signal to search engines that the content is worth ranking and may also lead to appearances in \u2018suggested videos\u2019. Activate your content within the channels that matter.<\/p>\n Use native video players to host your video on your website rather than uploading directly via your CMS. This will enable you to generate views and engagement on the video platforms:<\/p>\n Your social channels are likely to play a key role in your distribution\/ promotion plan, although it\u2019s worth taking time to identify what channels are most relevant for the content you're publishing.<\/p>\n Always upload content using each platforms\u2019 native player to maximize exposure. One 2017 study indicated that videos posted to Facebook using Facebook\u2019s player versus YouTube received significantly more shares and interactions<\/a><\/u>:<\/p>\n Retargeting<\/a><\/u> gives you a great opportunity to leverage insights from your existing website audience and reach out to new customer segments with customized video content, depending on the interests and behaviours they exhibited.<\/p>\n For example, you may decide to activate your video by dropping pixels on certain pages of your website in order to retarget and show video ads to people who have already shown an interest in your brand, product or service.<\/p>\n Measuring performance is a key step in determining what did\/ didn\u2019t work and to identify what existing content needs to be optimised further and what new content should be created and published in the future.<\/p>\n Ensure that you have signed up and using your video platform\u2019s analytics as these will provide a wealth of unique insights. YouTube\u2019s Creator Studio<\/a><\/u>, for example, gives you information about:<\/p>\n
\n <\/a>\n <\/div>\n Looking for marketing strategy advice?<\/h3>\n
![\"Omnichannel](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1.png\"){kind=icon}
<\/a><\/p>\nNeed a winning marketing strategy?<\/h3>
![\"Grow](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/07\/Build-x2.png\")
<\/div><\/span><\/p>\nBe clear on your objective<\/h3>\n
![\"Smart-Insights-Content-Marketing-matrix\"](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/Smart-Insights-Content-Marketing-matrix.png\")
<\/a><\/p>\n\n
![\"Content](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Content-distribution-framework.png\")
<\/a><\/p>\nFive practical steps to video SEO<\/h3>\n
![\"5](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/5-pillars-video-SEO-process.png\")
<\/a><\/p>\n1. Video<\/h3>\n
Research<\/h4>\n
![\"Quora](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Quora-keyword-research.png\")
<\/a><\/p>\n![\"keyword](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/keyword-research.png\")
<\/a><\/p>\nImagery and thumbnails<\/h4>\n
\n
![\"Custom](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Custom-thumbnails.png\")
<\/a><\/p>\n![\"Canva\"](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Canva.png\")
<\/a><\/p>\n2. Audio<\/h3>\n
Leverage the power of sound<\/h4>\n
Create separate audio files<\/h4>\n
![\"ffmpeg\"](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/ffmpeg.png\")
<\/a><\/p>\n3. Text<\/h3>\n
Keywords<\/h4>\n
Titles, tags and descriptions<\/h4>\n
\n
\n
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Transcripts and closed captions<\/h4>\n
![\"Otter\"](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Otter.png\")
<\/a><\/p>\n4. People<\/h3>\n
Website<\/h4>\n
![\"Smart](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Smart-Insights-video-content.png\")
<\/a><\/p>\nSocial media<\/h4>\n
![\"<h4>Social](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Youtube-vs-Facebook-video-interaction.png\")
<\/a><\/p>\nAdvertising<\/h4>\n
5. Measurement<\/h3>\n
Video platform analytics<\/h4>\n
\n
![\"youtube](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/youtube-creator-studio.png\")
<\/a><\/p>\n![\"Organic](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/06\/Organic-traffic.png\")
<\/a><\/p>\n