Using video for digital marketing & SEO

A lot of people mistake video marketing with advertising, but it’s actually a very effective way of content creation, benefiting a website's authority and SEO. Yes, video advertising is a very effective way of getting top funnel acquisition, but video content on the site incentivises audiences to stay, boosting time on site and increasing page depth navigation.

In a previous blog post, we explored how video should be part of every content plan, but what are the benefits of this? How do we implement it? Finally, is it sustainable?

Diversifying content

It still stands that the written word is vital for traditional SEO. Keyword density will always be an important factor for ranking in search engines. Now we are seeing indicators in search engine’s algorithms which look for more than just simple content. With rich snippets and video sitemaps, we can show the algorithms that the content on the site is diverse, which will bring additional authority signals to those search engines.

Making content link worthy

The holy grail of content marketing is getting it linked to from relevant sites. Those external links will boost page rank and increase authority. Traditionally, this could be done through a PR team who would outreach to journalists to get their content published. What if you could create content that got linked naturally and didn’t need additional time for outreaching? That’s where video content can really help.

Creating something that stands out visually, whilst also getting the core message across to the audience increases the chances of shares, impressions and ultimately external links.

Keeping the keyword density

The best practice with videos is to not just embed it onto the page on it’s own, but to also provide the transcript. This is not only good for SEO and keyword density, but also accessibility and screen readers. Providing the transcript or a small article supporting the video will tick all the SEO boxes and increase the likelihood of external links. Win win. Just make sure you also include your targeted keywords in the video script!

Steps for video marketing

1. Create a script which gets the core message across and also includes your targeted keywords. Does the content answer a question? Is it useful to the viewer? Remember to review your keyword research to identify any questions your audiences might be asking. This is the best starting point for creating content.

2. Produce a video which visually represents your brand and stands out.

3. Embed the video on your blog or landing page you want authority links to, including the transcript for keyword density.

4. Share throughout your social media platforms and ensure audiences can easily share as well

5. Contact PR agencies or similar, relevant websites to aggregate and link to your content.

6. Make sure the content is easily navigable from your main landing pages, such as the homepage. Remember to look at your page analytics to identify this. Internal link building is important!

Looking for video content to put on your own website to improve your digital marketing? You're in the right place! Get in touch with Snap Animation today. We can help build your brand through explainer videos and unique content.