Rob’s recent blog posts on how to upload video content to YouTube, and how to embed video and reap seo rewards, have both discussed the importance of keywords for ranking your video high in search engine results pages (SERPs). Here I’m going to explain how to identify those keywords and what to do with them when you do…
Keywords For Video Content SEO
Many people aren’t clear on what keywords they should be using to target their audience effectively. If you create a corporate video sharing who you are and what you do, you may be tempted to simply call it ‘My Organisation: Corporate Overview’ and then add a bit more detail in the description field. This approach is not going to help your video rank high in SERPs, as prospects are highly unlikely to be using your organisation’s name and ‘corporate overview’ to find information. Instead they are more likely to be using keywords such as the terms that describe your services and products, or even phrases that convey the challenges they have that you could help them with.
Therefore it is important to identify the keywords your targets are using to find businesses like yours. In our case it might be ‘Video Production London’, ‘corporate video’ or ‘video production agency’. Check out Google’s Keyword Planner tool to explore what words and phrases online users are searching with for your business’ offering.
Long Tail Keywords
Of course, many of us are in highly competitive fields where there are numerous other companies competing for the same keywords. Here’s where ‘long tail keywords’ can be especially effective. If, for example, your video content shares a process such as ‘how to embed video content’ this phrase can become your long tail keyword. This is a more focused search term than just ‘video content’, with less competition from other sources, and potentially will deliver a more targeted audience. This is all good news if you’ve identified the correct keywords for your business and are creating relevant and value-adding content for your audience.
What To Do With Your Keywords
Once you’ve decided on the right keywords that not only fit your brand, but also are relevant to your video content, what do you do with them? The first place a search engine looks for clues is the video title. So instead of using ‘My Organisation: Corporate Overview’ you could use ‘Innovative Video Production Agency: nrg-Digital’. While people might not be searching with the word ‘innovative’ I would still include it, or something comparably, to differentiate the business from the competition. Your title needs to be compelling as you still need to encourage people to actually click it when it comes up in SERPs.
Next you should also include the same keywords in your description, including any long tail keywords if relevant. For nrg-Digital I might use ‘Our innovative video production agency creates amazing video comms for our clients…’ There may be several opportunities to use relevant keywords within the description, for example in our case ‘video production agency is our primary long tail keyword but ‘video comms’ is another relevant keyword in our sector.
As well as using these keywords on video hosting sites like YouTube and Vimeo, also include them when you embed content on your website. If you plan to use a video in a blog post there are opportunities to use these in the title, headers, text and also the meta description for the post. Similarly on a webpage you should include them in any text or if including a video transcript, incorporate them here too.
Essentially optimising your video content for SEO is all about finding opportunities to explain what it is about in text. Search engines cannot read videos, so your job is to provide as many clues as possible to ensure it ranks for relevant searches, driving the right traffic to your business.
If you have any questions about creating video comms or optimising it for SEO, get in touch with the nrg-Digital team. You can also leave a comment below and we will get back to you.