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Video and Its Integration Into Your Marketing Strategy

The main purpose of search engine optimization (SEO) is to introduce your business to people who are actively looking for the products and services you provide.

Once reserved only for text content optimization, search-optimized video content has proven just as effective in introducing your brand to those most likely to be interested in your business.

Online video consumption is at an all-time high and is growing every year. Google, YouTube and other well-known search engines are realizing the power of video and now view properly optimized videos as relevant, legitimate content that provides consumers with valuable information.

• More video content is downloaded in one month than in the last three decades of TV content combined.
• Internet video accounts for over 85 percent of online traffic in the United States.
• More than 500 million hours of video are watched on YouTube every day, and 100 million hours on Facebook.
• Seventy-eight percent of people watch online videos every week and 55 percent watch them every day.

The availability of high-speed wireless Internet connections and the availability of the latest smartphones have made video the dominant form of personal and business communication on the Internet. Major search engines have recognized this shift in online activity and have adjusted their algorithms to reflect the impact and importance of video in internet marketing efforts.

What is Search Engine Optimization?

When the original search engines such as Ask Jeeves, Bing, and Google came along, marketers could draw attention to their customers' businesses by filling pages with keywords, regardless of whether or not they were relevant to the topic of the article. Algorithms today allow search engines to find only the most credible, legitimate, and relevant content to rank for specific keywords and phrases.
Search engine industry standards and guidelines are constantly adapting to technological advances and the ever-changing habits and trends of online users. To rank for specific keyword clusters, content must be optimized according to the latest technical parameters and content guidelines.

As video continues to grow in popularity and availability, search engines are prioritizing video content on search engine result pages (SERPs). YouTube is currently the second largest search engine in the world after Google, which owns YouTube.

video marketing

How to integrate video into SEO marketing

Today's online consumers know the difference between advertisements and marketing videos, which provide valuable insights and information about your products and services. The best way to get the most out of video for SEO marketing is to create and distribute high-quality video content that engages, informs, and entertains those consumers who are actively looking for the types of products and services your business can offer them.

Nowadays, websites are designed and built using the marketing tools necessary to properly optimize text, photo and video content for ranking on Google and other search engines. Persistent content that is created and presented using the latest guidelines and trends is more likely to hit the first page of certain searches and drive interested consumers to your website.

Following are the key ways to optimize video content that gets ranked in search engines.

Keyword Research

Keyword research is the backbone of SEO campaigns aimed at promoting content in the SERP. The painstaking process of keyword research involves examining trends, stories, and additional user analytics online to create a list of terms and phrases related to your specific services and products.
Digital marketers are constantly working to assess and update the list based on consumer trends and technological advances. For example, the rise in popularity of voice command features has added a unique set of dynamic and terminological phrases used by online users today.

Technical SEO

One of the ways search engines rank the most relevant and trusted content is by checking the structure and setting of the back end of the technical design of your website. To get noticed by Google, YouTube, Bing, and other search engines, videos need to be optimized for the right technical aspects and present relevant, engaging content.

Slow websites and other technical issues negatively impact your search engine rankings. Broken links and lazy downloads can alienate consumers who might otherwise become buyers. All technical aspects of design and development must continue to operate in excellent condition in accordance with search engine guidelines and industry standards. Elements that can have the greatest impact on search engine rankings include:

• Analytical, reporting tools
• Blogs
• Broken links
• Coding errors
• Index status
• Internal link structure
• Links related to the list of keywords
• Website and page loading speed
• Sitemaps

Metadata and descriptions

For search engine algorithms to recognize them, the meta titles and descriptions must be filled in on the back end of the website. These fields detail the subject and content of your video. If these items are not populated with complete metadata, the chances of ranking will be greatly reduced. Video thumbnails and other photos also have alternative tags that must be filled in.

Quality content

Search engine algorithms cannot physically view and rate videos. They rely on written content to determine the value and credibility of a video presentation. In addition to meta descriptions and alt tags, video transcriptions help search engines find and rate your content.

SEO Benefits in Video Marketing

The main purpose of marketing videos is to get your content across to those people who are actively looking for the information you can provide them. In the digital age, competition is fierce. SEO is a powerful marketing tool that can help you stand out, generate interest, and increase sales.
The best way to grow your business is to provide your video content to people who need your products and services and who are actively looking for you. Creating a quality video that is fully SEO-friendly will take your content to the top of the relevant search results and attract interested consumers to your site.

Drive Long Term Growth With Video Marketing SEO

Using search engine optimization strategies and principles is not a quick fix that produces instant results. SEO video marketing takes patience and persistence. It is an ongoing, long-term strategy that requires regular maintenance and adjustments to ensure consistent web traffic for many years to come.
Search engines such as Google and YouTube consider videos to be a legitimate and reliable source of valuable information on the Internet. Video content ranks as or better than other forms of content and will help you expand your online presence and attract consumers' attention to your site.

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