SEO Tuition: Why do not
you have to go without videos?
While web content has long been limited to text,
then images, technologies developed by search engines now allow us to publish
all types of formats on a site. This is particularly the case of video, which
has earned its acclaim on the internet: just view the market share of YouTube,
the leading online video provider and third most visited site in the world (all
categories combined), to realize it. However, posting a video on your website
will not be enough for you to enjoy the obvious benefits of this type of
content. You will need to optimize your videos, while ensuring that it improves
the user experience: Follow the guidelines of SEO Tuition.
How to optimize a video for social
networks or for your site?
·
The questions in the previous paragraph will help you define
the editorial strategy for your video publication. But that's not all: you must
also think about the technical optimization of this type of content. It is time
to put your hands in the grease!
·
The principles of natural referencing change very little; you
only need to adapt them to the type of content you want to publish. In the case
of a video, it will be necessary to pay attention to:
·
Select your keywords: they remain the spearhead of your SEO
strategy, regardless of the type of content. These keywords should be
consistent and relevant to the theme of your video. They must also appear in
the metadata of the content: title and subtitles, title tags and Meta
description, caption and / or description, tags (or tags), notes and / or links
embedded in the video ... So many micro-contents to optimize!
·
Plan the conversion of the user: once the video is consulted,
bring it where you want it to go. Your best ally to achieve this: an effective
call to action, short and clearly visible on the video page. Feel free to
include this call to action at the end of your video, either orally or in
writing, to optimize your click and conversion rate.
·
Subtitle your video: people are saving time online. Most
begin to view the videos without sound, and decide whether to continue their
viewing in seconds: subtitles are therefore become indispensable! Again,
consider integrating your keywords in the most natural way possible. Do not
rely on automatic YouTube subtitles: rough, unclear and sometimes downright
incoherent, quality is still unsatisfactory.
·
Collect backlinks: These famous incoming links are as
important as the choice of your keywords. They tell major search engines,
starting with Google, that your content is engaging and stands out for its
quality. To get these external links, bet first on the promotion of your video:
its viral potential can be multiplied on social networks. Also share your
content with your professional entourage, your customers and prospects, your
employees within the company. React to user feedback with a catchy call to
action, which may simply be asking visitors to share the video. Moderate the
comments, make live the discussion around your video. Finally, always favor the
quality of the content to the quantity: take care of the scenario and the
dialogues, take care of the quality of the image and the sound, and surprise
the Internet users by a new format. Guaranteed results!
Which KPIs for your online videos via
your tracking or YouTube?
To
evaluate the effectiveness of videos that you publish on your site or on your
blog, several KPIs can be selected according to your objectives. The key
performance indicators of a video on an e-commerce site will be different from
those of a blog or the site of a consultant, for example.
Before
tapping into this non-exhaustive list of KPIs for your online videos, take the
time to refine your strategy and goals. Does this video have the mission to
increase the traffic on your site, to convert Internet users into customers or
simply to entertain them in a loyalty process? Depending on your (or your)
answer (s) to this question, you will be able to select the right indicators in
this list before completing it:
The
number of views: easy to identify on YouTube, leading video on the web, the
number of views will give you a pretty good idea of the impact of your video.
Moreover, it will allow you to adjust your promotional efforts if you find that
your content is little, or not at all consulted.
The
number of comments: this indicator will give you an overview of the reactions
to your video. It will also allow you to identify the source of the problem if
your content does not attract enough traffic: a poorly viewed but highly
commented video suffers from a bad promotion, while a highly viewed video that
does not result in little or no comments must be redrafted at the content
level.
Comments:
it is not enough to count them, you will also have to read them! Internet users
will often be the first to tell you what does not work, if any, in your video.
Take these comments into consideration to improve your content, and feel free
to answer any questions from visitors.
Click
through rate: if you have integrated a call to action in your video page, how
many users click on it after viewing it? Whatever the result, you will have to
constantly work to increase this click-through rate by technical optimization
than by editorial optimization.
As
you can see, the video is now a major web content. It is therefore essential to
use it to promote your business online, provided to ensure its optimization.
And make no mistake: the optimization and quality of a video cannot be reduced
to its SEO. The experience of the user must remain at the center of your
approach so that your video produces the desired effects! Optimize Your Videos
with the guidelines of SEO Tuition.
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