{"id":5804,"date":"2022-08-31T11:48:16","date_gmt":"2022-08-31T11:48:16","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/08\/31\/how-video-seo-can-boost-your-overall-digital-marketing-strategy\/"},"modified":"2022-08-31T11:48:16","modified_gmt":"2022-08-31T11:48:16","slug":"how-video-seo-can-boost-your-overall-digital-marketing-strategy","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/08\/31\/how-video-seo-can-boost-your-overall-digital-marketing-strategy\/","title":{"rendered":"How video SEO can boost your overall digital marketing strategy"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/How-Video-SEO-Can-Boost-Your-Overall-SEO-Efforts-800x450.png\" alt=\"| Craig Hordlow\" class=\"wp-image-387513\" title=\"| Craig Hordlow\"><\/figure>\n<p>When we talk about creating a video strategy, people usually see it as getting found on YouTube. And for good reason \u2013 billions of users access the platform every single month.<\/p>\n<p>And then comes an inevitable argument: \u201cI don\u2019t think my product or service is a good fit for YouTube.\u201d<\/p>\n<p>Yet, creating and marketing videos goes far beyond YouTube findability.<\/p>\n<p>Videos can make your content better, your product easier to understand and your brand more credible and relatable. Further, videos continue to receive exposure on Page 1 of Google\u2019s search results for an increasing number of queries.<\/p>\n<p>Even beyond that, a well-shaped video strategy can boost your overall SEO efforts. Here\u2019s how.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/31\/how-video-seo-can-boost-your-overall-digital-marketing-strategy\/#1_Deeper_understanding_of_your_customers_buying_journeys\" >1. Deeper understanding of your customers\u2019 buying journeys<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/31\/how-video-seo-can-boost-your-overall-digital-marketing-strategy\/#2_Better_on-SERP_visibility_through_video_carousels\" >2. Better on-SERP visibility through video carousels<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/31\/how-video-seo-can-boost-your-overall-digital-marketing-strategy\/#What_is_a_video_carousel\" >What is a video carousel?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/31\/how-video-seo-can-boost-your-overall-digital-marketing-strategy\/#3_More_visibility_in_organic_search_with_video-rich_snippets\" >3. More visibility in organic search with video-rich snippets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/31\/how-video-seo-can-boost-your-overall-digital-marketing-strategy\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Deeper_understanding_of_your_customers_buying_journeys\"><\/span><a><\/a>1. Deeper understanding of your customers\u2019 buying journeys<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Video keyword research allows for discovery regarding which queries your target audience is using when searching for videos.<\/p>\n<p>Knowing how your target audience is searching for related videos can give you a better understanding of their buying journeys, problems they are struggling to solve and tasks they are trying to complete.<\/p>\n<p>When we turn to video content, we tend to look for informational or entertaining content, but we may also be able to uncover content opportunities that naturally solve the customers\u2019 needs best in video format: how-to videos, product demonstrations, comparisons, and so on. A solid marketing strategy should always include both of these parts of buying journeys.<\/p>\n<p>If you compare Google and YouTube auto suggestions, you will notice that YouTube search attracts a specific type of audience. If you search Google for Google Chromebook, for example, the top suggestions will be <em>Google Chromebook laptop<\/em>, <em>Google Chromebook charger<\/em> and <em>Google Chromebook price<\/em> \u2013 all three clearly signaling a commercial intent (i.e., start of a buying journey).<\/p>\n<p>Some of YouTube\u2019s top suggestions for Google Chromebook are <em>Google Chromebook won\u2019t turn on<\/em> and <em>Google Chromebook tutorial for beginners,<\/em> which reflect an informational intent, possibly for a current owner of the product.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"800\" height=\"432\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/google-youtube-autocomplete-800x432.jpg\" alt=\"| Craig Hordlow\" class=\"wp-image-387524\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Not all YouTube suggestions have an informational intent, though. Based on YouTube autocomplete, people use the platform to find reviews of products from current customers of the brand, unboxing videos, as well as information on specific models.<\/p>\n<p>And yet, YouTube-driven buying journeys seem to be very different from those that happen in Google, which makes YouTube suggestions such a powerful addition to any keyword research strategy.<\/p>\n<p>A similar pattern applies to Google Video search, which often reveals a different angle or buying journey your target audience may take when researching their options.<\/p>\n<p>Like Google\u2019s regular search, the Google video section generates \u201crelated search\u201d suggestions underneath organic search results. Here again, video-related searches differ from those you will see when using Google\u2019s main search showing that people use Google videos for different purposes:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"800\" height=\"226\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/related-videos-800x226.jpg\" alt=\"| Craig Hordlow\" class=\"wp-image-387525\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>This way, Google Videos\u2019 related searches allow you to discover keywords you\u2019d miss if you were only relying on Google\u2019s regular search results.\u00a0<\/p>\n<p>To sum up, when you start researching video-driven search queries, you get a better understanding of your target market and where your product may fit in. Your overall SEO strategy becomes better informed than that of your competitors.<\/p>\n<p>Talk about a good way to find new \u201chelpful content\u201d opportunities! <img decoding=\"async\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/13.1.0\/72x72\/1f609.png\" alt=\"\ud83d\ude09\" class=\"wp-smiley\" title=\"| Craig Hordlow\"><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Better_on-SERP_visibility_through_video_carousels\"><\/span><a><\/a>2. Better on-SERP visibility through video carousels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google\u2019s search engine results are much more diverse, visual and interactive than they were a decade ago.<\/p>\n<p>These days Google\u2019s SERPs include related images, instant answers, popular questions, and more.<\/p>\n<p>One of the most visible sections is the one that includes related videos.<\/p>\n<p>Videos have gained huge visibility in organic search results, mainly through video carousels.<\/p>\n<p>Based on <a href=\"https:\/\/moz.com\/mozcast\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Mozcast<\/a> data, videos show up in at least 30% of Google\u2019s SERPs:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"606\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/IMN-3-606x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-387516\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>In many cases, video results are \u201cblended,\u201d i.e., they are included in a standalone section that is not an organic listing but is added within SERPs as a standalone element.<\/p>\n<p>This section is called a video carousel.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_a_video_carousel\"><\/span><a><\/a>What is a video carousel?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A video carousel is a separate search element within Google SERPs that contains related videos.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"276\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/IMN-4-276x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-387517\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Video carousels are often included on the first page of search results, but the location of the section may vary depending on the specific searcher\u2019s intent.<\/p>\n<p>Sometimes video carousels show up right on top of SERPs: Try searching for \u201chow to tie a tie,\u201d for example. The video-only search snippet and the video carousel dominate the whole above-the-fold part of the screen, especially if you search from a mobile device. For other queries, the section may be included lower on a search result page.<\/p>\n<p>In some cases, YouTube videos are not included into a carousel and simply act as organic results. This is different (a video actually counts towards the ten organic links that are allowed on page one) but still rewarding: You are able to see a huge thumbnail of the video, which is hard to miss, likely increasing the click-through rate for that rank position.<\/p>\n<p>In both cases (carousels and organic results), when accessed from a mobile device, this video can be played right within search results.<\/p>\n<p>In other words, in both of these cases, well-optimized and hence high-ranking videos that are branded provide additional visibility to a brand helping it dominate its target search result pages with more than a single organic listing.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_More_visibility_in_organic_search_with_video-rich_snippets\"><\/span><a><\/a>3. More visibility in organic search with video-rich snippets<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While YouTube video pages may act as organic listings giving you additional visibility, earning video-rich snippets allows you to get your own page ranked in the same SERPs.<\/p>\n<p><a href=\"https:\/\/www.internetmarketingninjas.com\/blog\/search-engine-optimization\/control-video-search-snippet\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Video rich snippets<\/a> are enriched organic search results that include a video thumbnail from the page, making the result that much harder to miss:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"276\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/IMN-5-276x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-387518\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Unlike video carousels that provide brands with indirect exposure (people clicking a video in a carousel normally land on that YouTube page or watch that video right away from within Google\u2019s search result page), video-rich snippets trigger a <strong>direct click to your site<\/strong>.<\/p>\n<p>To earn a video-rich snippet, publishers need to embed a video on that page and use <a href=\"https:\/\/www.internetmarketingninjas.com\/tools\/video-schema-generator\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">video schema<\/a>.<\/p>\n<p>Another benefit of earning a video-rich snippet is that it <strong>creates an expectation<\/strong>: People seeing a video thumbnail and clicking through to a page <strong>expect<\/strong> to find a video on that page, so they are more likely to stay on the page and watch the video. This, in turn, increases the probability that they will continue their journeys through the site, engage with your brand more, and dive deeper into the conversion funnel.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><a><\/a>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A video marketing strategy is more than making your brand or product findable on YouTube. When you start researching video opportunities, you\u2019ll get to understand your audience better and uncover more SEO opportunities. Additionally, you make your brand stand out in search by having your video show up in related carousels, ranking your YouTube page in organic search and\/or earning video snippets.<\/p>\n<p>Google has created a lot of opportunities to make your SEO strategy better informed and more diverse by including videos into your digital marketing routine. If you\u2019re unsure where to begin or don\u2019t have the resources to implement a video strategy yourself, a comprehensive <a href=\"https:\/\/www.internetmarketingninjas.com\/video-creation-and-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">video creation and marketing service<\/a> can help transform your digital presence, improve brand sentiment &amp; trust, and increase sales &amp; conversions across the web.<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/how-video-seo-can-boost-your-overall-digital-marketing-strategy-387512\" target=\"_blank\">How video SEO can boost your overall digital marketing strategy<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When we talk about creating a video strategy, people usually see it as getting found on YouTube. And for good reason \u2013 billions of users access the platform every single month. And then comes an inevitable argument: \u201cI don\u2019t think my product or service is a good fit for YouTube.\u201d Yet, creating and marketing videos goes far beyond YouTube findability. Videos can make your content better, your product easier to understand and your brand more credible and relatable. Further, videos continue to receive exposure on Page [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5804","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5804","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5804"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5804\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}