Video is a very powerful tool for search. As people interact with video more frequently than any other medium, choosing your keywords wisely mean you can dominate relevant terminologies for your business.
SEO vs. SEM
With Google’s algorithms changing even more frequently, using content to boost your search credentials (SEM) is often better than backlinks (SEO). The two techniques are complementary but these days a successful Google ranking comes more from opinions through liking, sharing and commenting on the content's relevance as opposed to ranking it because it has 1000 backlinks with a high bounce rate. This doesn’t stop with Google. YouTube is the second last search engine so they can both be used to drive traffic.
How Organic Search Works
If you are going for organic search then YouTube is the only answer. 80% of videos that come up in Google’s universal search are, unsurprisingly, YouTube. To achieve organic search success, you have to complete keyword research early on, as keywords can shape or even dictate how your video/campaign will come together.
Building a campaign around targeted keywords can be very effective and requires a sustained approach to increase your authority, rank and reputation with most sector related keywords. The longer tail and more contextual you are, the more likely you are to rise to the top of the table, gaining a smaller but higher quality audience. The quality of your content also has a massive impact. The ratios and metrics of likes, shares and comments to views can get you to the top of YouTube, which in turn can boost your Google rank.
We have previously highlighted the concept of creating a content framework and suggested different content types. Brand & Strategy pieces are difficult to rank in search terms aside from your company name. Thought leadership pieces struggle unless they clearly industry specific. Product & Service and Sector & Market type pieces are perfect for search, as you will generally be able to select generic words that are used by your industry or people looking for your products. Don't always go for what simply looks or sounds good. Be functional and practical about making your content work harder for you.
Below are some campaign examples:
Campaign #1 (Service)
This year blueprint.tv produced a campaign to introduce the principles of video content marketing. The search impact of the campaign has been significant. It ranks top of YouTube for the term “Video Content Marketing”
It has also meant the company now ranks at the top of Google for the term “Video Content Marketing Agency”.
Campaign #2 (Product)
Williams were developing a system called a "hybrid flywheel". There are a dozen companies who manufacture these systems and competition is niche but tight. We produced this piece of content to explain the tech and a range of applications. We created a website for them to market the technology. The video got them to no.1 in Google for the term "Hybrid Flywheel" enabling them to shape the narrative of the market. The technology was then sold to GKN.
Campaign #3 (Sector)
EVCA (now Invest Europe) are the leading European association that represent the venture capital and private equity sectors. We produced this campaign to explain how private equity works. The campaign got to no. 2 in Google (underneath Wikipedia) for the term Private Equity generating 2-3,000 hits a month to their "About Us" page.
Using Paid Search
Using video in paid search or AdWords can be powerful. You can go after competitors names or products more aggressively and be broader with your keywords by paying a fee. Spend your money wisely and ideally find a Google Partner to assist you. There is an increasing amount of evidence to show that paid search contributes to SEO or SEM, but this has to be on the back of great content that resonates and relates to the audience.
This blog is Chapter 7 of our Beginner's Guide to Video Marketing. The rest of the guide can be found below: