Are you making videos to promote your website and yet getting little engagement with them? If so don’t worry as you’re not alone. The following useful pointers on how to optimise your videos to drive up engagement may be of use.
How to Video SEO and drive higher engagement
Based on a Syndacast study, a greater portion of modern web consumption will be based on video watching in 2017. The study found that 70% of marketers report that users convert better after watching a video than any other content medium.
In order to drive traffic towards your video you must:
1. Make its title search engine friendly by utilizing keyword research and then applying concise, yet attractive titles to your videos. Use Google’s Keyword Planner to get you started on your keyword research process.
The following video is a good tutorial on how to get started with Google’s Keyword Planner if you’ve never used it before.
2. Another way to boost views is by adding a transcript which will provide more keyword indexing opportunities and thus make it more search friendly, especially for long tail search. After you upload your video to YouTube you will be able to download a computer generated transcript of the video (NB: sometimes you have to wait 24 hours for the transcript to be available).
Once it is, simply go through and edit it to ensure it accurately reflects the words spoken in the video as YouTubes Autotranscript service tends to get you around 80% of the way there but with 20% mistakes.
The following video is a good walk through of the process steps you can follow to get this done.
3. You should adapt the video length depending on the platform you are promoting it on. For example, long form videos of 10 minutes or so are OK for the YouTube audience (although 5 to 8 minutes is optimal in our testing), but should be not much longer than 1 minute for Facebook and around 30 seconds for Twitter. As such you’ll need to prepare various edits depending on the platform you are targeting.
4. React to comments and engage with your audience. When people take the time to comment on your video it’s imperative you answer any questions they pose and generally continue the conversation with them. Ensure to use the @ handle of the user so they see your response.
5. Study the analytics on the platform you uploaded the video to. How long are people watching up to on average? What happens at that drop off point that you could improve in future videos? Learning how your users interact with your videos is key so you can optimise your means of production in future.
- Create a title that is search engine friendly, and make sure video length is appropriate for the channel in which it will be viewed.
- Include transcripts to help viewers follow along, and engage with them after sharing.
- Know how to utilize analytic information, and learn to tell what data is important.
“YouTube and others offer their own transcripts, albeit with mistakes, which you can then go through and correct.”
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