Achieve Great SEO Using Animated Video
|August 27, 2014||Posted by Marianna under Marketing with Animations and Videos|
Search engine optimisation (SEO) is fundamental to positioning your business well, yet still many businesses overlook the importance of video in achieving high ranking.
An attractive online video can be a highly effective way of engaging potential customers, inspiring conversions and improving brand image; but how do you secure a high ranking in search results?
Including video on your website will in itself bring you closer to the top of search engine lists. However, it’s the quality of this material and supporting content that will really make a difference.
Your content should satisfy both your visitors and popular search engines. The style you use can help with this, and animation in your video in particular can help you to realise best results.
Want to know how? Here are some top tips for both beginners and experienced online marketers alike.
The Purpose of SEO
Often, businesses focus in the wrong areas when it comes to optimising their videos and websites. Considering that Google and other search engines have changed the criteria they look at when raking sites, this is hardly surprising – so don’t be disheartened!
An important thing to realise is that high-quality video on your website can significantly increase your ranking.
Search engines are fastidious when it comes to deciding where to place your website on their lists. The reason they do this is to help web users, so they are looking for sites that comply with certain standards. As long as you fulfill the measures they look for, it need not be difficult to raise your status.
For a start, Yahoo, Bing and others value video highly because they recognise that online viewers have a preference for visual content. This we can see from the popularity of sites like YouTube and Vimeo.
But including any old video won’t get you far. To rank above others, your video needs to draw viewers in and keep them engaged.
There are many factors search engines look at. One of these is how long your visitors spend on your website. The longer you retain them the better, and one of the best ways to do this is with a captivating animation.
Once your animated video draws people in, they will engage in your message. Animated videos are generally short – less than a couple of minutes long – and this time will fly by if your animation targets your audience well.
Having reached the end of your video, where the call-to-action is, visitors may then make a conversion – perhaps clicking to another page on your site, filling in a questionnaire or even making a purchase. All these actions will retain your visitor for longer and contribute to the criteria that get your business ranking higher.
Another way that search engines gauge a website’s use to web users is by measuring the amount of feedback it stimulates.
If visitors like and comment on a website’s content then this is desirable, as it signifies that the content is serving a purpose to web users.
You need, therefore, to produce a video that people will want to watch and will remark on.
Whatever the objective of your video, it should be inspiring so that visitors watch it all and express their pleasure, interest or opinion. Urging a constructive discussion can be incredibly beneficial, particularly of it includes useful information and key phrases.
Requesting feedback or a share within your video can help to attain comments, encourage engagement and boost SEO.
Search engines will recognise when your video is serving web users well and it will rank your website higher accordingly.
Use Relevant Key Phrases
Although keywords are not now the most important criteria for getting your website picked up in searches and reaching the top search engine results page (SERP), they are still important.
Your video should be rich with relevant if search engines are to rank it highly. You can show this by including keywords in the title, summary and supporting content.
Don’t overuse key phrases when describing your video, as this will get noticed by shrewd search engines and you will be penalised for it. Use relevant words and phrases in a natural, contructive and engaging manner.
Of course, to gain maximum benefit, you will first need to determine the relevant keywords for your video. Once you have done this, you can apply this to each location in which you feature your video.
You may also decide to add a transcript to your video, as this can enable you to optimise keyword use as well as make your video accessible to a wider audience. Reaching out to people who are hearing impaired could make a significant difference to brand image and conversions, as could attracting more foreign language speakers.
Your transcript can help your video get found in not just SERPs but also YouTube searches. It provides the exact content of your video, which is crawled and used to boost ranking.
Use an Attractive Still Image
Even if your video has highly useful and engaging content, this doesn’t guarantee it will get watched and commented on. An attractive thumbnail is key to drawing viewers in.
If your still image is intriguing and relevant, this will encourage your key audience to watch your video and engage in your message.
The more of your target market you get to watch your video, the more comments and shares you are likely to gain. And so goes the cycle of boosting your ranking even further.
Upload Your Video on Your Website and on Social Platforms
Posting your video on your website is an obvious first step, although it may not always be a great idea if your server is not powerful enough. A slow website is very unattractive to web users, so consider this when making your decision.
Whether or not you choose to feature your video on your website or not, you should certainly post it on streaming platforms like YouTube and Vimeo.
This will boost online visibility, comments and shares, and could even help your video go viral. It is a significant step towards optimising your search engine ranking.
Another important step is to include your video on all your company’s social media platforms, such as Facebook, Google Plus and Twitter.
The more places you feature your video, the more likes and shares you will achieve, which is instrumental to your ranking in search engines.
Seek Backlinks to Your Website
Including an engaging animated video on your website can be a fantastic way to generate backlinks.
Viewers who are intrigued by a video and believe it will be of interest to their friends or colleagues will provide a link to it on their website.
These backlinks from other websites are an effective way to increase SEO further.
You might even request a backlink from relevant viewers. The more relevant the website your video is embedded on or linked to, the better this is for your ranking.
Submit a Video Sitemap
If you include more than one video on your website or platforms, it is a good idea to create a video sitemap. This allows search engines to identify their use and suitably index them.
This can help search engines locate your video and exhibit the video thumbnail on search pages, which can be a key way to improve click-through numbers.
So, as discussed, the quality and impact of your video content is critical to getting ranked highly in search engines, but keyword and platform optimisation is also important. Follow these pointers we have provided, and you can be well on your way to achieving top SEO with your video.
If you have anything to add to this list, then please do let us know in the comments box provided.
Having learnt about the amazing benefits video can bring to your company and SEO, if you are considering investing in an animated video, the please give us a call on 0208 891 2077. At our Animation Company, we have a team of expert web marketers and industry specialised producers who will ensure your video is optimised for top search engine ranking.
This post is by Marianna.