SEO, SEM, SMO — what do they all mean? For those less familiar with these digital marketing terms: they are techniques used to increase a brand’s online presence.
- SEO (Search Engine Optimization) is organic digital marketing using focused keywords and specific content to increase rankings on search engine sites such as Google. This approach can be especially effective in allowing your content to be easily seen and shared online.
- SEM (Search Engine Marketing) is paid digital (pay-per-click) advertising on search engine sites, such as AdWords. This is a useful tool for promoting your content and ranking on the first page of Google.
- SMO (Social Media Optimization) is the strategy of creating a large following on your social media platforms so that your content is easily shared and promoted by peers and consumers.
With over 2.3M Google searches being conducted by the minute, SEO, SEM, and SMO will improve your business’ online presence and can easily be found by consumers searching for a service or product you provide. If you dream of one day having your business appear on the first page of Google search or engaging high numbers of consumers on social media, continue reading to learn essential techniques for using video to improve your brand’s online presence.
- Have a (SEO) Goal In Mind BEFORE Creating Your Video
Too often, brands lose faith in the power of SEO through video because they fail to clearly define their initial SEO goals. It is critical to decide BEFOREHAND what you want to achieve from the video content – generate tags and shares? Target specific markets and demographics? Promote brand exposure? Increase followers and conversions? If your video is made without an end goal in mind, it will likely fall flat, costing you time, money, and resources, not to mention poor ROI.
Generating social tags and shares along with building followers are two SEO goals to aim for, where utilizing video content is highly effective. We’re all familiar with viral videos– they generate an extremely high level of engagement in a short amount of time. However, now with millions of video content being uploaded every second, it’s becoming more difficult to make a video standout and “go viral”. In order to help your video stand out from the competition and quickly gain mass followers, keep your consumers in mind. Whether it’s laughter, shock and awe, or pulling at their heartstrings, a good strategy for producing video content is aiming to evoke an emotional response.
While increasing online engagement is important, ultimately every business owner’s objective is conversion. Video has proven to be a highly effective method to turn website visitors into customers. Implementing videos on your website’s landing page and throughout other pages can help keep visitors engaged and persuade them to purchase or inquire about a product or service. Whether it’s a video highlighting a product, explaining the use of it, or introducing your brand, there are a variety of videos your business can embed online to increase online conversions. In addition to embedding, writing rich snippets can convince a consumer to visit your page and watch your video. If you make can make a snippet stand out from the other online videos, you’re that much closer to increasing your SEO and online conversions.
- Know How To Properly Optimize Your Content
Keywords, meta descriptions, optimized titles, and backlinks — these are just a few of the ways to tailor your video content for optimal SEO. Begin by choosing a focus keyword that best describes the theme of your video. If you’re a real estate agent and your video highlights the different ways a seller can stage their home to increase buyer interest, your focus keyword could be “staging tips”. Next, make sure this focus keyword can be found in all of the video’s details. Make sure both the video title and description include the words “staging tips”, and add “staging tips” as one of the keywords for the video. In the video description, you can include links that take a viewer back to your site to help promote your online presence and brand.
While these are some of the more basic ways to optimize for search engines, you can take your SEO efforts a step further. To optimize for all of the content in your video, you can include a transcript of your video’s audio within the video description. This can really help further its relevance and increase your search result rankings.
The bottom line is the more (relevant) online video content you have, the more it will help improve your brand’s ranking on the first page of search engine sites, such as Google. For help creating high-quality videos that will improve your brand’s SEO and maximize your reach, give our team at Windward Productions a call today! And to read more tips on using video to promote your brand and increase online traffic, read some of our past blogs here.