Video’s ability to produce staggering numbers in user engagement and qualified leads makes it a formidable format for content marketing. A Syndacast study predicts that 74% of all internet traffic will be video in 2017. In the past year, 70% of marketing professionals reported that video converted better than any other medium, and a video on a landing page increased conversions by as much as 80%.
But providing engaging videos is a process, and it doesn’t end once you’ve finished creating the visual content. Many factors can impact whether a video engages audiences. You may have excellent visual content uploaded to your website, blogs, and social media pages but no reaction from the public.
What went wrong? Well, it could be a number of things, from subpar SEO to a lack of a video transcription, or failure to use your video’s analytics properly. Let’s take a look at where you may have gone wrong, shall we?
Your title isn’t SEO friendly
An SEO friendly title includes highly searched keywords arranged into a title that fits under the search engine’s character limit. Google truncates titles to 70 characters before it cuts them off with an ellipsis. This is a recent improvement from Google’s previous character count of 55 to 60 characters and for that we are thankful, but now you have even less of an excuse for your titles to extend past the character limit.
Watch the length (before Google cuts it off in search) and make sure your keywords and keyword phrases are toward the beginning of the title. Make sure to form your titles for semantic searches (what would people type in the Google search bar if they were searching for this info?). This is why how-to post titles do so well – people type “how to … do something” in Google.
To find the popular, relevant keywords, try Google’s Keyword Planner, a free tool that shows search volumes for keywords. Keep in mind when forming your video page title for SEO that it doesn’t have to match your video’s actual title. While you have leeway to choose highly searched keywords, beware of keyword stuffing – overloading a page with keywords to manipulate rankings. If your title isn’t easily understood by searchers, it won’t rank well on Google.
Your video lacks a transcript
Google can’t read visual content, just the metadata that accompanies it. Transcribing your video can make it more search-friendly because it’s something that Google can index.
You can easily upload transcripts to your videos on YouTube and other platforms by choosing the upload or add-captions option. YouTube and others offer their own transcripts, albeit with mistakes, which you can then go through and correct. Your transcript should include the speakers’ names. If the speakers are off camera, include their names in parentheses. Meaningful sounds and music [<img src="https://s.w.org/images/core/emoji/72×72/1f3b6.png" alt="