by Fronetics | Apr 16, 2019 | Blog, Content Marketing, Marketing, SEO, Video Marketing
With the growing popularity of video, it’s harder for video posts to rank in search results. Here’s what marketers need to know about SEO and video posts.
Highlights:
- When choosing your video hosting platform, it’s important to consider the reasons why you want your videos to rank, such as lead generation or brand awareness.
- Spend time crafting an engaging video title and description and make sure to use keywords audiences are actually searching for.
- Don’t solely rely on optimizing your video to receive placement on search engines. It’s just as important that the rest of the page is optimized for SEO.
Video transcript:
I’m Ulrika Gerth, and I’m the Content Writer and Strategist at Fronetics. Today I’m going to talk about what you need to know about SEO and video posts.
So video SEO is simply optimizing your video to be indexed and rank on the search engine results pages, like Google.
In the last few years, video marketing has become more and more popular among businesses and it’s easy to see why. It’s cost effective and easy to produce. But with the explosion of video, it’s also become much harder to get ranked on universal search results.
Here are a few ways to optimize your videos.
1. Pick the best platform.
When choosing your video hosting platform, you need to consider the reasons why you want your videos to rank. Are you optimizing your video to gain traffic and generate leads? Or are you more interested in thought leadership and brand awareness?
2. Make the video engaging.
The video thumbnail is what searchers will see when your video is indexed, and therefore it plays an important role in whether they will click on your video.
3. Pay attention to the title and description of your video.
Just like they do for a blog post, the title and description play a role in ranking videos. Spend time crafting an engaging video title and description. Make sure you do keyword research so you use keywords people are actually searching for.
4. Ensure the rest of your page is relevant to the video and optimized for SEO.
You can’t rely only on optimizing your video to receive placement on search engines. It’s just as important that the rest of the page is optimized for SEO, or the search engines won’t bother to crawl it in the first place.
For more information, visit fronetics.com.
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by Fronetics | Jan 10, 2018 | Blog, Content Marketing, Marketing
Those writing for SEO need to be conscious of how users are being more conversational in their search queries and how search engines are analyzing phrases over keywords.
This is part two of a four-part series about writing for SEO for supply chain marketers.
Last week, we kicked off our Writing for SEO series by taking a look at how search engines are changing. As we delve further into updated strategies for effective SEO writing for supply chain marketers, today we’ll explore the ways in which people are changing their search behaviors, and what that means for your content.
Search queries are turning conversational
Before we start quoting studies and scholarly research, think for a minute about how you search the web, and how that’s changed over the past several years. Chances are, you do lots of searching on your phone, sometimes using voice search. (“Siri, what’s the fastest pizza delivery in my neighborhood?”) And you’re probably “talking” to the internet more like a friend than an encyclopedia.
The studies back us up. According to HubSpot’s blog, “Amplified by the rise of mobile and voice search, queries have become more and more conversational.” A few years ago people tended to enter a single term into a search engine. Now they’re increasingly asking questions and using full, complex sentences.
Search engines are responding. In order to understand this new type of query better, much of Google’s product development in the past 3-4 years has been about natural language processing. The 2013 introduction of Hummingbird, Google’s search algorithm, is a prime example.
Writing for SEO with topics over keywords
Search algorithms like Hummingbird have begun analyzing phrases rather than relying solely on keywords. This is big news for writing for SEO. As Google and other search engines move from keyword to topic-focused SEO, you need to be adjusting your content strategy to maximize your visibility.
We pointed out last week that keyword rankings aren’t as reliable as they used to be. In summary, search engines have evolved beyond the point that everyone gets the same results from a query (depending on location, search history, etc.). Therefore rank can change drastically depending on context. Now we’re looking at the same issue from the user end.
“The traditional view of ‘keywords’ in search has changed,” according to HubSpot. Traditional writing for SEO technique tells us that there were about 10-20 “big keywords” that were sought after for ranking within a topic. Now, there are hundreds or thousands of “long-tale variations” that people regularly search for within a topic — and change based on location.
To boil it all down, it’s no longer enough to dominate a few words. What’s important is broad visibility across a topic.
Make sure to read the other posts in our series, part 1: Writing for SEO: Search Engines are Changing, part 3: Writing for SEO: Topic Clusters and Pillar Content (NOT Keywords), and part 4: Writing for SEO: Measuring the Success of Your Content.
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by Fronetics | Jan 3, 2018 | Blog, Content Marketing, Marketing
In part one of a four-part series on writing for SEO, we address how search engines and the search landscape have changed recently.
Content marketing has seen a lot of changes in the past few years. These changes are largely results of the rapidly evolving search landscape, as well as a seismic shift in the way people are actually discovering content. New, more sophisticated search algorithms, changes in the way people use search engines, and new ways that marketers develop their content are just a few of the contributing factors and outcomes.
Over the next few weeks, we’ll be writing a series of posts examining how marketers should approach writing for SEO in this new landscape. Today, we’re exploring specifically how search engines have evolved — something they are always doing, as they improve to help searchers find the content that best answers their queries.
Are keyword rankings still important?
It’s important to recognize that as search engines change the way they process and evaluate content, older metrics of SEO success aren’t as reliable as they used to be. Take keyword rankings for example. While conventional wisdom tells us that it’s absolutely necessary for content marketers to check their Google keyword rankings for target keywords, debate has swirled recently about the actual reliability of this metric.
Why is this once-standard metric being called into question? The answer is largely about context: Search engines have evolved beyond the point where everyone gets the same results of a query, and therefore rank can change drastically depending on context.
Location-based searches are one of the most obvious and important contextual variables. Simply put, depending on where you’re searching from, you’ll see different search results. This makes it difficult and unreliable to evaluate success based on keyword rankings alone.
Featured snippets
In addition to keyword-ranking problems, search engines are starting to dictate how content should be structured — particularly with the increased appearance of featured snippets. These snippets typically display content from within one of the pages ranking on page one of a question-based query, directly answering the question searched for without the user ever having to visit the actual page.
Fronetics has the featured snippet for Supply Chain Management MBA Programs.
A recent study found that of 1.4 million queries, 30% showed a featured snippet — that’s big growth. This means that content that ranks within the featured snippet section often gets a much greater share of the traffic for the given query. For content creators, this points to a need to restructure content to try to appear within these featured snippets.
Changes to the way search engines work do present a challenge for content creators writing for SEO. But keeping pace with the ever-changing technology is key to keeping your content relevant.
Make sure to check out part 2 in our series, Writing for SEO: People Are Changing How They Search, part 3, Writing for SEO: Topic Clusters and Pillar Content (NOT Keywords), and part 4, Writing for SEO: Measuring the Success of Your Content.
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