9 ways you can help your audience find your video

9 ways to help your audience find your video.

Video has never been more popular.

Loved by consumers and marketers alike, it’s hands-down the most engaging way to connect with your target audience.

But video won’t do diddly squat for you if your audience never sees it.

You have to help your audience find your video.

If your video is the destination, your video optimisation strategy is the directions to help your target viewer find you.

What does your optimisation strategy include?

  • Video SEO and how to use keywords in your video file name, thumbnail, title, description, and tags.
  • How to create a better thumbnail.
  • Searchable captions
  • Where to add video transcripts
  • Using blog posts to support your video
  • Adding links to your video
  • Sharing your video across multiple platforms

 

 

Understanding video SEO

Woman smiling with seo graphics

Video SEO is an underused strategy in video marketing.

And that’s a lot opportunity.

It’s a process that influences the visibility of your video in a search engine’s unpaid results—referred to as “natural” or “organic” results.

Why is that important?

Ranking on page one in search results is how you attract the audience you want, without relying on paid advertising.

Video SEO is the key to discoverability

When we talk about discoverability, we’re referring to the ability of the content to be found by the right viewers.

The goal is to make sure that when potential viewers punch in queries relevant to your content, your videos appear in that coveted top slot of search results.

Your video might have all the right elements—high-quality visuals, compelling storytelling, captivating sound design—but without good video SEO, it’s like a billboard in the desert.

By implementing a video SEO strategy, you reduce the effort spent on pushing your video to the audience.

Instead, it lets your targeted audience find you.

Video content is 50 times more likely to drive organic search results than plain text

Video visibility and keywords

Woman holding hands like binoculars as if searching for keywords

With planned video content optimisation, your video will get more visibility in video search results, search engine results and social media feeds.

This is your reward for giving search engines as much relevant information as possible.

A crucial part of this content optimisation revolves around keywords.

By placing the right keywords in your…

  • video file name
  • video thumbnail
  • video title
  • video description
  • and tags

…you’re making it easier for Google to understand the content and match it to your audience ‘s search queries.

Where to add keywords to your video

It’s not enough to upload a high-quality video onto your website.

Corporate videos are also promoted by their content creators.

For more video views, start with choosing and using the right keywords.

What search queries would your video’s target audience type into the Google search bar?

Use these keyword search terms in the title, description and metatags for your video.

I’ll show you how below.

Target keywords in these locations will help your video rank higher in search results and get more views.

Here’s some detail on how you do this – this example uses a main keyword I often use: ‘recruitment video.’

Arrow pointing to vimeo video title field

Add the main keyword to the video file name & title

Before you upload your video, re-name the file name to include your keyword phrase.

Place dashes between each word like this: recruitment-video-hastings-deering

Once you upload [most likely to YouTube or Vimeo] add your title.

Your keyword phrase should be as close to the start of the title as possible while still making sense.

Keep your title under 70 characters. Google cuts off characters longer than this in search results.

Also read: How to build a video library

Arrow pointing to vimeo video description field

Add your keyword to the description box

Adding keywords to the description is one of video’s most underused SEO tactics.

It helps search engines better understand the topic of the video, so it comes up in search results for that keyword.

You’d ideally add the main keyword in the first or second line of text in the description box.

By adding a keyword to your video description, you’re increasing the odds that people will find your video when searching online.

 

Add the main keyword to tags

Add keyword to tag

Your target keywords added to tags add another layer to rank your video.

In this Hubspot blog post, you can follow the step-by-step process on how to add to YouTube videos.

 

 

Create attention-grabbing thumbnails

Fundraising thankyou video for w. Jpg

Your thumbnail image indicates what your viewer can expect from your video.

It should show what the video is about at a glance.

If your video thumbnail includes your keyword, that’s a keyword bonus to lift you higher in Google search results.

So be a bit fussy here.

If you upload your video to YouTube, you only get a few screenshots to choose from – instead, select a screenshot from the original video before you upload it.

Save your thumbnail with the keyword or keyword phrase in the file name.

This is another signpost for Google.

Thumbnail impressions count towards YouTube’s algorithm, so don’t skimp on quality.

If you think the thumbnail screenshot could do with more oomph or needs the addition of your keyword, take your screenshot into a program like Canva to pretty it up or add the keyword within a title.

 

Videos are more searchable with closed captions

Captions enhance your video’s accessibility to a larger audience.

With increased views, your return on investment is higher.

If your keyword or keyword phrase is in the video narration, closed captions will give you another keyword boost.

Google’s algorithms take closed captions into account when ranking videos

Yet another way to increase organic traffic.

If you use a video creation tool that allows you to add closed captions, turn on this feature.

In this Techsmith post, they take you through the why and how.

If you are working with a video production company – ta da, like us – they can do this for you.

A video transcript gives Google more clues

Video transcript added to description box of a video loaded on to vimeo

Adding the video’s transcript will improve its discoverability.

And bring more traffic to your website.

  • Add the transcript to the video’s description
  • Embed it in the website copy below your video
  • Create a blog post that includes the transcript

There are many ways to create a transcript from your video – this can be done for you if you’re using a video production company or you can do it yourself by uploading to a site like rev.com. Easy peasy.

Transcripts are important SEO real estate for video content, and you can also significantly improve your click-through rate by adding clickable links to the transcript document.

 

Create a blog post to support your video production

Man and woman qld fisheries officers chatting to each other and smiling

The more types of content you can create around your video, the better.

A blog post adds another layer of marketing punch to your video project and gives you room to expand the topic of your video.

When creating your blog post, include your relevant keywords and the video’s transcript to lift your overall SEO.

From the blog, link back to your video to help increase its views and engagement.

 

Add a video preview to emails

Video thumbnail with graphic play button

You can’t currently embed video in emails, but here’s the workaround.

You can create a short sneak peek GIF from your video to drag and drop straight into your email.

A 3 or 4-second GIF from your video in an email, with a link below it that directs back to the full video, will give your email a higher engagement rate and get more eyes on your video.

The GIF also gives you extra precious seconds of reader attention, increasing the odds they’ll click your email link to boost your click-through rate.

I create our GIFs directly from a video uploaded to Vimeo – but we have a paid account.

You can find a list of free gif makers here.

For email, your GIF file size should be no bigger than 500KB, and keep the number of frames to around 15 frames, as this will help optimise the file size.

 

Add a link to your video in your email signature

Email signature banner example

A link back to your video on every email you send?

Sounds like a great idea to me.

This is valuable real estate we should all make more use of.

Your video just needs to be hosted online so you can copy the URL.

Paste the URL as a hyperlink within your email signature.

You could add the hyperlink to text – or add to a signature image (easy to create in Canva.)

 

Send links to your video

There are three link types:

  1. An internal link is any page within your site to another page within your site.
  2. An external link is a link from one of your pages to somebody else’s page.
  3. A backlink is when somebody links to your page from their own page.

The first place to get more video views is with internal links.

  1. If you’ve created a blog post on a different page, link it to your video
  2. You could add a link to your video from your About page
  3. You could add a link from your Contact Us page

And don’t forget to link to your video from your social media posts and email signature.

 

 

Share your video to social channels

Share video to social media

Increase the discoverability of your video by sharing it on social networks.

But there’s a great divide between the video you want and need for your website or YouTube Channel and the video content best suited to social media platforms.

So even though you may have started with a longer video, it’s best to use short edits pulled from the longer video for cross-posting to social platforms – to match the short attention span of this scrolling audience demographic!

In our production process, we would create your longer multi-minute corporate video first – then pull out your short social media versions.

And because phone viewing is usually with sound off on social channels, you need captions for these versions.

If you post on social media platforms like Facebook and Linkedin, you can also add clickable links back to your main video or the matching blog. 

Also read: LinkedIn video content for B2B marketing: Tips and best practices

 

Predicted SEO trends for video content

Graphic title: trends

Keep your video content afloat by looking ahead and adapting to predicted trends.

These trends include:

  • Optimising for voice searches
  • Mobile-friendliness
  • User intent and semantic search

The rising importance of voice search 

One of the upcoming SEO trends is voice search compatibility due to the increasing usage of digital assistants. 

Optimising your video content for voice searches puts you ahead of competitors who miss this approaching trend.

How do you do this?

1. Focus on natural language

People use natural speech patterns when using voice search. So, use conversational language in your video’s script, titles, and descriptions. 

2. Use long-tail keywords

This is a keyword phrase that contains at least three words and mirrors how people naturally speak. 

3. Create detailed descriptions

Write longer, informative video descriptions. Include relevant keywords and phrases that voice search users might use.

4. Use transcripts

Add transcripts of your videos in the description box. Transcripts make the content accessible to search engines for voice query matching.

5. Incorporate question-based content

Voice searches often start with who, what, where, when, why, and how.

Develop content that answers common questions about your topic.

You add this question-based content to the video’s narration.

6. Optimise for local searches

If relevant, include local keywords and phrases, as many voice searches are location-based. 

Include local keywords and phrases in several places:

  • Video title: Use local keywords relevant to the content and the target location.
  • Video description: Integrate local phrases and location-specific information in the video’s description box on the hosting platform.
  • Tags: Add local keywords as tags when uploading the video.
  • Transcripts and captions: If your video narration mentions a location, your transcript and captions will include local references.
Man watching video on a mobile

The soaring usage of mobile devices

Equally growth-poised is mobile optimisation.

So, videos optimised for mobile viewing will predictably have a competitive edge.

Optimising videos for mobile viewing involves several steps:

1. Responsive design

This ensures your video displays correctly on different screen sizes, particularly on smaller smartphone screens.

 2. Compress video files

Optimise video file sizes for quicker loading on mobile devices without compromising quality.

 3. Shorter duration

Mobile users often prefer quick, digestible content.

 4. Clear and legible text

Use larger text sizes in your videos to ensure readability on small screens.

 5. Optimised thumbnails

Design video thumbnails that are clear and engaging, even on small mobile screens.

6. Mobile-friendly platforms

Host your videos on mobile-friendly platforms, like YouTube and Vimeo, for a smooth viewing experience.

Graphic search field with lightbulb

A shift towards user intent and semantic search

Google’s algorithm updates indicate a shift towards user intent and semantic search. 

User intent and semantic search are related but different. 

User intent refers to a person’s underlying purpose or goal when searching. 

User intent is more about the human aspect of why a search is performed. 

It’s about understanding what the searcher is looking for. 

Semantic search is the process search engines use to understand the context and meaning of search queries. 

Semantic search is where the focus swings from keywords to understanding the intent behind those keywords. 

To align content with both semantic and user intent search:

1. Understand user intent

Know what your audience seeks – information, a specific answer, comparing one service against another, etc.

2. Topic-focused content

Create video content that thoroughly covers a topic, addressing various subtopics and related questions.

3. Use natural language

Write conversationally, reflecting how people speak and ask questions.

4. Include contextual keywords

Use relevant keywords, synonyms, and related terms that add depth and context to your narration and description.

5. Structured content

Organise your video description clearly with headings, bullet points, and paragraphs to make it understandable. A well-structured description helps viewers and search engines quickly understand what the video is about.

6. Utilise schema markup

Apply structured data to web pages where the video is embedded to help search engines better understand the context of your content.

It helps improve SEO for the page where the video is featured.

7. Create quality, valuable content

Ensure your content is informative, accurate, and helpful to the reader.

By focusing on these strategies, your video content resonates with user intent and aligns with semantic search principles.

Boosting your video’s discoverability and relevance.

And superior SERP positioning.  

Video on your radar?