Implementing Effective SEO Strategies in Your Manufacturing Videos

By Partner, Matthew James Creative

We see them more and more everyday as we search on the Internet on our computers and smartphones. We aren’t specifically searching for them, but they appear. They’re integrated in various company rankings and the informative article postings pertaining to our desired searches. More and more companies are producing them because it enables a powerful story to be told about their products or services. You can see how products are made and then see them in action. Learn why companies have been in business for 80 years and why they are the best in what they do. Yes videos. Videos allow us to position our products and services in dynamic ways that stimulate our prospective customers senses to the point of interest and beyond. It's a long-term, organic approach to SEO, but videos will enable another avenue for you to position your company ahead of your competitors on the Internet. Here are some techniques and strategies you can implement to increase your visibility, rank and qualified visitor traffic with video SEO.

As written in our "Content Can Be King" article a few issues back, the most important SEO element to incorporate on your website is high-quality content. Now, as with many companies today, you should have a series of corporate, training or product videos that reside on your website or on your YouTube Page. These videos don't need a high production value to be considered rank worthy instead videos with smart, insightful and useful content for your targeted audience will create the visibility, rank and traffic you want. Sure higher end videos sometimes capture attention and stimulate the senses, but if it doesn’t contain pertinent content guess who's not coming back? You need to entertain by educating a targeted market with content that educates and provides solutions. Possible video options include helping your audience solve common industry challenges, provide tips to stay efficient and on track or educate them on a new product or service that will benefit their business efforts and their bottom line. These videos can be as simple as one of your company experts talking about specific solutions for industry challenges at a white board. Or, if you are showcasing a product being made, a well-scripted voiceover can explain the features and benefits of your products that make them exclusive to challenges customers face.

After your videos are produced, you will need to consider your video hosting options. YouTube is very common and easy to use. It's a great hosting option because it’s owned by Google and has a very high domain authority to provide a greater opportunity to increase your videos rank with selected keywords. We will discuss a way to "tie" these two together, keywords and videos, a little later. Another opportunity with using YouTube to host your videos is you can include content about your website with targeted back links to specific pages within your site on your YouTube video's page. This will direct prospective customers to exactly what interests them. Now YouTube's free hosting, playback and streaming capabilities are hard to beat, but with this aside, an even better option for those without budgetary constraints is to use a commercial, online video platform service. Why? You may ask. Well these services allow you to keep the valuable content you've created on your own website, so when your high-ranking video comes up in search results it's a link directly back to your site not to YouTube. Plus you get the SEO credit and benefits of the content of your video, as a result you're building your website scope and value not YouTube's. And guess what this can provide? You got it. Increased visibility, higher rank, qualified visitor traffic to your site, increased sales and now a very nice ROI.

If you currently have multiple videos that are housed in a resource library, or otherwise not directly linked within your site, always make sure to include a video site map so search engines can easily identify each of your video landing pages. This will ensure you are receiving the content credit your website deserves and the search engines are able to provide the proper resource value to your site. After all, content is king.

Another strategy with your videos is to organize them in some way either by their product, solution, or industry on your main video library, landing page. Then create a separate dedicated landing page for each video in your library. This technique will allow you to multiply your content, while providing on-page SEO keyword / triggers on every website page that has a video. Plus visitors now have the organization needed to find what they are looking for easily and are more likely to stay within your site and return in the future.

Now, back to "tying" your keywords in a video, to the video itself, to help increase the possibility of ranking its complete content. Here's the strategy: Because (html text) content plays a major rule in ranking, most videos, or the pages they're on, are missing out. Always include a description of the video, summary of the video and a transcript of the video as text in your HTML of the landing page for a rich source of short- and long-tailed keywords and fully developed content. Search engines see 100% of the content and rank accordingly. You have increased your site's opportunities to be seen as a large resource for your respective industries. This also offers another way to communicate to your visitors by providing the option to read or visually scan the video script at their own pace or after they view the video itself.

Allow your clients, fans and other third-party websites the opportunity to embed and share your resourceful videos. You will get another coveted back link and the reinforcing recognition of being an industry expert.

When your videos are set and published, take them social. Implement your completed videos in all of your social channels and include a quick description and back link to each specific video-landing page on a regular schedule. If you follow these suggestions, you might now possibly find one of your own videos ranking well with your next short- or long-tailed keyword search, and it will help many others find your video as well.

Jim Balog is a marketing executive and Partner & Co-owner of Matthew James Creative, a Pittsburgh based, full-service advertising agency that specializes in website design and programming and SEO growth programs. A graduate of Duquesne University, Jim has more than 26 years marketing and advertising experience with B to B and industrial manufacturing brands.

Jim can be reached at jim@matthewjamescreative.com, 412-508-8085 or via www.matthewjamescreative.com

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