30 second summary:
- YouTube is one of the most featured domains on Google.
- Unlike other strong feature sites, YouTube.com gives any brand an easy way to host a branded asset for it to be featured.
- For every keyword-driven content item you create, create a video version for more opportunities for video-driven snippets.
- There are tools out there that make video creation very scalable. This includes online video artists and zoom.
- Regardless of how you create these videos, make sure there is a meaningful (even search-optimized) voiceover, as Google will use this (and the video transcripts) to generate selected snippets.
- Use traditional SEO methods to help Google discover and rate your videos. As with regularly presented snippets, video snippets depend heavily on the organic rankings.
YouTube offers brands all kinds of unique marketing opportunities, one of which is to build additional organic visibility through both Video carousels and featured excerpts.
According to Ahrefs, YouTube.com is in the top five organic searches after 139,830,455 searches. It is made available for 1,177,203 requests (as of September 2020).
[Screenshot source: Ahrefs as of September 2020]
This makes YouTube one of the most featured domains.
For comparison, en.wikipedia.org is provided for 2,644,918 search queries (again based on Ahrefs data).
Unlike Wikipedia, YouTube videos can be owned by brands. Anyone can create a YouTube video and introduce themselves with it. This means that the video creator has full control over the message of the featured asset.
This is gold.
It’s not easy to see why YouTube is so popular:
- Are YouTube videos featured because they rank so high?
- Or, YouTube videos are featured because Google has found that these searches are best satisfied with video content
We definitely know one thing: you should provide videos if you want to build additional brand awareness in organic search.
How can you improve your branding function by creating video content?
1. Create more videos
This one is pretty obvious, but this is the basic step that needs to be covered.
Feel free to video capture all of the relevant search results in your niche and try to capture all of these opportunities with your own videos. This strategy has the right to exist, but it has some problems:
- They are competing with existing assets that have since accumulated all kinds of solid signals (views, backlinks, and other such factors). So don’t expect this to be easy.
- You limit your strategy to existing opportunities that may be known to all competitors. You are doomed to always be back.
- Selected snippets are dynamic. Until you finally have solid capital to compete, that opportunity may no longer exist.
Create a broader strategy to make sure you create your own opportunities, and gradually also track all of the existing opportunities instead of tracking each and every opportunity.
Simply put, turn all of your text-based content into video format.
That sounds intimidating, but it is quite doable. I use two tools that make the process incredibly easy:
2. Zoom in to record walkthroughs and tutorials
With the free version of you can record yourself and explain each process Zooming. The process may take you some time to get used to, but you will become more and more comfortable with it in the future. After 2-3 video tutorials, it takes 30 minutes to create a 3-minute video. Trust me.
[Screenshot created by the author: September 2020]
I am sure that other virtual meeting solutions are also suitable for this purpose:
The best thing about Zoom is that it is free and has a nice HD export of recorded videos.
3. Renderforest to convert text into videos
While adjusting the zoom may take some time, Renderforest provides video creation tools that don’t take time to figure out. It’s easy to use and can be used to turn any article into a video.
To get a better feel for the tool, just grab your article subheadings and use their text-to-video option to convert these to video:
[Screenshot source: Renderforest]
Renderforest offers templates for creating whiteboard videos, explainer videos, step-by-step tutorials, and more.
Overall, of all the online video artists I’ve tried over the years, it seems the easiest to adjust to. And that saves a lot of time. It costs around $ 7 a month, which is pretty affordable too.
4. Use a meaningful, well-structured voice-over for your YouTube video
Now I don’t have any serious study behind this claim, so take that with a grain of salt. In my own experience, unless it has a meaningful voice over, your video won’t show.
Take a look at one of the examples of featured videos: Inside the box is a text instruction:
[Screenshot source: Google search as of September 2020]
This is generated from the video titles that are automatically created based on the video voice over:
[Screenshot source: YouTube as of September 2020]
This seems to support my claim: if Google can’t find some text, it is not that ready to post a video.
So invest some time in creating a voice-over.
If you’re using Zoom, you can just read instructions while you record your tutorial. If you use Renderforest you can synchronize Your voice over with your video. Both methods are pretty doable.
4. Optimize videos with traditional SEO
YouTube SEO is not that different from SEO processes. This article describes the Process pretty well here. Basically you only need:
- ONE Keyword optimized Name of the video (which will also be the page title)
- A detailed video description (use your keywords there too). Feel free to create one clickable timestamps to guide viewers to specific sections of the video. These are also indexed by Google.
More importantly, you will need some links to your video. At least a link to every video from your own website (both manually from your articles and with some plugins send the sitewide links to your videos). This will help him rank.
Hopefully, this video strategy will better introduce your brand. But it will also help you create more content assets that you can market on social media to drive engagement and create more traffic generating channels. Good luck!
Ann Smarty is the Brand and Community Manager at InternetMarketingNinjas.com. She can be found on Twitter @seosmarty.