Search engine optimization is a key part of online marketing because search is one of the primary ways that users navigate the web. In 2014, over 2.5 trillion searches were conducted worldwide across search engines such as Google, Bing, Yahoo, Baidu, and Yandex. For most websites, traffic that comes from search engines (known as "natural" or "organic" traffic) accounts for a large portion of their total traffic.
People have more options than ever on where they’re starting their research, both in the traditional website sense (i.e., Google, Amazon, Pinterest, Facebook, Next Door, Trivago, Houzz), but also in new ways with voice search on Siri, Alexa, or Google Home. Tactically, of course, everything is different, but that’s the case with all marketing: the “how” will constantly evolve.
The combination of charisma, charm and intellect has helped catapult Sharpe to the top of the heap. In a recent conversation with him, I wanted to learn what it truly took to become an expert digital marketer. And one of the most important takeaways from that phone call was that if he could do it, anyone could do it. For someone who failed so devastatingly very early on in life, to rise from the ashes like a phoenix was no easy feat.
If you own, manage, monetize, or promote online content via Google Search, this guide is meant for you. You might be the owner of a growing and thriving business, the webmaster of a dozen sites, the SEO specialist in a Web agency or a DIY SEO ninja passionate about the mechanics of Search : this guide is meant for you. If you're interested in having a complete overview of the basics of SEO according to our best practices, you are indeed in the right place. This guide won't provide any secrets that'll automatically rank your site first in Google (sorry!), but following the best practices outlined below will hopefully make it easier for search engines to crawl, index and understand your content.
Many of the classic SEO elements still hold a lot of weight, things like incoming links and internal structures so we’re having to optimize for those but at the same time most see the writing on the wall – AI is pushing its way into the algorithm and with it an increased ability for Google to understand a user’s intent and whether a page meets that intent and deliver that as a result that irrespective of many of those classic signals.
Bulgarian, Catalan, Chinese (China), Chinese (Hong Kong), Chinese (Taiwan), Croatian, Czech, Danish, Dutch, Dutch (Belgium), English (Australia), English (Canada), English (New Zealand), English (South Africa), English (UK), English (US), French (Canada), French (France), Galician, German, Italian, Japanese, Norwegian (Bokmål), Persian, Polish, Portuguese (Brazil), Portuguese (Portugal), Romanian, Russian, Serbian, Spanish (Argentina), Spanish (Chile), Spanish (Mexico), Spanish (Spain), Spanish (Venezuela), Swedish, Turkish, and Vietnamese.
Video can also provide social proof for your product or service. According to WebDam, customer testimonials have the highest effectiveness rating for content marketing at 89%. When creating video success stories focus on the story of your customer and the success he/she achieved from using your product/service. This nifty question template from Copyblogger will help you create awesome and human-focused video and written testimonials.
Two more terms people use for keywords are LSI keywords or semantic keywords. LSI stands for latent semantic indexing, which is a kind of smart word association search engines use to figure out what to show searchers. This can help search engines decide whether to show results for the movie or the ship when a searcher looks for information on “Titanic”.
There are two crucial components to any video: audio and visuals. On production day, you want to make sure both are meeting your standards. You’ll want to test all your equipment and work with an experienced producer to get the best sound and picture possible. You’ll want to check all the sound equipment (mics, booms, and more), as well as all your camera equipment. If you’re on set, make sure your shots match your storyboard and your brand style. If you’re not on set, ask for photos or video chat for a few minutes to make sure your video is coming together as it should.
Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion. Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015). Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016). Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.
Try to keep social content videos under 30 seconds. Pay attention to aspects unique to social media, like muted autoplay and video looping; you can actually use these tools to your advantage by playing with silent audio and creating seemingly endless loops. Also take advantage of highlighting positive customer feedback in your social videos — this increases your credibility and spreads positive word of mouth.
Search Engine Optimization (SEO): Maximizes search result exposure by targeting and driving Web traffic and ultimately delivering increased sales. The majority of search engine page results come from unpaid or organic search. SEO optimizes websites to ensure top search engine placement, such as Google, as only 15 percent of searchers continue beyond page one.
Technical SEO is becoming more and more complex with mobile, semantic data, and page speed layered on top of more traditional on-site issues. At the same time, the engines have become, and will continue to become, more attuned to truly understanding what a searcher’s needs are and returning the most useful answer, rather than the best optimized, most linked to page.
Video marketing has countless benefits, but there’s one in particular we want to focus on: improving SEO. Search engine optimization has become such an invaluable tool for marketers; 64 percent of users use search in their I-want-to-buy moments, and 71 percent visit a retailer website or app when they’re in the decision-making stage. That means it’s crucial for your website to not only rank on search engine results pages (SERPs), but rank high.
This is also about expectations. Anyone that tries to sell you a get-rich-quick scheme is selling you short. There is no such thing. You have to put in the time and do the work, adding enormous amounts of value along the way. That's the truth of the matter and that's precisely what it takes. Once you understand that it's all about delivering sincere value, you need to understand where the money comes from.
There are plenty of tactics you can use to ensure your videos get found easier in search engines. The first thing you should do to derive the maximum SEO value from your video (before you upload your video to any sharing sites) is to host it on your own domain. It’s also important to enable embedding on your video as this will help you increase the likelihood of receiving inbound marketing links. Oh and don’t forget to avail of video sitemaps – in this nifty document Google explains how to create a video sitemap with ease.
Google uses a hyperlink based algorithm (known as ‘PageRank’) to calculate the popularity and authority of a page, and while Google is far more sophisticated today, this is still a fundamental signal in ranking. SEO can therefore also include activity to help improve the number and quality of ‘inbound links’ to a website, from other websites. This activity has historically been known as ‘link building’, but is really just marketing a brand with an emphasis online, through content or digital PR for example.
And always shop around Extended ArticleHow Much Does It Cost to Produce a Video?Video is probably the most compelling way to tell your company’s brand story. But video shoots are difficult and time consuming to organize, and… Read More — not just literally, but figuratively. Ask industry experts how much they charge for certain services (scripting, sound editing, social media distribution, etc.) and how much you might expect to pay if you hired a freelancer or full-time employee instead. Most agencies are more than happy to give you any information you might want, or guide you to others who can better help.