I’d like to talk to you a little bit about using video to boost your SEO. Before you start a video, before you create anything, it’s really important to know what your goals are for the video and how you’re going to use them. So what can your video goals be? You can use videos to get rich snippets and then boost your search results, you can use videos to increase brand awareness, videos are great for creating conversions, and videos can be used to drive links and social shares.
So, Rich Snippets for videos. What does that mean? In order to create rich snippets for your videos, you need to create a video sitemap. This is optional and Google can help walk you through this process. Next, you’re going to want to go to schema.org and create onsite video markup. I have an example on the presentation below, you can see a little bit about what this looks like. Last, you want to have a video translation. This will be a transcript that you’ll create from your video. There are lots of services online that can do this for you and you will want to either upload that into YouTube if that’s where your video will live, or that transcript can go right on your website, right along with the video as a blog post if that’s how you’re going to use it.
Next, if you want to use videos to create brand awareness, you want to do a couple of things here. You want to make sure that your logo and any identifying information for your law firm are on the video. That can either be on the thumbnail when the video starts, at the end, you can say the company name throughout, any of those things work.
Next, you want to make sure you have a unique and identifiable format for the video. This will give people something to look forward to and something for your company, your law firm, to be known as. If you want to create conversions with videos, you want to do a couple of things. First, you want to have an engaging and exciting video thumbnail. That’s the little resting image that you see on a video and you want to have it be something that people can see your face, having your face on there gets higher clicks, and also have the title and make it interesting, make it pop, make it exciting. If you are using video to create conversions, you definitely want to try using them in your advertising efforts. This can be on LinkedIn, on Facebook, on Instagram, on YouTube, any of those are fine, but try it with your advertising. It works really well.
Last but not least for creating conversions with video, you want to make sure that you have a strong call to action. Make sure that people know what you want them to do when the video ends, otherwise they’re just going to play it and go, “Okay, that was cool.” Maybe a couple of people will click on your website or find you after that, but generally speaking, unless you tell people what to do, they’re just going to watch the next video that comes up.
If you are hoping to use video to get more links and social shares, here’s what you need to do. First and foremost, be yourself. Make sure your videos are unique, creative, and that they’re authentic, so people get a sense of who you are in the videos. Next, create really cool titles and video descriptions that let people know exactly what’s happening in the video. Don’t just create a title to get clicks because then people are going to stop watching. Make sure that it relates to what’s actually in the video, but try to come up with something snappy.
Next, I would suggest putting your videos on YouTube to start, and then sharing them yourself from there. Putting them on YouTube and then embedding them into your website or your blog posts, or just sharing them on any of your social media. Last but not least, keep your videos to under five minutes. People do not have a long attention span and unless you are the most creative, have the biggest budget, the most engaging format for your videos, five minutes is usually as long as people are going to be able to listen to you when it’s just you talking to the camera.
So that’s it. Those are a few simple ways that you can take your video goals and translate them into a few different options to get some different outcomes for your videos. If you have any questions, if you have any comments, add them to the video here or send me an email. Kelly Street at AttorneySync, the leading digital marketing agency for solo and small firm lawyers.