How To Use Video For Search Marketing

Video continues to be an excellent medium for performing well in search. Whether it’s to promote a product or service, solve a user’s problem, or simply create brand awareness, effective use of video can drive traffic to your site, foster brand loyalty, and increase conversions.

How To Use Video For Search Marketing
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, May 23, 2023

However, we understand that creating and utilising video can be daunting if you’re new to it. In this guide, we’re going to discuss how you can make the most video as part of your marketing mix. We’ll not only look at the types of videos you can make, and give you some tips for idea generation. We’ll also cover how to optimise videos to give them the best chance to appear in the SERPs and on YouTube.

As Tailor Brands puts it, “If you’re not already making quality video content for your audience, you are falling behind. The good news is that it has never been easier to make video content. The barrier to entry has dropped dramatically and audiences have an appetite for the content of any production value.”... So let’s get started!

Video Creation for Search Marketing

The first step is to define and plan what it is you want to create. Are you going to be filming product demos? Brand explainers? How-tos? Not only will this make a difference to the equipment you’re likely to need, but it may also impact the format of your videos. For example, ads or product clips shot for platforms such as Instagram or TikTok will be different to how-tos intended for hosting on YouTube. Although you don’t need to limit yourself to one type, you do need to have at least a rough plan to set out with.

Types of video content

We’ve touched on the fact that different platforms require different content but let’s go into more depth about some of the common types of video used in marketing and branding.

  • Explainers: A brand or product explainer conveys the main USPs and elements of a brand, service or product in a digestible way. These can be filmed, animated, or a combination of the two. Typically, they’re 30-90 seconds long and used on homepages, emails, product/service pages and other landing pages. These are a great way to introduce your brand to new customers and communicate your values.

    Below is an example of an explainer video from More4apps

  • How-tos: How-tos are very popular videos for solving a specific problem or answering a question a user has. These can be almost any length, and what’s more, search engines really value these as snippets to display in the SERPs. These can be particularly useful if you sell any products that can require guidance to use such as electronics, tools, or appliances.

  • Thought Leadership: These videos help demonstrate your expertise and value to your customers. These can be on a range of topics and can be very successful at bringing a human face to your brand. For example, if you sell fitness equipment such as free weights, you could create videos demonstrating a range of exercises using them. Likewise, if your organisation provides services for something like accounting, you can create videos explaining the latest in tax law.

  • Informational & Entertainment: Similar to thought leadership, videos like this exist to educate and entertain your audience to build brand awareness and loyalty. The subject matter can vary wildly, and this gives you your best opportunity to be creative.

  • Q&As: Another great way to put a human face to your brand, Q&As offer your customers the chance to interact with you directly. You can go live on platforms such as YouTube, Facebook, Instagram or TikTok and engage in conversation with your viewers. These are especially useful around new product or service launches, special events or as a regular chance to check in with your audience.

Video Idea Generation

There are several ways to generate ideas for your video content. Using a tool such as Google’s Keyword Planner, Semrush’s Keyword Magic Tool, Moz’s Keyword Explorer, or Ahrefs’ Keywords Explorer is a great way to find out what people are searching for. Filtering by question keywords, in particular, will help when it comes to How-tos.

Free alternatives to the tools above include WordStream, Keyword Surfer, or Wordtracker.

To identify other informational keywords, tools such as Ubersuggest, Answer the Public, or Google Trends can be used. Alternatively, you can conduct manual research using the Featured Snippets or People Also Ask SERP elements, and then create videos that address those. For example:

Google search screenshot

How to optimise your videos for search

Once you’ve created your videos, there are several things you can do to help them appear on YouTube and Google SERPs. These include:

  • Adding your keywords to the video title, description and file name
  • Adding 5-7 relevant tags to the video
  • Creating transcriptions and subtitles
  • Implementing chapters with optimised titles
  • Creating custom thumbnails
  • Responding to comments
  • Promoting your videos on other channels, such as social media

    • Cutting longer videos into 30s chunks and sharing them on Instagram Reels and TikTok can be a great way to generate traffic

How to create engaging videos

There are several ways to create videos depending on your budget and the amount of time available. For simple films, a phone, tripod, ring light and an external mic should be all you need. There are many free and low-cost editing suites such as Canva, iMovie, Adobe Premiere Elements, OpenShot and VSDC.

To make videos that are more professional looking, you’re likely to need a higher-end camera, microphone(s), studio lighting, a professional tripod and a powerful desktop or laptop to edit with. Higher-end, professional editing suites include Final Cut Pro, Adobe Premiere and CyberLink PowerDirector 365.

However, a 3rd option is to employ a video creation or branding agency. Employing experts will result in the best quality videos possible and will negate the need for you to buy your own equipment. The right creators will be able to advise you on not only the best types of video to create to achieve your goals but will be able to take on the whole process of planning, production and post-production. This will allow you to focus on other areas of your marketing and branding, safe in the knowledge that your video production is in safe hands.

Speak to us today to discuss your video creation needs; we’d be happy to help!

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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