Your video ranking really matters. Why? Here’s a pretty amazing stat: video viewers are 1.6x more likely to buy than non-viewers.
So, naturally, we want to make sure we show up in our shoppers’ searches.
Video viewers are 1.6x more likely to buy than non-viewers.
(If these video ranking tips are up your alley, check out our eBook series, The Marketer’s Guide to Video SEO. There’s a lot more where this came from!)
Always Ask Yourself: What’s the SERP’s Topography?
You know you need target keywords before you create content, but here’s something marketers often miss: check the topography of the SERP (Search Engine Results Page) too. What’s ranking well for the queries? What kinds of results appear? Are there the traditional 10 blue links, or are their universal results? Do you see YouTube or Pinterest?
The SERP’s topography should always influence your content creation decisions — it shows you what kinds of content assets work well for the query. It gives you insight into what search engines and searchers perceive as relevant.
The SERP’s topography should always influence your content creation decisions — it shows you what kinds of content assets work well for the query.
Once you assess the SERP’s topography, try one of these three video ranking strategies to catapult your content to the front.
Video Ranking Short Cut #1: Take Over Video Snippets in Universal Search Results
Track where videos appear for universal search results. Aim to replace the video that’s ranking in that spot.
It’s not unusual to find videos by individual YouTube reviewers occupy universal video spots. You have a good shot at displacing a reviewer when you’re a brand – you’ll probably have more online credibility, social clout, and views. Make a better video to win that valuable spot on the SERP.
Creating videos around the mountain bike keyword shown above would be an excellent opportunity for a brand to shoot straight to page one in this universal search slot.
You can track these manually, or you can use technology (like Search Experience Tracking) to automate and scale.
Video Ranking Shortcut #2: Be the First in a Video Greenfield
A “video green field” is a SERP without any videos ranking at all. Video green fields are a great opportunity to break into the first page of the search results.
Why? You read this in the first edition of this series, The Untapped Video SEO Opportunity, but it bears repeating: Google wants your videos. Its objective is serving its users with the content they need.
Pages without videos are a prime opportunity to supply Google with the video content it craves. You also get the chance to get ahead of the rest of your market — and don’t forget how well videos convert!
Pages without videos are a prime opportunity to supply Google with the video content it craves.
Don’t expect, however, that creating a single video on the topic will get you a spot on a green field SERP. Typically, you need to create clusters of video around a topic to establish your relevance and authority before Google gives you a high video ranking.
Typically, you need to create clusters of video around a topic to establish your relevance and authority before Google gives you a high video ranking.
Video Ranking Shortcut #3: Find Out What Works & Do One Better
Use YouTube and other channels to research what videos are performing well. Emulate the intent of the video. (Is it a how-to? Does it show a product? Does it demonstrate a use case?) Then do it one better: better production quality, better metadata and schema markup, better script… any and all of those qualitative factors.
Want to dive deeper into video ranking strategies? Download Part II of The Marketer’s Guide to Video SEO and see practical tips on how to create the right videos for SEO and how to make your video content discoverable.