#WhatisSEOmarketing

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SEO Tasks

Search Engine Optimization (SEO) is crucial for improving the visibility of your website on search engines. Here are some essential SEO tasks you can consider:

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Inside the Influencer Hustle: What They Wish Brands Knew

Opinions expressed by Forbes Contributors are their own Entrepreneurs I cover digital media and entrepreneurship Tweet This Share to twitter Share to linkedin If the past few years have been any indication, influencers are here to stay as a part of the expanding marketing mix But rather than another creative channel, influencers are micro-CEOs of their own media empires I had the recent fortune of interviewing 50 influencers of varying follower sizes spanning across different industries, to try to uncover some of the secrets of the hustle These are their stories. Bow to the Community Creating a community as an influencer is a never-ending effort that takes years to build All that credibility can be dashed in an instant if your authenticity comes under fire (or Fyre, as influencers faced a lot of backlash in the wake of the Fyre Festival) Loreen Hwang of Coucou Joulie is an influencer with an audience of over 100,000 followers She says, “ Making sure you’re authentic to yourself, to your audience Sometimes I get offers that are great but then I think do I want my page or blog to be a giant ad? Of course not Your audience can see right through that ” Brands need to respect this when approaching influencers Ultimately, Just like influencers can’t buy a genuine community, brands trying to work with influencers can’t expect influencers to willingly evangelize a terrible product Creativity and Trust at the Core of the Relationship Every influencer I surveyed said they’ve turned down brand requests at least once Influencers declined to work with a brand when the company or product did not align with their values or personal brand But even when the brand aligned, the issue came down to creative freedom Food blogger and macroinfluencer Talia Koren, manager of the massive community Workweek Lunch , says, “Have an open mind! Quality influencers know their audience best. They know what content will perform best, what times are best to post for their audience and how best to communicate or present new products, concepts, and ideas” Treating influencers as another transactional channel is pitfall brands can fall into The grit required to build a community from scratch yields some important wisdom that only that influencer can truly share Micromanagement undermines this relationship Sure, you want the content to be on-brand, but treat your relationships with influencers as strategic partnerships to yield the best results Where’s the ROI? Measuring the efficacy of influencer marketing requires agreed-upon goals set forth from the beginning And while the results brands are hoping to get from influencer marketing varies heavily, simply having these KPI’s can set your partnership up for success Whether brands are using promo codes to measure sales, or simply seeking exposure and engagement, its critical to ensure everyone is aligned Lifestyle and fashion microinfluencer Whitney Powell, who blogs at Whit Wanders , says she “tries to manage brands expectations for each campaign (ie benchmarks for Swipe-up on IG or CTR for blog posts) Influencer marketing is typically a higher funnel tactic and brands should focus on awareness, frequency of exposure, traffic and long-term benefits like SEO” Working with an influencer is an exciting opportunity for brands—it’s an excellent way to provide social proof and word-of-mouth advertising Brands need to forge better, meaningful partnerships with influencers to get the most value As influencer marketing becomes increasingly popular with brands of all sizes, remaining true to the community, allowing creative flexibility and setting realistic goals from the beginning will set strategic brands apart. Kyle Wong Under 30 I'm the CEO of Pixlee (wwwpixleecom), a venture backed startup that helps companies leverage authentic customer photos I consult some of the largest brands and agenci Read More Read the full article

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Here is the Complete information about what is SEO marketing a step by step guide for beginner's  and learn why seo is important and it's strategies, for more information please visit this PDF

[superspunarticle]

SEO Tutorial For Beginners | Learn SEO Step By Step | SEO Tutorial | Advanced SEO 2020 | Simplilearn

https://superspunarticle.com/seo-tutorial-for-beginners-learn-seo-step-by-step-seo-tutorial-advanced-seo-2020-simplilearn/ SEO Tutorial For Beginners | Learn SEO Step By Step | SEO Tutorial | Advanced SEO 2020 | Simplilearn https://superspunarticle.com/seo-tutorial-for-beginners-learn-seo-step-by-step-seo-tutorial-advanced-seo-2020-simplilearn/ Some helpful advice on Video and Content Marketing. This video was published on this site. We hope that you found the video posted above useful and of interest. Similar content can be found on our blog here: superspunarticle.com/blog Please let me have your feedback below in the comments section. Let us know which subjects we should write about for you next. #Digitalmarketing #googlealgorithmsexplained #paidadvertising #payperclick #PPC #searchenginemarketing #SearchEngineoptimisation #Searchengineoptimization #searchengineoptimizationcourse #searchengineoptimizationtutorialforbeginners #sem #SEO #SEO2019 #seocourse #seokeywordresearchbasics #seooffpageoptimizationtutorial #seoonpageoptimizationtutorial #seotips #seotools #seotraining #seotutorial #seotutorialforbeginners #simplilearn #simplilearndigitalmarketing #whatisseoandhowdoesitwork #whatisseoindigitalmarketing #whatisseomarketing #ContentMarketingVideo

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Elements of SEO

SEO (Search Engine Optimization) is a digital marketing strategy to improve a website's visibility in search engine results. It involves optimizing various elements of a website to make it more search engine-friendly and rank higher in search results.

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Domain Authority: What It Is, Why You Need It, and How to Build It | Elegant Themes Blog

Posted on February 13, 2019 by John Hughes in Marketing | 13 comments When it comes to Search Engine Optimization (SEO), it can be difficult to know how well your site is ranking and how it measures up against similar sites ‘Domain Authority’ (DA) is an SEO metric you can use to understand how your site is doing on Search Engine Results Pages (SERPs), and how it compares to competitors’ sites In this article, we’ll discuss what Domain Authority is and why you want to have it Then we’ll share five strategies for improving your DA Let’s get to it! An Introduction to Domain Authority (And Why It’s Important) Domain Authority is an SEO ranking score developed by Moz , an SEO platform It predicts how well a site will rank on SERPs by considering several indicators, including the number of backlinks to your site and the quality of the sites on which those backlinks are located Scores range from 1–100, with sites like Facebook, Amazon, and Wikipedia ranking in the high 80s and above However, DA is meant to be used as a comparative tool , so the goal is to score better than sites similar to yours, rather than garner a high score For example, if you had an e-commerce site that sold mugs, comparing your DA with Facebook’s wouldn’t be an effective measure of how well your site was ranking Instead, you would want to research the DA scores of other online stores selling drinkware, and look for ways to raise your score above theirs Improving DA so you can outscore your competitors will help your site appear ahead of theirs within SERPs This means more visibility and more organic traffic for your site. The wider the gap between your DA and your competitors’, the more successful your site is likely to become. Building and maintaining your DA can be tricky, since changes in search engine algorithms and internet updates can shift how Moz calculates the scores This means your DA could increase or decrease through no effort on the part of you or your competitors How to Build Domain Authority (5 Solid Strategies) As we mentioned earlier, there are several factors that contribute to Domain Authority, many of which relate to the quality of your ‘ backlink profile ‘ The following tips will help improve your profile, and by extension, your DA 1 Conduct a ‘Backlink Audit’ to Find and Remove Unwanted Links Backlinks are simply links to your site from other sites Your ‘backlink profile’ is a summary of all of your site’s backlinks, and a backlink audit is the process by which you assess your backlink profile When you conduct an audit, you want to look at the quality of the sites linking to your site Links posted in spam comments, on disreputable sites, and in some link directories are considered low-quality Google’s algorithm penalizes sites for these kinds of links by lowering their rankings. Low-quality links will also decrease your DA, so it’s best to remove or disavow them after conducting a backlink audit To do so, you’ll first need to access your backlink profile through Google Search Console or another backlink analysis resource Your profile will include a list of all your backlinks, as well as information such as the domains linking to your site and your backlinks’ anchor text Some red flags include links from disreputable or illegal sites, and anchor text that doesn’t match the link’s content While it’s time consuming, following each link to make sure it works and isn’t spam may be worth the effort. You can use an automated backlink analysis tool instead, but they aren’t always accurate Once you have a list of your bad backlinks, contact the sites where they’re located and ask them to remove the links If they don’t respond or refuse to do so, you can disavow the links so search engines will ignore them when determining rankings 2 Build Quality Backlinks to Direct Users to Your Site The inverse of removing your bad backlinks is building good ones Just as having low-quality backlinks can decrease your SERP rankings, high-quality backlinks from sites with a better DA than yours can improve them There are several strategies for link building, but not all of them build high-quality backlinks Buying and selling links or including them in low-quality directories will only lower your SEO and DA , so make sure to take the time to create good links Internal linking, or linking to your own content, is an easy way to build your link profile Guest blogging on other sites and reaching out to influencers to review your products or services are also strong link building strategies Another factor to consider when link building is the difference between dofollow and nofollow links Dofollow links will be taken into account by search engines when determining rankings, but nofollow links – like disavowed links – will not When you work with another site to build backlinks through guest blogging or collaborating with influencers, make sure they’re using dofollow links to your site Otherwise, all your hard work will go to waste, since nofollow links can’t improve your SEO or your DA 3 Create Engaging Content to Encourage Natural Link Building The best way to build a strong backlink profile is through natural link building This occurs when other sites link to yours through no effort of your own Someone simply likes your content, and decides to link to it of their own volition In order for this to happen, you have to create high-quality content people want to link to, either as a reference or to share with others. High-quality content is a broad category, since tastes vary widely, but there are a few features that tend to produce more linkable content Firstly, consider creating long-form content such as blog posts about subjects relevant to your primary audience Other bloggers can use well-written posts and articles as references, or readers may share them for their informational or entertainment value. Including images in your posts breaks up large walls of text and provides visual interest for your site’s visitors Optimizing your image files by compressing them and adding ‘alt’ text ensures they won’t slow your site down, and will be accessible to anyone who visits your site An engaging Call to Action (CTA) can draw visitors into your content and encourage them to do more on your site, such as post comments, make purchases, or subscribe to your email list The more straightforward you can make the process, the more likely users are to follow through Finally, don’t forget the importance of on-page SEO . It may seem small in the face of all the behind-the-scenes SEO work you have to do, but factors such as keyword usage and page slugs still play a part in improving your rankings 4 Make Sure Your Pages are Accessible to Avoid Missing Out on New Users Sometimes backlinks become broken, meaning that when a user clicks the link they’re taken to a 404 error page instead This can happen for a variety of reasons, including changes in the page’s name or URL, or if the page has been moved or deleted Broken links are bad news for your site Each is a missed opportunity to direct traffic your way, so finding any broken links and replacing them with working ones is key This can quickly improve your backlink profile and DA, and is usually easier than building new high-quality links You can find broken external links to your site by conducting a backlink audit just as we did in the first strategy Google Search Console and most other link analysis tools will note any broken links to your site Consider also looking at the internal links on your site, and updating any that are broken Once you’ve gathered a list of all your broken links, contact the sites where they’re located and ask them to replace the broken links with working ones you’ll provide If you changed a URL, you can simply send the new one On the other hand, if you deleted the page, offer to send a link to a related page that’s active Alternatively, you can redirect the broken links This will send anyone who clicks on a broken link to the correct page, while also considering the broken link when determining your site’s DA This means the broken link will still count as a good backlink 5 Promote Your Brand on Social Media to Increase Your Site’s Visibility Having a strong social media presence isn’t a ranking factor , so it can’t impact your SEO directly Simply having a Facebook page , an Instagram profile , or a Twitter handle won’t boost your rankings or your DA However, social media can improve your SEO in other ways Social media provides opportunities for link building, brand promotion, and expanding your audience You can link back to your site in your profile’s About section, include relevant links in posts, and work with influencers to get links to your site on their profiles With a wider online presence, you have more chances to promote your brand Not only can you do this work yourself, but loyal visitors to your site will often do it for you Engaging with your users on social media improves your chances of attracting new visitors. Increased traffic for your site means more natural links as new users share your content with others Natural backlinks are almost always high-quality and improve your SEO They’ll also refine your backlink profile, as well as your DA The simplest way to manage a social media presence is by scheduling your posts Some platforms, including Facebook, enable you to do this from within your posts Others require a social media management platform – such as Hootsuite or Later – to schedule posts Conclusion Balancing all the components for building maximum SEO can be tricky Monitoring your DA – and working to improve it – ensures your website is at its peak when it comes to its SERP ranking Using DA as a comparative tool to track how your site measures up against your competitors can show you areas where your site has room for improvement. In this article, we’ve discussed what DA is and why it’s useful Then we explored five strategies for improving your site’s DA: Conduct a backlink audit and remove unwanted links Build quality backlinks to direct users to your site Create engaging content to encourage natural link building Make sure your pages are accessible to avoid missing out on new users Promote your brand on social media to improve your site’s visibility Do you have questions about Domain Authority or how to improve it? Ask them in the comments section below! Article thumbnail image: Sammby / shutterstockcom By John Hughes John is a blogging addict and WordPress fanatic Check Out These Related Posts A Guide to Data Visualization for Marketers Posted on May 27, 2019 by John Hughes in Marketing Data is a key tool in the field of marketing By using charts, graphs, tables, and other visual communication tools, you can better understand where to focus your attention and how to effectively engage consumers This post will provide an entry-level guide to data visualization for marketers A Marketer’s Guide to Keyword Stemming (and Not Keyword Stuffing) Posted on May 14, 2019 by Lindsay Pietroluongo in Marketing When I started writing content ten years ago, this type of sentence was the standard: “Splash Down water park is one of many things to do Poughkeepsie NY” Sometimes we’d spell “Poughkeepsie” wrong to account for typos Writers would include “things to do How to Make a “BuzzFeed” Quiz That Drives Traffic, Leads, and Sales Posted on May 11, 2019 by John Hughes in Marketing BuzzFeed needs no introduction, and neither does its quizzes This is far from the only website that uses quizzes for marketing purposes, but its approach really stands out BuzzFeed’s quizzes are fun and visually striking, and they get a lot of traction on social media That means Read the full article

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YouTube, what does it take to go viral? Insider SEO tips for top-ranking video

Benjamin Shapiro: Bio // Podcast Network // Twitter // LinkedIn Episode Transcript Ben : Welcome to Non-Google Search Month on the Voices of Search podcast I’m your host Benjamin Shapiro, and this month we’re turning the spotlight on to how you can optimize your SEO efforts onto some of the most important search engines that don’t start with the letter G Ben : Joining us today is David Capone, who is the director of search engine optimization, and an executive producer for YouTube at Fanatics, which is the world’s largest eCommerce retailer of licensed sports merchandise Ben : And today, Dave is going to talk to us about his strategies for creating organic video content on Google’s sister site YouTube Ben : But before we get started, I want to remind you that this podcast is brought to you by the marketing team at Searchmetrics We are an SEO and content marketing platform that helps enterprise-scale businesses monitor their online presence and make data-driven decisions Ben : To support you, our loyal podcast listeners, we’re offering a complimentary digital diagnostic A member of our digital strategies group will provide you with a consultation that reviews how your website content and SEO strategies can all be optimized To schedule your free digital diagnostic go to searchmetricscom/diagnostic Ben : Okay, on with the show Here’s my conversation with Dave Capone, director of SEO and executive producer of YouTube content for Fanatics Ben : Dave, welcome to the voices of search podcast David : Hey, thanks for having me Ben : Hey, I want to say, it’s great to have a not only friend of the show come on, but also a neighbor of Fanatics’ corporate headquarters or at least one of them is right around the corner from the Searchmetrics office So, to everybody at Fanatics who may be listening to this podcast, hello It’s good to reconnect David : I didn’t know actually where you guys are from Ben : We’re based here in San Mateo, right across the street from Fanatics’ office in Silicon Valley David : Oh, that’s awesome San Mateo, a nice area Been out there. There’s a Mexican food truck that serves delicious tacos over by Lowe’s in that location, that I’ve been to many, many times Ben : If we’re good for nothing, this area is definitely good for the occasional street taco Ben : But let’s talk a little bit about SEO, and specifically about YouTube Why don’t we start off by you telling us a little bit about your role at Fanatics and what does Fanatics do David : Sure So, I’ve been with Fanatics for about 13 years now So, started from our startup, you know, from a little warehouse growing to a large company that we are now You know, part of my role, what we do is in SEO, and probably talking to your audience, which is full of SEOs, is that I’m responsible for maintaining the strategy for all of our properties on the internet David : So, all of our properties means that we have our branded sites like Fanatics, Fan’s Edge We have our league stores like NFL shop, NBA store All those good stores like that And then we have partner source as well, where we’ll run the official online store of the Florida Gators or Florida State University, for example. And part of my job as a director is to make sure that we are ranking for probably as many keywords as possible So, looking at our keyword universe and then trying to find the best way to optimize those sites and increase the visibility of the sites on organic search Ben : So you’re not only a director of SEO, right, focusing on optimizing your keyword rankings, but you also focused as an executive producer of YouTube Talk to me a little bit about how you think of YouTube as a channel, and how does it compare and contrast your SEO strategy David : Great So, selfishly YouTube is something that has been on my mind for probably 10 years And we had our first sort of take into YouTube a long time ago where we started creating video They were awful, and it still did pretty good back in the day And YouTube for us it was like hey, this is the next direction for video People consume information in different ways They can read an article, but not everyone has time to go through read an article or spend the time to research informational queries Whereas video is something you can pick up, you can watch, you can be in the shower watching a video I’m sure a lot of your listeners are in the shower listening to podcasts or going through your daily routine David : So, that’s how I kind of looked at it Was like, well this is something that we want to focus on where I think being the second largest search engine in the world, with Google being first, there’s so much opportunity to develop content and to attack it a different way David : So, the quest started a long time ago We lost a little bit of momentum due to the outstanding growth that we saw in SEO and changing focus And when the opportunity came last year to kind of jump back into YouTube, I really kind of said hey, we’re going to take all the things that we’ve learned over the last 10 years and we’re going to really go at it and take all the learnings that we had over the last 10 years and put that into practice and see how we do Ben : So, obviously, in YouTube and video is a different level of fidelity than pure text-based content Talk to me about how you think about content production What resonates on YouTube? What makes a great video? SEOs are thinking about their content development strategy, what do they need to know? David : So, when you’re optimizing for text, right, you want to make sure you got your keyword bucket, and you’ve got all the keywords that you want to get into on a landing page And then really kind of thinking about how can I mold this that it’s great for a user, it’s great for someone who’s reading it and get my keywords in that I need you to make sure that I can show up on the queries that I want to? David : With YouTube, it’s kind of similar, where if you think it’s conversational, right, so when you’re writing a script it’s very similar to how you’re molding and crafting your paragraph or your landing page of the words and how you want to portray yourself But it’s more conversational like you’re having a conversation with the audience So really kind of taking that approach can really kind of amplify your script writing because it’s very, very similar Ben : It’s interesting that you’re talking about script writing because when I think of YouTube influencers and a lot of the content that’s happening now, I think of YouTube being very much a user-generated content Ben : Tell me a little bit about Fanatics’ strategy Are you creating UGC? Are you writing scripts? Is it highly produced? What’s working for you? David : So with Fanatics, previously, we had some UGC where a few years ago we had a marketing campaign called Love Never Loses And- Ben : Unless you’re a Cleveland Indians fan Sorry, Cleveland I’m sorry Couldn’t help it David : We were playing on the passion in sports really Like, if someone scores a walk-off Grand Slam, we were really showing how the individuals or UGC, the content, how they reacted to those moments in sports And it was really great We had a couple hundred thousand views on a guy who was doing a rap on the Carolina Panthers Just straight up was free-styling his rap He recorded it, he submitted for UGC and we posted on our channel with a commercial and it blew up David : We had a child who was probably about three or four years old, who could name all the teams by their helmets I could do that three years old, but this kid was doing that And that went viral too So we’re able to capture some of that passion that fans have and we’re able to portray that on video Ben : Okay, so, user-generated is one powerful tool that you can basically harvest and collect videos that are being created by your community Sports being specifically passionate communities I understand how you can collect all those videos and then repost them as your own content Ben : What are some of the other content formats that are out there that you’ve seen? Obviously, there is some very scripted, highly produced content is, are there shades of gray in between? David : Sure We have our long-form content where we are working on series where the one in particular that we’re using right now is our Anything Me Anything series And long form really is just like, we’re trying to put together a recurring series that videos around are around four to five minutes We’re bringing athletes as they’re signing memorabilia for us And we’re asking them, through our Reddit, ask me anything So those have been rather successful for us David : And there’s other forms of content too that we have out there with our sponsored content, where we may have a particular vendor or particular company that we might be interested in working with And we’ll come up with a concept idea and try and pitch it to them, and see if we can work collaboratively and sponsor a particular video series So there’s always that sponsored content video that’s out there David : And then we have our own in house video stuff that we’re doing, where purely from a SEO standpoint, we were kind of coming across it as, like, hey, there’s some opportunity to rank in Google search, there’s an opportunity to capture some of the search volume or capture some of the audience than YouTube How do we marry the two, and make it so that we can take up… have Google feature us in the video snippet that’s been predominantly showing up lately? David : And what we’ve seen Google take a more approach of… maybe five or six years ago Google said they were taking thumbnails away from the search results So where video would show up, but thumbnails weren’t there, so they were… CTR went down and it wasn’t really a good time David : Now, they’ve actually got that carousel, where it could be predominantly showing up in a mobile search query, it could just be showing up on a desktop search query And as long as you’ve got to get thumbnail linking, you can attract a click So, taking that strategy of like, hey, thinking from an SEO standpoint, thinking it from what our fans, or what our customers might be interested in, and really kind of marrying those two into our own internal, sort of SEO, or not SEO, YouTube team, where we’ve kind of created content based off of that David : So, we’re saying, what do our fans, or what do our customers really want? What are some of the things that we can do to better portray our product to our customers? And then how do we take that and then make it entertaining Ben : So essentially, you’re reverse engineering what YouTube content you are creating by looking at where there is a gap in Google for videos, seeing where you can create a video that ranks and then producing that content for YouTube, right? And so you’re still doing an SEO, search optimization strategy, but you’re using your video asset and trying to drive people to your YouTube channel instead of creating page for it David : Correct So, we’re kind of using SEO as a tool for us to generate video on YouTube Ben : Talk to me about when you have a video What you’re doing to optimize it for rankings in YouTube search engine? David : Sure So there’s a lot that goes into when you’re setting up YouTube video For us, we’ve been taking a look at search volume on our titles and we’re really kind of trying to craft the perfect title But what we’ve noticed is that a lot of times if you’re going in and creating the best SEO sort of page title, it’s not the, or sorry, YouTube title It’s not particularly going to get our attractive click like it would on YouTube. So it works a little bit differently David : We’ve been kind of taking taglines off in creating more click-friendly or click-baitey sort of click titles, where if it’s an AMA, we might include something like, for Blake Bortles, it was, the question was, “What did you do for your first NFL paycheck?” And I think, “He paid his brother’s college off,” was the answer So we put that in the title When we were like, Blake Bortles paid his brother’s college tuition off with his first paycheck And we are putting things like that in the title, which seemed to respond with a better David : When you have these really crafted SEO titles they don’t really do as well I know, from an SEO standpoint, it’s like, I have to have the keyword in there, so You do But, also it relies on the content that you’re putting So putting a really good description or putting time marks on there as well, so if we’re doing a listicle type format video, what we’re saying, okay, if you want to skip to this particular one, you can click on that in the description David : And from an SEO standpoint, it’s really making sure that you’re, you’ve got a really good description, you’ve got a great title that is click-worthy Mainly just putting something interesting in your title to get a click And what a lot of people don’t know is that not only are you getting clicks from Google, or, or whatnot, but a large portion of your clicks are also coming from Google recommended or YouTube recommended David : So when you’re finished watching a video it’s recommending you what’s next So, as long as you’re optimizing for that particular keyword or that topic, you’ll have a good chance of showing up in that suggested video or recommended video, at the end of your user’s So, a lot of clicks come from that Ben : So what I’m hearing is that you in terms of title, you’re not necessarily just keyword stuffing for your titles, you’re trying to do something that’s a little bit more engaging, a little bit of a… you said click baitey type headline Something that’s going to be attention grabbing Ben : In terms of the copy and some of the other options you have: meta tags descriptions, are there any other tools that you’re thinking about in terms of driving visibility? How do you categorize your content? What else are you doing to optimize it to make sure that it ranks and performs? David : Great Another thing is that you want to pay attention to how your videos are performing in YouTube itself So what is your audience retention? How long do they watch your videos? And really kind of get better at that point We’ve noticed that the longer the videos are, the least amount of people get there So maybe at the end of our video, if it’s five minutes, 10% of the people will actually make it that far So retention is huge And those are some metrics that you can kind of gauge yourself with success as well David : Watch time That’s something else that we’re looking at in terms of how long visitors or viewers are watching our content And those are signals that YouTube looks at So if people are engaging with your content, leaving comments, leaving likes, are watching your content for 75% or 80% of that and you’re retaining 80% of your viewers that’s really engaging content or a video that will have more of a chance to be successful in YouTube David : So those are all the things that you need to shoot for when trying to develop a video And you can start small So for guys that don’t have access to a Hollywood studio or have access to talent or whatever, I’ve seen ranking videos where a guy is in his bedroom and he’s just taking out hats and showing them on camera and having success there David : So don’t feel that it’s not accessible for everybody at different levels I think it’s something that as long as you are entertaining, and you’re keeping the audience retention pretty high, and you can do things where you can say, hey, I guess you can add a value prop to staying for five minutes, right? So a lot of times if you look at ‘you won’t believe’ when you’re looking at those click gallery things, where they’re saying, “You won’t believe number five’, right? Or whatever Ben : Mm-hmm David : At least to get five clicks and then people are there You can always say, ‘Stay until the end of the video where…’ you know, ‘we’ll have a contest’, right? Or ‘Stay until the end of the video and we’ll present something that you’ve never seen before’. So really kind of presenting, providing that value to try and keep the visitor there, that’s going to help you in the long run of getting your retention up, your minutes up, and your minutes, and ultimately being more successful on YouTube Ben : One of the things you mentioned, and that we’ve kind of omitted before in terms of types of content, which I think is incredibly prevalent and successful on YouTube, is a lot of it is educational content, right? How do I fix this widget? Or how do I use this program? You might not necessarily be, well, I guess it could be content for Fanatics So you know, how does Blake Bortles throw a spiral? And he’s walking through and giving examples… or does Blake Bortles throw a spiral? Sorry, Blake? Ben : You know, he’s walking through and showing how he throws the football and how his grip is different, or… and whatever it is But I do see in terms of content formats, there’s a lot of educational content that brands have made to be successful Ben : One thing I’m curious about, you mentioned earlier that you’re kind of reverse engineering, you’re seeing where there’s a content gap in Google and then creating YouTube videos to fill that Do you find that you’re getting data from YouTube, which influences some of your strategies in SEO? Really, what I’m asking is how do Google and Yahoo work together for you? David : So, looking at it together, I haven’t really kind of gotten any of those signals from YouTube yet Looking at the analytics and looking at all the demographics and things like that, to be honest, I haven’t really seen too much actionable analytics from that So, anything that I can pull to create another video, for example, or create content based off of the analytics I’m getting have not been there yet David : But we’ve kind of… our north star has always been kind of like views and subscribers So that’s kind of what our success metrics are, or how we kind of define the strategy or what’s working, what’s not working Some of the good things in analytics is it kind of shows you your performance of your channel and all of your videos over the last 30 days, and the videos that you’ve released And when you launch a video, it shows you in comparison how your video is performing, versus the aggregate, right? So, you’ve got this shadow box that kind of shows your previous performance, based off of all the videos that you’ve launched, and that how this one is kind of trending compared to that David : So you can gauge performance pretty quickly And they have real-time analytics, where you can see where your videos are going And then don’t be afraid to change your title and you think it’s not working, right? So if you’re in there, and you’re seeing that the performance is low, you can kind of go back and tweak a little bit to see if you… maybe you’ll add some more to the description, or maybe a better title But don’t be afraid to go back in and tweak David : A lot of times YouTube will go back and re-spider it and it will show up within 12 hours, or so So, it’s a continual, sort of, for us, it’s continually trying to make sure that we’re gauging ourselves against our older success or videos that are successful, and then saying, okay, let’s course correct and fix those ones Ben : Any last bits of advice for how SEOs can think about or optimize their video with YouTube content? David : Sure So I think one is identifying the vision of what you want to do with your channel, right? Come up with a concept, come up with the idea, and really kind of define what you want to do as that sort of vision? What is the set look like? What is the premise? What is… what are you trying to accomplish? How are you trying to do things for your customers that are a little bit different? Or if it’s like the education we talked about before where maybe, I don’t know how to swing it bat correctly? And how does that translate to your customers? And then how does that translate to more subscribers and more views. David : For us, it was taking a look at a lot of questions that our customers have Pictures can only say so much, right? So when you’re taking photos and you’ve got your standard three quarter shot, you got your top view shot you shot of a product, it doesn’t really go into the nuts and bolts, so part of the strategy could be looking at look at the stitching on this stuff like this is really cool, multicolored stitching, or there certain features that aren’t focused on Or maybe some of the questions that you’re getting from reviews or questions that you’re getting from customer service David : Those are all great places to kind of curating content for YouTube How-to videos, common questions and things from customer service and then looking at… even talking to your buyers, saying, ‘Hey, what are some of the things that you wish we could do with our products on video? And then you might be just surprised that they might be invested with it and say, hey, we got these new tennis rackets in, but they have a special way that you’re strong And we don’t show that pictures, but you have to take video of it show you like, hey, this is strong a different way, or something Ben : I think at the end of the day, there’s a different level of fidelity And I mentioned that earlier, and you could go into more detail And you could use the visual medium to try to explain products and services and build content and engage with your customers in a totally new way And it’s hard to be the combination of movements and sound Right? Video is an incredibly powerful tool It can be expensive to produce But it is valuable and engaging And as you mentioned, YouTube is the second biggest search engine in the world that happens to be owned by Google, so let’s marry the two of them together Ben : The thing that stuck out to me about this conversation was that you were using Google data to influence what your YouTube strategy is, not necessarily using YouTube to influence what your Google strategy, which I thought would be the opposite And it makes perfect sense At the end of the day, I think the goal for YouTube channels is very much about creating a subscriber base similar to if you were sending a newsletter, or in our case, developing a podcast Ben : And one of the keys that I’ve seen to be able to do that is you have to have some sort of consistency in developing your content, right? When somebody sees a video if you’re able to replicate the format of video that you have, whether it’s the same personalities, the same type of content or the same topic, that’s going to give people a reason to subscribe. If they like one video, and they realize that you’re going to produce more and more of them on a specific topic, they’re likely to subscribe in the same way with The Voice of Search podcast, we try to cover everything in similar styles and similar topics. We’ve pretty much only exclusively cover search related content-related topics Ben : So a lot to think about in terms of mastering YouTube Obviously, video is a dramatically different medium than text But Dave, I appreciate you coming on the show and telling us a little bit about your work and how to use the channel David : Awesome. It was great being on the show Ben : Okay, that wraps up this episode of The Voices of Search podcast Thanks for listening to my conversation with Dave Capone, director of SEO and executive producer and for YouTube Fanatics Ben : We’d love to continue the conversation with you, so if you’re interested in contacting Dave, you can find a link to his LinkedIn profile on our show notes You can contact him on Twitter where his handle is David Capone or you can visit his company’s website which is fanaticscom Ben : If you have general marketing questions or if you want to talk to me about this podcast, you can find my contact information in our show notes, or you can send me a tweet at Ben J Shapiro Ben : If you’re interested in learning more about how to use search data to boost your organic traffic online visibility or to gain competitive insights, head over to Searchmetricscom/diagnostic for your complimentary advisory session with our digital strategist team Ben : And if you like this podcast and you want a regular stream of SEO and content marketing insights your podcast feed, hit the subscribe button in your podcast app and we’ll be back in your feed next week Ben : Lastly, if you’ve enjoyed the show and you’re feeling generous, we would love for you to leave us a review in the Apple iTunes store or wherever you listen to your podcast Ben : Okay, that’s it for today But until next time, remember the answers are always in the data. 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Top Video Marketing Trends in 2019: What will Help Your Revenue Grow?

By 2022, videos will command 82% of all internet traffic and 90% of customers today claim videos help them make purchase decisions This recent interest in video marketing began picking up in 2016 It then snowballed quickly to reach never-before-seen levels by 2018 – the year that we now call the year of video marketing. And its growth is showing no signs of slowing down Here are some of the video marketing trends that are all set to rule 2019 1 The Rise of Short-Lived Content The year 2013 saw the launch of Stories by Snapchat – essentially, content that lasts only for 24 hours Stories are short messages that can be produced easily and are a great way to start conversations with your audience. Over the years, their popularity has risen significantly and are set to become one of the top video marketing trends this year! Why is there so much demand for short-lived content? The answer lies in psychology Long story short, it’s the fear of missing out or FOMO that kicks in when short-lived content is introduced You can use Stories to show behind-the-scenes footage of your product development or to announce the launch of a new product Everlane , an apparel brand uses Instagram stories to showcase behind-the-scenes content about how their products are made and sometimes, even talk about the origins of the product They use stories effectively to showcase their authenticity 2 Explainer Video Usage Will Grow Explainer videos essentially describe a product or idea in a simple, compelling manner They are usually 1-2 minutes long and explain how your company solves a problem for its target audience They also usually include a clear and effective CTA or call-to-action This allows you to showcase your product in a crystal-clear way What’s more, a majority of people would rather watch a video than reading text to understand and learn about a product or service In fact, 96% of people claim to have watched an explainer video to learn more about a product or service With all that being said, their usage is sure to grow this year too! Check out this explainer video by SpazioDati for their product, Atoka RECOMMENDED RESOURCE : 5 Powerful Reasons to Use Video Content on Your Landing Pages 3 The Focus Shifts to Live Video Pre-recorded video is taking a backseat compared to live video this year Introduced as late as 2016, they have become very popular and the live video industry is already set to cross the $70 billion mark by 2021 And there are good reasons why this format is going so big: Higher Authenticity – Compared to pre-recorded video, live video is perceived to be more authentic and enhances trustworthiness Showcase Personality – Live video is a great platform to showcase brand personality This makes the video memorable and helps to leave a lasting impression Leverage Excitement – The excitement and unpredictability of live videos draw in audiences in large numbers These factors render live video a great vehicle to build a loyal fan base for companies big and small, hence making it one of the biggest video trends this year 4 Subtitling Finds Broad Adoption Consider the fact that no less than 85% of Facebook videos are watched on mute The viewer may be at work, listening to the radio or in an otherwise public place at the time Also, research by PLYMedia shows that 40% more viewers complete videos with subtitles It comes as no surprise, then that subtitles have become an important aspect of video marketing Under such conditions, not only do subtitles or closed captions help increase viewership but also boost SEOThis is because you can include multiple relevant keywords to improve SEO results Also, people who have hearing disabilities is a market with massive potential This section of people will greatly benefit from subtitles, hence, unlocking tremendous potential for businesses to engage with them Yet another market that’s now opening up in big ways is the population that speaks their native language alone Subtitles make videos accessible and engaging for these audiences too A great example of their use is by digital marketing expert, Neil Patel His video blogs include subtitles and transcripts, making them more accessible 5 Square and Vertical Video Formats Become Popular Square-shaped and vertically-shot videos were the highlight of 2018 and continue to gain ground as one of the social media trends in 2019 While Instagram is responsible for the rise of the former, Snapchat popularized the latter The aspect ratios of square and vertical video formats are 1:1 and 9:16, 4:5 or 2:3 respectively Square-shaped videos take up 78% more space in a mobile feed compared to landscape or horizontal videos They also garner 30-35% more views and a whopping 80-100% more engagement Moreover, square-format videos are more cost-effective to produce for Instagram and Snapchat Having said that, it must also be said that vertical video ads get watched to completion 9 times more than horizontal videos on Snapchat Format has thus come to play a crucial role in determining the number of views and engagement generated through videos and will continue to be important this year too! 6. 360-Degree and VR Videos Gain Ground Let’s understand these two categories of videos, first. 360-degree videos allow you to navigate up, down, left, or right within a space VR or virtual reality videos, meanwhile, offer you the experience of being present at the scene of action While the technology involved in the production of 360-degree and VR videos is still evolving, it is safe to say that they are catching on fast The cost of production too is likely to reduce soon In fact, this study claims that 360-degree video ads resulted in a 7% increase in purchase decisions on smartphones This is owing to the fact that these ads leave a stronger impact when viewed on smartphones as compared to desktops While only 11% of marketers have used VR videos – an emerging technology – so far, what is encouraging is that a majority of them have found them to be effective. With the evolution of technology, the production frequency is set to rise when it comes to 2019 7 Influencer Video Marketing On the Rise In recent years, influencer marketing has become a huge trend It has a proven ROI – it returns as much as $650 for every $1 spent But what is influencer video marketing? It refers to companies partnering with influencers to showcase their brand using video content Influencers have a large social media following and have gained the trust and loyalty of their audience This credibility that the influencer commands draws in audiences and aids the promotion of the brand in question Jenn Im, a popular fashion vlogger and social media influencer partnered with ColourPop Cosmetics to promote their new line of cosmetics in 2016 8 Personalized Videos For Sales And Marketing Sales and marketing teams have used videos for their needs for a while now However, what’s new on this front is the use of personalized videos They are being used to showcase sales pitches, product features, customer testimonials, and behind-the-scenes footage through videos This is done so as to garner customer loyalty They showcase authentic content, often making use of employees of the organization to achieve the same end Check out this behind-the-scenes look of employees from Zendesk talking about the work on the rebranding of the product RECOMMENDED RESOURCE : How Product Videos Can Affect Conversion Rates by Shane Barker 9 Video and Email Come Together Video and email make for a compatible pair, and how! Given the packed and overflowing inboxes of today, video offers a neat way to stand out from the crowd. Add some pizzazz to your email with a snazzy video and you’ll have more of your audience sitting up and noticing The inclusion of the word “video” in the subject line of an email increases open rate by 19% and click-through-rates by 65% The same holds true for video thumbnails versus plain links. With an ever-increasing number of marketers seeing success with this technique, this video trend is set to see growth in 2019 10 Authenticity Trumps Big Budgets Authenticity is overtaking big-budget, ultra-smooth productions Could small businesses ask for more? With this trend picking up, we are seeing a pretty neat leveling of the playing fields for big brands and small alike Moreover, videos offer a path to develop customer trust – a key component of any marketing strategy Showcasing genuine and personal content has become a means to convey authenticity. These videos often get shot on smartphones This conveys an embracing of one’s own flaws and imperfections, showing the brand in a light that’s more real, relatable, and trustworthy 11 Produce Videos, Minus the Hole in Your Pocket Today, neither do you have to be a professional nor own expensive equipment to shoot a video Smartphones in everyone’s hands have taken away the need for these. Add to this the market need to be authentic today, and you needn’t hesitate to move away high-budget video production Online video tools such as Animoto , Powtoon , Renderforest and Biteable help in creating good-quality videos in a cost-effective manner So what are you waiting for?! Wrapping Up The technological landscape of our time boasts smart devices capable of streaming HD videos in virtually every user’s hand High-speed internet has made video marketing more convenient for audiences to engage with Add to this the irresistible pull of video marketing as compared to other media and it becomes clear why video marketing is, in fact, here to stay in 2019 Use the power of video to ace your marketing game today! Read the full article

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