As we ring in a new year, it’s time to check out the 2018 video keyword best practices. The landscape for organic video discovery continues to evolve.
More content is generated each and every day. There are more ways to find that content. When you set up your video keywords for 2018, here are some things to keep in mind.
Avoid the Keyword Glass Slipper problem
What do I mean by the Keyword Glass Slipper problem? Much like the shoe that would only fit a Disney princess, so too are some keywords so specific that they’re practically useless. How do you determine if a keyword is a glass slipper? Dive into your analytics.
In part, keywords should be chosen based on the frequency that people use them to find your content. Feel free to try a video keyword out, but be ready to change it if your video isn’t getting more views or landing page isn’t getting any hits from that keyword.
Position content for typed and spoken search
From Siri and Alexa to automated phone systems and chat bots, virtual and voice assistants are everywhere. As more people turn to voice commands, either by preference or hands-free necessity, search results will begin to shift to answer longer questions rather than short phrases.
As you create long-tail keywords for your content, think about how someone might find your videos in the future. Think about your video from broad to narrow. Broadly your video might be about a car, but more specifically about how to replace the radio knob. All of these keywords are important when titling, describing and keywording your video.
Long-tail keywords are a way to capture search intent and future-proof your content catalog. The more work you do today, the less work you’ll have to do when natural language search becomes the norm.
When you know how people are finding your content, you can create future content or review existing content to better speak to your audience. By researching keywords, context and competitors, you’ll be better positioned for the search engine algorithm to rank your content higher.
Use autocomplete to your own advantage
Let’s examine how autocomplete informs future-proofing your video content. It might seem as though autocomplete suggestions have been around forever. But they’ve only been around since 2004. If they were a person, they couldn’t even have a learner’s permit yet.
One strategy I recommend is to examine the autocomplete suggestions in Google and YouTube to see what other people are searching for. Because it really is a matter of time before the meaning and intent behind the phrases being searched for make up the natural language search algorithms, using these tools to inform your titles, keywords and descriptions will help your content in the long run.
All the suggestions that autocomplete suggests are influenced by algorithms. Nevertheless, these algorithms will most likely form the basis of natural language search, if that breakthrough comes in the future, especially out of Google’s Alphabet labs.
With keywords, more precise terms are often better for discoverability. For example, a simple search for “cat” produces more than 2.1 billion results. With that amount of results, it’s safe to say that most users would want to narrow down the search parameters a tiny bit.
For most users, if the information they want is not on the first page of the results, they will search again rather than continue to look through page after page of information. In particular, the Google algorithm that made search results feel more intuitive also has resulted in people expecting search engine results to better fit their inquiries. One of my professors joked that if you were going cheat, at least cheat with things past the first page of Google results.
If a user refines the search to be “orange tabby cat names,” then the results drop to a little under one million results. The amount of information is still overwhelming, but it’s a lot more precise than 2.1 billion.
What does this mean for search engine marketing with video? Well, unless a product has as specific brand name or insider term, long-tail keywords are a way to help define and refine how users find your content. Alongside “summer hat,” also use “trendy summer hats [and the year].”
If you want your content to rank, you have to understand what other content is out there. The longer and more precise your keyword choices, the more likely your video content will pop up higher. Yes, that’s right. It’s not enough to create a great video. You have to research, research, research to know who else is creating similar things.
Wrap up on 2018 Video Keyword Best Practices
Thinking about the 2018 video keyword best practices, use data to avoid choosing too-specific keywords. Then, think about natural language and voice search. Be precise. Then, you’ll have 2018 video keyword best practices at heart.
Drop us a line or let us know how we can help your 2018 video marketing plan.