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Video marketing is here to stay – 5 ways to change your SEO strategy

(MARKETING) Video marketing now constitutes the majority of all web traffic – is your brand getting lost in the shuffle?

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video marketing SEO

Video marketing has grown as a content strategy over the past several years, as the explosion in mobile devices and fast mobile internet has made it more feasible to stream videos on the fly. And considering more than three-quarters of all business using video marketing are seeing results, it’s unlikely that video marketing is a trend going away anytime soon.

If you’re a search marketer, video content isn’t a trend you can ignore. You need to adapt your SEO strategy if you’re going to thrive in this new market and capitalize on the new opportunities that video provides.

Videos as Part of SEO

How exactly do videos impact your campaign?

  • Platform-specific optimization. Google gets all the attention in SEO, but it isn’t the only search engine you can optimize for. Video-centric platforms, like YouTube, function as independent algorithms with dedicated audiences. That represents an additional ranking opportunity, and the chance to get your content in front of new audiences.
  • Onsite value. Videos are also powerful ways to improve the authority and value of your onsite pages. Integrating a video into your how-to guide, for example, can make visitors spend more time on your pages and engage with your content in more meaningful ways. Accordingly, high-quality videos could increase your onsite authority.
  • Brand reputation and links. Good videos have the potential to quickly improve your reputation as a content creator, making you visible to more people and making people appreciate your content more. That means you’ll have opportunities with more external publishers, and you could potentially attract more links to your domain.

How to Adapt Your Strategy

So what steps should the average search marketer take to adapt their SEO strategy for the future of video marketing?

  1. Create more videos. For starters, you can spend more time creating and publishing video content as part of your overall content marketing strategy. Including them onsite, as part of your articles and guides, can bolster your onsite strategy, while including them offsite can help you optimize your offsite presence. Learning to create high-quality videos isn’t as hard as it seems; you don’t need expensive equipment, nor do you need much experience (though it does help). As long as you’re focused on creating content that your viewers want to see and are converting your videos to the appropriate file formats, you should stand to gain from the efforts.
  2. Leverage multiple mediums of content. Your videos don’t have to exist exclusively in video form. In fact, if you transform your videos into multiple different formats, you can benefit from it in multiple contexts. For example, publishing your video content, then including a written transcript and a downloadable audio file can expose you to multiple audiences simultaneously, while giving Google more content to crawl.
  3. Learn to title and tag your videos appropriately. Depending on where you publish your videos, you’ll likely have the opportunity to label them with a title, a brief description, and possibly categories and tags. These are incredibly valuable for helping algorithms “understand” what your video is about, and an opportunity to captivate your audience at the same time. For example, a catchy or compelling video title will attract more clicks when you’re featured in search results, and including the right tags can ensure you come up for more searches.
  4. Take advantage of YouTube’s algorithm. Don’t optimize for YouTube the same way you’d optimize for Google (though there are some similarities to consider). Instead, learn how YouTube’s algorithm works and use strategies to capitalize on its functionality. For example, you can tweak your content to get more likes and comments or optimize your channel to get more subscribers. You can also look at how your competitors are tagging and categorizing their similar videos, and either mimic or complement those strategies.
  5. Foster a video-centric community. Finally, take the time to build and nurture a video-centric community. Engage with the people who are commenting on your videos, and reach out to people on social media to see what they think of your video content. Doing this motivates people to continue following your channel, and will attract more people to your brand at the same time. Best of all, earning more regular subscribers and viewers will increase your authority as it’s perceived by algorithms like those from Google and YouTube search.

You don’t have to include videos as part of your content creation strategy to be successful in SEO, but it certainly has the potential to improve your performance. At the very least, you should be aware of your competitors making use of videos in their strategies, and adjust your tactics to reflect the nature of this new era.

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. When he's not consulting, glued to a headset, he's working on one of his many business projects. Follow him on Twitter and LinkedIn.

Business Marketing

Unsplash is the secret weapon for seekers, and creators of unique images

(BUSINESS MARKETING) It’s free, it’s great, it’s free, it’s a marketing multi-tool, and it’s FREE. Why aren’t you using Unsplash already? It has great exposure!

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I really can’t stand seeing the same thing over and over again.

Might be my slutty, slutty, non-brand-monogamous Milleniality showing, but I reeeeeeally feel like something’s wrong when I can’t tell two different companies (or WRITERS) apart because they’ve aped the same template, or bought the same cheap font, or used the same stock photos.

He’s a cutie, but I can only see that surprised toddler in the pink shirt and gray vest so many times. And I guarantee at least 85% of people reading this know exactly which baby I’m talking about, hence the issue I’m having.

That’s where Unsplash has been my friend.

I was introduced to the image search engine in my last job: hundreds of thousands of hi-res images for 100% free, which yeah, was just my boss saving money on subscriptions to pay for our office snacks. But I was pleasantly surprised by the cool stuff I could find!

How it works is; well first, pretend you’re a photographer. One amongst many. And you specialize in, say, bomb ass macrophotography. Except the people who need your services A: Don’t know the difference between your specialty and someone who can use the zoom button, and thus B: Aren’t finding your portfolio because they don’t even know what they’re looking for.

If you’re willing to let people use some of your photos, you can host images on Unsplash, tag them with keywords, and ideally get some subtext or alt-text credit.

It’s not like a paying gig, it’s more like passing out fliers to super warm leads.

Now pretend you’re writing for a nature blog. Justifiable crackdowns on unpaid intellectual property mean that when your client says ‘Just pull some stuff from Google, it’s whatever’, you’re not actually going to do that. But there’s no budget for a subscription to anything, so what now?

You check out Unsplash is what. Then you find that macrophotographer’s amazing pictures of leaves and such, and bookmarking their gallery gives you a way to harmonize all the preview images you use for the ‘5 Most Ominous Things I’ve Found in the Austin Greenbelt’ article you’re working on with everything else on the site.

As a master manipulator of text/feelings myself, I’m also really into the fact that since anyone with a camera, anywhere in the world can host their images, I’ve got a lot of diversity in styles, locations, and of course human subjects. I really enjoyed that I could look up ‘CEO’ and find a Vietnamese woman and a Canadian man sharing the first page and probably a complicated relationship with France as a concept.

And I noticed something else.

Quite a few of these images were branded! As in Harley Davidson, Boxed Water, and more have Unsplash accounts, with their products on display to be used whenever people look up words like ‘freedom’ and ‘quirky’ and ‘hydrate’.

You literally can hire a photographer to take pictures of people in various situations wearing your brand of pillbox hats, and get photos of your product placed any and everywhere!

Now of course there are a few wee drawbacks.

Credit isn’t guaranteed, so whether you’re a brand or a photographer, you may not have your name on your work when it’s displayed, especially on preview images.

You also won’t be notified as to WHERE your photos are being used, so if your properly gloved and be-pillboxed gals end up photoshopped with digital Sharpie mustaches and used in an anti-fancy fashion postpunk op-ed, that’s out of your control.

On the searcher side, the AI is a little off as you scroll through. You might be distracted by photos of fighting racoons being auto-tagged as dogs hugging, and lose time laughing and taking screenshots, and then explaining why you’re posting to Tumblr during work hours.

Still worth it, by the way.

Ultimately Unsplash has been my ace-in-the-hole when it came to advancing the radical left agenda by viciously adding different ages, races, and settings to my last gig’s newsletters, and it’s another great resource for anyone in the ‘get/KEEP your name out there’ stage of business.

Hitch up your water wings, dive in, and make an un-splash!

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Business Marketing

Instagram’s false information flagging may accidentally shut down artists

(BUSINESS MARKETING) Instagram is doing its hardest to insure no false information gets released wide, but the net they cast may catch a lot of artists who manipulate images.

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technically a false image

Instagram’s new update is hiding faked images. The downside? Posts by digital artists are being swept up in this new flagging system. In December, Instagram announced the release of a false information warning in order to combat the spread of misinformation on the platform.

How does this work? Content that is rated as partly false or false by a third-party fact-checker is removed from Instagram’s Explore option and matching hashtag pages. Additionally, the image will receive a label to warn viewers about its credibility with a link back to the fact-checker and further sources that debunk the visual claims in the image. These labels can be seen on profiles, feeds, DMs, and stories. Identical content from Facebook will be automatically labelled if posted to Instagram.

Digital artists are feeling the effects of Instagram’s update as digitally-altered images for the sake of artistic expression are being slapped with the misinformation label. The good news, however, is that not all photoshopped images are in danger—only the pictures that have gone viral attached to false information and identified as such.

So if an artist manipulates an image, releases it, then someone else decides to use the altered image to spread misinformation, the artists image could be labeled as misinformation and will be hidden from the Explore and hashtag pages. The artist pays the price for someone else spreading false information.

While a label will save a viewer from questioning a post, digital artists, whose careers depend upon visibility and the spread of the work are likely to feel the effects—whether it be scroll-frenzied viewers passing their work by, deterred by the label barring the post from a quick look, or even worse, the artists having their own credibility called into question.

With only a couple of weeks into the new year, it’s yet to be seen how other digital art may (or may not) be caught up in Instagram’s well-meaning update.

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Business Marketing

How becoming better listeners eliminates our culture’s growing isolation

(BUSINESS MARKETING) We have all be frustrated by someone who doesn’t listen to us; so why not make sure that you are taking the steps to not be them, and be better listeners.

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good listeners breed good listeners

We all want the same thing: to be heard. In this digital age, we’ve created an endless stream of cries for attention via comment sections, forums, and social media feeds—shares, retweets, tags, videos, articles, and photos. Worse, our words echo in our digital bubbles or specific communities, doing nothing but making us lonely and isolated. However, in the midst of a divided political climate, we can all stand to strengthen our ability to listen.

Me? A bad listener? What are you trying to say? I got enough flaws to worry about and don’t wanna hear about another skill to improve. Oh, the irony.

“Bad listeners are not necessarily bad people,” assures Kate Murphy in her new book You’re Not Listening. “Anyone can get good at it. The more people you talk to, the better your gut instinct. You’re able to pick up those little cues. Without them, you’re not going to get the full context and nuance of the conversation,” she says in an interview with The Guardian’s Stephen Moss.

Our bad listening aside, we can all remember a time when we weren’t treated with the attention we craved. Moments where you’d do anything for the person you’re conversing with to give a sign of understanding—of empathy—to validate our feelings, to acknowledge the vulnerable piece of ourselves we’ve entrusted to them is cared for. Nothing is worse when we’re met with blank expressions and dismissive gestures or words. These interactions make us feel small and lonely. And the damage can stay with us.

So what can we do to ensure we’re the listeners we’ve always wanted from others? Being a good listener does take time, energy, and tons of practice. There are easy tips to keep in mind:

1. Show you care by making eye contact and putting away your phone.
2. Patience. Everyone opens up on their time.
3. Ask open-ended questions. Yes/no responses inhibit the flow of conversation.
4. Repeat what you’ve heard. This clarifies any misunderstanding and validates the speaker.
5. Give space. Let the conversation breathe—silent pauses are healthy.

By becoming better listeners, we show care. We become curious about and empathetic towards others, leaving our bubbles—we become a little less lonely.

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