Video SEO Modifications |
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Video SEO Modifications: How to set up a successful VSEO campaign Modifications The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications. Video SEO Modifications - Making changes to your Video SEO campaign means making incremental adjustments to your campaign based on the facts you have gathered in the previous Video SEO Evaluation step. Recording and tracking your modifications is very important. In this article we will discuss what you will want to document to help with testing results. Modifications can be used to test the limits of a good area of your campaign and to improve the results of a poor area. |
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Video SEO Modifications Here is where you put the data you gathered in the previous Video SEO Evaluation step to work for you. The modifications you make to your Video SEO campaign can make things better or worse so you will want to track them carefully. The baseline you established in the previous step will help you determine if a particular modification you have made is helping or hurting. Keep close watch and document each and every element you modify and track any changes it makes against the standard (the baseline). Don’t begrudge any declines in conversions, visits or submissions. The information you gather on these changes will be helpful in understanding how your customers react to the changes you try. Knowing what not to do can be very valuable for future development. The data on response, either for better or for worse, should be chronicled so it can be used in future evaluations and modifications. Video SEO Modifications to Video When we speak of making modifications to your videos it most likely does not mean changing the filmed content. It usually means making adjustments to the Keywords, Description or even Title of your video (the meta text that accompanies the video submission to the video hosing site). One common area ripe for modification is your “call to action” (usually in the description text). Change this element and you could see vast changes in your resulting visits. With a more aggressive call to action you may see increased visits to the website, but if the larger number of visits do not increase your conversions (over what you had before: your baseline) you may want to try another approach. Sometimes a more subtle call to action – especially if repeated tastefully – may get you fewer visitors, but the ones that do visit are properly motivated and you get a higher percentage of them to convert. Much of it will depend on your product or service and your target audience. Video SEO Modifications to Landing Pages Don’t limit your modifications to the video’s text. You may have just the right mix on the video side, but remember you want them to visit your website to take action there. So you may want to fix your modification gaze on the landing page. If where they land makes them feel let down when they get there then they will most likely leave right away without doing what you got them there for. In this case your Analytics Program will record what is called a high “bounce rate” for that particular landing page. Your landing page should have a bounce rate of less than 50% (unless this same landing page is a multi-purpose page that welcomes them and closes the deal all in one page). Video SEO Modifications: So much to try! Once you have established a baseline against which to measure, there should be many areas ready for modifications. We suggest a structured approach so not everything is in flux all at the same time. If you followed the Video SEO distribution step’s suggestions then you should have multiple video deployments that point to multiple landing pages. Don’t try to make too many changes all at once, since you may not know what is causing the change for good or bad. |
Be very meticulous in your changes and recording the results. It is even a wise idea at times to make a modification, record its results for a period of time and then undo those changes to see if the results return to the match the previous version. You may find that timing plays a part in your results. Many businesses have seasonal changes that effect their success/conversion rates. You can quantify these seasonal effects by returning to baseline tactics during different times of the year to see how customers respond to the very same campaign components but at different times of the year. Video SEO Modifications - Step By Step One important key here is to make your modifications in a way that you can track not only what you have changed, but what the results of those changes are. You will want to return to the baseline standard and make a different modification to compare the rate of change. Perhaps your first modification was to change the Title of your video and leave the rest alone. After keeping track of that change for your testing period, you can return to the previous Title and now try changing the text a bit in your Description area. Record the changes and the results. Keep in mind your keywords should be utilized in your Titles and Descriptions so don’t go changing your Keywords too much without making the appropriate adjustments in your Titles & Descriptions to match that change. Having mismatched Keywords and Titles is almost a guarantee of poor results on the video side because it weakens the SEO component of your video. Video SEO Modifications and Expectations To pull a quote from the previous step... “You should clearly define your expectations so when you evaluate the performance of your Video SEO campaign you can make your strategic decisions based upon an established standard not just the feelings of the day.” We want you to make strategic decisions here so please remember that your expectations for the campaign will help you determine if a change in response is good or bad. You must keep these established expectations in mind when measuring any results you gather. Just because you increase visits to a page, if it does not meet your conversion expectations, does not necessarily mean you have been successful. Video SEO Modifications: A Process – But Worth It As you can see there is quite a bit involved in making your Video SEO campaign perform properly. If given the proper level of importance you can make this type of campaign the best part of your marketing efforts. If not, then it may seem to be simply a “me too” effort to get video on the web. Hopefully these steps in the “How to Win at Video SEO” articles have been helpful or at least thought provoking. If you feel you would like some assistance in any part of the way to getting your Video SEO campaign up and running or refined, let us know and we would be happy to see if we can lend a hand. Visit us at our Contact Us page and feel free to leave a comment on this or other articles we post as well as ask any questions you would like us to address. We are glad you made it this far and wish you the best in implementing these steps in our step-by-step guide for building a winning Video SEO campaign using Video to drive targeted, motivated traffic to your website. |