13 February, 18
It’s been said a picture is worth a thousand words, but internet users have shown that video is worth many, many more. Some studies have shown that 80 percent of users have remembered watching a video ad in the past month, with 46 percent acting afterward, visiting the advertiser’s website or learning more about the product or service.
With all generations, not just millennials, using video platforms such as YouTube, Instagram, and Snapchat, it’s important for higher education to use video in their digital marketing campaigns.
Here are 8 easy steps to optimize your video content and reach more prospective students online.
No matter where you host your videos, be sure to optimize them for YouTube by adding tags. Tags function in the same way as keywords and can boost your search rankings. You’ll also want to encourage users to engage with your videos on YouTube. Comments, likes, and bookmarks all factor into how well your content is received and affects your rankings.
Having unique URLS can also make it easier to create a video sitemap, or a list of all your video URLs. This allows Google to index the URL appropriately as a video page.
Schema code is indexed differently than the other site content. The schema.org code tells the website what specific content means, not just what is says.
For example, if you use schema to highlight an event such as an open house, Google will interpret the content as “event” and display it as such.
Schema tags can include your school’s location, people featured in the videos, descriptions, transcripts of the text, and more. This can boost engagement and provide users the info they need right away—such as a contact email or phone number for an admissions’ counselor.
These influencers or brand ambassadors help promote your school to the target market. Because of their social media cache, they have a direct line to markets you want to reach. Perhaps most importantly, these influencers have built a level of trust with their audience, which goes a long way in generating leads and creating conversions.
Use tags wisely. Time is of the essence, as Google cares more about how long people watch, instead of how many watch. Use ample, relevant keywords. Make sure they fit with your brand and that they will interest the people for whom the video was intended.
Create a full description. Don’t skimp on detail! Clearly describe key points of the video. This will make it easy for web crawlers to see not only what the video has to offer, but also that it’s valuable content.
Also, be sure to use relevant keywords, to help optimize the video for YouTube and Google. This can help boost your video’s SERP position.
Closed-captioning and transcripts also can help you in search. When closed-captions are created, they generate a text file that the video references as it plays. This text file is read and indexed by web crawlers, which can help boost your video in the SERPs.
Web crawlers index the text found in video transcripts. This helps them gain a greater understanding of the content, which can help boost your SERPs results. Transcripts are also great for pulling quotes and soundbites that can be used as pop-up visuals in the video, or other campaign marketing, like banner ads.
To Sum It Up…
In short, if a picture is worth a thousand words, a video is worth at least a million! Today video is the method people of all ages use to get the information they need, whether it’s from a desktop at home or checking their mobile device when they’re on the go.
That’s why more and more digital marketers are not only using video, they are optimizing it for maximum ROI. Follow these tips to optimize your video content and you’ll be sure to watch your return grown.