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02:52 – SEO ka kam kya hota hai?[SEO का काम क्या है?]
03:35 – SEO ki job ke parts [SEO के काम के हिस्से]
06:15 – SEO Myths [एसईओ मिथक]
06:30 – Black Hat SEO kya hai? ब्लैक हैट SEO क्या है?
07:16 – Keyword Density useful hai?
07:52 – Sirf high DA Backlink jaruri hai? सिरफ हाई डीए बैकलिंक जरुरी है?
09:12 – Duplicate Content Penalty hoti hai?
10:00 – Google Ads se rank badhti hai? [Google adwords se रैंक badhti है?]
11:07 – website user experience [वेबसाइट user experience]
13:05 – common issues in responsive websites
14:44 – Website’s Speed वेबसाइट की गति
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24:00 – How To Change NameServer In Google Domains [Google डोमेन में NameServer को कैसे बदलें]
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You’ve probably read a lot of case studies about people increasing subscribers and sign ups using email marketing. If you’ve tried to copy their tactics and failed, don’t feel dispirited. In most cases that success you read about in a 1,000-word blog post didn’t happen overnight.
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User Experience Design is a collection of activities that you do for a product or service and creating a product that is useful and useable for your users.
Let’s talk about the user, who is a user? User refers to everyone who is expected to use your assets such as websites or computer applications, and experience is the experience of a person using the assets in terms of how easy or pleasing of a product or production for users the way they want.
UX design is an interaction someone can have it with a product and users. The way how your user feels and thinks about your product or service, the most essential point is solving the problems of the user and solving the issues that the user faces every day.
You must discover the problems of users and how can you progress the users’ needs day by day, and solving the problems product that provides user experience e.g. the Samsung are thus designed with not only product consumption, so the UX designer they don’t create a usable product, they also create pleasure, sufficiency, and fun too.
So UX design stands for user experience, in other words, the design of experience for user and experience is an interaction between the product and the user.
UX designer is doing the stuff that makes people feel great and pleasure about your product when they use your stuff.
Come to the process section: The UX design is understanding the usability in understanding technology, what platform are you working and how does it work? Does it solve the problems of the user? the exact thing that they want. Let’s go through the process step by step together.
Step 1: Solving the user problem
What are their problems? And how can you solve that problem for your users, understanding the user needs and problems? You can solve the user problem by asking or talking to your user. Maybe sometimes finding a real solution is difficult but so you may need to dig deep and do some real-life observation as well as just talking to your user.
Step 2: Understanding your users and your brand
For what kind of platform are you looking for? To provide a useful and usable product for your user.
Step 3: User Experience
The most important part is User experience, the overall experience of users using a product, include effective and meaningful, valuable, usable interaction with your product.
Step 4: Research
understanding user behaviour, needs, and a collection of feedback that works in the real world with real people. In this way, you find out the user’s needs which should form the basis of what you’re designing.
Step 5: Evaluation
Evaluation is a batch of feedback of users before during or after using your product and interaction with your product. Evaluation is important for UX design to know the feedback of the user and their suggestion to your product.
Step 6: Interview, Focus Group, Discuss Team
You need to interview or discuss your product or service with your co-worker and a team, it needs focus group about that product your making for the user before publishing.
Coming together is a beginning,
Staying together is progress,
And Working together is a success.
Step 7: Usability Testing
Usability testing is a method that the test is doing by a real user to measure how usable or useful is a product and how easy it is for the user to reach their goals.
Step 8: Design
After doing all those processes this step is to work on the final graphic and using a great image and them and using different graphic styles to apply for them.
Design is not just What it looks like and feels like,
Design is how it works.
In UX design there are some skills you must focus on like collaboration is an inherent pointto progress in UX design, you must discuss and collaborate with your colleague or your team to talk about the product as well as taking their idea and feedback is very fine.
And also, communication is a great method for UX design to communicate with users and how to explain design and ideas in different ways to your audience and also interpret or justify your work and design to your users and solving the user problems.
Excitement for problem-solving: As there are different ways and solutions to test UX design multiple times before you can finally come up with a specific idea, just by having a passion for problem-solving can be very useful.
Work as a team: Always many companies provide the best product for their customers and its all the effort of a team, who work together to make the best product for users, so work with a team is the most valuable stuff that provides the better choice for a company.
Eventually, it’s all about solving the user’s problem understanding your user, how can you solve their problems? And interacting with your user and product. making the best product that is usable, useful, for your user. I hope you have found inspiration in many processes and skills I have mentioned in this article.
Looking back at the evolution of SEO over the past 20 years, having an exact match domain was originally a sure-fire way to rank top of Google.
Even dating back 10 years ago, many SEO practitioners benefitted from just buying an exact match domain, adding a bit of content and getting links from directories and this was enough to secure a page one position.
A new market emerged from domain-name selling. Many entrepreneurs were eager to get their hands on a valuable domain name, whilst thrifty businesspeople held onto domain names hoping to ‘flip’ them at a higher price.
This market continues today, with companies like GoDaddy and 123 Reg offering a marketplace for buying and selling domains, amongst other products.
But webmasters holding onto domains for their potential value has seen the most promising businesses never seen to be made, with websites such as cars.com, food.com, loans.com offering affiliate sites but not transpiring into major brands.
Not necessarily, there is a place for EMDs in 2020 and the right level of SEO can make it successful.
You do not get penalized just for having an EMD and in some cases, you will get a boost.
However, for the larger part, using exact match domains is going to be like walking on thin ice and could make you very prone to Google penalties.
For instance, creating new landing pages becomes an issue and you risk the possibility of keyword stuffing or over-optimization.
Your homepage should be the welcome page for your website and you should have nicely optimized landing pages coming off it and this where a lot of your SEO traffic will go to. The issue is that if your homepage is homeinsurance.com, using the right words for landing pages becomes tricky. Would you realistically create a page homeinsurance.com/home-insurance and would Google rank this?
When your homepage is likely to have more links pointing to it initially, there will be difficulty in ranking for other landing pages for that exact match keyword.
However, it is link-building that really becomes tricky.
Whatever anchor text you use, you risk the chance of using too much exact match anchor text – and this is a simple way to get a penalty. There are ways around this, such as using a wide range of anchor text, but finding the balance is tricky and it only takes one link of yours to be shared numerous times to make it look like you are running an exact match anchor text campaign.
The role of partial match domain names
Partial match domain names are a combination of the main keyword you are trying to target and something that is not related. A number of successful brands have used other words with the main keyword such as “hut”, “hub”, “network”, “market”, and so on.
Some examples of partial match domain names:
These brands only use half the target keyword, service or object, such as “sunglasses” or “fashion”.
This approach means that natural landing pages can be created without the risk of keyword stuffing and there is no risk of anchor text causing penalties when the brand name is linked.
Another partial match option is that you take a different word, which is more of an adjective or selling point.
A good example is a price comparison site, Forces Compare, which benefits from having ‘compare’ in its domain, and therefore gets a boost for every product it compares across cards, accounts, loans, and more.
There is also the business provider, Funding Invoice, which benefits from having the word “invoice” in its domain.
Some smart uses of partial matches could involve using words such as “free”, “cheap”, and “best” or locations such as “London” and “California”.
Using the right words by association
If you want to generate brand value, but do not want to risk the chance of a Google penalty, you can use a domain that has an association. You do not gain any immediate benefits from Google, but it will certainly look good from a user’s perspective and gaining a good click-through rate (CTR) will notably benefit your rankings.
This includes the infamous doorbell company, Ring.com, the dog food provider, Paws.com and the dating site, Match.com.
Are some industries better than others for using exact match domains?
Yes, we have to accept that Google treats some sectors very differently and when it comes to very competitive industries such as fashion, insurance and finance, they do not want to give anyone a quick advantage just because they own an EMD.
The best approach is to look at each industry and the SERPs that you are targeting. For some industries such as loans and insurance, there are very few (if any) in the UK search results, where “loans” and “insurance” are mentioned in the domain and they are positioned on page one.
However, if you look at the key term “casino bonuses”, around seven to eight sites on page one have the word “casino” in their domain name – highlighting the importance of researching each industry.
For industries where there is less competition and fewer penalties handed out (and this is particularly in local listings), there is only going to be a handful of people searching for “good plumbers in Orange County” or “pizza places in Brooklyn”– you are more likely to be successful using an exact match domain.
Is it too late to change my exact match domain?
No, if you have started with an EMD and have struggled to get it to rank or have been subject to penalties, you can look at changing the domain and you will still hold a lot of the good SEO you have built up.
Doing a 301 redirect to the new domain will hold 90% to 95% of the SEO value and also have a very quick turnaround time, providing that you have good content and UX to back it up.
A recent rebrand of the company Bridging Loan Hub to Octagon Capital showed that the rankings were restored within two weeks and continued to grow back to their original positions, and higher.
Conclusion: Do your research and focus on the brand
Exact match domains (EMDs) still have a role to play in successful SEO and this includes some target industries and local searches.
One has to be careful if they have a large SEO strategy depending on optimizing an exact match domain since this could see initial growth but also be high-risk in the penalty department.
The best advice is to research the industry and see who is ranking on pages one and two of Google. Do they use exact match, partial match or neither?
Either way, Google does not want SEO to be easy and they want it to be earned through other factors such as good design, UX, content, and link-building.
Every time, the most effective and risk-free approach will be to create a keyword-free brand name and build an online brand using good, clean SEO. This should be complemented with other traffic sources such as direct, email, referral and social media to see the maximum effect.
Daniel Tannenbaum is co-founder of Tudor Lodge Consultants.
Video is not only a content type anymore, but it has also become a culture. Before that, theater movies and TV had driven the culture, and the only thing that has changed over the past few years is the platform.
Culture is what drives the marketing around it, and 83% of marketers believe that video is becoming increasingly important; a clear indication of more brands using them as a part of their marketing strategies. It can be clearly seen how important video has become for every platform and marketing channel.
And, if you’re not creating videos for marketing campaigns, then you will be left behind this decade.
According to Cisco, 82% of internet traffic will be through videos by 2022. And according to TechCrunch, people watch 1 billion hours of YouTube video per day (That’s more than Netflix and Facebook video combined).
In our digital times, everyone is capable of publishing videos and everyone is publishing videos; all you need is a good camera and an internet connection. This culture-driven ability now belongs to anyone who can create a video and is so captivating that the right group of people choose and prefer to watch videos.
A person who will never read a 100-page book will gladly watch a 10-minute IGTV.
Video is more than just cute babies and funny animals. It’s so powerful that, even mentioning the word “video” in your email subject line can increase the open rates by 19%.
In this article, I’ll unveil all the fundamentals, tactics, and best practices for video marketing.
What is video marketing?
Video marketing is all about creating a video to market and promote your product/service, educate your audience, increase engagement on social media, widen your brand awareness and reach your audience with interactive content. There are some popular platforms like YouTube, Facebook, Instagram, TikTok, and Snapchat that businesses are using for video marketing.
Brands are making videos to help customers make better purchasing decisions by understanding and analyzing their favorite products and features in an engaging way.
Share of businesses using video on their landing pages worldwide from 2016 to 2018
According to HubSpot, 72% of consumers prefer to watch a video about a product than a read product description and more than 50% of consumers want to see videos from brands more than any other type of content.
A quick question.
Why do videos work so well?
Because our brain can’t resist the visual outburst, videos are easy to follow-through and we get addicted to them. We remember dialogues from the movies we watched in the past decade but we hardly remember some paragraphs from some book we read a few years back. Movies are just a visual representation of the scriptwriter and storytelling of the director.
Half of the internet users look for a video before visiting a store (Google) and your campaign can’t survive without video in your marketing strategy where 87% of businesses now use video to help market their product and services (WyzOwl).
Using video marketing for business isn’t something brand new but to obtain the best results, implementing a proper video marketing strategy is a must.
Gone are the days when throwing some random video in your strategy worked, it’s now more than 80% of the content on the internet and the field has become highly competitive.
Developing a video marketing strategy that works
According to HubSpot research, customers and consumers prefer low-quality authentic video than high-quality inauthentic video. Simple, mundane videos don’t work all the time in the world of marketing. Today, documenting your different work processes like BTS (behind the scenes), vlogs, live videos, and product walkthroughs seem more real and human than videos created filled with artificial effects.
The versatility of the video content you publish also makes it a successful marketing strategy. Be it the branding of your ecommerce business or tapping into new audiences, videos have always got your back.
93% of businesses reported getting a new customer on social media, thanks to video. It’s also very important to create a sound strategy when you’re planning to implement video in your marketing which should include:
Creating a script based on customer’s pain points
Designing a template that reflects your branding
Distribution of video on different platforms
Feelings or emotions you want to evoke
The persona you’re targeting with the video
Recording and editing the video
Integrating video into different marketing content
Coming up with new topics and trends
Analyzing the video performance
Improving your strategy based on your data
As we have discussed before, that video is accessible to everyone and any type of business, you only need the right strategy to kick-off. Whether you’re executing operations in the service team or the marketing team, the usefulness of video is apparent everywhere.
Let’s dig deep into the types of video you can create for the different marketing campaigns:
Types of marketing videos
You will be having different objectives for your marketing campaign and based on that you’ll choose the type of video you’re going to create. So, here is the list of top marketing video types to choose from:
1. Explainer videos
The primary purpose of explainer videos is to educate your audience whether it’s your product/service or some concept in your industry. They generally are short in length and it shouldn’t be more difficult than curating decks of slides in the presentation. It’s kind of a scripted journey of your customer’s problem and how they can resolve it.
2. How-to videos
How-to videos are the most popular type of video which customers love to consume and revolve around the educational concept to teach your audience in a step-by-step manner. These types of videos are compelling because they literally show you how to do something.
3. Customer testimonial videos
Customer testimonial videos are the best way to showcase social proof and brand advocacy for your brand. You can ask your consumers to tell their story on camera, what challenges they faced, and how your brand helped them overcome those obstacles.
4. Live videos
In this type of video, you have the ability to brief your product or service to your audience in a systematic way. It can be an unboxing review, walkthrough or run your physical product through some tests.
72% of people would rather use video to learn about a product or service (WyzOwl).
5. Personalized video messages
Are you out of ideas for your email marketing campaign?
Try creating video messages.
Nothing can be more personalized, charming and captivating than this type of video message. It will not only improve engagement rate but it will also move your prospect down the funnel towards conversion. See how Marketo used personalized video messages to invite their audience to the summit.
6. Live videos
According to Livestream.com, users watch live videos 1.8x times longer than non-live video, representing the present aspect of your brand. It allows your audience to participate, engage, and connect with your brand in the live video.
You can use live video content to stream events, Q&A sessions, presentations, interviews with experts and foster your audience to interact with your brand.
In this Facebook live video, Martha Stewart prepares viewers for holidays with some outdoor decorating ideas and encourages them to buy each product at Home Depot.
7. AR/VR and 360° videos
Everyone in the industry knows that AR/VR is the future and its market has already reached $16.8 billion US. These are future tech that will skyrocket your customer’s experience and you should be integrating your products by now.
VR and 360° videos are important videos that let you put your customers into another person’s shoes, for example, Oreo ran this fun campaign which lets you experience the Oreo virtual world. On the other hand, AR allows people to check out products while sitting in their homes. Everyone knows IKEA furniture App did this beautifully by showcasing their furniture and homeware in your specific living rooms.
Customer experience journey through video marketing
Everyone is familiar with the customer journey or the funnel as we say in which a customer goes from showing interest in your products or services to buying them. Videos are not any piece of content that you can introduce to your audience at any time or any platform. I say that no content should be introduced to the customer in the funnel at the wrong time.
Customers can be offered an additional incentive to push them towards buying a certain product. According to the latest coupon statistics, 86% of millennials say that deals and discounts impact their purchase decisions. This makes coupons a perfect weapon of choice for video marketers.
Here’s a brief to every stage of the customer journey and what type of videos you should introduce to your audience at each stage of the funnel:
This is the initial stage of the customer’s journey where you show them who you are and what you represent.
Your prospect has a great product but he is unable to generate revenue.
Prospects try to find the solution on Google by typing their issue.
He ends up watching YouTube videos and learns that his problem is ‘A’.
Again, he searches “how to solve problem A” and one of your customer review videos pops up in the suggestion.
He gets intrigued by the comments on your video and checks out your YouTube channel.
Finds out that you have uploaded tons of helpful videos and shares them with the team.
Every time he visits YouTube, your videos are recommended as suggestions.
“84% of marketers credit video with increasing traffic to their website.”
Type of videos to use:
In the consideration stage, prospects know that they have a problem and want to find the solution. They try everything to find the solution, ask a friend, compare alternatives, search on Google and want a cost-effective solution to the problem.
They know the problem and watch one of your videos on YouTube but it is just a teaser. They click on the given link to watch the full video on your website.
They watch one video after the other because of the pop-ups.
In between, an email submission form comes up and they fill it. Congratulations, you’ve captured a lead. It triggers an email via your automation platform.
Just a few days later, they receive an email with a relevant video.
After checking their watch history, the sales rep sends them a personalized video that is shockingly relevant. They end up booking a meeting.
This kind of customer care strengthens the relationship.
“80% of marketers credit video with increasing the average time on page for their website.”
Type of videos to use:
Testimonials and Video Case Studies
Detailed Product Demos
Personalized Video Voicemails
In the decision stage, customers are quite close to making a decision to buy your product or service and it’s your job to create crystal clear smooth processes for the transaction. They should feel like they have control over the complete process and know every detail.
Team of prospect lists out all the alternatives including your brand, then they schedule a demo but only your brand sends them a video which makes it easier to understand the product.
Prospect sends you an email with a few concerns and you reply to them with a video walkthrough.
During their research, they search for a solution to problem X and they find your YouTube video, which makes you the top vendor.
After a few days, with a deal on the table, they receive a personal video from a senior executive of yours and they buy.
Prospect receives a welcome video from the sales rep and an intro to what’s gonna happen next.
You redirect the prospect to the on-boarding video library which makes the whole process even smoother.
Now, when their team faces any problem, support videos with screen recording resolves every issue in minutes.
“83% of marketers say video results in a good ROI.”
Type of videos to use:
Campaign Nurturing Videos
If someone buys your product or service, you’ll always get a chance to engage them with your content and updates that help them grow with your product and industry.
The customer finds your product very useful and is very pleased with it.
They create a short testimonial video and your marketing team uploads it on your YouTube channel.
New prospects find that testimonial on Google and visit your YouTube channel. The cycle repeats again.
“86% of viewers say they regularly turn to YouTube to learn something new.”
Type of videos to use:
Product/Brand Update Videos
Social Live Videos
I have shown you how we can integrate videos in each stage of the customer journey. It’s not mandatory to use all of them but it’s recommended to use personalized videos as much as you can. So, design your next customer journey close to perfection with a sound video marketing strategy.
No marketing campaign can be successful without a defined goal and continued experimentation after measuring the data metrics of the campaign. Your goal for running the campaign could be brand awareness, increasing website traffic, or even conversion.
How can you define your goal for the campaign?
By considering your target audience, buyer personas, media they consume, when they consume it, and which stage of the buyer’s journey they are in.
Having a better understanding of these metrics will help you measure your campaign success and define your goal of the campaign. There are several marketing tools available that make it easy for you to evaluate different Key Performance Indicators (KPIs).
Here are a few important metrics that you need to keep your eye on:
1. Rate of play
This metric helps you grasp insight into how many people are actually watching your videos. The rate of play is the percentage of people who played your video divided by the number of impressions on the video.
Factors that play an important role in improving this metric include your thumbnail, platform you are publishing the video on, the initial few seconds of the video, and many more. If you’re getting tons of impressions but no one is playing your video, then you need to optimize your videos as soon as possible.
2. View count
The total number of view count on your video reflects how many times viewers have watched your video. It’s easy to measure but tricky to derive because different platforms measure view count differently.
Facebook takes 3 seconds and YouTube an entire 30 seconds of playtime to measure one view count. This metric is also known as reach which means if your goal is brand awareness then this metric is great to track.
3. Click-through rate (CTR)
This is an important sign that signifies if your video is extremely good or not because its primary goal is to make viewers take a desired action that leads them to an already-optimized landing page with a clear call-to-action (CTA).
CTR is the number of times your call-to-action (CTA) is clicked divided by the number of times it’s viewed.
4. Social media sharing
It’s way too easy to monitor the social sharing metrics and it’s extremely important to increase your organic reach on the internet. The social sharing metric shows you how many shares you’re getting on social media from your viewers.
A “share” is the active engagement that a viewer takes to share a video with his friend when they really like the content. When one viewer shares the video, then a similar audience on his network is more likely to share and it creates a chain reaction that helps you reach a wider audience organically.
5. Conversion rate
It’s the rate of conversion for your video campaign that tells how many leads, prospects or customers were generated through your videos.
Conversion rate is the number of times visitors completed your desired action divided by the number of clicks on your CTA. However, measuring this metric is kind of difficult but you can surely track it if you work smartly.
6. Completion rate
It’s the most liable metric for videos because it shows how many people have watched your video completely.
The completion rate is the number of people who completed your video divided by the number of people who played it.
If no one is watching your videos completely then your content needs to be optimized. It shows the success rate of your video marketing campaign.
7. Bounce rate
You might be thinking about how this metric is important in measuring video success. Sometimes, it happens that adding a video to the web page improves the session duration.
The bounce rate is defined as the rate of your video played, where the viewer actually watches some part of your video.
So, start off by noting down the bounce rate of the page before you add the video and after adding the video to the page, check if there is any improvement in the bounce rate. And how the audience is interacting with the new video content.
Bonus tips for awesome video content
As I mentioned in the beginning, everyone is capable of producing and publishing content these days and everyone is doing it. So, before concluding this blog, I would like to give you readers a few more tips, techniques, and strategies to give you an edge over other creators.
Here’s the list of resource requirements you need to fulfill in order to start producing the video content:
Camera: A decent quality DSLR camera would be perfect for the job and will cost you around $500-$600. A high-end camera smartphone like Samsung S10+, Google Pixel 4, or iPhone 11 Pro will also do the trick and will cost you the same.
Tripod: It’s very effective for video stabilization and vlogging purposes as it makes your camera portable to carry. So, spend on tripods which are lighter in weight.
External Mic: This will improve the quality of sound in your video and especially when you’re shooting for online courses and explainer videos. It will cost you around $100-200.
Lighting: In the starting, you can use a reflector to take advantage of ambient light. If you want to step up to more powerful lighting, you can use something like a softbox.
Editing Software: You just need a few skills like editing out your vocal pauses and inserting some text. This would be enough to make a good quality video, as the final content matters the most anyway. You can use expert tools like Adobe Premiere Pro in Windows and Final Cut X Pro in Mac.
Editing Hardware: As much as you need the editing software for finishing videos, you also need some graphic power to run that software. Low-graphic power systems make it difficult to alter large size files. It should have minimum requirements – 8GB RAM, 2GB VRAM Graphic Card, Intel 6th Gen or AMD FX.
Make a great video
In this section, we will check everything that makes a video great:
Use a script: Writing a script for your video helps you deliver 2-3x content in a short period of time. You don’t have to write each and every word; the outline structure will do just fine. For reference read: Write a Video Script
All direction lighting: Using the omnidirectional method gives your object more sharpness and natural feel.
Soundproofing: Shooting in an echoing room will make you sound terrible. Buy soundproofing material or throw some thick yoga mats on the floor.
Color Correction: This can make a huge difference in the output of your raw footage. It is the most undervalued but an important editing part of the video.
Lots of cuts: Cutting is essential to the delivery of your audio and making it clean, and precise. It can help you remove all the noise, avoid filler words, and streamline the content flow.
Animation Effects: If you’re making explainer videos or educational content, then graphics give you a bonus in conveying your message. You can use software like Adobe After Effects and also outsource tasks to some experts in the field.
Few more strategies
Here are a few more advanced strategies that will help you give more views on your videos:
First Impression: Capture your audience’s attention in the first 5-10 seconds by starting your video with a question, compelling story, or telling them what they will learn in the whole video.
Longer Videos: Try uploading videos longer than 5-10 minutes on very different topics and make them detailed and filled with insights. Long-form content works greatly if created well.
Theme Consistency: You should be consistent with your branding in each and every video. Try to create a theme consisting of your brand color, font, voice, and niche topics which will help you increase brand awareness.
Humor: Using humor in your videos will make your content more watchable. I don’t recommend filling it up with jokes unless you’re a comedian. Just using one or two light-hearted funny lines in the script would be perfect.
Sequence: Always ask your audience to watch the next related video on the topic. On YouTube, you can show them in suggestions and make a playlist.
Tools for video analytics
We have already learned what metrics we should measure and here’s how we can measure them:
Vimeo: Advanced video analytics to help you learn more and decide better. It delivers quality and focuses on building a huge community.
Wistia: It has a great feature to show you the bounce rate when a person jumps off from your video and a complete brand customization capability for embedded players.
Vidyard: It offers a defined reporting dashboard and has integration with major marketing automation software. It also gives real-time video views data.
Google Analytics: Firstly, it is free to use. Perfect if you’re just starting off. It gives you the ability to build a customized dashboard and can be specifically used to track conversion rates.
I hope that you’ve enjoyed this guide for video marketing and its best practices.
Video marketing may look intimidating at first but it’s the present and future of content and you can always start slow. You’ll be able to produce good quality content with practice and don’t forget to align content with your brand.
Creating and publishing videos to grow your brand is way easier than ever and make sure to be a part of this big bubble. Start by turning your epic blogs into different, small pieces of videos in an interesting way and re-purpose all your insightful text content into videos.
Go out other and amaze your audience with your videos and keep improvising all the time.
Light, Camera, Roll, Action!
Which part of this guide intrigued you the most and what points did I miss out on?
Please have your say. I am listening.
Himanshu Rauthan is an entrepreneur, Co-Founder at MakeWebBetter, BotMyWork, and the Director of CEDCOSS Technologies. He can be found on Twitter .
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For local businesses today, there are numerous different ways to market your brand online. The majority of your potential customers still use Google to find local businesses near them — businesses where they will spend their hard-earned money. In fact, 80% of searches with “local intent” result in a conversion.
This begs the question: “What’s the best way to catch the attention of local searchers on Google?”
The answer: through Google Maps marketing.
What is Google Maps marketing?
Google Maps marketing is the process of optimizing the online presence of your brand in Google Maps, with the goal of increasing your brand’s online visibility.
When you search a query on Google that has local intent, you often see something like this:
Google Maps marketing utilizes a number of strategies and tactics to help your business become one of those three positions on local map packs.
Why is marketing important for Google Maps?
The reason every local business should care about ranking in Google Maps is simple: potential brand visibility.
It’s no surprise that Google is by far the most popular search engine. But what about Google Maps specifically?
Thus, any business that is serious about getting found in this day and age needs to utilize the power behind Google Maps marketing. This is why we at Ratynski Digital focus much of our local SEO time on getting our clients to rank both in Google Maps AND organic search results.
Google My Business (GMB) is a free platform provided by Google where local businesses can create a profile that is displayed across a variety of Google products.
In order to qualify for a GMB profile you must make in-person contact with your customers during your stated business hours. This may mean that you have a brick-and-mortar location where customers come to see you, or perhaps you travel to see your customers.
A GMB profile can display a variety of information about your business such as:
Business category or industry
Locations that you serve
Products and services
And much more depending on your industry!
The purpose of creating a Google My Business profile for your brand is to increase your rankings, traffic, and revenue.
Click on the blue button that says “Manage now” (be sure you are signed into your Google account).
Step 2: Create the listing and name your business profile.
Name your new listing and start adding all of your important business information.
It’s important to note that before you create your GMB profile, you should familiarize yourself with Google’s guidelines. And please, don’t create GMB spam. Not only will creating fake or spammy listings offer a horrible user experience for your potential customers, but it also puts you at risk for penalties and suspensions.
Step 3: Add as much relevant information about your business as possible.
Remember all those different types of information I mentioned above? This is when you get to add those to your profile. Take advantage of this free platform and try to include as much relevant information as you can. Keep in mind, you will want to avoid adding GMB categories that are NOT relevant to your business. You should also work to keep all of your Google My Business contact information accurate, and make sure that it matches your website.
Step 4: Verify your profile.
If this is a brand new account, you will need to verify the physical address with a postcard that will be sent via mail by Google.
If you are claiming a listing that already exists on Google Maps but is not verified, you may be able to verify the profile via email or phone.
Step 5: Pop the champagne — you did it! Easy peasy.
Now that we are all set up, let’s dive into Google Maps SEO.
Top Google Maps ranking factors
It’s important to have a firm understanding of Google Maps ranking factors before you can expect to see high-ranking results. Once you understand how it works, Google Maps marketing becomes as easy as operating your 7-year-old’s Easy Bake Oven.
Okay, maybe not that easy, but everything will be much more clear. For a deep dive, I recommend checking out Moz’s 2018 local ranking factors study, but I’ll cover the top factors here.
In a nutshell, there are eight ranking factors that contribute to ranking in Google Maps and the local pack:
Google’s local algorithm analyzes all of the signals listed above and ranks listings based on the following three areas:
Proximity: How close is the business to the searcher?
Prominence: How popular or authoritative is the business in the area?
Relevance: How closely does the listing match the searcher’s query?
Now that you have a handle on how the local algorithm works and its many ranking factors, let’s talk about specific ways to optimize your GMB profile to improve your ranking in Google Maps.
How to optimize for Google Maps
To kickoff your optimizations, double check that ALL of your business information is filled out in full and 100% accurate. This includes adding the many services that you might offer as well as descriptions of those services.
Sherri Bonelli wrote a comprehensive post on optimizing the information on your GMB listing. She did a great job covering that topic, so I am going to focus instead on three more factors that will make the biggest impact in the shortest amount of time:
1. Get more online reviews
Reviews continue to be one of the most important components for ranking in Google Maps, but the benefit of building more reviews is not purely for the purpose of SEO (not by a long shot).
Reviews offer a much better customer experience. They help to build up social proof, manage customer expectations, and they can sell your product or service before you even get in touch with your customer.
With 82% of consumers reading online reviews for local businesses, every business owner needs to understand the importance and power of reviews.
Google understands the customer’s desire to read reviews before they visit a store or trust a brand. They have heavily factored reviews into the local algorithm because of this (reviews from both Google and third parties).
Keep in mind that the “review factor” is not simply a measurement of who has the most reviews. That is certainly a piece of the puzzle, but Google also takes into consideration many other aspects like:
Whether a review has text along with the star rating or not.
The words chosen to write the review.
The overall star rating given to the business.
The consistency of reviews.
Overall review sentiment.
Business owners must regularly train themselves (and their team) to ask their customers for reviews. It’s important to set up systems and processes to make review generation a regular occurrence.
I also recommend setting up a process or purchasing a service that helps with review management. For example, Moz Local offers the ability to monitor the flow of reviews as well as comment and reply to those reviews as they come in (all in one cohesive dashboard). Always reply to your reviews!
Pro Tip: Don’t ask for a review too early. Too many businesses ask for a review for a product or service before their customer has had the opportunity to fully experience it (and actually benefit from it). Only after they have had the chance to solve their problem with your product or service should you ask for a review.
2. Build local links
Links are still one of the largest ranking factors in Google’s algorithm (both in organic ranking and in Google Maps). In fact, building local links is especially important if you want to rank in Google Maps.
It’s true that any link that isn’t marked as nofollow will pass “authority”, which will likely help with rankings. However, local links are especially important because they have a much higher probability of driving actual business.
One of the best ways to start building local links is to utilize your local relationships around town. Think about other businesses that you work closely with, organizations that you support, or even companies that might qualify as a “shoulder niche”.
For the highest success rate, start with businesses that you already have a relationship with or know well. You could offer to write or record a testimonial in exchange for a link, or perhaps you could co-create a piece of content that benefits both of your audiences.
Here’s exactly how to do it:
Create a list of niches that offer services that compliment (but don’t compete) with your business.
Consider how you might be able to incorporate these other companies into your content outreach.
For example, a carpet cleaning business may decide to create a really helpful piece of content about cost-effective ways to increase a home’s value in a specific market. They might include advice about landscaping, painting, and of course, carpet cleaning. Before writing the content, they could reach out to a few local painting, landscaping, or home service businesses in the area and ask if those businesses would be willing to collaborate on the content and perhaps add a link to their resource pages.
This process can also work even if you don’t have an existing relationship with the business currently. Here’s a basic outreach template you can use:
My name is [YOUR NAME] from [BUSINESS]. We are actually business neighbors in a way, as we are located not too far from you in [CITY]. I often pass by [THEIR BUSINESS] on my way to [LOCAL LANDMARK/DESTINATION].
I thought it was finally time to reach out and say hello, and let you know that if there’s ever anything you or your team need, please let us know.
Also, I am working on writing an article about [INSERT BLOG TOPIC HERE]. Since our businesses both serve a similar audience and compliment each other nicely, I was wondering if you’d like to be featured in the article?
I am going to include a section about [TOPIC ABOUT THEIR INDUSTRY], and would like to use a sentence or two with your advice coming from the [THEIR INDUSTRY]. It might even make a great addition to the resource page on your website. Please let me know if this is something you’d be interested in.
Either way, thanks for your time, and great to meet you!
Pro Tip: If you are working to build links on a budget, it may help to get approval for the link before you invest the time and resources in content collaborations.
3. Fight off GMB spam in the map
This final optimization is less of an “optimization” and more of a tactic. This tactic is powerful because unlike most GMB optimizations, the goal is not to do something better than your competition, it’s to remove the competitors that are trying to cheat their way to higher rankings.
Just how powerful is this approach? Very.
Let’s take a look at this Google Maps SERP as an example:
At first glance, all of these listings seem legitimate. However, after about two minutes of investigating you can quickly discern that a few are fake. One of them doesn’t have a website and links to Nerdwallet, some are using fake reviews, and some are even using fake addresses (one is using the DMV’s address).
Now imagine you are DCAP Insurance (a real company) and you are trying to rank higher in Google Maps. If you successfully remove the top four spam listings, you have now jumped to the #1 position without making any additional optimizations.
Starting to see the logic behind this approach?
Unfortunately, Google Maps still has quite a bit of spam throughout its ecosystem. In fact, out of the top 20 spots in the example above, I was able to find seven fake listings and three more that were extremely questionable. This approach can work whether a listing is using an improper business name, keyword stuffing, or is a fake location entirely.
How to remove or edit Google My Business spam
Create a detailed record of each GMB listing you find and what edits are necessary. This will help later on if the changes keep getting reverted back.
Next, head over to Google Maps, find the listing, and click on “Suggest an Edit”.
Depending on the issue at hand you can either select:
“Change name or other details”
“Remove this place”
If you’re trying to remove keyword stuffing from a listing’s business name, you simply select “change name or other details” and make the necessary edits.
If you’re dealing with spam of some sort, you will need to select “Remove this place” and then select the exact issue from the drop-down list.
When suggesting an edit doesn’t get the job done
Unfortunately, submitting an edit about spam doesn’t always cut it. When this happens the best way to handle these spam listings is to use Google’s Business Redressal Complaint Form.
When using the redressal form, you’ll need to provide evidence before the required action takes place. For more information, be sure to check out this helpful resource.
Google Maps SEO checklist
At this point, you likely understand the importance of filling out your Google My Business profile to completion. But that’s not all it takes to rank in Google Maps — ranking requires comprehensive optimizations on a variety of levels and there is often not just one magic thing.
To help you cover all your bases, I created this Google Maps SEO Checklist that will help you pinpoint specific areas for improvement.
Tracking results and GMB analytics
Tracking your results is crucial in every aspect of SEO and online marketing, and Google My Business is no different. Most of your profile analytics will be found in your Google My Business account.
You can find this information by logging into your account and selecting “insights” on the far left side. Here is an example of what that looks like for Roadside Dental Marketing’s Google My Business account.
From there, you should be able to see things like:
Which specific search queries triggered your listing.
How often your listing appeared in Google search.
How often your listing appeared in Google Maps.
What kind of customer actions were taken (e.g. visiting your website, requesting directions, phone calls).
Where customers are requesting business information from.
Which days of the you week get the most calls.
How many photos have been viewed, and how that number compares to your competition.
The one thing that GMB analytics does NOT offer is any sort of rank tracking. Thankfully, the brilliant people at Moz are working on Local Market Analytics (beta). LMA not only offers rank tracking on a local level, but it also contains a plethora of competitor information within a target market.
While covering the GMB basics is fine and dandy, comprehensive optimizations coupled with making ongoing improvements is what truly separates the wheat from the chaff. Regularly test different optimizations within your industry and market and closely monitor your results. If you’re ever in doubt, do whatever is in the best interest of your customer. They must always come first.
By investing in Google Maps marketing, you’ll be able to drive local leads to your business on a consistent basis. If you find yourself with any questions, let me know in the comments below or on Twitter and I will happily answer them!