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SEO: Videos

via LinkedIn Learning

Overview

Learn about how to increase the size and quality of your video audience with strategic marketing and search engine optimization (SEO).

Video is a powerful, engaging, and entertaining way to connect with consumers that has a potentially huge return on investment. It's easy to access on any platform, and increasingly easy to create. Digital marketing expert Matt Bailey walks through the important elements of a successful strategy for using video to sell products, create a channel for advertising revenue, or cultivate an audience. Discover how to use keywords to make videos more searchable, market more effectively to increase viewership and retention, and apply analytics to improve marketing. Matt explores a complete framework for planning, design, and branding of online video.

Syllabus

Introduction
  • Video marketing: powerful stuff
  • The video marketing players
  • Video in the sales cycle
1. Start with Keyword Research
  • Keyword research
  • Use a keyword research tool
  • Organize keywords
  • Keywords for video
2. Optimizing Video for Rankings
  • Planning your videos with scripting for clicks and attention
  • Integrate keywords into video titles, filenames, and descriptions
  • Write effective titles
  • Create playlists to increase retention
  • Using subtitles to increase search engine optimization (SEO)
  • Embed and optimize video on your website
3. Optimizing for Popularity
  • The YouTube algorithm—the rich get richer
  • Popularity factors in YouTube
4. Get More Clicks from Results
  • Clicks and impressions click-through rate (CTR)
  • Thumbnail: Always create custom thumbs
  • Nail an introduction that suits your audience
5. Optimizing for Views
  • Category: Increase views by getting in playlists and similar content
  • Cards: Increase your engagement
  • End screens: Cross-promote your content
  • Retention: Don't lose your audience
6. Analytics and Measurement
  • Watch time, views, and retention
  • Demographics and traffic sources
Next Steps
  • Next steps

Taught by

Matt Bailey

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