If you have decided that video marketing is the best format for your business, you probably have already realized that things are a little different for you. It is true that the world of SEO and Online Marketing has a few crucial guidelines and tips that work for most, but you should consider video marketing as a generally different game, with its own special rules, players and tricks.
In case you are using videos to target a local market, for example, keyword tools like Long Tail Pro would be of little use in measuring the competitiveness of your keywords. That is because these tools really focus on the results and competition data of the first page - usually websites and listings (Google My Business, Maps, etc).
No need to worry though, as there are other processes to analyze relevant keyword competitiveness and performance in local videos. Read on for our favorite method and tips.
There are plenty of versions of these programs. Example are: Live Rank Sniper by Peter Drew, Video Marketing Blitz by Abs, Video Instant Prospector by Jeffrey Evans and Mega-Ray, on which we held a webinar recently.
They will test various keywords by uploading very short videos to a channel. After a while, they will track the ranking of these videos, indexing them and specifying their location in organic search.
Sometimes, they will find videos that were just uploaded and yet made it to page one or two. These are the long tail keywords you should focus on because most likely, you will have a good chance at ranking for them... because you just did!
The next steps should be deleting the so called poking videos - those that were uploaded just for testing purposes - and create a proper quality video, making sure to optimize it for conversions, call to action etc. After your best SEO optimization, you’ll likely rank for the tested keywords.
As it happens with most techniques, results are not guaranteed. Yet, you will have a better idea of what keywords have the best chance to rank on page one than you would have if you hadn’t run the test.
Additionally, this method has the added benefit of returning you with real world results which lets you find keywords and build keyword lists or keyword ideas that you might never have uncovered with any tool.
Test, test, test
In fact, there is no method that will guarantee performance results. Continuous testing is indeed your best option, and the more you test the better results you’ll get.
This is especially true for local videos, where you should test variations of your target keyword to see which ones will actually work for your audience and market.
It is important that you never set yourself on a particular term, insisting and telling yourself that you absolutely need to rank for it only. From experience, some local keywords simply won’t work. They could be too broad, perhaps Google just doesn’t like placing videos for them, and there are plenty of other reasons.
What matters is that even if you put all your efforts and a great amount of time into ranking videos for that particular local keyword and even make it eventually, it might not stick.
Testing is always a better option than forcing: it will give you better results, and will do it quicker. Be open to go after versions of your initial local keyword that performed better during tests and pay attention to results NOT search volume forecasts or monthly searches shown by SEO tools.
What about very competitive keywords?
Usually, we would suggest to leave those aside. In case they’re absolutely critical for your campaign, your best option is to focus on the longer tail ones, which are easier. You should then set up a YouTube silo and insert your most competitive keyword - the one that’s harder to rank for - at the top of the silo. Then, use internal linking patterns to support your silo. You can find out all about those in our YouTube Silo Academy.
After these steps, all your videos targeting longer tail keywords will go on to reinforce your silo and your keyword theme. This will boost your chances to rank for your most competitive term.
In general, YouTube siloing is so easy and effective that together with channel and video optimization you will begin to see results. Adding in basic video boosting tools and methods like Syndication Networks and Video Powerhouse embeds should be part of your default procedure for video ranking.
However, you should consider targeting competitive keywords only when strictly necessary. As for any other business decision, it’s important to factor time, money and resources invested against results and rewards.
Always keep in mind is that each keyword is a unique case in itself. As it’s often the case in SEO, the best strategy is to try and test different options as much as possible, and learn from experience.