As buyer attention spans shorten, marketers are searching for methods to identify and separate the casual website viewer from an interested buyer and better yet convert that person into a new lead — all in tandem. This art or some would say science, is deeply yearning for new and innovative marketing assets to use as hooks to generate leads (outside of the standard white paper, case study, and eBook).
Enter video, we have all heard about how ‘wonderful’ YouTube is, and it’s increase in SEO, and the fact that it is free. That’s great! But for the purpose of this article we are going to talk about video used with video content marketing technology that leverages onboard analytics so we can track and measure how the video is performing, since that’s what matters after all.
Marketers know that the top of the funnel is where most traffic is derived and is the absolute first impression a buyer gets of your organization. Get things right in this stage and you are in really good shape! Because of the high traffic nature of this part of the funnel, its a great place to use video content. With a video marketing platform, like Vidcaster you can increase the visibility and access of your reach to organic search via video SEO.
Here’s a breakdown of how the world’s largest software integration company, Informatica achieved first page ranking on Google for the search term ‘salesforce integration.’
Goal: To standout amongst the stiff competition in the system integrations vertical in the Salesforce.com ecosystem.
Informatica was looking for a way to stand out in front in a competitive landscape in organic search. The keywords they bid on are expensive and yet still do not put them in optimal position to win key traffic that converts. Organic traffic is best, even better organic ranking with a video thumbnail. How best to do it? Embed a video on the page that you want ranked, make sure your keywords are in check and watch the magic happen.
The Results
Image may be NSFW.
Clik here to view.
A little background on Informatica’s video strategy before I get to explaining how they achieved such amazing results using Vidcaster. Informatica has a YouTube channel with over 300 videos, broken up into a number of playlists based on products, and types of content. They also have a Vidcaster powered video site and resource portal, which is the central distribution center for all their video marketing efforts. Video content is uploaded to Vidcaster and distributed to the YouTube channel via integration, analytics are pulled back into a central dashboard where they can be analyzed and parsed.
Since Vidcaster is a complete video marketing suite, Informatica has the ability to publish videos to their video gallery and also embed those videos on select pages to increase the ranking and value of the page. Best practice is to embed a video leveraging the same keywords as the page you are embedding it on, this method is more likely to get the page ranked since the two assets play off of each other. I won’t go into detail and necessarily compare Vidcaster to other solutions available in this article, but its fair to note that in most cases, in order to get premium SEO benefits from video, one would need to get into the code and add a few types of scripts to a page’s source code, with Vidcaster, this manual work is not necessary.
Here’s how Informatica achieved first page ranking with Vidcaster
1.) Host videos in a branded player and give them a home on your website
Informatica centralized their video content in a video gallery, giving each video a home with a unique URL, so video can be shared across the web and when traced back from a human and robot perspective would show that all roads point to their domain name, giving the videos credibility and SEO juice.
Image may be NSFW.
Clik here to view.
2.) Match the appropriate video with a page with related written content
Its important to make sure that the video you are embedding with written content is enhancing the message, therefore the title and any meta data from the video should match target keywords from the page. In this case the keyword is ‘salesforce integration’ and it just so happens that Informatica has a video that covers just that topic.
Image may be NSFW.
Clik here to view.
3.) Embed the video in the article
Grab the simple iframe embed code from Vidcaster and place it on page using your CMS or whatever powers your corporate website. Make any necessary adjustments to the size, width, etc.
Image may be NSFW.
Clik here to view.
4.) Wait and Results
Once you have added the video to the page you want ranked with a video thumbnail, it quickly becomes a waiting game. Sometimes that page is reindexed within a few minutes, sometimes it takes days. In Informatica’s case, results were seen in a few days.
Pairing your video content with the right video marketing platform is the key to success, but if implemented correctly, can change your inbound marketing efforts dramatically and make that top of the funnel messaging more effective. Give it a try!
The post How Informatica Cloud Used Video SEO to Stand Out From Competition appeared first on Altitude: Elevating Video.
Image may be NSFW.Clik here to view.
