I found this an interesting read, and I think it's going to prove relevant and helpful for some of you. Basically, creating and marketing videos goes far beyond YouTube findability.
It's not just about whether your product is suitable for YouTube, for instance.
Videos can make your content better, your product easier to understand and your brand more credible and relatable. Further, videos continue to receive exposure on Page 1 of Google's search results for an increasing number of queries. And even beyond that, a well-shaped video strategy can boost your overall SEO efforts. The original article explains how, using a few main headers:
- Developing a deeper understanding of your customers' buying journeys: Video keyword research allows for discovery regarding which queries your target audience is using when searching for videos. When you start researching video-driven search queries, you get a better understanding of your target market and where your product may fit in. Your overall SEO strategy becomes better informed than that of your competitors.
- Creating better on-SERP visibility through video carousels: Google's search engine results are much more diverse, visual and interactive than they were a decade ago. These days Google's SERPs include related images, instant answers, popular questions, and more - and one of the most visible sections is the one that includes related videos. In short, well-optimized and hence high-ranking videos that are branded provide additional visibility to a brand helping it dominate its target search result pages with more than a single organic listing.
- Get more visibility in organic search with video-rich snippets: While YouTube video pages may act as organic listings giving you additional visibility, earning video-rich snippets allows you to get your own page ranked in the same SERPs. People seeing a video thumbnail and clicking through to a page expect to find a video on that page, so they are more likely to stay on the page and watch the video. This, in turn, increases the probability that they will continue their journeys through the site, engage with your brand more, and dive deeper into the conversion funnel.
I'd be interested in hearing your thoughts on the advice it contains, especially if you've been wrestling with the idea of using more video content.