You’re promoting content on another platform, YouTube. True, clicks on that video aren’t driving traffic. The video and the page may each rank separately. Embed the video at the top of your search-optimized article.Create a custom thumbnail with a face and a bright color.Add helpful timecode links in the description.Including the primary keyphrase in the title and description.To optimize the video for Google search results, work hard on elements that make a difference, both for rankings and clickthrough rates. So if you want to be visible here, your job today is to make a video. You search for the potential target keyphrase “how to share access to Google Analytics” and see a lot of videos.Įven if you write a search-optimized article and it ranks high, the clickthrough rate will be low because the searcher is likely to watch one of those videos. Suppose you wrote a how-to post about Google Analytics. If I only cared about the rankings of pages on my website, I’d miss out on this. Google is guiding visitors toward video, especially YouTube video. We hope this post expands your thinking about SEO. New way: Optimize the searchers’ experience to maximize your visibility Old way: Optimize your content to rank and get clicks from search engines What do they see? How can you be part of that experience? Think about the experience of the searcher. Don’t just optimize content with the hope of rankings and traffic. Think beyond the rankings and look for any opportunity to be more visible with your target audience. We need to look more closely at the search results before making a plan because the right plan depends on what appears in the search results. We need to go beyond basic SERP analysis. So now, we all need more flexible SEO strategies. These days, it’s rare to see those 10 blue links. They’re known as Google SERP features and the seven most common are the related questions, ads, the knowledge panel, local 3-packs, star reviews, videos and images. Today, more things show up in more search engine results pages (SERPs) than ever before. But those were the days of 10 blue links. That was the basic strategy 20 years ago when I first started doing SEO.
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