Looking for the checklist itself?

Access the Checklist

So, you just spent a boatload on video marketing. Can people actually find your videos?

Getting Started:

Why use this guide? 

Video marketing requires a significant investment of both time and budget, yet most marketers fail to make the most out of their videos. By following the optimization strategies outlined in this guide, you will ensure your videos perform well in search engines and deliver better results.

But first, set your KPIs.

Be sure to identify your key performance indicators to measure the success of your video asset or webpage prior to publishing. Whether you are prioritizing impressions or conversions, for example, will determine how you use this guide.

You know your content best 

Every team is different! This guide is intentionally over-prescriptive, so pare it down where necessary to meet your unique needs.

Video Production Strategy

It’s important to think strategically through the entire video production and script writing process, keeping two main goals in mind:

Linked here are some great examples of these two criteria in action in a travel video, a how to video, and…a sandwich video.

Section 1: Audience Retention

As you plan your video, here are some things to keep in mind:

Section 2: Audience Interaction

Video Comments: Is your audience commenting on your videos? 

Post-Viewing Subscribers: Are people subscribing after watching your videos?

Video Shares Across Social: Are people sharing your video with friends and family?

Thumbs Up/ Thumbs Down: Do people thumb up or thumb down, or rate, your content? 

Click-Through Rate (CTR): Do people click on your video when searching for a keyword?

Section 3: BOGY Strategy

Use the colors Blue, Orange, Green and Yellow (BOGY) in your thumbnail images for your videos.

Keyword Research & Selection 

Through keyword research, determine the focus keywords that you want your video to rank for. Select one primary keyword and up to two supporting keywords. Your primary keyword should represent your most important business objective, where your supporting keywords are more descriptive variations of your primary keyword. Primary keywords are typically higher in search volume and appeal to a broader audience, where your supporting keywords are meant to target your niche. When paired together for optimization efforts, this should result in more visibility for the optimal audience. In the next section, you’ll learn how and where to use these keywords.

For a full overview of how this is done well, check out this blog post from our friends at Swell Media.

Optimization Checklist

Section 1: Title, Description, and Tags

Target Keyword:

Video Title:

Video Description:

Video Tags:

Section 2: Linking

Linking within various elements of a YouTube video and its supporting channel page helps search engines draw correlations between the video’s content and the organization who posted it. These links also help funnel viewers to areas where they can learn more about your company or consume campaign-specific material. In the optimization template linked at the bottom of the page is a table to help organize all important links so you can refer back to them during the video creation and optimization process.

Access a sharable version of this guide below to get the most out of your videos.

Access The Checklist

Google recently announced that their web browser, Chrome, will start to block mixed content on web pages. This update is slated to take effect in December 2019 and will be rolled out to the Chrome 79 version first, but will eventually move to block all mixed content by default.

The takeaway: If your website has mixed content, this content will be blocked in a way that your users won’t be able to access it.

What is Mixed Content?

Mixed content is an issue that occurs when a secure web page (HTTPS) contains elements like images, videos, stylesheets, or scripts that are served through an insecure link (HTTP). Having both HTTP and HTTPS content loading to display the same page is where the name “mixed content” comes from. As you can see in the example below, although this site has a secure URL (HTTPS), the video contained in the hero and the image within the right rail are both being pulled from a non-secure location (HTTP), resulting in “mixed content”.

What Does a Site With Mixed Content Look Like?

If a website has mixed content, Google will present the user with a warning message like those shown below prior to them entering the site from Google search results. This can discourage visitors from entering what may be a perfectly safe site and therefor result in a potential drop in organic visibility, traffic, and engagement.

Two types of warning messages that Chrome users will begin seeing more of.

How to Fix a Mixed Content Issue?

The first step in fixing mixed content issues is the purchase and implementation of an SSL certificate. These are used to confirm the identity of a website by thoroughly validating the website owner. This is typically done through the hosting provider for your website.

Once the SSL certificate is implemented, you can simply change your URLs to HTTPS versions. This process will vary depending on how your site is built and what CMS is used. It’s important to note that a redirect from the old URL to the new URL should be put in place to ensure users can still arrive at the revised URL if entering the old version. Redirects also help preserve and pass any earned SEO value to the new URL.

How Can Saltwater Help?

Saltwater is the trusted SEO partner to many organizations. As part of any SEO relationship, our team routinely crawls your site to identify and remediate any new issues as quickly as possible.

If you have any concerns about your website, security, or how the Saltwater Digital Marketing team can work with you to address mixed content, please contact us.