When it comes to search engine optimization, most marketers focus on written content, since you can work popular search terms into the content easily. However, it’s far from the only form of content that can improve your sports team website’s SEO. A sports team is an ideal topic for video marketing because it’s such a visual “product.” Improve SEO with video content marketing and you’ll see a sizeable boost in visits to your website.
Edit the Video Skillfully
Adobe reports that 51.9 percent of marketers consider video the type of content with the best return on investment. However, it’s not enough to upload any video online – especially if you’re concerned with increasing your website’s SEO. With a sports team, you have countless hours of video to choose from. There are the games themselves (barring a legal reason that only a network can broadcast them), practice games, tryouts, interviews and fan spotlights. However, it’s not enough to just upload any and all videos you have on file. Hire a professional editor to craft a short story out of every video. Rely on an on-camera host or voiceover to explain what’s going on.
How to Optimize
More and more people view videos on their mobile devices. According to Ooyala, mobile video plays exceeded 44 percent of all video plays in 2015 – up 74 percent from 2014 and 844 percent since 2012. They’re looking for short, snappy content on the go – something that will make them laugh, get them excited or help them feel more connected to your team. Keep the videos under five minutes for the most part and optimize that video for SEO by:
- Choosing a theme relevant to popular search terms for your sports team; for example, “get tickets for XYZ Team games” or “Player Smith stats”
- Embedding relevant search terms into the description of the video; the content in the video itself is unlikely to flag a search engine – it’s in the description box that does
- Adding relevant hashtags to social media links to the video
- Uploading the video to popular video streaming sites such as YouTube and including a link back to your website in the video and description; YouTube is more likely than a website to hit the top of a search engine result in Google
- Putting a key search term into the title of the video
You may have a lot of footage to work with, but also plan to shoot video specifically for your SEO marketing efforts. For example, you might shoot video of the team on their bus. You might pick an upcoming holiday – like Father’s Day or Thanksgiving – and do micro-interviews in which you ask the players and coaches to share a memory of their dads or say what they’re thankful for. Think of the same types of themes you’d cover in your written content and create video content that’s relevant and likely to attract the most visitors.
Videos are par for the course in sports games, so take advantage of the visual medium and use your video library to produce content on a regular basis that will bring more visitors to your site. Increasing SEO with videos is easier than you might think. Take advantage of the sports-adoring public’s eagerness to view video content by alternating your written content with content told through the visual medium.