How to improve local business visibility using video SEO

A Uscreen Guest Blog – Everyone knows that local marketing is a critical component of business growth. Travel, hospitality, and tour operators know exactly how important that act of promoting their services is, especially online. As more travelers resort to the web to learn more about destinations, using video marketing tactics is one way to capture your customer’s attention.

As the world leans into video and digital media in a big way, your brand and local marketing must too. It’s an effective way to capitalize on the opportunity to meet travelers by utilizing SEO and video marketing tactics. 

If you feel like you don’t know enough about SEO and video marketing, this blog post is just for you. I’ll show you how to use SEO and video marketing strategies to boost your local marketing and rankings on Google’s local search result pages and elevate your brand online. 

But first, let’s cover why local marketing, SEO, and videos are important to your business today.

Why videos are a big deal for local SEO

Video consumption is growing and it’s a major form of online media. It’s become an important form of marketing that you can’t ignore. For example, on YouTube, users watch one billion hours of video a day, and there are over two billion users worldwide. 

On social media, it’s no different. Facebook generates over eight billion video views a day, and Twitter gets two billion. – This is proof that people love video and is one of the main reasons why video marketing is vital in improving your local SEO.

Video consumption aside, Google’s also doing its bit to position video as a valuable source of information for its users. Today, Google shows videos on more than 20% of all search engine results pages. That’s a big deal for your brand. If you’re able to optimize your videos, you could win one of these high-value spots and get more traffic to your videos and brand.

With more traffic and views, you’ll be able to generate more leads and sales. 

Types of videos you can create

Coming up with great video ideas may seem like a stretch, but it’s not. Your videos should be designed to answer very basic questions about what you offer. When it comes to answering those questions, people want clarity and value, and to know that choosing your brand will be worth it. 

Your videos should be designed to accentuate your service(s) and position your brand as the best choice out there. 

Here are four video examples to help get your creative juices flowing. 

Showcase your venue

Villaggio Hotel Lido San Giuseppe is located in Briatico. Italy. In this video, you get to see what makes this hotel shine. From beach views with beautiful and clear water to friendly staff, an inviting pool, and spacious rooms. 

Villaggio Hotel Lido San Giuseppe has sold their hotel and the experience of visiting it ﹣ everything that travelers want to see when considering where to stay.

Places to visit

Visiting Rome and need to know which places to see? This example from Vidtur covers the top 10 places you must see. It’s a smart, easy, and fun way to showcase your brand’s knowledge and expertise, and how you can create a memorable experience for travelers.

Tips on local gems and neighborhoods

Most travelers set out for a more authentic experience. This means discovering neighborhoods and local gems that fewer tourists are exposed to. The Tour Guy understands this. In their video, viewers get to learn how to decide exactly where to stay based on budget, accommodation options, and activities they want to experience when visiting Rome.  

Testimonials

Nothing sells like a glowing review from a customer. Social proof is powerful because it edifies your brand’s ability to deliver on its promises. Eternal City is a cultural tour operator. In this video, they share stunning views of Rome along with customer testimonials that show why you should see Rome with them. 

How to rank videos on YouTube and Google for local search queries

Ranking video isn’t just about gaming Google, it’s about building a strong and competitive brand. The way to create a brand that people trust and want to work with is by producing quality content and strategizing effective local marketing tactics. In order to do so, you’ve got to think about long-term brand growth. By thinking of the bigger picture, you are able to plan ahead. This could include planning the topics you’re going to cover, the type of content you’re going to produce (video or photo), the SEO keywords/terms used, and many more.

Google ranks your videos and all content according to what’s best for its users. It wants to serve up content that answers questions and solves problems. Content that satisfies people’s search intentions are what ranks high in search results. 

How do you create the best content to rank? Here’s a step-by-step guide:

Step one: establish what your customers want

Businesses that know what customers want and understand how to deliver will always win. Chances are good that you’ve heard customers ask questions or raise topics of interest. Think about all of those and jot them down. 

Ranking in search engines is all about knowing what people are searching for, and how to give them what they want. With your list in hand, you can begin to search for terms that align with customer questions. There are many tools available to help you establish which terms people are searching for. For example, TubeBuddy is a research and planning tool for YouTube. It can help you tell how many searches certain terms receive and how competitive each term is. 

Understanding how many searches a term gets, along with how competitive it will be to rank for on YouTube is valuable. You can find low competition terms and create optimized videos to rank in search results.