CEO & founder of Triton Commerce, passionate about equipping businesses with innovative, digital marketing solutions for optimal growth.
There’s no denying that the world of SEO has changed drastically over the past decade. Every year, digital marketers work hard to appease search algorithms’ multifaceted needs. Have you noticed a big change in recent years?
Many digital marketers have, and it’s this: A content strategy built strictly around blogging doesn’t carry the same weight in the year 2022 as it did in 2018.
One reason for this is that there’s so much written content on almost every topic imaginable that it’s getting increasingly more and more challenging to compete for higher rankings. While search engines take several variables into consideration, from user experience to backlinks, optimizing and regularly publishing content has been an essential element of many SEO strategies. However, as search engine algorithms continue to improve, staying ahead of the curve is essential.
That’s where integrating multimedia content into your SEO best practices comes into play!
How Multimedia Content Helps Enhance SEO
Multimedia content can boost your overall digital marketing strategy from several angles. It allows you to exhibit your company’s personality, voice and values via different mediums, like images, videos, podcasts, infographics and more.
From a technical standpoint, there are ways you can optimize your content that appeases both viewers and search engines. Online trends seem to shift daily, so it only makes sense to adjust your strategy to create a better user experience.
1. Boost user experience.
Answer truthfully: Would you rather read a long article or watch a video if you’re looking for a solution to a question? Data shows that people are increasingly more likely to choose the video option. Plus, engagement is often much higher when people watch a video as opposed to reading articles.
Similarly, people are bound to be drawn to other mediums of learning information, such as images, infographics and podcasts. Investing in different types of multimedia creates a better user experience where you allow potential customers to further engage with your brand, both of which are contributing factors to enhancing your site’s SEO.
2. Rank for videos and images.
When you spend time cultivating a solid content strategy around images, infographics, podcasts and videos, you have an opportunity to rank for photos or videos, effectively creating another avenue for potential clients to find you organically.
When you rank for images and videos, you also heighten the chance of getting better backlinks from other sites and social media platforms. This, in turn, positively impacts your domain authority and indicates to search engines that your site is helpful, which benefits rankings.
3. Optimize for search engines.
As always, it’s crucial to integrate best SEO practices into your content strategy. Be sure page speeds aren’t affected by images or videos by formatting them correctly.
Some might hesitate to incorporate different types of media into their digital marketing strategy because it takes away the opportunity to insert integral keywords into the text. However, you can publish podcasts or videos and include transcriptions, which appeases both the viewer and the search engine. You can also incorporate keywords in the alt text, provided it helps describe the image.
How To Jumpstart Your Multimedia Content Strategy
I believe developing comprehensive multimedia content is a surefire way to stay ahead of the curve when executing the best SEO practices. As with most inbound marketing strategies, this requires a lot of time and research as it arguably takes much less time to write a blog than shoot a video. However, as online trends continue to evolve, more and more often, search engine algorithms typically show a preference for whatever attracts and engages people.
Instigating a winning multimedia content strategy entails a bit of work before launching the process. Begin by brainstorming creative ways you can share content, such as with infographics, tables or graphs, videos and so on. Some challenges you might encounter include not having the budget or enough time to create videos or unique content.
Try targeting pages you’d like to optimize first and slowly make your way from there. By collecting data over time, you’ll be able to see what works and what doesn’t so that you can refine your process. The bottom line is, you have to find a way to make time when it comes to creating multimedia content. That might mean dedicating 30 minutes or so every day to this or finding an innovative solution to achieve your goals. Regardless, I think you’ll be glad you made the investment.
Digital marketing is far from a one-size-fits-all approach, so it’s essential to gather your own data and find out what works best for you and your company.