While it may not seem like it on the surface, when you improve SEO for your video knowledge base it’s truly a service to your client base. Help customers find the relevant content they are looking for efficiently, reducing your support queue and allowing clients to get their questions answered as quickly as possible.
You don’t need to be a marketing expert to improve SEO for your video knowledge base. Mastering the basics will get you far - and get your helpful, highly-relevant content in front of your customers’ eyes.
We’ve compiled a list of helpful tips from experience with our own video knowledge base. Just follow these to improve SEO for your video knowledge base today!
1. Don’t Overcomplicate Things
Familiarize yourself with SEO basics. (We like this Semrush article.) A small amount of research can help establish base practices that set your content up for rankings success.
Review formats of your own company blogs. Ask a colleague in Marketing who specialized in content creation to review cornerstone information and relevant checklists or documents with your team. Take steps to feel confident about the very basics of SEO.
2. Optimize Knowledge Base Article Titles
Make sure to be extremely specific in your video knowledge base titles. For example, rather than “How to Change Settings,” update that title to “How to Change Your Weet Privacy Settings.”
The second search query optimizes your search results on any search engine (like Google) without making the assumption that your customer is searching from your Knowledge Base search function.
When you create a generic title assuming that your user is starting from your own website, you greatly limit any chance of the user finding your article. They are likely not starting their search from your website but rather a search engine. Improve SEO for your video knowledge base by optimizing article titles.
3. Use Keywords in Your Video Knowledge Base
Including your keyword is important because it helps both computers and humans find the content they are searching for, especially in your article title. Choosing the right keywords helps both to understand exactly what your article covers and discusses.
There is no perfect formula for writing a title with keywords, rather it’s more important to focus on utilizing the keywords. Let’s use our example from the previous point. “Change Weet privacy settings” is a much more concise keyword than “Weet” or “change settings.”
The more specific you can be, the better search engines will guide your customers to relevant content.
4. Find Out What Your Clients are Searching For
You likely started creating content for your video knowledge base based on common queries received by the CS team. This is a great place to start, but it also likely left your knowledge base with gaps to fill.
Your customers likely Googled search terms before they found them in your video knowledge base, or searched on other search engines. There are lots of tools to help you determine exactly what your customers are searching for.
One we love and recommend is Ubersuggest because it’s free and doesn’t require us to sign up for an account. To get started, simply:
- type your company's name into the search tool
- click the "Search" button
- scroll down to the "Keyword Ideas" section
- click the "View All Keyword Ideas" button
You’ll find a free list of up to hundreds of keywords containing your business name that people are searching. Keep this list of keywords and create content according to it.
5. Create Content Based on Keyword Research
Using your list from the previous step, open an Incognito Google browser window and begin searching the terms. Remove any terms that return search results with your website or knowledge base’s content in the number 1 position.
For all results where your content does not rank number 1, ask if you can create a valuable video knowledge base article around it. Consider the following:
- Do you have the answer?
- Is there existing content that answers this question?
- Should this be a knowledge base article, blog post, or other website page?
With these answers in mind create relevant content where it is most helpful.
6. Pay Attention to Formatting
So much effort goes into formatting for SEO for your organization’s website, blogs, resource pages, and more. The video knowledge base shouldn’t be any different! You’ve likely avoided the dreaded, never-ending wall of text in your instructions. This is a video knowledge base after all! You’ve already leveraged the power of video instruction over written text for your knowledge base.
If you choose to supplement your video knowledge base with text, be sure to keep it as short and concise as possible. Use images, gifs, numbered lists and bullet points when possible. Simply format this text for SEO like you would any other blog.
7. Keep Your Title Short and Concise
To improve SEO for your video knowledge base keep article titles under 50–60 characters. Although not officially stated, this has generally been found to be the cutoff limit for characters in Google search result titles.
Why does this matter?
If an article's title can’t be shown in its entirety on the Google search results page it will be cut off at the end. This leaves a lot of questions for your potential readers. It also creates higher potential to sway them to click on a different title that is complete and specific to exactly what they are looking for.
8. Provide an Accurate Thumbnail
Make sure knowledge base video thumbnails provide a sense of what the video is about. You want viewers to visually gather as much information as possible about video content and what viewers will learn. Use a tool that allows you to edit your thumbnail before and after posting. To create the best thumbnails for your knowledge base videos, ensure any faces in the frame are smiling and include a brief title.
Providing your customers with the best help experience possible means considering SEO to help them find relevant information. Master SEO basics and take these points into consideration to better leverage your video knowledge base!