Final touch to create great videos
Video is a great way to improve the look of your business’ online presence. By creating engaging, professional-looking videos, you can attract more customers and set yourself apart from the competition.
In addition, video can help you communicate your message more effectively, providing potential customers with a more complete understanding of what you have to offer. If you’re looking for a way to take your business’ online presence to the next level, read our blog or consider investing in videography services.
Video is the most effective way to convey any message
What is video editing?
Video editing is the process of piecing together video footage to create a cohesive, finished product. It can be used to produce everything from commercials and movies to music videos and documentaries. The video editing process is important because it helps to tell a story, communicate a message, and engage the viewer.
Without proper video editing, a video content can be confusing, disjointed, and boring. A skilled editor studies the footage and selects the best shots to create a sequence that is both visually appealing and effective at conveying the intended message. With the help of video editing, a videographer can take raw footage and turn it into a work of art.
Who is a video editor and what does he do?
A video editor or videographer is someone who edits video content to create a finished product. The role of a editor is to take raw footage and turn it into a cohesive, entertaining story. Editors often work with a director or producer to determine the overall vision for the project.
A editor is responsible for assembling recorded footage into a finished project that tells a story. This involves typical post-production tasks like reviewing the footage, making decisions about which scenes to include, trimming the footage, adding transitions, and assembling the material in a way that is both logical and emotionally engaging.
His goal is to create a rough version of the final product that can be used for further editing. After the rough cut is complete, the editor will make any necessary adjustments and add any final touches like color correction, and adding special effects. The overall goal is to create a finished product that is both technically sound and aesthetically pleasing so it can be released. As such, video editing skills play a critical role in the video production process.
History of video editing?
The history of video editing is closely intertwined with the history of film. Early filmmakers were often also the editors, splicing together footage by hand to tell a story.
As film technology evolved, so did the editing process. The introduction of magnetic tape in the 1950s allowed footage to be stored and transmitted more easily, opening up new possibilities for editing.
The first non-linear video editing system was developed in the early 1970s. This system allowed editors to store and access footage on a computer, which made editing much easier and more efficient. Non-linear video editing systems are still in use today.
In 1967, the first commercial video editing system was unveiled, and in the following years, several other companies released their own systems. With the advent of digital technology and accessible video editing software in the 1990s, video editing became even more commonplace and accessible.
Today, there are a variety of tools available for both professional and amateur videographers, making it easier than ever to create compelling video content.
How do you create a video flow?
Flow is important in the videography because it helps the viewer understand what is happening and follow the story. To create a well and naturally flowing video, plan ahead and consider the overall structure of the piece. Think about how you want to introduce your subject matter and in what order you want to present your information.
Think about the rhythm of the edit and how each shot fits into it. Choose shots that flow well together and make sense in the context of the story. Use smooth transitions that won’t distract the viewer. Pay attention to detail and make sure that everything makes sense in the context of your video.
Why are effects important in video editing?
Effects can help to set the mood or atmosphere of a scene. For example, if you’re editing a horror movie, you might use spooky sound effects or eerie music to make the scene more suspenseful. Second, effects can help to transition between scenes, making the edit smoother and more seamless. Third, they can be used to highlight certain elements in a scene, such as a character’s reaction or a key piece of dialogue.
Lastly, effects can simply be used to add some visual interest or excitement to a scene. Ultimately, the decision of whether or not to use effects in your edit will come down to what you’re trying to achieve with the project as a whole. However, there’s no doubt that effects can be a powerful tool in the editor’s arsenal. We are preparing an article on common video effects. Stay tuned if you want to learn more about video effects.
Popular video editing tools and software
When it comes to video editing, there are a wide variety of video editing tools available to suit every need and budget. For basic editing, most people can get by with a free program like Windows Movie Maker or iMovie. These programs offer a limited range of features, but they’re easy to use and perfect for simple tasks like trimming footage or adding titles.
For more advanced editing, however, you’ll need more powerful video editing tools like Adobe Premiere or Final Cut Pro, or Sony Vegas Pro. These programs offer a wide range of features, including sophisticated effects and transitions. They’re also much more expensive, but they’re worth the investment if you’re serious about video editing.
Adobe Premiere Pro is a video editing program that is part of the Adobe Creative Cloud suite of programs. Videographers can use it to edit a variety of video formats, including 4K and HD footage. While Premiere Pro can be used for a variety of projects, it is particularly well-suited for editing long-form video content. Thanks to its ability to seamlessly integrate with other Adobe applications, Premiere Pro is the go-to choice for many professional editors.
Final Cut Pro
Final Cut Pro is a video editing program that is available for Mac computers. It can be used to edit a variety of video formats, including 4K and HD footage. For many Mac editors, Final Cut Pro is the gold standard. The recent 10.4 update includes 360-degree VR support, improved color grading, and more. Plus, it’s now compatible with a wide range of devices and formats, making it easier than ever to get started with video editing.
Sony Vegas Pro
Sony Vegas Pro is a video editing program that is available for Windows computers. As the other mentioned software, it can handle various video formats, including 4K and HD footage. Vegas Pro also has a built-in audio mixer, so you can get your sound just right without having to export your project to another piece of software. Vegas Pro comes with a library of over 500 effects and transitions.
DaVinci Resolve is the latest edition and its popularity is growing rapidly (I use DaVinci as well). It is available for Windows, Mac, and Linux computers.
Common video formats
There are a variety of video formats, codecs, and resolutions that are used for different purposes.
The most common video format is MPEG-4. It is a compression standard that is used to encode digital video. It was developed by the Moving Picture Experts Group (MPEG), and it is based on the H.263 video codec. MPEG-4 is widely used for streaming Internet video, as well as for DVD and Blu-ray discs.
The format supports both interlaced and progressive video, as well as various data rates. It also supports a variety of resolutions, including high definition (HD). In addition, MPEG-4 offers a number of advanced features, such as error correction and scalability. As a result, it is an effective format for delivering high-quality videography.
If you’ve ever watched a video on your computer, there’s a good chance it was in the H.264 format. This format is designed for efficient streaming and playback and has become one of the most popular video formats in recent years. H.264 is a “lossy” compression format, which means that some data is lost during the encoding process.
However, the data that is retained is still high-quality, and the resulting file size is much smaller than an uncompressed video file. This makes H.264 an ideal format for streaming video online. In addition, H.264 files are often smaller than files encoded in other popular formats, making them quicker to download.
When it comes to video quality, the resolution is everything. A video’s resolution is the number of pixels that make up the image, and the higher the resolution, the sharper and more detailed the image will be. The most popular video resolutions are 1080p and 4K.
1080p, also known as Full HD, offers a resolution of 1920×1080 pixels, while 4K Ultra HD boasts a stunning 3840×2160 pixel resolution. Of course, higher resolutions come with a few trade-offs. For one, they require more powerful hardware to render the extra pixels. They also take up more storage space, which can be an issue if you’re working with limited storage.
Video editor workflow
A video editing workflow is a process of taking raw footage and turning it into a finished video product. There are a number of steps involved in this process, and the exact workflow will vary depending on the software being used and the preferences of the editor. However, there are some common elements that are typically included in most video editing workflow.
The first step for videographers is to import the footage into the editing software. This can be done by connecting a camera to the computer or by transferring files from a memory card. Once the footage is in the software, it can be viewed and arranged in the timeline.
The next step is to start trimming the footage. This involves removing any unwanted sections, such as bloopers or unused takes. The best shots that are left should create an edit that is fluid and visually appealing.
Once the edit is complete, it’s time to add music, sound effects, and any other audio elements. This can make a big difference in the overall feel of the video. Finally, the video is exported in a format that can be shared with others or uploaded to the internet.
What are some types of editing?
Linear video editing is a term used to describe the traditional kind of video editing, in which footage is arranged in a linear fashion on a timeline. This type of editing is still used today by many editors, as it can be very intuitive and straightforward to use.
In linear video editing, each clip is placed in a specific order on the timeline, and the editor can then add transitions, effects, and other enhancements to the footage. While linear video editing can be somewhat limiting in terms of creativity, it can still be a very powerful tool for creating high quality video.
Non linear editing
Non-linear video editing allows you to make changes to the footage without having to edit the entire file from start to finish. Non-linear video editing gives you more flexibility and options. For example, you can add or remove scenes, or make changes to the order of the scenes. You can also add effects, transitions, and titles.
Non linear video editing is a great way to get creative with your video footage and create a professional-looking final product.Non-linear video editing is often used for more complex projects, such as commercials or music videos.
When you first start a video editing project, it can be overwhelming to look at all the footage you have and try to figure out what to do with it. This is where initial assembly comes in. Initial assembly is the process of going through all your footage and cataloging it, so you can start to get an idea of what you have to work with. This can involve logging each clip, adding notes about what it contains, and grouping similar clips together.
A rough cut is essentially a first pass at the edit. It’s when you take all of your footage and put it together in a way that tells the story you want to tell, without worrying too much about the finer details. This is mostly just a matter of putting the pieces in the right order and cutting out any obvious filler material. The goal of a rough cut is just to get the basic story down on film. After that, it’s just a matter of polishing it up until it’s perfect.
Simple cutting is the most basic form of video editing. It involves taking two clips and joining them together. This can be done by splicing the clips together or by overlaying one clip on top of another. Simple cutting is often used to create a montage or to transition between scenes.
It is a crucial technique for any editor to master, as it forms the foundation for more complex edits. By understanding how to effectively use simple cutting, editors can create fluid and dynamic videos that tell a story and engage the viewer.
In bespoke editing, the editor creates a custom edit for the client. This can be anything from adding in specific graphics or effects to cutting the video down to a specific length. Bespoke edits are usually more expensive than standard edits, but they can be worth it if you need something specific for your project. If you’re not sure if bespoke editing is right for you, then feel free to ask your editor for more information.
Review for editing
If you’re new to video editing, the term “review for editing” might not mean much to you. But it’s actually a crucial part of the editing process! Review for editing is when the editor watches the footage and makes notes on what should be included in the final edit.
This can involve anything from identifying key scenes to marking where each shot should start and end. Review for editing is important because it helps to ensure that the final edit is focused and cohesive. It also allows the editor to make changes early on in the process before they’ve invested too much time in the project.
Multi source editing
Multi-source editing is a relatively new technique in video editing that allows editors to work with multiple streams of video simultaneously. This can be extremely helpful when working with complex projects that involve multiple cameras and audio tracks. In the past, editors would have to import each individual video and audio track into their editing software and then line them up manually.
This was time-consuming and often resulted in errors. Multi-source editing allows editors to import all of the video and audio tracks at once and then arrange them in the timeline automatically. This saves a lot of time and reduces the chance of errors. Multi-source editing is quickly becoming the preferred method for editing video, especially for complex projects.
Editing for art
Editing for Art is the process of choosing and arranging video footage to create a specific mood or effect. The goal of Editing for Art is to create a final product that is emotionally impactful. Editing for Art can turn an ordinary video into a work of art.
Editing based on a theme
This kind of editing focuses on themes in the footage that create a more cohesive and engaging story. For example, if a video is being edited about a group of friends going on a camping trip, the editor might look for footage of the friends laughing and joking around, rather than just focusing on the action of setting up camp.
By finding and highlighting these themes, the editor can create a video that is more than just a collection of random footage. Instead, it becomes a story that the viewer can connect with on a deeper level.
Vision mixing refers to the process of combining different video sources into a single image to create engaging, visually compelling, and unique video content. It is mostly used in complex projects that require a lot of attention. One popular technique in vision mixing is called chroma key, which involves superimposing one video over another.
This can be used to create special effects or to simply combine two images into one. Another common technique is called luma keying, which involves using a color matte to select and combine different video sources.
Color correction and color grading
Colour correction is the process of adjusting the colors in a video to match the colors of another video or to achieve a certain look. Colour grading is the process of adjusting the overall color palette of a video to create a certain mood or atmosphere.
Lenght reduction editing
As the name suggests, this type of editing aims to reduce the length of a piece without changing its meaning or harming its quality. It is usually done by cutting out unnecessary words or phrases, rewriting awkward sentences, or condensing information.
In some cases, length reduction editing may also involve cutting out entire sections that are not essential to the overall piece. Length reduction editing is often used when a piece is too long for its desired purpose, such as an article that needs to be shortened to fit in a magazine or a speech that needs to be reduced to fit within a time limit.
Editing to Accentuate the Highlights
The goal of this technique is to make sure that the important points of your video are properly emphasized. You can do this by cutting out unimportant sections, adding music or sound effects to key scenes, and using slow motion or other special effects during important moments. Essentially, you want to make sure that your audience doesn’t miss the important parts of your video, and that they understand why those parts are important.
This type takes a series of photos and combines them into a single video clip including transitions, music, or sound effects. End-of-life photomontages are often used to create montages of memories or to commemorate special events.
Subtitling is the process of adding text to a video. This text can be in the form of captions, which provide a transcript of the audio track, or subtitles, which translate the dialogue into another language.
Subtitling is used to make videos more accessible to deaf and hard-of-hearing viewers, translating foreign-language films, and providing captions for comedy sketches. The process of subtitling generally involves creating a manuscript of the dialogue, timing the text to match the audio track, and then encoding the subtitles into the video file.
When you edit a video, you are working with two main elements: the footage itself and the editing software. Offline editing is the process of editing your footage without having the software open. This means that you can make changes to your project without having to worry about rendering or exporting the file each time.
Offline editing is a great way to save time and keep your project organized. It also allows you to make changes without affecting the quality of the finished video. When you are ready to export your project, you can then switch to online video editing and render the final file.
Online video editing
Online video editing is the process of editing a video file that is stored on a remote server using a web-based interface. Online video editing offers many advantages over traditional editing methods, such as the ability to work with files from anywhere in the world and the ability to collaborate with other editors in real-time. However, online video editing also has some drawbacks, such as the need for a high-speed internet connection and the potential for internet lag.
Live editing allows you to make changes to your video in real-time. This can be useful for making last-minute changes or for experimenting with different looks and effects. Live editing can be done with most video editing software, and it’s a relatively simple process.
To start, simply open your video editing software and import the video you want to edit. Then, make whatever changes you want to the video. Once you’re happy with the results, simply export the video and save it to your computer. Live editing is a great way to get creative with your videos, and it’s also a great way to save time on your edits.
Assemble editing is the most basic type of editing and is often used for straightforward tasks like trimming clips or adding simple transitions. In assemble editing, you simply add the clips you want to use to your timeline in the order you want them to appear. It is typically used for simple projects like home movies or short video clips for social media.
Insertion editing simply means adding new footage to an existing video. This is often done to either replace existing footage or to add new scenes. Insertion editing is a versatile technique that can be used in a variety of ways to create professional-looking videos.
Other types of editing
Compression and bit rate editing are used to reduce the size of your footage. Aspect ratio editing to change the dimensions of your video.
What are some common video editing terms?
There are a variety of terms that are used in video editing. Some of the most common video editing terms are:
Aspect ratio: The aspect ratio is the width-to-height ratio of a video. The most common aspect ratios are 4:3 and 16:9.
Frame rate: The frame rate is the number of frames that are displayed per second. The most common frame rates are 24, 25 and 30.
Interlacing: Interlacing is a video scanning technique that is used to improve the quality of a video.
Non-linear editing: Non-linear editing allows videographers to store and access footage on a computer.
Timecode: Timecode is a numerical code that is used to identify specific points in a video.
Capture: Capturing or ingesting is the first step in the video editing process. It involves importing video footage from a variety of sources, including camcorders, digital cameras and DVDs.
Logging and capturing: Logging and capturing is the process of cataloging and organizing video footage. This can be done manually or with software.
Cutting: Cutting is the process of selecting and removing video footage.
Splice in: Splicing means adding new video footage to an existing video.
Overwrite edit: An overwrite edit replaces existing video footage with new video footage.
Slide (slip) edit: A slide edit is a type of edit that moves existing video footage without removing it.
Roll (trim) edit: A roll edit removes video footage without moving the remaining footage.
Frame: A frame is a single still image in a video.
Frame rate: The frame rate is the number of frames that are displayed per second. The most common frame rates are 24, 25 and 30.
Mark in/out: Marking in and out is the process of adding and removing video footage from a project.
Transition: A transition is a visual effect that is used to move from one scene to another. Transitions can be simple, like a fade-in or fade-out, or more complex, like a dissolve or a wipe.
Keyframe: A keyframe is a frame in a video that contains information about the video, such as the position of an object or the color of a background.
Track: A track is a layer of video that can contain video, audio, or both.
Sequence: A sequence is a collection of video clips that are edited together.
Rendering: Rendering is the process of creating a video file from a sequence of video files.
Compression: Compression is the process of reducing the size of a video file. This can be done with a variety of methods, including codecs and file formats.
Codec: A codec is a type of compression that is used to reduce the size of a video file. The most common codecs are H.264, MPEG-4, and DivX.
Peaking: Peaking means adding visual indicators to a video signal to help identify areas of high contrast.
Waveform monitor: A waveform monitor is a type of display that shows the amplitude of a video signal over time.
Vectorscope: A vectorscope is a type of display that shows the chrominance and luminance of a video signal.
Audio levels: Audio levels are the loudness of an audio signal.
Audio mixer: An audio mixer is an equipment that is used to mix multiple audio signals.
Bings: Bings are a type of audio signal that is used to add special effects to a video.
Foley: Foley is the process of adding sound effects to a video.
ADR: ADR is the process of dubbing dialogue over existing audio or video.
MOS: MOS is a type of video that does not contain audio.
A-roll: An A-roll contains the primary audio and video signals.
B-roll: A B-roll contains supplemental audio and video signals.
JKL editing: JKL editing is a type of video editing that uses the three-point edit system.
Mono versus stereo: Mono audio is a type of audio that uses one channel, while stereo audio is a type of audio that uses two channels.
Sample rate: The sample rate is the number of samples that are taken per second. The most common sample rates are 44.1kHz and 48kHz.
Bit depth: The bit depth is the number of bits that are used to represent each sample. The most common bit depths are 16-bit and 24-bit.
Compression: Compression reduces the size of an audio file. This can be done with a variety of methods, including codecs and file formats.
Audio codec: Audio codec is a compression that is used to reduce the size of an audio file. The most common codecs are MP3 and AAC.
EQ: EQ adjusts the frequencies of an audio signal.
RMS: RMS is a signal that is used to measure the loudness of an audio signal.
Peak: Peak is audio signal that is used to measure the maximum amplitude of an audio signal.
Dynamics: Dynamics are the changes in loudness over time.
Attack: Attack is the amount of time it takes for an audio signal to reach its maximum amplitude.
Decay: Decay is the amount of time it takes for an audio signal to decay from its maximum amplitude.
Sustain: Sustain is the amount of time an audio signal sustains its maximum amplitude.
Release: Release is the amount of time it takes for an audio signal to decay from its sustain level back to its original level.
Modulation: Modulation adds an effect to an audio signal. The most common modulation effects are chorus and reverb.
Chorus: Chorus creates a sense of depth by adding multiple copies of an audio signal with different delay times.
Reverb: Reverb creates a sense of space by adding multiple copies of an audio signal with different decay times.
Time-based effects: Time-based effects change the timing of an audio signal. The most common time-based effects are delay and echo.
Delay: Delay is an effect that creates a repetitive echo by adding a copy of an audio signal with a delay time.
Echo: Echo is an effect that creates a single echo by adding a copy of an audio signal with a delay time.
Pitch-based effects: Pitch-based effects change the pitch of an audio signal. The most common pitch-based effects are pitch shift and vibrato.
Pitch shift: A pitch shift changes the pitch of an audio signal without changing the tempo.
Vibrato: Vibrato is an effect that changes the pitch of an audio signal by oscillating the frequency.
Filters: Filters are used to remove certain frequencies from an audio signal. The most common filters are low-pass filters and high-pass filters.
White balance: White balance is the process of adjusting the colors in a video to make sure that white objects look white.
Color correction: Color correction is the process of adjusting the colors in a video to match a specific color palette.
Color grading: Color grading adjusts the colors in a video to create a specific look or feel.
Hue: Hue is the term used to describe the colors in a video.
Saturation: Saturation describes the intensity of the colors in a video.
Luminance: Luminance describes the brightness of the colors in a video.
Contrast: Contrast is the term used to describe the difference between the lightest and darkest colors in a video.
Gamma correction: Gamma correction is the process of adjusting the brightness of an image to match a specific standard.
Waveform: A waveform is a graphical representation of an audio signal. Waveforms can be used to visualize the amplitude, frequency, and other characteristics of an audio signal.
Frequency: The frequency of an audio signal is the number of times the waveform repeats itself per second.
Vector scope: A vector scope is a type of display that shows the relationship between two signals. Vector scopes are commonly used to adjust the color balance of a video signal.
Videography is an essential marketing strategy in 2022. By fully understanding the video production process, you can create high-quality video content that will help you reach your business goals.
If you need help with any stage of the video production process, don’t hesitate to contact us. Our video production team would be happy to create a video to remember. Vancity.Media is a video production company that takes care of your digital marketing.
What is a video production process?
3+2 stages to make your video process and production easy and enjoyable
The video production process is one of the most important factors to consider when creating a video. It describes all aspects from conception to final distribution. A video production process can broadly be divided into three main categories: pre-production phase, production, and post-production. I’m adding two more categories that don’t fit well into the standard pre and post-production process.
Video is the most effective way to convey any message
Why is video marketing important?
- Video is a versatile and engaging content format that gives your audience a true picture of your brand, business, or service.
- You can convey any message, build trust, evoke emotions and build deep connections with your fans
- A successful video strategy should be your main marketing strategy focus
- More than 50% of consumers want to see videos from brands, more than other types of content
- Video on web/landing sites increases conversion rate by 80%
- 90% of customers say that videos help them make purchasing decisions
- Corporate video production can help businesses to spread awareness of their brand, products and services
Why is the video production process important?
The video production process is important for a number of reasons. Firstly, it ensures that all aspects of the video project are taken into account and considered before production begins. This includes everything from the initial concept and storyboarding, through video editing to the budget and distribution plan.
Secondly, it helps to keep the project on track and within scope, ensuring that deadlines are met and the final video project meets the client’s expectations. Finally, a well-organized and executed video production process can help to save time and money in the long run.
What happens if you lack a good process?
If you don’t have a good video production process in place, it can lead to a number of problems. Firstly, your project may suffer from scope creep, which is when the scope of the project gradually expands beyond what was initially agreed upon. This can cause delays and cost overruns as additional work is required to complete the project.
Secondly, you may find it difficult to keep track of all the different elements of the project, leading to a disorganized and chaotic production process. This can lead to errors and mistakes being made, which can be costly and time-consuming to fix.
Finally, without a clear video production process, it will be difficult to measure your progress and gauge whether or not you are on track to meet your deadlines. This can result in a lot of stress and anxiety for everyone involved in the project.
What are the stages of the video production process?
There are three standard stages of the video production process: pre-production phase, production, and post-production. I’m adding two more stages that don’t fit well into the standard pre-production and post-production process. I call them the business fundamentals stage and the marketing and distribution stage.
Business fundamentals stage. Planning stage.
The business fundamentals stage answers questions about how the video project fits into your larger marketing strategy and video objective. Start by crafting a simple brief or a summary of information that outlines and logically orders key points and that serves as a guide throughout the pre-production and production stage.
First of all, understand who are you making this video for? We are all different and you cannot please everybody with one video. Having a specific target audience and knowing your audience is extremely important.
It will help you keep the focus on who you’re making the video for, what story you need to tell, and how to distribute your video to keep your viewers engaged and excited. Always try to narrow down your viewers to create a more targeted and effective video.
The goal of your video
Then think about what action do you want your audience to take after watching your video? The goal of the video should be very clear from the start. What do you want people to do after watching it? Buy a product, sign up for a service, visit your website, and share the video with their friends?
Without a clear goal, it will be very difficult to measure the success of your video. The goal is tightly connected to the specific Call to Action. Think of an effective way how to build up your story into the final action call to action that you want people to take.
What resources do you have available?
What budget, talents, editors, videographers, animators, and equipment will you have available? This will help you determine the scope and scale of your project. Do you have enough resources to produce the video in-house or do you need to outsource some of the work? It will also help you to choose the type of video you’ll make.
Topic and core message
When you have a clear goal, think of how to achieve this goal with your video. Think of the topic of your video, its core message and what will the viewers get after watching it? What are the key takeaways and what should viewers learn from them?
What type of video do you want to make?
This again depends on the goals of your video and the most effective way to achieve them. Common video types are:
- Explainer Videos
- Testimonial Videos
- Demo Videos
- How-To Videos
- Brand Videos
- Event Videos
- Presentation Videos
- Animation Videos
Publishing and marketing platform
Where do you plan to release your final video? Youtube? Instagram? Is this a standalone video or one in a series? What type of video is it? Who is the video for? Each platform serves a different purpose and different people. If you know your target audience, your goals, and the type of video you’re making, you should have no problem choosing the right platform.
The timeline for your project
How long is the video? This will help you determine the scope of the project and how much work you’ll need to do to meet your deadlines. The best way how to approach a timeline is to set SMART goals. Specific, Measurable, Achievable, Realistic, and Timely. SMART goals will greatly help you to manage and complete your goals.
Now that you know what you consider success and how to achieve it, you need to understand how to measure it. SMART goals can help you here again. As we discussed earlier, your video should have a goal. Clicking the call to action? Sharing the video? Whatever that is, know it, know the metrics that represent this goal, and measure these metrics.
After you have all the business fundamentals in place, it’s time to develop the concept for your video strategy and begin to plan and prepare for the pre production process.
Start by developing a story. Blog on how to develop a great story is coming soon
Continue by writing your script
Use the traditional 2 column script writing method. Write your audio in the left column. Insert matching visual ideas in the right column. State the purpose of the video near the beginning.
Language should be relaxed and clear. Stay simple and avoid complex speech and jargon. Keep sentences short and crisp. Write in the first person. Use gestures and visual language.
Write the script the way you want your video subject to speak. Write for your audience and the platform where they are. Keep your target audience in mind. Script every single word to keep the communication clear.
If you practice your script and if you accidentally say a line that is different from the script, think about why and consider rewriting it to a more natural flow.
350 words are equivalent to a 2-minute video. Keep that in mind to keep the proper lenght of your video
Create a storyboard
A storyboard is a tool that filmmakers, video producers, and animators use to plan out and communicate their ideas for a project. It’s like a comic book version of a film or animation and is made up of a sequence of drawings, with notes about what is happening in each scene.
Creating a storyboard can help you to visualize your ideas, figure out what shots you need, and to work out any potential problems with your project before you start filming or animating. You can simply write your storyboard down in a paper notebook or use any suitable software.
Begin by sketching out each scene in your project, using as much detail as you can. Write down what is happening in each scene and what the characters are doing and talking about. Include notes about camera angles, special effects, locations, and anything else that you think is important.
Once you have your storyboard ready, start gathering the video team, and talents (actors), scout for suitable locations, gather your video equipment and schedule your shoot. Organize pre-production meetings, site visits and start preparing for the actual production phase.
The production phase is filmmaking where all the actual shooting takes place. It involves setting up the video, lighting, and sound equipment, and shooting all the raw materials for A and B roll footage. It is the most expensive and time-consuming phase of making a video. During the production phase, the director is responsible for making sure that the film’s vision is realized on screen.
The director works with the cast and crew to plan out each scene, decide on the camera angles and shots, and make sure that the actors are performing their scenes correctly. The director also has to worry about the film’s budget and schedule, making sure that the film stays on track and on budget.
Post-production: The video editing process
Post-production is the phase where you organize and video edit the actual raw footage from the production stage. The most important tasks for video editors are visual effects and audio effects. Some of the common visual effects are 3D animation, color correction and compositing.
Audio effects include adding music to set the tone and mood to keep viewers attention. Foley, which is the recreation of everyday sounds, and ADR or Automated Dialogue Replacement, which is the process of dubbing in new dialogue to replace unusable audio from the production stage. If the video requires it, add voiceover to make your content more relatable, emotional, and fluid.
After the visual and audio effects have been added, the video editor will also create the movie’s title sequence and credits. Once all of the post-production work is finished, the video is ready to be released which leads us to the last stage
Marketing and video distribution
You have already chosen the platforms where you want to distribute your video content. Now it’s time to start creating the marketing materials such as trailers, posters, and social media posts for your finished video.
You can also distribute your video through paid advertising on platforms like YouTube and Google. Finally, don’t forget to track your video’s analytics so you can see how well it is performing and make changes if necessary. Some of the metrics that you can measure the success of your video are:
Who watches your video? How long have they watched it? How many times did they watch it? How effective is your video Call to action? View count, Play rate, Social sharing, and comments, How many times was the video played entirely?
Videography is an essential marketing strategy in 2022. By fully understanding the video production process, you can create high-quality video content that will help you reach your business goals.
If you need help with any stage of the video production process, don’t hesitate to contact us. Our video production team would be happy to create a video to remember. Vancity. Media is a video production company that takes care of your digital marketing.
Corporate video production
There’s no doubt that corporate videography is on the rise. In a world where online video is becoming increasingly popular, businesses are realizing that they need to create videos to promote and market their products and services.
But what does it take to produce a high-quality corporate video? And how can you make sure that your video stands out from the competition? In this blog post, we’ll explore how can corporate video production companies help you, and we’ll offer some tips for making your videos as effective as possible. Stay tuned!
Introduce your company, increase sales and connect with your wider audience. Take advantage of a growing popularity of video production.
What is a corporate video?
A corporate video is a film or video that usually promotes a company, its products, or its services. Corporate videos are typically created by professional corporate video production companies, and they can be used for a variety of purposes, such as marketing campaigns, investor relations, employee training, and more.
What are the benefits of corporate video production?
If you’re looking to boost your sales and conversions, corporate video production can be a great way to do it. A well-made corporate video can introduce your company and its products or services to a wider audience, and it can prompt viewers to take action.
In fact, 96% of consumers say they’ve watched an explainer video to learn more about a product or service. And even more importantly, 73% of those surveyed said they were more likely to purchase a product or service after watching a video about it. So if you’re looking to increase your sales, a corporate video could be just what you need.
Connect with your employees, clients, and partners
By sharing your company’s story and values, you can create a deeper connection with those who matter most to your business. And by showcasing your products and services in action, you can give your employees, clients, and partners a better understanding of what you do and how you do it. Ultimately, this can lead to stronger relationships and a more loyal customer base.
Build trust with your audience
In today’s world, consumers are bombarded with marketing messages from all sides. As a result, it can be difficult to build trust with your audience. But a corporate video can help you cut through the noise and establish trust with your viewers. By sharing your company’s story and values, you can show that you’re more than just a business – you’re a team of people who are passionate about what you do. And by showcasing your products and services in action, you can give your audience confidence that they’re making a wise investment.
Engage your audience and keep them coming back for more
By sharing interesting stories and insights, you can keep your viewers engaged from start to finish. And by including a call to action, you can prompt your viewers to take the next step, whether it’s visiting your website, subscribing to your blog, or making a purchase.
Increase your return on investment (ROI).
When done right, corporate videos can offer an impressive return on investment. In fact, one study found that businesses who use video enjoy an ROI of 49%, on average. So if you’re looking to invest in your business, corporate video production could be a great way to do it.
Types of corporate video
Marketing ads and commercials
These types of videos can be used to increase brand awareness, drive traffic to your website, and generate leads and sales. And with the help of a professional video production company, you can create an ad or commercial that’s both creative and effective.
Product promotional video
Product promos are an excellent way to showcase your products or services in action. These types of videos can help you demonstrate what your products or services can do, and how they can benefit your audience. And by featuring customer testimonials, you can show that your products or services are the real deal.
If you’re looking to build trust with your audience, customer video testimonials are a great way to do it. These types of videos feature real customers sharing their honest opinions about your products or services. And because they’re coming from a place of experience, testimonials can be some of the most powerful marketing tools at your disposal.
Feature real-world examples of how your products or services have helped solve a problem or overcome a challenge. And by sharing these stories, you can build trust and credibility with your audience.
A business story is a great way to connect with your audience on a personal level. By sharing the backstory of your business – how it started, what it’s all about, and where it’s going – you can show that you’re more than just a company; you’re a team of people who are passionate about what you do.
Show your audience how to use your products or services, and how to get the most out of them. And by providing this information, you can build trust and credibility with your audience.
Social media videos
Social media videos are a great way to connect with your audience on a more personal level. Share behind-the-scenes footage, showcase customer testimonials, or provide an inside look at your company. And by sharing this type of content, you can build trust and credibility with your audience.S
Show potential employees what it’s like to work at your company, and why it’s a great place to work. And by sharing this type of information, you can attract the best and brightest to your team.
What is the corporate video production process?
There are a few things to keep in mind when filming a corporate video. First, you’ll want to make sure you have a clear understanding of your goals and objectives. What are you trying to achieve with your video?
Secondly, you should have a complete understanding of the company, services, product, branding, and target audience.
Once you know this, you can start to put together a plan. This plan should include everything from the story you want to tell to the shots you need to get.
Once you have a plan in place, it’s time to start filming. This is where a professional video production company can be a huge help. They can handle everything from setting up the equipment to capturing the footage you need. And because they’re experienced in this type of work, they can help you avoid common mistakes that can ruin your video.
Once the filming is complete, it’s time to edit the footage and add any finishing touches. This is where a professional video editor can be a big help. They’ll take all of the footage you’ve captured and turn it into a cohesive, polished video that achieves your goals.
Read our blog on the video production process to learn more about making great videos.
The do's and don'ts of corporate video production
The first step in any videography production is generating ideas. This is where you’ll sit down and brainstorm what kind of video you want to make. Do you want to promote a product or service? Showcase a testimonial? Tell the story of your company? Once you have an idea of what you want to do, you can start to flesh it out and develop a treatment.
Research your audience
Before you start production, it’s important to do your research and understand your target audience. Who are you making this video for? What are their needs and wants? What will resonate with them? By understanding your audience, you can make sure your video hits the mark.
Research the industry
It’s also important to research the industry you’re in. What are the trends? What are your competitors doing? This research will help you make sure your video is fresh and on-trend.
Create a treatment
Once you have your ideas in place, it’s time to start putting together a treatment. This document should include everything from the story you want to tell to the shots you need to get. It will be your roadmap during production, so make sure it’s complete and thorough.
Develop script and storyboard
The next step is to develop a script and storyboard for your video. This will help you plan out your shots and figure out what kind of footage you need to capture.
Find out what the client wants and needs
I find that a major problem with most marketers is they offer their services without really understanding what their clients’ goals and problems are. The first task of businesses should be understanding the overall goal of their clients. Find out what they want and offer them what they need. Ask a lot of questions and let your clients talk about their goals and their problems. You will show empathy and interest in the client, not just a desire to push your product and service.
Be clear about the budget
Give your clients a complete understanding of the services, expectations, and cost. Don’t just give a price for one service. List everything you’ll do and give a separate quote so clients know exactly where they spend their money
Hire the crew and talent
depending on the size of the project, you might need extra staff to help with the workload. Plan well ahead to have all the production staff and talents available for the shoot. Include these in your contract. It takes a lot of resources and effort to get everything together for the shooting day so you cannot afford to lose someone.
Plan and prepare
List all your equipment, book locations, and make sure that everybody understands their roles. Don’t leave anything to coincidence. The better you plan, the smoother the video production process will be.
Shoot like a pro
Don’t rely on post-production to fix your shots. Have a well-written script and follow it. You shouldn’t be thinking of what to shoot on the set.
Back up your media
This should go without saying. Have backup tapes or use any of the available cloud solutions. Imagine having perfect shots but losing to such a mistake. It would be crazy to destroy your reputation with such a thing.
Shoot enough B-roll
It is said that a good videographer should be able to tell the story just with B-roll. Have B-roll ideas ready and shoot as much as you can.
Edit to perfection
This is where you put all the pieces together and make a great story. The video editing process is crucial to the success of your video.
Don’t use the wrong music
Use music that complements the video’s mood. Is it happy? Sad? Intense? Once you’ve identified the mood, you can start to look for music that will complement it.
Use style guide for graphics and titles
The style guide is important for maintaining the branding of your video. Make sure the colors, fonts, and overall look of the video match the style of your company.
Keep the right pacing
Pacing is key to keeping your viewers’ attention. If your video is too slow, people will get bored and stop watching. On the other hand, if it’s too fast, they’ll miss important information. Find a happy medium and keep the video moving but rather make it fast than boring.
Subtitles are important for two reasons. First, they make your video accessible to a wider audience. Second, they help people understand your video if they’re watching it without sound.
SEO for small business
Generate a steady stream of new clients for your small business
As a small business owner, you know how hard it can be to generate leads and clients. SEO for small businesses (search engine optimization) is one of the most important aspects of small business internet marketing. By optimizing your website and content for Google and other search engines, you will increase your website traffic, which will directly lead to more customers and sales.
In this post, we will explain what SEO optimization is, how you can start implementing it in your own business and we’ll also provide some tips to improve your Google Search ranking. So if you want to increase your online presence and get more clients, continue reading our small business SEO post!
SEO is by far the best long-term and sustainable small business strategy to generate new leads and clients
What is SEO and why is it important?
Search engine optimization (SEO) is a process of improving your website’s position in search engines (Google, Edge, Firefox). The goal of this optimization is to place/display your site in the first place when people enter relevant keywords into Google or other search engine.
How can small business benefit from SEO strategy?
Ranking your site at the top of Google Search will bring you more website traffic and leads whom you can turn into real paying clients. Statistics show that 32% of searchers click the website on the first Google position. The last position on the first page gets a little over 2%.
Small business SEO can completely transform your business and provide you with a steady stream of clients.
Paid ads (Google ads) versus organic growth (SEO)
The goal of both strategies is to increase the visibility, get more website traffic and attract potential customers, but they do so in very different ways. With paid ads, you pay Google to appear in the search results, usually at the top and the very bottom of the page. Ads are labeled with the small word Ad right next to website URL.
Everything else you find on Google Search is free organic search results. BEWARE! For a long time, Google provided only text results, but now, Google can show images, videos, news, recipes or small snippets of text (called featured snippets or structured data) based on what is most relevant for users.
How does paid advertising work? (Google ads)
Many small businesses start with Google ads. They pay and expect to see the website in the search results. Simple and effective. Is it, though? Paid advertising as of now, has many disadvantages for small businesses compared to SEO.
The keywords themselves become more expensive as the competition increases. Statistically, people click on paid advertising much less than on organic results. You have to pay for each keyword someone cliks on. What if your competition deliberately clicks out your budget?
In my opinion, however, the worse thing about ads is their short term effect. If you stop paying for your ads, your website disappears from the search results and you’re at point zero again. In my opinion, Google ads are suitable as a complementary strategy to small business SEO during campaigns. But I wouldn’t bet on as the only strategy.
How does SEO work?
SEO, on the other hand, is a long-term and sustainable strategy. You can stay in the search results long after you stop paying attention to it, basically until your competition takes your position. The basis of SEO is the creation of relevant content. This keyword rich content will ensure that your site will appear in the search results for hundreds of keywords without paying for single one of them. The main disadvantage of SEO is that it can take a few weeks, even months to generate results. It all depends on the strenght of your competition and how far ahead of you they are.
How to do small business SEO?
In the past, SEO used to be a strictly separate discipline. Today it is increasingly connected with the website creation as well as standard marketing strategies. Therefore, your web designer and developer should understand the basic SEO and marketing concepts.
Start with a good website
The basis of SEO is a website. When building your website, you should pay attention to some aspects of web design that have a direct impact on SEO. The most important is the platform where you build your website, which affects the website speed. Website navigation (menu) has a direct impact on search engines ability to read and understand the site, as well as on how people behave on your site.
Website navigation and consequent people behavior havs a direct impact on how Google evaluates the quality and ranking of your website in search results. The appearance and information of the “contact us” page (existence of a Google maps directly on the site, or contact details) also have a direct impact on small business SEO. Some things can be fixed later, but they cost extra time and money. Some things like a slow platform can only be solved by building a new website.
Before you start looking for a web developers, make sure they understand the basic principles of a successful small business SEO strategy, but also the principles of SEO design. Your website should be user-friendly and, in addition to the information, provide a particularly pleasant experience. People don’t remember what they saw on the site but how they felt about it.
What are keywords?
Keywords are the essence of small business SEO. These are words or multi-word phrases that people type into a search engine when they want to find something. Keywrds used to be the only factor by which Google could tell what a website is about. Even though Google is much more sophisticated now, keywords are still the main factor that tells Google what your website is about. In order to know what words to use on your site, you must first find them. So start by conducting a keyword research.
Keyword research and tools
There are many keyword research tools on the market. The most famous are SEMrush, MOZ, KWfinder, Google KW planner, or Ahrefs. I personally use Ahrefs. Most of these tools are paid. However, each of them has a free demo for a few days, which will be enough for you to conduct a keyword research. Enter a few words for which you want to be found on search engines in the appropriate field. Each tool returns hundreds of other related and suggested words that you can export, save, and use.
Whet data/metrics should you follow while doing the research?
Focus on two metrics. Search volume (how many times a month is a given word entered into Google) and Keyword difficulty (how difficult it is to rank that specific keyword). The difficulty is measured on a scale from 0 to 100. 0 is the easiest. 100 is almost impossible. Focus on words with a difficulty of 0 to 20. However, be careful that they also have some search volume. Ranking for keywords that no one is searching for is pointless.
In order to be able to choose the right keywords for your site, you should be familiar with the so-called search intent. Search intent represent desired search results, that people expect to find on search engines. Do they want information? Are they after product comparison? Do they want to purchase a specific service or product? You should know your clients perfectly, their goals, problems and their buyer’s journey. This will allow you to choose the right keywords and create the right content to fit the search intent.
What do I mean by content?
Look at it this way. What does Google want for its web browser (Google Search)? Google wants Google Search (a browser) to have a dominant position in the market. How will it achieve that? By showing relevant and “right” content for each search query. What does this mean for you and your content creation? You need to create relevant content (blog posts) for each keyword you want to rank on Google. If that content is relevant and better than the competition, it will be your website that comes first in search results.
What is relevant and good SEO content?
It is a content that is original, high quality and highly valuable to the reader. It is a content that provides a broader context, not just a simple answer. It is a content that will bring new information. Google wants your site to be a quasi-encyclopedia of your business segment. This means that your website should contain multiple pages and posts that will link to each other and create a broader context.
So that the website visitors can go to another page within your domain when they need more information. However, good content is not just text. Google wants you to use images, graphics, or video to give your site visitor comprehensive information and an overall good experience. So how do you find out what good content is. The easiest way is to look at your competition that is already successfuly ranking on Google.
- In order to be better than other small business owners, you need to know what and how your competition is doing. Enter your keyword into a search engine like Google. Open the first three organic results.
- What is the format of the article? How long is it? What is it about? Are there videos, pictures, graphics?
- Your content should mirror the top ranking websites and their content.
- If the top 10 list comes first, make it a top 15 and add more details to each item. If the image collection comes first, don’t create text based content. Always look at what already dominates the search results and do it better. Do not copy. Get inspired and add your own twist.
- WARNING! Google likes originality. So if you think that another form of content is better than what is there so far, do it. If you know how to do things differently and better, don’t be afraid to experiment. The most important thing for Google is relevance. Ask how my new content can be better than what Google currently ranks and create it.
Menu navigation is one of the items that should follow standard marketing practices. Simplicity and clarity is the name of the game. The more items you give people to choose from, the longer it will take them to choose. Create navigation in a way that people always knows where they are and where they go if they click a menu item.
Clean and clear navigation is also good for search engines. It allows them to quickly and easily read, understand and index (make it available for search engines) your web pages.
On page SEO
On page SEO is the process of placing keywords in relevant locations on your website. In addition to the standard text on your site, Google reads other locations. URL, Title tags, H tags, meta descriptions, image titles, image alt-text, or video titles. By placing keywords in these places, you emphasize to Google what your website is about. This will allow Google to rank it higher in the search results.
Read my blog about on page SEO and learn how to choose keywords for individual on page places like title tags or H tags, but also for the website content itself.
Note on meta descriptions. Meta descriptions are not a direct SEO factor. It is still important to use keywords in metas so people see them right away. This increases click through rate by persuading people to click on your website.
Technical SEO is a process of securing and managing the health and technical status of your website to meet modern Google and user experience standards. Failure to comply with these specifications may result in Google not indexing your website in its search results (at worst) or downgrading its ranking (at best). Poor technical SEO may result in poor user experience. If people regularly leave your site too fast, Google will evaluate it as a bad signal and will downrank it.
Technical SEO includes site structure and navigation, site speed, mobile site optimization, internal links, duplicate and thin content, broken links, structured data and any technical problems (crawling and indexing) revelaed by Google Search Console or other technical SEO management tools. Technical SEO is a huge topic, so I wrote a separate blog on Technical SEO. Learn how you can improve the technical performance of your website so that it appears as high as possible in search results.
Use social media and business listings
Social media and business listings are websites where you can create an account for yourself or your company, add a name, contact information, photos, articles and various other information. Standard social media are, for example, Facebook, Instagram or Pinterest. Business listings, for example, are Google Business Profile, Yelp, or Yellow Pages. In the world of SEO, this process is also referred to as citations.
3 reasons why citations are important for small business owners.
If you create accounts on these social media and listings, one of the information that you’ll include is your website URL. Social media and listings websites have a strong domain authority, so if you link from them to your website, some of that authority will be transferred to it. If Google compares two sites based on this factor, website that has backlinks will rank higher than the one without.
Try to create citations on as many social media and databases as possible. However, omit those that are not relevant to your business, or those that do not meet modern standards and appear not to be alive or taken care of. Also, do not create multiple citations on the same media under a different name.
N.A.P. means Name, Address and Phone number. These are the three basic things that Google looks for and reads when it comes across your business name on the Internet. If this information is different on your site, social networks and listings, Google will evaluate this as a conflict. This lack of trust in your online presence and your business and will reduce your site’s ranking in search results.
So be extra careful to have this data exactly the same across the internet. The data on the Google Business Profile is crucial in this case. Copy the exact syntaxt from Google Business Profile on to other networks, listings and on your website. Don’t abreviate and don’t misspell. Be extra careful with N.A.P. Data consistency is a super important for Google and your SEO ranking.
Credibility of your business.
This reason is not directly related to SEO, but rather to user signals. If someone Googles your business name, they will see your website, but also your Facebook, Instagram and other accounts that you have created in various listings. The N.A.P. is important to Google. But what is important to people?
Consistency. Consistency builds trust and people only buy from you if they trust you. Use the same colors, profile photos, and identical information across these citations. Consisten branding is super important. Seeing the same data and visuals will increase peoples confidence in your business. Also, try to fill these profiles and listings with at least a few posts, photos and articles that indicate that this profile is alive, healthy, functional and active, same as your business.
Measure the results
SEO is marketing and marketing is also about numbers. In everything you do, you should have clear goals, know what actions lead to these goals, and what metrics need to be observed and measured to see how you perform. Do you know S.M.A.R.T goals? SMART goals are an ideal format for setting and measuring goals. I will publish a blog about this topic soon.
Small business SEO is a long-term game. It’s definitely going to take at least a month to start appearing at the top spots on Google or other search engines, even if you’ve done everything correctly. Create good content, optimize it, make sure you have your technical SEO in order and try to get backlinks. The results will appear.
Should you hire an SEO agency?
Yes. I’m sure you’d be able to execute a SEO strategy. Why would you though? SEO agency has experience, tools, know how and many tricks and SEO tips to really work miracles on your website.
On page SEO
Keywords in a crucial places. "10 things to watch out for"
I would describe on page SEO as the optimization of a webpage by inserting the text of your choice (keywords) into crucial places. Keywords in the crucial places give Google relevant signals that help it to understand your website. You can insert keywords into the text itself, titles, image file names, subheadings and other places. Google reads these keywords to determine what your website is about and how relevant is it to a search query that someone just typed in Google.
On page SEO or on-site SEO means optimizing your website content for search engines and humans with keywords. On-page SEO deals with where and how to put keywords on your webpage to satisfy Google and people alike. Other standard SEO umbrellas are technical SEO, content SEO, off-page SEO and local SEO. There is no clear distinction as many specific SEO elements are intervened and connected.
Is on page SEO important? Super important. Google states in its How Search Works report that relevant Keywords that appear in the headings or body of the text are the most basic signal that the content matches the search query. Even though Google has smartened up from understanding only single keywords to understanding and evaluating context, single keywords are still super important to attract the search engines.
What is great about on page optimization? You have full control over how you optimize your website and it’s relatively easy to do since you don’t need any specific advanced skills.
What is on page SEO and why is it important
On page SEO mostly refers to inserting keywords to various important places around your web pages to give Google clear and important signals about what your webpage is about.
For example: If your title tag and H1 tag contain your main keyword. If some of your H2 and H3 tags contain your main keywords and related keywords. If your image’s alt texts contain your main keyword or If your keyword has increased density compared to other keywords, this gives Google the basic and important signal that your whole article is about that main keyword.
Not optimizing your website for keywords will result in Google not ranking your content for those keywords. On site SEO is a basic direction that shows Google where to look for relevant content. Giving Google directions and helping it to do its job is always beneficial for your website.
What does on page SEO include
- Keyword research: What are people searching for?
- Title tags optimization: Match intent, keywords, title and webpage
- Content. Alpha and Omega of SEO
- Meta descriptions: You must convert your audience here
- Heading tags: Structure is super important for humans and robots alike
- External links: Citations of authority
- URL: Try to match the keywords
- On page user signals. People determine what they want
- Images: More content, more work
- LSI content. Create concepts
What are keywords
Keywords are the main search terms or phrases that people are typing into Google (search queries) and you want to rank for. They describe the content and the topic of your webpage.
There are two basic groups of keywords.
Head keywords are usually one or two-word broader terms. They have high search volume and high competition (it’s hard to rank for them) and usually buyers’ intent. Example: Mountain bike
Long-tail keywords are longer and more specific keyword phrases. They have lower search volume but also lower competition. Example: Top ten mountain bike trails on the North Shore
Why are keywords important for on page SEO
Keywords are the most basic and important on page SEO element. They help search engines to define and understand your webpage. Using the keywords in the right places will help Google match your webpage/search results with a specific search query.
How to do a keyword research
- Understand your target audience, their goals, problems and what are they searching for
- Use one of the many keyword research tools. I use ahrefs but great alternatives are SEMrush or KW finder
- Input some of your relevant keywords into the keyword research tool to get much more related and suggested keywords.
- You can also use ahrefs to analyze your competition to see what keywords are they ranking and try to compete with them.
- Pay attention to two important factors. Search Volume and Keyword difficulty. Try to rank the ones that have the most search volume but lower keyword difficulty. 0-20 keyword difficulty is optimal for new websites. With more content on your website, start to target more difficult keywords.
- Export your keywords and organize them based on common topics.
Titles or title tags
What are website title tags?
Title tags are the HTML elements that specify the title of a web page. They are found in the head section of the page’s code, and they usually look something like this: <title>Page Title</title>. The title tag is one of the most important on page SEO factors.
Why are website titles important?
They are important from 2 perspectives. SEO and marketing perspective
Crafting amazing titles is essential to any form of marketing. I’m sure you have heard David Ogilvys quote that 80 cents out of a dollar should go to crafting a perfect title. The title is the first information people will see. They help people determine what your web page is about and its relevance to their search query. Write powerful titles to grab your readers’ attention and compel them to read your content.
The title is the first information people will see. It will determine if it is worth it for them to continue engaging with your content. Writing powerful titles to grab your readers’ attention and compel them to read your content is an absolute must.
Webpage title importance as a direct on page SEO factor has diminished. Instead, titles have become a vital UX factor that indirectly influences on page SEO. Saying that. Title tags are still a strong SEO factor.
They tell search engines how relevant your page is to a search query. Your webpage titles are one of the strongest on page optimization signals that help search engines determine what your webpage is about. Google uses title tags to determine the page’s topic, which influences your website’s SERP position (Search Engine Results Page)
How to write great on page SEO titles for your webpages
Take the top 3-7 most relevant and searched keywords for your web page. Identify the repeating single words. Create the webpage title out of them. Keep the top phrases together and towards the front. Write in logical conversational English. Do not repeat words. Try to get single words that create a phrase that is already together
What is the difference between title tags and H tags (heading tags)?
- Titles are part of the HTML document’s head section and are not shown on the web page itself, only in the SERP.
- Headings are part of the body of the webpage, which makes them visible on the actual webpage. Headings structure your webpage and are part of the content.
- Even though both have a different purpose, titles might be the same or very similar to H1 (headline1) tags.
How to find the title of any webpage?
Why is this important? Well, maybe you want to spy on your best competition. If they’re ranking at the first spot, there s got to be something good about their webpage title
Right-click on a webpage and select view page source. Look for title tags <title>______</title> at the top of the page in the head section. Everything between these tags is the title of the webpage.
Optimize the format of your titles
- Capitalize the first word in the sentence. You can as well capitalize other important words.
- Don’t use all CAPS. It’s hard to read, and the capital letters are larger, which poses a limitation on your title. You can capitalize a word to emphasize it.
- Don’t use a period at the end of the title.
- Use punctuation to separate the title visually or put emphasis on the important word. You can try blockquotes
Keywords use in E-commerce page/category/product titles.
Write most unique aspects of the page in the beginning. Start with a product, follow with a category and then the brand name.
Keywords in local search
Similar to E-commerce, write specific aspects in the beginning. Start with a specific location or industry before the title. Have the user intent in mind
Is Google replacing or ignoring your titles?
- There may be cases when Google decides to extract the title from the first few paragraphs of your content and replace your original title.
- Remember that Google wants titles to describe the content of your webpage accurately.
- Align your titles with the content of your webpage.
- Avoid keyword stuffing and avoid using variations of the same keyword.
Title tag TIPS
- Create a unique and powerful title for each web page on your website
- Make sure your titles are descriptive and accurately reflect the content on the page
- Keep your titles under 60 characters but use as many characters as possible
- Research your target keyword and your direct competition. Try to get inspired by their titles
- Use standard marketing practices for writing titles.
- Format important words. Make them bold pr uppercase
- Don’t add your brand name to your title
- Make your titles attention-grabbing
- Use clear and simple language. Clarity is the ultimate goal of all your copy and content writing.
- Understand and match search intent. what do people expect when they search for a specific keyword?
- Use natural language
- Place the keywords in your title organically
- Don’t stuff keywords
- Align your titles with the content of your webpage. They need to be relevant to the page content. If you don’t meet people’s expectations that you set up with your titles, they will bounce.
- The title should convey the message of the webpage clearly and concisely.
- Use numbers in your titles. This will draw the attention of the reader.
- Use dates in your title to point out that your content is up to date. Google as well as people prefer fresh content.
- Use power words to influence people to click on your title.
- Use the curiosity gap to tap into what your readers know and what they want to know
- Be specific
- Be helpful
- Be fresh and new
- Use “How to” headlines. People always want to know how to do or make things.
- Flag common mistakes. Stop saying this in your job interviews
- Ask questions. Do you have a problem with dry skin?
- Give readers a solution to a problem their facing. Try our full natural shampoo
- Use odd numbers (7 is psychologically considered the most positive number). Numbers stand out and are very specific. Both factors tap into the cognitive bias of human nature.
- Understand your target audience and their search intent
- Use a call to action to encourage people to open your webpage.
- Be actionable.
- Write benefit-driven titles. Use words that show people the benefit after opening your webpage
- Address your specific audience. Know who they are and what they want
- Create curiosity
- Create urgency
- Use punctuation in your titles
- Leverage emotion
- Use power words
- Look at paid ads websites titles and get inspired
- Format the important words in your title. Make it attention-grabbing,
- It needs to be descriptive and clear for the people to understand what your website is about in the first 3 seconds.
- Use title modifiers like guide, fast, top etc that will help you rank for long-tail keywords
What do I mean by content?
By content, I mean the text that is on your web pages or blog posts usually accompanied by images or other graphics.
Why is this important?
Google is a westerner and it reads from top to bottom, left to right and gives more weight to what comes earlier. Logical, right?!
How do you optimize content?
Use your target keyword once in the first 100-200 words of your blog post.
Keywords by themselves are not an as strong factor as they used to be in the past. However, If your text contains 1000 different words, how will Google know what is your text about? You need to give Google subtle signals about what your content is about by strategically inserting specific keywords multiple times. You have to use the keywords that you want to rank multiple times.
So what should be the keyword density? 2-3 times per 1000 words. Or, let me introduce you to a great solution. Surfer SEO. This great tool will tell you exactly, how many keywords you should use based on what your ranking competition is doing.
Remember that keyword stuffing can get your website penalized, so use keywords in a natural conversational manner. Focus on a topic rather than on separate keywords and create contextual content. If you have to insert more keywords, create more paragraphs where you can use them in.
Keywords give Google subtle signals about what your article is about.
What are meta descriptions?
Meta descriptions are HTML elements that offer a brief summary of your web page. Think of them as subtitles that provide additional information to your webpage title. It is the text shown on the search engine results page right under the URL and title of the webpage.
You can see meta descriptions on the SERP even before you click on a website. Meta descriptions are not a direct SEO factor but they can increase the likelihood of people clicking on your webpage if done right.
Why are meta descriptions important?
Meta descriptions and titles are the first pieces of information a person gets about your webpage. They have the power to persuade users to click on your website as well as deter them. Well-written, engaging, accurate and relevant meta descriptions will increase the traffic to your website. And more visitors means better conversions and positive signals for Google. This is the place where you need to convince your searcher to follow through and click on your website.
How to write persuasive meta descriptions?
Meta descriptions don’t hold much SEO power so focus on writing them for people. Persuade them to click your website.
Know your target audience, know their search intent, and know your brand identity and your brand voice. Your meta description must resonate with your target audience first. It is them that you are trying to attract to your website. Craft your content to give a solution to search intent and meta description to support the content.
- Use standard marketing practice of writing powerful titles that people read.
- Write a description that is appealing and interesting.
- Focus on customer experience first.
- Accurately describe what the webpage is about
- Write a unique and exciting description.
- Avoid being boring by using an active voice.
- Clearly state the benefit and the value of the content.
- Align the description with the content of your page.
- Use keywords, but use them in the natural flow of language. Google highlights them too
- Use structured data, and they might show up in your meta descriptions.
- Use your brand voice.
- Include a Call to Action.
- The official Google length of meta description is 160 characters. Still, experiments have shown that Google might not always trim it if it’s longer. Focus on user experience rather than length. State the essential facts in those first 160 characters.
- Show specifications like price, location, tech specs or manufacturers. People almost always look for specific things.
- The meta descriptions should be related to the topic of the page. If they don’t correspond to the content of the page, the reader may go back to your website. This bounce-back can negatively influence your ranking.
- Research your competition and see what meta descriptions they have. Go to google and type list: yourcompetitorswebsite.com and check out their meta description.
- Use target keywords in your description. Match the search keywords with the meta description keywords to show the visitors that your webpage is relevant to their search intent.
- Make sure that the content of the webpage is relevant to the meta description and the user search intent
- Follow social media accounts and web pages in your niche and pay attention to trends. You should take advantage of trending keywords, terms and topics when writing your meta descriptions
- Make sure to regularly research and practice writing meta descriptions.
- Make your meta descriptions specific. Google users are trying to find answers to a specific problem. Give them a specific solution.
- Update your meta descriptions on older content
- Meta descriptions are more of a copywriting strategy than on page SEO process
Heading tags or H tags
What are H tags and why are they important?
Heading tags are HTML tags used to identify headings and subheadings within your content. Typically, there are six different heading sizes ranging from H1 to H6. Search engines use these tags, or rather the information contained in them, to understand the structure of your content and give it weight.
Heading tags are important because they give structure to your content and make it easier for users and search engines to read and understand. They also help break up your content into manageable chunks, which can improve both the user experience and SEO.
H2, H3, and H4 sub headings with relevant keywords can provide more context to the main keyword in the H1 heading. Headings are very useful to expand the context of your articles. Google themselves said that H tags and H1 tags help it to understand the page structure.
How to optimize your headings
Use a standard marketing strategy for writing amazing titles. A webpage title is more important for Google bots. But Heading tags or H tags are more important for people so you can take advantage of your copywriting and title writing skills
Having said that, you still need to use keywords in your headings.
- Find frequently repeating single words among the top 3-7 KWs and use them in your headings and subheadings
- Keep the top phrases and words together and towards the front
- Write in logical conversational English. Keep the natural language flow
- Do not repeat words
- Your H1 tag should expand the keyword-focused title with a copywriting and human element
- Think in terms of structure. The main idea behind headings and their depth is to create a text structure that we and Google can better understand.
- Format H tags with different font sizes, colours or decorations so humans have an easy time visually understanding your content as well.
Where do you physically optimize them?
Let’s say you’re editing your WordPress website in Elementor builder. Just choose a heading and select an appropriate H tag from the drop-down menu.
Outbound or external links
What are external links why are they important?
Outbound or external links are hyperlinks that direct visitors from your website to another. Think of external links like this. When you were writing your college thesis, you were quoting and using citations from other authoritative books and publications to give your own work part of that authority, expand the context of your own thesis, and give readers an option to read the primary sources if they desire more detailed information. External links work the same way.
Reboot has conducted a study that showed that Google ranked pages with outbound links as relevant and quality webpages better than the ones without outbound links.
Because of these three reasons, the use of outbound links is a widely accepted on page SEO practice, as they provide context, and attract authority.
How to do it?
Use a few words or a sentence in your text as anchor text that will link to another website.
- Link only to highly relevant and high-quality websites
- Avoid linking to too many sites. Balanced it out between providing users with additional resources and overwhelming them with too many options
- Use keyword-rich and relevant anchor text. It should be descriptive and relevant to the page you are linking to.
URL or website address
What is URL and why is it important to optimize for on page SEO
URL is the website address. https://vancity.media us an URL. https://vancity.media/blog/technical-seo is an URL too. See above how I added technical SEO to the URL of a blog that is about technical SEO? Keywords in URL are one of the important on page SEO signals that Google uses to understand what your page is about.
How to optimize the URL
Make it short and sweet
Find frequently repeating single words among the top 3-7 keywords
Use 3-4 words max
Do not repeat words
On-page user signals
What are they and why are they important
User signals are user actions on your website that Google evaluates. Do they dwell on your website for a long time? GOOD. Are they bouncing back right after they clicked? BAD
Google’s how search works document states that it uses these user-generated signals to determine how relevant are their search results. If a lot of people are bouncing off your website right after they click it, Google evaluates your webpage as not relevant and decreases its ranking.
How do increase these positive website visitor signals?
Use standard marketing techniques like powerful titles, highly relevant and converting CTAs. Make your website readable, enjoyable and engaging. Use various formats like video, images or infographics. Offer experience, not just information. Make your website fast. Structure your content with Heading tags to make your content easily readable. Big walls of text are discouraging to read and people simply skip them.
- Use informative headings and subheadings
- Use a lot of bullet points
- Short clear and informative paragraphs
- Use short and simple sentences. Write like for an 8-year-old
- Include subtopics
- Use simple vocabulary
Don’t make your webpage just a text. It is your online store. It needs to be an awesome experience for all your website visitors.
Why are SEO-optimized images important for your website?
Your website needs images. And these bring some opportunities but also a few worries. So what you should do with the images on your website?
- Optimize the image size before you upload them to the website. Images can be large files, that take some time to load. But you know that site speed is an important ranking factor. Try to get all your images under 250kb before uploading them to your web
- Optimize images after you upload them. There are plenty of WordPress plugins that will optimize your images.
- Use only original images. Original images strengthen the trust and uniqueness of your brand and business which means more conversions and more positives signals for Google. Additionally, this experiment by reboot showed that google increased the ranking of websites with original images compared to the stock ones.
- Optimize image file name. Keep it short and sweet. Use keywords but don’t stuff
- Optimize image alt text. Accurately describe what is happening in the picture with a natural-sounding language. Use keywords but don’t stuff. As you guessed correctly, keywords send signals telling Google what your page is about.
LSI or Latent Semantic Indexing
What is it and why is it important
LSI keywords or Latent Semantic Indexing are keywords closely related to your focus keyword (they are not synonyms). It’s a way of representing relationships between concepts in a piece of text.
LSI keywords create a context around your focus keyword. If “How to make cold brew?” is your focus keyword. LSI keywords would be boiling water, coffee machine, coffee-producing countries, etc. Remember that Google wants to understand the context of your page, not just read keywords.
Google is using the words that people frequently use together to evaluate content. The larger context you will create around your focus keyword, the better chance of Google understanding the topic of your content. LSI increases the context of your webpage. You shouldn’t have any problem including a lot of LSI if you write a long-form content
How to find LSI keywords
Ubersuggest by Neil Patel, Keyword Tool or LSIGraph is a few examples that you can use to generate LSI keywords. You can find more on LSI keyword tools in Brian Deans’s post on LSI
Use your LSI throughout your content in paragraphs but also in titles, heading tags, and alt text. Your goal is to create content with context. Content should give overall information on the topic rather than a single keyword.
If you want to improve your website ranking and visibility, on page SEO is a great place to start. By inserting keywords in strategic places on your web pages, you can send important signals to Google about the topic of your webpage. This, in turn, can help improve your website ranking and bring more traffic to your site. Contact us if you need help implementing effective on page SEO techniques for your website!
10 high value tips to optimize your website for technical SEO
One of the most important – yet least understood – aspects of search engine optimization, SEO is technical SEO. This refers to the behind-the-scenes work that goes into making a website as search engine friendly as possible. Other parts of SEO are keyword research on page SEO, off page SEO
Is technical SEO important? Incorporating best practices for technical SEO can be tricky, but it’s crucial if you want your site to rank well in search results. In this post, we’ll explain what technical SEO is and outline some of the most important techniques you need to know.
We’ll be looking at Crawling, Indexing, XML sitemap and health monitoring with Google Search Console. Thin and duplicate content issues. Structured data, website speed, mobile optimization and much more.
We’ll also provide tips for how to get started optimizing your website for search engines. So, if you’re interested in learning more about technical SEO fundamentals to increase your ranking and organic traffic, keep reading!
With 8,5 billion Google searches per day, SEO is the most powerful lead generation strategy in 2022 and will remain that for at least another decade.
What is technical SEO and why is it important.
Technical SEO refers to the technical optimization of a website to meet Google’s health and technical SEO standards that also increase the positive experience that your website visitors are having on your website.
For example, a certain website loading speed is required by Google to rank your website well but that’s because the data show that people abandon slow websites. Google doesn’t want to show websites that people abandon (statistically) so he ranks fast websites better than slow ones.
Think about what Google wants. Google wants people to keep using Google so it needs to show relevant and good results for any search query. Good and relevant results are good content, good authority, good technical state, good structure…
Failing to meet these technical SEO standards will result in a bad Google ranking for your website.
A site’s content is the lifeblood of SEO. Technical SEO strategy is the brain that controls all the mechanisms. On page SEO are directions.
What does technical SEO include: Technical SEO audit
- Website structure and navigation: What is it and why is it important?
- Crawling and Indexing with Google Search Console: Identify and fix issues.
- Internal linking strategy: What is it and why is it important?
- Thin content: How to avoid and fix it
- Duplicate content: Prevent duplicate content issues
- Page speed is a ranking factor: Optimize your website loading speed
- Is your website multilingual? Set up hreflang
- Broken links: How to find them and fix them
- Implementing structured data to your website
- Optimizing your website for mobile devices
Website structure and navigation. What it is and why is it important?
Website structure defines how your web pages are organized and interlinked in the website hierarchy. Good site structure makes it easy for Google AI and humans to understand and find things on the website. Good structure groups content, uses patterns and is logical and consistent.
Why is website structure important for SEO?
A good website structure increases dwell time, click-through rate and conversions, all of which are strong signals for search engines to increase the search engine ranking of your website.
Google can reward great structure with sitelinks (image). Sitelinks are additional links to other web pages on your website that show in SERP. These give users the most relevant information and increase your website’s trust and reputation. Google bots will have an easier job of crawling and indexing your site. I would argue that a bad site structure can doom your SEO efforts.
How to create a good web page's URL structure?
Start by organizing the website content. Prepare and divide it based on common things. Keep services, product categories or related blog topics together. Organize these content clusters in a flat hierarchy.
Transform this hierarchy to site navigation and URL structure.
Website structure and navigation TIPS
- Make your structure logical and straightforward
- Create unique main website categories to give more context.
- Create related subcategories to the main categories
- Neil Patel advises having 2-7 main website categories
- Keep the subcategories balanced, and even if you can
- Don’t create more than three levels of depth.
- Your navigation header/menu should have all the main categories.
- Use appropriate anchor text for links to categories and subcategories.
- Strengthen the website structure by interlinking related subcategories and main categories, effectively creating content clusters.
Breadcrumbs: What are they and why are they important for structure and navigation
Breadcrumbs are internal links that show visitors the path from the homepage to the current page. They help users understand where they are on your website and provide an easy way to navigate back to previous pages. Breadcrumbs help search engines understand your website’s structure which is great for SEO
Crawling and Indexing with Google Search Console (GSC): Identify and fix problems
What are crawling and indexing?
Crawling is how Googles search engine spiders discover new and updated web pages and add them to the Google index. Google Bot processes all the crawled pages to compile a vast index of all the web pages’ words and their location on specific pages. Google then searches these indexes after people have submitted a search query to return the most relevant result.
Why is this important?
If search engines don’t crawl or index pages, they cannot show them in the Search Engine Results Page, SERP.
How to make sure that Google crawls and indexes your pages?
Add your website to Search Console and monitor the health and technical SEO issues.
How to add your website to Google Search Console
Login to your Google Search Console.
Add your website as property and verify it. You can find common verification methods here
Submit an XML sitemap to the GSC
Repeat a similar process in Bing Webmaster tools. Even though Google dominates the search engine market, some people still use Firefox, Edge or others.
What to do in the Search Console
Submit an XML sitemap to let Google know that you have added or updated your web page.
Monitor the Performance report to see what KWs are you ranking for in what position and other useful information
Monitor the Index Coverage report to find and fix any crawling and indexing issues.
Internal linking strategy: What it is and why is it important?
Internal linking is the process of linking one web page on your website to another. Internal links are important for two main reasons:
They help search engines understand your website’s structure and content. The links group your related content into content clusters which gives your content more context which Google and other search engines can understand.
They help users navigate your website and find relevant information.
If you have a well-structured website with clear and concise content, then internal linking can help improve your technical SEO.
For example, I’m writing this article about technical SEO. One part of technical SEO is GSC, but instead of me going into detail about the Console in this post, I’ll instead link to another post of mine that is about the Search Console. By linking these 2 articles, I give people a chance to read more in-depth info on specific technical SEO topics and I show Google that these are related pages which gives Google more context that helps it understand what is my content about.
Internal linking TIPS
There are a few things to keep in mind when doing internal linking:
- Use keyword-rich anchor text.
- Use relevant and targeted pages.
- Do not overdo it.
- Use a mix of follow and no-follow links.
- Monitor your website’s internal linking with Search Console.
- Link to pages that are deep in your website navigation.
Thin content: Avoid creating pages with thin content.
Remember that content is one of the pillars of a successful SEO strategy. Publish only high-quality, original, rich and valuable content for each and every page on your website and you never have to worry about thin content.
Unfortunately, thin content is inevitable so we need to know how to find it and fix it.
What is thin content?
Pages with thin content are pages with no relevant content that provides little or no value at all, give no relevant answers and resolve none of the search queries.
Why is thin content bad for SEO?
Google and other search engines don’t rank pages with thin content. Thin content causes people to click the back button since they don’t see any relevant answers to their searches. The bounceback is a strong negative signal for Google.
What to do to avoid publishing thin content?
Create only pages that give your visitors valuable, quality and relevant content. Every page that you publish, whether it’s a product or category page, should have enough relevant information.
How to discover thin content on your website?
Great tools to discover thin content on your website are SEMrush, Ahrefs, Moz or any other relevant technical SEO tool.
Duplicate Content: Avoid creating pages with duplicate content.
What is duplicate content and what does canonical page mean?
Duplicate pages are exactly what they are. Pages that have the same or very similar content. Duplicate pages may happen in e-commerce stores when you have a product that is attached to multiple categories like colour or size.
Why is avoiding duplicate content important
Search engines don’t know which of the duplicate pages to index and rank, and both versions of a page ranking suffer.
How to prevent duplicate pages
Publish original content for all your web pages. If you cannot avoid duplicate content like in the eshop example, you need to set up canonical tags to tell Google which page should it index.
The canonical tag tells search engines that only one of these multiple pages is the main one that needs to be indexed. the other variations of the product like size or colour will be listed as variations, not a separate product.
Add no-index tags to pages with duplicate content. This will tell Google to not index them. You can check if the no-index tag is working in the Google search console in the test live URL report. Look for excluded pages by no-index tag.
How to implement canonical tags
There are multiple standard methods to use canonical tags.
- Setting rel=”canonical” HTML tags
- Setting rel=”canonical” in HTTP headers
- Using sitemaps to set canonical
- Using 301 redirects to divert traffic to the master version
- Have a look at official Google documentation for best practices
Page speed is a ranking factor. Optimize your website loading speed
What is website speed?
Site speed has always been a strong User Experience factor. But in May 2021 Google rolled out a Core Web Vitals: Page Experience algorithm update.
Google will include page experience signals in the Google Search ranking. What are those signals?
- Page speed is the time it takes a web browser to display your web page after clicking the link.
- Page load time is the time for a webpage to show on a device screen.
- Time to the first byte is the time it takes for a browser to receive the first byte of information from a web server.
Why is page speed optimization important for technical SEO?
- 25% of visitors leave a website if it takes more than 4 seconds to load
- 46% of people don’t revisit poorly performing websites
- 74% of mobile users leave a mobile website if it takes more than 5 seconds to load
- 47% of e-commerce clients expect a maximum 2-second loading time.
Your page speed impacts user experience, Google ranking, sales, conversions and revenue.
How do you find out if your website meets the Core Web Vitals specs and is fast enough?
How can you speed up your website? TIPS
- Optimize your image size before you upload them to your website. Make them as small as possible while still maintaining good quality.
- Reduce the number of images to only ones that support your webpage’s written content.
- Use image optimization tools/plugins after you upload your images to your website.
- Confirm that image dimensions fit into the space that you created for it.
- Use browser caching to store website resources locally on users’ computers. The browser won’t have to load them every time a user visits your website.
- Reduce your code to only what you are using.
- Note that various visual website builders such as Shopify, Squarespace, Wix, Visual Composer and others are built with a lot of code. These will naturally clog your website with a lot of excess code that you cannot remove, thus slowing down your website. I recommend using WordPress with its native Gutenberg blocks that are super fast. At the time I was writing this article, ASTRA WP theme was the fastest theme around.
- Compress your code with Gzip. Gzip is the standard to locate similar lines of code and replace them. This can reduce the response size by 70%
- Minify files. Minification removes everything that is not required for the code to run.
- Merge multiple script files into one to reduce the number of calls to the server
- Use a hosting provider that focuses on the performance of their servers like Kinsta, ScalaHosting or Siteground.
- Remove widgets and plugins that you don’t use. Test your website speed with and without those plugins and determine how much you need them.
- Use asynchronous loading to allow the files to load simultaneously.
- Use CDN. CDN (Content Delivery Network) is a global server network that hosts your files in various locations. CDN allows data to be delivered faster.
- Host video on external platforms and use links and embeds to place them on your site.
- Reduce the use of web fonts. If you have to use fonts, use modern formats WOFF2, including only character sets and styles that you are actually using.
- Reduce redirects
Implement Hreflang if your website is available in more than one language
What is hreflang
Hreflang is an attribute specifying language that Google should use for specific pages
Why is this important
You can serve your global visitors a proper language version of your site and prevent users bouncing off.
When to use hreflang tag
- Google should generally recognize what language to serve but there are certain examples where setting up hreflang isa good idea.
- If your main content is one language but your header, navigation and footer have language variations.
- If your content has regional variations even though it is served in a single language
- If your site is fully translated into multiple languages.
How to set up hreflang
- The best way is to follow this Google documentation
These are the links are links that lead to nowhere and your webpage visitors have to hit the back button to get back to your website.
Why are they bad?
Ending up on a broken link decreases the visitor experience and which may cause people to abandon your website. They also confuse Google bots who might not crawl your entire site as a result.
How to find and fix broken links
Do a site audit using any of the professional SEO tools like ahrefs, SEMrush or others. These will find the links that lead nowhere so you can fix them by pointing them to a website that is alive and well.
Implementing structured data to your website.
What is structured data?
A schema is a form of tags added to your HTML code (website) to give it more context.
For example. Website IMDB.com has a tag next to Steve Buscemi that probably says, actor. When Google reads Steve Buscemi on IMDB, it doesn’t see a random string of characters that it needs to interpret. It understands that Steve Buscemi is an actor.
Why is structured data, sometimes also called schema markup significant?
A schema describes to search engines what a specific text on a website means and how it should show it on the Search Engine Results Page (SERP). This will help Google to understand your website better and faster. To succeed in SEO, you always want to help Google do its job.
Secondly, Search engines will interpret your HTML code better and display it in search results in the form of rich snippets.
Optimize your website for mobile devices
What does it mean to optimize your website for mobile devices?
The beginnings of the web and the internet are closely connected to desktop computers and laptops. With the introduction of the iPhone, the internet found its way into our mobile devices. Our computer screens are horizontal and large.
Mobile screen devices are vertical and small. Desktops and laptops use wi-fi, but our cellphones use mobile data. What worked for our desktops is not working for our cell phones. Your website needs to work well on mobile and desktop versions.
Why is it essential to optimize your website for mobiles?
Mobile devices and specifically smartphones have become a primary means of how people access the internet and your website. This has been reflected by Google with a change to mobile-first indexing. Google crawls and indexes the mobile version of your site, not the desktop one.
Smaller screens, absence of a standard keyboard or lack of wifi makes accessing your website from a cell more challenging than from a laptop. But your website needs to be as good on that cell as on the large computer screen.
Having a mobile-friendly website should be one of your primary objectives when developing one.
How to optimize your website for mobile devices? TIPS
- Build a responsive web design. Responsive design is based on detecting your visitor’s screen size/resolution and adjusting website elements to reflect it. You can choose from many responsive themes if you’re building your site on WordPress.
- Use the latest technology
- Understand why your visitors came to your site and optimize it for that purpose. Keep it simple, and build your design around a specific goal. Don’t overcomplicate your website
- Have your call to action visible and accessible
- Develop simple layouts. The small screen size on mobiles doesn’t allow for fancy designs suitable for desktops. Remember the purpose of your site. It’s not for your visitors to look at and admire your website. It is for them to click a button to book, call, etc.
- Use white space. Let webpage elements breathe. Don’t stuff too many things in one place.
- Optimize image size
- Optimize text size.
- Don’t use pop-ups on cell phone screen size.
- Design for large fingers.
- Use structured data and aim for rich results. This will help you stand out on the mobile SERP.
- Keep your website visitor experience in mind. Keep testing and adjusting.
- Don’t forget to use the Google Mobile-Friendly test to see how Google sees your website
So there you have it – our top 10 tips for getting started with technical SEO. Of course, this is just the beginning, and there’s a lot more to learn about making your website shine in the search engines.
If you need help taking your site to the next level, don’t hesitate to contact us. We’re experts in all things SEO, from on-page optimization to content creation and beyond. We will increase your website traffic with SEO.
How to research your target audience
Who are you marketing and selling to?
Who are you marketing and selling to?
Selling to everyone is tempting. You don’t want to miss any client, I get it…but, it really doesn’t work that way.
You need to attract, market and sell to specific people.
Selling to everyone, is selling to no one!
You need to define and understand your target audience. Everything from basic demographics to values that define their decision-making.
I prepared a step-by-step action plan to develop a buyer persona for your business, service or product.
Marketing success starts with knowing your audience’s motivations, goals, struggles, values and deep desires.
What is a target audience?
A target audience is people who will most likely be interested in your company’s services or products.
What is a buyer persona?
A buyer persona is a fictional avatar of your ideal client. It represents your ideal client’s goals, values, dreams, struggles and other important details that will help you understand them better.
Why is target audience research important?
A buyer persona will help you understand and attract a higher quantity and quality prospects.
Buyer personas will influence your marketing and sales decisions down the line, making this step your priority.
You need to know the specific needs, behaviours, and concerns of your clients. When you understand your customer’s problems and frustrations, you can create services and marketing communication around them.
Buyer persona makes it easier for you to create content, messaging, product development, services, and marketing that establishes you as an authority in your industry and appeals to your audience.
It also enables you to target or personalize your marketing for different segments of your audience. Develop highly targeted content and services that appeal to your buyers’ needs, goals, and interests.
Target audience research will help you to:
- Target audience research will help you to:
- Decide whom to focus on.
- How to reach them.
- What to offer them.
- Create the right content for the right people
- Better understand how to create content that connects people to your service or product.
- Increase conversions.
- Craft personalized content.
- Develop long-term relationships with your clients by solving their problems.
- Be more competitive as a small business.
- Improve the quality of the persona over time by examining your customer base and refining the persona accordingly.
- Design products and services that are better suited for your target personas. Target audience research allows you to be customer-centric rather than product-led in your thinking.
- Think of the features of your services and products and think about who would benefit from them. This can be the base for your buyer persona research.
What you must understand about your client?
Whom will your branding be speaking to?
Who does your product serve?
Who is your ideal customer?
What goal is your audience trying to achieve?
What are your audiences, pain points, or unmet needs?
How do your products or services fit into their lives?
What prompts the need for your products and services?
What has been their experience with a similar service or product?
Who or what do they turn to for information or advice?
Where do they look for information?
Are there enough people who fit my criteria
Will my audience benefit from my service? Will they really need it?
Do I understand what drives them to make decisions?
Can they afford my service?
Can I reach them with my message?
Common misconceptions about your target audience
You think that your target audience is like you.
Your target audience is not like you. You might share things but that doesn’t make you the same. Don’t fall into the trap of creating solutions based on what you like or think is right.
You think that they know the same things as you.
They don’t, so communicate with your audience in a way that everybody understands. Use clear and simple sentence structure. Avoid jargon. Talk as to an 8-year-old.
They care about your brand
People interact and care about people. So be there as a person rather than brand.
They understand industry jargon.
They don’t. Speak in a way that is common to everyone.
Segment your target personas
Segment your target personas into groups based on similar characteristics. Build strategy for each group. Your segments should:
Define topics and tone of your communication
Plan your content strategy
Define specific messaging for your audience.
Buyer personas life cycles
Understand where your audience is in the buying cycle. Are they researching, looking for reviews or ready to buy? This influences your workflows, CTAs, content, titles.
Develop your target audience/buyer persona
Understand where your audience is in the buying cycle. Are they researching, looking for reviews or ready to buy? This influences your workflows, CTAs, content, titles.
Where to conduct the research?
Your existing customer base is a perfect place to start with your interviews. They’ve already purchased your product and engaged with your company. If you don’t have any clients use your prospects or referrals.
What to ask your audience?
- Marital status
- What level of education did you complete?
- Which schools did you attend?
- What did you study?
- What is your profession?
- How did you get to where you are today?
Clients goals questions
- What are your goals in regards to my business?
- What do you want to achieve when buying my service/product?
- What are your goals or visions for the world, community or family?
- How would you like to see the world in the future?
- What are you responsible for?
- What does it mean to be successful in your role?
- What challenges, fears and problems obstruct you from completing your goals?
- In regards to your business?
- In regards to the world?
- What are your biggest and most important challenges?
- What are your values?
- In regards to your business?
- General life values, that serve as a framework for life, business, morals or decision making.
Work role questions
- What is your job role?
- Your title?
- How is your job measured?
- What does your typical workday look like?
- What skills are required to do your job?
- What knowledge and tools do you use in your job?
- Who do you report to?
- Who reports to you?
- In which industry or industries does your company work?
- What is the size of your company (revenue, employees)?
Information research questions
- How do you learn about new information for your job?
- What publications or blogs do you read?
- What associations do you participate in?
- What social network do you use?
- What are your main communication channels? (e-mail, phone etc)
- Do you use the internet for research services and products?
- If so, where do you search for information? Google?
- Describe a recent purchase.
- Why did you consider a purchase?
- What was the evaluation process?
- How did you decide to purchase that product or service?
- What is your main purchasing barrier?
- How can you overcome it?
What draws negative attention?
- What does your audience want to avoid?
Pro tip – Apply the WHY question
The “why” question is the number one tip for a successful personal interview. Ask why, as a follow-up question to pretty much every question un the list.
The goal is not to fly through the questions. The goal is to dive as deep as possible to uncover everything about your ideal client. You learn that by asking WHY and uncover the underlying reasons for your client’s decision-making.
Understand your clients’ goals, behaviors, and motivations
Keep in mind that people aren’t always great at reflecting on their behaviours to tell you what drives them at their core.
Start with a simple question — for instance, “What is your biggest challenge?” Then spend a reasonable amount of time diving deeper into that one question to learn more about that person.
If you don’t know who your ideal clients, you don’t know their goals and problems. Therefore, you cannot effectively communicate, market and sell your service or product.
Target audience research is your absolute priority to save time, money, energy and be highly successful in your business.
A useful tool for narrowing down your goals to ensure they’re viable is the SMART mnemonic. It’s important to get specific to understand exactly what you’re working towards, and help you break down the process of hitting your targets. This is exactly what this mnemonic helps you to achieve.
- Does the channel reach my intended audience?
- Is the channel sustainable and affordable within my company’s marketing budget?
- Will I be able to measure the success of the channel?
- Does the channel allow me to express my brand’s intended message?
- Do the channels I’m considering work together to convey my message?
Always Remember Your Goals!
Establishing a solid vision for your business is the first step to planning your digital marketing budget. Always keep your final goals in sight when organising anything for your company. When deciding which steps to take next in your business, ask yourself how they will help you achieve the goals you outlined in Step #1. This will ensure that you stay on track and prevent you from spending your budget on anything that won’t help you achieve.
As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!