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#SEO

SEO stands for Search Engine Optimisation, which means making adjustments to your content and website enabling them to be easily found by search engines, such as Google, Bing and YouTube.

Website Traffic

To understand SEO better, it helps to understand the different sources of website traffic. SEO is most important to organic traffic which is typically around 50% of small business traffic.

traffic type table.webp

Content SEO

There are a number of things you can do to improve SEO for video and photographic content:

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  • Metadata

  • Captions

  • Alt text

  • File format

Social Media Optimisation (SMO)

Similar to SEO, SMO or Social Media Optimisation includes adding information such as #hashtag, tags and location data to posts on social media. This is adapted to each specific social media platform's requirements and recommendations for example, the length and aspect ratios for video content that is pushed by their algorithms.

laptop user.webp

 Add captions to improve accessibility and SEO 

Captions

Adding captions improves SEO by allowing search engines to more easily identify the content of your video.

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Much video content watched on social platforms is also watched on silent.

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Captions can also be embedded or can be optional.

Keywords

This map is an example of how consistent terminology can be used across various places to improve SEO and accessibility, this was for a training consultancy.

Image metadata

Adding image metadata is an important step when uploading images to websites. 

Target audience

Identifying your target audience is crucial to helping you reach the people you want.  This informational can be used specifically for targeted ad campaigns.

  • Age – e.g., Gen Z (13–24), Millennials (25–40), Gen X (41–55), Boomers (56+)

  • Gender Identity – male, female, non-binary, other

  • Location – country, region, city, rural vs. urban

  • Income Level – low, middle, high income (helps in tailoring offers or tone)

  • Education Level – high school, college, post-grad, professional certifications

  • Occupation – students, professionals, entrepreneurs, freelancers, retirees

  • Marital/Family Status – single, married, with/without kids

  • Cultural/Ethnic Background – traditions, cultural norms, languages

  • Language Preference – primary and secondary languages

  • Technology Access – smartphone users, desktop-heavy, smart TV users

  • Media Consumption Habits – streaming platforms, social media, news sites

  • Lifestyle Stage – early career, career growth, parenthood, retirement

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