Author: Steven Rado (Steven Rado), co-founder and head of the analytical company Giftlytics.
In this article we will talk with you about a new kind of search engines - search engines for GIF, such as GIPHY and Tenor.
GIPHY - is the largest search engine on the GIF and the second largest search engine in the world in terms of the total number of requests after Google.
Daily GIPHY shows more than 10 billion GIF-images messengers and social networks.
Tenor, another popular search engine on the GIF, was acquired by Google in March 2018.
As well as the Google, major search engines use for GIF algorithms that decide what content to rank higher in search results.
If you can create and optimize content to rank in these search engines, it will be able to see users instant messengers and social platforms. And this in turn will allow you to get millions of meaningful impressions for your brand.
Currently, GIF-image as a marketing channel work best for consumer brands, as the main indicator that confirms the return on investment in them, are the views, and success is measured in CPM.
But as GIF continue to grow and develop, their value as a marketing channel is also increased.
How people use the GIF
In GIPHY Tenor and there are websites and mobile applications. It allows users to search and share GIF both on desktops and mobile devices.
Both search engines also have their own API and SDK, which integrated with almost every social network and instant messenger.
When you use the search function of GIF-images in your favorite application, it is likely that they come from or the Tenor GIPHY, and sometimes - of both.
Why do people use GIF
People use GIF, to better express themselves in the digital world.
GIF can transmit emotions, feelings and states so clearly and exactly how it can be done with the help of punctuation, Caps Lock, or emoji. GIF - this is an opportunity to express their position and feelings with a short 4-second video.
Most popular GIF - this reaction, ie, GIF, conveying the emotions that usually appear in the conversations.
Humor, hunger, excitement, sadness and even love - all this can be better expressed in terms of GIF, than text.
What is search engine optimization for GIF
GIF Engine Optimization (GEO) is very similar to SEO. This is the process of creating and optimizing content for high ranking positions in organic search engine issuance of GIF.
As well as the Google, the search engines want to provide for GIF is the best experience of interaction for users as quickly as possible by giving them the "right" answer to the query.
In the world of SEO Google shows the user that, in his opinion, is the most appropriate response to the request. Search Systems GIF, such as GIPHY, work in a similar way.
When a user searches for a keyword, GIPHY returns his selection GIF, relevant request.
Search engine optimization for GIF involves a few basic steps:
- Keyword research. Search a brand relevant keywords with low competition and high search volumes.
- Planning and content creation. Create content to rank for specific, long-tail queries, which are significant for the brand.
- Realization. Adding tags with relevant keywords when uploading content to a search engine.
As in SEO, work on the GEO-optimization, we start with keyword research. At the same time those keywords that are already being used in the SEO-strategy, with a high probability will also be used in the optimization for search engines by GIF.
After compiling a list of branded phrases you can think about the potential keywords for which you want to rank. They can be divided into two categories: the phrase directly related to your product, and emotions associated with the impact of your product to customers.
If you are promoting a fast food restaurant, among the words directly related to your business can be a "cheeseburger", "free", "lunch", etc. Emotions - "hunger", "delicious", "feed me", "yum" and others.
The next stage after drawing up a list of keywords - find out how difficult it will be for them to rank. There are several ways to find out.
On what kind of platform you want to be ranked, it does not matter: in most cases, the keyword will be equally competitive in both the search engines - and GIPHY, and Tenor.
To view the normalized volume of a keyword search, you can use the tool the Tenor Insights .
Keywords with a large volume of research are often the most competitive. So our goal in GEO - find those keywords which have medium search volumes and low total number of available GIF.
If the keyword is included in the Top 100 in a search term Tenor Insights, it is very competitive. For example, [hungry]:
What we do in SEO, when we need the keyword there is a high competition? We are looking for long-tail queries.
Making more specific keyword phrases, you can find those keywords on which the competition is lower, and the possibility of rank - higher. For example, [Im hungry]:
In determining competitiveness can also be guided by the total number of GIF, which are available for this keyword in GIPHY (Tenor does not provide this information).
Competitive keywords for this parameter, we define, focusing on the following numbers:
- Less than 2500 GIF - low;
- 2500-10 000 - average;
- 10 000 or more - high.
Checking the total number of GIF, available for search, be careful: GIPHY not distinguish compound words, so they must be entered without spaces.
Another way to check the popularity - click on a pair of top organic results in GIPHY, and see how much their views.
If the first few GIF have more than 10 million views, then it is likely a competitive keyword.
Planning and content creation
Once you have researched your keywords and made the final list, you can start planning the content.
To begin, take a branded keywords, create some overly branded GIF, so that your business can appear when searching for it.
A good practice is to search for long-tail keywords that are relevant to the brand, and creating content specifically for ranking on these requests.
For example, if the beer brand tries to be ranked on request [beer] (beer), it is unlikely to fall into the top 10 search results.
If he would target the less competitive and more specific keyword phrase such as [drinking brews] (a beer) or [beer can] (of beer), the chances increase.
The key point here - to create content that corresponds to the keyword.
Bots on the GIF in the analysis of the content is often used image recognition technology. It is therefore important to create content that is relevant targeted keywords.
If the GIF contains text, the search engine will extract this information and decides that the file is related to the words used in the text.
To be ranked on request [drinking brews], you can add this text to the image.
Returning to the example of a fast-food restaurant: if all your competitors are trying to rank for the keyword [hamburger], then you will be hard to get in the top search results.
If you are aiming for less competitive keywords, such as [grill], then increase your chances of ranking.
Uploading content to the search engine index
After creating GIF them to be loaded into a search engine. During the boot process you will be asked to add keywords to them.
At this stage, you can enter keywords for each GIF-file. Limitations on the number of such labels is not, but the optimal number for the search algorithm - 10.
Best practice - to add branded keywords in each downloadable GIF-file. This ensures that the people who will be looking for your brand, it will be able to easily find and share your content.
Also, you can always go back and add keywords larger after the GIF-file has already been loaded. But it's best to add all of your keywords when you first load, so that when "scanning" your content search engine could link it with relevant keywords.
After loading the search engine will begin to test each GIF-image in the results of organic search, to evaluate the effectiveness. In particular, how often users view these files and share them. As a result, the search engine determines whether each particular GIFCA relevant results for specified keywords for it.
Depending on how often your GIF-file browsing, share them, and what they CTR, the search engine will continue to promote them or lower in the search results for each keyword.
Optimization for search engines value of GIF
Probably you are wondering whether to spend their time creating and optimizing GIF-content.
GIF-images are extremely valuable marketing channel. In fact, this is advertising, which does not look like such. GIF does not interrupt the user experience as the other formats, and add value to conversations consumers.
Do not forget that more than 10 billion GIF shows every day.
GIF - is an effective tool to increase brand awareness. If your company is important indicators such as impressions, and you invest in your brand, then you should consider the development of promotion programs using GIF.
If you are the agency, at least a major brand or company for which are not so important screenings and awareness, we still would recommend you to "play" with this format and start to create multiple GIF. Having our own proprietary GIF can beautify and revitalize your interactions with colleagues, customers and friends.
GIF-marketing - it is still a nascent channel. But in the next few years we will see how the development of technology will lead to increased use of GIF and enhance the value of this format as a marketing channel.