7 Keys to a Successful Video SEO Campaign
If you are not optimizing your digital assets, you are not exercising your potential to improve search engine rankings. Many SEO opportunities are obvious, and others are rarely utilized. When optimizing video for an SEO campaign, keep in mind the objective of Google’s algorithm. The objective of the search engine is to provide organic search results to users. With this objective in mind, link to relevant sites, provide interesting and relevant content and use keywords and phrases wisely. Use every opportunity, including promotional videos, to optimize for SEO.
YouTube is the second-most utilized search engine next to Google. According to Search Engine Watch, 48 hours of video are uploaded to YouTube every minute of every day. The article defines video SEO as the way to ensure that video content is found using search functions.
Key 1: Optimize Use of Keywords
Just as text content is found by searching keywords and phrases, video assets are also located by users through a search function. Digital assets present opportunities for SEO by optimizing the use of keywords in:
– The title
– The video file name
– Alt tags
– The URL
– Link text
– Video description
The video description provides space for an optimized descriptive paragraph about the video. Remember that visually impaired users utilize screen readers. Screen readers read the alt tags and descriptive text for all site elements. Improve the user experience of both sighted and non-sighted users by optimizing the use of keywords in strategic places.
Key 2: Distribute and Share Videos on Sharing Sites
Many companies create videos to post on their own site. However, for maximum SEO benefit, be sure to cross-post videos on the various video sharing sites, such as YouTube. When posting on YouTube, create a channel for your company’s videos. Be sure to optimize the channel page for SEO and remember to provide a keyword-rich description for each video you post. Certain distribution sites, such as Tube Mogul will allow the user to enter the video once, and then will distribute the video to several sharing sites.
Key 3: Develop an Effective Link Building Strategy
Link to the video by tweeting announcements about the posting. Announce the video on the business Facebook page, or even cross-post the video on the page. Link to other videos either in the video description or using an overlay for the video. Link to each of your videos from within content on your site. When you post a blog post, be sure to reference videos with a link.
One way to boost a video’s search engine ranking is through bookmarking. Be sure to bookmark your videos, once posted.
Key 4: Create Shareable Content
When a business creates a video for SEO purposes, the best case scenario is that the video “goes viral.” Going viral simply means that the video has been shared thousands, or even millions, of times with other users. The one common thread among all videos that have gone viral is that they contain content of interest. If your video content is worth sharing by being entertaining, funny, informative or newsworthy, chances are greater that users will share the content with other users.
Viewers should also be encouraged to comment on the video. YouTube allows the owner of the video to enable or disable commenting. Always enable commenting and encourage users to provide feedback. Make sure that a “share” button is handy so that users can easily share your content. Provide the video in various formats, if possible. Remember that users may be accessing the video from any number of devices, including their smartphones, tablets, laptops and desktops.
Key 5: Re-Use Company Videos for SEO
If your business creates videos for training or other purposes, re-use these videos by posting them on YouTube and optimizing them or embedding them in blog posts. For longer videos, break the videos up into smaller segments and offer to users as a series.
Today’s sites crave content. Content in all forms is at a premium in terms of search engine ranking. One way to generate new content is to re-purpose old content. Transcribe audio or video training and conference content for blog posts and articles. Many video posters even post transcripts of videos on the video page. Transcripts are great for providing search engines with crawl-able content.
Pinterest and Tumblr are image sharing sites that are basically underutilized for SEO purposes. However, Pinterest is experiencing tremendous growth over the past year. Take a few screenshots from videos you have on-hand and post these images to Pinterest and Tumblr.
Key 6: Optimize with a Purpose
Determine the purpose of the video and optimize accordingly. If you re-purpose business videos for SEO purposes, you will likely optimize the applicable elements for search engines. However, when you create a video to convey important information or to communicate a message to users, you need to optimize for the user over the search engine. For an extensive discussion about optimizing with a purpose, check out Matt Cutts in his video Optimize for Search Engines or Users?
Key 7: Provide Eye-Catching Titles for Videos
A potential video viewer will scan video titles for content of interest. Making sure that your videos each have an eye-catching, attention-grabbing title will drive viewers to your content. Keywords are effective for search functionality, but when viewers browse content, it is the title that will spark interest. One way to determine titles to use is to take note which titles get your attention. Perform a little informal research to see what types of titles are given to the videos you select to view.
Video SEO is a great way to raise the visibility of your brand. Many users prefer video to any other type of content. With interesting, relevant and engaging video content, you may even produce a video that goes viral. Remember that quality content is shared content. Encourage viewers to share and make sure they have an easy way to distribute the video to users on their social networks. Be sure to use every opportunity for SEO, including video and image optimization. Remember to name each video with a catchy title, and use a keyword in the file name for the video. Take advantage of alt tags for SEO purposes and for visually impaired users who may be using screen readers. Each SEO opportunity you exploit is one more chance to increase your page rank in the SERPs. The higher your page ranking, the more visible your brand.
Viralheat allows you to track and analyze YoutTube mentions of your brand, product, or service. Being social is more than just Twitter and Facebook remember that video makes up a large part of the social web.
Author bio: Gerrid Smith is CEO of the law firm SEO company SmithSEO. For over 5 years Gerrid has helped attorneys generate more business from the web. In addition to his interests in Internet marketing, he also enjoys hiking, fishing and camping with his family
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