Creating a Video SEO Strategy

by in SEO

Video PlayerVideo is quickly becoming a staple of online marketing. Whether it’s a tutorial, a product demonstration or an address to the masses, online video content is taking up more and more space on the internet, and a video SEO strategy is needed. This is hardly surprising. After all, we have become a highly visual society, and television and film have shaped the way that we view and interact with the world around us. Video content is popular with internet users because it’s quick, easy and familiar. And at the best of times, it’s entertaining.

With videos becoming more prominent on websites and blogs, the question of how to optimize that content for better search results becomes paramount. Regardless of the quality of the video, if it doesn’t reach an audience it falls at the first hurdle.

Video Content and Search Engines

When search engine bots crawl over a website to assess its content, they are unable to read or decipher video content. This means that you will have to press your optimizations skills into service when writing your title, tags and video description. Consider who might be searching for content like yours, and how they will implement that search. For example, if you are producing a video explaining the best way to make a traditional lasagne, you might title your video “How to Make a Traditional Italian Lasagne”. The title is straight to the point, and reflects a common search mode – the ‘how to’ or ‘what is’ question. Choose your title and tags to best suit the audience you are trying to reach. Concentrate less on keywords, and more on creating an attention getting title that will attract viewers.

When your video is completed, and you are posting it to your blog or website, consider adding a text transcription to the page. This gives search engines something to read, and allows you to maximize the SEO potential of your post. There are a number of transcription services available, such as SpeakerText and Speachpad, that will transcribe your video automatically. However, if you use a transcription service, be sure to perform a final edit yourself before posting to correct any potential mistakes or misreadings.

Where to Host Your Video

Once your video presentation is complete, it’s time to decide whether you are going to host it directly from your own website, or use a hosting service like YouTube, Vimeo or Metacafe. The hosting method you choose will depend on the ultimate goal you have set for your video content. If you are using it to drive traffic directly to your site, either to improve your page ranking or for the purpose of pay per click revenue, you will want to host the video yourself. Hosting through a third party, however, offers a number of benefits that should not be overlooked. By hosting your video through YouTube or Vimeo, you increase its visibility in SERP’s, and you make it much easier for your audience to share or embed your content through Facebook or on their own blogs. A third party hosting service will greatly increase the potential of your video, for both general viewing and for building links through social networks.

Sharing Your Video

Your video has been completed, you’ve optimized the title and description, and you’ve successfully posted it online. But hold on, you’re not finished yet. To get the ball rolling, you need to begin sharing your video through your own social networks. Tempting as it may be, don’t just post your video link to all of your social sites at once. Stagger your approach, and post a link on Facebook one day, Twitter the next, and LinkedIn the day after that. By staggering your posts, you can maximize the value of your video content and reach more potential viewers who will want to share your content.

Online video content is a powerful tool for businesses, websites and blogs. Video presentations appeal to online users, and are more likely to be shared across social networking platforms than text. Using video marketing to improve the visibility of your blog or website is easy, and the dividends it pays can be substantial.

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