If you’re attempting to
improve search rankings for your web pages, these days it’s no longer an option
not to optimize digital assets. With search engines incorporating video, images
and news into standard search results, marketers have the opportunity to
achieve increased visibility by implementing basic video SEO principles.
These 5 basic tips for
video SEO are a good starting point for marketers looking to improve the
“searchability” of their videos.
1. Optimize with
keywords.
Just like any type of
text-based content, video SEO involves optimizing with target relevant keywords
— both for search engines and for user experience. Use keywords in:
- File name
- Title
- Tags
- URL
- Link text
Beyond that, include a
paragraph of optimized text that provides a brief description of the video.
Again, the benefits are twofold: You’ll improve the user experience and your
search rankings.
2. Distribute videos on
video-sharing sites.
In addition to posting
videos on your own site, video-sharing sites are effective tools for gaining
visibility and additional links. Remember these few points to maximize results:
- Don’t forget that videos hosted
on YouTube and other video-sharing sites should be optimized for keywords.
- YouTube channel pages — and
those of other video-sharing sites — should be optimized, as well.
- Use a video distribution
service like TubeMogul to deploy your videos to the top sharing sites.
3. Implement a linking
strategy.
Video is judged by the
same linking standards as all other forms of digital content. So building both
internal and external links is crucial for video SEO. Ideas for a linking
strategy include:
- Cross-linking to other videos
- Linking to videos from relevant
web pages
- Linking to videos in blog posts
- Tweeting the video
- Linking to videos from social
media pages
- Bookmarking the video
4. Encourage viewers to
share your videos.
First thing is first —
if you want users to share your videos, you must create content worth sharing.
If your video isn’t interesting, relevant, entertaining or informative, users
aren’t likely to share it, let alone view it. From there:
- Allow and encourage users to
comment on the video
- Make it easy for users to share
your video on You Tube, Twitter, Facebook and MySpace
- Offer video content in multiple
formats so users can choose the one that best suited to their platform and
connectivity speed.
5. Re-purpose your
videos.
As with text content,
the more optimized video, the better. Get creative in order to re-purpose
videos across the web:
- Embed videos in blog posts
- Break up long videos and create
multiple shorter ones
- Use transcriptions of videos to
create blog posts or content for web pages
- Take screen shots from videos
and post them to Flickr and other image-sharing sites
- Turn offline content, such as training videos or videos of a conference keynote speech, into optimized digital assets for your website.
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