Search Engine Optimisation (SEO) is a well a known and established online marketing strategy. It’s important to know that it’s not only content on websites that can be optimised to improve your search marketing results. Google and the other search engines display images and video in their results as well. With this in mind there is a lot you can do when it comes to optimising your website to increase traffic. In this article we highlight 5 top tips that marketers can use to optimise their videos.
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Tip 1- Use Keywords
Videos can be optimised using keywords just like text-based content can. You need to make sure you make good use of your keywords in the following:
File name and title – this is the name you choose for your file when saving a video.
Tags and video description – While a ‘tag’ is a keyword or a phase, a ‘video description’ is a brief expiation of the video. Link texts and URLs – Link texts are words that are hyperlinked to an online webpage and a URL is an address to a page on the World Wide Web.
Synopsis and transcript (if you have them). A synopsis is an outline of the contents, and a transcript is a written text based account of the video.
Using the right keywords to describe your videos will not only benefit your search engine rankings but also improve your website visitor’s user experience.
Tip 2- Distributing YourVideo
Uploading video on your own site is a good start. As for external websites, there are many video sharing sites you can upload your videos to and link back to you own website. YouTube is the most popular video sharing site. Other big players include Daily motion and Yahoo! Video. These sites attract many users and allow you to upload videos for free. So get posting on some video sharing sites, but make sure you optimise your video with keywords first.
Tip 3- Link Building
Link building is just as important for video SEO as with regular text-based optimisation. Good link building techniques include:
Linking to your video in related blog posts and web pages.
Using social media websites such as Facebook and Twitter to post and tweet links to your video.
Cross link your videos. If someone has viewed your video, they may also be interested in your other videos. YouTube allows you to create your own channel or playlist. When a user watches a video in your playlist, when it has finished the next video will start automatically.
Tip 4- User Sharing (the viral effect)
A great distribution strategy for your video is to encourage users to redistribute your video for you. The only way users are going to share your video with others is if they actually like your video. Whether your video is a good education tool or a good laugh, as humans we are naturally social creatures and like to share our experiences. Thankfully the internet makes it easy for users to share videos online.
The most popular channels for sharing include: YouTube, Twitter and Facebook among others. Another key feature to encourage users to share your video is to cater for all tastes and offer content in different formats and resolutions. While many may prefer to watch videos in full 1080p HD, others may be restricted by their internet connection speed. Viewers may be streaming your video on a smart phone using a 3G signal and may want a lower quality stream.
User generated content is invaluable so allow users to make comments and offer feedback. Many video sharing sides such as YouTube also allow users to ‘Like’ or ‘Dislike’ a video. This is great as it gets users active. However there is always the threat that a negative response that may influence others.
Tip 5- Feeds
There are two types of feeds. RSS and mRSS feeds. An RSS feed simply pulls regularly updated information, for instance news headlines from a source and automatically displays this data in an RSS box on your website. mRSS (media RSS) is an RSS extension that allows multimedia files such as video or audio to be displayed on your site. RSS feeds work well when generating exposure for your video however does not directly influence upon SEO. mRSS feeds on the other hand have a direct impact on SEO. The mRSS process involves search engines extracting a website’s video content. mRSS feeds contain all your usual RSS features such as URL and meta data, however add additional aspects such as video scores, tags and number of plays. It is these elements that influence a videos search engines rankings.
Video SEO is one of a number of content marketing services you could invest in. It’s important to get the right mix of media and ensure you focus on quality and relevancy to optimise your results.