SEO for Video (hey, that rhymed)
Utilizing video for your site can be a great way to engage with potential customers. After all, the average user only stays on a page for 4 seconds, however, the average video view lasts 2.7 minutes. Customer engagement is great, but if you are not optimizing your video to match what people are looking for, it’s likely getting lost in the mix. Over 100 hours of video is uploaded to YouTube every hour! Are you doing what you can to make your videos stand out and searchable?
Many people under-estimate the need for quality video. Poor audio, bad lighting, or just a poor idea will drive your potential viewers away, and negate all the hard work you put into engaging with them in the first place. Keeping the end user in mind, and not just your sales goals, will go a long way in crafting content people want to watch, and hopefully, share!
Don’t waste the time in creating videos that have nothing to do with your brand. Be sure they are relevant, informative, and fill some sort of need for the end user. Demonstration videos, how-to videos, or opinion pieces about something relevant to your customer base can be a real hit and start establishing you, and your brand, as an authority in such topics.
Like anything SEO related, you need to have a good understanding of who you are targeting, and what they are searching for. Understanding the keywords and phrases your target audiences are looking for will help get your video in front of them. I will cover this in greater detail in another post, but here is a great article from MOZ about basic keyword research for optimizing video.
Upload a transcript
Google will read a transcript of a video for relevant data. Creating a transcript for your video and uploading it through YouTube will tell search engines what the video contains. Typically the title and description are scanned for relevant keywords to help categorize and ultimately rank in a search, but by transcribing the contents of the video, everything it contains now becomes a potential keyword. Be sure to include your keywords in the content of your video.
While the contents of your description are crawled by search engines as well, having a good description also helps people understand exactly what they can expect to see by watching your video. At the end of the day, optimizing a video for the robots of the internet will help it be more searchable, but you do want real live people to see it, right?
Host your video through YouTube
We keep mentioning YouTube, but some people still encode and host their own video content. While this is an option, you may be missing out on some free publicity. YouTube is the second highest ranking search engine in the world, and it’s owned by Google. By uploading videos through YouTube and embedding them on your site, you are tapping into the power of both search engines to help your content be seen.
Great video content will go a long way in engaging with new and existing followers, so take the opportunity to reinforce your brand. Including your logo and a call to action at the end of your video will help link your company with the video users are watching. Remember, a lot of potential viewers may not be watching the video on your site, but you want to give them the tools to check it out if they are interested.
Finally, share your content. Post new videos to your Facebook and Twitter accounts, write a blog post about it and include the video. Tell your friends, colleagues, and even your mom. If you have content that is worth sharing, then people will share it, and that can develope exposure for your content, and ultimately, your brand.