What is Video SEO?
At the same speed that internet technology is evolving, Search Engine Optimization Experts (SEOs) are learning new ways in which businesses like yours can achieve that much-coveted “top spot” in Google’s search results. Optimizing video is one of those ways.
Did you know?
Wrote Fliqz CEO Benjamin Wayne on techcrunch.com back in 2010: “…getting a first-page Google result is harder than ever. Not only do Google’s search and indexing algorithms continue to evolve in complexity, but Google has given over more and more of its search results real estate to “blended” search results, displaying videos and images towards the top of the first page, and pushing down—and sometimes off the page—traditional web results that would have otherwise competed for top rankings.
But where problems arise, so do opportunities. Although Google’s newfound enthusiasm for video has created more competition for fewer traditional search results, it has enabled sites with video assets—even sites that would otherwise score poorly in the Google index—to successfully achieve first-page rankings. In fact, Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking.”
There are two ways to attempt to get your business’ videos into those top spots:
→ Upload your video to YouTube. YouTube is a Google product, so you can be sure that Google will find your video content online. (You’re not guaranteed that top spot, but it’s a good start.
→ Video SEO. As per Wayne, “Video SEO is a set of techniques designed to make sure that: a) Google finds your video content, b) Google successfully indexes your video content, and c) Google will display your video content when specific keywords are entered as search terms.
Once you’ve learned how to optimize web content, optimizing video content is fairly easy. Below are the steps you should take:
Create a video. Your video can be a number of different things, including actual video footage (a commercial or a recorded web cast) or something simpler — a slideshow, stopmotion animation, a PowerPoint Presentation. Whatever your video is, make sure it gives viewers something of value and has a clear call to action. The better the video is and the more fun/valuable the content, the more likely people are to want to share it.
Put the video on your company’s website and upload a copy of it to YouTube. Note: Google and YouTube will find, accept, and play videos of a variety of file types.
Give your video a proper Title and Title Tags. Refer back to Stir’s “SEO 101: A beginners guide…” for information on titles, tags, and headings. SEO rules for your website and online content apply to Video SEO too. Make sure your video’s title includes your SEO keywords and is descriptive enough to tell people (and Google) what they’re going to see, what the video is about. Further, make the title of your video match the title of the webpage on which it appears.
Submit your video to Google using a video sitemap. Google’s set of Webmaster Tools provides good instructions on how to do this — to “give Google information about video content on your site”. Submit both the page and the video itself.
Promote your video – on your social media channels, on your blog, through word of mouth, in a press release, using Google Adwords, through bookmarking and tagging sites, and through RSS feeds . Collecting “video views” is to YouTube what “number of likes” is to Facebook. Encourage people to watch it, rank it, and share it.
Some of the language used by SEOs when it comes to optimizing video content for the web can be confusing, and optimizing your first video might seem challenging, stick with it. Soon, it will be second nature, and your company will be able to make use of great creative ideas to improve your search engine ranking.
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