Video SEO

  • April 22, 2013
  • Blog
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So whether you’re thinking of providing your visitors with tutorials, presentations, interviews or animations you’ll have already realised the massive potential that faster broadband has made possible in the world of online video.  Promoting your business via this medium can be standalone or coupled with other forms of media such as articles, online games, podcasts and any other way of imparting your message online.  What I mean by this is that your video could be ancillary to provide more indepth information about a press release or article that you have just distributed.  It could be a how-to guide about using the brand new com[any interactive online game that was designed to better describe your products or services.  It would be a video providing information in its own right which doesn’t specifically relate to any other than the overall topic of your website, e.g. a presentation video.  It could be an interview video that accompanies an article or the video could be the focus of the content with a transcript of the video which accompanies it.  So there you have it.  If you know that your business needs video and you needed some ideas, a strategy and some inspiration, then I hope this helps.  If you already have video content but aren’t sure how to present it then this should also help.

 

Self-host or YouTube?

For a start, there are more video sharing sites other than YouTube where you can distribute your videos but YouTube is the most popular, with the most traffic. It’s a brand name, a household name, it’s the second most searched website with Google being number 1 and it is owned by Google.  So definitely post your video there but don’t forget about other video networking sites – post your video there too.  This will results is more traffic.

From there, you can use the YouTube code to embed the video into your website’s webpages.  You are also able to style the YouTube video player to a certain extent.  Alternatively, you can self-host and also upload to YouTube et al.  Another option would be to upload to another video sharing channel and embed from there.

I like to upload to YouTube then embed from YouTube to InternetMarketingPlatinum.com – if you need help with this I’m available on 07702 946224 (Michael) and we can discuss a way forward.

Some of my clients decide to self-host and also upload to YouTube.  This can look more professional and depends on your specific requirements.  There is no right or wrong answer.  Doing it this way is more work and I’m unsure if the results are any better.  Maybe the professional perception is improved but I have seen that more and more businesses, who would have previously chosen not to embed from YouTube, do so now.

 

Video SEO – HELP!!!

No need to panic.  I can help.  I will tell you that the most difficult and expensive part of Video SEO is to plan for and create the actual videos themselves.  You know yourself that there’s the idea generation, deciding which direction to go in, the storyboarding, etc.  Should you hire a videography company or do it inhouse? Decision, decisions!  From a top-down perspective I’d say have a plan to create more and more videos over time, in place.   As with any other type of content creation…keep ’em coming! There’s nothing worse than going to a company’s YouTube channel and seeing that videos haven’t been uploaded for a few years.  It show lack of consistency, failure to follow through with a plan, a poor strategy to begin with and so on.  Some companies have a few videos, create a YouTube channel, upload them and think that that is there strategy.  That’s not my way of doing things and, in my humble opinion, it isn’t the way to market your business online using video.  Yes, it’s good that you have a YouTube channel and I suppose it’s better to have your last video date as a few years in the past rather than have no channel at all.  But some would agree that a poorly maintained YouTube channel (and this is what it could be perceived as being) is, in many ways, poorer than having no YouTube channel at all.  So plan how many videos you’ll have created per year and distributed them according.  If you’ll have at least 4 produced, 1 per quarter, then you’ll have a better chance of gaining a subscribership and this will be much better.  If you’re doing email marketing you’ll be able to include your quarterly video in your newsletter.  Do you see how this is better than starting a YouTube channel, putting up your, say, 4 videos that you already have and then calling that your strategy?

So the above paragraph shows how consistency counts.  Planning can help us to achieve that.  Quality of the videos, how many how-to videos, how many interview style, how many promo vids to do, does also play a part and should all be included in your strategy.  When it comes to SEOing your videos, it is a matter of including the videos in pertinent parts of the other content that forms part of your SEO strategy.  Do you have a blog? If not, why not? Include your embedding video code into your blog posts…where is it relevant and adds value to your readers’ visits.  Video is just another form of media.  It’s another way of getting your message across. Think of video in this kind of way in everything that you do.  If you have any Web 2.0 properties set up then start to use your videos in these.  Do you get the idea?  Just distribute your videos everywhere that you can.  If you’re carrying out your SEO strategy implementation properly then you’ll be creating videos based upon your overall marketing message.  You’ll be clever about this and it will all tie in together quite nicely.  You’ll be distributing content, in different formats, on popular websites that Google frequents.  These will be websites that Google likes.  Some of your videos will be transferable into other formats such as articles, PDFS and so on.  Some of this content may have been gathered, initially from audio interviews that you’ve carried out with experts. It’s at this moment, when I explain this to my clients, that the penny drops.  In making your website a resource of information.  In answering every question before a buying decision in made.  In developing the trust of your websites and striving to make your website an authoritative source of information on your topic or, at least, associated with those that are, you’ll be doing more in terms of SEO than a lot of others out there.  But you’ll need to find your own voice.  True SEO is about delivering your unique message.  Why you are different and then prove it once you make more and more sales.  Deliver on your promises and the compounding effects of SEO will continue to be realised as increasing numbers of happy customers refer you on to their friends, family, colleague and so on, and spread the word online about how good you are.

So how do you achieve great video SEO results? Assimilate all of the above and put it into action.  It’s more about having a plan and following through with it than anything else.  Isn’t everything?

Remember

  • Keep the videos coming.
  • Embed the videos in other forms of content.
  • Integrate with your other SEO practices.
  • Email marketing

Closing Thoughts

Use your videos cleverly and think about the content of them.  Are they stand-alone or best used to support other content.  Don’t just produce videos and put them out there precariously.  Think about your plan and work to it.  Think about your message and the information architecture of your website, your back-linking pattern and your overall SEO.

For more help on Video SEO contact Michael Greenwood of Internet Marketing Platinum Ltd on 07702 946224 or contact us here.

SEO, Digital Marketer, Web Developer, Web Usability Professional and Geek! I love to keep abreast with the latest in our industry and impart as much knowledge as possible to our readers.

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