One of the greatest myths is “If you build it, they will come”
As every business owner knows, building a clientele is hard work. Just because you offer a game changing product or service, does not mean that prospective clients will be banging down your door.
Video has quickly become one of the most impactful ways of sharing your message. A major video sharing site states that “48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day”. In the age of YouTube, many companies have realized the value of conveying their message through video. A well-orchestrated video can elicit an emotional response and connection with a potential client. Attracting an audience to a web video is equally challenging to trying to draw traffic to a new website. However, once that video is complete, how do you get people to view it?
The short answer is contextual content – what you say about what you are saying. Google (and other search engines) do not take time to watch each video and rank it. They rely on the text clues that are embedded in your video and in your description. Video optimization today is still about optimizing the text associated with your video files.
1. Determine primary keyword targets
These should be well-researched and known high traffic keywords. Guessing is gambling.
2. Optimize the embedded content and descriptive text related to your video
Similar to web pages, video files have hidden description tags that can help search engines understand your keyword targets. Keyword-rich descriptive text adjacent to your video will give the search engines more cues about the video content.
3. Include new video files in your video site map and media XML
There are special files you can add to your site to lead the search engines to your videos. Be sure to use these to catalog all of your video content.
4. Submit your site to popular video portals
Although Google’s purchase of YouTube has crowned them as king, you should still share on a variety of sites (Vimeo, Yahoo! Video, metacafe, etc.). Aside from having more avenues to share your message, these other sites can also help the SEO benefits from your video (if properly done).
5. Share on social networks
Everyone hopes that their video will become viral (friends will share with friends). But without you asking or starting the process, few people will share. If you share on FB, Twitter, Google+, etc. with your followers, it will at least start the sharing process. If you are truly excited about your message, you will never tire of “shouting it from the rooftops.”
As we have seen with Google, the search parameters for web content continue to evolve. But at the end of the day, what holds true is that content is king. Just like a successful book requires a solid cover design, blurb, and a compelling story, your web video must have good production, keyword tags, and key message. Very rarely is anyone person able to coordinate the entire production and optimization of a web video. A good agency, like Epic, will have a team, with individuals who specialize in given aspects of the production, marketing, or management.