Services Include:

Search Engine Optimization

Local Search Optimization

Paid Search Advertising

Social Media Marketing

Website Analytics

Video and Your SEO Strategy

Video SEOVideo is an ever increasingly important part of content and inbound marketing. In fact, more than 100 hours of videos are uploaded every minute to YouTube alone by individuals and businesses. Imagine if you add other video-sharing sites and company and personal sites. With such a crowded field, how do you stand out in results?

Whether your goals are rich snippets, conversions, brand awareness or link and social shares, techniques exist to get your videos noticed.

Solve Problems and Provide Information

Cute cat videos are great (like the one below), but few companies benefit from producing them. So how do you come up with video content? Put yourself in your customers’ position. What problems do they face? How can you solve them? What information do they need to better understand your products or services? These questions are a great starting point for creating content that is relevant in searches. Also, look at your FAQ page and customer feedback for more possible topics. The video itself can take many forms, such as an interview, animation, product demonstration or screen views. Be creative.

Organize Videos for Easy Browsing and Indexing

Knowing a site or video-sharing has the video with the information you need is great if you can find it. If not, it’s an exercise in frustration. Use categories and tags to help people find what they need. A long list of videos on your site or a hodgepodge of videos on a video-sharing sharing channel is not conducive to video views. If self-hosting, use separate landing pages so search engines can index each video. Again, think about what keywords people will use to search through your video collection.

Use Interactive Elements

Use interactive elements to create calls-to-action at key points. Such elements capture your viewers’ attention and can drive them to take specific actions. Elements can include social sharing, in-video links, forms, surveys, subscriptions, YouTube annotations and other such CTAs. As technology evolves, the list of possible CTA elements will grow.

Use Relevant Metadata

Depending on where you host the videos different metadata applies. Titles should include keywords. Use relevant categories and tags. If hosted on your website, use hidden tags in the HTML code of your video landing pages, especially Facebook’s OpenGraph tags, Schema.org’s microdata tags and possibly Twitter Card tags. Also, include detailed descriptions of the video’s content. On YouTube, you can create rather long ones and include a URL back to your domain. Add closed captioning on YouTube if you have the time to create your own.

Offer Video Transcriptions

Add transcriptions of your video directly on the pages where your videos are hosted. Not only do they allow people the option to read when they cannot watch but provide indexable content for search engines. Transcriptions can also be used to create blog posts, slide presentations and other content.

Video Hosting

Should you host your videos on your own website or a third-party site? Some experts advise clients to host videos directly on their own sites. Other experts, like Crescent Interactive, advise posting directly on YouTube because they feel the SEO impact is minimal. However, video hosting does not have to be an either/or proposition. Some videos may be best suited for your website, such as conversion-focused ones. You will need to decide between the benefits and risks of the two options.

If you host videos on your own domain, you can easily use rich snippets, send SEO juice to your own domain, keep people on your site and have higher conversion rates. However, videos can slow down your site’s load speed and require additional storage. Also, you risk lower exposure and social shares.

Hosting on YouTube gives the benefit of being on a Google owned video-sharing platform. The potential for exposures and shares is very high if your video is well-produced with great descriptions and strong organization. Video-sharing sites are suitable for top-of-the-funnel (TOFU) videos. Unfortunately, SEO benefits go to YouTube or other video-sharing sites, not to your domain.

So what are you waiting for? Start creating videos and reap the associated SEO benefits. Be creative about ways to reach your audience.

About Jennifer Nash

Jennifer Nash is the owner and president of Living Business, a consulting business that focuses on the intersection of strategy, marketing and operations.