Effectively optimising video for the Web

Having read David’s piece earlier in the week it got me thinking about how to get that video of yours noticed. Few would argue that film represents the easiest way to convey both us, our brands and our products to existing and potential customers out there. But with so many competitors now deploying their own how do you make sure yours stand out?

While you can’t ensure this, there are certain things you can do as a business to help optimise your video as part of a bigger overall approach to search engine optimisation (SEO). And with the right approach you might just find yourself with one of these.

Here are some tips to help get you started:

1. Optimise by targeting relevant keywords

This means including terms and keywords you think potential customers are likely to be searching for in the same way that you would with text-based content. Make sure you fit these into your file name, title, tags, URL and link text. Then, ensure you deliver a small paragraph of punchy, optimised text describing your video.

2. Upload that video to YouTube. Share it

If you are smart you’ll post your film up on YouTube as well as your own company site. Not only will this gain you great additional visibility, but it will also ensure you are indexed on Google’s own search engine. One thing you can also do here is to try to use a different title on your own site/blog so that you can try to rank for a wider net of keywords.

3. Create content worth sharing

Does your video do what it says on the tin? Is it a Purple Cow? . This may sound daft, but you need to make sure your video provides useful or relevant information to your audience or target market. Better still, give them something unique and a real reason to remember your brand. Perhaps you are trying to solve a problem or want to give them some tips for free?

It may sound clichéd these days, but remember content is still king. If yours is really good or perhaps entertaining, it may go viral and sell your product for you.

Just make sure it’s easy for users to share, rate and comment upon across other social networking sites like Twitter and Facebook. Allow them to embed it upon their site too. Oh and stick to the point. Most great videos and virals tend to be around 3 minutes or less.

4. Be trigger happy and get linking

Reach out and cross-link to other videos as well as linking to those from other relevant web pages. You’ve got to think in the same way about video SEO that you would for other forms of digital content here – this means building great internal and external links. Look to add links to videos in blog posts and other social media pages. Oh and tweet it.

5. Box clever

Give search engines as much content to go on as possible and surround videos with copy that can be indexed. Why not get creative, repurpose your video and use it for blog posts or break it into snippets. The more you optimise, the better.

In all of the above just try and remember whom it is you’re trying to engage with and what you want to achieve. This should keep you focused on the job in hand and help you produce content that’s a credit to you and your business.

If you think I’ve missed anything or have any other useful suggestions let me know with a comment.

Mark

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