March 14, 2013

camcorderCreating an excellent video for your marketing is only the first step in video marketing. An excellent video is one that entertains or informs the viewer so well that the viewer is compelled to share the video with others. The referrals ultimately make the video successful, however search engine optimisation of your video is what will enable those first viewers to find it so that they are able to refer it to others.

Tag the video with keywords

Search engines are unable to search the content of your video in order to index it. Instead, they search the text provided by tags, annotations, descriptions, and transcripts. The names of these text fields vary depending on which video sharing service you are using. YouTube is the largest video sharing service, so the field names in YouTube that you should enter your keywords into are Captions, Category Listing, Keyword Tags, Subtitles, Title Tag, and Video Description. Use standard best practices for SEO keywords, including using natural language that includes keywords rather than merely lists of keywords and using similar keywords rather than one identical keyword over and over.

Use all your options

Don’t limit yourself to a single YouTube channel for your videos. You should host videos on your website as well as hosting them on your YouTube channel. Use additional video sharing services such as Vimeo or the video platforms specifically associated with the Yahoo! and Google search engines. Whenever you post a new video be sure to blog about it, and include a link to the video in your Twitter feed. Use a still image from the video to pin the link to your Pinterest board. Make sure that all of your announcement links are easy for your customers to share by using buttons, and of course, make sure that links back to your website are included in multiple places in every video.

Monitor and split test

The key to successful long term search engine optimisation is constantly refining your keyword usage to match what your customers are actively looking for. Two tools to help you accomplish this with your video marketing are Google Analytics and YouTube Analytics. Google Analytics will tell you how many of your website visitors are arriving as a result of your video marketing efforts. YouTube Analytics further breaks that number down, to tell you how each video is individually performing. This way, you can change the headlines, change the descriptive text, change the still image associated with the video, or make many other tests and tweaks, then see which version of the video performs better in the search results. That will tell you what your customers want most, so you can better provide videos that meet their needs.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)

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