23 Jan 2009

Video SEO: Tapping In to a Captive Audience

YouTube is the most popular user-generated website for a reason. The majority of internet users watch video content. Though many seek out these videos, most often the links simply show up alongside content-driven sites in the organic search engine results – not by chance, but by design through video search engine optimization.

How-to videos are among the most popular online videos, creating the perfect avenue for a business to inform internet users, then convert them into customers.

For instance, if you own a landscaping company you could create a step-by-step video on how to do just about anything in the backyard. In fact, you could shoot an entire series of videos, maximizing your opportunity to tap into this captive online audience of chronic video-watchers.

Obviously, the quality of the video content and its execution is important, but equally so is the application of SEO tactics – from the title and description of your video to its keyword tags. Our CyberMark clients rely on us for that, as well as creation of a video XML sitemap and placement of videos on YouTube and other video-sharing websites.

But video SEO does not end there. In fact, the best is yet to come.

Included in your upload to video-sharing websites should be a link back to your own site! Ideally, you should have other videos or similar content on your website, further illustrating the expertise that your leads need to see before converting into customers.

If you want to try video search engine optimization, it's best to keep the video to five minutes or less, as you could lose viewers on anything longer. Even if the demonstration is 20 minutes long, simply break that down into segments.

Most importantly, make sure your video content is both informative and compelling. Not only will it keep viewers watching, but also leave them wanting more – more of what you have to say and, most notably, what you have to offer.