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Over the last few years there have been many advancements in media and technology. These advancements have led to an increase in available information, and challenges, when it comes to making the modern company visible. Making use of a Search Engine Optimization (SEO) company who understands and uses search engine optimization techniques – such as video SEO – is a good way to ensure that your organization doesn’t get lost in the sea of information that is out there.
What is SEO?
Search engine optimization is the process used to influence the visibility of a website or web page in a search engine’s (such as Google or Bing) unpaid results (i.e. not ads). Simply put, it is the process of making a website pop up on the earlier pages of search engines so that they are more likely to be clicked on.
What then is video SEO and how does it differ from general SEO?
Video SEO (vSEO) is similar to the general SEO process. An SEO company employ techniques to improve the ranking or visibility of a video in search engines. These techniques will ideally prompt the video to show up, preferably, on the first page of results. The difference between general SEO and video SEO is that general SEO focuses on text and web pages overall whereas video SEO tries to optimize videos so that they show up earlier when people search for that content.
How does it work?
You have all the best camera shots and editing but nobody is viewing your video? What is going wrong? There is a way to solve this issue. The solution is vSEO. vSEO involves adding metadata (a group of data that describes and provides information about other data) to a website that will improve a search engine’s ability to read what is on the webpage. The metadata will include things like:
- The title of your video
- The length of your video
- Video transcription if available
- A thumbnail for your video
It is important to identify and use keywords that are relevant to your video in accompanying text when you publish your video. These keywords must contain words that you think are relevant to people searching for the type of content your video addresses. Strategically identifying keywords will allow for a greater chance of your video will popping up when are people searching the web for content related to your video. You should then have your video automatically included in your website, which will ideally be optimized for search engine indexing. This will result in your website and video being pulled up earlier than others when the relevant information is searched for by the audience.
How to use vSEO?
Before you begin using vSEO, you will need to identify the correct and most relevant keywords to describe your video. You could use software (such as the Google Adwords Keyword Tool) to tell you how often certain words are used in searches. Just type the keyword in and see how often the audience uses this word. Once you have chosen your keywords, be sure to add it into the filename. You will have the option to add a title, description and tags to your video. The title should include your keywords. Keep your description to about 200 words so that the whole description shows up when your video pops up in the search results. It should include the keywords too as well as a link to your website if you are posting the video on a video sharing website. The tags should include your keywords along with additional keywords or phrases you think people might use to search for your video. However, make sure not to break the golden rule of keyword stuffing! Adding too many keywords will appear ‘spammy’ and will not yield high rankings for your content