Jun 16, 2012
Google updates to its search algorithm such as Panda and Penguin have made online videos and video-hosting sites rank higher in its search rankings. B2B or B2C marketers can tap into this major shift in video SEO by applying their SEO techniques for videos in titling, using tags and descriptions to the video, annotating, sharing, and repurposing textual content into videos.
Marketers must use the primary keyword in the title by starting with the keyword followed by a colon before adding the desired marketing title than. Another way to create an attractive title is to describe what happens in the video.
Video-hosting websites allow tags and descriptions on videos to make them searchable within the sites and through search engines. Websites may allow links, but may limit the number of characters for a video description, so marketers should enrich it with keywords. They have a wider choice of keywords to use in tagging video because sites impose a higher limit or no limit at all for tags and the number of characters in the tag fields. Online tools such as Google Adwords can help in finding the best keywords to use tags in videos.
Marketers can use YouTube annotation feature to include annotations into their videos in the form of notes, links, source data, or anything useful that will hover over the video for a set duration. The annotations will lead viewers to a new page where marketers can track click-through data and gather information on traffic to their landing pages with YouTube Analytics.
Viral videos are good because they cause an upsurge in viewers’ interest, but they are rare and fix users’ attention until the next viral video comes along. What marketers need is sharing videos that generate consistent and high-quality conversations with consumers. The video should be simple, entertaining, and useful and enriched with quality writing.
Repurposing textual content into videos resends the message about a brand to people who would not normally read textual content and to consumers who are not familiar with the brand. Video repurposing allows marketers to deliver the same message in a livelier manner that will likely reach more people than textual content.