Video Optimization Tips

With Google’s Panda and Penguin updates focusing on content for effective SEO, many businesses are integrating video into their content strategies. Studies suggest that users prefer to learn through video over other types of content, such as white papers and case studies. Just like websites, they need to be optimized for search. When posting a video to a business website or a video-sharing website like YouTube, be sure to take the following optimization steps:

These are the keywords:

Give the video a keyword-rich title. The title is the most important factor in convincing a user to watch the video. Use keywords in the file name and URL, as search engines give importance to these terms. Avoid using stop words in the file name, such as “the”, “and”, etc.

Put keywords in the metadata of the page on the site where the user can access or read about the video. Use title, keywords and meta descriptions. Optimize surrounding text on the page, including keywords relevant to a user’s search. The spiders can read and index the metadata and surrounding text and correlate it with the video content. Be sure to include the word “video” regularly in your metadata, as many users include the term in their search.

Include the business name and a category in the file name in the interest of local classifications.

video option 1

Optimize video properties:

Open the properties of the video, go to the Summary tab, in the Title include the name of the company and the category. Include the company name, category, and phone number in the Author field. In the Comments field, include keywords, the Google categories, the name of the city and the surrounding cities of the company.

video option 2

Make it easy for search spiders to find all your media by keeping it all in one directory.

Avoid flash video players when possible as they are not search engine friendly.

Create a video sitemap to make it easier for crawlers to find your videos.

video option 3

Keep the duration reasonable (5 minutes or less). Users can leave if the video is too long. Consider creating multiple media or a series of videos for a detailed topic.

For video upload sites (such as YouTube or Vimeo):

When uploading to these sites, provide the same metadata. This will include a title, keywords, and a description.

Relink related content and videos on your site. Make sure you are generating qualified website traffic in exchange for the video you are providing.

video option 4

When created and optimized correctly, video has the potential to be a very powerful marketing vehicle. Due to its interactive nature, it can be very effective in conveying a message. In addition, it is adaptable to multimedia and can be used through multiple channels. Optimization is key to ensuring your video reaches its full marketing potential.