Universal Search & Video Optimization

As search engines like Google continue to upgrade their search experience and algorithms users will gradually see many different types of results appearing on page one.  Google’s Universal Search is a perfect example.  We can expect to see more video content appearing in the SERPs for all kinds of keywords as the use of video content becomes more and more popular.  Over the past two years video content on the web has increased incredibly, especially due to the popularity of sites like YouTube.

OK, so we know video content is important to users but how does a company get it out there so people can find it?  We can expect video content to be very useful in the orgainc search engine optimization process from now on.  But just like any other Internet marketing strategy, it must be done correctly to add value to the search results.

Relevant Information: Much of the video optimization strategy follows the basic guidelines of good SEO.  Website content is very important for providing information to users as well as to the search engines when they are assessing the level of relevance of your site.  Video is no different.  As the search engines become smarter, there are fewer and fewer ways to take short cuts in optimization tactics (nor should an SEO consultant even try).  ALL content must provide relavant value to the target audience.  That is the first and most important step.  Uploading vodes for the sake of having video content won’t cut it.

Video titles: The title of the video is important much in the same way that page titles are important for SEO.  Important keywords that coincide with the video content should be used in the title.

Vertical search: Use other vertical search engines like You Tube to post your videos and have them link back to pages on your site with content and/or other videos.  So far, You Tube videos are found as some of the most relevant video content out there (to Google of course).

Keyword optimization: Use important keywords that you want the content to appear for in the SERPs when tagging the video.  Also, consider naming the file using keywords.

HTML content is always King: While video is great and becoming more of a player in the SERPs, HTML content is always very important.  Videos should be accompanied by transcripts on the same page or at least well-written keyword rich (not stuffed) content relevant to the video.  All the on page SEO rules still apply.

Short and sweet: Keep the videos nice and short (under five minutes).  This applies to all Internet marketing tactics where the goal is to give the user valuable information is as few steps as possible, and keep them wanting more.  If videos are longer, consider breaking them up into smaller pieces and tagging each piece with keywords.

Viral marketing: Give users the ability to embed your videos on their site just like You Tube does.  This is a great way to build viral marketing “buzz” and create brand awareness.

Ratings:  Another great social media practice is to provide users the ability to give ratings to products and services.   This gets people talking and interacting on the website.  This is a great way to help with video optimization as well.  Videos with great ratings will be more likely to be embeded, saved, and sent to friends.

The most important aspect to take away from this is that the content should always add value to the target audience and user experience.  Other than that, bacis SEO rules apply.

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