Multimedia is one of the greatest opportunities in Web marketing. However, it’s important to remember that when optimizing on-site content, this includes video and image content and not just text. Video optimization in particular is increasingly important as a brand-building tool. Best of all, video content potentially could find its way into search engine results pages as well.
With the growth of online video, business owners are increasingly embracing YouTube and other online video platforms. In fact, comScore estimated that internet users in the US in the month of March viewed 14.5 billion videos on the Web! That’s an incredible statistic that shows the awesome power and demand of video content. It also may highlight the ease of putting video content online. In making it easier to find success with your online videos, let’s look at a few tips for video optimization.
When developing the video, or deciding on where to place it, consider relevancy of its content. The best online videos are those that provide value to those who view it. Videos that don’t provide any helpful information, don’t relate to the content on your website, or are simply old videos, usually are not able to gain impressive views.
Giving your video a title is probably the single most important video optimization tip. The title should be both descriptive and enticing to get people to view it. But the video titles can also be infused with important keywords to help optimize the video for search engines.
Tagging is another way to help people find your video content. Tags are used by numerous websites such as YouTube to categorize videos and they make it easier for viewers to find specific content via search queries. You should only use several keywords, no more than a half dozen. The keywords should also include keywords to aid SEO.
Naming video and image content is very important. The filenames you choose also play an important role in optimization, and should include a format that is easy to read by a human, while also being descriptive of the content.
Much of search engine optimization revolves around text, which is precisely why a text transcript should also be considered. Many video and slideshow websites feature the ability to upload text to accompany your multimedia content. Adding a text transcript on your own website will also be advantageous for YouTube SEO.While not all video sites enable this function, at the very least you’re able to provide a brief description of your content. Again, the description should accurately describe your content, be enticing like an advertisement for your video, and it should also include helpful keywords that users may use to find the video.
Video content is a social media tool, and as such can be helpful in link building efforts. Video should be engaging, entertaining, and/or informative, if you want others to link to it. Getting links from various social media outlets translates in more potential viewers.
Some videos are so entertaining or informative that they could go viral. What this means is that communities within social media sites begin to share it with friends and recommend it in such a way that the video is passed from user to user. Again this means more eyeballs are on your video content, and it also could lead to more links pointing to your content. Don’t forget to provide proper branding or contact information on your content to ensure you won’t miss out on any leads!
Providing quality content is the key to success with Web users and search engines alike. But understanding the way content is structured and how a search engine might crawl it is also important to consider. Let’s explore some important tips on site architecture and SEO.
Organize Your Content in the Planning Stage
Sometimes the aesthetics of a new website can be intoxicating. But ultimately it’s the content that will attract, retain, and convert visitors. In the early stages of planning for a new website, plan what pages, landing pages, and specific content you’ll want to highlight. By starting this off early, you’ll find that the answering questions about your content strategy may help make design decisions a little easier. Consider how similar pages should be grouped, and how navigation will allow users to drill down into sub-pages.
Utilize Bolding for Emphasis
Bolding certain words within content can help emphasis certain parts of text as users skim through a page. Additionally, bolding can be helpful for SEO as it alerts search engines to important topics and keywords. However, avoid bolding too much – if everything is bold, then nothing is important!
Isolate Flash Whenever Possible
Although Flash is not generally “SEO-friendly,” that’s not to say it has to be avoided at all costs if you intended to be successful in the SERPs. Many high-ranking automotive websites use ample Flash. The key to succeed with heavy use of Flash, scripts, and/or images is to balance it out with rich text content that can be easily read by browsers, users, and search engine crawlers. Additionally, using alt attributes to describe Flash and image content can still be helpful in telling search engines what the content is all about.
Avoid Duplicate Content Like the Plague
Duplicate content has never and will never be a good thing when it comes to SEO. Stay away from providing duplicated, repeating, or redundant content across multiple pages. Duplicate content is typically identified when search engines index a given page, and redundancies are eliminated from the index at some point or another. Just don’t do it!
Embrace Header Tags
Once you have a nice page of text to put on your site, you’re not quite done. Organizing your content is also important for a couple reasons. Breaking up a page with H1 or H2 header tags can make the content more readable, since more readers on the Web are likely to skim.These tags can also help search engines understand the main themes of the page, thus helping in terms of SEO if keywords are present.
Unique Pages With a Call to Action
Each page should satisfy some purpose. Of course avoiding duplicate content is one way to have each page satisfy a specific objective. But pages should also educate or motivate readers.
Maintain Transparency at All Times
Hidden text or links on your website is always an SEO no-no. Sometimes the decisions to hide text or links may not be malicious, but trying to hide content from users in an attempt to appease the search engines will get you nowhere fast!