These days there’s more to content than text. To really make an impact you need to start looking at other forms of media with videos being at the top of the list, and with the world and his wife using YouTube you’ll be in good company. YouTube is the second largest search engine out there, second only to Google, and with 48 hours of video content being uploaded every minute it’s only getting bigger. In fact, videos are 50 times more likely to appear in the first page of Google compared to other forms of content, so doesn’t it make sense to get on board?
But, producing great video content is just the beginning. In the wake of so much competition it’s vital to stand out from the crowd, and that’s why you need to focus on optimising your videos to ensure they make the necessary impact. At the heart it’s all about appealing to your target audience, increasing your exposure and attracting visitors that will be interested in what you’ve got to say, and there are plenty of ways you can do that:
Make sure you’re offering something of value. Quality matters with all forms of content and video is no exception, so don’t waste your time unless you’re offering information that’s usable or relevant in some way. How-to guides and videos expressing opinions are ideal, and make sure to keep them memorable, fun, short (less than 5 minutes long if you want a high level of engagement) and leaving the viewer wanting more.
Create a great title. You want the title to attract the attention of viewers so it really needs to be catchy, and you could start by thinking about it on a personal level—if you were to browse through magazines, what headline would make you want to pick it up? You’ll want to incorporate keywords as well, but always put interest first.
Optimise its tags and description. Do a bit of keyword research to decide what terms your potential audience will be searching for and incorporate these into your video tags and description (just make sure your description is still informative and gives a decent overview of the video itself).
Provide a transcript. Videos are all well and good but in order to be indexed and ranked effectively you’ll want to provide some on-page copy too, so give search engines something to look at by providing a transcript of your video.
Embed. You want to provide a code that will allow other users to post the video on their own site, increasing the likelihood of getting shares and backlinks. Speaking of links, you might want to include a couple of links to relevant on-site content when posting your video to sites like YouTube or Vimeo.
Get sharing! Make sure you spread your video as far and wide as possible—use social media, your blog, email contacts and anything else that could be worthwhile, because if it’s worth sharing you can bet other people will do the same.
So what are you waiting for? Unless you optimise your videos effectively you won’t get the attention you need to make it all worthwhile, so focus on targeted video SEO tactics and you could soon make the impact you want.
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