According to research from Forrester, a leading technology and market research company, videos that are properly optimized are up to 53 percent more likely to land on the first page of the SERPs than text content. With an increasingly social web, users respond to the “face-to-face” quality that video offers. It is a very interactive medium, and when used well, it can help build strong relationships with potential clients and customers. But how does your business “properly optimize” your video?
According to Yaniv Axem of Business Insider: “With so many spaces saturated, e-tailers need to use every weapon in their arsenals to fend off competing businesses.” And despite the power of video, “few companies have deployed video in a manner that realizes the full potential of the medium. They have yet to extend video and its benefits to their entire product catalogues or apply SEO strategies to their video libraries.” This, of course, will change as businesses feel the heat of competition, but you can get an edge by optimizing now.
In many respects video optimization is very similar to text optimization. The king is, of course, content. Among the most popular videos are “how-tos.” Why? Because they answer a question, they fill a need. This is what your video needs to do as well. Try creating videos around useful tips, how-tos, interviews with experts, and other useful information. Cater to your audience with quality and information.
Blogs are great textual ways to generate content and offer something of value to your audience. Videos should be like blogs – short and to the point. Aim for a minute to a minute and a half and immediately provide a hook to grab the viewer’s attention. You can also produce a few longer videos, from about 8 to 20 minutes, to have available to further engage viewers you have already enticed with your short videos or those who are looking for something a little more in-depth.
YouTube is, of course, a great resource, but also consider posting video on Yahoo, Vimeo, and Facebook. Optimize the descriptions and titles of your video, and link back to your business’s main website, blog, or social media profiles.