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Search engines are pushing the universal search movement to evolve results into a multimedia-rich blend of images, maps, local and video. As a result, search engine algorithms will look more favorably on video content for the top spots on their result pages, meaning the opportunity for exposure increases for any video producer that is on top of its SEO game.
So says my friend and Kelsey Group analyst Michael Boland, and I have to agree when I see searches like “reclaimed fireplaces lewes” yield eight out of the ten first page spots on Google taken by video (at time of writing). What you’re seeing there is a small business practically owning the first page of Google for it’s chosen long-tail keywords, and it’s not difficult to do if you know how.
If you’re hoping to get your videos to rank well in search results, there are three things you’ll need to consider (you might call these the basic elements of video SEO):
- Video production (how, production quality, duration, formats, etc)
- Landing page (where will your video drive traffic?)
- Distribution (getting your video out there, keywords, descriptions, links and SEO)
The first thing to realize is that most video production companies have only about 30% of the solution that’s needed for any small business. The other 70% you need to do yourself, or get someone to do for you. Why? Well, they think the benefit is all in the production and the finished article, but it isn’t. It’s what you do with video that counts—and that’s to do with the distribution and landing page. So, my advice is this: pay only about 30% of your attention to the video production. The rest comes after that.
You have a wide range of options for getting video produced these days. Here are just a few… read more at A Guide To Video Search Marketing For Small Businesses – Search Engine Land, published 7 May 2009.
Flickr photo credit: Irina Souiki