Everyone is watching. But are their eyes on you?
Online video is a top marketing priority in 2014 and BusinessCreator can give you a decisive edge over your competition. Our industry-leading insights, and tested proprietary technologies and techniques are backed by over 20 years of experience in Search Engine Optimization (SEO) and sophisticated Internet Marketing. We know what your videos need to secure strong rankings, and have the exclusive tools to carry out the most effective Video SEO campaigns.
Well-optimized videos have a greater chance of securing page one rankings in Google and leading search engines than traditional web content, and our services can bring you one step closer to that goal. Our innovative strategy and focused, individualized approach to your Video SEO campaign will skyrocket your brand, and drive powerful, profitable traffic to your website. Every day, we will monitor and fine-tune your campaign direction to achieve maximum results.
Greater exposure, commanding rankings, and an explosive ROI are all within your reach. Let us execute your Video SEO campaign, and you can watch your business grow.
A premier brand of an established global leader in Search Marketing, BusinessCreator is driven by award-winning marketers and SEO engineers with a singular goal – remarkable growth for our clients through effective video optimization.
We are innovators, pioneers, professionals, trade show participants, SEMPO and Marketing Sherpa Members, Yahoo! Ambassadors, a Google Qualified Company, and a top-ranked SEO firm worldwide. But, first and foremost, we are dedicated to getting your videos the premier rankings, visibility, and traffic they deserve.
We apply unique insights derived from progressive methodologies to optimize your videos for exposure and profit. And as your comprehensive answer to Video SEO, we get results.
Invest in our Video SEO services, and before long, you’ll be enjoying your view at the top.
The past four years have seen an explosion of video content on the web. With the introduction of Google’s universal search in 2007, the opportunity to leverage videos for digital marketing and the monetization of multimedia content has made Video SEO nothing short of essential.
Industry analysts predict that online videos will remain the most popular content format for advertising and marketing purposes in the years ahead. A study released by comScore in February 2012 showed that nearly 182 million Internet users in the United States watched online videos in December 2012, and more than 39 billion online videos were viewed for that month alone.
Thanks to the proliferation of online videos and the remarkable consumer interest in them, Video SEO can be leveraged as an economical way to market products and drive tremendous, targeted traffic.
Research has shown that well-optimized videos have a higher chance of securing page one rankings than traditional web content. But optimization is not just a matter of posting videos on YouTube, Yahoo!, or other portals. With the billions of videos readily viewable on the Internet, the challenge of ensuring that your content reaches its target audience is best left to our team of experts.
BusinessCreator is uniquely positioned to help your videos reach a much wider audience. We combine a variety of industry best practices and proprietary techniques to ensure that your videos receive maximum exposure online. Let us show you what we can do for you.
Video SEO enables you to take advantage of the incredible opportunities that online video content can deliver to your brand and business.
Since YouTube’s introduction in 2005, online videos have seen enormous growth. In less than five years, video has become an integral part of our online experience, resulting in billions of videos being posted on the web.
Experts agree that visual presentations like videos and movies are more effective for learning and memory retention purposes than the written word. This means that video can help people remember your brand and unique offering much more effectively than traditional content can.
Online video optimization goes beyond simply uploading content to YouTube, Yahoo!, or other video portals. With the vast amount of videos available online, how can you ensure that yours will get the exposure it deserves?
We at BusinessCreator are dedicated to getting your content the highest search rankings possible. Through a combination of industry best practices and innovative, proprietary techniques, we guarantee that your video content will:
Our award-winning team of professionals has the right blend of knowledge and expertise to optimize and market your online videos at a terrific value.
Search engines are not capable of viewing the contents of your videos. Regardless of how well-produced and edited your videos are, without proper Video SEO, you run the risk of being outranked by less relevant content in the search engine results pages (SERPs).
We employ a variety of techniques to ensure that your videos receive the most authoritative search rankings possible for your targeted keywords and phrases.
Our comprehensive Video SEO strategy will:
Optimize your videos for distribution online
Your content deserves to be seen by millions of Internet users worldwide. By leveraging our expertise, you can make your videos your most powerful marketing asset. Contact us to capitalize on this unique opportunity to catapult your business to the top of the SERPs.
— No matter what name you use, it is our specialty.
Video SEO can Bring You Motivated Customers
Search Engine Optimized Videos are tireless, effective sales agents that drive traffic to your website. This video-driven traffic is much more motivated than standard pay-per-click (PPC) customers. These new customers already have decided that your site is the place for them. They have already pre-qualified themselves by watching your video(s) before they ever came to your website. They know what you do and are ready to take action!
Video SEO Research: How to set up a successful Video SEO campaign: Research for Online Marketing
The key steps to a successful Video SEO Campaign are:
1) Research
2) Creating the Video
3) Video Optimization
4) Distribution
5) Evaluation and
6) Modifications.
Video SEO Research includes gathering information about your products, your customers, their buying habits, Internet search KEYWORDS and Keyword phrases that relate. This is one of the most important parts of SEO (Search Engine Optimization) and therefore should be important to you while working on Video SEO.
Research is where we start. You will need to know your market. Who are your customers? What are your customers interested in buying that you are selling? How do they usually find it? What is your competition doing to sell their stuff? What keywords do they employ, and is it working well for them?
Take a look at your competition’s videos. Click on their links and get an idea of the customer experience they offer. Armed with this valuable information you can match it and hopefully beat it.
You will need to use the Internet to find keywords or keyword phrases that relate to what you are promoting and also have high search volumes. A useful free tool for this type of research is the Google Adwords Keyword Tool. With this tool you can search for keywords or keyword phrases and see which ones relate to what you are promoting and get the most traffic.
What we are working on is getting you Free traffic on the Internet. Just because Google is trying to get you to use their Adwords service with these keywords you are researching, does not mean you need to pay a penny to use them. We are going to work on getting what is called ‘Organic Traffic’. But keep in mind you may want to combine your Video SEO efforts with PPC in the future, so it is good to note the potential costs for PPC on the keywords you end up using.
There are many different keywords or keyword phrases (KWP) you may find yourself looking through. It is a good idea to adjust the ‘Match’ type when you are doing your research and focus on the most difficult match type which is called ‘Exact’… this means that the searcher is typing in the EXACT same words in the EXACT same order as what you are looking for.
When you can find an Exact KWP that has traffic (500-800 or more searches per month is good) and it relates to your stuff, you’ve got a winner. The easier match types like ‘Phrase’ or ‘Broad’ will automatically fall into your results if you focus on the Exact Match KWP, so that is where we suggest you focus your research.
An important factor to consider is running an Organic Video SEO campaign for your videos along with a PPC campaign for your website which gives you the synergistic bonus of showing up EVERYWHERE when someone searches for your chosen keywords. Keep in mind the potential PPC cost to you in the future when selecting keywords for your Video SEO use.
You will want to approach this as a battle. Take on your enemy (the lack of rankings) from three different angles. We’ll talk about techniques for this later in the video distribution step. First, start by gathering enough Keyword Juice (keyword sets) to satisfy your video’s keyword requirements three times — even if you only have one video. Keep reading to find out why…
Gathering keywords is a fundamental part of any SEO campaign, video or not. Any research you can do on how to best gather the appropriate keywords for your marketing efforts will be time well spent. The focus of this set of articles is on Video SEO so we cannot devote a lot of space to the keyword selection process, but please take our advice and embrace the high level of importance keyword selection plays in the Video SEO and SEO process.
Your keyword choices will be put to use in the video creation step and the optimization step. If you can, you should keep those keywords in mind when you create/film the video in order to influence the video’s content. You’ll definitely be using the keywords when it comes to optimizing your video postings on various video hosting websites.
The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.
Video SEO Research includes gathering information about your products, your customers, their buying habits, Internet search KEYWORDS and Keyword phrases that relate. This is one of the most important parts of SEO (Search Engine Optimization) and therefore should be important to you while working on Video SEO.
Research clearly shows that an Informational video is far more interesting and shareable than other types of video. Use concepts like ‘How to…’ or ‘Information about…’ or ‘Why this vs. that is better’, etc. When considering what your video should be about, see if you can answer some common questions you know people have about your stuff or your industry.
Offer helpful advice, a tutorial, or helpful tips in your video. Ask and answer common questions about your product or service.
If your video is seen as “useful” or “helpful” it is much more likely to be shared (very important) with others and thereby generate more traffic as the days go by. Whenever you can, you’ll want the content of the video to relate to the keyword research you did in step 1.
There is a lot that goes into making a short yet powerful and compelling video. Think of it as a mini-sales agent, it has to give good information and encourage action (close the deal). In this case closing the deal means compelling the viewer to come visit your website and do or get something once they arrive.
The basics in any good sales presentation will always have at least one good call to action (CTA). Your video should as well. Show them some but not all of your stuff and tell them if they visit your website they can see it all, get the answer, see the results, etc. Make your CTA enticing & obvious.
You will want to make it easy for the viewer to get to your website. Most video hosting sites do not make it easy to have a direct link in an obvious place to your website, so add it visually in the video. It will not be an active link (one they can click on), but if it is visible long enough, they’ll get the hint. I even suggest saying the name of the link, that way you can have the text for the site show up in your closed caption text file (which is index-able by Google).
A common place to add your website address (URL) is in the “bottom third” of the video and let it run the entire length of the clip if practical—this URL text is usually a visual aid only and not clickable.
Most any contemporary video camera will give you good enough quality for online viewing. HD quality is preferred, and in the near future will be expected. But don’t let the inability to record in HD stop you from getting started, Standard Quality is better than no video at all.
Your Audio quality is actually more important overall than the video quality. Be sure the Audio is clear and loud enough to be heard. Using better mics is a better place to spend your money than a wiz-bang camera with lousy audio. You may want to invest in an external mic to record rather than relying on the built in mics on many cameras or phones.
When we use the term Video Optimization on this site, we are speaking about improving ways for your video to get found and seen, not the ‘technical’ definition on a video’s quality. We specialize with the type of Video Optimization that improves a video’s search engine rankings (the next step).
The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.
Video SEO Optimization of your Video can mean many things. You want the content of the video to match the keywords you chose from your Video SEO Research step. Engagement and high Search Engine Rankings are our goal. The primary focus should be on the use of the keywords in the Title, Tags and the Description that you upload along with the video to the hosting site (YouTube & others). You’ll want to use the keywords frequently yet not get too weird in how you use them—gone are the days when people tolerate nothing but keywords in what they read.
Video Optimization can mean making it look good—choosing the proper video format, etc., but in this instance we are talking about the proper use of the text that will accompany or surround the video on the hosting site (aka YouTube and others) known as the TITLE, TAGS and DESCRIPTION text. Another more techy name for this stuff is ‘meta data’.
This is the stuff that can make or break a Video SEO campaign. It’s time to apply what you learned in step 1 (Video SEO Research) to your video. Not so much in the content of the video itself, but in the keyword-rich meta data that will accompany the clip.
You’ll want your video to rank high in the search engine results page (SERP) when someone searches for your chosen keywords…not only on the video hosting site (i.e. YouTube Search Results) but also on the web (Google, Bing, etc.) — this is all part of Search Engine Marketing or Online Marketing.
You’ll know you’ve got a winning combination if your video ranks well in both a Google & YouTube searches. The holy Grail here is getting one of those little Video Thumbnails to show up in a Google search! Hard to get but possible if you do the right things…its part Science, part Art!
The Title, Tags & Description text you choose will all be searchable. Even though you know you want a catchy Title to your video, try to use the keywords you chose as much as you can in all three places (Title, Tags & Description).
Try not to use too many different keyword phrases per video submission (also known as a Deployment). You’ll want to use your Keyword sets verbatim in the Tags area, just type ’em in separated by spaces on YouTube and commas on other sites. While in YouTube, if you want two or more words grouped together as a keyword phrase, add them as a Tag surrounded with quotes – “Video SEO”.
To date, YouTube doesn’t seem to mind the use of many different Keywords as Tags. It appears to be smart to put your most important Keywords first in the TAGS section, as they may get more traction than the other keywords listed there. Other parts of SEO can have an issue with too many diverse Keywords used for one page/post, so keep that in mind when you tie your Video into your other content.
The Title of your video submission plays an important role in Video SEO. The tricky part is to use the keywords in your video’s Title properly. You’ll want it to make sense when it is read, but also want it to rank well in searches.
Generally speaking, the closer your main Keywords are to the left part (beginning) of the Title the better. It is usually best to keep the branded words or other non-keyword related text further to the right in the title (contrary to many ‘branding’ focused manager’s opinions). The reason is we are usually trying to capture the traffic that is looking for your Keywords, not those looking for your Brand name.
This is one of the biggest challenges in Search Engine Marketing! If you err to one or the other however, go for the better search engine ranking, even if it messes with English (sorry Mom!). Search Engine Ranking wins out over grammar!
This usually means using the best keyword phrase at the beginning of the Title whenever possible. If your main keyword phrase is “Dog Grooming”, then try Titles like: “Dog Grooming Tips – the best Dog Grooming for your dog” or “Dog Grooming made easy – Dog Grooming anyone can master”. Get the idea? Repetition is important as well as position in the Title.
The description text for your video is where you will want to sneak in the LINK TO YOUR SITE. Use a fully formed URL (i.e. include the “http://www.” in front of your website address). This allows for the link to become LIVE! (at least it is live in YouTube). So your viewers can simply click on it and here they come.
We see so many people come so close, but without the h’s and t’s it just won’t be a live link! Also, try to use a URL that is not too long (even if that means you have to do some fancy re-directs to get it to where you really need it to go) It’s a visual thing though many times the Video site will only show part of the link if it is too long.
We suggest that the Link to your site be near the beginning of the description because it will then be visible without the viewer having to click the “more info” link. If they do click the “more info” area, then wow them with some great encouragement text about visiting your site and include another clickable link or two the get them moving on to your web site. Look around a bit on YouTube, you’ll see how it’s done.
The video’s Description area is where you get to encourage readers to visit your website. You will need to answer this question there: Why should a customer visit you rather than just watch another video? Make it a compelling reason – Motivate them and they will come!
The description text should include your keywords (again) and a call to action via a compelling offer that will only be realized if they visit your website. When using keywords in the description area, try using those keywords in a useful way, like turning them into questions. This is the place to let your grammar and skill in turning keywords into readable text shine!
Still wondering why you needed 3 sets of keywords–even if you only have one video? Read on, the answer is next.
Video SEO Distribution of your video means getting it out there on the Web. Uploading your video to YouTube is a great start, but there are many other video hosting sites that let your tireless electronic sales agent–your video–broadcast its message 365 days a year, all day and all night. What’s even better is that most of these sites are FREE! This step is where you get to be creative in the distribution and duplication of your video submissions.
Video distribution, in the most basic way of looking at it, means uploading your video to various video hosting sites with YouTube being the primary location. YouTube gets the most video traffic and because of its relationship to Google (the king of search engines), it proves to be helpful for non-video site search rankings as well.
When you send the video out to various hosting sites you get the advantage of volume on the web as well as presence. If a potential customer happens to be looking in various places for video content and they see you everywhere they look (especially if you rank well everywhere) then you are the most likely candidate for their business.
Remember the Video SEO Research you did? It not only helped you get great Keywords which were invaluable for the Video SEO Video Optimization step, but it helped you know where your customers looked for your type of products and services. Be sure to get your videos working for you in those locations as well.
You may remember that in the Video SEO Video Optimization section we spoke of the need to limit your keywords to a maximum of 8 per video and we hinted that less is better. That was because of Keyword Dilution factors. But some of those keywords you found are really good and you just gotta’ use them right?
If you are like most of us you’re saying, “My product or service does so much more than what just 8 keywords let me talk about”. The real issue here is Focus. While we don’t advise your product focus be so diverse as to be distracting (“it’s a dessert topping & a floor wax—just look at that shine!”) we do however, encourage the use of multiple sets of keywords, even if you only have one video.
The extra “keyword juice” we told you to collect in the Video SEO Research step – remember the Three Keyword Musketeers? – will come in handy in creating another version of the same video but this time with a different focus.
This is a valuable way to call those other keywords to action—“One for All and All for One”. Use the additional keywords you collected to optimize a different copy of your video which will end up having a different focus. We call this modified duplication “Multiple Deployments” of the same video content.
Make a copy of the same video, but when you submit it to the various hosting sites you change some of the Optimization Factors.
Each Deployment of the video can utilize a different Title, Keyword set, and different Description text to match. If these terms or concepts don’t make sense, then you may want to review the Video SEO Video Optimization step in this article on Video SEO Campaigns.
These techniques not only give you more volume on the web, but can allow your video to be found by different customers that use different searches.
Who knows, the exact type of customers that really get charged up by your videos, may be searching for a totally different set of keywords than you thought at first. When/if you figure that out (part of the Evaluation step), this technique lets you react to that new information and publish a new set of Video Deployments that address that need without having to create another video. Again, we call this technique using different Deployments of the same video content.
Depending on how much you will be monitoring the leads you get (and which exact video deployment they came from) you may only want to make very subtle changes per deployment. If your chosen methodology allows you to monitor leads closely, it is wise to have different URL’s be the landing pages (web pages pointed to by the video) so you can track the number of visits inspired by each different video deployment.
Another methodology used for a different phase of your campaign affords you to make massive changes to your Keywords, Titles and Description text. Use this methodology if you are not sure yet how to best narrow your focus. But… for the sake of all of us in the video community, please use Optimization text that relates at least a little bit to the content of the video itself, not just to fish for response rates to certain keywords — the practice of this kind of “fishing” is called Spamming and is frowned upon by the online community and could cause your videos and/or account to be shut down.
Another important technique is to make different deployments by changing the file type. This overcomes some video hosting site’s objections to multiple videos with the same content (what we call different deployments). Most sites will accept your videos in different formats, so you can save and export the video into 3 different formats and upload with 3 different sets of: Keywords, Titles, Descriptions, etc. and not be in any violation of the hosting site’s rules.
Video SEO Evaluation – Tracking your video (or tracking your lead sources) means asking the questions: “Did it work?” and most importantly “Why or why not?” – then getting answers!
It is pretty common for people to spend time and money setting up online marketing (or marketing of any kind) with the hope or expectation that it will work! But they spend so much time getting it ready and launched that they never get around to asking these important questions before they jump into some other pressing project. We will explore some techniques you can employ to evaluate or track the results of a particular video or Video SEO campaign so you can make wise decisions on its performance.
So you’ve got your wonder video up and in many locations on the web. You made it chock full of the proper keywords for your audience. So here come the leads to your website! Great, right? Sure, but if you don’t know which video is sending you the leads you like, then you still have some work to do.
If you have multiple deployments of the same video, do you know which one is working the best for you? Is it the video, the keywords, the location the video is posted, the landing page the video points to…? Evaluating all these factors and more can take a lot of time, but it is time well worth spending (or having someone else do it for you!).
There are certain things you must keep in mind when you set up your Video SEO campaign. You need to be able to evaluate the results of your videos—you need to track their performance. If you had sales agents that were under-performing, you would try to help them improve their performance or get rid of them. The same holds true for videos you send out into the big bad www-world.
Setting up a system so that evaluation or performance tracking can happen is very important, but first you must decide what it is you want to track and why.
In order to ask the question: “Did it work?” you need to have a clear understanding of what success means. Is it enough to know that thousands of people have now been exposed to your name/brand but that is all? Is it enough to see the traffic to your website increase even if orders do not? What is success for you will not be success for someone else. Only you can define what success is for your situation.
For some, getting people to view their website and signup for a newsletter, leave some contact information or subscribe to a Feed is great because their sales process is part of developing a relationship with their customers. They employ a multi-step sales process so they can employ the follow-up apparatus they already have in place (or wish they had in place!). For others, they need an order now!
Clearly define your expectations so when you evaluate the performance of your Video SEO campaign you can make your strategic decisions based upon an established standard not just the feelings of the day.
Once you have decided on what you are looking for, you will need to know which video, if any, is working to that end. The good part is you now have many videos out there trying to get you that coveted response. The bad thing is that there are lots of them to track and if you don’t know where to focus your attention, you will get lost.
Establish “video landing pages” on your site that each video deployment will point to so when visitors click on the links you tell them to visit in your videos, you will know where they “Landed” on your site. If you have 3 video deployments out there (each with their own different set of keywords) you should have 3 different landing pages to match.
These landing pages do not necessarily have to look any different from each other but they will need to have a different URL address and each one will need to hold some code to measure the amount of visits and from where they have come. This code allows for on-page analytics. Google offers this type of code for free as part of their Google Analytics program. You may already be using this or some other analytics technique deployed to measure traffic on you site, just be sure the video landing pages have the code in them so you can track what happens there.
Analytics code can help you know which location of your video sent you the customer. Even if you have that particular video deployment posted on 20 or more locations (each of which telling your customers to click on the same landing page URL) the analytics program can track how many visits came from YouTube and how many came from the other places showing off your video.
You will need to establish a Baseline for your measurements (analytics) as to the performance of certain videos based on their number of views on the video hosting site vs. the number of visits to your website they inspire.
If, for example, video deployment A gets you x number of visits and y number of conversions (you decide on what a conversion is… could be an order, could be capturing a name, or simply a visit to the landing page!), then mark that down for a certain period of time as your baseline against which to measure other video deployments. This baseline can also be used to compare the value of any future modifications to video deployments.
How to decide what you want to change and what to keep is part of the refinement process which is outlined in the next and final step called “Video SEO Modifications”.
Video SEO Modifications: How to set up a successful VSEO campaign: Modifications
The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.
Video SEO Modifications – Making changes to your Video SEO campaign means making incremental adjustments to your campaign based on the facts you have gathered in the previous Video SEO Evaluation step. Recording and tracking your modifications is very important. In this article we will discuss what you will want to document to help with testing the results. Modifications can be used to test the limits of a good area of your campaign and to improve the results of a poor area.
Here is where you put the data you gathered in the previous Video SEO Evaluation step to work for you. The modifications you make to your Video SEO campaign can make things better or worse so you will want to track them carefully. The baseline you established in the previous step will help you determine if a particular modification you have made is helping or hurting.
Keep close watch and document each and every element you modify and track any changes it makes against the standard (the baseline). Don’t begrudge any declines in conversions, visits or submissions. The information you gather on these changes will be helpful in understanding how your customers react to the changes you try.
Knowing what not to do can be very valuable for future development. The data on response rates, either for better or for worse, should be chronicled so it can be used in future evaluations and modifications.
When we speak of making modifications to your videos it most likely does not mean changing the actual content of the video. It usually means making adjustments to the information surrounding the video such as the Keywords, Description or even Title of your video (the meta text that accompanies the video submission on the video hosing site). One common area ripe for modification is your “call to action” (usually in the description text). Make adjustments to this element and you could see vast changes in your resulting visits.
With a more aggressive call to action you may see increased visits to the website, but if the larger number of visits do not increase your conversions (over what you had before: your baseline) you may want to try another approach. Sometimes a more subtle call to action – especially if repeated tastefully – may get you fewer visitors, but the ones that do visit are properly motivated and you get a higher percentage of them to convert. Much of it will depend on your product or service as well as your target audience.
Don’t limit your modifications to the just video’s meta text. You may have just the right mix on the video side, but remember you want them to visit your website to take action there. So you may want to fix your modification gaze on the landing page(s) on your site.
If the page where the prospect lands makes them feel ‘let down’ then they will most likely leave right away without doing what you got them there for. In this case your Analytics Program will record what is called a high “bounce rate” for that particular landing page. Your landing page should have a bounce rate of less than 50% (unless this same landing page is a multipurpose page that welcomes them and closes the deal all in one page).
Once you have established a baseline against which to measure, there should be many areas ready for modifications. We suggest a structured approach so not everything is in flux all at the same time.
If you followed the Video SEO distribution step’s suggestions then you should have multiple video deployments that point to multiple landing pages. Don’t try to make too many changes all at once, since you may not know what is causing the change for good or bad.
Be very meticulous in your changes and recording the results. It is even a wise idea at times to make a modification, record its results for a period of time and then undo those changes to see if the results return to the match the previous version (the baseline).
You may find that timing plays a part in your results. Many businesses have seasonal changes that affect their success/conversion rates. You can quantify these seasonal effects by returning to baseline tactics during different times of the year to see how customers respond to the very same campaign components but at different times of the year.
One important key here is to make your modifications in a way that you can track not only what you have changed, but what the results of those changes are. You will want to return to the baseline standard and make a different modification to compare the rate of change.
Perhaps your first modification was to Change the Title of your video and leave the rest alone. After keeping track of that change for your testing period, you can Return to the Previous Title and now try changing the text a bit in your Description area. Record the changes and the results.
Keep in mind your keywords should be utilized in your Titles and Descriptions so don’t go changing your Keywords too much without making the appropriate adjustments in your Titles & Descriptions to match that change. Having mismatched Keywords and Titles is almost a guarantee of poor results on the video side because it weakens the SEO component of your video.
To pull a quote from the previous step…
“You should clearly define your expectations so when you evaluate the performance of your Video SEO campaign you can make your strategic decisions based upon an established standard not just the feelings of the day.”
We want you to make strategic decisions here so please remember that your expectations for the campaign will help you determine if a change in response is good or bad. You must keep these established expectations in mind when measuring any results you gather. Just because you increase visits to a page, if it does not meet your conversion expectations, does not necessarily mean you have been successful.
As you can see there is quite a bit involved in making your Video SEO campaign perform properly. If given the proper level of importance, you can make this type of campaign the best part of your marketing efforts. If not, then it may seem to be simply a “me too” effort to get video on the web. Hopefully these steps in the “How to Win at Video SEO” articles have been helpful or at least thought provoking.
If you feel you would like some assistance in any part of the way to getting your Video SEO campaign up and running or refined, let us know and we would be happy to see if we can lend a hand. Ask any question you have on our Contact Us page and feel free to engage with us on Google+ or in the comments areas of many of our posts.
We are glad you made it this far and wish you the best in implementing these steps in our step-by-step guide for building a winning Video SEO campaign using Video to drive targeted, motivated traffic to your website.
Once we have analyzed your market and researched Google’s own search data, we’ll gauge the work required to get you on page 1 and submit a detailed proposal. Other than a small set-up fee, there will be nothing more to pay until your videos are on Google page 1!
1. We’ll uncover exactly how many, and what, your prospective clients are typing into the search engines each and every month to find YOU.
2. Agree on the best keywords that would best work for you.
3. Get to work on optimizing your videos to rank in Google ahead of your competitors.
Submit your details today and your videos could be on Google page 1 just weeks from now… Consistently driving new prospective clients to your business or services.
Edward Kundahl, Ph.D., M.B.A.
www.BusinessCreatorPlus.com and www.SmartestPhoneApps.com
Well-optimized videos have a greater chance of securing page one rankings in Google and leading search engines than traditional web content, and our services can bring you one step closer to that goal. Our innovative strategy and focused, individualized approach to your Video SEO campaign will skyrocket your brand, and drive powerful, profitable traffic to your website. Every day, we will monitor and fine-tune your campaign direction to achieve maximum results.
Greater exposure, commanding rankings, and an explosive ROI are all within your reach. Let us execute your Video SEO campaign, and you can watch your business grow.
A premier brand of an established global leader in Search Marketing, BusinessCreator is driven by award-winning marketers and SEO engineers with a singular goal – remarkable growth for our clients through effective video optimization.
We are innovators, pioneers, professionals, trade show participants, SEMPO and Marketing Sherpa Members, Yahoo! Ambassadors, a Google Qualified Company, and a top-ranked SEO firm worldwide. But, first and foremost, we are dedicated to getting your videos the premier rankings, visibility, and traffic they deserve.
We apply unique insights derived from progressive methodologies to optimize your videos for exposure and profit. And as your comprehensive answer to Video SEO, we get results.
Invest in our Video SEO services, and before long, you’ll be enjoying your view at the top.
The Need for Video SEO
The past four years have seen an explosion of video content on the web. With the introduction of Google’s universal search in 2007, the opportunity to leverage videos for digital marketing and the monetization of multimedia content has made Video SEO nothing short of essential.Industry analysts predict that online videos will remain the most popular content format for advertising and marketing purposes in the years ahead. A study released by comScore in February 2012 showed that nearly 182 million Internet users in the United States watched online videos in December 2012, and more than 39 billion online videos were viewed for that month alone.
Thanks to the proliferation of online videos and the remarkable consumer interest in them, Video SEO can be leveraged as an economical way to market products and drive tremendous, targeted traffic.
Research has shown that well-optimized videos have a higher chance of securing page one rankings than traditional web content. But optimization is not just a matter of posting videos on YouTube, Yahoo!, or other portals. With the billions of videos readily viewable on the Internet, the challenge of ensuring that your content reaches its target audience is best left to our team of experts.
BusinessCreator is uniquely positioned to help your videos reach a much wider audience. We combine a variety of industry best practices and proprietary techniques to ensure that your videos receive maximum exposure online. Let us show you what we can do for you.
How Video SEO Bolsters Your Brand
Video SEO enables you to take advantage of the incredible opportunities that online video content can deliver to your brand and business.Since YouTube’s introduction in 2005, online videos have seen enormous growth. In less than five years, video has become an integral part of our online experience, resulting in billions of videos being posted on the web.
Experts agree that visual presentations like videos and movies are more effective for learning and memory retention purposes than the written word. This means that video can help people remember your brand and unique offering much more effectively than traditional content can.
Importance of Video SEO
Online video optimization goes beyond simply uploading content to YouTube, Yahoo!, or other video portals. With the vast amount of videos available online, how can you ensure that yours will get the exposure it deserves?We at BusinessCreator are dedicated to getting your content the highest search rankings possible. Through a combination of industry best practices and innovative, proprietary techniques, we guarantee that your video content will:
- Be found and indexed by Google, Yahoo!, Bing, and other leading search engines
- Receive powerful search rankings for your targeted keywords and phrases
- Extend and augment your brand’s existing digital marketing initiatives
- Be ready for monetization
Optimizing video for SEO
Our award-winning team of professionals has the right blend of knowledge and expertise to optimize and market your online videos at a terrific value.Search engines are not capable of viewing the contents of your videos. Regardless of how well-produced and edited your videos are, without proper Video SEO, you run the risk of being outranked by less relevant content in the search engine results pages (SERPs).
We employ a variety of techniques to ensure that your videos receive the most authoritative search rankings possible for your targeted keywords and phrases.
Our comprehensive Video SEO strategy will:
Optimize your videos for distribution online
- Improve your videos’ user accessibility
- Provide the most relevant keywords to help you achieve strong search rankings on major search engines
- Distribute to the leading online video portals to ensure the highest level of exposure
- Develop an effective keyword strategy that can significantly increase the amount and quality of traffic to your website
Your content deserves to be seen by millions of Internet users worldwide. By leveraging our expertise, you can make your videos your most powerful marketing asset. Contact us to capitalize on this unique opportunity to catapult your business to the top of the SERPs.
Video SEO or VSEO or Video Search Engine Optimization
— No matter what name you use, it is our specialty.Video SEO can Bring You Motivated Customers
Search Engine Optimized Videos are tireless, effective sales agents that drive traffic to your website. This video-driven traffic is much more motivated than standard pay-per-click (PPC) customers. These new customers already have decided that your site is the place for them. They have already pre-qualified themselves by watching your video(s) before they ever came to your website. They know what you do and are ready to take action!
Video SEO Research – Foundation to Online Marketing
Video SEO Research: How to set up a successful Video SEO campaign: Research for Online MarketingThe key steps to a successful Video SEO Campaign are:
1) Research
2) Creating the Video
3) Video Optimization
4) Distribution
5) Evaluation and
6) Modifications.
Video SEO Research includes gathering information about your products, your customers, their buying habits, Internet search KEYWORDS and Keyword phrases that relate. This is one of the most important parts of SEO (Search Engine Optimization) and therefore should be important to you while working on Video SEO.
Video SEO Research
Research is where we start. You will need to know your market. Who are your customers? What are your customers interested in buying that you are selling? How do they usually find it? What is your competition doing to sell their stuff? What keywords do they employ, and is it working well for them?Take a look at your competition’s videos. Click on their links and get an idea of the customer experience they offer. Armed with this valuable information you can match it and hopefully beat it.
Video SEO Research and Keywords
You will need to use the Internet to find keywords or keyword phrases that relate to what you are promoting and also have high search volumes. A useful free tool for this type of research is the Google Adwords Keyword Tool. With this tool you can search for keywords or keyword phrases and see which ones relate to what you are promoting and get the most traffic.What we are working on is getting you Free traffic on the Internet. Just because Google is trying to get you to use their Adwords service with these keywords you are researching, does not mean you need to pay a penny to use them. We are going to work on getting what is called ‘Organic Traffic’. But keep in mind you may want to combine your Video SEO efforts with PPC in the future, so it is good to note the potential costs for PPC on the keywords you end up using.
Video SEO Research and Keyword Matching
There are many different keywords or keyword phrases (KWP) you may find yourself looking through. It is a good idea to adjust the ‘Match’ type when you are doing your research and focus on the most difficult match type which is called ‘Exact’… this means that the searcher is typing in the EXACT same words in the EXACT same order as what you are looking for.When you can find an Exact KWP that has traffic (500-800 or more searches per month is good) and it relates to your stuff, you’ve got a winner. The easier match types like ‘Phrase’ or ‘Broad’ will automatically fall into your results if you focus on the Exact Match KWP, so that is where we suggest you focus your research.
Video SEO Research and PPC
An important factor to consider is running an Organic Video SEO campaign for your videos along with a PPC campaign for your website which gives you the synergistic bonus of showing up EVERYWHERE when someone searches for your chosen keywords. Keep in mind the potential PPC cost to you in the future when selecting keywords for your Video SEO use.
Video SEO and The Keyword Musketeers
You will want to approach this as a battle. Take on your enemy (the lack of rankings) from three different angles. We’ll talk about techniques for this later in the video distribution step. First, start by gathering enough Keyword Juice (keyword sets) to satisfy your video’s keyword requirements three times — even if you only have one video. Keep reading to find out why…Gathering keywords is a fundamental part of any SEO campaign, video or not. Any research you can do on how to best gather the appropriate keywords for your marketing efforts will be time well spent. The focus of this set of articles is on Video SEO so we cannot devote a lot of space to the keyword selection process, but please take our advice and embrace the high level of importance keyword selection plays in the Video SEO and SEO process.
Your keyword choices will be put to use in the video creation step and the optimization step. If you can, you should keep those keywords in mind when you create/film the video in order to influence the video’s content. You’ll definitely be using the keywords when it comes to optimizing your video postings on various video hosting websites.
Read the next segment on Creating the Video…
Video SEO – Video Creation
Video SEO Video Creation: How to set up a successful Video SEO campaign: Creating the Video
The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.Video SEO Research includes gathering information about your products, your customers, their buying habits, Internet search KEYWORDS and Keyword phrases that relate. This is one of the most important parts of SEO (Search Engine Optimization) and therefore should be important to you while working on Video SEO.
Video SEO – Video Creation with Proper Focus:
Research clearly shows that an Informational video is far more interesting and shareable than other types of video. Use concepts like ‘How to…’ or ‘Information about…’ or ‘Why this vs. that is better’, etc. When considering what your video should be about, see if you can answer some common questions you know people have about your stuff or your industry.Offer helpful advice, a tutorial, or helpful tips in your video. Ask and answer common questions about your product or service.
If your video is seen as “useful” or “helpful” it is much more likely to be shared (very important) with others and thereby generate more traffic as the days go by. Whenever you can, you’ll want the content of the video to relate to the keyword research you did in step 1.
Your Video is Your 24/7 Sales Agent
There is a lot that goes into making a short yet powerful and compelling video. Think of it as a mini-sales agent, it has to give good information and encourage action (close the deal). In this case closing the deal means compelling the viewer to come visit your website and do or get something once they arrive.
Video SEO Video Creation and the Call to Action:
The basics in any good sales presentation will always have at least one good call to action (CTA). Your video should as well. Show them some but not all of your stuff and tell them if they visit your website they can see it all, get the answer, see the results, etc. Make your CTA enticing & obvious.
Video SEO Video Creation and Website URLs:
You will want to make it easy for the viewer to get to your website. Most video hosting sites do not make it easy to have a direct link in an obvious place to your website, so add it visually in the video. It will not be an active link (one they can click on), but if it is visible long enough, they’ll get the hint. I even suggest saying the name of the link, that way you can have the text for the site show up in your closed caption text file (which is index-able by Google).A common place to add your website address (URL) is in the “bottom third” of the video and let it run the entire length of the clip if practical—this URL text is usually a visual aid only and not clickable.
Video SEO Creation and Video & Audio Quality:
Most any contemporary video camera will give you good enough quality for online viewing. HD quality is preferred, and in the near future will be expected. But don’t let the inability to record in HD stop you from getting started, Standard Quality is better than no video at all.Your Audio quality is actually more important overall than the video quality. Be sure the Audio is clear and loud enough to be heard. Using better mics is a better place to spend your money than a wiz-bang camera with lousy audio. You may want to invest in an external mic to record rather than relying on the built in mics on many cameras or phones.
When we use the term Video Optimization on this site, we are speaking about improving ways for your video to get found and seen, not the ‘technical’ definition on a video’s quality. We specialize with the type of Video Optimization that improves a video’s search engine rankings (the next step).
Video SEO Optimization Tips and Techniques
Video SEO Optimization: How to set up a successful Video SEO campaign: Video Optimization
The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.Video SEO Optimization of your Video can mean many things. You want the content of the video to match the keywords you chose from your Video SEO Research step. Engagement and high Search Engine Rankings are our goal. The primary focus should be on the use of the keywords in the Title, Tags and the Description that you upload along with the video to the hosting site (YouTube & others). You’ll want to use the keywords frequently yet not get too weird in how you use them—gone are the days when people tolerate nothing but keywords in what they read.
VSEO Optimization – Optimizing Your Video
Video Optimization can mean making it look good—choosing the proper video format, etc., but in this instance we are talking about the proper use of the text that will accompany or surround the video on the hosting site (aka YouTube and others) known as the TITLE, TAGS and DESCRIPTION text. Another more techy name for this stuff is ‘meta data’.This is the stuff that can make or break a Video SEO campaign. It’s time to apply what you learned in step 1 (Video SEO Research) to your video. Not so much in the content of the video itself, but in the keyword-rich meta data that will accompany the clip.
Video SEO Optimization and Search Engine Results
You’ll want your video to rank high in the search engine results page (SERP) when someone searches for your chosen keywords…not only on the video hosting site (i.e. YouTube Search Results) but also on the web (Google, Bing, etc.) — this is all part of Search Engine Marketing or Online Marketing.You’ll know you’ve got a winning combination if your video ranks well in both a Google & YouTube searches. The holy Grail here is getting one of those little Video Thumbnails to show up in a Google search! Hard to get but possible if you do the right things…its part Science, part Art!
Video SEO Optimization and Keyword Use
The Title, Tags & Description text you choose will all be searchable. Even though you know you want a catchy Title to your video, try to use the keywords you chose as much as you can in all three places (Title, Tags & Description).Try not to use too many different keyword phrases per video submission (also known as a Deployment). You’ll want to use your Keyword sets verbatim in the Tags area, just type ’em in separated by spaces on YouTube and commas on other sites. While in YouTube, if you want two or more words grouped together as a keyword phrase, add them as a Tag surrounded with quotes – “Video SEO”.
To date, YouTube doesn’t seem to mind the use of many different Keywords as Tags. It appears to be smart to put your most important Keywords first in the TAGS section, as they may get more traction than the other keywords listed there. Other parts of SEO can have an issue with too many diverse Keywords used for one page/post, so keep that in mind when you tie your Video into your other content.
Video SEO Optimization and Video Titles
The Title of your video submission plays an important role in Video SEO. The tricky part is to use the keywords in your video’s Title properly. You’ll want it to make sense when it is read, but also want it to rank well in searches.Generally speaking, the closer your main Keywords are to the left part (beginning) of the Title the better. It is usually best to keep the branded words or other non-keyword related text further to the right in the title (contrary to many ‘branding’ focused manager’s opinions). The reason is we are usually trying to capture the traffic that is looking for your Keywords, not those looking for your Brand name.
This is one of the biggest challenges in Search Engine Marketing! If you err to one or the other however, go for the better search engine ranking, even if it messes with English (sorry Mom!). Search Engine Ranking wins out over grammar!
This usually means using the best keyword phrase at the beginning of the Title whenever possible. If your main keyword phrase is “Dog Grooming”, then try Titles like: “Dog Grooming Tips – the best Dog Grooming for your dog” or “Dog Grooming made easy – Dog Grooming anyone can master”. Get the idea? Repetition is important as well as position in the Title.
Video SEO and Description Text
The description text for your video is where you will want to sneak in the LINK TO YOUR SITE. Use a fully formed URL (i.e. include the “http://www.” in front of your website address). This allows for the link to become LIVE! (at least it is live in YouTube). So your viewers can simply click on it and here they come.We see so many people come so close, but without the h’s and t’s it just won’t be a live link! Also, try to use a URL that is not too long (even if that means you have to do some fancy re-directs to get it to where you really need it to go) It’s a visual thing though many times the Video site will only show part of the link if it is too long.
We suggest that the Link to your site be near the beginning of the description because it will then be visible without the viewer having to click the “more info” link. If they do click the “more info” area, then wow them with some great encouragement text about visiting your site and include another clickable link or two the get them moving on to your web site. Look around a bit on YouTube, you’ll see how it’s done.
Video SEO and A Call to Action
The video’s Description area is where you get to encourage readers to visit your website. You will need to answer this question there: Why should a customer visit you rather than just watch another video? Make it a compelling reason – Motivate them and they will come!The description text should include your keywords (again) and a call to action via a compelling offer that will only be realized if they visit your website. When using keywords in the description area, try using those keywords in a useful way, like turning them into questions. This is the place to let your grammar and skill in turning keywords into readable text shine!
Still wondering why you needed 3 sets of keywords–even if you only have one video? Read on, the answer is next.
Video SEO Distribution – Getting the Word Out
Video SEO Distribution: How to set up a successful Video SEO campaign
Getting the Word Out: Video DistributionThe key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.
Video SEO Distribution of your video means getting it out there on the Web. Uploading your video to YouTube is a great start, but there are many other video hosting sites that let your tireless electronic sales agent–your video–broadcast its message 365 days a year, all day and all night. What’s even better is that most of these sites are FREE! This step is where you get to be creative in the distribution and duplication of your video submissions.
Video SEO Distribution
Video distribution, in the most basic way of looking at it, means uploading your video to various video hosting sites with YouTube being the primary location. YouTube gets the most video traffic and because of its relationship to Google (the king of search engines), it proves to be helpful for non-video site search rankings as well.When you send the video out to various hosting sites you get the advantage of volume on the web as well as presence. If a potential customer happens to be looking in various places for video content and they see you everywhere they look (especially if you rank well everywhere) then you are the most likely candidate for their business.
Video SEO Distribution Location and Volume
Remember the Video SEO Research you did? It not only helped you get great Keywords which were invaluable for the Video SEO Video Optimization step, but it helped you know where your customers looked for your type of products and services. Be sure to get your videos working for you in those locations as well.
Video SEO Distribution and Focus
You may remember that in the Video SEO Video Optimization section we spoke of the need to limit your keywords to a maximum of 8 per video and we hinted that less is better. That was because of Keyword Dilution factors. But some of those keywords you found are really good and you just gotta’ use them right?If you are like most of us you’re saying, “My product or service does so much more than what just 8 keywords let me talk about”. The real issue here is Focus. While we don’t advise your product focus be so diverse as to be distracting (“it’s a dessert topping & a floor wax—just look at that shine!”) we do however, encourage the use of multiple sets of keywords, even if you only have one video.
Video SEO Distribution – Additional Keywords
The extra “keyword juice” we told you to collect in the Video SEO Research step – remember the Three Keyword Musketeers? – will come in handy in creating another version of the same video but this time with a different focus.This is a valuable way to call those other keywords to action—“One for All and All for One”. Use the additional keywords you collected to optimize a different copy of your video which will end up having a different focus. We call this modified duplication “Multiple Deployments” of the same video content.
Make a copy of the same video, but when you submit it to the various hosting sites you change some of the Optimization Factors.
Each Deployment of the video can utilize a different Title, Keyword set, and different Description text to match. If these terms or concepts don’t make sense, then you may want to review the Video SEO Video Optimization step in this article on Video SEO Campaigns.
Video SEO Distribution and Searches
These techniques not only give you more volume on the web, but can allow your video to be found by different customers that use different searches.Who knows, the exact type of customers that really get charged up by your videos, may be searching for a totally different set of keywords than you thought at first. When/if you figure that out (part of the Evaluation step), this technique lets you react to that new information and publish a new set of Video Deployments that address that need without having to create another video. Again, we call this technique using different Deployments of the same video content.
Video SEO Distribution Deployments
Depending on how much you will be monitoring the leads you get (and which exact video deployment they came from) you may only want to make very subtle changes per deployment. If your chosen methodology allows you to monitor leads closely, it is wise to have different URL’s be the landing pages (web pages pointed to by the video) so you can track the number of visits inspired by each different video deployment.Another methodology used for a different phase of your campaign affords you to make massive changes to your Keywords, Titles and Description text. Use this methodology if you are not sure yet how to best narrow your focus. But… for the sake of all of us in the video community, please use Optimization text that relates at least a little bit to the content of the video itself, not just to fish for response rates to certain keywords — the practice of this kind of “fishing” is called Spamming and is frowned upon by the online community and could cause your videos and/or account to be shut down.
Video SEO Distribution Formats
Another important technique is to make different deployments by changing the file type. This overcomes some video hosting site’s objections to multiple videos with the same content (what we call different deployments). Most sites will accept your videos in different formats, so you can save and export the video into 3 different formats and upload with 3 different sets of: Keywords, Titles, Descriptions, etc. and not be in any violation of the hosting site’s rules.
Video SEO Evaluation or Tracking Your Leads
Video SEO Evaluation… How to set up a successful Video SEO campaign
Tracking Your Leads: Evaluation
The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.
Video SEO Evaluation – Tracking your video (or tracking your lead sources) means asking the questions: “Did it work?” and most importantly “Why or why not?” – then getting answers!
It is pretty common for people to spend time and money setting up online marketing (or marketing of any kind) with the hope or expectation that it will work! But they spend so much time getting it ready and launched that they never get around to asking these important questions before they jump into some other pressing project. We will explore some techniques you can employ to evaluate or track the results of a particular video or Video SEO campaign so you can make wise decisions on its performance.
Video SEO Evaluation
Video SEO Evaluation & Lead Tracking
So you’ve got your wonder video up and in many locations on the web. You made it chock full of the proper keywords for your audience. So here come the leads to your website! Great, right? Sure, but if you don’t know which video is sending you the leads you like, then you still have some work to do.If you have multiple deployments of the same video, do you know which one is working the best for you? Is it the video, the keywords, the location the video is posted, the landing page the video points to…? Evaluating all these factors and more can take a lot of time, but it is time well worth spending (or having someone else do it for you!).
Video SEO Evaluation: Setup
There are certain things you must keep in mind when you set up your Video SEO campaign. You need to be able to evaluate the results of your videos—you need to track their performance. If you had sales agents that were under-performing, you would try to help them improve their performance or get rid of them. The same holds true for videos you send out into the big bad www-world.Setting up a system so that evaluation or performance tracking can happen is very important, but first you must decide what it is you want to track and why.
Video SEO Evaluation: Did it work? – Define Success!
In order to ask the question: “Did it work?” you need to have a clear understanding of what success means. Is it enough to know that thousands of people have now been exposed to your name/brand but that is all? Is it enough to see the traffic to your website increase even if orders do not? What is success for you will not be success for someone else. Only you can define what success is for your situation.For some, getting people to view their website and signup for a newsletter, leave some contact information or subscribe to a Feed is great because their sales process is part of developing a relationship with their customers. They employ a multi-step sales process so they can employ the follow-up apparatus they already have in place (or wish they had in place!). For others, they need an order now!
Clearly define your expectations so when you evaluate the performance of your Video SEO campaign you can make your strategic decisions based upon an established standard not just the feelings of the day.
Video SEO Evaluation: Focus Points or Landing Pages
Once you have decided on what you are looking for, you will need to know which video, if any, is working to that end. The good part is you now have many videos out there trying to get you that coveted response. The bad thing is that there are lots of them to track and if you don’t know where to focus your attention, you will get lost.Establish “video landing pages” on your site that each video deployment will point to so when visitors click on the links you tell them to visit in your videos, you will know where they “Landed” on your site. If you have 3 video deployments out there (each with their own different set of keywords) you should have 3 different landing pages to match.
These landing pages do not necessarily have to look any different from each other but they will need to have a different URL address and each one will need to hold some code to measure the amount of visits and from where they have come. This code allows for on-page analytics. Google offers this type of code for free as part of their Google Analytics program. You may already be using this or some other analytics technique deployed to measure traffic on you site, just be sure the video landing pages have the code in them so you can track what happens there.
Video SEO Evaluation: Analytics
Analytics code can help you know which location of your video sent you the customer. Even if you have that particular video deployment posted on 20 or more locations (each of which telling your customers to click on the same landing page URL) the analytics program can track how many visits came from YouTube and how many came from the other places showing off your video.You will need to establish a Baseline for your measurements (analytics) as to the performance of certain videos based on their number of views on the video hosting site vs. the number of visits to your website they inspire.
If, for example, video deployment A gets you x number of visits and y number of conversions (you decide on what a conversion is… could be an order, could be capturing a name, or simply a visit to the landing page!), then mark that down for a certain period of time as your baseline against which to measure other video deployments. This baseline can also be used to compare the value of any future modifications to video deployments.
How to decide what you want to change and what to keep is part of the refinement process which is outlined in the next and final step called “Video SEO Modifications”.
Video SEO Modifications
Video SEO Modifications: How to set up a successful VSEO campaign: ModificationsThe key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications.
Video SEO Modifications – Making changes to your Video SEO campaign means making incremental adjustments to your campaign based on the facts you have gathered in the previous Video SEO Evaluation step. Recording and tracking your modifications is very important. In this article we will discuss what you will want to document to help with testing the results. Modifications can be used to test the limits of a good area of your campaign and to improve the results of a poor area.
Video SEO Modifications
Here is where you put the data you gathered in the previous Video SEO Evaluation step to work for you. The modifications you make to your Video SEO campaign can make things better or worse so you will want to track them carefully. The baseline you established in the previous step will help you determine if a particular modification you have made is helping or hurting.Keep close watch and document each and every element you modify and track any changes it makes against the standard (the baseline). Don’t begrudge any declines in conversions, visits or submissions. The information you gather on these changes will be helpful in understanding how your customers react to the changes you try.
Knowing what not to do can be very valuable for future development. The data on response rates, either for better or for worse, should be chronicled so it can be used in future evaluations and modifications.
Video SEO Modifications to Video
When we speak of making modifications to your videos it most likely does not mean changing the actual content of the video. It usually means making adjustments to the information surrounding the video such as the Keywords, Description or even Title of your video (the meta text that accompanies the video submission on the video hosing site). One common area ripe for modification is your “call to action” (usually in the description text). Make adjustments to this element and you could see vast changes in your resulting visits.With a more aggressive call to action you may see increased visits to the website, but if the larger number of visits do not increase your conversions (over what you had before: your baseline) you may want to try another approach. Sometimes a more subtle call to action – especially if repeated tastefully – may get you fewer visitors, but the ones that do visit are properly motivated and you get a higher percentage of them to convert. Much of it will depend on your product or service as well as your target audience.
Video SEO Modifications to Landing Pages
Don’t limit your modifications to the just video’s meta text. You may have just the right mix on the video side, but remember you want them to visit your website to take action there. So you may want to fix your modification gaze on the landing page(s) on your site.If the page where the prospect lands makes them feel ‘let down’ then they will most likely leave right away without doing what you got them there for. In this case your Analytics Program will record what is called a high “bounce rate” for that particular landing page. Your landing page should have a bounce rate of less than 50% (unless this same landing page is a multipurpose page that welcomes them and closes the deal all in one page).
Video SEO Modifications: So much to try!
Once you have established a baseline against which to measure, there should be many areas ready for modifications. We suggest a structured approach so not everything is in flux all at the same time.If you followed the Video SEO distribution step’s suggestions then you should have multiple video deployments that point to multiple landing pages. Don’t try to make too many changes all at once, since you may not know what is causing the change for good or bad.
Be very meticulous in your changes and recording the results. It is even a wise idea at times to make a modification, record its results for a period of time and then undo those changes to see if the results return to the match the previous version (the baseline).
You may find that timing plays a part in your results. Many businesses have seasonal changes that affect their success/conversion rates. You can quantify these seasonal effects by returning to baseline tactics during different times of the year to see how customers respond to the very same campaign components but at different times of the year.
Video SEO Modifications – Step By Step
One important key here is to make your modifications in a way that you can track not only what you have changed, but what the results of those changes are. You will want to return to the baseline standard and make a different modification to compare the rate of change.Perhaps your first modification was to Change the Title of your video and leave the rest alone. After keeping track of that change for your testing period, you can Return to the Previous Title and now try changing the text a bit in your Description area. Record the changes and the results.
Keep in mind your keywords should be utilized in your Titles and Descriptions so don’t go changing your Keywords too much without making the appropriate adjustments in your Titles & Descriptions to match that change. Having mismatched Keywords and Titles is almost a guarantee of poor results on the video side because it weakens the SEO component of your video.
Video SEO Modifications and Expectations
To pull a quote from the previous step…“You should clearly define your expectations so when you evaluate the performance of your Video SEO campaign you can make your strategic decisions based upon an established standard not just the feelings of the day.”
We want you to make strategic decisions here so please remember that your expectations for the campaign will help you determine if a change in response is good or bad. You must keep these established expectations in mind when measuring any results you gather. Just because you increase visits to a page, if it does not meet your conversion expectations, does not necessarily mean you have been successful.
Video SEO Modifications: A Process – But Worth It
As you can see there is quite a bit involved in making your Video SEO campaign perform properly. If given the proper level of importance, you can make this type of campaign the best part of your marketing efforts. If not, then it may seem to be simply a “me too” effort to get video on the web. Hopefully these steps in the “How to Win at Video SEO” articles have been helpful or at least thought provoking.If you feel you would like some assistance in any part of the way to getting your Video SEO campaign up and running or refined, let us know and we would be happy to see if we can lend a hand. Ask any question you have on our Contact Us page and feel free to engage with us on Google+ or in the comments areas of many of our posts.
We are glad you made it this far and wish you the best in implementing these steps in our step-by-step guide for building a winning Video SEO campaign using Video to drive targeted, motivated traffic to your website.
Once we have analyzed your market and researched Google’s own search data, we’ll gauge the work required to get you on page 1 and submit a detailed proposal. Other than a small set-up fee, there will be nothing more to pay until your videos are on Google page 1!
1. We’ll uncover exactly how many, and what, your prospective clients are typing into the search engines each and every month to find YOU.
2. Agree on the best keywords that would best work for you.
3. Get to work on optimizing your videos to rank in Google ahead of your competitors.
Submit your details today and your videos could be on Google page 1 just weeks from now… Consistently driving new prospective clients to your business or services.
Edward Kundahl, Ph.D., M.B.A.
www.BusinessCreatorPlus.com and www.SmartestPhoneApps.com
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