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OnSite Local : Home > Video Search Marketing (Part 1)
Brand Visibility Online. Social Media Marketing. Small Business Website. Popularity Online.
Video Search Marketing - Video search is growing!
Video Search Marketing is on the rise, and is becoming a big factor in internet marketing and increasing user engagement.
One example is Evian Live Young with their Evian Babies Video, their video has been viewed over 10,713,945 times, imagine this to be your company video.
Statistics in comScore's Video Metrix, U.S. Internet users viewed 14.5 billion online videos in March, up 11 percent from February. To compliment the numbers, look at (Susan Boyle's YouTube video's).
YouTube, as you know, is still king of the hill with almost six billion videos showed and more than 100 million unique visitors in March. Fox interactive comes in second, but comScore predicts Hulu will surpass them this month.
Opportunity is Knocking with Video Search Marketing
With Internet video becoming a major factor in internet marketing and the search engines integrating towards video content, there's an opportunity to leverage this medium for your Search Engine Optimization efforts. We'll focus on key components for optimizing for video search, many which run parallel to traditional SEO best practices:
- Keyword research
- Video production
- Landing pages
- Distribution and keyword placement
- Tracking/analytics
Keyword Research
Before producing your video, you should have performed the proper keyword research to identify the top-performing and commonly searched keywords. These should be embedded in your verbal script or commentary.
Some search engines have the capability to convert speech to text and then index the results. These keywords should be infused within the title, description, and even the file name and URL, where possible.
Use a good keyword tool to identity different keyword phrases. Go for the long tail keywords in this case. More specific keywords are better.
Video Production
The first step in optimizing for video search is the video itself. You can either hire a professionel or do it yourself. Your choices range from college students to full-fledged production companies.
As you consider which one to use:
- Imagine who is your audience. Do they need a perfect video, or is semi-pro OK?
- Videos that are polished come across as an advertisement and turn users away.
- There's something to be said about producing a video that seems more down-to-earth.
- So how long should your video be? A good rule of thumb is from 30 seconds - 3 minutes.
- How much can your audience handle.
- Enough time to get across your point with a call to action, don't bore them to death.
Also, consider how to produce a unique video. With so many videos out there, how will yours stand out, be memorable, and cause people to tell their friends about it?
Consider the folks at Evian Live Young with their Evian Babies Video? To illustrate the power behind their water, they produce videos that show their product is fresh like water and young and entertaining like babies. This demonstrates the products capabilities while also being very viral and entertaining.
Landing Pages
Before uploading and distributing your video, decide where you want to direct people who see your video. Suppose your video has a call to action that causes the viewer to want to know more about your product or service.
You'll need to designate a "landing page" that will provide that detail.
This landing page can be:
- a Facebook page
- a blog
- a Web site
- business page in a directory
Tag that landing page for analytics purposes. This will help you see how many people acted on your video and wanted to learn more.
Once a prospect views your video, they've begun a journey that will ultimately lead them to a mutual goal or a conversion for you. It's your job to lead them one step at a time beginning with engaging them with your video then to your landing page and on to a purchase or other type of conversion.
learn more about Video Search Marketing continued, we'll look at distribution sources and embedding the right keywords with your videos, and tracking and measuring your video's performance.
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