Barry Clifford

Search Engine Optimization for Video Content

More and more marketers are realizing the importance of including video content on their websites. According to Dr. James McQuivey of Forrester Research – watching a minute of video is the equivalent of reading 1.8 million words – and this translates into greater understanding of your product or service and higher conversion rates. If done right, the positive impacts of video content on websites can include more active user engagement and better positioning in search results among many others.

But how does video fit in as a content marketing strategy? While certainly the content of your video should appeal to prospects at the top of your funnel, what can you do to give your video the best chance of being found by people who will be using search engines to research your product or service? Check out this presentation that outlines several best practices to get the most SEO Juice out of online video.

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Here are a few key takeaways from the presentation:
  • The context is what counts. All of the textual content accompanying your video (titles, tags, descriptions, transcripts etc.) is really the only thing that spiders can understand and so they should be optimized for your desired keywords and phrases.
  • External links. Maximize the number of links from relevant external websites to your content. If sites to which the search engine has granted authority are pointing to your content, then search engines will assume your content is relevant to the same topics.
  • Users’ behavior. If users immediately back out of the site once they've clicked a link to your content from a search engine, then the search engine will assume that the content wasn't useful and therefore demote it in importance in search results. It is critically important therefore that your video content be very relevant to the phrases and keywords that you're targeting with your campaigns.

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