When it comes to video SEO, there’s a lot to keep in mind.
Here are four things you really need to consider, though, when developing your video SEO strategy.
1) Name Your Video with Keywords
Having keywords in your Web page or blog post’s page title has been a staple of search engine optimization for years, but the same should be done for your videos. You want your video’s title to fit into how people who searching for content like your video think. This makes it more likely for your video to appear on search results pages.
Google makes the process of using keywords in video titles easy through its Keyword Tool, part of Google AdWords. Use the tool to identify the most-used search terms related to what your video is about. And, now that Google Trends is analyzing YouTube data, you can see which keywords are most popular, and how they’re trending over time.
2) Get Others to Link to It
Another tactic in basic search engine optimization that can benefit your video SEO strategy is link building. The more sites linking to your video, the more likely it is that your video will catch a search engine’s attention.
One way to do this is to have a video others want to see. Maybe your video is really entertaining or highly informative.
Along with highlighting the video in your social and email marketing efforts, you should reach out to bloggers you think may be interested in your video. See if they’ll link to or embed your video in a post on their site. Post a link to your video on sites like StumbleUpon, Reddit and in appropriate LinkedIn groups.
If your video is good, once you start distributing it to the right audience, the audience will start doing the link building for you.
3) YouTube, YouTube, YouTube
This may be a no brainer, but a lot of brands still don’t put their videos on YouTube. Everyone knows YouTube is great for social sharing, but it’s also the world’s second largest search engine.
If your video isn’t on YouTube, it can’t be discovered by YouTube’s 1 billion active users. And it won’t be part of a search engine that’s bigger than Bing or Yahoo.
4) Make a Video Anyone Would Watch
You sometimes hear a brand complain they made a video, and no one watched it. When you ask if they really thought it was a good video, often the response is something like, “Yeah, if I was interested in the subject matter.”
Online video doesn’t work that way. For a video to be watched, for a video to generate the kind of link building we mentioned earlier, it needs to be interesting enough for anyone to watch it. Few people, even if they’re interested in a particular subject, will sit through an uninteresting video because in today’s world you can most likely find another video on the same topic that is interesting to watch.
Of course not everyone is going to watch your video, and that really isn’t your goal. Your goal is to create a video interesting enough that anyone could watch.