Does Optimizing Promotional Videos for Google Search Pay Off?

Inbound marketing: The sheer spectrum of possibilities for lead generation can be daunting. Do you know what it takes to tap into today’s top marketing channels? To help readers benchmark their knowledge and get on the right track, we asked industry experts what they saw as the seven most important questions about around inbound marketing today, and how marketers should answer them.
Does optimizing promotional videos for Google search payoff?

a. As long as you have a quality video, you don’t need to fret over Google optimization. Google will find your videos.

b. Labor intensively over title tags, keywords and other metadata to ensure your video is noticed.

c. Video is over as a Web medium—there’s simply too much video out there to expect a marketing home run here.

d. Keyword stuffing also has big payoffs in video.

Answer: b. Labor intensively over title tags, keywords and other metadata to ensure your video is noticed.

Sadly, the Web is littered with untold numbers of videos buried deep in search engine results, simply because their creators forgot to take a few minutes to optimize those videos properly for easy searching.

“The more you can do under the hood to help search spiders understand your site, the better off you will be,” says Cyndie Shaffstall, founder of Lakewood, Colo.-based online marketing firm Spidertrainers.

Some key tactics for optimizing videos for Google:

  • Include directly relevant keywords in the title of your video, and summarize your content in 25 to 30 characters.
  • Use YouTube to add search tags to your video on the YouTube service.
  • Use YouTube to add captions to your video for better indexing.
  • Link videos to related YouTube videos or channels and ask people to share them with others.
  • Check the Google Webmaster Tools website for the latest recommendations on tagging and coding video.
  • Post your video on YouTube and your website, so its creation gets the most exposure to Google and other search engines.
  • Post only one video per page on your website, and optimize that page with keywords and text directly relevant to that video.
  • Encourage friends, partners and others to embed your video in their newsfeeds on Facebook, thus ensuring great exposure and hopefully a flurry of clicks when your video is first posted.

“Utilizing proper tagging is just the first step to having videos and other media properly optimized, along with verifying your data is correctly marked up with structured data tagging. Also pay attention to the details,” says Jonathan Searle, SEO/SEM consultant with The Pedowitz Group, a Milton, Ga.-based marketing agency. “Does the video offer captions, descriptions? And if so, how many languages are they in? Do you currently have any video intros and/or outros that offer engagement and calls to action? Think, what do you want this video to drive in behavior/actions?”

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