4 Ways to Optimize Rich Media Search
3. Make sure to have high-quality proprietary video. "Optimizing for search is meaningless unless what people find when they search is worthwhile," says Gordon Magee, Internet marketing and analysis manager for Drs. Foster and Smith of Rhinelander, Wis.
Shoot in high definition with an on-set art director, notice the spoken line delivery as well as the audio quality, ensure that good content is portrayed compellingly, and think in terms of how the video will be a reflection on the brand. "Like it or not, once you use video online, you are instantly competing with multimillion-dollar productions," Magee says. "You don't have to spend a million to get a good production. You just need your video to look like you did."
4. Make videos supremely search engine friendly. "Search engine readable content is still king, and normal SEO principles still apply," Magee says. He advises companies to:
- Use keyword-rich captions and copy near videos.
- Point links to videos using appropriate keywords in the anchor text for inbound links, or links to the company site from another site. The keywords will help the search engines know what the video is about.
- Attach meta-tags, which let search engines know how to classify the Web page.
- Build out a wrapper, which groups keyword phrases for search. Make sure it's not an image and that it contains search engine readable copy.
- Use keywords in the "alt text," or text that will appear for customers who don't want to or can't access the video image.
- Title the video file using keywords.
- When a video transcript can be attached, do so.