Online video has made a huge impact on the business world, due in part to lower costs, less television usage and ease of access. If you want to reach your audience, engage prospective customers and increase click rates, video is the medium for your business.
But how should you share your video – on a website such as YouTube or on your own server? YouTube allows you to post and share freely but it also lowers your website traffic (Heard). If you have ever watched a YouTube video, you know that advertising is both irritating and time-consuming. The option to host your own video for your website will eliminate advertising and allow you to customize your video to suit your website.
John Heard of Search Engine News released a great article detailing the “9 SEO Essentials for Your Hosted Video” and here at C&W Web Developers, we want to share those tools with you.
1. Name your files with search engine optimization in mind
When naming your video file, ensure that it includes the content’s most relevant keywords. This will make it much easier for search engines to find your video. Dates or video file numbers are not sufficient file names. Name your video based on the topic.
2. Provide a call to action
All content must have a purpose. In order to further engage the viewer, lead them to your website, invite them to take a survey, ask them to follow your business on Twitter or even write a review on Google+. The end goal with self-hosted videos, after all, is to educate and keep viewers on your website for longer periods of time, which will contribute to building your brand.
3. Create a series
Keep your viewers engaged by answering each question or delving into a topic in a separate video. Link to these videos within other videos at relevant moments. For example, if you have a video on choosing keywords and mention a short snippet on how to conduct a keyword audit during a video, provide a link to a separate video where you demonstrate keyword auditing within your keyword choosing video. Further, create a variety of playlists on specific topics. Set them to auto-play to allow viewers to continue to learn more about your expertise.
4. Use keywords within the content
Use text to spice up your video. Add short title sequences, definitions and relevant keywords to mix it up and capture the viewer’s attention. Consider ending on a question and posing it with text. Some video bloggers or “vloggers” include viewer questions and comments in the end of their videos. Including these screenshots can create community as well as differentiate your business’ content.
5. Focus on audio
Your audio clips should be easy to transcribe. According to John Heard, “YouTube is working on video transcription,” which will increase your video’s searchable reach. If you script out your videos, ensure you are including many relevant search terms.
6. Keep it fresh
Do not mention current dates or events in your videos. This will allow your content to remain more relevant to viewers who watch it two or three years down the line. Of course, some things will change, but you have the option to share out these videos or repurpose them to suit future content creation.
7. Choose relevant sizing
Video sizing has changed from a “full screen” look to a “wide screen” experience over time. When choosing your video’s sizing, go with a size that is at 16:9 or exceeding that in width (Heard).
8. Showcase your business or personal brand
Let the viewer know who created the video by showing off your logo, providing contact information and link out to your website (Heard). Include your logo in the beginning or end of the video and consistently display it in a corner in all of your videos. Not only will this identify the creators, but it will discourage others from trying to use your content as their own.
9. Utilize your social channels
The best way to reach your audience with content is to go where they spend increasing amounts of time – social media. Share out your video across your social channels. Ask engaging questions in your posts to captivate the audience and encourage viewing.
Now you know how to get the most out of your video creation on your hosting platform. Share what has worked best for you and what would you never try again? What tips or suggestions would you add to this list?
J Heard. (2015, Feb). Leverage Your Video Content Like the Pros to Skyrocket Your Site’s Traffic. Retrieved from http://www.searchenginenews.com/se-news/content/leverage-your-video-content-like-the-pros-to-skyrocket-your-sites-traffic