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How to Optimize Video for SEO

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Videos and video content pages can be optimized for search engine visibility so they appear in the search results for target keywords. Don’t assume that posting videos on YouTube will mean they will rank better because Google owns YouTube. Video SEO comes from taking the right steps to be indexed around the right keywords.

Video SEO Best Practices

If you want traffic to your videos from search results pages, follow these best practices.

  • Pick the right platform for your videos. While all video platforms support SEO, some are better for particular goals. If you care about traffic acquisition and leads, a specialized video host like Wistia can be a good choice. If you care more about building a social following, YouTube, which has it’s own powerful search, is likely the best option.
  • Know your keywords. Find out what people are talking about or asking. Answer questions with your content and make sure your videos fully satisfy those questions. When writing content for your video pages include the terminology viewers use.
  • Add captions and transcript for your video. A full transcript of the content on the page you want to rank instantly makes everything available to search engines. It also makes your content available for people who’d rather read what you have to say than watch a video.
  • Write great titles and descriptions. Make your titles and descriptions unique, keeping within the standard meta-title length of about 70 characters.

Make Sure Your Videos Are Crawlable

The pages that have video content must be reachable by search engines. The same goes for the videos themselves. If you host them on your site, don’t forget to make them available to the outside world. Be sure nothing prevents resources crawling in the robots.txt file.

These Social Media Trends Boost Relationship Marketing

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Last year changed a lot of things including social media. Current trends in video use, e-commerce and social listening have potential to enhance relationship marketing impact.

Social media will continue to  play a role in how brands interact with their audience, share content and break into new markets.

More Opportunities for Video Content

Video content online gets attention. TikTok, Instagram Reels, and YouTube are all demonstrating that video can connect brands with their audience. A recent report by Zenith Media predicts that the average person will watch 100 minutes of video daily in 2021.

Marketers should make use of the power of short videos, live streaming, and Instagram stories to define their company’s voice, put a human face on thought leadership, and create compelling content. Video content makes connections and generates engagement. It is an essential relationship marketing tool today and will continue to increase in importance.

Let Listening Be Your Guide

It is not enough to post content on social. You need to listen and let the information you learn guide your efforts.

Listening, or paying attention to what others are saying and doing online, lets you know what people are interested in, how audiences are reacting to messages, and to address customer needs.

Listening and engaging with content from others lets marketers add their voice to important content. This solidifies relationship online as being a two-way exchange and expands the brand audience beyond followers.

E-commerce Presents Opportunities

E-commerce is flourishing on digital platforms. People are doing more and more of their buying online and brands that offer that experience are poised to meet their needs. Create all-in-one experiences where people can learn about what you offer and make a purchase.

The World Has Changed, So We Change the Way We Create

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Guest Post by Anna Davalos, Owner, Alejo Media

If you haven’t already realized, we are officially a video-centric world. The pandemic didn’t make this so, it just accelerated what we video producers have known. Video reaches the world.

Of course, before Covid we did everything in person – we filmed you, we interviewed you, we invited you in to sit with our editors as we worked on your project.. But just because it’s tougher to do this now doesn’t mean we can’t create beautiful videos just for you!

To name a few:

Graphics! Motion and animated graphics are a great way to illustrate exactly what you want. These 3-D images come alive to create your vision, especially the “what ifs”. If you can imagine it, we can create it with graphics.

The images you envision may already exist! In stock footage. We pros often turn to stock images when we can’t film ourselves. This can be a great option when filming in person just can’t be done. It’s professional, can be very high resolution, and help fill in gaps in projects. We also have the option of previewing these images before buying them. So you don’t have to pay for images you don’t want.

Maybe we can’t film your employees on their computers. But you can. User Generated Content (or UGC) is all over YouTube. And while you aren’t a professional videographer, our team can give you tips on how to film what we need. We can give you the audio equipment and our editors can give it that very professional finished look and sound. We will walk you through the filming process. Given this pandemic the public wants to see authenticity. We are all in this together. And employees helping their companies succeed is very authentic. It will give your clients a sense of inclusiveness.

Let’s talk photos. A good editor can create miracles with a beautiful still photo; make them move, sparkle, even rain. With creativity, artists posing as editors and powerful software photos take on new life.

Life is different now, the way we create has to be different too. And it can be just as impactful, creative and unique as you.

About the Author

anna davalosAnna Davalos is an award-winning video producer. She started her career as a television news producer and has traveled the globe covering everything from politics to the Olympics to climate change.

Her true love (besides her family) is storytelling. Everywhere she goes Anna learns something new, and she brings that experience to your project, to create unique, one of a kind video just for you!

Anna also hosts a podcast with her PR partner Ashley Bernardi. It’s called 2 Girls Talking. She lectures at universities and delivers video training workshops.