…So, your e-commerce website has been up and running for awhile.
You like the design, you’re making some sales, and everything is mostly OK.
The biggest problem you have is inbound traffic isn’t where you were hoping it would be, and you’re not yet rolling in dough as you’d originally planned.
Looking at your options you realize you’re going to have to start developing tactics for bringing those visitors in, and despite the occasional hype to the contrary, SEO is still very much where it’s at. After a little further research you learn that an investment in video is a double whammy – not only do you get a cool and effective interaction on your site, but the SEO benefits for video are pretty awesome too.
Your mind is made up –
You’re going to be doing video.
A lot of video.
Hold Your Horses Spielberg
Before you charge off into the sunset to start your film-making career it’s a good idea to take a breather and figure out what your Video SEO strategy is going to be.
To make things really simple for you we’ve compiled a list of points any decent Video-for SEO strategy should have, the “5 Commandments of Video SEO“, if you will:
1) Set Yourself Some Goals
This one is pretty obvious, but incredibly many enthusiasts skip this part and invest quite a lot of effort before ever actually having a think as to what they’re trying to achieve.
Before you do anything else what you want to do is set out a few clear goals for your video SEO campaign, and what your measurable objectives are going to be.
- Are you hoping to dominate search results?
- With what key phrases?
- Are you targeting search traffic on general search or only from video results?
- How much video content do you need?
- How are you going to create it?
- How much will that cost you?
- Can you tweak your strategy to boost inbound link numbers?
- Are there additional benefits you can secure for yourself (Higher conversion rates for your product pages would be sweet too no?)
2) Great Content
Increasingly SEO is about creating great User Experiences, and the basis of any good user experience is GOOD CONTENT.
The fact that you’re creating what will probably be an infomercial or product video, doesn’t give you an excuse to do a crappy job.
Be sure your product presentation is INTERESTING, ENGAGING and if possible FUN TO WATCH. This doesn’t mean you need to spend bucketloads of cash on your content, but it does mean you need to have a polished clip when you’re done.
Check out this sample from Dell (scroll down to see the video). It’s a decent solid presentation of the product, that lays out its features, advantages, specifications and value. And most importantly it’s pleasant to watch.
Something like this needn’t actually cost much to produce…
When you’re out there syndicating your videos be sure to pair them up with descriptions and tags that are sourced from a relevant list of keywords that could be reasonably expected to generate decent sales leads.
Be creative and think outside the box. Use both the most common, obvious keyword combinations, as well as the less common, but possibly more valuable long-tail ones. For example you could look at the pain-points your product solves, and use them for inspiration.
4) Syndicate, Syndicate, Syndicate
Once you’ve gone to the effort of creating your content you really want to maximize your return-on-investment by syndicating it out the wazoo. Seriously – there’s no such thing as too much distribution.
Having the video on your own site will give you some SEO brownie points, but publishing it on the major video portals (ALL OF THEM, if you can get away with it), and linking back to your own site from each instance, is clearly a much bigger win.
Pundits will tell you to focus primarily on video portals that include <do follow> links, and they’ll be correct, but regardless of the link juice you get from your syndication efforts, every instance of your video is another opportunity to post different key-words, and appear in video search results for them.
For the record we offer a unique service that helps with precisely this effort. It’s the imaginatively called “Treepodia Video Distributor“. Check it out…
5) Make Your Video Easy to Find – Have a Video Sitemap
Despite the common misconception to the contrary, search engines kinda suck when it comes to finding video content (don’t believe me? Use our free Video Index Status tool to check out how many of YOUR videos are indexed).
The best way to ensure your videos are indexed is to help the search engines find them by having a video sitemap and actively submitting it via Google’s/Bing’s webmaster tool suite.
The above pointers are really quite basic, but they’re very important components of a good video SEO strategy. If you pay attention to all of them, maintain your efforts over time and “Never Give In“, you’ll be well on your way to a sound and successful video SEO strategy.