The world of video marketing is indeed growing at a tremendous rate. According to eMarketer, the use of video for search marketing is predicted to be a $3 billion dollar business by this year (2010).
A lot of Internet marketers were not totally convinced on the role of videos in online marketing – video SEO seems to be left behind – but with some new developments, there’s no denying that the video marketing industry is beginning to take off.
YouTube alone is seeing wonders with over 30 million unique users in only one month. According to YouTube spokesman Aaron Zamost, over 20 hours of video are uploaded to their website per minute, and around 120 decades of video are uploaded each year. That’s a great amount of video to watch as well as a great opportunity to market your video.
With this growing fad in online marketing, we cannot deny how useful this is for our business. We may not see it right now, but this is a very promising arena that we need to consider.
Now, what should you do to be successful in video marketing?
Creating Quality Video Content
As is always true with all business undertakings, everything should be excellent. This is true with video marketing or video optimization. As much as possible, the video should be professionally made. Of course this is no problem if you’re working with professionals like ZooSEO – but if you’re doing it on your own, try getting professional equipment, good amount of lighting, and quality microphones. Based on personal experience, it is not very fun to watch a video that contains unclear images or sounds that are quite hard to decode. With high-definition (HD) technology, producing quality video is much easier.
According to Peter Hamilton of ArteWorks SEO, it is also important to make sure that you’re creating a video that is relevant to your industry. “Even if it is just a funny skit, an ounce of relevance will go a long way in creating relevant links and search traffic,” he says.
Length is also a very important factor in producing “watchable” videos. Your audiences have attention spans. If the video is too long, they might get bored or it might take too much time loading. Limit your videos from 30 seconds to 5 minutes. “The object is to load the video as quickly as possible and then leave viewers wanting more,” says Hamilton.
It is not enough to just create a quality video. As much as your video appeals to your audience, your video should also appeal to search engine crawlers.
Titling your video is the most important part of video optimization. Your titles should have specific keywords in them.
According to Hamilton:
“Search engine crawlers can recognize these file names and index them accordingly, so it is important to include target keyphrases within the video title. The process continues by injecting the appropriate metadata into the actual video file encoding. This should include information like the title, length, keywords, and authorship associated with a particular video clip.”
Aaron Zamost of YouTube also advices to have a clear, descriptive title.
“Have a clear, descriptive title, and include as many accurate tags as you can. For example, if you’ve created a video that shows how to tie a bow tie, your title should be ‘How to tie a bow tie.’ That’s really important, because that’s [what] your target viewer probably wanted to learn. So think visually — ties, dress, how to dress nice, how to tie a tie, how to tie a bow tie, etc.”
Including a transcript of the video is also becoming a popular strategy. Aside from providing valuable text, the transcript can also include anchor text links. This strategy is available on YouTube as well as the New York-based company, SpeakerText.
Publishing Video Content
You can publish your video directly on your website or through a link bait that will attract links to your website. Your videos can appear on any website or social networks. What’s important, according to Hamilton, is that you should remember to “include a link to the video transcript and the code for embedding the video on other websites or blogs”.
Another good strategy is to syndicate your videos on sites like YouTube, MetaCafe, MySpace, Vimeo, Yahoo Video, etc. According to Hamilton, these sites solicit thousands of views in a very short period of time, with each viewer basing from 10 to 50 million views per month.
Video bookmarking is another good strategy that has been proven to achieve high exposure. Viewers can bookmark your video to social media sites such as Stumble Upon, Digg, and Del.icio.us which can provide excellent inbound links.
“By bookmarking the video on the business website and on other sharing sites, using relevant and authority bookmarking accounts, the videos have been released to another world of sharing and voting that can bring in countless views, especially if they are well liked by the community,” says Hamilton.
To make it easier for viewers to bookmark your videos, you can place a button of the social media site next to your video player. The viewer will then click the button and prompt them to quickly bookmark your video.
If you’re doing you video marketing by yourself, these are great tips that you can follow to succeed in video SEO. If you’re planning to hire a professional to do it for you, all the same, these are great things to learn if you’re looking forward to a great future in online marketing.