Many companies have begun to recognize the
potential of online video for engaging customers and prospects. The challenge is
identifying the best approach and measuring the business impact.
It's important for companies to institute a goals-oriented program with target metrics. Define short-term goals — increased conversion rate, site traffic or customer satisfaction — where the impact can be measured in days or weeks from the video view. Look at long-term goals such as repeat order rate, churn reduction, increased revenue-per-user and increased brand engagement, where the impact of the video views can be measured over months or quarters.
Companies should also consider online video for each stage of the consumer's journey with the brand. When prospects search Google, it's possible for brands to be found on the first-page results through SEO-optimized videos. Consumers browsing and abandoning a brand's website could encounter unique video ads on YouTube. New customers might receive a welcome video recommending products and services. Engage existing customers with video that proactively addresses support issues and recommends services to maximize the length and value of the relationship.
Personalization based on consumer attributes (gender, historic product purchases, contract status) and behavior attributes (number of site visits, pages viewed) is also important. A smart video can include or exclude customized scenes based on these attributes.
Brands must also engage on a proactive and reactive basis. Placing videos on product detail pages maximizes visitor engagement, especially when the click-to-play is prominently displayed above the fold, overlaid on the product image or shown on a video tab from the upper left of the image. Videos can also be pushed to consumers through triggered emails (order confirmations, newsletters, daily deals). Show videos as pre-roll ads on YouTube to guarantee a certain volume of video ad views via media buys. In both cases, leverage personalized video based on consumer characteristics and browsing behavior data.
Finally: optimize, optimize, optimize. Based on the performance metrics of the program, the video should be optimized for consumer experience and success by testing different versions. Using a control group and champion-challenger approach, you can establish the best-performing version of the video (champion), introduce a new version of the same video (challenger) and measure the performance difference. Over time, optimization efforts should result in consistent, favorable impact on the video program performance.
Ever watch those slick videos on the SEO experts’ websites with envy? Wonder how you, as a business person, can afford such a thing? Videos do engage visitors and persuade them to stay on site longer. They do not have to cost a lot of money, however.
Almost everyone has still photographs. They may be in digital format or actual photographs. There is a program that can easily take those still photographs and turn them into a movie. The best part is that the program is free. Windows Movie Maker comes bundled with Windows 7. It is available on older versions of Windows as well.
Product photos, graphs, tables, and other visual items can be used. You can add slides with text and captions to the photos. Add appropriate music if you want, or choose not to use music at all.
There is an “automovie” button on the program that you can use to add fade ins between slides, drift the words in instead of abruptly showing them, and fit the content to the music. After you create the automovie, play it several times and make sure you can read the text before it fades, everything looks right, and it makes sense to you. Then use the share button to upload the video to YouTube.com, where you can embed it in your website seamlessly.
With video expected to reach 90 percent of all
web traffic by 2014, Google continues to hand over its search engine real estate
to video content, pushing traditional web results further to the bottom -- if
not completely off -- the page. While Google's widely used "universal search"
causes problems for organic web results by limiting its plain text results, it
opens the door for websites with video content. Despite these new opportunities,
businesses repeatedly neglect video in their SEO strategies.
From viral ads to mini-documentaries, internet videos are becoming the quickest way to offer unique content to a broader audience. Moreover, they are tools (which many e-commerce businesses already have in their arsenal) companies can use to complement their overall SEO strategy toward achieving a first-page ranking on Google, not to mention drive traffic, leads and content sharing. With a 41 percent higher click-through rate than plain text, according to Search Engine Watch, videos are integral to the success of any SEO strategy.
Here are five simple ways to start optimizing your video content for top search results.
If you're in the business of selling footwear, posting a cooking video would be both out-of-place and ineffective. To successfully incorporate video into your web presence, make sure you're providing useful and relevant information. Never upload a video for the sake of having videos. Google is flexible on what it considers video content, so there's no excuse for having nothing at all. Animated slide shows, screen captures, and images work just as well as b-roll. When choosing what content to display, keep it short, 10 minutes at maximum. The longer the video, the more likely you are to lose your viewer's attention. Divide lengthier clips into multiple segments that can be programmed for release over a period of time. Shorter clips enable you to associate each with more accurate keywords, which, in turn, increases views.
Host or post your video
For the location of your video, there are two primary options: host it locally on your own site, or post it on a third-party site, such as YouTube or Vimeo. Hosting videos directly on your page is the best move for increasing traffic to your site. Posting clips elsewhere, however, is the appropriate solution for maximizing total views and social media shares. Ultimately, the smartest bet is to host and post -- but note that the upload process differs slightly for each. Make sure to include "video" in the title and description when hosting on your own site to make sure it's properly indexed (this step is unnecessary on video-hosting pages.)
Use keywords in all of the right places
Google can't analyze a video and "read" its content, making keywords and tags crucial components in allowing search engines to unlock your video's contents. Google ranks videos primarily on the margin of overlap between search keywords and the clip's title, so take the time to weave important terms into the naming process. From there, don't skip the seemingly minute details: Make sure to utilize video tags, write a complete video description, and build an identifiable URL to increase your video's exposure. Associating a text transcript with your videos is also a great way to provide search engines and sites like YouTube or Vimeo with an inside look, and make your content accessible to special-needs audiences.
Adjust your sitemaps accordingly
One of the most common video SEO errors is the belief that after posting a webpage with video content, the video is automatically indexed and linked to your site. This is not true. Without a video sitemap, Google is blind to the subject of your video and will be unable to index it or include it in related search results. Creating a video sitemap lets search engines specifically identify and tag your videos, making them recognizable by web browsers. An effective video sitemap should include the video file, a thumbnail image, a full title and description.
Spread the word
After optimizing your video on the back-end, it's time to spread the word. Post links to your video on Facebook, Twitter, and your company blog. Allow and encourage viewers to comment and share your video with their networks. The more you promote your multimedia content, the more visible you're likely to become, which can translate to more site visitors and, hopefully, more sales. When all of the important factors of your website are in order it can be a beautiful and profitable experience. When you go days or weeks with no outside interaction with your customers it can be very frustrating. We understand frustration and we work quickly to get you where you are most comfortable. It is only you the valued customer that we want to see happy and we take pride in giving you the response that you have been eluded. When it comes to outsourcing your internet projects we want you to know that all of our customers projects are kept in complete confidentiality and we never disclose who those customers are or any of their information including when you decide to buy traffic. We like to keep your competition guessing and that makes it even more exciting when we take on new clients. We like to refer to this as "they will never know who hit them".
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