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Video Search Engine Optimization Search engine optimization (SEO) is a set of techniques designed to ensure that your Web sites or, in this case, your videos appear within the very rst couple of pages of search results That s where you ll get the most attention and the best click-through rate SEO for videos is called video SEO If you don t use these video SEO techniques, your video will be like a single snowflake in a snowstorm, getting lost amid all the other akes With successful video SEO, you ll make your videos very easy to nd, like red mittens are when they stick out of the snow You know that when searching Google you re much more likely to click on anything that appears on the rst page of results Everything else beyond that comes to your attention only if you re already frustrated in achieving a quick search result Your goal is for both regular search engines such as Google or Yahoo! and specialized video search engines such as Google Video Search and Blinkx to nd your videos and rank them highly Once again, quality is where it all begins Great videos get ranked higher, so achieving higher search rankings provides further incentive to produce dynamite videos If you ve created a compelling video and posted it to blogs and relevant forums, then there should be a lot of other sites linking to your video (these are called inbound links ) The more inbound links, the merrier Having good content will jump-start a link-building campaign because at the end of the day people will always want to share/post/link to content they nd interesting, notes Kieran Hawe in an excellent article appearing on Webtributioncom That helps increase the number of inbound links from other Web sites, in turn increasing the traf c and ranking of your video Another way to achieve high rankings is to optimize the title, tags, and description you provide for your video Your video s title should be both a grabber and at the same time culturally relevant For example, in mid-2008, the United States was in the midst of an historic presidential election It was difficult to find a featured,
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recommended, or most discussed video that wasn t political But, that didn t mean you should have invented keywords or included irrelevant topical words in your titles And that dictum still applies For example, although it may seem that adding the tag Lohan to your video will get you a lot of extra views, those views aren t worth having if Lindsay Lohan does not appear in or is not mentioned in your video If you attract viewers by misleading them, they ll note their disappointment in the comments they leave for you and the rankings they assign your video Those extra views you had hoped for can easily turn into weapons that torpedo your success And search engines are also getting wise to this practice, so videos that grow popular when they shouldn t are not necessarily rewarded with higher rankings Search engines may actually penalize you for misleading viewers by ranking your video lower Terms that you use should re ect all the most compelling aspects of your video s content Tennis videos, for example, should include your name, tennis, sport, perhaps the name of the racket you use, but also what makes your video unique such as your United States Tennis Association (USTA) ranking (if applicable), forehand, backhand, serve (try aces), crosscourt shots, and so on The process described in this chapter isn t a one-shot deal Instead, it s a continuing activity Promoting your videos, and therefore promoting you, your business, or both, should be something you do, in one way or another, every day You need to constantly monitor your video views and use tools such as YouTube Insight to see what s working and what isn t And don t forget the importance of genuine content and welldone videos There s a growing backlash against people going all out to make their videos go viral, despite the video s content and whether or not the person being told about it would be interested in it Video spam is no better than any other kind In fact, it can be worse; it takes longer to view a video than it does to read an e-mail In 6 we ll look more closely at how you can turn all this work the creation of your videos and your promotion and distribution of them into money
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