Video Search Engine Optimisation (VSEO)

In our previous post on video optimisation VSEO we covered many topics such as it prominence in universal search and how to improve the chances of the video being indexed and shown in the SERPs. In this follow on article we look deeper into video optimisation.

We touched upon the idea that transcripts of videos are a good idea for adding content in addition to usability for people that may not find it convenient to watch the video. However, you can say an awful lot in a short video so automatic video transcription tools are useful.  Transana,  EureScribe, Inqscribe (not automatic transcription but for analysis, see comments), will all  help transcribe videos in many different formats. Transcription can be also be outsourced to a professional video transcriptions service or with Mechanical Turk, Amazon’s sweatshop marketplace.

The first time you see a video, it is usually as a  preview image of the first frame. Therefore, it makes sense to engineer the this to show something  interesting.  In the same way as writing a  good description for a web page, an interesting preview image can draw in visitors.  The same rules apply. As with descriptions, the image should be relevant to the content. A splash-screen could also be used to create a brand for your videos.

Add information such as your website and/or telephone number to video splash screens or embed in the video as it is playing for your website – this is good marketing and also prevents people from copying and passing off your work as their own. If running on YouTube put this information where it will be seen, such as the top right-hand corner, even with an annoying advertisement running.

Other tips are rooted in the  presentation. Before you start make a plan of what you are going to say, rather than a verbatim copy of what you want to say this will help keep the presentation spontaneous. If you are interviewing get to the point.

Edit the content to make it more interesting. I particularly like the way that this series of videos on the periodic table of elements have been presented. Each one is on an individual chemical element and the content cuts back and forth between Professor Poliakov and the lab technician performing the experiments.

The optimal length of the video depends on the content. For an informational video -  5 minutes is about the maximum time. Any longer and it is difficult to sustain interest.  If more time is required, make another video. This will also reduce the file size.

Humorous or viral videos are generally a lot  shorter – 30 seconds is a good length. Parody is a good marketing tool and builds on knowledge which is already understood by the viewer. A parody of white-board friday or Matt Cutts would make a good video for SEOs, for example.

When your epic video is complete you need to get it out there. Submit the video to as many of the video sharing networks as possible to enjoy the benefits of increased targeted traffic from each site.

Often the video is the thing that will make the visitor come to the page. When they get to your site you will want to increase the conversion rate by adding sign up, contact forms and various calls to action under or near to video if it is playing in your website.

Social Media Promotion – when you have your videos, let people know they are there. Article marketing,  blogs, Twitter and Facebook groups are all useful tools for video promotion.