With the new algo, hummingbird, taking the limelight in the last weeks, web marketing offices have been abuzz with anticipation to see what affects this latest Google gift will have on beloved clients’ websites.
As you all know, the user intent is the key thing now and longer tail keyphrases are being interpreted better by google. It’s about conversational search as opposed to keyword search.
So, a search for ‘how to wear 5 inch stilettos without falling over’ would have, before hummingbird, shown results based around the keywords ‘5 inch stilettos’ which would give the user product based results. (Very nice but not really what was asked for).
But now, the results are more intuitive for the user:
So, more specifically, I wanted to look at how humming bird affects other media on a website, like video. Many of the same rules apply – be aware of how your target market might think, what they might need in terms of help, what questions will they ask and how can you deliver the most useful information to them. But now, be sure that long tail phrases/questions are applied into the optimisation of the video.
First create your video!
Budget will determine the quality of the video you create but budget doesn’t limit creativity. Be creative! If you want your video shared and linked to – it needs to be clever, funny, thought provoking, shocking or beautiful. Some of the most shared videos have been shot from mobile phones so don’t be deterred if you haven’t got fancy equipment.
And as I said above it needs to be directly targeted at your potential customers. Whether you are helping them with an issue or question or just giving them information – make it interesting!
Where to host your video
So, to run through a few basics, here are some options for where to host your video:
On your own site?
This will depend very much on what your aim is – Initially I would always say, put the video on your own website. You want the value of the content to be on your domain. You can always drive traffic to a landing page on your own site and maintain full control of it. Wistia can help you do this and ensure a backlink.
If you have a very active youtube account with lots of followers then, you can always post it there after it’s been indexed on your own site. Youtube is great to get the social reach you want provided you have an audience there. You tube is of course owned by google and so they will attribute a large amount of authority to video content hosted there. Using the youtube keyword tool for optimisation is helpful too. Using eye catching thumbnails for your video can greatly increase click throughs. The down side is of course that it is easy for your video to be lost in amongst the millions of others hosted there (thousands of which are about cats doing weird things).
Vidyard is worth mentioning because if you need very detailed analytics data from your video campaign it will deliver. You can control your video content with customizable players, there is A/B split testing available and very detailed analytics. You can even add pop-outs as final calls-to-action. So if you blew up a small car as part of your video viral marketing campaign – you can track everything.
Optimising your video
Marking up content to help Google to read it is very important and video is no exception to that. Read here for full details of how to mark up your video using schema.org. Or you can read about using rich snippets here.
Create a video sitemap
If you have hosted the video on your own site make sure you create a video sitemap so that google know it’s there.
Write a good title
Last year, the advice would be to get the keywords into the title. Yes, this is still important but as with page titles now, it is better if it is more of a descriptive sentence (no longer than 66 characters). This is where you need to think about what long tail phrase best describes the content of your video. Include the word ‘video’ in the title as many people search for it.
Write a good Description
Keywords are not as important here now, this is your catchy sentence to entice viewers to click on your link. It’s a good idea to include the word ‘video’.
Relevant Onpage Text
The text on the page where your video is embedded needs to be relevant and help explain what the video is about. The more information you can give google on the video content, the more likely it will rank for lots of different phrases. This advice is even more important, following on from panda, penguin and now humming bird updates. Web pages with thin content will not do well going forward even if they have good links. Make good use of the header tags on the page too.
Mobile Platforms for video
Because of the rise in use of smartphones, many major brands are having to incorporate mobile platforms into their marketing mix. The way that people search and share content on mobile devices is different to the way they would use a PC.
Enables you to create a 6 second time lapse video on the vine app on your phone which can then be fed out to Twitter and Facebook. It will need to be catchy and tell a story in the 6 seconds. Some major brands have already utilised this app to their advantage.
Yes you can use video on Instagram too! This is a hugely popular mobile platform for sharing imagery and video. Darren takes a close look at Instagram video here.
Useful List of Ways to promote your video
I compiled these lists with the help of Room 214
If you have budget:
- AdWords for Video
- Facebook’s Premiere Video Unit
- StumbleUpon Paid Discovery
If you don’t have budget:
- Blog (write a post about the video and embed it)
- E-mail (“blast” your customers and employees)
- Optimised Press Release (press release with the video embedded)