On Wednesday night at the first ever Agile SEO meetup hosted by WebiMax’s own Chris Countey, I delivered a presentation regarding the value of rich content and its place in the future of online marketing. I discussed the growth of video on the Web and how it has gradually become a more powerful marketing tool for those who properly utilize it. However, the development of a successful digital video marketing campaign is a complex and involved process that may seem daunting to some. In fact, following my presentation, several attendees approached me with questions and concerns about the video production process. I’ve designed the following guide as both a response to those Agile SEO attendees and to help those not present at the meetup to better understand the value of rich content in online marketing.
Arguably, the greatest challenge of any marketing campaign is the initial development process. Determining the best course of action to maximize visibility and enhance revenue can be difficult and this holds true in relation to video SEO campaigns, as well. The planning or “pre-production” phase is the logical starting point for rich content creators. The pre-production process involves developing a script or an outline of the video itself and evaluating the budget and anticipated timeframe for completion. Pre-production is a crucial part of video development and should never be overlooked, even by the most experienced video producers.
The Production & Post-Production Process
Once the video is planned, production can begin. This process includes recording or otherwise generating all of the content to be featured within the video. After the content is created, it is then edited (if necessary) and uploaded to YouTube, Vimeo, DailyMotion, Tout or a number of other popular video sharing websites in the “post-production” phase.
Optimizing Rich Content
Just like web pages, videos can also be optimized to increase their visibility in the SERPs and throughout social media. Creating original, relevant titles, descriptions and keywords for videos as well as enhancing social engagement are the cornerstones of the video optimization process.
Video viewership will continue to rise online in the years as the accessibility and quality of rich content on the Web increases. Going forward, video SEO will not only become a more significant element of digital marketing campaigns, but a crucial factor in achieving greater overall brand awareness online.
Happy Valentine’s Day, valued WebiMax readers. Are your customers headed, straight as an arrow, toward your site’s services and products, not just today, but each day of the year? Search engine optimization facilitates a love connection and the endless search for brand attention. Brands engineer goods and services to meet the needs of valued customers. Online marketing helps align and spark brand-consumer connections.
Online marketing has become diverse (offering an array of separate yet intertwined initiatives), yet ‘separate’ services ‘connect,’ working well together to create online success. For instance, copywriting (an essential SEO need) is complemented well by social media usage (gives content further extension and exposure). Let’s consider more search engine optimization, inter-service love connections:
Technical SEO < —— > Pay per Click
Technical SEO addresses the on-site needs of a Web property such as meta data, ensuring search engines properly read a site’s pages and understand what on-site elements are ‘communicating’ to engines and users. This helps a brand’s exposure on the search engines; as Comscore’s January SE data reflects, users mainly leverage Google (Google Webmaster tips) for search at the moment.
Addressing technical needs helps search traffic and PPC (pay-per-click) services complement technical notions well, giving brands immediate opportunities for increased exposure. While PPC demands meticulous attention to ensure ROI, it’s a good service to leverage while natural SEO efforts gain momentum.
VSEO < —— > Web Design
I read a good post today on Google+ by Erica McGillivray. If you’re using Google+ (Rand Fishkin urges all people in marketing to develop a strategy), you’ll notice personalized search results and interests of others in your circles. Undoubtedly, you’ve noticed more videos finding way into SERPs. Video production is another method of conveying information; in some cases, video can better communicate than text (think about DIY projects). A number of vendors opt for video production and VSEO (video search engine optimization), allows for better exposure.
Your brand may love the idea of VSEO, deciding to host a number of on-site videos. Web design services invigorate and improve the design and usability of Web properties. While your brand is producing videos, it is necessary to improve the look and function of its associated online properties. Videos intrigue attention while Web design implementations aesthetically please browsers and improve user satisfaction.
Copywriting < —– > Social Media
Great content is essential for every brand. While video, infographs (see infograph of StumbleUpon success via Distilled), podcasts, and other varieties of media are expanding our interpretations of ‘content,’ copywriting (have you been paying attention in copywriting class?) remains an integral part of a successful SEO campaign.
Of course, brands desire increased readership and traffic. Social site, like Google+ above as well as Twitter and Facebook (read Todd Bailey Facebook tips). Social media sites allow for real-time sharing and increased exposure to Web site content and properties. If a brand is producing content, social media becomes a complementary process it can’t afford to pass over.
Thanks for reading – Happy Valentine’s Day
Do you host a large site, one with a multitude of products and services? Are you a review provider? Is yours a business-to-business site, offering listings to a host of vendors? If so, it’s likely there are many pages within your Web site. That’s great news, inviting more opportunities for commerce. However, you want to ensure each page is getting deserved attention.
Title Tags are for Bots and Humans…Don’t Forget the Humans
We all know about the importance of title tags. Search engines use title tags to appropriately catalog data and Web browsers use SERP-supplied tags to make decisions as to what sites best address their needs.
While at present, applying rich snippets does not immediately improve your pages ranking on SERPs (Google champions them for better indexing but relates snippets do not improve a URLs position on SERP pages), snippets do help bots catalog a page’s information and snippets help browsers. While the SEO process heavily relies on “communicating” with SE bots, it’s a mistake to neglect communicating with browsers as well. Rich snippets allow Web masters to include additional information in title tags.
Here’s an example from Google Support:
Offer More Value to Browsers…and Advertisers
The City Search site has a lot of information to offer browsers. The site offers more value to browsers through snippet information related to reviews, location, and so on. For a third-party site, like City Search, offering more value to the user is fortuitous on two levels: one, browsers will champion the City Search results due to the provision of robust information; secondly, businesses, who advertise through City Search, will celebrate the provision of snippets; after all, the businesses are leveraging third-party sites for increased exposure.
You Can Snippet Too
Some small business owners and Web masters may be intimidated by snippet implementation. Don’t fret; only a basic knowledge of HTML is warranted for microdata, microformats, or RDFa formats. Also, don’t dismiss snippets if you’re not a huge site. Snippets are useful regarding sites supplying information related to recipes, events, music, people, and more.
In addition, you can improve the visibility and optimization of your videos too as video production has quickly became commonplace in a number of verticals, helping vendors better communicate the effectiveness of products and services to consumers.
Thanks for reading.