Video Search Engine Optimization Run Amok
Marketers are in the midst of a virtual stampede to use video SEO to get to the top of search engine results.
Who can blame them! A recent (2010) study by Forrester Research found that “Well-optimized video is fifty-three times more likely than text to appear on the front page of Google”. 
like a magic bullet!
Ready… Fire… Aim!
The problem is that many are placing more focus on video SEO techniques than on the actual video content. The content is the key component that communicates the message and leads to conversion from a passive viewing to an actual sale (or at least a more qualified lead). I’ve even heard SEO experts go so far as to say, “Just put any video up there; a video of the outside of your business, or even a video created from your photos”.
But if you lure a lot of people to your site and then offer useless, pointless or merely disadvantageous video content, you will have succeeded in very clearly communicating a bad first impression to large numbers of your target audience. That is not a good way to start a business relationship.
While search rankings can greatly benefit from adding video to your website, marketers must consider carefully what the viewer will experience once they click on the link. Unfortunately in my experience, while many SEO experts give lip service to appropriate content, it is not really in their scope of work. After all, their job is search engine optimization and their goal is to get your website (whatever your message) to rank highly on Google. Nowhere is this more apparent than when it comes to optimizing online video content for search engines.
Video Search Engine Optimization dilemma
Part of the problem is classic chicken and egg. What comes first, your SEO or your video? Actually it is probably a bit of both. You want your video content to fit into your keyword strategy, but your video needs to deliver value to the person searching for your keywords if it is to do you any good.
For example a plumber client wanted us to produce a marketing video for the Bay Area that would rank well for “sewer line repair”. He had a special camera that clearly showed a tree root was obstructing a pipe five feet below ground. We edited the video from seven to two minutes (to get to the point) and added narration with him explaining that he had just cleared the drain with a snake and the water is flowing, but the drain will clog again because of the root. He talked about how his equipment makes it easy to diagnose the problem and urged viewers to call him if they have recurring clogs.
Not only did we establish that he is friendly, knowledgeable, and has the latest equipment, but we also delivered directly on the key phrase that he optimized for. And of course we had a call to action. We did not create the standard “deer in the headlights” video of him explaining his business. In a future post I will explain the finesse and planning it takes to make a business description video work and why it typically does more harm than good. For now, make sure the content of your video delivers powerfully for the search term you are targeting.
Once you have created a thoughtful and useful morsel of video, it must actually be optimized for search engines. Video SEO is technical and somewhat tedious but here are plenty of articles that give step-by-step instructions on video SEO.
Video SEO in perspective
As a video producer, I am most concerned with creating content that causes action in the viewer. Whether you want to sell a product, sway opinion, motivate a workforce or train employees, internet video production has incredible power as a communication tool. This power should not be squandered merely to be used as a pawn for search engine optimization.
I try to put myself in the user’s perspective. They have typed a certain phrase into the search engine because they’re looking for something specific. If the search engine optimization has worked, they find your video, and they click to watch it.
After the promise of video SEO has delivered a targeted user, then you have a golden opportunity to deliver your message to someone who’s highly receptive. A study by BIA/Kelsey showed that 21% of web video viewers make a purchase. Keep in mind that this is only achieved when the viewer actually watches your video! And the viewer will not watch your video if your search engine optimization has misled them to content that not extremely relevant. Content is king. Video SEO only helps match viewers to your content.
Please share your best and worst examples of video SEO Mistakes.
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