Google’s director of product management on search, Sagmar Kamdar has recently stressed that social signals are an increasingly weighted factor in search results. Google’s social technologies are also allowing for more recent and relevant online video to appear at the top of search queries.
This is an important breakthrough for business and especially for small businesses because it presents a level playing field for organisations. Rather than chasing Google’s latest algorithm changes, companies can start to concentrate on developing effective online video. What does effective constitute?
- Content - develop compelling content that people (not customers, not consumers) will want to share. What makes them want to share your video? It will be something that will in add value
- Description – the basic rules of SEO still apply. All online video needs to be tagged and described in line with your keywords
- Visibility – use EVERY opportunity to share your online video. Your website is an obvious choice, but creating a YouTube channel is free and can be very effective. Don’t forget you’re Facebook, Twitter and Google+ accounts. Go the extra mile and search for related 3rd party blogs and forums as an ideal way to share.
Online video effectiveness for SMEs
There is another reason why these changes to taking account of ‘social signals’ is good news for small businesses – the effectiveness of online video is not dependant on the amount of money spent on it. Production costs are reducing as the ‘hardware’ becomes cheaper. Companies are even making effective videos on iPhones and Smart Phones. Mixing DIY production with professional web video production seems to be a wise strategy for companies about to embark on their web video marketing.
For small businesses budgets can be kept low, but imagination needs to be high – and the time and effort to share and promote the video needs to taken into account. Conceiving, producing and sharing videos can bring an organisation together. The best online videos reflect the brand but are a long way from the traditional corporate video beloved of Boards of Directors. Involving the whole team, assigning roles and encouraging ideas will increase the effectiveness of the video. Most employees will have Facebook pages or Twitter accounts, so encourage them to share your videos with their networks.
Shares of videos matter in Google rankings. That’s why for video SEO, rather than chasing search engine algorithms, dedicate more time to providing interesting and relevant videos in a good user experience that makes people want to share and vote on. Make sure company website videos are shareable through social widgets for Facebook, Twitter, and even Pinterest.
Remember to watch this space as we will be releasing a range of online video marketing blogs over the coming months. Our readers can also find our Pro Web Video Facebook page at www.facebook.com/ProWebVideoOnline. For all the latest goings on, you can keep up-to-date with Pro Web Video on Twitter https://twitter.com/ProWebVideos. And we also now have an Pro Web Video YouTube page live at http://www.youtube.com/ProWebVideoOnline.
