The Truth About Video Search Engine Optimization (VSEO)
I've been writing and speaking about video search for the last 14 months and have seen an increase in the amount of articles and visibility that Video Search Engine Optimization has received in our industry over the last six months. It seems once something becomes the “hot topic” all sorts of experts weigh in on the subject. The problem is many of those experts are providing inaccurate information to their audience. The saying, “A little k nowledge is dangerous” sure seems to be the case with some of the articles about this topic.
The Internet is like a vacuum, it sucks up pretty much anything that you put out there. Some people actually tell dealers that uploading videos to YouTube and similar sites is Video Search Engine Optimization. That is simply not the case; that is just video uploading. Optimization incorporates many other components.
In case you don’t already know this, Google, Yahoo, MSN and the other search engines are not stupid. They employ sophisticated and ever changing algorithms (nothing to do with Al Gore) which analyze web sites, content, images, and videos. They look to present relevant content to users of their search engines so employing tricks and bulk uploads will not get you the long term results you want.
Five Bogus Video Search Strategies
Here are five items or actions that are being held up as valid Video Search strategies. I will share the real rundown on each of them.
1. Uploading a videos to YouTube or using a video distribution software to put videos on the web is Video Search Engine Optimization (VSEO)
Posting a few video on sites that have thousands or hundreds of thousands of videos is not a solid VSEO strategy. In all likelihood most consumers will never find your videos and they will add little value to your overall advertising plan. That is like standing behind a vehicle in the very far back of your parking lot, way behind your building and holding up a sign that says, “Employee Pricing.” Very few people will notice it.
2.Flood the video sites with the same video and just change some of the tags on them. This will put you all over the search engines.
This statement just isn’t true. In their video analysis process search engines employ software for pixel recognition, facial recognition, and even speech recognition. They use these processes to insure that there is a correlation between what is shown and what is said. It also filters out duplicate materials and recognizes unethical tactics.
That means you can’t upload a video of Brittany Spears with a voice over from one of your tent sale commercials or your dealership jingle and expect the search engines to show it when someone searches for your company. No process is perfect and something’s do slip through, but once you get caught and flagged as using blackhat tactics you run the risk of being punished in the rankings going forward.
3. It doesn’t make any difference what tags you use, as long as they are tied to the videos you upload.
As I indicated earlier, search engines look at numerous components to insure the “labeling” matches the video. Make sure there is a correlation between what is shown in your video, what is said in your video, the subject line, the body description, the meta-tags and keywords that are tied to your video. Remember its message needs to be compelling and relevant as well.
4.Uploading the same video is okay as long as you cut and paste different tags, descriptions and subject lines into each file.
Again this is not the case, and you will have issues with your videos if there is no real correlation between the various components that make up the video, audio and text aspects of the file. Just as in traditional search engine submission, they frown upon duplicate content and you will be penalized for it.
5.Uploading just one or two videos each month is all you need to get noticed online.
Anyone in advertising will tell you the key to success is repetition. Have you ever seen those annoying commercials for HeadOn? How many times do they say the name of the product? After awhile I just change the channel to avoid the commercial; but, I remember the product. It’s the same with videos. You need to have a plan to continually upload quality videos daily and weekly to gain the visibility that is available to you. Keep them unique and target different messages in each one.
Video Search Engine Optimization (VSEO) is a very sophisticated marketing initiative that involves video production, scripting, and content relevant to your audience. Each video needs to be properly edited, watermarked, tagged, optimized and categorized to insure maximum visibility on the web and in the search engines. Companies who specialize in this area provide the production, the optimization of each video file, and the maintenance required to keep things fresh and at the top of the search engine results listings.
While you can choose to do this in-house most dealerships I visit don’t have the time, resources, or skills to produce the level of videos and optimization required to make a big impact on web visitors. Companies specializing in VSEO have the tools, resources, education and skills to accomplish in minutes what would take dealerships’ weeks to complete. Whichever course you choose be sure to develop a long term plan and make the commitment to stay the course. Video Search Engine Optimization has been shown to be a marketing strategy that can pay big dividends for you and your dealership. Sean V. Bradley is founder/CEO of Dealer Synergy Inc. Dealer Synergy is an award winning training, consulting and technology company. www.dealersynergy.com 888-379-6374 |
