How to Make Your Videos Appeal to Search Engines

“It’s all about helping Google and YouTube and the other search engines to find your content — in this case video content,” said Dave Holland, co-founder and CEO of Smart Video, a video SEO specialist. Holland was addressing a panel entitled “If You Publish It, Will they Come?” at the recent Online Video Strategies conference in London.

The purpose of the panel was to help content owners get better placement for their videos on Google, YouTube, Yahoo, and other search engines. Holland explained that, even with video content, text search phrases are crucial.

“All search engines work on key search terms. I’m going to reiterate this many times. If you’re not thinking before you begin doing anything with your video content and search engines, if you’re not thinking about key search phrases and you can’t be bothered to think about it — you just want to give the video a title and describe it quickly because you’ve got something else to move on to — you may as well not bother, because Google, YouTube, Bing, Yahoo, all of them are going to be looking for search phrases. Search engines are still search phrase-driven, even though they’re looking at video content,” explained Holland.

YouTube is important for getting noticed, but it has its limits:

“If you’re looking to optimize in YouTube, it’s probably because you’re looking for brand awareness: you’re trying to just get the word out there or you’re looking to encourage viral sharing of a video. If you want the video to create conversion and a high level of interest in your business and your product, then, generally speaking, you want that video to live on your site. You want the traffic coming to your web page, not going via YouTube or via Yahoo or via Bing,” said Holland.

For more tips on video search engine optimization, watch the full discussion below:


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  1. A very interesting subject, but the camera work !!!! was the camera man asleep? when he swung to a screen shot it was completely washed out.

    Posted by William Halsey | February 28, 2012, 2:59 pm
    • I would love to HEAR the speakers. Why is the production level so poor? I can’t even share this with colleagues.

      Posted by Lauren Greer | March 2, 2012, 12:51 pm
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