To gain viewers for new online videos, learn how to appeal to search engines. To gain viewers for older videos, learn how to give them a second life. To find out how to do both, we turned to an expert.
Ramp is in the business of driving search engine traffic to videos, a challenge since search engines are text-based and videos aren’t. At the recent Streaming Media East conference in New York City, Streaming Media’s Eric Schumacher-Rasmussen sat down with Ramp CEO Tom Wilde to get tips on making videos discoverable.
“If you think about the way the Internet was constructed and does work today, it’s really fueled by text, right? So if you think about Google, Facebook, Twitter, they’re all based on text as a communication medium, and video’s at a bit of a disadvantage because it’s this binary file format, so it requires something else to make it plug into that sort of text-based sort of jet stream of content discovery and consumption,” Wilde explained. “Great titles, great tags, transcripts, permalink URLs, all the things that you would do with an article or a blog post you need to be conscious of doing with video.”
While many sites are using SEO best practices, they might not be aware that older videos can become traffic magnets again when something happens to make their story relevant.
“The key with any online content really is its context, and that context shifts from time to time,” Wilde said. “A clip that may have had relevance two years ago could suddenly become relevant again given the news stream or what’s happening. And so your ability to sort of understand what that video was about at the time using this sort of metadata strategy and dynamically associate other pieces of content with it or place it in the right context is really vital and extends the life of those assets.”
To view the full interview, watch the video below.
Video selection image via Shutterstock.