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Video SEO Secrets They Just Don’t Tell You

Video SEO is to be regarded as important to your video content as regular SEO – it does the same job.

It will help your content get found. Working on your video SEO increases your visibility in organic search and across YouTube as a platform.  It will promote your YouTube channel and it also gives your content a visible edge when shared on other social media platforms.

You need to treat your videos as a different type of content that should be optimized for Google algorithms. Here are some secrets about Video SEO that will help you get your videos ranked:

Video SEO keywords need to be researched.video seo

What are the main keywords that best describe your video and business? Can they be combined?  Ensure that you do keyword research to find the most popular search terms for your subject. After all, what good is it to rank for search terms that nobody looks for? After you have chosen the appropriate keywords, then ensure that you ping your YouTube channel to the myriad of update services so that Google and the other search engines will crawl.

Video SEO means you need a catchy title.

Nobody has ever persuaded anyone to read anything when there is a boring title. It’s the same for video. If you want to stand out, be sure to stand out! Make sure your video triggers interest in someone who’s searching, while still using your keywords.

Make A Full Description

Even though technology advances every day, the Google/YouTube bots are still unable to watch your video to determine what it’s about. So this is where descriptions come in. A description box is also a place where you tastefully place some additional keywords, but don’t go overboard. In this way, the bots understand what your video is all about and rank it higher.

Don’t ignore your transcription

There are multiple reasons for this. First we don’t want to forget the hearing impaired. You want to reach them with your message too. YouTube will automatically create a transcription through their voice recognition algorithm, but it’s not perfect.

Which brings us to reason number 2. Because YouTube “knows” what your video says through voice recognition, they learn much about the content of your video for their search results. Make sure you have the correct transcription included in your video’s description to give it an extra good SEO boost. This gives the bots an extra thing for crawl and rank.

Annotations

Do you want to get your audience at certain points in your video to take an action? Do not overlook annotations. Don’t go overboard and have them running over the entire course of the video – no one wants to be closing boxes when they are meant to be watching a video. But strategically located annotations can get your viewers to head over to your website or other web location to take your desired action.

Add calls to action at the end of the video

Most people and companies that post online video don’t follow the basic best practices such as creating “compelling visual content combined with a well-designed title that includes your keywords and a call to action.’’ Generally speaking, the call-to-action should encourage viewers to do something. This includes making a phone call or visiting a site where they may be exposed to a product, service, or content that’s designed to turn them into buyers.

Add Metadata To Your Video Sitemap

You should create a video sitemap so you can provide metadata when you post a new video to “improve Google’s ability to integrate videos into search results,” according to Google. Sitemaps should contain HTML code that identifies video titles, descriptions, and other tags.

These are many of the steps needed, and of course, doing these well to maximize video SEO takes lots of practice.

Keep doing this and you will succeed. Or you can give us a call at Penrose Productions to get on the fast track for video SEO.


GUEST POST – ABOUT THE AUTHOR

Rachel Stinson has always had a knack for writing, food, fashion, and places. Blogging has combined all four for her with an added bonus of enthusiastic audiences. She expertly analyzes real estates, restaurants and electronics stores with respect to pricing and people involved and can express her opinions in an unhesitant, engaging manner for all matters. Her site is http://e.digitworldhub.com/

 

Video Marketing Weekly from Penrose Productions 3/14/17

Check out the articles on video marketing from this week’s Video Marketing Weekly from Penrose Productions.

Google searchesGoogle searches is always a topic of interest and we have an article to share that confirms and agrees with our thinking.

Each week we curate the best video marketing articles from around the web for you. This week the article we are most focused on from this latest edition mirrors many of the things we’ve been saying for years.

In a Forbes article titled, “5 Reasons to Incorporate Video into Your Next Marketing Campaign” we find confirming evidence of the importance of videos in Google searches.

The first point in this article screams at the reader to use video to improve their Google searches.

In his first point, the author says that “62% of Google searches feature video, and it drives an average 157% increase in organic search engine traffic. In fact, in our own tests, videos shared on social channels generated more than 10 times the shares of text and still images combined.”

We’ve been banging that drum about Google searches in our posts for quite some time. Our first posting on the topic was about 3 1/2 years ago.

That’s where we can help businesses of all sizes. Our expertise has earned us the knowledge and ability to get business gather top Google searches. It’s a highly specialized area of video marketing that is best left to the pros.

We are delighted to be able to put our 35+ years of video production and marketing experience to work for firms of all sizes.

So please, get in touch with us if we can help you define and determine the targets and strategies for your video marketing in the future.

There are several other good articles in this edition of the Video Marketing Weekly, so please take the time to look them over. There are lots of hints and tips contained therein.

At Penrose Productions and Marketing, we are happy to work with clients in all types of verticals, and doing so is one of our strengths.

For help with your video marketing strategy — and to produce that crucial video that you know you’ve always needed — call us at Penrose Productions: 650-969-8273

Video Marketing Weekly from Penrose Productions 2/28/17

Here’s our newest edition of the Video Marketing Weekly.

Here we go with another of our weekly compilations about video marketing. We’ve gathered articles from around the web and curated them for you here for easy and quick reference.

This week, the lead article, “5 Things You Should Know About the New Age of Video Marketing” continues the theme of the takeover of marketing by video.

The article focuses on five key points that a new video marketer should keep in mind when adding online videos to their marketing repertoire.

The brevity of the article prohibits an in-depth look at each of the five areas. For example, point number one is that one needs to use creativity in their videos. While generally true, we would assert that this is much more important in the consumer marketplace.

This is because, as we always say, one must know your audience that you want to target. Being located in Silicon Valley and having a large number of tech clients (who sell to other tech clients, not consumers) there is a strong attitude of just “delivering the steak, not the sizzle.” Let’s face it, when the audience is largely engineers, computer scientists and other techies, dancing bears and the latest music track are not what interests them.

We would love to put our 35+ years of video production and marketing experience to work for you. So be sure to let us know if we can help you define the targets and strategies for your video marketing.

There are many additional articles in this edition of the Video Marketing Weekly, so we hope you’ll explore the hints in them to aid your strategy and tactics for using video marketing to increase your bottom line.

At Penrose Productions we’re pleased to share this collection of video marketing articles to help educate our clients about the many opportunities that video marketing brings as part of a modern digital business mix. There is no charge to subscribe so please do.

For help with your video marketing strategy (and to create that crucial video that you’ve always needed) call us at Penrose Productions: 650-969-8273

New Free Stock Footage Source

Free stock footage site just opened for personal and commercial video productions.

As we’ve mentioned in the past, business videos get a real deal if they can use free stock footage rather than pay for a crew to shoot it new. Many times you can practically get away without shooting a specific scene to underscore your point. This cutaway (or B-roll) footage can just convey the “feeling” for what is being said rather than specifically illustrating your point.

Here is an example of one of our videos that includes stock footage:

Rather than shoot any of this footage, the video is created entirely from live action and animated stock footage.

New we see that there is a new company that is giving away stock footage for free. We’ve yet to see what the catch is, so we suggest you take advantage of the source while it is still free. The license information indicates that you can download the footage for free and use it personally or commercially.

free stock footage

Because the video portion of the site is new, there is not an excess of free stock footage, at least as pertains to video.

However, the site has had free photos available for awhile, and there are lots of free stock photos there.

So use Pexels for stock footage if you find something to your liking — you can’t beat the price. It is free stock footage, after all.

 

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YouTube Video: Making your Video Go Viral

YouTube Videos rule the internet and there is no better platform for making your video go viral.

Going viral is a universal, if lofty goal for just about any YouTube video. However, it takes large portions of both skill and luck to have the video get millions of hits. Especially so in the arena of business videos. But are millions of hits necessarily the goal?

In this excellent cartoon from Scott Adams, Dilbert has an accurate assessment of what it takes to create a viral video, while the third (unidentified) person at the table has the luck to be in the right place at the right time.

viral YouTube video

One of the key panels is #5 where Dilbert shares that he has no relevant skills for the assignment his pointy-haired boss is giving him. We’ve commented often, business video quality is key and best left to the pros. That’s what we’ve been providing clients in Silicon Valley and around the world for over three decades.

But since we consider ourselves to be your YouTube video partners when we undertake a project, we’d like to share some insights on getting your YouTube video seen by others.

First you have to define the goal and the audience for your YouTube video. What good does it do to have 5 million hits when they come from viewers who couldn’t care less about purchasing your business’s product or service?

So it’s a matter of scale as to what defines “viral.” For example, if you are marketing in the BtoB space to a specialized product or service through your YouTube video that has a potential universe of 5,000 engineers throughout the world, 1,000 views would be a great accomplishment.

On WikiHow they have a list of 10 steps for How to Make a Viral Video. The problem with the article is that it does not go into any detail for the ten steps. However, there is a key point in item #4 that is worth noting – you need to have is video that is at least one of these six, plus the last one:

  • Unique
  • Funny
  • Stupid
  • Dangerous
  • Strange/Weird
  • Gross
  • Worth talking about

We particularly like the last one — the YouTube video has to be worth talking about. At least in the community that is your audience.

If the video can also accomplish some of the other characteristics, fine, but we don’t typically produce professional videos that are stupid, dangerous or gross. For some odd reason, those don’t often seem compatible with a professional business YouTube video.

If your business is in the consumer marketplace, then the elements of storytelling, excitement, etc. become much more important. Again, the target market must always be kept in mind, but the goal for consumers is to get them to SHARE the video.

This is an excellent article on creating consumer viral videos. But again,we come back to the need to have your video produced by a professional. As Dilbert noted above, you have to be trained and experienced — don’t try this at home!

But remember, even if you become a YouTube video master, there is no guarantee that you will make money from your video.

Monetization is in important part of the goals we mentioned above, and for the majority of businesses to goal is to engage and inform potential buyers about your products or services so that they will want to do business with you.

 

 

 

 

Business Videos: Quality is Key for Shareability

We recently read a business video article titled “10 Ways Video Can Increase Conversion Rates.”

In this article author Sharon Hurley Hall makes a point that we have been advocating about business videos for over three decades: the smart marketer uses business videos BECAUSE THEY WORK. In her article, she lists 6 ways for business videos to boost conversions with an additional 4 methods to improve conversions.

Boosting conversions has always been a by-product of great business videos, but now it’s easier than ever online.

online video

 

Back in the day before online video (yes,there was such a time, and we were there) the term “increase conversion rates” meant using videos in ways different from how it’s used in the 21st century. In the 1980s and 1990s we urged our clients to make sure their sales and marketing videos were seen by their customers by some or all of these:

  • making mass copies of their program on VHS tape and sending them out, either solicited or unsolicited
  • offering a copy of the video in print ads
  • giving copies of the video away at trade shows and/or playing it on a TV in the trade show booth
  • having their sales reps take the video and show it to the potential client.

So even then, our customers reported great success in raising conversion rates because business videos actually enabled their customers to see the process, service, product, etc. at work.

This was a particularly effective tactic when the process, service, product, etc. shown in the business videos was otherwise difficult to demonstrate or visualize.

Another benefit of the business videos was that they allowed our clients’ customers to see a process, method, assembly, etc. that was performed in foreign countries. This became more of a factor as globalization increased. It was much easier for our clients to send us abroad to capture footage that could be shown in a video than it would be to send or request that their customer travel abroad to see the process in person. Such international business videos gave us the opportunity to travel overseas for such work. Here is an example of one shot in China in the 1990s.

Back to the Hall article, of the 6 ways to increase conversions she lists the following four that have always been true since we began producing business videos:

  1. Build trust
  2. Grabbing attention
  3. Answering questions
  4. Telling your story

In addition,she rounds out the list of six with two ways that have really only blossomed due to being able to place business videos online:

  1. Keeping visitors on your site
  2. Being shareable

These two additional factors create very important opportunities for businesses of all sizes.

In attempting to maximize their search engine credibility with Google and other search engines, companies can increase their search engine power by maximizing the time visitors spend on their web site. Videos can help. YouTube and Google both give search engine power to videos that are not just viewed, but viewed through until the end.

The longer the video is watched, the more credibility it has in the search engines.

As we pointed out before, this argues strongly not just for using videos, but for producing GREAT business videos in order to increase user engagement.

Obviously Google does not arbitrarily assign ranking factors in their search engine algorithm. Their goal is to create the best user experience possible so they give more credit to videos that are watched to the end. Watching to the end indicates that the user was engaged and interested.

But they also favor videos that are shared, hence the shareability factor cited in Ms. Hall’s article. Shareability also indicates that users like and are interested.

Also, the more times a video is shared, the more it is watched, and therefore the more views it receives. So more views means higher rankings for your business videos and web pages in Google, all things equal.

So to the articles list we would emphasize quality for your business video.

After all, this comes complete circle back to the issue of conversions. A well produced business video will generate trust and attention and allow you to tell your story, answering questions as needed.

This will help you get positive responses and conversions from your existing customer base as get you found and generate conversions from new clients looking for your product or service on the web.

We’ve written more on the need to outsource your business videos before.

Obviously we think we’re the solution. Feel free to call us for your no-obligation consultation today.

 

San Jose Video Production at a Friend’s Home

We were pleasantly surprised to get a call to do a San Jose video production at the home of an old friend.

San Jose video production work has been taking off lately as the companies we shoot for have been making their marketing plans for 2014. As we’ve pointed out, video is becoming a more and more important component of sales and marketing efforts as time goes on. And being the savvy marketers that our clients are, they see the ever-increasing need for videos in the marketing mix.

One of our good clients is the great team at Abbey Carpets/Blossom Valley Interiors in San Jose. While meeting with owner Steve Delamore to plot video marketing strategy for 2014, we discusses the need to capture broll footage of his installation crews at work. Looking at the calendar, he identified the perfect house for much of the shooting of the flooring installation to be done. Steve shared that the owners were not just wonderful people that are terrific to work with, but they are having all the floors re-done, including both carpeting and Karndean design flooring.

Imaging my surprise when he told me that the job would be shot at the home of some good friends of many years.

I’ve known Julie and Ron for many years through church work that we’ve done together, and since I hadn’t seen them in quite a while, it was great news that we had an excuse to go to their home. It’s always a treat to see them, and the opportunity to do San Jose video production work in their home was very cool.

It was a great treat to reconnect again and we compiled a series of videos of our shooting in their home. In this particular clip, you’ll see our cameraman in action capturing the application of glue to the floor so that Karndean Design Flooring can be installed. You’ll see the installer applying the adhesive in the kitchen where the refrigerator will stand.

We’ll have more clips of this San Jose video production shoot to share in upcoming blog posts.

 

 

 

Video Press Releases Increase Views 55%

Video press releases are shown to increase user views in controlled study.

We were intrigued to read recently that video press releases scored a significantly higher viewership that those press releases without videos. The methodology and logic was detailed in a recent Reel SEO article about the video press release comparison.

In it, author Greg Jarboe reports on a test that was run by New Orleans marketing company Get City Dealz. Three press releases were sent out at the same time of day on successive Saturdays last February:

  • with only an embedded video
  • with only an embedded picture
  • without either a picture or video  

The test showed that the video press release got 55% more views.

The results were hardly surprising, as we’ve been saying for quite some time (as in this post on BtoB video marketing) that video gives the marketer a strong edge these days, and this obviously holds true for video press releases.

video press releases get results

The video press release test was flawed in it’s approach, however.

As any good marketer or scientist knows, the proper way to test the effect of different variables is to isolate them and change just one at a time to measure their impact. In this study, the results would have been better measured if there had been a couple of more controls:

  • instead of three different press releases, they should have used the SAME press release (instead of 3 different ones), one with video, one with an image, and one without either
  • send all three releases out on the same date, instead of 3 successive weeks.

That said, the measurement of the effect of the response to video press releases would have probably been pretty much the same. However, to make the claim that they are 55% more effective may or may not be true.

Bottom line: you can rest assured that video press releases will get a better response than they would without the video embedded.

 

 

New AVID Editing System Added for San Francisco Bay Area Video Clients

AVID editing is still the standard for San Francisco Bay Area video editing and throughout the US.

In the San Francisco Bay Area video editing community and throughout the country, AVID edit systems are acknowledged as the standard of the industry. It becomes even more evident as you travel throughout the nation (especially the L.A. production community) that AVID is not just the San Francisco Bay Area video standard, but the national standard as well.

We’ve used AVID edit systems since we made the switch to non-linear editing in the 1990s and ever since then we’ve relied on their products. That’s why it was a no-brainer to add another AVID system to handle our expanding work load.

Our growth is coming in two areas:

  • legacy business (sales, marketing, training, and communication videos for businesses)
  • small business videos (primarily to gain greater search engine visibility).

Because of these expanding areas, we needed to add more edit capacity. While we have never limited ourselves to only doing San Francisco Bay Area video productions, the need is greatest for that geographical region. We look forward to putting it to use for those in other areas of the country (and even the world) as well.

We’re finding that as businesses seek higher search engine rankings through video, they realize that the video is important not just for SEO rankings, but to get customers in the door. So to accomplish this the smart companies wnat a truly professional look. Our new AVID system will contribute to doing that for our clients. And as we’ve pointed out previously, when our web videos are uploaded, we don’t want the clients to feel the need to do any YouTube video editing of their program.

San Francisco Bay Area video editing

Small Business Video Optimization on YouTube – Editing

Small business videos on YouTube should not need editing in the YouTube interface to get higher viewer engagement.

On July 22 we shared a post where we talked about the basics of optimizing your small business video on YouTube. At that time we promised to share the advanced features of getting your small business video on YouTube so that it can be found and viewed, with the bottom-line result of more customers.

Your small business video on YouTube should be in edit mode. As we mentioned in our July 22 post, you’ll see at least three images to choose from as a thumbnail. YouTube randomly picks one freeze frame each from the first, second and third 1/3 of the video. While the one in the middle third is chosen by default, you want to pick the freeze frame that is the most interesting. You want potential viewers who see the video to click on it, of course, so pick the one that you think will cause viewers to be most likely to click. Since YouTube began, videos have only had these three images to choose from and it has been a constant source of complaint that users had now control over this. No matter how much YouTube experts tried to game the system, they could not crack the code to get their preferred freeze frame to be the video thumbnail they would choose. That has changed now and YouTube is making a user-determined thumbnail available. At this point it is only available to YouTube Partners, so if you’re just starting out you won’t have that choice. Here’s a peek at what it looks like when you are a partner:

small business video YouTube thumbnail

Editing your small business video in YouTube

At the top of the page, you can click enhancements and you can actually do some editing in your video. While these are nifty ways to change your video, for a small business video they should not be necessary. That’s because you should have had your small business video professionally produced and at the point of uploading your videos should have had all necessary editing done.

As information however, there are a wide variety of tools from basic editing to special effects, audio enhancements. A particularly useful one is their video stabilization, which can be used if you make the mistake of shooting a video using a handheld camera instead of using a tripod. This is one of the 8 Ways to Doom Your Small Business Video Project.  A video pro will shoot with a tripod or other camera mount, so you shouldn’t have to use that YouTube tool.

Annotations for your small business video

In the annotations section, there are some useful additions that can help your small business video. You’ll see that you can add speech bubbles that can function as:

  • a call to action
  • a link to another video
  • a link to your Google+ page

We’ll look at this more in depth next time, including how to create these annotations. But as a teaser, you can see an example in our video production demo shown above. At the end of this short video (at 1:03 until the end) you can see an annotation that invites the viewer to visit our Google+ page.