5 Hot SEO Trends in Video Marketing

Video Marketing 5 Hot SEO Trends in Video MarketingSearch is without a doubt one of the fastest growing segments of the internet channel. Within approximately two years, the Google Panda and Penguin updates alone have dramatically changed how marketers approach SEO. While a lot of focus is devoted to social media and how it’s poised to be an even bigger game changer, little credit is given to video and the impact it has already made.

With video being one of the most powerful forms of content on the web, it is only right that the best practices in search marketing and beyond start to shift towards this exciting medium. Let’s have a look at the SEO trends that are driving change on the video front.

1. Keyword Research

You may have noticed that when you search for something online, whether it’s a certain celebrity or a specific brand, a video related to that query often appears in the search results. The fact that YouTube is considered the second largest search engine behind Google shows just how popular this type of content has become. Like all content, the key to optimizing video lies in keywords.

Just as you conduct research for the keywords you sprinkle in your articles, blog posts, and product descriptions, you want to do the same for your video content. Once you have identified them, insert those keywords in the following areas when uploading your content to the web.

- File name
- Title
- Description
- Anchortext
- Tags

Of course you don’t want to use too many keyword, but wherever they fit, try to squeeze them in.

2. Social Integration

The relationship between social media and SEO is an interesting one. There is a lot of discussion about social signals, but not even experts are certain just how much of an impact these signals have in the present day. On that note, even Matt Cutts, Google’s search specialist, suggested that they could eventually have the biggest influence of all. Even if these tactics do not bump up your SEO value directly, they could still bolster your overall marketing efforts in the long run:

- Produce and share content consistently

- Share videos on sites like Facebook, Twitter, and Pinterest

- Create a Google+ page and get set up with Google authorship

Pay special attention to that last point because it could be key if Google decides to shake up the search game again and strengthen its presence in the social space.

3. Embedded Video

Web video technology has come a long way. While there are still strides to be made, it is pretty flexible and easy to port around. YouTube and other sites give users a variety of options for sharing videos, including embedded content via code. You should consider the same for your content. Generating an optimized snippet of HTML code will not only provide an easy way for viewers to share, but also offer some additional SEO benefits when embedded on other sits.

4. User Engagement

One of video’s greatest strengths is its ability to engage audience unlike other mediums. Attention spans are noticeably shorter than in pastimes, so if you can put together something interesting, it could reel the viewer in and have them coming back for more. The importance of engagement goes back to the belief that social activity — likes, shares, recommendations, influence search results. Video marketers can engagement by:

- Placing Like, Share, and other social buttons next to videos
- Encouraging dialogue
- Including strong calls to action in your videos

Video has great engagement quality. It’s on you to bring them out.

5. Awesome Content

Beyond keyword research, linking strategies, and other tricks, quality may very well be the most important factor in the increasingly complex SEO equation. Quality video is what’s going to get  viewers engaged, which leads to the cycle of liking, sharing, link building and so forth. The game has changed to where tapping into the emotions of your audience is more important and rewarding than producing keyword-rich content and a bunch of links. But if you can balance both, then you can reap the maximum benefits of having a strong, highly visible presence online.

As you can see, the SEO trends in the video marketing arena are parallel to those in the digital marketing realm as a whole. The SEO landscape itself is being manicured in a different direction, one that rewards for quality, and penalizes for cheating. Video gives you a huge advantage to start with, so make the most of it.

About the author:

Author Bio
Francis Santos is a writer for Benchmark Events, a best practices event marketing company.

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