How To Properly Utilize Video For SEO

Before you meet with your team to brainstorm ideas for a video blog or video for your website, you want to come to the meeting prepared with educated decisions on why you should engage in one topic over the other when the goal is to get more visibility and drive traffic to the video and/or website.

Keyword Research

Discover what your viewers want you to do a video about.

  1. Go to http://ubersuggest.org/ and enter a phrase related to your business and find related keyword phrases.
    1. For example, enter “Real Estate 2013”
    2. You will find related phrases that will generated ideas for topics

 ubersug

  1. Now go to https://adwords.google.com/o/KeywordTool‎ and enter several phrases from ubersuggest that were relevant
  2. Now enter Real Estate, Real Estate 2013, Real Estate Predictions 2013, Real Estate Trends 2013 and other phrases from ubersuggest.

googlekeyword

  1. Once you have submitted, you will see Google show relevant search phrases.
  2. This will give you a great idea on what phrases to specifically target while you optimize your youtube post and blog post.  This will also validate your idea, give you solid data on people searching for the phrases, and real data to push a topic.

competition

Optimizing Youtube Post To Get More Viewers & Exposure

 

One of the most overlooked elements in creating videos for Youtube is how to properly tag each video and utilize the 2nd largest search engine in the world to drive traffic to your video and therefore your brand/website/etc.

Tagging helps Youtube find relevant video results for their users.  You have to keep in mind that in all cases, Youtube wants the video that the user clicks on to be relevant to their search.  Tags are a great tool to show up in search results for the videos that you publish.

Keep in mind that the Youtube description also needs to be consistent with the tags and title of the video.  Remember that Youtube is a division of Google and has a lot of similarities in their search algorithm and rankings for video as it does for websites.  You need to make sure that your titles, content and tags are consistent and similar for your video to rank well for its keywords you target.

Upload & Optimize Your Youtube Video

  1. Once the video has uploaded, youtube will prompt you will more information to fill out.  This information will be vital for outside viewers (non channel subscribers) to find your videos and increase your viewership and brand awareness
  1. Enter a title.

i.     When creating a title, make sure that this title is relevant to the video and has a keyword phrase in it that is commonly searched from the keyword research that you just conducted.

  1. Enter a description.

i.     The description of the video needs to be relevant to the subject matter as well as relevant to the title that was just entered.  Make sure that you insert phrases where necessary in the description, but make sure that everything sounds natural and isn’t used unnecessarily.

  1. Create your tags.

i.     First things first, enter brand tags.  It is always important to make sure that the brand is represented in the video, as long as the video is being produced on behalf of the company.

ii.     From the keyword research that was conducted, enter tags that have higher search volume from the list you established.

  1. When brainstorming tags, make sure that long-tail phrases are being used to get specific search results.
    1. Long-tail means longer and more detailed phrases

i.     Ie “Real estate trends in Phoenix 2013”, instead of “Real estate trends”

iii.      Properly categorize your video.

Make sure that the video has been properly categorized.  Youtube provides very broad categorizations, so choose the most relevant to your subject matter.

 

Optimizing Your Blog Post For Video Posts

 

Posting Your Video On The Blog

When posting videos to a blog, there are many different ways and circumstances that will determine how a video needs to be embedded and used in the blog post.  We are going to go over how to use a video as the blog post.

  1. Before you begin with the blog post, there are a few items that need to be determined.
    1. Transcribe The Video

i.     If the video is the main content in the post, then you will need to professionally transcribe the video.

ii.     For video transcription, we used SpeechPad (https://www.speechpad.com/)

  1. SpeechPad costs 1/minute of the video to professionally and manually transcribe the video.
  2. SpeechPad can return a video in 24hrs if you pay an additional fee, otherwise will take several days to complete.
  3. Use tracking/data collection/hosted player like Wistia

i.     Wistia allows you to embed the video and track users experiences while watching the video.

  1. This is beneficial for the video team to see where they can improve in future videos as well as give insight to the user group that watches the videos and understand their behaviors.
  2. You can utilize video by embedding through Youtube, but we recommend using a hosted service like Wistia if you want to invest in video marketing.
  3. Creating The Blog Post
  1. Title

i.     Utilize the keyword research that you conducted and come up with a title that has the keyword phrase in it so that in your URL structure and title of the post help the post rank for certain phrases that you discovered in the keyword research phase.

  1. URL

i.     Most blogging platforms like WordPress will automatically create the URL structure to be the title.

  1. For example if the title is “How To Do Video SEO”, the URL will be automatically generated for /how-to-do-video-seo/
  2. You want to make sure that those elements are the same or similar for consistency.
  3. Post Overview

i.     Create a brief paragraph giving an overview about what the user is about to watch and read.  This needs to be quick and lead right into the video.

  1. Embed The Video

i.     Embed the video using Wistia, Youtube, or other video players.

  1. Enter The Transcription

i.     After the video embed, enter in the manual transcription that you had professionally transcribed.  The transcription serves several purposes, one being that Google will see all of this relevant, unique content that you just created in the video on the page.

 

 

What Is Google’s Algorithm Change “Top Heavy” And What Does It Mean For Me?

What Is Top Heavy?

Top Heavy 2 is an adjustment to the original Top Heavy algorithm change that occurred in January 2012.  This change was in response to users constantly complaining about landing on web pages and not seeing any relevant content to what they searched for.  Above the fold refers to everything a user sees when they land on your website, the upper most region of the web page where most websites put their most important content.

In the past, SEOs would put lots of keyword dense content below the fold in hopes that they could get rankings by putting content the user most likely will not read below the fold, in essence, tricking Google into believing they have great content related to that query.

Why All The Recent Algorithm Changes?

Throughout 2012 Google has sent a strong and very clear message on search engine results; that is quality.  In previous years SEO was an additional service many development companies provide and just purchase links and markup the service.  A lot of companies made good money during this time period, meanwhile putting a bad mark on industry leaders that provide great on-page SEO, inbound marketing and ethical services that result in natural link acquisition that ultimately increase rankings and sustain rankings over a long period.

Google knew what was going on, and now seems as though they have finally had enough of people buying links, spinning content, stuffing content and overwhelming the user will content that isn’t readable.

 What Does This Mean For Me?

Fortunately, the recent algorithm changes focus entirely on user experience and quality.  If you are trying to give your customer the best experience on your website and have good intentions, you will continue to see your rankings move in an upward trend.  If you are trying to outsmart Google and manipulate the algorithm, you will most likely see short-term gains that will be followed with a significant drop and increase efforts in recovery.

If you keep your user in mind and try and create great content, great tools and a great product or service, you will ultimately get links naturally and see great results.  That being said, you still need great on-page SEO, rapid page load speed and a compliant website in order to see great results.

Where Do I go From Here?

In general, create exceptional content and built a strong community.  This is not an easy process, you have to become an authority in your industry so people will respect your content and see value in it.  When we say create exceptional content, we don’t just mean create a weekly blog post.

Find creative ways to not only promote your business, but also provide helpful resources and build interactive media to keep your users engaged.  Your content has to be purposeful and fulfill a need, people in general are becoming smarter on the web and don’t waste time with thin content, everything needs to have substance.  Oh yeah, and share everything!

New Info-graphic For SEO Client

Using Info-graphics To Acquire Links

Titan Power is a data center design, build and maintenance company that we provide ongoing SEO services for.  We provide ongoing link building, content marketing and many other services to help increase their rankings for keyword phrases such as “UPS maintenance”.

As we all know now with the Penguin & Panda updates with Google, links are more important than ever (quality, natural links that is).  By producing this info-graphic for Titan Power, our goal is to acquire high quality industry specific links that will help increase their domain authority.

Design

Creating info-graphics takes time.  The reason that info-graphics are compelling and a great marketing/SEO tool is because its great content, looks nice and gives content providers FREE content.  You are doing these content providers a favor by giving them something to put on their website and talk about.  You know you have done a good job with your idea, data and design when industry specific communities respond well to the info-graphic and spreads naturally.  The subject matter needs to be one of the following:

  • Evergreen
  • Timely
  • Relevant
  • Controversial

We believed that this info-graphic that we produced with Titan Power is an Evergreen subject matter, meaning that it is always relevant because people unplanned outages for data centers is a common occurrence and many people are constantly doing research on it.

When designing these info-graphics,

 Deployment

Deployment is crucial.  If no one see’s your info-graphic, its useless.  During the design and development of the info-graphic, we reach out to publishers in the industry and let them know this is coming and test the waters to see if we have a good, solid idea.  It is also nice to get feedback from these industry publishers, because they have years of experience and know what is relevant in their industry.  One factor that can often be overlooked in deployment is social.  If you have social media accounts, use them.  Use twitter and hash tags to your advantage to get the content in front of the right people.  This will also help your social media campaign and show good social signals to your site.

Info-graphic Link Acquisition Analysis

Once the deployment has been completed and the dust has settled, we will look through Titan Power’s link profile to determine if this campaign was successful, find out where we either succeeded or failed and make improvements for the next one.  Each industry is different, and it is important too learn from the community and understand that their reception to your info-graphic will be different than yours and mine.  Always be open minded and make improvements to your campaign moving forward.

Below is the info-graphic for Titan Power


Source:
Understanding Costs & Reasons For Data Center Outages

Our Efficient & Effective Website Design Process

Website design is a constantly evolving term.  Five years ago I would tell you that a web designer is someone who can create a layout for a website and utilize brand guidelines to create the look and feel for a website.

Today, a website designer has to truly understand the functionality of the website that they are designing.  Website designers have to develop the interactivity and user experience of the site.  No longer does a website designer just design a layout, they are the brainchild of the overall functionality, user experience and have to understand how to direct the user through the website in an easy to use way that seems intuitive.
Website Design Scottsdale

At Epic Web Solutions, our design process takes a simple and effective approach to website design.  Although we encourage our clients to be in the driver seat, our experience and expertise is what guide the process along by setting priorities and the overall goal and purpose of the website.

It may sound simple, but the early discussions prior to the website design set the foundation for the entire design process.  We have to truly understand our clients’ products and/or services before we can begin the design.

We break out our design process into seven simple phases, they are below (see slideshare for more detail):

Phase 1: Initiate

Initiate the design process by sending our client a design questionnaire that will not only help our designer from a creative standpoint, but help our client to really think about all the elements that go along with a website.  This tool has been effective of the last several years because it encourages our clients to get involved and think of creative ways to use the website to send their message and promote their products and/or services.

Phase 2: Wireframe

Once our clients have completed the design questionnaire and have developed thoughts about what the purpose of the website is, we conduct a meeting that goes over the design questionnaire and begin to wireframe.  Each website we develop has a different purpose, and needs to be treated accordingly.  Wire framing helps the client and designer visualize the bones of the website.  This phase gets our client and the lead designer on the same page and develops a good starting point for design.

Phase 3: Initial Home Page Designs

Our designers will provide several home page concepts that are based on the business requirements, goal, purpose and other elements that the client has provided.  During this process our project manager will review the concepts at certain milestones to make sure that the requirements and overall functionality is on track with the company.

Phase 4: Revision Process

Once the home page design concepts are presented to our client, we set aside a time to meet and go over the elements of the website design and our designers explain the process and why they chose that direction.  During this review, our clients are able to interject and elaborate on concepts to help the designer with direction.  In many cases our clients like concepts from multiple designs.  At this point, the project manager and design team go over the request changes and determine the best way to incorporate the new information and feedback into the design, while maintaining the overall goal and purpose.

Phase 5: Final Home Page Revisions

After some back and forth with the home page concepts, we determine a final list of changes and wrap up the home page concept.  During this time, we go over functionality and how the user will interact with the website.  Once our client signs off on the design, we being to build out the sub page layouts.

Phase 6: Sub page Design

We have discovered that the most efficient way to complete the design process is to design the subpage after the home page has been approved.  This way we can carry the home page design and concept throughout the entire website in the appropriate way.  During this phase, we go through the same revision process.

Phase 7: Final Review

Once the home page and sub page have been finalized by our design team, we provide a final design review.  This meeting is to tighten and loose ends and ensure that the design meets all the brand and business requirements as well as conveys the message that our client is trying convey through their website.

The SEO game has changed

Google has sent a message thus far in 2012 in regards to web spam and over optimization.  We knew the old strategies of buying links and posting on directories was a dying strategy, but the one thing that has now come as a surprise is anchor text.Scottsdale SEO

In our previous link building campaigns and link bait strategies, we used to encourage heavy keyword dense anchor text.  Since April, the more keyword dense links that show up in our link profile, the ranking for that keyword phrase goes down, not up.

We did a lot of research and trials on some of our testing sites and found that links with non-keyword dense anchor text were increasing rankings of those sites, while keyword dense anchor text was not increasing, and in some cases decreasing in rankings.

We soon realized that this makes perfect sense.  SEOs were used to getting keyword dense anchor text links, because it worked.  When we put our feet in Google’s shoes it just started to make sense.  We asked ourselves “What is Google trying to accomplish with these updates?” and “What are they going to do in the future?”

The answers were so clear; Google is trying to stop over optimization and old tactics of acquiring low value links with non-natural anchor text.  The most natural links are the ones that are either talking about the brand or informing the read to click here, because of the action of going to that company’s website.

Needless to say, we have learned a lot so far in 2012 and have changed our strategies from what is working and how do we see continual growth for our clients right now, to understanding Google and how they are trying to show good natural results and truly understand the direction of future algorithm changes so that we can provide a long-term well established brand on the web for our clients with strong, well-balanced organic rankings.