Digital Agency Video Search Engine Optimisation

For several years now, digital video and Video Search Engine Optimisation (VSEO) has become increasingly important in its relevance to ‘traditional’ Search Engine Optimisation (SEO) and in its discussions within digital agency and online marketing circles. However, there are clear benefits and pitfalls of using digital video as part of a Search Engine Optimisation strategy.

Video search is clearly different from more traditional forms of SEO. It enables businesses, online marketing and digital agency professionals the opportunity to get high impacting digital media in front of consumers using a combination of moving images, sound and traditional text. Keywords in digital videos and video search are still important, and there are numerous tips for improving video rankings using VSEO when either sharing videos on websites such as YouTube or when promoting hosted video on a website.

An example of an essential video search engine optimisation technique has recently been highlighted by Matt Cutts, of Google fame – the creation of a video sitemap within Google’s guidelines. With the future release of Google TV looming, video search results are likely to become increasingly important.

Today, it’s virtually impossible not to come across video in some form or another online which, for the purposes of a digital agency, can be a double-edged sword. The good news is that digital video is a medium through which more searches can be influenced, providing additional relevancy to the consumer and increasing search result conversion rates because of the additional impact that video has on the online searcher.

However, caution should be exercised as digital video and video search becomes increasingly popular - video search results, as traditional results in the SERPS before it, will become far more competitive. Video search optimisers now have to work much harder to make their video creations stand out from the crowd. In order to do this, a professional digital agency with the knowledge to design, develop and market an online video strategy is essential.