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WHAT TO CONSIDER WHEN MAKING A VIDEO

When considering making a video. Ask yourself what is your main objective? The answer is probably to gain the most engagement from your viewers. Which incidentally, according to a recent marketing report is the number 1 priority, with wanting an increase in traffic at no. 2 and developing a fan base at 3, and surprisingly…

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CASE STUDY: NUS/ THE SHARP AGENCY

Approach: Produce an educational video to encourage students to vote in the 2015 General Election Just like most clients, we work with, this project started with some ambitious concepts from The SHARP Agency that could have been executed in many ways. The final film would need to encourage students to vote in the 2015 General Election….

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CASE STUDY – LONGWOOD

Client: Date of Birth/Longwood Engineering Approach: Produce a series of short departmental videos to educate potential clients while visiting the company website Although respected as a highly creative agency with years of experience in graphic design and concept development. This agency was the first to admit that they’d never worked in video before and they needed to…

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WHY VIDEO MARKETING IS TAKING OVER SOCIAL MEDIA

It’s becoming common knowledge that online video is continuing to rise at a rapid rate and it’s predicted that by 2017 video will account for 69% of all consumer internet traffic. YouTube remains to be the second largest search engine and has over 1 billion unique visitors each month, so placing your videos on YouTube…

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WHY VIDEO BUILDS BETTER BUSINESS

Once upon a time, online videos were all about pretty pictures that told a story. And sometimes those pictures weren’t so pretty: fuzzy images, poor camera work, ill-considered scripts and poor download speeds meant that online video often presented more barriers than benefits. Now, digital video is a powerful and affordable marketing tool – and…

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BEGINNERS GUIDE TO VIDEO SEO

By: Owen Radford, Online Marketing Manager at Elementary Digital I imagine you’re familiar with SEO for on-page, textual content, but what about for videos? If the thought of more SEO work for you gives you a bit of a headache, don’t worry; I’ll take you through some of the basics and touch upon advanced techniques too. Content Think about how you’re going to provide value to the viewer. You can offer up tutorials, reviews, demonstrations, displays etc. If you make it an advert for your company why not make it funny (if it suits what you do!)? If you can really hit the nail on the head with your content it will get more engagement – shares, channel subscriptions and people watching bigger percentages of the video. On YouTube, increased engagement will result in improved rankings within their search results pages. Distribution Somewhat unlike traditional text content, you can generally distribute videos more widely without being punished for duplication. If anything it helps. Where possible host them yourself, so that any shares and links point back to you. Carry on by uploading to YouTube, Vimeo and Wistia. Beyond this look for sites specific to your niche that may want to feature your video and reach out to them. If you can’t self host at least try to embed it into your site. Give it some social sharing buttons and include the code to allow others to embed it into their own sites easily too. You want to make it very easy for people to do this – they may love your video, but if there are any unnecessary hoops to jump through in order to share or feature it they’ll probably not bother. Whilst we’re talking about on-site, if you’re going to have a number of videos on your website you should use schema.org markup to describe them. Additionally I’d advise that you also establish a video sitemap. Remember to submit this to Google Webmaster Tools. Title & Filename Sure you know what your video is about, but will other people? There’s an art to writing a great title. You need to both explain what the video is and why anybody should stop what they’re doing to watch it. You can use your existing keyword research to find the most valuable terms. The reason section is usually going to answer a question such as what, why or how. Your filename should also include those powerful keywords, though you can generally omit the reason/call to action section. YouTube SEO Some or all of these ideas may apply to other video services, but as YouTube is by far the largest I’ll focus on the options they offer. Description – Here’s where you can go into detail and really explain the content of the video, which YouTube only has a limited understanding of otherwise. Remember to use your main keyword here again once or twice and aim for a reasonable length – around 200 words. Add closed captions – this is time consuming, but adds another dimension of understanding for YouTube. When you switch this on you’ll find it’s already had a go at transcribing the speech. It’s usually pretty inaccurate so go through and clear it up. Transcription – add a transcript of the video into the description box. Remember to include this with the video on your own site too. It’s good for both SEO and screen readers. Tags – add a handful of relevant tags. These aren’t massively powerful, but you may as well add them. Enable embedding to allow others to feature your content. Disallow advertising – assuming you’re promoting a service or product as a business, why would you want to give others the opportunity to get into that space? So there you have it – a beginner’s guide to video SEO. Good luck optimising and making the most of your visual content!

By: Owen Radford, Online Marketing Manager at Elementary Digital I imagine you’re familiar with SEO for on-page, textual content, but what about for videos? If the thought of more SEO work for you gives you a bit of a headache, don’t worry; I’ll take you through some of the basics and touch upon advanced techniques…

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