When video first started to be used online it had many of the advantages of traditional video but few advantages of the internet. Specifically, you could not link from a video. You could say, “call 555-1243 today, visit mysite.com,” or even link to another video on YouTube but you could not put a live link on your video to link to your website. Google has fixed that on YouTube. It is now possible to have a link show up on your YouTube video in any location on your screen, at any location in the timeline, and for any duration that will link back to your website.
When dealing with clients it is more important for production professionals to make a successful marketing video than a good video. As video production professionals we are often asked by our clients and the organizations we work for to produce videos for the internet. Confusion often arises around the purpose and the goals of the video, not to mention trying to define what a “good video” should look like. A customer will often ask for an internet marketing video or worse, a “viral video,” without really understanding the roles and purposes of video on the internet or how to measure its success. For those of us in video production we know that there are many types of videos produced at different levels of quality. A highly produced 30 second spot could cost $100,000+ and a video blog would entail the time it took to turn on the web cam and talk for five minutes.
One of the goals of putting a video on YouTube is to increase the chances of someone finding the video and driving web traffic back to your website. Just like your website you should do search engine optimization (SEO) for your video.
One of the most common mistakes video producers make when they post videos on the internet is to not do Search Engine Optimization (SEO) for the video. Search engines cannot see the content of a video and they depend upon the metadata or the closed caption transcript to know what the video is about. This post will describe how to optimize the metadata on YouTube for SEO.