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Boost Your SEO with Video

Video continues to gain favor in the business landscape for its ability to effectively deliver messaging to key audiences. This is especially true as research develops surrounding search engine optimization (SEO) and the importance of a strong digital presence in the marketplace.

In brief, SEO relates to your company’s presence on Google and other search engine sites when someone searches keywords that relate to your business. So, for example, if you are a plumber in Fort Lauderdale, you want to be one of the top results when someone searches “Fort Lauderdale Plumbers” or “clogged drain help Miami” (just throwing those out there for the purpose of the example).

Search engines are today’s yellow pages.  Most people thumb through Google and other sites to get guidance on where to eat dinner or who to call when they need a handyman. So, how does video drive traffic to your site?

To paint the picture of how video provides a leg up in the race for search engine positioning, lets drop some statistics thanks to Brainshark’s 2013 article, “6 Cool Stats about Video SEO (and What They Mean to You). 2” First of all, Google owns YouTube and, consequently, “62% of Google universal searches include video2” (80% from YouTube). In addition, “video is 50 times more likely to get organic page ranks in Google than plain text results2” for two key reasons: people prefer video over text and videos are less prominent than written content. Therefore, video provides potential to climb page ranks due to a less is more scenario combined with user preference towards visual delivery of content.

Now, let’s take it a step further – as more people find and watch your video, the likelihood that your video will appear high in search rankings above other videos improves. How does that happen? Sharing.

Shareable content is a major driver for video’s effectiveness for search engine optimization. The term ‘shareable’ is self-explanatory – give people visual content they want to redistribute. While we previously established video is naturally preferred over written content, you still must create something that they deem worthy for the eyes of friends and family. Especially when someone publicly shares a link via social media, such as retweeting on Twitter or sharing on Facebook, they are putting their name and therefore their reputation and judgment behind the content.

Vision House described the power of sharable content in their article “Does Web Video Marketing Impact SEO?” with this comparison1:

“Each one of those shares creates a virtual road for your company that leads back to the company website.  Google likes those roads.  They make Google spiders happy, and their happiness means better rankings in Google.1

Best of all, it doesn’t have to be complicated or expensive. Check out this simple and affordable animation style video, which is quick and effective in getting the message across.

Take it from expert opinions or statistics, but it is very apparent that companies who utilize video in delivering their messages are capitalizing on a huge potential in the digital marketplace. Could video be the factor that takes your company to the next level?

Blue Truck Productions offers broadcast-quality programming design and production.  We specialize in developing original content for corporations for use in marketing and social media. For more information visit www.bluetruck.tv.

Written by Chelsea Watts, PR Specialist and Staff Writer, Blue Truck Productions

Sources:

1Milton, L. (2013). Does Web Video Marketing Impact SEO?. Vision House. Retrieved March 28, 2014 from http://visionhouse.pro/does-web-video-marketing-really-impact-seo/

2Cournoyer, B. (2013). 6 Cool Stats about Video SEO (and What They Mean to You). Brainshark. Retrieved March 28, 2014 from http://www.brainshark.com/Ideas-Blog/2013/August/6-cool-stats-about-video-seo.aspx


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The Big Picture: Scripting for Success

Once upon a time, a writer sat down in front of her computer with the goal of creating a powerful…no…meaningful…no…inspirational…informative…? Ah!  An excellent script.

No. An award-winning script!

How does one script for success?  It depends on how you define success. If you are writing a book, you may define success as finishing the manuscript, getting published, or winning a prestigious literary award.

In the world of video marketing, a script’s success is defined as meeting a very specific program objective (see the article on Content Development).  If at the end of the program your objective has been met, you have scripted for success.

The objective not only serves as a guidepost for success, it functions as checkpoint for content and drives the outline of your program.   Once you set the objective, you can create a basic outline that will help you organize the content and flesh out the script.  Even if you plan to hire a marketing or video production firm to help you with the project, this is a valuable and key exercise that will move you in the “write” direction.

A basic video outline consists of, not surprising, the beginning, middle, and end.  You will add more details as you develop the script, but this will give your video story-structure, which will help engage and hold audience attention.  Everyone loves a good story. Even in marketing.

For example, it your objective is to compel the audience to volunteer or donate to your cause, your basic outline might look like this:

I.         Beginning – Corporate mission statement and purpose
II.         Middle – Real stories, how we impact the world
III.         End – A call to action, why and how to get involved

As you begin to flesh out the outline and story visually, your outline might develop with notes on how you will convey the information, such as:

I.         Beginning – Corporate mission statement and purpose
  1. Interview with founder
  2. Archive photos and videos
  3. Timeline and successes
II.         Middle – Real stories, how we impact the world
  1. Heartwarming stories of lives changed
  2. Graphics and statistics, how many suffer / impacted
  3. Testimonials with clients or those served
III.         End – A call to action, why and how to get involved
  1. Interview with other volunteer(s)
  2. Describe the unmet need, what if the organization didn’t exist?
  3. Provide contact information and ask for help

With the objective and basic outline in place, you are ready to write.  Look at the outline and then ask yourself: What is our story?  Write the first rough draft. Don’t worry about typos.  Let the words flow naturally and tell the story as authentically as possible.  Save editing for the second draft.

If you happen to stumble over a writer’s block along the way, return to the outline and drill down the content. Try conducting mock interviews with your customers or employees.  What would you ask them and what would you like people to say about your product or service?  Write the responses or sample interview sound bites.  All of this material will help craft the final draft.

If you find writing is not your forte, you can always enlist the help of a professional writer to help polish the final words but having your outline and thoughts in ink will provide the backbone of your story and help advance the “big picture” that will develop into a successful script.