Liz Pratt is the Marketing Communications Manager for SearchPro Systems.
Earlier this month at the Mashable Media Summit, College Humor’s CEO Ricky Van Veen spoke about his top ten web content urban legends. As a creator of a website with more than 10 million unique visitors a month, he offered insights on what assumptions might be made when creating material for the internet. What can we learn from his myths, and how does it apply to video SEO?
Myth #1). People will want to watch your branded content. Branding should always be kept to a minimum until you are able to establish a decent amount of engagement capital. No one wants to send ads to their friends, and if no one shares, you’ll have poor Universal Search ranking.
Myth #2). People will be patient with your content. For most videos, keep it a minute and a half, or even less. Include a “hook” early on or the user will move to the next video.
Myth #3). People will find your content. Make sure your VSEO content is found by promoting it! Work to get it placed on the Universal Search page. Email your clients, tell your Facebook friends, and tweet about your new content.
Myth #4). The Internet is a level playing field. An influential blog author is going to spread your content over a much bigger audience than someone who doesn’t have lots of people paying attention to them. Find the authorities in your industry and share your VSEO content with them.
Myth #5). We have no idea why things go viral. It’s very difficult to make a viral video, but there are a few things to keep in mind: Keep it short. Keep it simple. Keep branding light.
Myth # 6). Experience beats documentation. Social media is based on people talking about themselves. Your content should allow them to show off. Let users submit their own reviews or include them in your videos. Then they can share it, which means higher Universal Search ranking.
Myth #7). You should build your own community and tools. Don’t ask potential users to sign up for a new network, use something they are already on, like Facebook or Flickr. They will be much more likely to engage if they don’t have to do any work.
Myth #8). Keep things professional. The internet is all about personal exchange. One great way to optimize your VSEO strategy is to make sure users feel connected to your content and your brand. Bring a video camera on a tour or introduce your employees, and share it online.
Myth #9). Traditional media is irrelevant to the web. How many Twitter accounts are out there for TV stars? Don’t forget that all media forms are connected. Keep an eye on TV, film, radio, and newspaper to maintain a comprehensive understanding of what is going on.
Myth #10). People will create good content for you. People can share and create your VSEO content, but they won’t do it until you’ve established yourself and made it worth their while. While it may take time to build up your engagement capital, don’t give up. Keep working at it, and eventually you’ll see great results.
SearchPro Systems is a leading New England based national digital marketing firm offering complete end-to-end Universal Search marketing solutions, specializing in video SEO.