With 78% of the total U.S. Internet audience now watching online videos, according to a recent comScore Video Metrix report, online video has become a viable marketing channel . A recent post on Search Engine Land analyzing the promotional efforts on YouTube on behalf of the new Transformers movie offers some tips useful to law firms as well.
First, from a search engine optimization standpoint, marketers should submit their video files to numerous video sharing sites (rather than limiting oneself to YouTube).This maximizes exposure and opportunities for boosting brand awareness. There are tools available for submitting video files to multiple sites simultaneously that we make available as part of our online video service for lawyers.
Make sure that the text accompanying the video employs keywords relevant to your target audience. Keywords can be used in the video title, description, and even the file name and URL. The right keywords can help videos rank more highly in search engine results generated by target audiences.
When linking to your video from other sites, make sure to use keyword-rich anchor text.This tactic also helps improve the search engine ranking of your videos since Google uses the keywords in a hyperlink to determine the subject matter of the destination page.
And in the video itself, make sure to end with a call-to-action (e.g., website URL, landing page URL, 1-800 number). In this way, viewers are given a way to further engage with your firm once the video is over.
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