The art of optimising a video is, like so many other SEO activities set to get tougher. Google's Hummingbird represents a new algorithm and it's new features among other things affects video marketing.
Conversational search is getting particular attention from Hummingbird, and how queries are
phrased during online conversations (or to Google) will now have greater importance. This change may have come, in part, as a response to the dominance of searching online using Smartphones, and with using voice activated features like Siri.
Today, many people are using voice commands to search for something online, and often how we say something is different to how we type it.
Hummingbird is designed to understand long-tail key phrases better than the search engine
currently does. So for example the phrase, 'How do I make espresso coffee?', previously the
keywords 'espresso coffee' would get attention and results would come up accordingly. However, now the 'How do I' and 'make' is being taken with more consideration than in the past.
So how does all this affect video content and the marketing of it?
Now more than ever creators will need to consider how well their video content answers a users question, and this will determine how well they rank in search engines. The users intent is anticipated by hummingbird, and so you will have to do the same.
Your video needs a reason to exist. what question are you answering with the video? and if not, why would someone watch your video/what are you actually offering users? You need to make sure your video content is rich in quality. They need to be relevant to the site and potential visitors, things like being easily navigable and having unique landing pages for video are also factors to consider.
Simply posting a video for users to take a look won't be enough for marketers in the post-
hummingbird era. Now you need to anticipate what questions users are asking, then answer them with relevant, helpful and informative video content. SEO is not dead, it just got more complicated.
Video is now a more powerful marketing tool than ever before, but the landscape has changed and if you don't want to be left behind you need to adapt.
By Benjamin Nathaniel Minot - TechHub London Member and Founder of MondoTV.co.uk
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Research for this article by MondoTV partner www.weboptimizers.com