YouTube’s standing as the world’s second-largest search engine (after Google) makes it clear that video is no longer just a fun way to kill time. So savvy businesses are rapidly deploying branding videos designed to connect and engage with customers, and using advanced search engine optimization (SEO) tactics to ensure their videos rank on the first page of Google searches and are seen by the broadest number of users.
But getting into video branding and SEO can be intimidating for newbies. That’s where recently launched firm Video SEO Pro, located in White Plains and Somers, comes in. The video production and online video marketing agency, founded by local residents David Vogel and Neco Turkienicz (who are broadcast television, film, and video production veterans as well as search engine optimization experts), helps firms get their product or service to the top of Google searches.
“We believe that the best way to connect with potential buyers is by using professional video to share your story and make a personal connection with your customer,” says Vogel, president of Video SEO Pro. “We work personally with each client to make sure the video we produce is creative and unique while also being completely optimized to rank on the first page of Google.”
They key for video SEO, he adds, is to know what potential customers are looking for—and use corresponding keywords. “Too many businesses define themselves by words that are not the same as the words Internet users are typing when searching for similar products or services,” Vogel explains. He recommends using Google Keyword Planner (which is free) to do that research—you’ll need to sign up for Google AdWords (also free) and learn how to use it, but, Vogel notes, “it’s well worth your time if you want your SEO to be effective.”
As for the videos themselves, Video SEO Pro offers the following seven tips for creating a professional company branding video:
1. Use An External Microphone. Audio is the most important aspect of any company video because if you can’t understand what the person is saying you can’t convey your message. Use a lapel microphone instead of the built-in microphone. You can find one online for less than $30.
2. Use A Tripod. Nothing makes your video look more amateurish than a handheld camera, unless you are a professional doing that intentionally for style purposes. Whenever possible use a tripod to keep your shots steady. You can find an inexpensive tripod for less than $30.
3. Let There Be Light. As much as this sounds obvious, many people forget to consider lighting when shooting a video. You don’t have to invest in expensive video lighting. Shoot outdoors or near a window and let the sun be your light source whenever possible. If you have to shoot indoors, use any type of lighting, just be sure to adjust the color balance on the camera for the type of lighting you are using.
4. Choose A Neutral Background. When choosing a location for your video, try to avoid using a busy background. It will distract the viewer’s attention and undermine your message, besides being visually unsettling. A neutral background will help the viewer focus on the subject
5. Shoot In HD. There are many types of cameras that shoot HD video including camcorder, DSLR and smart phones. As much as you can get great results from each, our recommendation is to use either a camcorder or DSLR because of the extra control you have over the picture and audio
6. Add Extra Footage. Don’t bore your audience with a lone talking head. To keep the viewer interested, add cuts to other framing, perspective or footage of your services or products. If you don’t have additional footage, good quality pictures will work as well.
7. Avoid Speaking Directly To Camera. Many business owners make the mistake of speaking directly to camera when they don’t have the necessary experience, and that just makes them look bad. Instead, have someone interview you “documentary style,” where they ask you questions and you answer naturally, so you can later pick the best answers to insert in your video.
