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How to Optimize Multimedia Content for the Search Engines

Posted on 4.28.2016

The presence of multimedia content on Web pages, such as images, videos and dynamic graphics, can improve the user experience and benefit a brand’s search engine optimization (SEO) initiatives.

To use this content type for an SEO advantage, however, brands must first know how to optimize it for the search engines.

Discover the basics of optimizing multimedia content by checking out Website Magazine’s three-step approach below:

1. Be Descriptive

Keywords are an important part of SEO regardless of content type, but especially for multimedia content like videos and images. This is because the search engine can’t crawl the content of a video to discover what it is about, so keywords within the video’s title, caption and tags are all the search engine has to learn about the video’s subject matter.

Because of this, content marketers should be descriptive in the titles, descriptions and tags they create. It’s important to keep in mind that these keywords don’t only help for SEO purposes, but can also improve the user experience as descriptions are often displayed below a video or image.

2. Create Quality Content

Quality is a ranking signal for not only blog content on the search engines, but reportedly for multimedia content too.

Time spent engaging with content helps search engines determine quality. For instance, if someone searches for “best way to clean carpet” and clicks through to a slideshow that is less than informative, the person will likely navigate back to the search results quickly. This signals to the search engine that the content that was clicked on was not a good fit for the query. Conversely, if the content is informative and the person spends a lot of time interacting with the slides, the search engine recognizes the content as a good source of information. This is why it is important for brands to create content that serves a purpose and is labeled appropriately.

3. Share!

Links are another quality sign for the search engines, which means that it’s important to make content sharable.

Brands should include social share buttons on multimedia content, as well as share the content across channels (including social and email) and encourage audience members to share the content too. This is also a reason why it’s important to create quality content, because consumers will naturally want to share content that they think provides value.

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