We’ve talked a lot about the writing on your website, particularly keywords, but Google loves to see multimedia too. Images are vital for a website but adding video and audio clips tells Google your site is more interesting, so it bumps it up the lists.
Images – make them real
Many websites use stock images when they are put together but it’s important to replace those as quickly as possible with real photos. If you sell products then you’ll be doing photos of those, of course.
But if not, they could be pictures of you and your team, your premises, work you’ve done or work in progress – before and after shots are great.
It’s important to realise that your photos don’t have to be fantastic either. As long as they are good enough they will still be better than generic glossy photos of models, staged in office settings or whatever. This is very important with businesses that operate locally, as you need to create a connection with potential customers in the area.
Videos – show people what you do
The same applies with videos – you don’t have to be Steven Spielberg.
One of the most effective videos I’ve seen is a testimonial for an IT services company a few years ago. It was filmed on a small camera or phone, outside the customer’s offices, in a howling gale with Manchester traffic thundering past.
The customer gamely shouted into the wind about how great the firm was. It was very real and made me think they must be impressed to go through all that for them!
Grab your phone and point it at your work or something that shows customers what you can do. One very effective method is to do a speeded up video of what you do. Look for ‘time lapse’ in iTunes (or Google Play for Android phones) to find apps that will do this – we did a great one for a marquee firm last summer.
Audio – another multimedia angle
If you’ve been on the radio you can grab a recording of that and stick it on your website. If not, why not record yourself talking about your work or a recent project that went well?
Putting multimedia on your site.
In all cases, make sure you add relevant captions to your image or clip, using your keywords where relevant.
Depending on which system you use to edit your website there will be fields you can fill in when you put the image or clip up. You should see things like ‘alt tag’ or ‘mouseover’, possibly more. These are usually hidden but people will see them in certain situations and Google takes note of them too, so use your keywords and keyword phrases in them as well.
Using hosted sites
It’s a good idea to put videos on YouTube and then link to them, rather than actually uploading them to your website. This will save money on your website storage and data charges but also YouTube is owned by Google, so that helps your SEO.
There are similar sites for audio although there isn’t a clear market leader like YouTube and not many are completely free. Try Blubrry if you’re using WordPress or Soundcloud, last.fm or perhaps BuzzSprout. Or you can host audio files yourself as they are much smaller than videos.
If you’re really stumped as to how you can use video or audio, check out some of your competitors and see how they’re using them or ask people at networking groups – online or in person. Someone is bound to come up with some ideas.