ReelSEO's Grant Crowell hosts this special podcast on how many site owners' lack of proper visibility of their video content results in severe underperformance, creating false impressions that their audiences aren't interested video to the level of it being a sustainable product in their business model. Grant shares some common examples, and good tips for how a site should make its video prominently on its website to properly and fairly assess its performance.
Video silos vs. video ghettos
One way to define a video ghetto is by first understanding its opposite – a 'video silo.' A silo is where content on a website is successful as a business model because it meets all of the following criteria:
- Easy to find
- Easy to navigate
- Consistent in layout and design
A video ghetto, by contrast, is where video content is relegated to such a low level of importance in the site's navigation scheme that it is impossible for it to build any sustainable audience.
Why video ghettos are bad
It would seem common sense that anything you're producing is worth promoting right. But video ghettos often happen when site owners don't follow through past the actual production cycle of their video content, just plopping it anywhere on their site without rhyme or reason, without a clear order or structure, and very often not even considering how their audience might want to search for any existing video on a website. This is very bad for several reasons:
- Video ghettos build false expectations for an audience. Promising offerings of new media like video creates a real letdown when you don't any effort beyond just plopping it on any page.
- Video ghettos create wrong business assumptions about by site owners. When there's a bad setup for video on a website, it will very likely underperform no matter how good that video content may actually be. Site owners in turn, will assume by the underperformance that their audience is not really interested in video, and abandon it.
Tips for moving out of the video ghetto
As you can see, video ghettos never allow for video to show its real potential for visibility, audience engagement, and business monetization. If you really want to fairly test out the performance of your video content, here are just a few basic tips for restructuring your site architecture to properly feature video:
- Make a "Videos" category in your masthead navigation
- Include a clear subnavigation for your Videos section
- Include "Videos" in your footer links and site map
- Include a section for videos in the body content on your home page
- Dedicate a separate page to each video, and include text content (Title and description at the very least) around each video.
- Cross-link all of your videos
- Make videos searchable! If you can't filter out video content with tags, then be sure to include the word "Video" in each title tag where video has its own separate page, so it will stand out better in your on-site search queries.
- Tie video into your text (and other media properties). Look for any articles with topics or keywords related to the content of a particular video or videos. Next, embed a single video on the same page, and include links to more related videos on that same page.
So if you're making the effort to try out video, treat it a real neighbor on your website, and take it out of the bad part of town!
Grant's Rants are provided by Grant Crowell
Senior Analyst for ReelSEO and Owner of Grantastic Designs.