Kevin Elliot

In this month’s Third Thursday Tip, Brafton’s Senior Business Development Executive Kevin Elliot outlines the “9 Golden Rules of Video Integration.” Watch the video below, and read the transcript underneath the clip.


Hi, I’m Kevin Elliot, Brafton’s Senior Business Development Executive for our Video Marketing team. I work with clients to execute targeted campaigns, and while most companies understand video’s persuasive power, they lack the SEO knowledge to effectively integrate content onto their websites.

Matt Cutts constantly tells brands to optimize for UX, but how? We call this process the “9 Golden Rules of Video Integration,” and these tips not only improve a site’s SEO value, but also user experience.

So this is what an average blog post looks like. You have the body text and headline, but you want to add a video to the piece. Here’s how to keep readers on your site longer, engaging with other updates:

Step 1: Add video thumbnails on your site’s homepage to increase video content exposure.

Step 2: Create a video resource center to develop thought leadership. You have a section for your blog, why not? make a separate place for your visual media?

Step 3: Include related videos on each page to reduce bounce rate. When viewers watch one of your clips, give them a few others to check out.

Step 4: Position relevant calls to action on each page to increase conversions. If you publish a video about your marketing services, make sure you have a CTA that tells prospects how to learn more about your offerings.

Step 5: Build out a search-friendly video archive for intuitive navigation. Consumers might want to catch up on past events, and this section makes that process easier.

Step 6: Stay up with on-page optimization best practices to increase the SEO value of your video posts. This includes adjusted alt-text and keyword tags for greater reach.

Step 7: Make it easy for users to embed videos on their own websites by including HTML coding on each page. This encourages viewers to share your updates.

Step 8: Construct a video sitemap to help web crawlers understand your site’s navigation.

Step 9: Highlight social sharing buttons so your visitors know to share your updates with their personal networks.

By following these steps, you’re building an easy-to-navigate website full of valuable video content. You have a lot of opportunity to drive engagement on your site with video, but if your audience can’t find your updates in search or on your site, you’re wasting resources. Make sure your video integration process gets as much attention as your content creation does.