Jason Malone

Mark Goodman

We work with many companies who are looking to better utilize the internet to grow their businesses. The discussion about Search Optimized Video (SOV) sometimes creates a broader dialogue around their internet presence.

If you are in the process of updating your website, here are two suggestions:

First, make a list of the top 15 or 20 questions that your customers or prospects are asking you. Additionally, think about 2 or 3 questions that they should be asking you… and are not. We use these questions to create short video segments, but you can use them in developing your web content. Look at these questions in the context of your website. Are the answers on your website? Are the questions on your website?

For example, here is a question and an answer.



Search engines use word match to determine if your website is of value to a searcher. If a searcher is asking a question, and that question is on your website, then your site has a better chance of getting recommended. Also, if your website does not answer some of the key questions your customers are asking; you ought to go back and rethink your content.

For example, suppose you are a professional services company. Your customers are most interested in the services you offer and how you solve their problems. They may not be that interested in your office building. So, if you had a big picture of your office building and a description of your space on your home page, is that the best use of key web real estate?

Second, if you are planning on using video, think about where you might place it, even if you are not ready for internet TV. Work with your web designer to leave some places where you can provide updates. You can fill it with a picture, or a bit of text. But visually, design your pages so that there is a logical strategy for adding a video embed. That way when you are ready to record, the space is available.

Use these reserved areas as places where you can regularly add new content. Identify with your developer sections that you can update with a simple text entry or a “cut and paste”. Some web developers will tell you that they will update the site for a minimal charge, but if you do need to pay $50 or $100 to update your site, you probably will not do it very often. If your web designer says that you can’t update the site on your own, you might want to look at a new designer.