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Q: My team is working on a video strategy and I want to make sure we are optimizing for search. What are the most important things for us to focus on?

  1. Holistic strategy across search, social, and advertising
    1. Involve all team members that may use video
    2. Have those team members develop clear requirements for their channels
    3. Establish a clear framework that your videos will fall into, such as Googles Hero, Help, Hub framework
    4. Hold brainstorm meetings with all team members to identify
      1. Topics
      2. Video lengths and cuts
      3. How to best repurpose videos
  2. For search, specifically,
    1. First, focus on topics and keywords
    2. Second, analyze competitor topics through a Gap analysis
    3. Third, define a process for developing outlines and scripts for your videos that account for keyword targeting and user intent
    4. Lastly, ensure you have an established process for post-production to include things like transcripts, timestamps, annotations, and end cards
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