Include syndication tools. Syndication allows you to get found. You want users to get access to your videos in as many ways as possible; not only on your website, but especially within search engines. There are tools that will push your custom video out to other websites, and give users the ability to set up an RSS or Media RSS feed (an RSS feed is a subscription to news, video, blogs, etc. published online) based on your media files. "Typically, syndication tools are not extra, so make sure the provider does not charge an incremental fee for it," says Drey. If they do, that's not the right provider for you.