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Video SEO: A Guide You Shouldn’t Miss

Sep 18, 2018
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Video SEO is something people hear about every day in the industry. But have you ever tried that?

That is the question which can make your digital presence a milestone if you address that promptly. Usually when we hear about SEO we usually use it in the reference of website and business.

With revolutionizing technology, the level and mode of customer engagement is changing. The polarity of engaging content is shifting towards more visualizing content rather than just written content.

In the early 2000s, bloggers got their hands on DSLR cameras which introduce a new format of content in the digital realm, the video content!!!

The SEO practices for a video always baffles modern marketers which is why we bring you a guide which will help you in optimizing your videos for search results.

So, are you ready!!!!!

Without any further ado, let’s get you started,

What Video SEO is?

It is a simple process where you optimize your videos for search results. For ranking your videos content need some optimization strategies. With some tweaks you can increase the chances of your video to rank higher in search results.

Ways to Optimize Your Video for Search

#1: The Video Hosting Platform

Before you make a video and share it on random platforms, you need to make sure that you are clear with the purpose of the video. What you want to achieve with the video there? Do you want to increase your website traffic or you simply want to increase brand awareness for your business? While choosing hosting platform for video, you must have a clear intent coz the visibility of your video depends on that.

If you have intent of going for brand awareness rather than high traffic for your website, then Vimeo or YouTube are ideal platforms for your video. When you opt for these platforms, when your video get indexed, majority of traffic belongs to these platforms because of suggested videos played after your videos.

If you have a dedicated focus on increasing on-site traffic, you must search for alternative hosting platforms to showcase your videos. (NOTE: YouTube and Vimeo are not the platform you want to go for in this case).

#2: A Video Transcript

By now you must be familiarized that a search engine is not going to watch your video and then rank it accordingly. Here you cannot replace written content at all. A video transcript will not only give your viewer an idea of what you have in the video but also provide search engine bots the information about your video. With this additional text, you make it easier for the bots to crawl and rank your video according to the related search query.

Not only do video transcripts make your videos more accessible to a larger audience, they make your videos more scrap-able by search bots since there’s additional text on the page.

#3: Engaging Thumbnail Image

The video thumbnail is what the searcher will see when your video is indexed; therefore it plays a significant role in whether people click. You want to think of your thumbnail image similar to how you think of cover of a book or the homepage to your website. It needs to be compelling, relevant, and all around beautiful!

Make sure it’s also relevant to what you’re trying to rank for. For example, in the search below I typed in “how to waterski.” It’s clear that the second listing wins the thumbnail competition since there’s actually a person doing the thing that I’m searching for. The other two videos listed show someone sitting on the dock and sitting in the water, which is not as relevant or enticing.

#4: Title & Description of Your Video

Just like they do for a blog post, the title and Meta description play a factor into ranking videos. Spend time crafting an engaging video title and description. Do the keyword research to ensure you’re targeting keywords that people are actually searching for.

Ensuring video titles and descriptions are highly optimized is one of the most effective ways to ensure greater visibility in search.

#5: Your Page Must Be Relevant to the Video

You can’t rely solely on optimizing your video to receive placement on the SERPs. It’s still just as, if not more important that the page itself is also optimized for SEO or the search engines won’t bother to crawl it in the first place.

While it can be challenging to get your website ranked organically, if you continue to create high-quality content and ensure the technical SEO components are in place, then rankings will come.

The other piece is ensuring the video is relevant to the page you’re embedding it on. You need to ask yourself: does this page relate to the video in question or is it generic? If the page is generic and the video is just thrown on there, then the chances of it ranking are low.

#6: Keep the Video as the Center of Attraction

Time and time again I’ve seen websites where the video is hidden or below the fold so users have to scroll and scroll and scroll until they finally land on the video. This naturally leads to low plays and play rates because people don’t want to go out of their way to hunt for the video. Search crawlers also are unlikely to go out of their way to index a hidden video.

If the video is hidden or embedded far below the fold, then your chances of having it ranked swiftly drop.

#7: Never Embed Single Video on Multiple Pages

Have you ever played a match of tennis against yourself? Well, that’s essentially what you’d be doing by embedding your video on multiple pages. It’s important to avoid this as there’s no sense in competing against yourself.

If your page and video are both relevant to each other, and you're hoping to ensure that page and video get ranked, then there’s no sense in embedding the video elsewhere on your public facing website. You’d essentially be competing against yourself, which is illogical.

Winding it up

There are many places you can pay to promote your video, like Facebook, Twitter, and Instagram. You can also try other non-paid strategies, like having partners promote your videos.

About Author

Sugandha is a proficient digital marketing expert possessing 2.5 years of experience in the IT industry. She has managed diverse projects dealing in internet marketing, PPC, SEO, and SMO and handled their deployment. She is currently working in a renowned company offering top-notch digital marketing solutions worldwide.