In the modern-day digital society, video content has taken the top spot in marketing strategies of businesses and marketers are investing more time in incorporating this influential communication medium. Technological advancements, smartphones, and platforms like YouTube have made it much more accessible and affordable to create videos. If you do a random search on Google, you will surely get at least one video search return and that makes the video SEO so important.
Videos have definitely become a rage in 2019, and studies predict that by 2020, 82% of the web traffic will be coming from videos, and million minutes of video per second will cross the internet.
Videos aren’t just great for engaging people or drawing them towards your offerings; they can also improve your SEO and ultimately the ranking of your website.
What is Video SEO?
Before discussing SEO (search engine optimization ) for video, let us be very clear that SEO related to website pages and SEO linked to videos are entirely different, and it is very crucial for your business to understand how and why SEO works for videos.
Video SEO means optimizing your videos to be indexed and rank higher in the search results for relevant keyword searches and drive more traffic to your website. It merely means that whenever someone searches for a term related to your business or industry, you appear closer to the top video search results on not only search engines like Google, but also on video search engines like YouTube.
With the explosion of videos all over the internet, ranking higher in the search results is very challenging and requires a handful of video SEO tips and strategies to improve your ranking.
How Google Algorithm adapts to the popularity of videos
When Google announced the Hummingbird algorithm, Google shifted the focus from specific keywords to a better understanding of the user’s intent behind a search query with the goal of matching relevant results to their queries.
You must have already noticed it a billion times when you ask Google how to make an apple pie or how to reboot your phone and Google returns at least one video result for your query
How videos boost SERP rankings
The two reasons that are worthwhile to mention here are,
- Videos lower bounce rate and increase dwell time – Given the engaging nature of video content as opposed to text or image, people prefer watching videos, which increases session or dwell time. Google gets a signal of the trustworthiness and relevance of the webpage it’s hosted on, ultimately giving your page a higher rank. This also means viewers are likely to check out more content or click to make a purchase, which increases conversion rates and also reduces bounce time
- Rich Snippets increase Click-Through Rate – Rich snippets deliver more information about your website and its content which increases Click-Through Rate and increases your visibility in the SERP
Video SEO Pro Tips
People prefer watching videos and given its popularity, in this blog, we will discuss video SEO and strategies to improve your rank to drive your website to the top of the SERP which are as following,
- Add a video transcript – By adding a text transcript alongside your video, you can improve the rank for your videos. Videos with captions give viewers another way to watch. They can watch videos on mute without disturbing anyone out there. Also, the technical and most important aspect of inserting a transcript is that it helps the search bots to look for common phrases and themes, ie, the additional text makes your video more scrapable and then finds a proper ranking spot for your video.
- Make Title and Description stand out – The title and meta description of a video must be both appealing and engaging to the viewers. If the title catches the attention of viewers, they will click it to watch, which will bring traffic, which then decides whether your content is worthy or not to rank in the SERP. Do keyword research and add keywords that people are actually looking for. Don’t just stuff it with keywords, instead make the keyword flow naturally. Ask yourself, “Is it interesting” or “will I click on this.” Including words that you want to rank for at the start of the title is highly recommended
- Create a video sitemap – Provide a separate video sitemap, including category, description, and tags to Google to get them indexed properly. It gives Google a better idea of what pages have videos and provides info to include in the search term index, thus ranking your content faster
- Avoid multiple videos on a web page – Google typically indexes one video per page. So. it’s best to avoid numerous videos on a page. In case you need to display multiple videos, display your best video first. Google recommends using a standalone page with unique title and description for each video.
- Use an engaging thumbnail – High-quality and engaging custom video thumbnails have a higher engagement rate than those without it. Once your video appears in search results, thumbnail becomes very important in deciding whether people will click or not. A video thumbnail is the first thing users see in search results. It is very important to have a thumbnail that stands out from the others and grabs attention.
- Build backlinks -To gain long-lasting traffic to your videos, video SEO backlinks are a great way to go ahead with. The more authoritative the SEO backlink is, the higher yours will get as well. There are numerous ways to create quality backlinks. Buying backlinks is against Google’s policies and be cautious with backlink spamming.
- Share across multiple social platforms and make them shareable – Include social media icons on the video pages so that your video can be shared across multiple social platforms. Host your videos on various platforms after deciding whether you want to attract traffic to your website or only to the video. When viewers share your videos on multiple channels, it also creates backlinks and makes your website more authoritative in Google’s eyes.
- Don’t embed the same video file in multiple places – Embed your video on that page where the page and video have relevance to each other instead of embedding on multiple pages. It makes no sense in competing with each other for search ranking.
- Mobile optimization – Ensure your website, where you are hosting your video. is responsive and mobile-optimized as the majority of the traffic comes from mobile rather than desktop.
- Name video filename appropriately – Use keyword-rich and accurately describing filename when saving video files to be uploaded on your website. It helps bots and humans to exactly know what the video is all about.
- Speed optimization – Ensure that the file size of the video should not impact the website load time. No one likes or stays on a webpage when there is a delay in loading time.
So, that was all about video SEO. If you have any queries or suggestions then do mention them in the comments section below.
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Vishal is a tech writer for Vidooly and a fan of everything related to Android. He loves exploring the nexus between tech, culture, space, and politics. He lies awake at night pondering over the myriad facets of life while also having an adventurous side to him. In his spare time, he enjoys watching sci-fi and drama series, reading psychology/politics fiction and playing brain games.