Video SEO 101

Content is king, and video is his crown.
Studies of web interaction show that 17% of people spend four seconds or less on a website, but that same 17% are willing to spend over 2½ minutes watching an online video. Think about this; the average TV commercial is 15-30 seconds in length, so imagine what can be accomplished in the attention span of over two minutes. Engagement gold. But if a video plays and no one is there to hear it, does it make a sound?

Online video has awesome power, but it needs attention, and it needs to be done right. Here are 10 Video SEO suggestions that’ll help you create content that gets seen.

 

1. Quality is a priority.
2½ minutes is huge, but let’s be honest, it’ll be difficult to keep someone watching your video if it’s not something you’re proud of. If your video has poor sound quality, a poorly thought out script, and all over sub-par quality, it’ll reflect negatively on your brand. The video content you publish inevitably represents your brand, so do your best to make sure you’re putting your best foot forward.

 

2. Shares, likes & comments matter.
A high quality video that has an engaging story, compelling aesthetic, and clear message will gain likes, shares, and comments. This matter because it’ll enable you to get the most mileage out of your content, but it’ll also translate to better performance in the SERPs (Search Engine Result Page) for both YouTube and Google search results.

 

3. Optimizing Language
Perform thorough keyword research, find out what people are searching for, what people are asking, and strive to answer those questions and deliver content that helps them in a meaningful way. Find the most relevant and effective keyword phrases, then build cohesive and informative content around each phrase. Don’t mash phrases into one another, keep each piece of content cohesive to one over-arching keyword phrase. Optimize your script for these keyword and/or phrases, and enter them into the video’s title, description, and file name (ie: keyword-rich-name.mov).

 

4. Strategize your script.
Write a script that isn’t just fantastic as something to listen to and learn from, but also something that you can upload to the video and that’ll include your key-phrase. Google will read your transcript, so you want to make sure the script includes and/or corresponds to the meta-data (title, description, file name).

 

5. YouTube captions are a good transcript alternative.
If creating a video transcript is too resource consuming, YouTube has a feature to generate crawlable closed captioning. Although, if you choose this option, review the captions incase Google got a few things wrong and make edits as needed.

 

6. Host with YouTube
YouTube is the second largest search engine and a great free space that draws about 1 billion unique users every month. Host and embed your video with YouTube and you’ll have access to more people than by any other platform.

 

7. Embed videos on your website.
Use your video on your website. Add it to your home page if it’s a strong welcoming video with good general information about your business. Create a specific landing page around the video, with excellent written content and even accompanying pictures to boot. The more Google sees the video in use and surrounded by rich content, it decides the video is worth them ranking well in the SERP’s.

 

8. Video above the fold.
Having a video on your site increases the time users spend on your site, increase brand loyalty, and increase conversion rates by factors large enough they cannot be ignored. Even the mere presence of a video above the fold on a home page increases conversions and brand trust even without the video ever having been played or watched!

 

9. Use the “old” YouTube embed code option.
When you select the Embed option in YouTube you will see the formulated code, a Video Size pull-down menu, and four preference options; the last of these four preference options says “Use old embed code.” If you embed a video on your website or blog, make sure this option is selected. The old embed code gives you an <object>-based embed code that can be crawled naturally by search engine spiders (as seen right), while the new embed code puts your movie into an iframe that renders your movie uncrawlable.

 

10. Use Schema.org markup.
Schema is a form of microdata HTML markup that provides additional information and context to search spiders. Google has called Schema “the recommended way to describe videos on the web,” and as such, is a recommended addition to help make your video content fully optimized and accessible to search spiders. Learn how to use Schema.org for video.

 

Skillman Video Group knows how much goes into a video, but we also know how much a video can pay off. The cost to benefit is a no-brainer. Boston is home to many business large and small, new and old, and as an experience Boston video production company, we know the difference quality makes, and as a Boston SEO and marketing company, we know the difference strong web integration makes. Get the most out of your video, get the most for your website, and get the most for your business.

 

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