The Custard Media SEO guide to Video Optimisation
Video Optimisation – Search engines love video content. Google’s blended search brings online videos to the front page of search results whenever possible and YouTube links are everywhere you look.
Search engines love video because web users love video. Blogs are embedding videos left, right and centre, while top ten articles across the internet bring us the best videos on a given topic in one place, because we as users crave video content.
What many people don’t know, however, is how to optimise the videos they upload. Handle video optimisation wrong and your videos will never be seen by anyone. Do it right and watch the traffic flood in.
Presenting the Custard Media SEO guide to video optimisation.
Optimizing Videos Hosted on Your Site
- On-page meta data
Content is king (see below), but when the content is in video form you don’t want a page full of messy text too. Get around this by using a keyword-rich meta data, including a solid title tag and an enticing meta description, with a modest amount of text including the same keywords.
- User-generated content
Allowing people to comment on your videos means that your page is getting related content (which search engines love) for free (which everybody loves) which is regularly updated (search engines again). As long as you keep on top of it and check for inappropriate comments, you win.
We’ve all seen the videos with an option to ‘play from search term’ – it’s not magic, it’s down to transcription – a very cool element of video optimisation. As well as a useful textual transcription on the page, you can have your video tagged to allow users to play the video from the point a certain phrase is mentioned.
Very useful, and useful things attract links, which in turn attract high rankings.
- Encourage repeat visitors
If a user was impressed with your video, it’s likely that person would want to see more videos from your site. You can either wait for them to come back on their own, or offer a subscription so they’re notified every time you upload a new video. This isn’t fancy video optimisation, it’s common sense.
- Embed codes
The best way for a user to share your content is to give them a code to embed the video to their own site. This allows you to include a link back to your site and promotes your videos for free – bloggers especially love embedding.
Optimizing YouTube Videos
YouTube isn’t the only video hosting site on the web but let’s face it, it might as well be. Here are a few tricks of the trade:
- Meta data
Optimise your video title and description the same as you would for a page on your own site – video optimisation is no different. If the video is on your site as well, vary the meta data to rank for more keywords. Use the description to promote your own site, too.
- Share and share alike
A video optimisation must – add an embed code so that visitors can share your video on their own blog. Link to the video from your own site to encourage visits.
- Low pageviews?
There are a number of ways of promoting videos that are struggling for views:
* Promoted Videos – With YouTube ads, you only pay when users click your video. It’s risk-free and affordable.
* Video responses – Piggy-back on videos with a lot of views by posting a video response. This works a treat as long as they’re related. Think of it as video optimisation link building.
* Network! – Add friends, comment on other videos… get your username seen all across YouTube and the chances of someone clicking to you increase with every action.
- Learn your lessons
YouTube’s monitoring is extensive – so learn from your mistakes. If one video performs particularly poorly, consider what was missing or what you added that could have affected things.
More video optimisation tips
- Long videos are boring
Why have a five-minute video when you can have five smaller videos lasting one minute each? This way you can split the content into easy-to-digest pieces that are each more relevant to specific queries.
This also allows you to optimise for more keywords, giving you a broader reach, e.g. ‘How to do video optimisation’ becomes ‘How to do video transcription’, ‘how to offer video subscription’ etc.
- Hedge your bets – the smart way
3rd party video hosting sites like YouTube get plenty of traffic so uploading your video here can work, but make sure you use different titles here than on your own site. This will maximise keyword exposure and minimise the risk of being flagged for duplicate content.
Another good tip for anyone uploading videos to more than one website is to put it on your own site first, so that search engines like Google recognise your site as the original source.
This concludes the Custard Media guide to video optimisation – to find out how video optimisation can help your business, contact Custard Media today.