Did you know that video accounts for over 70% of all internet traffic?
As digital marketing evolves, we continue to see trends favoring video. Cisco forecasts now show video will make up 82% of all internet traffic by 2021. Astonishing, right?
That’s why your marketing strategy needs to incorporate SEO video marketing to take full advantages of this growing trend.
The reason for such a rapid growth in video marketing is its effectiveness.
People love videos. They are more engaging and easy to remember. Search engines also know the fact that the most valuable websites add both video and text content.
As such, they are ranking sites that offer video content higher in SERPs (Search Engine Result Pages)
But how do you improve your ranking with SEO video marketing? Before we get to that, it’s good first to understand how Google rank videos.
How Does Google Rank Videos?
The first step in learning how to improve your ranking with SEO video marketing is to understand how Google rank videos.
Google holds Video content to the same standards as written content in search results. It has to add value to users and be of high quality.
When video engagement is high, Google may interpret that your video provides value to users. That’s why it’s important to urge your readers to comment and like your videos–this may lead to higher rankings.
On the other hand, if visitors are watching just a few seconds of your video and then leaving, your engagement rating will fall. This may signal to Google that your video is either low quality or irrelevant to the search query.
In a nutshell, Google ranks video content using similar, but not identical ranking metrics as text content. As such, content quality and keyword labels are some of the most important signals.
How to Improve Your Ranking with SEO Video Marketing
When done right, SEO video marketing can make your site stand out in search results. Here are the 5 golden tips to help you boost the visibility of your video content on search engines.
1. Create Relevant Metadata
Just as you’d optimize the metadata for a blog post, you’ll want to do the same for a video.
Search engines rely on the metadata description to analyze video content and rank search results according to relevance. Your video should provide all the relevant details to help search engines index it.
When optimizing the metadata, take the title, video description, thumbnails, and tags into consideration.
For the video title, make it short and concise. It should be eye-catching and compelling enough to encourage readers to click through. Also, make sure the title contains the primary keyword.
The description should contain all details about the video as well as the primary and secondary keywords. The meta description should not be more than 155 characters.
Your videos are likely to rank higher if you do a stellar job at optimizing the metadata for SEO.
2. Host Videos to Your Own Domain
If the essence of video creation is to improve the ranking of your site, then you’ll need to host the video on your domain. This helps to prevent search engines from directing the traffic to another site.
Some people prefer to upload the video to YouTube, then add a link back to their site.
While this may be a good idea to expand your reach, it may not be the best for SEO. This is because search engines will always crawl the YouTube video first instead of your site.
Sure, having a YouTube channel is a great way to enhance your content outreach. But to fulfill the goal of SEO video marketing, you’ll want to leverage those audiences to bring traffic to your site. That’s where they will get more engaged with your brand, and probably even convert to leads.
3. Submit a Video Sitemap
A video sitemap is exactly what it sounds like–a map that aids search engine bots locate videos on any given site. It’s an advanced way to present video titles, subject, and descriptions to Google crawlers.
A video sitemap can also provide additional useful details like live status, platform restrictions, country restrictions, video duration, and other information that may help search engines to rank your video better.
One benefit of submitting a video sitemap is that you get an additional web presence on video.google.com search. And by providing a lot of details about your video, you make it easier for Google to interpret your content accurately.
While Google crawlers are able to identify videos on search results, adding a video sitemap enhances the discovery of site hosted videos.
4. Add a Video Transcript
Transcribing your video offers two benefits:
1. It makes your video more likely to appear in search results. Keep in mind that Google can’t read visuals, just the meta description that accompanies the video.
Transcribing makes it easier for search engines to index it and rank it in search results.
2. It caters to different reader preferences.
While some people may prefer watching the video, others prefer reading it. In fact, 85% of business executives prefer text over video and audio when making strategic decisions.
You can include a video transcript alongside an embedded video, or add it to the description box. A full video transcript can be very helpful as it also includes the right keywords. This further enables search engines to learn more about your content.
5. Optimize for Mobile
The mobile revolution is here, and its impact is being felt in every industry, thanks to Google’s algorithmic updates.
It all started in 2015 when Google rolled out the Mobilegeddon update that favored sites that were mobile friendly and penalized sites that were not responsive.
And now Google has begun to roll out the mobile-first indexing update after years of experimentation. This means Google will soon start using the mobile version of website contents to index pages.
That being said, you don’t want to have anything on your website that is not optimized for mobile viewing. And since over 50% of mobile usersaccess YouTube via smartphones, optimizing your videos for mobile makes sense.
But how do you optimize videos for mobile viewing?
Jeroen Wijering, the co-founder of JWPlayer, advocates proper encoding of videos to make them display correctly on mobile devices. He recommends the use of MP4 format for short videos and leveraging Apple’s HTTP Live Streaming tech for long-form videos.
SEO video marketing plays a critical role in enhancing the visibility of your site in search engines.
Consumers love visuals, and will always prefer video over text. As such, optimizing your videos for SEO can significantly bring traffic to your site.
Also, be sure to share your videos on social media. Social authority commands lots of traffic. If done right, social sharing can greatly reward your SEO video marketing efforts.
If you need help creating a video marketing strategy that drives results, get in touch with us. We can advise you on the best promotional services as well as have your video marketing plan custom made by our multi-faceted team.