Building a Video SEO Strategy

The core tactics of technical Video SEO are pretty easy to pick up. You can read through the bulk of what there is to know about getting rich snippets, optimizing for YouTube, and driving links back to your site within a couple of hours. While advice on these tactics will adjust and evolve as new technologies and iterations of the algorithm are released, there is an evergreen side to video marketing; one that both SEOs and creative marketers consistently fail to comprehend. And that is…

Video Marketing SEO’s fail because:

Creative agencies often fail at this, simply because they don’t know how SEO works. Most creatives don’t understand the full consequence of embeds or pointing to YouTube and Vimeo rather than to a company’s site. Typically they don’t understand how to get rich snippets, and so typically fail to get companies the SEO benefit due to them for the content they invest in.

SEOs fail because most have no say in the creative process for video, and are typically invited to do “video optimization” after the video has been shot, cut, and edited. Such a process ends up looking a little like this:

Take a look at the existing content.
Work out what goal best suits that content.
Implement the appropriate technical optimization.

Thus follows the often observed, awkward disconnect of marketers attempting to make promotional product videos “go viral.”
As with copywriting, content creation, and development, success in the video space looks like “integrating the creative and the technical aspects of SEO.”

For video, this means taking a goal driven strategy from inception to launch:

  • Define the business goals.
  • Define the appropriate audience, hosting, and promotional strategy for the goal.
  • Create content that matches the business goals and the audience demographic.

MAIN GOALS OF Video SEO MARKETING

10 Video SEO Tips That Can Truly Impact Your Rankings

Use Video to Solve Problems & Provide New Information

To get your videos to rank well for your search terms, you need to provide great content that actually solves problems or provides new information. The good news is that great content usually isn’t difficult or expensive to produce. This can be as simple as filming a whiteboarding session or getting one of your subject matter experts to sit down for a short interview. Ask yourself: what problems or obstacles does my audience faces regularly? How can I show someone how to accomplish their goal faster/better/cheaper?

Make Videos Easy to Browse & Link to Individual Video Playback Pages

Group together your video assets and create a user-friendly video resource center where your viewers can easily search your content. Set up your video portal or gallery with categories and tags so it’s easy to find exactly what you’re looking for and navigate between videos seamlessly. Avoid the endless stream of video players on a single page. If you’ve ever come across a wall of embedded YouTube videos on someone’s site, you’ll understand just how difficult it is to find what you want.Instead, make sure you have a separate landing page for each video so search engines can find and index each video asset individually. You’ve invested in your video content, so don’t let a poor video experience take away from that.

Use Interactive Video Elements to Connect With Viewers

For every video someone watches, there is an opportunity to call that person to action or guide them to the next logical step. Interactive video elements like in-video links, quizzes, surveys, and forms enable you to intercept your viewers at key moments and drive action. For example, if you create a how-to video for your app, use in-video interactivity to link your viewer directly to the point in your app where they can accomplish what they just learned.
Nail the Nuts & Bolts
The funny thing about best practices is that they tend to last a long time! Stick to the basics and embrace common sense when it comes to the technical side of video SEO.

Be Smart & Relevant About Metadata

we always talk about how we use rich metadata and smart content organization to get the most from their video resource library. A video is a way to go after valuable long tail keywords that they would not otherwise be able to grab.

Use Transcriptions for Indexing, Usability & Content

Transcriptions can have a major impact on your search rankings. Transcripts can take a video that is not ranking and get it ranked. In just three weeks of having transcription implemented in our clients’ video portofolio, the selected videos were ranking on the first page (Bing and Yahoo). We’re continuing to watch how these video perform. o unlock the content in your videos, add video transcriptions directly to the HTML of each of the pages where your videos are hosted. Transcriptions give your viewers the option to “read” a video if they can’t listen at the time, while providing the keyword richness a search engine needs. Transcriptions are also very useful in creating additional content from your videos. For example, you can use a transcript as the base for a blog post that links back to your video resource site.

Host Your Videos on Your Own Domain

If there is one single thing you do to get more SEO value from your videos it’s to host them on your own domain. YouTube and Vimeo have their place (we’ll get to that below), but you must host your videos on your own site.

You want to use an online video platform that will build out a video sitemap on a subdomain on your own site. If you’re using YouTube or another video player to embed video on your site, you’re simply giving away all the credit for your content.

Make Sure You Have a Video Sitemap

To really nail the nuts and bolts of video SEO, you need to have the basics covered with a properly configured video sitemap.

Every entry in your video sitemap must include a link to a landing page for a video, hence the value of the video resource site or video gallery.

Metadata is optional but recommended.

Look for an online video platform that automates the video sitemap for you so you don’t have to worry about it on an ongoing basis.

Use Transcriptions for Indexing, Usability & Content

Transcriptions can have a major impact on your search rankings. Transcripts can take a video that is not ranking and get it ranked. In just three weeks of having transcription implemented in our clients’ video portofolio, the selected videos were ranking on the first page (Bing and Yahoo). We’re continuing to watch how these video perform. o unlock the content in your videos, add video transcriptions directly to the HTML of each of the pages where your videos are hosted. Transcriptions give your viewers the option to “read” a video if they can’t listen at the time, while providing the keyword richness a search engine needs. Transcriptions are also very useful in creating additional content from your videos. For example, you can use a transcript as the base for a blog post that links back to your video resource site.

Host Your Videos on Your Own Domain

If there is one single thing you do to get more SEO value from your videos it’s to host them on your own domain. YouTube and Vimeo have their place (we’ll get to that below), but you must host your videos on your own site.

You want to use an online video platform that will build out a video sitemap on a subdomain on your own site. If you’re using YouTube or another video player to embed video on your site, you’re simply giving away all the credit for your content.