Although posting videos on the web is something that most people can do in their sleep, the process of getting them to rank high in search is another story. Video SEO has quickly caught up with the rest of the industry, and if you’re not using it as part of your content strategy you are sure to fall behind the curve. Video content has become extremely popular with users and it can be easier to rank video content for competitive keywords than ‘normal’ content when video results are incorporated into the SERP, so what are you waiting for?
Here are a few tips on how to get the most out of your video SEO techniques:
- Make sure to do your keyword research. Like on-page text content, video SEO requires the same type of keyword research to ensure that you are targeting the right keywords. People are often looking for information, so avoid transactional keywords and phrases that are designed to trigger a sale.
- Include keywords in your title, file name, description, closed caption, comments and surrounding text (if it’s hosted on your site).
- Target specific, or longer tail, search terms. A video titled “Car” is unlikely to end up on the first page of search results, while a video titled “White Mini Cooper Convertible” will be more likely to score well in the algorithm.
- Export in HD. Videos that are exported in HD tend to perform better than those that aren’t, so try to film (or at least export) in the highest quality possible.
- Consider hosting videos on your own site. YouTube is the second largest search engine and it can be a good place to host your videos if your goal is branding. However, if your targeted keywords cause video results to turn up in the search results, it might be better to host the video on your own site. This works especially well if your goal is to drive traffic. Remember that YouTube views don’t always turn into website traffic. Hosting the video on your own site does!
- Transcribe your videos. Google doesn’t know the content of your video unless you tell them exactly what’s in it. Transcribe your videos and put the content below the video.
- Use the word “video” as much as you can. Many users will include the word “video” when searching for content. Adding this word to your title tag, description and content could give you an advantage when ranking for a highly competitive word.
- Make great videos! Google and Bing work very hard to avoid becoming infected with poor quality videos. They need quality content in order to continue being the top search engines. Give it to them, and they are more likely to be fairer with your video and its ranking.