It’s! The! Next! Big! Thing!
And it’s GREAT that you’re incorporating it into your content marketing strategy.
(Wait, you don’t have a content strategy? Here, this will help.)
Once you’ve produced that emotive, hilarious, sure-to-go-viral video, you want to make sure you give it the best possible chance to be seen. That’s right. We’re talking about optimising your videos for SEO.
Why Video Is Good For SEO
Video gets you more backlinks.
People love watching videos, and people love sharing videos. Sharing = backlinks = greater domain authority in the eyes of Google = SEO BOOST. Like magic.
Decrease bounce rates, increase dwell time.
Video can be used to convey complex information very quickly, which means it’s a great tool for capturing those people who exit sites immediately if they’re feeling unsure about something. Bounce rates are used as positive or negative user experience indicators, so it’s worth your time trying to decrease them. Conversely, higher dwell time is considered an indicator of positive user experience, so people sticking around a couple extra minutes to watch that video is doing great things for your rankings.
Increase CTR (click through rates)
Have you noticed that video results appear at the top of the page when you search for something in google? Exactly. Video results are more appealing than text based results and have a better chance of snagging the click.
Nail your keyword strategy
Including a description, transcription, closed captions, even a script will all give search engines more keyword-rich text to index. If your video is relevant and helpful, so too will be the script. Always good.
How to Optimise Your Videos for SEO
There are a number of ways to make sure your video content is as optimised as possible, depending on whether you decide to host it on your own website or a streaming platform (or both).
Self Hosted Videos
Self hosting provides you with more opportunities to optimise for SEO. You’ve got the video itself and all the on-page and back end aspects of SEO at your disposal. Plus, if people are on your site, they’re more likely to click to other pages on your site rather than getting sucked into a wormhole of cute animal videos.
Here’s what you need to do:
- Place your video higher up on your page (‘before the fold’ – so people don’t have to scroll down to see that there’s a video to watch).
- Include relevant keywords in the title of your video.
- Write a description so people know what it’s about.
- Consider giving the video it’s own page with title, description, and header tags – optimise as you would for any other web page. (Need some help with on page SEO in 2020? We’ve got an ebook that’ll help!)
- Add closed captions and/or a transcript. Closed captions make your video content accessible for people with hearing impairments as well as all the people who watch video content with the sound off. A transcript is also a rich source of natural sounding, semantically related keywords, so use them!
The benefit of hosting your video on a streaming platform largely lies in their already captive audience (although this can also be to your detriment if users get distracted by other peoples’ content). YouTube is the heavyweight champion of video, with 82% of video search results being pulled from the platform. Vimeo’s relative benefit is your ability to customise the player to match your brand colours. Plus it’s ad free, so the user experience has a more professional feel overall.
- Use an exciting title with relevant keywords.
- Include keywords in your description.
- Clearly explain your topic in the description.
- Include a transcript.
- Choose an enticing thumbnail.
- Use your topics as tags.
- Encourage engagement. Platforms use those ‘like, comment, subscribe’ engagement metrics to determine whether users are enjoying the content, so it’s worth taking the time to prompt users take action.
(Given you can embed videos from streaming platforms into your own site, we suggest doing both and reaping all the benefits. Why not.)
Feeling more equipped to handle your video?
You’re welcome. Now, go forth and prosper.
If you still feel like you need a hand making sure everything is in order, contact the Pounce