Now more than ever, video content marketing is on the rise, with a whopping 93% of marketers asserting they use online video as a marketing and PR tool. But did you know that implementing video content actually facilitates a symbiotic relationship with SEO?
Consider this – When Google crawls your site, it seeks out several markers, including page relevance, quality, and keyword placement. Multimedia adds value to all three of these metrics. Videos also have the potential to dramatically increase the time a user spends on your webpage, which has evolved into a significant indicator of page quality. Moreover, people are much more inclined to link to your content if it’s accentuated by visuals.
It’s little surprise then that marketers are allocating more and more resources to these projects. According to the 2013 Online Video Marketing Survey, 71% of businesses across a variety of industries have increased company funding for online video marketing budgets. But in this economy, you especially don’t want all that money going to waste. So how do you make sure your video content marketing is getting the attention it deserves? Make the most of your investment by maximizing SEO results with these 7 helpful hints:
- Target the right key words – Certain terms are more likely to yield better video-related search results. Try filling in your snippets (the few lines of text that appear under every search result) with key words and phrases like tutorial, review, demonstration, what is, how to, and even the word video itself. Think about what you type into the search engine when you are looking for something. And when in doubt, steal from the best and make it your own. Analyze some long tail enquiries currently returning strong video results or other rich snippets, and incorporate them into your SEO strategy.
- Don’t crowd your videos with other videos – Embed only one video per page. Multiple videos on the same page makes it difficult for Google to select the appropriate video to connect with the rich snippets. Duplicate video content can be just as problematic. For the best SEO, each page should hold only one, unique video.
- Use supporting images and text – Images, links, and accompanying text all assist search engines with determining page quality. In a ranking sense, a page with nothing but video content on it isn’t attractive. For example, blog posts featuring an embedded video are the most common content types to receive video rich snippets. Consider providing a full text transcript or a summary of key points to generate more useful content on the page.
- Link up! – A webpage's link popularity score is measured by the number of other pages that link to it, and that includes those linking from within your own website. Obtaining a listing in a web directory is also helpful! Be sure to understand your target audience, as content that provides value to your visitors will promote links. And of course, linking to related videos dually makes your site a flowing information hub for engaged users, encouraging them to return to the source.
- Include Schema mark-up – So we’re going to get technical for a second. Including Schema’s mark-up in the page’s HTML code is another way of providing search engines with some juicy meta-data. Major engines including Google, Bing and Yahoo! rely on these HTML tags to improve their display of search results, making it simpler for people to find what they need. Adapting to the Schema language gives you an SEO advantage.
- Create a video sitemap – After developing a collection of videos, it’s important that Google can index all of them. If you embed videos on your website that are hosted on a platform such as YouTube, the search results will link to the video on Youtube as opposed to your site, causing you to lose traffic. A video sitemap resolves this issue and gives search engines rich meta-data about your videos, as well as access to thumbnails, raw files, and supporting descriptive text. Check out Google’s Video Sitemap Guide for more detail.
- Enable the Comments section – Comments sections not only keep users engaged (and coming back, too, in the event they post and receive a response), but they build up keyword rich content around your videos. Just as YouTube videos stay popular based on star ratings, comments, and likes, the presence of real user interaction on a page gives it more quality cred. Be sure to attach social media icons to your video pages. Making your videos shareable can only strengthen your SEO cause!
Have any additional ideas for optimizing search results? What works for you? Share your knowledge in the comments section below!
[Image from Flickr user olarte.ollie]