Have you ever noticed how YouTube videos seem to dominate the first page of Google when you are searching? Unsurprising, as video already makes up a large part of all internet traffic, and is expected to grow to 80 percent of all traffic by 2019. Videos are only going to continue to grow in popularity and accessibility. It’s definitely not an area that can be cast aside and not thought of as part of your site’s SEO strategy.
Ever wonder how you can get your videos to rank in Google, just like all the ones that you are seeing in your daily searches? Here are a few tips that you can use on how to improve your video SEO and get your videos found.
Hosting your site’s videos on YouTube has numerous benefits. YouTube is the second-largest search engine on the internet after Google, so your content is very likely to be found there. By having the videos hosted with YouTube, you also won't run the risk of slowing down your site. Finally, being owned by Google, YouTube gets a huge preference from the search giant. A study by Wistia last year found that YouTube videos captured nearly 92% of video rich snippets in the Google SERPs.
Source : Wistia
With over 1 billion users, hundreds of millions of hours of video (currently over 300 hours of video are uploaded every minute), and billions of views, uploading and marketing your site’s videos on YouTube can help your content gain visibility in both YouTube and Google Search.
A few things to consider to help with your videos rankings on both Google and YouTube would be:
While hosting your video on YouTube has many benefits, there are still benefits to hosting certain types of videos
So when should you host videos onsite? A good example of a video that should be hosted onsite is a short product tutorial. This kind of video would make the most sense within the context of the product page on your site, where it can drive conversions from visitors who are already at the bottom of the funnel. Viewers who stumble upon your video randomly on YouTube, with no context, are probably not going to be interested.
If you choose to host videos onsite, you should consider using a third-party secure hosting platform such as Wistia or Vzaar. This will help you save bandwidth, serve videos to users on any device or browser, and take advantage of analytics capabilities more in-depth than what YouTube offers. It will also allow others to embed your video, so you can take full advantage of links and social sharing.
Similar to having a XML sitemap for your site pages, it’s just as important to create a video sitemap for all your videos to allow search engines crawl and index the content of your videos. Metadata in a video sitemap can be customized to include rating, duration, age appropriateness, view count, whether the video can be embedded or not, as well as other useful information.
Be sure to include the following information in your video sitemap: title, description,
Videos, like all rich media on your site, should be accompanied by at least 300 words of text content. If you don’t have 300 words of text on your page, consider creating a transcript for your video. Remember that Google’s crawler reads only text – by adding a transcript, you are giving the Google crawler access to the contents of your video and any relevant keywords. This will also help improve user experience for those who are hearing-impaired or have their audio turned off.
Social media plays an important part in getting your videos found. Getting people to like, share and view your video will give a positive signal to the search engines and help show the value of your content. This will help drive traffic back to your site.
When used correctly, videos really can provide a huge boost to your SEO campaign. Take the DollarShaveClub for example:
The branding video that Dollar Shave Club created back in 2012 when anybody hardly knew who they were is a great example of how a great video can help boost your
It’s no surprise that a slow page load time that affects user experience will also play a role in SEO. Every second counts when it comes to page abandonment; the slower the page response time is, the more likely the user will be to leave the site rather than waiting for your content. As mentioned before, the best ways of optimizing load time are either hosting with YouTube or choosing a third-party secure video hosting platform. Hosting videos on your own server should be avoided.
The popularity of online videos will only continue to grow, and it presents a huge opportunity for SEO. Remember to produce quality content, as quality is just as important when it comes to video as it is with any other form of content.
Michael McManus, Earned Media Team Lead at iProspect, also contributed to the article.
This article was originally written by Dalia Goldberg.