There is a big debate on whether video is still a necessary instrument to use when executing SEO strategies. Some experts will tell you that video SEO is a waste of time, but the evidence and statistics support that using video for SEO is actually an effective way to generate traffic to your website and grow your site’s exposure in general. In fact, recent SEO effectiveness studies suggest that videos have a higher user engagement rate than articles, infographics, and images. Users are also more likely to pay attention to a video, especially now that we’re dealing with shorter attention spans and more competition in a very crowed Internet with lots of great content.
So, how can video SEO help your site gain traffic and customers? How can video SEO be done correctly? Let’s find out in three easy steps, shall we?
1. Correct Targeting – Titles, Key Words and Meta Tags
Search for a particular keyword on Google and you will see a number of videos appearing in search results. These videos are not only from YouTube, but also from other video sharing platforms and websites too. These searched appear at the top – or near the top – of search results, beating even the most SEO-optimised websites that do not incorporate videos.
It is clear that online videos boost a website’s exposure and SEO performance. Before you can enjoy these advantages, however, you need to target the right audience and keywords. Go through the same process of keyword research and fine-tune your content for a particular demographic.
More importantly, learn to integrate the keywords in a subtle way. You can use the title of the videos, their descriptions and, of course, the meta tags you add to your video content to help boost SEO performance. You can even do A/B testing and fine-tune your targeting. Here are other helpful tips to start you off on the right path: 17 Video SEO Best Practices
2. Add More Text – Descriptions
Search engine crawlers are much smarter than they were a few years ago, but they still can’t index video content; at least, they can’t index video content as thoroughly as articles. Worry not, because there are ways you can add more text-based information to your videos and maximise their SEO performance.
The video description we talked about earlier is one of the best ways to get started. Instead of stuffing the description with keywords, write a couple of paragraphs – around 200 words – explaining what the video is all about. Make sure the description is relevant and that users can understand the content of the video from reading it.
You can also use annotation tools and closed captions to add more text-based information to your online video. The latter is particularly effective, especially since it allows crawlers to read through the transcript of your video and understand its content for better SEO optimization in search engines.
3. Engage Your Users
Similar to web pages, the time users spend watching videos, as well as other user experience-related metrics, are also used to rank video content in search engines. When you boost these metrics you also are boosting your videos’ SEO performance to show higher in search engines and, in turn, improving your website’s SEO.
Companies such as clickintelligence.co.uk recommend that you add calls-to-action to your content that leads to engaging your users and viewers directly. Ask them to comment or ask questions to answer. You can also make sure the first 15 seconds of the video is engaging enough to maintain a high level of engagement.
By applying these and other video SEO marketing tips you soon will see better results and higher rankings for your web content across search engines.