Videos are becoming increasingly popular for B2B marketing. Brands with dedicated video marketing strategies generate more leads, enjoy better brand awareness, and earn more revenue.
YouTube, Facebook, and Twitter are great places for your video content, but prospects aren’t in buy-mode as they scroll through these social platforms.
However, 90% of B2B decision-makers use search engines for business decisions.
So, to get the benefits of video marketing, videos must be optimized for search engines.
You can get good results, more views, and qualified leads on your videos by following few best practices for video SEO.
Here a question arises, what is video SEO?
Video SEO optimizes your videos for relevant keywords to be indexed and ranked on the search engine results pages.
In the last few years, video marketing is becoming more popular with businesses. Once marketers began to work on DSLR cameras in the late 2000s, it’s easier to make videos and get them online (on YouTube) without a videography degree.
If we browse the internet, we won’t end up without seeing a video.
One more thing is the latest mobile phone in our pockets that can shoot relatively high-quality videos anywhere.
According to Phil, now it’s become difficult to get ranked in the universal search results than it was about three years ago.
If you want to rank your video on universal search results, you have to do a lot with;
- The authority of your website,
- How video-focused it is
- How it ranks for video-related queries.
How Does Google Rank Videos?
In its general and video search results, Google ranks videos using similar ranking criteria as written content. Such as the quality of content, the number of backlinks, and RankBrain are the most important factors.
In the same way, if you’re hosting videos on your website, the video optimization tasks are similar to those for images and written content.
Following are 5 steps you should take to improve your video search rankings to stand out in search results:
Transcribe Your Video Content
Providing both transcription and video on a single page offers more benefits:
- It caters to the preferences of different readers.
- Your video content is more likely to appear in general search results.
As I have discussed earlier, video transcriptions are optimized for search results in the same way as site content. While this may break duplicate content rules, transcriptions actually give a good user experience by fulfilling the needs of different learning styles.
While some visitors may prefer reading, others may prefer watching a video. To make business decisions, 85% of executives prefer reading over watching videos.
To transcribe video content, you can take 2 approaches;
- Provide a complete, word-to-word transcriptions. Just like Moz doing for their Whiteboard Friday videos.
- Provide brief text highlights. For example, Content Marketing Institute does for their This Old Marketing podcast.
Full transcriptions provide high engagement SEO opportunities and encourage more views with compelling content discussed in more detail in the video.
Ultimately, follow your target audience preferences: you can poll them to find out or do A/B testing to see the best engagement results of both approaches.
Optimize Video File Metadata
In general, search results, titles & descriptions of the videos appear in searches. While Google will find something to show if this data is not provided, you’ll have more views and chances of ranking multiplies once your metadata is optimized.
Titles and descriptions of videos should be;
- Compelling to encourage click-through rates.
- Relevant to the content.
- Include your main keywords
- Feature titles should not be more than 55 characters.
- Meta descriptions should not be more than be 155 characters.
Additionally, search results display thumbnails for video results.
Thumbnails of videos are just like the images to blog posts; if you choose the right and high-quality thumbnail, chances of clicking on your videos are increased.
Most video processing programs select thumbnails automatically by using a single screen from the video; it is highly recommended to create a customized, high-quality thumbnail that illustrates the content of your video and grabs viewers’ attention, and sparks interest.
Provide Structured Data using Schema Markup
To help Google find and understand the objective of your videos, website owners should provide structured data using Schema markup (semantic vocabulary).
The markup includes the following information;
- The video title
- Video description
- The duration of your video
- Upload date, height, and width dimensions
- Video embed or content file URLs
Structured data can also enable special features such as the “live video badge” for live streams.
Submit a Video Sitemap
Another way to help Google crawlers to discover your video content on your site is by submitting a video sitemap. You can increase your video discovery by creating a video sitemap and then submitting it to Google Console.
A video sitemap must include video title, descriptions, metadata tags, play page URL, thumbnail, and video file URL to help Google understand what the videos are about. Other optional fields can also be included: video length, number of views, category, rating, and live status.
5. Find the low competition keywords related to your video
The best way to know if viewers prefer video content for specific questions is to conduct keyword research.
You can simply do that by typing those words in searches. If you find video results on the first page of results, it shows that viewers are typically satisfied with video content for that search.
For instance, if you conduct a Google search for the query “Twitter tutorial,” you will find results in a YouTube video in the first 2 positions. Check out here,
Make a list of keywords that populate video results in general search and create videos.
Now, you must produce high-quality or more comprehensive videos than those that are already ranked for relevant keywords.
Video content standards are similar to text content in search results; they must be of high quality and without any fluffs. If you are optimizing low-quality and fluff videos, it’s not a valuable use of your time.
Just like general text content, the engagement of users is an essential factor. If your targeted audience watches only a few seconds of your video and then leaves, your engagement will drop. Google will determine that your video is either low-quality or irrelevant to certain queries (keywords).
Video content should be based on user intent, highly valuable with a high-quality production value.
But, that doesn’t mean you should hire professional actors or designing animations. Instead, it would be best to focus on the audio quality of your videos, clarity, and edit unnecessary content.
Once you create a high-quality, engaging video, you can upload them to your website, add transcriptions, and optimize display results with file metadata, schema markup, and submit sitemaps.
After you complete these tasks, your video content will be more visible, get a higher ranking in search results for video marketing.
Let us know if you have more tips and tricks for optimizing video search rankings.