Videos are a form of content that you’ll find on almost every single website, be it an e-commerce or an educational one. Videos are not just a form of high-quality content that keep viewers engaged, but it is also a great tool to increase your search engine rankings and website traffic.

According to research done by Hubspot, “The most preferred form of media used in the content strategy of a website are videos.” Video content is more engaging than text-based content and images.

Video Search Engine Optimization, also known as VSEO, is a very powerful but underrated tool for optimizing a website. Many of us have heard about content optimization and image optimization, but when it comes to VSEO, most people still have no idea that such a thing exists.

This by no means implies that website owners should start stuffing their websites with irrelevant videos in the hope of increasing organic traffic to their websites.

Rumor has it that Google prioritizes websites with some form of video content over the rest. However, there is no statement from Google implying that this rumor is true. Many SEO experts, based on their experience, think that it is.

Most brands include video content to their website as a part of their marketing strategy and not as a part of their SEO strategy. 

There is more to videos than just high-quality content that is shot professionally. Like image optimization, there are a few other ways to improve the visibility of this content for search engines.

When search engines crawl a website and find some sort of video content on it, they try to understand what the video is about, using a couple of procedures. 

Since search engines are not as intuitive as humans and cannot decipher what an image or a video is about just by looking at it.

They use some specific methods to gather this information. No matter how eye-catchy a video is, if search engines can’t classify it in a category, it won’t get indexed properly and will never show up in search results, no matter how relevant it is.

If you want to gain maximum benefits out of the video content on your website, you’ll have to learn the basics of VSEO.

Defining VSEO

VSEO or, in simpler terms, video SEO is the process of optimizing your video content so it can get indexed and ranked in the search results whenever a relevant search query is made.

According to Marketing Week,” videos appear in seventy percent of the top 100 listings in Google.”

Videos can get ranked in both universal and video search; having said that, ranking a video in universal search is quite hard. If you are just beginning your VSEO journey, it is better to focus on getting ranked in the video search solely.

Video Transcript

Video transcription is the procedure of converting your video’s audio into text. Video transcripts are also known as captions; these captions are helpful for people who are not native speakers of a language and have a hard time keeping up with words spoken in the audio.

Video transcripts are not only helpful to the viewers, but they also help search engine crawlers identify what kind of content is present in the video. 

Since captions are a form of text, there is a great chance that your video will get ranked for more keywords when a transcript is added.

Eye-catchy Thumbnail

The thumbnail of a video is the first thing a viewer sees about any video. Whether a visitor will click on a video or not depends mainly upon the thumbnail of that video.

You surely would have heard the saying,” Don’t judge a book by its cover.” It is because that is what many people do. They judge the contents of a book by its cover, and it impacts their purchasing decision. Similarly, people judge a video by its thumbnail, and this judgment will help them decide whether they want to watch that particular video or not.

A thumbnail must be relevant, informational, and, most importantly, it should be visually appealing.

It is better to photograph a thumbnail separately instead of auto-generating it from the video. A carefully chosen thumbnail can aid in increasing the views of a video.

Thumbnails should also be relevant to the keywords you are trying to rank for. It will reassure viewers that your video is relevant to their search query.

For a search query” how to make easy thumbnails,” the thumbnail of the video shown in the image above is relevant, informational, and eye-catchy; these attributes of this thumbnail will compel the users to click on the video.

Video Title and Description

The title tag and meta description are as important for a video as they are for an article or a blog. Relevant keywords should be added in both title and meta description to increase the chances of being ranked in relevant search results.

The video title and description should be well thought out and precise.

Relevance with the content present on the rest of that web page

A video must be relevant to the content present on its webpage. Search engines collect information about a video with the help of any text or images present on that webpage. The search engine assumes that If the text present on a web page is about cake recipes. The video presentation on it must also be related to cake recipes or baking.

If you want a good ranking for your video in relevant search results, make sure that the rest of the webpage is optimized as well.

If the rest of your website has low-quality content, there is a very low chance that your video will get ranked well in the video search.

One video per page

Google only ranks the video that is embedded on top of a page. The videos embedded after the first one can be valuable for users, but they can not be ranked in search results.

If you are focusing on optimizing a specific video, it is better not to add more than one video to a single web page. Adding a lot of videos can also slow that web page down, which can lead to traffic loss.

Public Access

Search engines will only be able to access a video if it is available publicly. The URL of that video should be accessible by Google and other search engines. A video should be added with simple controls rather than complex mechanisms to play it. It should also be easily visible on a web page.

Video Sitemap

A video sitemap is a sitemap that contains information about a video present on a web page. Google recommends adding sitemaps for videos because it aids search engines in finding a video present on a website.

Avoid Duplicate videos

Adding the same video on more than one web page is not recommended. You don’t want your web pages to compete against each other because it is nothing more than a waste of time. Instead of adding the same video to multiple pages, consider adding unique videos to all of them.

Bottom Line

SEO optimization of a website is more than just text and image optimization. Every single element that you add to your website can be optimized in one way or another.

If you are spending precious resources on creating video content for your website. Make sure to optimize it to get the maximum return on your investment. 

Optimizing videos will improve the user experience, which in turn will increase your website’s ranking.

Along with global search, you should also focus your attention on getting ranked in image and video search. It will be tremendously helpful in increasing traffic to your website.

In your opinion, which form of media is more engaging, videos or blogs?


Nikita is an expert SEO Content Writer, with expertise in creating unique write-ups in DIGITAL MARKETING.