Search engine optimization is an on-going strategy. If you’re not constantly evolving and expanding your presence, you could get left behind. Did you know that YouTube is the world’s second largest search engine?
SEO doesn’t stop at just text or images, video search engine optimization requires its own strategy. Ranking for relevant keywords and pulling traffic from videos can be very rewarding. You just need to know how to get clicks, retain viewership, and compel them to share.
Follow this short guide to increase your video SEO and dominate the search engines.
Hosting on Your Own Domain
Uploading videos to YouTube is a great way to reach a wider audience. In terms of SEO, though, it doesn’t help you. The trick is uploading that same content to your own website’s video player.
The reason why this is necessary is that Google’s indexing bots will hit YouTube videos first. Their site will always rank higher than yours.
When you’re posting videos to your site, make sure you upload them to their own separate page. That will create a better indexing of your website and improve SEO ranking. In turn, videos on your site will increase conversion rates and sales, improve engagement, and improve aesthetics.
Have you ever come across a website that was nothing but text and some pictures? It comes across as dated, corporate, and lifeless. Video breaks up the monotony.
Transcribe Your Videos
Ideally, all your videos should be narrated with SEO in mind. Writing a full video transcript is better than relying on captioning services. Transcripts can help you target keywords and pick up more traffic from Google searches.
Video transcripts can be pasted into the description box and in the HTML of the page itself. You can either transcribe it word-for-word or write your script summarizing the content. These descriptions make it easy to create fresh blog content on your website, too.
Recycle, Reuse Videos
Content shouldn’t have to expire just because it stops receiving steady traffic. Most video content can be revived, no matter how old, with a few clever methods.
- Take your old video and link it within newer videos as a reference
- Re-upload your videos to other platforms, i.e. for Facebook SEO purposes
- Transcribe your video into an infographic
- Do flashbacks in new videos to reference old videos
Getting those clicks on your older videos can really boost SEO on your website. Even out of curiosity, this could potentially double the number of clicks your website receives. Old content is what creates loyal audiences or fans, so to speak.
YouTube ranks its videos based heavily on engagement rates. This includes comments, likes, subs, and favorites. This can really help brands with small audiences to get off the ground.
The typical ways of improving engagement numbers are to: heavily promote on social media, focus marketing on targeted audiences, and in-video promotions. Some may find the constant reminders at the end of each video to engage annoying.
“Subscribe, like, comment, and share.” is an effective and smart habit to make. Don’t worry about getting on a few people’s nerves, new viewers should be reminded to do these things.
Have an Upload Schedule
People are hungry for content and if you want to capture these viewers, you need consistency. Tuning into watch your favorite TV show is addictive and habit-forming. Start with one day out of the week at a specific time.
The real sweet spot is creating videos like a TV series schedule, five days a week. You shouldn’t jump to this level without a plan. Figure out a way to coincide each day with a theme.
A good example is something like this:
Google rewards channels that update frequently, but just make sure you’re creating quality content. Make videos shareable and easy to watch.
Thumbnail images are so important for video search engine optimization. Your video thumbnail needs to stand out from the sea of videos out there. It needs to be creative, polished, and appropriate for the content.
Now, with the addition to video previous, you really need to put some thought into your thumbnail. This means that you should have 1) a custom thumbnail image and 2) a preview section that will draw interest.
Don’t just slap a screenshot from your favorite part of the video as a thumbnail. The image quality is too poor to be of value. Include big, clear text and faces in your thumbnail. These have the highest rates of clicks. It’s easier than ever before to create a YouTube thumbnail.
This may come off as stating the obvious, but you need to direct videos towards trending topics. Trending and good SEO go together very well. You should be creating videos that share some relevance to the top clicks on Google/YouTube.
You can keep track of what is trending fairly easily. Rather than parsing what you see on the top lists, check out Google Trends. This will give you a summary of what tags, searches, and stories are trending.
Remember to stay within your realm of expertise. Don’t try to crossover on topics that aren’t related to your brand too much. This will come off as forced or cheesy to the average viewer.
Video Search Engine Optimization Pros
Creating video content can be a very time-consuming process. If you’re trying to do this alone or with a small team, video search engine optimization may suffer. You have to be careful not to sacrifice quality for quantity.
Doing the research necessary to rank well for videos and standard SEO is tough. That’s why it’s smart to hire an SEO team that can run your marketing. We can help you reach your full potential by managing your SEO campaign.
Jump-start your SEO marketing today. We use professional SEO tools that will help you give you the edge on the competition.