There are billions of people watching online video content, and that number grows every year. Video is a gold mine for content, so the SEO strategy you’ll need to capture viewers will be different from your common SEO strategy.
However, SEO for video marketing still needs to be a part of your overall strategy. There are even some specific Youtube SEO techniques you can use to rank videos with Google.
Here are the 5 ways you can optimize SEO for video content
What is Video SEO?
Video SEO is different from SEO for search engines. After Google, Youtube is the second most used search engine on the internet, and it has its own search rules, keywords, and search intent.
It helps that Google owns Youtube, so linking or associating your videos with your other content can help your SEO efforts. The searches conducted through Youtube have a different intent, and the keyword research you do will reflect this difference. Search intent in this case would not be transactional; it would be more instructional.
Someone won’t want to know where to buy stir fry; they’ll want a video showing them how to make the quickest and easiest stir fry.
Alongside their selected video, Youtube will show them a stream of suggested videos. Youtube generates these videos based on search intent and the user’s viewing history.
If you can tap into a niche with your keyword research, your videos can have a long-lasting rank for suggested videos and continue to serve you.
SEO for video is specialized, so you can’t just use Google keywords and Youtube keywords interchangeably. While there will be cross-over, you do need to treat each search intent separately.
5 Best Practices for Video SEO
1.Video Thumbnails must be Eye-catching
Much like a SERP, where people choose a link based on the meta description and their intent when people decide to watch a video, their choices are made mainly on the thumbnail image presented to them.
If you don’t engineer your thumbnails, then Youtube will present an image from the video. If you’re not careful, your thumbnail may be of someone pulling an awkward face, or an otherwise useless frame. Not only do these thumbnails not represent what the video is about, but it is also unprofessional and will reflect poorly on your brand.
The Youtube Studio app can help you make thumbnails. You can choose 3 options from your video or choose to make your own. Make your thumbnails relevant to the topic and eye-catching. Through the thumbnail image, you immediately know what the video is about, and the brilliant pops of yellow on the purple background are very eye-catching.
2.Your Title Tag Must Relate to the Video
For search intent, people will click on a video that matches what they’re looking for. If they click on your video and it doesn’t fulfill their search intent, they will click back and go elsewhere. Google, and Youtube, will notice this, and you might receive a drop in your search rankings.
Google will also penalize you if you try keyword baiting, where you deceive people into watching your video by tagging with irrelevant keywords. Do some keyword research and write a good copy for your title tags.
3.Contextual Video Description
Your video description works much like a meta description. They should be relatively short and to the point with some keywords included. Don’t stuff keywords into the description, and don’t lure people using a false description. Penalties will apply if you do.
Google bots search your video description, so make sure you’re serving up what the viewer wants when they’re searching for your content. Include keywords from your research to work with that SEO campaign.
4.Tag your Video Appropriately
Video tags help categorize your video. When combined with the title and the description, video tags work in SEO harmony and can help boost your video up the search rankings.
Video tags help Google return videos that match search intent and can help users find similar videos by selecting the tags to search under.
To add a tag to your Video:
1. Sign in to your Youtube Studio. (You should have one if you have a Gmail account.)
2. On the side menu on the right, select CONTENT and select the video you would like to add tags to.
Add your tags.
You can also do this via mobile.
5.Upload your Video’s Transcript
Transcribing your video is possibly the best tip to boost your video’s SEO. Transcripts comprise the text that appears in your video’s closed captions. They can appear in the comments below the video as well.
Naturally, you’re going to be talking about the main topic, which has been researched and includes keywords, so the transcript will have that. But there are more benefits to uploading your transcript, including:
1. Google crawls the text for SEO ranking.
2. It allows people who have hearing difficulties to follow along with your video content as well.
If you include the transcript in the description or comments section, you can add time markers to key points, so those who want answers immediately can jump to the timestamp and get the content they need.