Whenever we hear the word SEO the very first thought which comes in the mind is optimizing the “written content”. The main keyword here is “written content”, what we forget is that content is available in different types of format and out of those format is video content. Hence, considering video optimization as a part of your SEO activity is a forgotten yet strong move.
Even Jeff Bullas in his latest article stated that, “Video marketing has become an increasingly integral element in driving user engagement and conversion. It’s found that websites using videos can achieve a 4.8% higher conversion rate, compared to a 2.9% average on websites that don’t use videos.” Hence, adding videos and optimizing them as per your business will not only enhance your conversion rate but will also bring more visibility.
As per one of the latest Cisco report, it is believed that by next year or so as much as 90% of the content available on the websites will be video content. The report is not saying something new which we don’t already know. It is only natural that seeing something attractive as well as interactive gains our attention more than reading the content itself.
However, it is true that Video optimization or Video SEO is not similar to other SEO techniques. The process, style as well as tools are different when we talk about Video SEO. The growth in technology has helped the professionals to get better quality videos on the online platform.
Video Optimization offers a lot of benefits, here are some of them that will make your eyes go wide:
– After Google, YouTube is the second largest search engine in the world. It offers a separate and unique platform to showcase your videos. If the videos are posted on YouTube and optimized properly it will double the amount of traffic in comparison to other forms of content.
– YouTube is a part of Google, hence the videos ranking of YouTube are directly linked and available on Google as well. In Short, the videos will not only rank on YouTube but will also get a good ranking place on Google.
– You can also get videos embedded in your website which again helps in increasing the website traffic and visibility.
– Sharing Video content on social media is far easier than any other type of content. It widens the reach of the video content among the crowd all over the world.
The above four points explain the basic importance of using videos and getting them optimized as per your business. Since ‘why’ is done, now let’s take a look at ‘how’; meaning how can you optimize your videos in the best possible manner?
Here are few pointers which can help you in optimizing your videos for search engines in a better manner:
1 Hosting Platform:
The hosting platform of the video matters in regards to its search ranking. The very first thing you have to ask yourself is what do you want to achieve by video optimization? Is it going to be used to bring traffic on your website or create visibility? Because most of the videos direct the traffic to the video’s hosting URL instead of the website. Hence, in order to make full use of techniques available to you it is better to think before you act.
The video explanation text which is paired with it is commonly known as a video transcript. These transcripts enhance the video’s accessibility to a larger crowd across the globe, even it makes it attractive for the search bots as they can easily track the text. As per Phil Nottingham, “Paying more attention to transcripts when the video is longer-form and a main focus of the page, since in these scenarios transcripts will have even more of an impact on rankings.”
3 Thumbnail Image:
Yeah! Thumbnail image is not only important for your write-ups, but also for your video content. SEO expert, Phil Nottingham shared that, “At Wistia, we found that our videos with custom human thumbnails receive a 30% higher pay rate than those without.” The above numbers itself share the success story of having a thumbnail image.
4 Everything is optimized:
Always remember that the work is not completed once you have optimized your videos. You need to optimize your website as well to get the best results. The viewers will not come to your website even if your videos are amazing but the website is not optimized properly.
Dave Singer is the senior content analyst at SEO Site Checkup. SEO Site Checkup provides simple, professional-quality SEO analysis and critical SEO monitoring for websites.