Best practices for SEO in video

Using the best video SEO practices is not always easy. However, creating a strategy for video SEO is going to be key in attracting customers to your company. Moreover, pages with video had a considerably lower (11%) bounce rate when compared to those without video. Hence, video is increasing its importance, so using SEO correctly will make online customers reach your webpage.

Making stunning videos is not the only thing that matters to viewers. Also, being able to get to the video and having it optimised is what will make revenue for the business. Hence, here are some ways to improve your videography SEO and with it, will reach greater audiences.

What is exactly SEO and why is it important?

SEO stands for Search Engine Optimisation. If we apply this to videos, it is the process of optimising the videos to rank higher (which is appearing first) in search engine results pages (SERPs) for specific keywords.

Since videos are gaining popularity and video marketing is trendy now, mixing video with SEO targeting will achieve greater returns for a company. Hence, adding video is key for a marketing strategy. So, by adding the right tags and keywords to a video on your webpage, you will increase your chances of ranking higher on search engine pages on Google.

Ideas for SEO video practices

1. Choosing what platform to upload the video to

Depending on the objective and target of the video, there are different platforms. On the one hand, for brand awareness goals, the best way to do that is through video streaming platforms. The most common example is Youtube, which provides Youtube analytics. Thus, Youtube helps with SEO and tracking results. On the other hand, if the target is driving traffic to your web, adding the video content directly to the website is the best option. Consequently, post the video on the web since streaming platforms most likely will rank higher than your website. Hence, lowering your website visibility.

2. Adding transcriptions

Internet keeps being based mostly on text. Therefore, it is better to add a transcript of your video as it will allow search engines to examine all the content of the video. In addition, it will also be more user-friendly, because there are people with hearing problems or disabilities. All this will attract more viewers and make your website rank higher.

3. Optimisation of the title & description (metadata)

As you optimise a blog and its corresponding description and title, the same goes for a video. Not only has the title and description have to be entertaining, but also follow some SEO rules. What this means is that you have to add the keywords you chose for your video to the title and the metadata. Moreover, you have to write naturally, as people must be able to read it easily.

4. Finding the best keywords and tags

Once the topic is set and the video is uploaded, selecting a keyword is essential. For this, you have to make some research about which words people search for about what you are talking about in the video. For keyword research and ideas, there are several online tools such as Semrush. With a keyword set, search engines will connect your video to the keyword and show it in results if someone looks for those specific words.

5. Optimisation of the page uploaded to

When everything is done, it is also necessary to revise that the page where the video gets uploaded, is also optimised and on an SEO basis. Specifically, reviewing the headers, the general structure and the URL of the post. If you have uploaded the video to Youtube, you can embed it on the webpage. By doing so, ranking higher will be more likely.

6. Optimising the images

Next, if there is an opening image or many images, they also need to be optimised and indexed. As a result, the image also has to be accordingly SEO with the same keywords and titles as the video. All in all, to be able to rank high on your chosen keyword.

7. Tracking the results

Finally, many businesses often forget that tracking results is as important as doing all the previous work. If something is going wrong and you do not follow what is happening, all the efforts will be for nothing. So, promoting, distributing and analysing what is happening and how people are interacting with the video must be done. Thus, ensuring the results are positive and what was expected.

To sum up, SEO and analytics are integral parts when uploading a video. It is not only the production and editing process but also knowing how to promote and distribute it on platforms. So, start optimising your videos and your general website.

Thank you for reading,

Sara.

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