Websites nowadays offer video content. It’s to provide the consumer with the essential information in brief, while one is engaged with the website. Google search also ranks websites with video content. Users prefer a two-minute video over a long article. But publishing quality video isn’t the card the high-ranking websites are playing. It is to optimize video content SEO. Video content optimization means the video should rank for relevant keyword searches on the search engine.
Steps To Optimise Video Content SEO
Video SEO is similar to SEO writing but a bit different in application due to the two distinct formats. These are the 5 steps to optimize the SEO of your video content.
1. Video Hosting
The foremost thing to do for video SEO is to decide how to incorporate video on the website. One can host the video on YouTube and copy its link on the website. The second alternative is to host the video on the website itself. Choosing YouTube is a tricky bet. By going with it, one would direct the website traffic to YouTube. Once people come to the website and click on the video, they will be directed to YouTube. That will decrease the website’s engagement time.
Furthermore, the chances of visitors reverting to the website are minimal. YouTube is a large, multipurpose platform. There is a high chance that the customers will get carried away, surrounded by YouTube suggestions. Also, if the consumer comes across the video on YouTube, it is less likely that he will visit the website. With the consumer being so eager, one cannot expect him to look for the link to the website and see it.
Try hosting the video on the website. This will increase the website’s engagement time. Also, it will indicate to the search engine that the users find the content valuable. This will improve the website’s ranking on the search page. The goal to optimize video content SEO will be fulfilled. Hosting the video on the website requires technical knowledge and skill. Use the video marketing platform wistia, as it hosts the video on the website itself.
2. Keyword Research
The next important step to optimize video content SEO is keyword research. The search engine algorithm matches the queries made with the keywords in the content available on the web. The keywords are what the user searches for in the search engine. The keywords need to be there in the content for it to rank. So, research needs to be done on what query the consumer has, regarding what aspect of the product. This way, the website is set to rank for relevant search queries.
3. Keywords in the title and description of the video
To optimize video content SEO, one needs to include certain keywords that people search for, in the content. But how and where can one place the keywords? Primarily include the keywords in the title. This will inform the algorithm what the content is about.
Another thing through which the search engine would know what the website’s content is all about is the description of the video. So, craft the description wisely, incorporating the keywords. That will inform the algorithm that the content is an answer to a certain query.
In wistia, the video’s description will serve just like YouTube video tags. The description will not be visible to the consumer to give info. It is to inform the search engine about what the content is about. The description here is not for igniting consumers’ curiosity as on YouTube, but solely to optimize the SEO.
Also Read: the-benefits-of-influencer-marketing
4. Catchy thumbnail
Why does one need catchy thumbnails to optimize video content SEO? See, understand this. How does the search engine algorithm rank the pool of websites existing on the web? Several websites promise to offer a solution to the same query. So, it isn’t just about matching keywords. But also about which of the available content the user finds accurate. This is decided based on how popular the website is among consumers, the website’s engagement time, and traffic, which gets influenced by the thumbnail.
The video thumbnail casts the first impression of the video, prompting the user to click. When the customer comes across the website on the search page, he first sees the video thumbnail. That results in consumers visiting the website. An attractive thumbnail ignites curiosity, increasing website traffic. Which in turn affects the ranking of the website.
5. Video transcript
To optimize video content SEO, one must work on all elements that influence search engine optimization. Video transcript means adding captions and closed captions to the videos. The search engine is more likely to rank videos with captions and closed captions. These videos will serve a larger audience, including the ones with some disability. The video transcript will increase viewer engagement. Adding captions will enhance search engine optimization. In turn, perfecting the website’s rank on the search engine.
Final Words
Just knowing video optimization will not do. One needs to master it and put it to the best use. Every site on the search page must optimize video content SEO. But the website, ranking the highest, has done it satisfactorily, better than the rest. But how? They consider and work on every element that influences search engine optimization. Remember, it’s not only keyword match; rather, video transcription, description, and thumbnail also count. So don’t miss out on any such thing.
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