Video content has become a crucial part of modern digital society over the past few decades. Multiple businesses have changed their marketing techniques by including videos to communicate sufficiently with their target audience. Videos offer an efficiently consumable format that caters to on-the-go users while delivering relevance, flexibility, and value. But videos aren’t just enough to engage people and get them to pay attention to your company’s profile. You need to confirm your videos are discoverable, and that’s where Video SEO comes into play.
In this blog post, we will explore how you can improve your page ranking with Video SEO to help gain your video visibility and attract a wider audience.
What is Video SEO?
Video SEO involves implementing technical and creative enhancements to optimize your video’s distribution and boost traffic to your content, particularly from search engines like Google and Bing. Unlike images, which are categorized and ranked as standalone files, search engines view videos as multimedia components embedded within broader web pages. When search engines index a video, the web page housing that video is designated as a video page. This classification leads to distinctive outcomes in search results, including the potential for ranking in specialized video searches and gaining visibility in universal search results with a video-rich snippet.
Ways to Improve Your Page Rankings with Video SEO
A strong influence on video search frequently leads to videos on platforms ranking higher than the same videos embedded on websites. This poses a challenge for those incorporating video marketing strategies to maintain control over the user experience. Many websites opt to switch their videos from Public to Unlisted to circumvent competition with video in search results. However, unlisted videos convey a hidden directive to Google, instructing it not to index the video, which also affects the embedded video’s visibility. As a result, you can either keep your videos public or compete with minimal visibility in search engine optimization. You can still achieve a higher ranking for your embedded videos, and I’ll show you how:
Use Video Hosting That Doesn’t Compete
You can set your video as Unlisted while confirming that the embedded video can be indexed when using a video hosting platform. Video platforms adopt a new Google standard, which explicitly requests search engines to index videos embedded by their customers. This approach proved highly effective, to the extent that Google even documented it in a case study. This means you can maintain your video’s privacy on a platform like Vimeo, preventing Google from indexing it directly. However, it can be indexed if you embed the same video on your website and Google stumbles upon it. This, however, is only the initial step. Getting Google to index and rank the embedded video is contingent on successfully following the other steps outlined in this article.
Embed Your Video at the Top of the Page
Google has substantially modified its approach to analyzing, indexing and presenting videos within its search results. One of the most influential alterations is placing embedded videos on web pages. Google now advises that all embedded videos be positioned prominently on the page, preferably above the initial visible screen area, to qualify for indexing and improved ranking. Google’s objective is to make the video the focal point of the page, akin to the dedicated video playback pages found on platforms like YouTube and Vimeo. This adjustment implies that while you can still embed videos within articles and marketing pages if you aim to improve the video’s visibility and ranking, your best strategy is to embed it at the top of the page.
Use Video Transcriptions
Incorporating video transcripts into your videos improves their discoverability for search engines. This is because transcripts offer a textual resource that search engine algorithms can use to recognize and index the video’s content. Adding a transcript can make your video’s content and subject matter more accessible to both viewers and search engines. Transcripts improve accessibility for individuals with disabilities who may have difficulty with audio-only content. Having transcripts available allows viewers to swiftly scan the video’s topics and grasp key points without watching the entire video. This streamlines the viewing experience to make your videos more user-friendly and efficient. As a result, this boosts your visibility on search engine results pages (SERPs) and increases viewer engagement.
Provide Structured Data About the Video
An essential aspect of optimizing videos for search engines (video SEO) and enhancing the chances of embedded videos ranking well involves the incorporation of hidden code known as schema-structured data. This code comprises specific information regarding the video, like its title, description, duration, thumbnail image, and more. Google utilizes this video code to assess the video’s content to render it eligible for rich search results. It’s worth noting that when you embed videos from YouTube, they do not inherently provide the necessary video Schema. However, you can use third-party plugins like the Yoast Video SEO plugin to add this code automatically.
Leverage Paid Video Advertising
Social media platforms like Instagram, TikTok, and Facebook offer excellent opportunities for paid promotions due to their robust user engagement and visually appealing content. It has become increasingly challenging as Google’s SEO algorithm continually evolves to rely solely on SEO for video content. This is where paid video advertising comes into play to confirm that your content reaches the right audience genuinely interested in your service or product. It delivers a superior return on investment compared to relying solely on organic promotion. In summary, integrating paid video advertising into your company’s marketing strategy is a potent tool for reaching your target audience and optimizing your return on investment.
Using Search Consoles
When you publish a page containing an embedded video, the final essential step is to ensure that Google is aware of it. If you’re familiar with Google’s Search Console tool, you can utilize its “URL Inspection Tool” to request the page’s indexing. Moreover, if your website uses a sitemap that lists all its pages and has already been added to Search Console, Google will automatically discover it. You can share the page on social media as an alternative or complementary approach to using Search Console. Google actively monitors major social platforms to detect and analyze links within social posts. This can be a useful way to discover, index, and rank your embedded videos. As an added benefit, if the social post receives high engagement, such as likes, shares, and comments, the page with the embedded video may also gain significant exposure and receive clicks from Google Discover.
Leveraging Video SEO is an essential strategy for enhancing your page rankings and maximizing the visibility of your video content. With the help of techniques like strategic video hosting, optimal placement on web pages, detailed video information, and structured data, you can significantly improve your chances of ranking higher in search results. Confirm that your videos are easily discoverable to benefit your SEO efforts and help attract a wider and more engaged audience. Embracing Video SEO is a powerful tool for staying competitive in the digital landscape and achieving greater online success.