Ever wonder how those viral videos seem to magically appear in your feed? It’s not sorcery, my friend. It’s the power of video SEO.
As more and more curious minds like yours turn to videos for knowledge and entertainment, knowing how to unlock the secrets of video SEO is becoming the ultimate superpower for businesses, big and small. So join me as we embark on a thrilling expedition into the realm of video optimization.
The hidden power of video SEO
The integration of artificial intelligence (AI) into search engine algorithms has ushered in a transformative era for the SEO landscape. Innovative technologies like Google’s Search Generative Experience (SGE) leverage AI to deliver comprehensive, custom-generated results at the top of search engine results pages (SERPs). It’s like having your very own guru, whipping up personalized answers, eye-catching visuals, and even engaging in some friendly digital chit-chat.
This mind-blowing SGE isn’t available to everyone yet, but trust me, it’s set to shake up the SEO scene like a rocket launch. It is expected to reshape how users interact with search engines and how websites optimize their content to generate impressions and traffic. Your website content must be sharp, snappy, and right on target to impress this AI brainiac and land a coveted spot in those search results.
Where to start with video SEO
We live in a world where scrolling through videos is as natural as breathing. Videos are your golden ticket to expanding your customer base and skyrocketing your growth chart. SEO can be used for videos listed on major platforms like YouTube as well as videos added to your website’s pages.
Unlocking the power of video SEO starts with finding the right keywords. Dive into tools like Google Keyword Planner, YouTube’s search bar suggestions, and specialized platforms like vidIQ or TubeBuddy to uncover what your audience is searching for. Remember to explore competitor videos and see what keywords are driving their views.
Now, how do you tap into this video SEO magic? It’s all about sprinkling those juicy keywords throughout your content, like breadcrumbs leading eager viewers straight to your awesome videos. Here’s where those keywords work their charm.
- Titles – Your video’s headline is the first impression, so make it clear with recognizable keywords.
- Descriptions – Tell viewers what your video’s all about and what questions will be answered.
- Tags – Think of these as labels to help categorize and find your videos.
- Audio – Let those keywords flow naturally within your spoken words.
- On-screen titles – Reinforce your message with text overlays that pop.
But wait, there’s more! Unleash the full power of video SEO with these strategic components:
- Thumbnails – Design eye-catching visuals that scream, “Click me!”
- Transcripts for accessibility – Make your videos accessible to everyone, and give search engines more to chew on.
- Metadata – Use background data that helps search engines understand your videos better.
- Playlists – Group-related videos to keep viewers engaged and watching.
- On-page copy – Surround your embedded website videos with keyword-rich text for an extra SEO boost.
The self-hosting vs. embedding debate
Now, let’s tackle a crucial video SEO decision: should you host your videos on your own website or use platforms like YouTube, Vimeo, or Meta? Each option has its pros and cons.
Video files can be massive, and self-hosting without the proper infrastructure can slow down your website considerably. Even embedded YouTube videos can affect page speed, so it’s essential to research different hosting and embedding options to find the best fit for your needs.
Self-hosting gives you complete control and security over your videos and lets you monetize them in any way you wish. However, it requires a robust web hosting service and a content delivery network (CDN) to handle bandwidth.
Embedding videos from third-party platforms is simpler and can keep your website running smoothly. It might also attract new viewers who find your content on those platforms.
So, which path is right for you? The answer depends on your goals. If you want to reach a wider audience and potentially go viral, consider platforms like YouTube or TikTok. If you want to keep viewers on your website and provide a more exclusive experience, self-hosting might be the way to go.
Video formatting for self-hosted videos
When you’ve decided to host your masterpiece on your own website, there are a few more tricks to ensure those Google’s bots find your treasure. Here are the essentials of formatting your video files for optimal SEO:
- Use one dedicated page for each video. Google recommends allocating individual pages where your video is the primary focus. It’s okay to have the video embedded elsewhere, but having a dedicated home for a video will help with indexing.
- Write descriptive filenames. Opt for filenames that accurately reflect the video content, and include your target keywords separated by dashes, for example, undercover-geek-video-seo.mp4
- Use the right file formats. Upload videos in the most common search engine-supported formats, such as MP4, WebM, MOV, AVI, and MKV.
- Add a video sitemap. For websites with lots of videos, add a video sitemap, and submit it to search engines using Google Search Console and Bing Webmaster Tools.
When video is not the primary focus of a page
Google has announced that video thumbnails on the main search results page will now only appear if the video is the primary content of a page. However, in practice, you may still find websites with self-hosted videos ranking in video mode with a rich snippet, even when the video is not the main content of the page.
To address this issue:
- Position the video above the fold. Place the video in the most renderable area of the page, and test it to make sure it loads quickly as soon as someone lands on that page.
- Include the relevant Schema.org metadata. Google and Bing need a little extra help to fully understand your embedded videos, so give them a hand with VideoObject Schema.org markup added to the body of your webpage.
Embracing the future of video SEO
Hold onto your hats, because the future of video SEO is a wild ride full of twists, turns, and unexpected surprises. But fear not, my fellow geeks, for with a curious mind and a willingness to embrace the unknown, you’ll be well-equipped to conquer this ever-changing terrain. Keep your finger on the pulse of the latest trends, experiment, and never stop refining your video SEO game plan. By staying agile and adaptable, you’ll transform your business into a trailblazing force, ready to conquer the frontiers of search engine optimization.
