Are you feeling left behind because even with all the Whiteboard Friday episodes watched, your video SEO isn’t matching your website SEO expertise? You’re not alone. It’s a different game with its own set of rules, especially with all the recent changes. That’s why we have Phil Nottingham, Wistia’s video SEO guru, breaking it down for us.
Video SEO Decoded
Simply put, video SEO is like giving your video a backstage pass to the top of search engine results for relevant searches. Think of it as a popularity contest, and we’re giving you the cheat sheet to win.
The Shape-Shifting World of Video SEO
Remember when video marketing was exclusive? The late 2000s brought DSLRs, YouTube, and suddenly everyone was a filmmaker. Fast forward to today, we’re drowning in videos. This saturation makes standing out, especially in universal search results, a real challenge.
Phil points out that while getting your video noticed in the dedicated video tab is easier, landing that coveted spot in the universal search results now requires website authority and a proven track record with video content. So, while aiming for the stars is great, acing the video search game should be your priority.
9 Power Moves to Conquer Video SEO
#1: Picking the Perfect Video Hosting Platform
Not all platforms are created equal, especially when it comes to your SEO goals. Phil emphasizes the need to align your platform choice with your objectives. Is it driving website traffic and leads? Or casting a wider net for brand awareness?
If brand visibility is your game, platforms like YouTube and Vimeo, with their massive reach, might be your go-to. However, remember they become the destination, potentially diverting traffic from your website.
For those prioritizing website traffic and lead generation, Phil recommends exploring hosting platforms designed to boost these metrics. He highlights Wistia as an example, which seamlessly integrates SEO metadata (JSON-LD) for optimal indexing.
JavaScript Object Notation for Linked Data (JSON-LD), the most efficient method for data annotation and structuring, utilizes the schema.org vocabulary. Image source: Moz. Remember, not all hosting platforms are this SEO-savvy. Some rely on the less effective Schema markup or demand a complex video sitemap. Do your homework!
#2: Transcripts - Your Video’s Best Supporting Text
Think of video transcripts like subtitles on steroids. They not only make your videos accessible to a wider audience, but also give search engines more text to crawl, increasing your visibility.
“Think of transcripts as your secret SEO weapon," says Phil. “More indexable text equals ranking for more search terms.” He stresses the importance of transcripts for longer videos that are the main attraction of a page, as they significantly influence rankings.
#3: Your Thumbnail - The Ultimate Clickbait
Imagine your video thumbnail as the cover of your video’s book. It’s the first impression, the hook that determines if someone chooses your video over the countless others. It needs to be visually appealing, relevant, and captivating.
Compelling thumbnail images are your secret weapon for boosting click-through rates and other crucial video SEO metrics. Image source: Social Media Examiner. At Wistia, we’ve found that videos featuring custom thumbnails with a human element see a whopping 30% higher play rate compared to those without. Take a cue from Moz’s Whiteboard Friday series below - a high-quality, engaging thumbnail with a human element, further proving that a little effort goes a long way.
Moz’s Whiteboard Friday series consistently delivers insightful content, often delving into the complexities of advanced video SEO strategies. “Your thumbnail trumps your title in the battle for clicks,” says Phil, emphasizing the importance of relevance.
Choosing the right thumbnail is paramount to successful video SEO. For example, a search for “how to waterski” clearly shows the power of a relevant thumbnail. The second listing wins hands down with an image of someone actually waterskiing, instantly more appealing than the other two showing someone on a dock or in the water.
#4: Titles and Descriptions - Your Video’s SEO Duos
Just like a catchy headline and a compelling blog post intro, your video title and meta description are crucial for attracting both viewers and search engine crawlers. Spend time crafting them, incorporating relevant keywords that people are actually searching for.
Highly optimized video titles and descriptions are non-negotiable for maximizing visibility in search results. Speaking of online visibility, how strong is yours? Find out in 90 seconds with the free LOCALiQ Website Grader! “Resist the urge to stuff titles and descriptions with keywords,” warns Phil. “Think click-worthy and engaging.” Need inspiration? Check out my recent tips on crafting killer headlines.
#5: Beyond the Video: On-Page SEO Still Matters
Don’t put all your eggs in the video basket. Your webpage needs to be an SEO powerhouse too. Even the most optimized video won’t rank if the page it lives on is neglected by search engines.
For optimal ranking, pages hosting videos need to be both relevant to the video content and meticulously optimized for search engines. “A poorly optimized page can sabotage your video’s ranking,” Phil points out. While achieving organic website ranking can be a marathon, not a sprint, consistently creating high-quality content and nailing the technical SEO aspects will get you there. Equally important is ensuring video and webpage relevance. “Ask yourself, ‘Is the video seamlessly integrated into the page or just an afterthought?” says Phil. A generic page with a randomly placed video won’t cut it.
#6: First Place or Bust: Prioritize Your Primary Video
“Google usually indexes only one video per page,” reveals Phil. “If you have multiple videos, make sure your star player is in the first position.”
Despite multiple videos often being present on profiles like the three YouTube channels shown above, Google typically indexes only one video per page, underscoring the importance of prioritizing your highest-performing video content. Think of it as the main event, the headliner that deserves the spotlight. Search engine crawlers often stop looking after the first video, making it crucial to showcase your most important one.
#7: Spotlight On: Make Your Video the Star of the Show
Burying your video below the fold is like hiding a treasure - no one will find it, not your viewers and definitely not search engine crawlers. Low views and poor play rates are guaranteed if people have to scroll endlessly to find your video. “Hidden or below-the-fold videos severely decrease your chances of ranking,” warns Phil. Make your video the hero, the focal point of the page, to significantly boost its visibility to both viewers and search engine crawlers.
#8: Avoid the Video Echo Chamber: No Duplicate Embeds
Imagine playing tennis against yourself – pointless, right? That’s essentially what you’re doing by embedding the same video on multiple pages. You’re essentially competing against yourself, diluting its impact. “If you want a specific page and video to rank, embedding that video elsewhere on your website is counterproductive,” advises Phil.
#9: Beyond SEO: Exploring Other Avenues for Video Promotion
SEO is like the stock market - unpredictable and constantly fluctuating. Relying solely on search engines to catapult your video to stardom is risky. “The ever-changing landscape of SEO makes paid video advertising a strategic move for driving views and clicks,” advises Phil.
Facebook Ads offer a potent and budget-friendly solution for promoting your video content. Platforms like Facebook, Twitter, and Instagram offer paid advertising opportunities, while collaborations and partnerships provide organic promotional avenues.