SEO

The Bullet Point Guide To Video SEO

bullet point guide to video seo
Matthew Clarkson
Matthew Clarkson
Reading Time5 minute read
Check out our bullet point guide to video SEO.

Overview

  • Video can be an extremely powerful form of content and make a significant contribution to your overall SEO strategy
  • Define your goals – what do you want to get out of video? eg conversions, traffic, links etc
  • Main goals for SEO are to build links/social shares, and increase conversions

Getting Backlinks

  • To get links your video has to offer something to the viewer eg make them laugh, educate them, amaze them, shock them, or annoy them etc
  • Make sure you generate a strong enough emotional reaction that they’ll want to share it, either by clicking the Tweet/Share button or by writing a post about it on their blog/website (e.g. Dollar Shave Club)
  • Pair videos with a PR/outreach strategy… you need to get influential sites to comment or share it

How to Increase Conversions

  • Embed videos on landing pages
  • Videos increase time on pages (which is good for rankings)
  • Product/app videos give people more confidence to purchase
  • Add rich snippets for videos (schema.org) so they stand out in search (eg Yoast plugin for WordPress)

Self-Hosting

  • Self-hosting videos can be great for video SEO but it does have a downside in that it’s more difficult to get exposure
  • It’s a lot harder to rank a self-hosted video than a YouTube video
  • We still recommend hosting on YouTube so we can build your company brand

Keyword Research & Ranking

  • Most YouTube views come from suggested videos, most people only get 15-20% on views from organic (google and youtube) search, so keyword research is different to on page research
  • Use YouTube suggest for keyword research – searches are different than on Google. Go to Youtube and start searching for topics… you’ll see the suggestions
  • Tag your videos appropriately
  • Use YouTube analytics to see what you rank for – add tags for related words and add the term to the video description (eg use bullet points explaining what the video covers)

Create Great Videos

  • The single most important thing for video SEO is the quality of the content
  • YouTube looks at session time, total watch time, audience retention and CTRs when evaluating how good a video is
  • Create longer videos to increase total watch time (on average people watch 40% of a video)
  • Maximise audience retention by focusing on the first 15 seconds of a video… YouTube even mentions this. The first 15 seconds is when most people drop off.
  • Use ‘interrupt’ patterns to ‘reset’ viewers’ attention (1-2 per video) so they stick around
  • Session watch time is the most important YouTube metric – they reward videos that keep people on YouTube.
  • Increase session watch time by creating playlists, including links to other videos at the end of each video (eg use YouTube’s end screen or annotations)
  • Increase user engagement (this is the number of likes, comments, shares etc that a video receives) by asking people to comment on something specific (people love to give opinions but don’t like to think), adding a subscribe CTA at the end of videos, and make sure you always reply to comments

 Video SEO

  • You need to optimise your video content around keywords
  • Include your keyword in your video title
  • Video title should also maximise CTR
  • Write a 200+ word description of your videos – longer descriptions help Google and Youtube understand the content and target audience
  • Tags are less important now than they used to be but are still helpful – aim for 5+ Tags
  • Say your target keyword in your video 1-2 times – YouTube analyses the content (but isn’t perfect yet)
  • Upload a transcript of the video to Youtube
  • CTR is an important metric for ranking – use your target keyword in your video but the rest of the title should be based on getting people to click and stick around (remember retention is also important)
  • Use eye-catching thumbnails – make a custom thumbnail that stands out
  • Use an attention-grabbing description – the first 125 characters should encourage people to click

Build Channel Authority

  • Brand your page and make sure it stands out from the crowd
  • Add a slogan/phrase the encapsulates what your target market is talking about
  • Be consist in the content you publish and ensure it supports your slogan
  • Include an overview in your about page that explains what the channel is about, who it is for, and include your target slogan/phrase
  • Add playlists to your channel
  • Build your number of subscribers (potentially use a service like GetFans.io for a kickstart)
  • Ask people to subscribe at the end of every video
  • Link to your YouTube channel from your website

How to Rank Videos In Google

  • Build videos targeting keywords that already have video results (it is more difficult to rank for words that don’t already have video results… go figure)
  • Put the video at the top of your page
  • Publish a transcript of the video at the bottom of the page
  • Use Video Schema (mentioned above)

Video Promotion

  • Mention new videos in your emails
  • Share new videos on all your social channels
  • Embed videos in blog posts (embeds are a youtube ranking signal)
  • Promote other videos at the end of each video
  • Set a featured video on Youtube
  • Share your videos on sites like Quora and other forums (include text too)

Matthew Clarkson
Matthew Clarkson

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