Videos can make a big impact on your market and online brand, encouraging people to become customers, support your organisation or share your content. They can do things articles and images can’t, since they let you combine audio and video to make a statement and evoke emotion.
While videos alone can be very powerful, they can be even more useful if you optimise them for search engines. When you do this, you can rank your content and website so more people will find it, helping you widen your audience and get your message out there. With just a few tweaks, you can make sure your videos will support your SEO plan.
Use Social Media Descriptions, Tags and Links
If you upload your video to a site like YouTube or Vimeo, take advantage of all the optimisation options there. For example, write a detailed description (using keywords where possible), tag your video, and add links to the description that lead people to your website, sales pages, blog or other social media accounts. These elements will make it easier for people to find your video and let you leverage your videos to drive traffic to other destinations.
Post Video Transcripts
Search engines rely on text, so they can’t rank videos with audio alone. Knowing this, you can make sure the content in your video is readable for search engines by posting transcripts along with the video. If your video is scripted you can make sure you include natural keywords, which will also appear in your transcript, making it more likely the content will rank.
Make it Easy to Embed
If you post a video on your website, add a piece of code users can copy and paste onto their own site to embed it there. This will help you reach more people as the video is shared across the internet, but it will also help you build links, since the code will include a link back to your site. Some video sites, like YouTube, automatically include a code for embedding that will link back to the video.
Create a Video Sitemap
In essence, a video sitemap tells search engines about your videos. It helps them understand what your videos are about so they can more accurately rank them. Sitemaps are fairly technical, since they are text files full of code, but Google has a guide you can use to get started and make sure your sitemap has everything Google looks for.
Optimising your videos for search engines will help you get even more out of them. Not only will they be powerful branding and marketing tools, but they will become an important part of driving organic traffic to your website.
Always start with a high-quality video that is strategically designed and targeted at the right market. Then, make sure the video includes calls to action and is edited well. When you publish the video, on your own site or other sites, use these SEO tips to make it easier to find and to increase your site’s rankings.