8 Tips On Using Video To Improve SEO
Even the best video is useless unless it can be found. Here are some tips about how to use video to improve SEO and get your website and your video found.
- Video integration. The presence of video itself affects the most important SEO ranking factor: content. Video is evidence of quality content, and as part of a media mix on a site, it helps send signals to search engines that your page or site contains rich media relevant to search requests. It is expected that search engines will continue to increase the ranking factor of including video as consumers demand video in search results. So having video on your site will boost page rank.
- Keyword labels. Provide more information to search engines to help identify your videos as relevant to search results, just as you would label pictures and graphics. Including keywords used for text SEO in fields used to describe your video (in titles, file names, descriptions and tags) ensures that the relevance of your video to search results is clear to search engines.
- Video transcript. Including a transcript of the audio portion of your video improves its find-ability and adds further support for its relevance to search requests.
- Video sitemap. While information on your video sitemap might duplicate some of the keyword labels used to identify the video, it is a separate process. Video sitemaps are an extension to the general sitemap of your Web property. Metadata that may be customised include duration, rating, view count, age appropriateness, whether the video may be embedded and other useful information.
- Host your video on YouTube. YouTube is, on its own, the second-largest search engine in number of search queries. Secondly, YouTube is owned by Google. You can make your own conclusion about what that means, or you can look at this chart. While some suggest hosting your video on your own website for SEO purposes, my conclusion is that in universal search results, videos either come tied with big-name brands or tied to publisher sites like YouTube, Wistia or Vimeo. For small local businesses, exposure on YouTube that triggers secondary actions is likely your better bet. You also don’t risk bogging down your site with slow load times.
- Optimise videos for load time. Google considers page performance in its algorithm. Page load time affects user experience, which means it affects SEO. And users turn away from slow sites — 57 percent of mobile users abandon the site after three seconds of waiting, according to Radware. Check out this tip from Digital Inspiration on how to use an embedded video thumbnail that does not load the video player until the play button is hit.
- Backlink from your YouTube video. While shares and links to your YouTube video won’t count as links to your website, you can create two backlinks from YouTube. Create a YouTube channel and insert your Web page into your channel profile. Also insert your link in the video description.
- Social signals. Getting more people to like or view your video is a positive signal to search engines of the value of your content. This will increase the likelihood of your video being found and driving traffic to your site.
Video will only continue to grow in popularity and accessibility. Consumers like video, use video and remember video. Those are all great components for a successful marketing strategy.
It’s also becoming much more affordable and accessible for local businesses.
Make sure to use video both for the marketing power it brings and for its increasing importance to your site’s SEO.
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