The online video world is a competitive industry, it’s ever-growing in our modern age and it’s becoming increasingly difficult to get your content noticed organically. This means that video marketing can sometimes be an expensive and tiresome process – but it doesn’t have to be.
SEO is what decides whether or not millions of people will be directed to your video or someone else’s. It’s arguably the most powerful marketing tool of the 21st century, so learning how to harness it for your online videos is imperative. Below are six tips that should help you boost your online video SEO and get your content noticed.
Keyword optimization is all about identifying the terms viewers are using when they’re searching for video content like yours. It’s become necessary to use this tactic to ensure your videos are gaining traffic from search engines and in turn – getting your videos noticed online.
Your first step should always be doing your research. There are hundreds of different online software that has been designed with this focus. In many of these platforms you can search different terms and analyse how popular they are compared with others. For instance, if your video was about rock climbing tips – you could search ‘rock climbing tips’ or ‘best rock climbing tips’ or ‘top rock climbing tips’ – which would all give you different stats. This experimentation will help you narrow down on your keywords and assess what’s going to be most effective for you.
After you’ve done your research it’s important to keep in mind that effective use of keywords involves maintaining relevance and legibility. You need to make sure that the keywords make sense and everything reads correctly and appears natural. It’s also a good idea to avoid keyword stuffing. You will see this tactic used all the time, but it’s extremely outdated. Search engines are becoming far more privy to this and may penalize you for it, so it’s best to avoid it. Instead, use long tail keywords and different variations for a better effect.
While adding closed captions to your videos may not be the most desirable task for those looking to create and distribute their content quickly – it really is well worth the effort when it comes to SEO performance.
Another reason people use closed captions is that, unfortunately, search engines can’t recognize video content. What closed captions do is give search engines a large amount of text to analyze, allowing it to capture more information about the video and make more informed decisions.
Hosting your video on your own domain ensures that you are sending traffic back to your site – not the site on which your video is being hosted. You wouldn’t want all of your traffic to be driven to the wrong place, so by hosting it on your own site you know you’re going to be creating a clear line for search engines to direct traffic.
It is also a good idea to have each video you create to be hosted on a separate page, this makes your videos are more easily indexed.
Metadata is the information that your video feeds a search engine crawler about your content. This information includes things such as the video title, the description, the length as well as the file name. All of this is given to the search engine for ranking so it’s important that all of these components perform well. Your file names should always be concise, descriptive and relevant. A video titled vid55879665.mpg will not perform as well as something titled rockclimbingtips.mpg. Organizing your videos into related tags and categories is another good SEO tip. Putting your videos into relevant categories eg. rockclimbingtips.mpg into ‘outdoor fitness’ or ‘rock climbing’ will ensure that it gets picked up by category specific search results. Tagging your videos with information such as language – ‘English’, location – ‘grand canyon’ and anything else ‘safety’ that could be deemed relevant also helps your video’s SEO performance because it increases the amount of information you are providing.
As mentioned above thumbnails are vitally important when it comes to SEO. Both the content and the quality of a video thumbnail is often one of the main factors that are going to determine whether or not your video is selected by a viewer in a search engine results page (SERP). While there’s no exact method for creating a thumbnail that’s search engine optimized, it’s a good idea to ensure that the image is clear and relevant – keep in mind that a high quality thumbnail suggests a high quality video.
The more popular your video becomes, the higher it will rank on a SERP. In order to maximize your view count, you need to be sharing your videos on social media, ensuring it reaches the right channels and the right people. Promote as much as possible, but be wary not to post too much or people will become deterred. Encourage sharing, liking and re-tweeting and you may see more followers, more viewers, more links and higher traffic. Another tip you could try is reaching out to industry leaders and harness their audience by asking them to share your videos – provide some kind of compensation and you’re likely to see even better results.