Intellectually, marketers know that video plays into SEO. It’s just that optimizing it for search is often an oversight in the rush to get this aspect of content marketing out the door. So MarketingProfs created “A 16-Item Checklist to SEO-Optimize Your Videos.”
This way, consumers don’t find images on Twitter like this one, which says “The media could not be played.”
In the MarketingProfs piece, Aleh Barysevich writes on April 18 how to prevent situations like the one Hillary Clinton found herself in on March 27.
— Timothy E (@IntenseGardens) March 27, 2016
Here’s Barysevich suggests marketers do to SEO-optimize their videos, especially for Google and YouTube:
YouTube Needs Its Own Optimization
Marketers may think they can stop their SEO work after satisfying Google. Not so, writes Barysevich.
“Speaking at the recent Search Marketing Expo, [Jeff] Martin — [VP of YouTube audience development for Touchstorm] — said YouTube video optimization should include not just the video's metadata and thumbnail, but also its performance,” reads the MarketingProfs piece. “The components of YouTube performance are views; video watch time; session watch time; and engagement, which is the number of likes, adds and subscribes, as well as dislikes.”
Start out working on the Google angle, then switch to YouTube keyword research. Try to ensure that YouTube results for the video show up at the top of Google’s organic search results.
“Look for search terms in categories for which Google is more likely to deliver YouTube results, according to Brian Dean, founder of Backlinko,” Barysevich says. “The categories most likely to produce video results are these: How-to, review, tutorial, fitness or sports, and humor.”
Host the Video Everywhere
Embed the video on the company site, for instance, and YouTube counts the visitors there toward its plays and that increases the video’s SEO status.
Barysevich cites YouTube’s own statistics when saying consumers watch a lot of videos on mobile devices.
YouTube says: “Once users are on YouTube, they are spending more time per session watching videos. On mobile, the average viewing session is now more than 40 minutes, up more than 50 percent [year-over-year]. The number of hours people spent watching videos on mobile is up 100 percent [year-over-year]. More than half of YouTube views come from mobile devices.”
Barysevich suggests content marketers optimize videos for search engines first, then humans. Place keywords at the beginning, he says. [Author’s note: Google recently pointed out that it’s changing its algorithm to be more natural language-friendly.]
Describe the Video Well
While Google will cut the description off quickly in search results, YouTube will show about 100 words, he says. Plus, spiders will crawl the description and that helps with placement.
“It's a good idea also to add links to your website, social media and other places where searchers can find you,” Barysevich says.
Use relevant keywords, but don’t keyword-stuff the tags, he says. [Author’s note: Google penalizes keyword-stuffed content.]
Start with long-tail and get shorter, he advises.
“For example, tags for a cooking how-to video might begin with ‘how to make Indian chapatis,’ ” Barysevich says, “then ‘making Indian chapatis’ and finally, ‘chapatis.’ (Note the inclusion of the Google-attractive ‘how to’ phrase.)”
Include the company name, whatever brands or products marketers mention in the video, and the names of the people in the video.
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