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Video SEO: Optimising Videos for Better Visibility

Video SEO: Optimising Videos for Better Visibility

Video SEO, also called Video search engine optimisation, is a technique people use to enhance the visibility and rank of their videos on search engine result pages (SERPs). As video content becomes increasingly popular on the internet, it has become essential for businesses that want more views and traffic to optimise their videos. 

Optimising video titles, descriptions, tags, thumbnails, and metadata are some of the steps involved in video SEO. These strategies ensure that users and search engines easily find your videos. As a result of discovering your content more frequently in response to relevant queries, it will be shown much more often. This can lead to attracting more viewers and driving increased visibility.

For example, suppose you have a YouTube cooking channel with a video called “Delicious Pasta Recipe”. By optimising this title with keywords like “easy pasta recipe” or “quick pasta dinner”, you may help increase your chances of getting discovered when users search for those terms.

Businesses that do well with Video SEO will get access to wider audiences while increasing their digital footprint; they gain credibility by ranking higher in search results – this leads them to appear organically in front of audiences already interested in what they’re offering, which drives marketing success.

How To Optimise Video Titles, Descriptions, and Tags for Better SEO

Video Seo Guide For Youtube 2024

Optimising video titles, descriptions, and tags is vital if your videos rank well in search results and boost your SEO. Here are some strategies for each element:

  • Video Titles: The title of a video has a significant impact on whether people will find it. Descriptive titles that include keywords work best. For example, instead of ‘Making Pasta’, try ‘Step-by-Step Guide: Making Delicious Homemade Pasta from Scratch’.
  • Video Descriptions: Video descriptions give you the chance to add context. Well-written descriptions with naturally included keywords work best. Add helpful information such as relevant links or timestamps.
  • Video Tags: These help search engines understand what your video is about. To choose the correct tags, consider broad and specific keywords related to your content – for a vegan pasta recipe, they might include ‘vegan pasta’, ‘plant-based recipes’ or ‘healthy cooking’.

By optimising titles, descriptions and tags, you can increase the chances of your videos showing up in relevant searches – and attract more viewers.

Best Practices for Creating High-Quality Video Content for SEO

Video Marketing Strategy Visual Ads

Creating top-notch video content is critical when it comes to effective video SEO. If you follow the best practices, you can ensure your videos appeal to your audience and perform well in SEO.

  1. Define Goals and Target Audience: Before creating any video content, define your goals and identify your target audience. This will help you create something valuable to them – because it resonates with their interests, needs or preferences.
  2. Keyword Research: Do not underrate its importance when doing keyword research to identify areas that may attract views and align with your target market's interests. Utilise keyword research tools to pinpoint popular keywords that resonate with what you offer – then include these in the metadata or even within the videos themselves.
  3. Script or Outline Your Videos: Before shooting a scene on camera, write a script or outline to provide structure and a message of clearness. This way, viewers get helpful information without wondering what each video is about – whether they should continue watching for longer.
  4. Visual Appeal and Production Quality: Pay attention to visually appealing videos; use suitable lighting methods, high-quality equipment, and professional editing techniques to capture clear and visually appealing footage. Include visuals (such as graphics/animations/demonstrations) which engage viewers further. High production quality reflects positively on the brand, thus contributing to better SEO performance.
  5. Concise and Focused Content: Keep every one of your videos focused plus brief – potential viewers like nothing more than content that gets straight towards the point & delivers value without unnecessary fluff added into the mix. Cover main points adequately while keeping the narrative’s clarity at the forefront throughout the duration.
  6. Call-to-Action: Every single one of these best practice tips is essential, but remember this last area; always include call-to-action towards the end regarding all videos made by business/client/brand using yourself/your team members/multiple contributors involved (e.g. writers, designers, presenters etc.). Make it easy for viewers to do what you want–whether remembering the brand name / subscribing to your YouTube channel / sharing videos on social media channels/visiting the website.
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Choose a strong call-to-action which directs viewers towards the desired action – and you’ll be one step closer towards achieving marketing goals.

By following these tips, you can create high-quality video content which resonates with target market/audience groups, performs well in terms of SEO and contributes positively towards overall marketing strategy.

Use Relevant Keywords in Video Metadata

Using relevant keywords in your video metadata is crucial for improving SEO and increasing the discoverability of your videos. Here are some effective strategies for incorporating keywords into your video metadata:

  • Video Titles: Incorporate relevant keywords naturally into your video titles. Consider including primary and secondary keywords that accurately describe the content of the video. However, avoid keyword stuffing, as it can negatively impact the viewer's experience and search engine rankings.
  • Video Descriptions: When writing video descriptions, include relevant keywords in a natural and informative way. Describe the content of the video in detail, providing additional context and relevant information. This helps search engines understand your video's content and offers viewers valuable information.
  • Video Tags: Tags play a crucial role in video metadata. Include relevant tags that are related to the content of your video. Use a mix of broad and specific keywords to ensure maximum visibility. Consider using tools to identify popular and relevant tags that can help improve the discoverability of your videos.
  • Video Transcripts: Including video transcripts can provide search engines with additional textual content to index. Transcripts also improve accessibility for viewers who prefer reading or have hearing difficulties. Be sure to include relevant keywords naturally within the transcript to enhance SEO.

By optimising your video metadata with relevant keywords, you increase the chances of your videos appearing in search results and attracting organic traffic.

How to Optimise Video Thumbnails for Better Visibility

Guide To Youtube Video Thumbnails

Being mindful of your video thumbnails is vital as it helps you attract viewers and enhance your visibility in search results. How do you optimise them? Here are some strategies that work:

  1. Design Thumbnails That Get Clicks – Make sure your thumbnail’s compelling: it should visually appeal to users and accurately represent the video’s content. Use text overlays, captivating images or screenshots.
  2. Keep Them Relevant & Accurate – Remember to ensure that whatever’s on the thumbnail also appears in the video. Misleading or irrelevant thumbnails can frustrate users, potentially leading to a higher bounce rate.
  3. Use High-Quality Images – If your image is pixelated, blurry or looks bad, users will be less likely to watch your vid. So, use clear, visually appealing photos formatted for different screen sizes.
  4. Experiment with A/B Testing – Try out different variations of a thumbnail over time and see if they generate higher clickthrough rates (CTR). Depending on who you're targeting, you could experiment with varying design elements, such as colours or specific images.

For example, if the subject matter involved how-to videos about styling curly hair, the thumbnail would ideally feature someone with curly hair looking fabulous, along with a text overlay which suggested what benefit/viewer outcome could be expected from watching this tutorial.

Optimising video thumbnails increases your chances of attracting more viewers, improving CTRs and increasing visibility within search results.

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Promote Videos on Social Media for Improved SEO

Promoting your videos on social media platforms is an effective strategy to make your videos more visible and enhance SEO. Here are some tips for getting the most out of social media regarding video promotion.

  • Share across multiple platforms: You can reach a wider audience and increase the chances of people stumbling across your videos by sharing them on different sites, including Facebook, Twitter, Instagram and LinkedIn. Each platform has its features and – importantly – unique users.
  • Use captions and hashtags: A good caption provides a snapshot or summary of what’s in the video. Adding relevant hashtags will also help more people see it, especially those interested in similar topics.
  • Engage with viewers: By responding to positive and negative comments, answering questions, or even starting discussions, you can encourage others to get involved in the community you’ve created around your content. The more they share or engage with what they’re seeing, the better your video's chance of being seen by others.
  • Collaborate with influencers: Working with big names (or at least bigger than yours) from within either YouTube itself or elsewhere online can seriously up how many views you get for each piece of content. Influencers have built-in followings that are often remarkably loyal, so piggybacking off this could boost brand awareness.
  • Embed videos in blog posts/articles: If you write about something related to one of your films, embed that film into the post and then share it via social. This drives traffic to the site and increases visibility outside YouTube itself.

So, if I wanted someone looking at my bread recipe tutorial above, I could create a short teaser video showing close-ups of delicious-looking slices being buttered, etc, before posting it here (on any/all relevant channels) alongside copy explaining why my method is unique/unmissable/different etc. An example sentence might be, ‘I genuinely think this recipe will change your lifeline. By doing this, I’d reach more people and potentially improve the performance of that tutorial when it comes to SEO.

How to Encourage Engagement and Viewer Interaction

To increase the performance of videos and raise their SEO impact, you will need to engage viewers and encourage them to interact with what they are watching. These methods have been shown to work:

  1. Call-to-Action (CTA) – make sure there’s a clear call-to-action at the end of each video, asking the audience to like, share or subscribe.
  2. Interactive elements – build interactive features within each video so that users never feel they are passively consuming content. This could involve asking viewers to comment on something in particular, vote in a poll or even participate in a contest.
  3. Responding to comments – Ensure you respond when people comment on your videos. It shows that you value their opinions, encouraging audience interaction.
  4. Encouraging social sharing – ask viewers if they wouldn’t mind sharing your video with friends or colleagues via social media platforms such as Twitter or Facebook.
  5. Online community building incentivises every viewer to join your mailing list, follow you on Instagram, etc. Set up an online photography forum where everyone can submit pictures.
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For instance: “If one of your videos was called ‘10 essential photography tips,’ it might be worth asking viewers whether they would be able to recall any tips from memory.”

By actively encouraging engagement with each video, you will create more loyal followers and improve its overall SEO performance.

Monitor Video Analytics and Make Improvements Based on the Data

Being able to monitor video analytics is of the utmost importance for understanding how your videos are performing and making improvements based on data. Here's how you can keep a close eye on them:

  • Use Video Analytics Tools: Use any video analytics tools available through your chosen hosting platform, such as YouTube Analytics or Vimeo Stats. These will provide insights into various metrics, including views, watch time, audience retention and engagement rate.
  • Keep Track Of Key Metrics: Stay on top of key metrics and analyse them regularly to understand viewer behaviour and preferences. By knowing exactly how viewers engage with your content, it’ll become more accessible to identify areas where changes could be made to maximise performance.
  • Identify Patterns & Trends: Analyse the data in search of patterns or trends in viewer behaviour – what’s working well and what isn’t? If certain types of videos perform exceptionally well (i.e. they have a higher-than-average engagement rate or watch time), consider creating more content like this.
  • Experiment & Iterate: Use video analytics as inspiration for trying out new things – different formats, topics or promotional strategies. Experiment with these ideas by creating prototype content to test hypotheses generated from the numbers; if something starts working well with viewers, roll it out across all future work.
  • Seek Viewer Feedback: Encourage viewers to give feedback on individual videos – ask them to leave comments/ratings/suggestions for future content, etc. This sort of interaction can yield valuable tips/ideas which might lead directly to better overall channel performance further down the line.

For example – lots of people drop off after three minutes? That could indicate a problem with pacing/editing that could be fixed quite easily.

Significant positive gains can be made by monitoring video analytics closely and iterating accordingly over time – optimising everything around how you're making SEO-focused video.

The Role of Video Sitemaps and Schema Markup in Video SEO

How To Create A Video Sitemap

To make video SEO work for you, it's crucial to understand the role of video sitemaps and schema markup. Here’s what you need to know about each:

Video Sitemaps: These XML files tell search engines more about your videos. Essential information includes the title, description, thumbnail URL and where the video is located online. Submitting a video sitemap to Google and others via Google Search Console (formerly Webmaster Tools) makes it easier for search engines to find your videos.

This, in turn, makes them more likely to be indexed by search engines – something which can help get your content found within regular search results.

Schema Markup: Schema markup is code added to an HTML website that “talks” directly with search bots such as those used by Google. This means they don't have to “guess” what a page or piece of content might be – because it tells them exactly what it is.

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By using schema markup related explicitly to videos – known as ‘video object schema' – marketers give search engines more detailed information on their clips, including duration, date uploaded and even an embedded player.

By taking advantage of both video sitemaps and schema markup code – offered accessible through sites like Moz.com – brands can expect better visibility within standard searches over time, attracting organic traffic at a higher rate than had been previously possible.

Optimise Videos for Mobile Viewing to Enhance SEO

Optimising your videos for mobile viewing is crucial to succeed in today's mobile-first world. Here are some effective strategies to help you optimise your videos for mobile and boost SEO:

  1. Responsive video players: Use responsive video players that automatically adapt to different screen sizes and resolutions. This ensures that your videos look good on various mobile devices, providing a smooth experience for viewers.
  2. Optimise file sizes: Compress video files to load quickly on mobile devices. Use appropriate codecs and file formats to find the right balance between quality and size. Faster-loading pages contribute to good user experiences – a factor Google considers when ranking search results.
  3. Consider vertical or square formats: Vertical or square formats take better advantage of the vertical real estate on the phone, making them ideal for watching on the move.
  4. Ensure compatibility with popular apps/platforms: Make sure your videos work with popular apps people use to watch them – such as YouTube’s app – and other platforms where many people watch videos on their phones.
  5. Testing: Test how your videos appear (and perform) across various types of devices to ensure they look right, display correctly and deliver an optimal experience for users; pay close attention to areas like aspect ratio, text readability and overall visual quality.

By ensuring that their content looks great on small screens everywhere instead of just desktop computers, marketers can make their audience bigger while giving viewers what they want from a video when they load it up in their browser or favourite app.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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