Video SEO – Taking a Look at What Makes It Successful
Traditional search engine optimization techniques have focused on the optimization of keywords and written page content in order to generate first-page rankings with major search engines such as Google, Yahoo! and Bing.
This was in large part because search engines were unable and unwilling to index videos and video feeds, making it effectively unsearchable and useless.
Now, many providers including Google have begun to heavily index video content in order to create what are known as “Blended Search Results” when a search is conducted.
Blended Search Results are just as they sound – a blend of content types that will hopefully provide the user with the information they are looking for.
This is evident in the way videos are displayed in Google results – if there is a relevant video attached to the keywords entered, the video will be displayed as the first or second search result.
- Usable, indexed videos are still a rare commodity on the Web.
- In order to create effective and balanced search results, relevant videos are almost always displayed as the first result.
- Video titles are given heavy weighting in keyword searches.
What this means is that a properly placed and indexed video is 53 times more likely to find a spot on the first page, at least according to a study conducted by Forrester research. Providers that only use traditional, text-based organic SEO techniques are cutting their clients out of a rare opportunity of how to get more traffic to their websites and – to strike at the world of video SEO before the market is cluttered.
While videos abound – YouTube is the easy example – very few of these are properly indexed by search engines. This means that a company can make significant inroads in search engine optimization rankings by submitting keyword-relevant videos and ensuring that they are properly submitted to search engine sites.
This is best done by a dedicated SEO company, one that can ensure that not only does a video’s title and URL contain keyword-rich terminology, but that both a permalink of the video in addition to a feed are established and submitted. In addition, a professional and client-focused SEO team can help to ensure that links to the videos redirect users to the company’s website, rather than that of the video provider, and can assist in developing thumbnail video stills that best capture the visual essence of the company’s preferred keywords.
First-page search engine results don’t come from a haphazard submission of text, and while video is a new and powerful tool in SEO campaigns, it must be properly managed by an experienced SEO consultant in order to reap the maximum benefit for a company.