Fundamentals of Video SEO

Rachael DinesDirector – Shake It Up Creative

Ltd

The hours people spend watching videos on

YouTube, year-on-year

 

Video – it’s serious

60%

How video aids marketing & SEO

• Videos rank; blended search results• A video search result has a 41% higher CTR than plain

text• On-site video increases dwell time by avg 2 minutes• Video; easily digested, useful, leads to more links

“If a picture is worth a thousand words, and video shoots at 30 frames per second, then a 60-second video really does contain the equivalent of 1.8 million words!”

Dr. James McQuivey, Forrester Study

Better SERPSBetter CTRLower BounceMore Backlinks

Finding the goal

Choose the right type of video:Tutorial, webinar, product demo, humorous how-to?

Example goals:

Increase site visitors by 1000 within six monthsDouble my database within six months

Take £500 more in revenue per month within six months

I want to relax/laugh/wat

ch crazy catsI need to find

an answer

Why people watch

videos / visit

Search engine happiness

The search engines like:

• Video content optimised with video keywords

• A title at least 5 words long, keyword at the beginning

• A video hosted on your own domain in addition to sharing sites

• An optimised description• Keyword within the video’s filename• Transcripts• Schema.org meta data

Keywords & Tagging

Tags aren’t the most important thing

Include related keywords, remember, spiders can’t watch videos

Select an appropriate category

Helps you get here…

Auto-transcripts

And, a site map

You need the RAW video player link - where the original video file is locatedCheck out https://moz.com/blog/video-sitemap-guide-for-vimeo-and-youtube

UX metrics

YouTube determines the quality of your video by:

• Video retention• Comments• Shares• Thumbs up/down• Subscribes• Add to playlist

Schema.org

• Improves rich snippets

• Use the schema.org/VideoObject type to describe videos

• Ensure that video and markup is visible

without executing any JavaScript or Flash

• Add the markup properties directly to the HTML of the page with your video/s on

• Test it at: https://developers.google.com/structured-data/testing-tool/

Schema.org

Marketing tips

Keep videos professional but friendly

Promote promote promote!...

Using the word "video" in an email subject line boosts open rates by a whopping 19% (HighQ / Hubspot)

Ask viewers to share, subscribe, comment, vote

More real views=higher rankings

OneLoad distribution – 20 different platforms, analytics

Thank you

@MarPro_UK

@ShakeItCreative