Google It is the most accessed search engine in the world. In 2013, revealed that the site received more than 100 billion searches per month. With so many hits, Google prioritizes the content that is most relevant to the user, because the greater the number of interesting results it offers, the greater the number of hits.
The videos, in turn, have an advantage compared to the texts. According to , video content is 53 times more likely to appear on the first page of the search engine.
Some techniques of video seo they can help the positioning of videos in search tools. You have no idea what this means? Well, read on to understand what it is and how to use it. What you will learn:
What is video SEO?
The It is a set of optimization techniques used so that search engines recognize content and that it reaches the first places among its results.
If you have ever produced for websites and blogs you may have come across this term at some point.
Here’s how it works: When a user searches on sites like Google or Bing, they use a keyword.
To deliver pages and content that are more likely to answer the user’s question, the search engine analyzes a series of factors that demonstrate the relevance of this content.
And the same goes for audiovisual content.
That is, we can define video SEO as a set of optimization techniques that allow videos and pages containing videos to better rankallowing these contents to be found more easily on the Internet.
Why is video SEO so important?
Online video consumption continues to grow. You just have to open the wall of a social network to see an avalanche of this type of content on the timeline.
And it didn’t take long for many companies to see this format as a great way to communicate with the public. After all, the videos they are easy to see, they are didactic, they excite and generate more engagement What others .
For all these reasons, the number of videos available on the Internet has reached levels never imagined. So how do you make your brand video stand out and be found by your target audience?
The answer is video SEO!
Through certain optimizations, search engines will be able to identify the topic of your video and rank it based on relevance. And with it, show it to the user through the search results.
Here are some facts that demonstrate the importance of video SEO:
- According to, videos receive 41% more clicks than other contentsuch as pages that offer only text.
- In accordance with , 62% of all Google searches contain videos.
- After clicking on a search result, users spend up to two minutes more on a video page than on a text-only pageaccording to data from .
- Websites can double their organic traffic volume simply by displaying a video thumbnail in their search results, as reported by .
How does Google rate videos?
In order to deliver maximum content to users, Google ranks it according to its relevance.
Thus, it will take into account several factors such as, for example, if the page where the video is -or the video itself- contains the that the user searched for.
The video content description also helps in ranking. This is the summary of what the production offers.
Another important aspect will be the information that is in the content of the video.
On YouTube, mainly, it is very common to find videos with well-known titles used as . This term refers to sensational or false titles that are used to attract the user.
After the user clicks and realizes that the content has nothing to do with what they were looking for, they leave the video.
This type of content has a high bounce rate as it misleads the audience and is therefore classified as irrelevant or poor quality content.
Creating content and placing high search volume keywords in your description or title just to attract the attention of the public is a practice repudiated by YouTube, Google and other search engines.
After all, search engines can’t see and understand your video content, so you’ll need to clearly describe to these services what your video is about and how it can help Internet users.
What is the influence of video SEO?
The use of video has grown a lot in recent years, a large number of people have been seeing in this means of communication a good way to spread their message and produce the content they wanted without the filters, standards and rules imposed by advertising.
In addition, the main brands have also been realizing the potential of this medium to inform and communicate with the client.
The popularization of various technologies, such as smartphones and digital cameras, have made it increasingly easy to produce and publish a video on the Internet.
So much so that today it is almost inevitable that when doing any search on the web or accessing a site we are exposed to contact with videos.
The success of the videos is so great that estimates that in 2020 82% of all Internet traffic will be generated by this type of content. So much so that for a few years Google has already included a tab on its search portal specifically for videos.
However, this tab is still not used as much as the main one. Therefore, for the content to be seen by as many users as possible, it must also be well positioned in the universal google search.
11 Video SEO Techniques
Now that you’ve discovered what video SEO is and why it’s so important to your strategy, it’s time to get down to business.
Here are some of the most important optimization techniques:
1. Keyword search
As in the text content of blogs and websites, keywords are also important for a video SEO strategy.
They are the ones that tell search services the subject of your content and whether or not it fits the searches made by users.
Therefore, find out which keywords are most relevant to your audience and market and insert them into the title and description of the video. This will give your content more chances to stand out in the search engine.
2. Create a YouTube channel
According to , 82% of the videos that appeared in Google’s universal search in 2014 were hosted on YouTube.
And it makes perfect sense. After all, the largest online video platform belongs to Google and uses search engine-like algorithms.
So make sure for your brand on this platform and integrate it into your .
And of course, don’t forget to advertise your channel to attract even more views.
3. Use subtitles and transcripts
Accessibility is another ranking factor highly valued by search engines. That is, your video must be accessible to people with hearing difficulties or to users who prefer to watch the video without audio.
To give you an idea: for example, posted on Facebook are displayed without sound.
Therefore, embeds and transcripts in your videos. In addition to making your content accessible to more people, you’ll also allow bots from Google and other search engines to scan your content and identify your topic.
4. Post the videos on your website or blog
As we have already explained, Google values web pages that have at least one video. So make sure to include videos in your brand’s publications and web pages or blog.
For this, you just have to copy the embed code of the platform where the content is hosted and paste it directly into your site or blog.
5. Make your video the center of attention
For the above strategy to work, it is very important that the video is at the center of attention. That is there should be no elements on the page that detract from the videossuch as images or .
Thus, all the content around the video has to be only a complement. Always make it stand out to guarantee the most views and engagement!
6. Take care of the thumbnail
The (thumbnail) is a preview of what the video contains and is often decisive for the user’s click. It acts like a business card and can draw viewers in or out.
Make a creative thumbnail that instigates the curiosity of the public and that shows what will be presented in your video.
7. Create catchy titles and descriptions
Video titles and descriptions must be compelling to stimulate clicks and be consistent with the content. In addition, they must be objective and summarize the topic of the content so that the search algorithms understand it.
It is also important to work with titles of up to 55 characters, so that they are not cut off on small screens and that they have a meta-description with an average of 155 characters.
The description and title, in addition to showing the purpose of the video in detail, are also displayed when the content is shared on social networks, which is also very important for video SEO.
8. Have a responsive website
Since 2015, Google has been favoring the delivery ofthat is, that they can be viewed correctly on mobile devices.
This is due to phenomena such as, for example, that since 2018 half of Latin America turns to YouTube before making purchases (as confirmed by the ).
Thus, make sure that the content of your pages is adapted to mobile devices, and get a place at the top of the search pages!
9. Exchange backlinks with relevant partners
A It is a mention with a link to your content published on a third-party website.
This strategy generates new paths to your content through other channels, thus reaching a greater number of people.
In addition, the greater the number of other sites and channels that share your brand content, the greater its in the eyes of search algorithms.
10. Stimulate engagement
Another factor that positively impacts video SEO is the number of user interactions, such as comments, likes, and shares.
The bigger the content, the more interesting and relevant it will be and the better it will rank in search.
Therefore, allow the public to share your content, and use speech to encourage comments and likes.
In this way, the engagement and reach of the video will be much higher than if they are only on your page.
11. Produce evergreen content
Evergreen literally means “always green”. In marketing terms, it would be something like content that never gets old, that is always up to date, unlike news content, for example, which must be current and recent, offer “fresh” information.
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