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Marketing Tango

The Rhythm of Integrated Marketing

SEO for Video: 5 Essentials to Optimize Your Videos for Search

Search Marketing,Video

Mar 11, 2020

Video SEOVideo marketing has become an unstoppable force! Integrated marketers who use video grow revenue 49% faster than those who don’t use video – it’s such a powerful tool that just mentioning the word ‘video’ in an email subject line increases the click-through rate by 13%!

But whether you’re embedding videos on your own website or hosting them on social channels like YouTube and Facebook, you’ve got to convince people to watch them. And that means convincing the search engines to display your videos in the results.

SEO for video shares many of the same principles as traditional SEO, but there are important distinctions that can make the difference between just getting a few clicks and doubling your search traffic. Read on to learn more.

Create a Can’t-Skip Thumbnails

The thumbnail is the image that’s displayed when your video is indexed in search results – and it’s even more important than the title, in terms of getting people to click. Think of it like the cover of a book (but way more important): it should be intriguing yet still provide a realistic description of the content of the video. If you don’t choose one, platforms like YouTube or Facebook will default to a random image from the video. You can even embellish it with a frame or add a pull-quote to command more attention.

Include Keywords in Your Headline and Description

Similar to the thumbnail, your video’s headline and description need to hit the right balance of piquing interest while still being descriptive. These elements are also opportunities to use keywords. Do your research and make sure your keywords align with your greater SEO strategy, then frontload those keywords in the title and the beginning of the description.  Just don’t stuff in so many keywords that you sacrifice readability.

Where You Put Your Video Matters

Google only indexes one video per page, so make a strategic decision about which video to embed at the top of the page. Again, think quality, relevance, and importance to your audience.

Also, if you’re placing and promoting the video on multiple pages of your site, you’re not going to get better results – it’s effectively just competing with yourself.

Concentrate on Quality

Your best bet for optimizing video SEO is to ensure that your web pages support your videos with high-quality, relevant content – basically, that they’re optimized for SEO, too, or else search engines aren’t even going to bother.

Don’t just plonk your video down on a random or generic page: the text-based content of the page should be specific, relevant, and full of well-researched keywords. The result of your efforts is that you’ll lift both the video and page performance.

Provide a Video Transcript for Facebook Embeds

Obviously, search engines can’t watch your video content or listen to its audio (at least, not yet), so the more text-based information you can provide, the easier it is for your videos to be indexed. Adding a keyword-rich transcript that faithfully captures both the visuals and audio of your Facebook video can give you a significant boost. It also helps make your video accessible to a wider audience.

Don’t Count on Just SEO to Do the Job

Because Google’s algorithms change so frequently, SEO shouldn’t be your sole focus, but it is an effective complement to marketing activities such as:

  • Blog posts
  • Paid Facebook ad
  • Organic promotion on social media
Running short on ideas? That’s where we come in. Having an experienced partner like Sir Speedy – and all of our resources – can help you cut production costs on all of these elements and get significantly higher ROI. Contact us to learn how we’ve helped clients in your industry get more from their marketing!

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