Now that YouTube has integrated with Google it’s easier than ever to get your video into search results, but video SEO (VSEO) still makes a difference in getting the best possible ranking! The idea behind VSEO is that Google still can’t ‘read’ videos and therefore can only assess this kind of content via all of its associated text, which is why it’s got to be done correctly!
- Tags – This is where the most mistakes are made. Tags are meant to give Google a clue as to what the video is related to, not get your video extra clicks just because you tagged it for a million different keywords. If Google sees that everyone who types in a keyword immediately clicks off of your video (this is called a “bounce”) it’s going to decide that you’re not relevant for that term. High bounce rates are very bad and tell Google your content isn’t very good. Low bounce rates are rewarded with better ranking. For YouTube tags, 5-10 is a great range.
- Short-tail keywords: These are very general and simple keywords that apply to a wide range of subjects and get tons of traffic. They’re also much harder and more expensive to get a good ranking for and those you attract will be less likely to be good leads.
- Long-tail keywords: These are much more specific keywords, usually keyword phrases that narrow down users to only those that are most relevant to your website. They’re easier and less expensive to rank for and your leads are more relevant. These long-tail keywords are also going to generate more long-term traffic than the short-tail keywords. Forget short-tail and invest in long-tail.
- Title- Just as with a blog post, your most important keywords should be up front. Google still places a lot of weight in titles—the keywords you use should also be reflected in description, tags, and transcript.
- Description - Should be written in natural language but all of your main keywords (the ones that will be reflected in your tags) should be there. Get rid of empty words or requests for shares and be sure to include links to any social media platforms or landing pages you’d like to send viewers to.
- Transcripts- It’s going to be interesting to see how YouTube transcripts evolve, but until search engines learn how to ‘read,’ we have to provide the braille for them in the format of a Transcript. You can easily caption/subtitle your own videos using very basic formatting guides and give Google more information to work with. At the end of the video, include a link to your website in the audio transcript.
Looking forward to seeing how Google learns to best judge video relevancy!
Post by Cricky Cicchetti