Posted By:
Craig Newman
March 2, 2012
Filed Under:
Business Video Tips
11 comments

How To Use Video SEO To Jump To The Top Of Google Search Results

As most SEO guys know, getting a first-page Google result is becoming harder and harder. Google’s search and indexing algorithms continue to evolve in complexity, but Google is now showing “blended” search results, that is, displaying videos and images towards the top of the first page, and pushing down—and sometimes out—traditional websites.

This can be a real problem… unless you embrace professional video production. On Google, Videos are 53 times more likely than traditional web pages to receive an organic first-page ranking (Forrester Research found 2010). Google’s new found enthusiasm for video allows sites with video assets—even sites that would normally score poorly in the Google index—to achieve first-page rankings.

How, you ask?

A. Upload your video to YouTube.

The upside of this is that you are 100% certain to be indexed into Google’s search engine. This does not guarantee you’ll get a first-page result, but at least it ensures that Google knows your content exists.

The flip-side of this is that when people click on your video will be taken to YouTube. This is fine if your goal is branding but if your goal is driving traffic to your site and not a plethora of cat videos, this won’t be a successful video production distribution.

Your other alternative is:

B. Video SEO

Video SEO is a set of techniques designed to make sure that:

  • Google finds your video content,
  • Google successfully indexes your video content and
  • Google will display your video content when specific keywords are entered as search terms

This is how you make it work:

You Need To Produce Professional Video Content

The more engaging the better. Some argue that it is video quantity and not quality that will drive your SEO. To quote Fliqz CEO Benjamin Wayne,

“Google is fairly flexible in what it considers to be video content… Google can’t actually “see” what’s inside the video content, so it relies on title and other meta-data to determine what content your video actually contains.”

Whilst Benjamin has a great argument, you need to keep people on your site after they have arrived otherwise your bounce rate will sky rocket and Google will punish you for it.

Submission, Not Discovery

Google can’t read Flash very well, and as a result, most video content is invisible to Google’s search crawlers. Therefore, the best way to appear in Google’s blended search results is to submit your video to Google using a Video Sitemap. This is similar to an XML sitemap, but is formatted specifically for video, and only contains information about your video content. It is submitted using Google’s Webmaster Tools.

The most common error in Video SEO is to assume that because you have submitted the web page on which a video resides, that the video content itself is being indexed.

You’ll also need to make sure that you have a robots.txt file on all video pages, to ensure that Google can easily verify that the locations on the Web you’ve submitted do in fact exist, and that they contain embed codes which indicate the presence of a video.

 

 

Title and Title Tags

With video rankings, Google matches the searched keywords and your video title. Google allows you to submit other meta-data such as description and keywords but these don’t really influence your search ranking.

Tip: Google likes it when the title tag of the page matches the title of the video, and will give a higher weighting for results where this is the case.

New and Small Don’t Matter

Whilst the age of a website, number of pages on the site, and the number of links to the site, etc, greatly affect traditional SEO, it doesn’t matter with Video SEO.

This means that the new-prepubescent-on-the-block can compete with larger and more established players. Even if you haven’t got the scale or money to really take on traditional SEO, Video SEO is well within your grasp.

“Using Engaging Video Productions with Video SEO is a Winning Strategy”

11 Comments

AileenMay 10th, 2012

You’ve mnagead a first class post

Craig NewmanMay 11th, 2012

Thank you Aileen!

Clara LundstenMay 11th, 2012

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Craig NewmanMay 12th, 2012

Thank you Clara,
Where are you from?

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