We SEO Textual Content…Why Not Video?!
By Thomas Beatty, senior SEO analyst & video optimization specialist, BusinessOnLine
Video optimization is crucial if you want your video
to be found by your audience. Similar to how you
would Search Engine Optimize (SEO) your website copy
to rank highly, you can do the same with videos.
What do you SEO with videos? Well, with video
optimization you SEO the script. You might be
scratching your head now, so let me explain the
benefits of video optimization.
The search engines can crawl a lot of content around
the video which influences its ranking. In fact, the
search bot will determine the video’s quality by the
textual content around the video—meaning links,
description, tags, title, and script. The script is
a transcription of the video that is attached to the
timeline. This requires some time to create and
embed, but it is well worth the investment.
Getting your video to rank can be an arduous, but
necessary task, as YouTube videos are now dominating
search behind Google. These days, more and more
people are not only watching videos like crazy on
YouTube, they are searching them via YouTube, making
it a viable platform to invest resources. There are
28,800 hours of video uploaded to YouTube every day,
so in order to rank high, there are some tips and
tricks to increase your chances.
With so many videos being uploaded to YouTube, the
following video optimization guidelines can help
increase your chances of getting positive rankings.
First, write a keyword-focused script for your
video. That way you can put your video script in the
description field and in the video timeline. The
synthesis between placing the script in the
description and timeline is a new advancement, and
has been shown to yield positive search results.
This provides the search bot more info to scrape,
and will help the bot properly index your video.
For instance, if your video is about “Video
Optimization,” the more times that you naturally
have “Video Optimization” mentioned in your script,
the better chance your video has of being indexed
properly, ranked higher, and being found easier. The
transcript text follows the video wherever it is
embedded, and users can also select chunks of the
text and share it when sharing your video, which
helps rankings, too.
Secondly, research your audience. Find out their
needs and interests, and customize your content
accordingly. Also, be mindful of the platform.
YouTube is a fast-paced platform and users rapidly
cipher through and quickly scan content; this is why
SEO and embedding transcripts are so crucial to
ranking high. Keep your video short, concise,
entertaining, and to the point. If you have a dense
or lengthy subject matter, break the video into
sections with intros and outros. Keep your video
between three and five minutes long for increased
user engagement; though some studies and data point
to users’ attention spans being close to 60 to 90
seconds with YouTube Insight data supporting user
bounce rates as quick as five to 30 seconds.
Meaning: You have less than 30 seconds to capture
their attention. SEO will get them to your video,
and good content can increase the chances of quality
Also, have a strong call-to-action at the beginning
of your video. Communicate your most important
point(s) first, in case the user bounces, and does
not watch the video in its entirety. Strong
calls-to-action in the beginning of the video
increase your chances of converting and branding the
viewer. This can also increase their likelihood of
returning to the content later.
The title of your video should be keyword focused,
but keep in mind that there is a 25-character limit,
including spaces, so use this real estate wisely.
The description should start with a link to your
website or wherever you want the user to go for more
information, followed by two sentences describing
what the video is about, and then the script. Tags
are YouTube keywords. Think a bit outside the box
when selecting keywords. Also, include a few
synonyms that make sense to you and potential users.
Put yourself in the users’ position and think about
how they would search your content.
Lastly, you want to choose a thumbnail for your
video. This video thumbnail needs to entice the user
to click on your thumbnail. Select a part of the
video that will be valuable and interesting to the
user. Because of the rapid scanning behavior of
users on platforms such as YouTube, your thumbnail
is going to be their first form of engagement after
search, so make it count.
I hope you enjoyed my video optimization tips. Happy
---Source: Thomas Beatty is a senior SEO analyst and
video optimization specialist at
pioneer in the interactive marketing space with a
14-year track record of successfully leveraging the
interconnectedness of the Internet to help companies
grow their digital presence. Follow Thomas on
Twitter @redmellon70 and
LinkedIn, or email him at