If you’ve created a video, you already have an advantage where your search ranking is concerned. Google loves video, and their ranking algorithms actively favour video content. When you search for a particular word or phrase, you’ll almost always find video mixed with ordinary text search results - proof that video content is a good way to improve your SEO.
So the odds are in your favour, but how do you improve your chance of hitting that coveted first page?
Don’t forget keywords
Some of the tactics you’ll need to use to hit the top spot come right from the SEO rulebook. Make sure you use keywords in the title of the video, and keep that title short and snappy. Synchronise your keyword choice and frequency with the rest of your website, and don’t be tempted to deviate: keywords drive search, and having a strong keyword at the start of the title can really help.
Just as you tag your blog posts and link certain words and phrases, ensure you do the same with your video, no matter where it appears. When posting video content on your blog, don’t be tempted to let the video speak entirely for itself: add some well-crafted SEO web content alongside it to give your video a little context when the crawlers visit.
Also, take care to optimise your video content. You may think it doesn’t matter, but it does. Google’s search crawlers are able to scan and index subtitles in video content, and their text-to-speech analysis automatically converts your voiceover to captions. If you’re really careful with your scripting, you can ensure a better search result, simply by mixing your keywords in with your script.
Craft your content
Viral sharing improves your SEO, and good video content promotes sharing. Make sure your video is worthy of being shared, tweeted and Liked. If you work in a niche topic, try ‘behind the scenes’ videos to explain more about your brand and answer frequently asked questions. Experiment with marketing, instructional and other types of video content to find out what suits your approach. All kinds of videos get shared simply because they’re interesting to watch.
Whatever you decide to concentrate on, stick to the normal conventions. Don’t be tempted to waffle or drag out your video if it doesn’t need to be longer than a couple of minutes. Most people who casually find it will not commit to watching anything longer than that anyway.
Keep it in the family
Google own YouTube, and YouTube has proven to be a smart investment for them. Unsurprisingly, Google also favour YouTube videos in their own search results, and they will give results a gigantic push if there’s a YouTube video embedded on the page. Other video sites have their benefits, of course, but try to ensure your most promising videos are on YouTube from the start. Make them embeddable and actively monitor incoming links so you can capitalise on that traffic.
Posting your video on YouTube helps with exposure, too: it’s a phenomenally well-known website, and it’s supported on most smartphones, media devices and tablets. More exposure means more views: more views means your page rank rises.