Read on to learn the secret sauce of savvy video SEO marketers…
Why is video SEO important?
In 2022, people watched an average of 17 hours of online video content per week. And it’s safe to say that this number is not going down.
As search engines like Google continue making steps to prioritize video over text, and platforms like YouTube and TikTok refine their algorithms for faster, more relevant video recommendations, competition in the video space will intensify.
Creating a great video isn't enough; you need to know how to rank it.
Already keen to whip out your director’s chair? Here’s a refresher of 7 key dos and don'ts for how to get your video seen by more audiences using video SEO in 2023.
If you want to learn more about how to use video on your website to rank your pages higher then read our latest article: Video for SEO: How video can improve your on-page SEO rankings
Video SEO: What you SHOULD do and NOT do
Here are some of the major do’s and don’ts of video SEO.
DO create videos you’d watch yourself
Make sure you're creating something that YOU WANT TO WATCH. If you wouldn’t want to watch your content yourself, neither will your audience. Be ruthless with this rule. Your video shouldn’t just be visually engaging and concise, but also tell a story.
Try experimenting with different formats and audio styles like voiceovers, as well as ways to visualize your point, like using animations.
DON’T ignore your viewer
Don’t lag behind your competitors by sticking with the old; EXPERIMENT AND RENEW your content mix by regularly checking your content’s analytics. You’ll know which of your video formats are most engaging when statistics like your average view time are high.
By consistently checking up on your video’s watch time, engagement, shares and likes, you can stay on top of what works and what doesn't. If one approach to your storytelling doesn’t get as much engagement as another, exclude it from future plans and replace it with what does work.
DO understand how to use keywords
Just like standard search engine optimization, understanding how to get the most out of keywords is – pardon the pun – KEY TO SUCCESS of your video SEO. To start, research similar content and use a keywords tool to find words that have the strongest ranking potential.
Try keyword tools like:
For example, your video title could change from ‘The Best Job Interview Tips’ to ‘A Finance HR Manager’s Guide: Top Mistakes New Recruits Make In Interviews’. The first video title will have so much competition that you’ll never be found, whereas if you’re specific and target a subsector of searchers – you might just be on to something…
You should also pay more attention to your video’s description or caption than you ever have. Every video platform, from TikTok to YouTube, uses your description in its algorithm. By making yours informative, eye-catching, and specific, and adding in relevant hashtags, you can start leveraging keywords more strategically for your niche, making your content easier to discover and helping you reach more eyes.
But why stop there?
Experiment with different title formats, tags and categories to find your brand’s secret video SEO sauce…
DON’T keyword cram
Just like everything else fun in life, keywords are BETTER IN MODERATION. If your video seems jam-packed and overly inflated with irrelevant and desperate keywords and hashtags, you’ll drive viewers away by seeming like a robotic advertisement.
Not only that, but keyword cramming can also drive away algorithms. So many people think that adding as many keywords as possible will lead to their video ranking better; actually, it's the opposite.
Search engines can detect this and will often block your content from the search results because of it. So don’t be desperate. Research your target audience, use keyword tools and review your past successes to carefully curate your keywords.
DO include captions and transcripts
Providing captions and transcripts for your videos is a MUST. You’re ensuring that your content is accessible, inclusive and discoverable to an even larger audience.
But keyword targeting through transcripts and captions is often overlooked, too. Search engines can’t listen to your video (yet!) so they rely heavily on context to understand and categorize your content.
By including text in your content, you’re giving them this context yourself. And by using keywords in your captions and transcripts, you increase your video’s discoverability, increasing that all-important ranking for your video in the search results.
Learn how to add captions and transcripts here.
DO prioritize an engaging thumbnail for your videos
Selecting the right thumbnail is more than just a visual choice; it's a STRATEGIC move in the world of video SEO. Think of it as the cover of a book, beckoning viewers to dive into your content.
While the video's content is paramount, the thumbnail is often the first impression, influencing click-through rates and viewer engagement.
A captivating thumbnail not only grabs attention but also sets the tone for what's to come. Overlooking this element can mean missed opportunities, as users might scroll past a generic or uninteresting image.
By investing time in crafting a thumbnail that resonates with your target audience, you're not just enhancing aesthetics—you're boosting your video's potential to rank and be seen.
DON’T make generic content: educate!
If your future consumer is asking questions relevant to your niche, you should BRING HELPFUL ANSWERS. There’s nothing stopping you from becoming a truly credible source in your field and the go-to for answers.
A big indicator of credibility is watch time. If your videos have a short watch time then they won’t get ranked.
You can start today, by creating content aimed at their questions. Use tools like Answer The Public to find questions asked in your niche, and then use your newfound love for keywords to bring educational video responses. You can switch between formats, too: you could film a Q&A, an interview or a how-to guide.
Conclusion
When it comes to connecting with your audience, video is here to stay. By adapting your team to take video marketing seriously using video SEO techniques, you can master the art of capturing your audience where they’re looking.
