What You Don’t Know About Videos & Search Engines Can…

… be hurting you. Why do keep writing about video search-engine optimization?

• Your viewers or customers are increasingly using specific terms in their search, and including the word “video” into searches more than the word “sex.” In the past 5 years the term “how to” has grown steadily as a search phrase (Google analytics).
• Eye charts show that when a thumbnail image (representing a video) appears among a search-page results it gets an early glance before people read.
• Approximately a third of the views of a video are driven by search. It may surprise you that search engines overtook social media as a driver to videos back in early 2008 (Hitwise, 2009 via ReelSEO).
• Google, by far the leading search engine, incorporates many forms of media in its results. Since it currently indexes far more text than video, you have a distinct advantage with video content.

There are two solutions: the hard way and the easy way. The hard way: you can ensure you or your agency is current on video SEO techniques. The second is that you post content on YouTube (which Google crawls quite well) and ensure that your title, description and keywords are aligned and words are ranked by priority. Don’t try to optimize against impossible phrases with lots of competition. Be specific and add words people are increasingly adding to search queries (video, how to, etc).

Larry Kless did  a nice summary of the Online Video Platform Summit (sounds saucy, huh), and quotes SEO Video Guru Mark Robertson. Nico McLane discussed her article from StreamingMedia that is subtitled “The secret’s in the sauce, but nobody’s sharing their recipes.”

Robertson puts it simply, “video SEO is purely an extension of SEO.” The more I research it, the more I realize it’s true. The tips for optimizing video content, with some exceptions, are typical of a good search-engine optimization plan.