Does Video SEO Really Work?

If you’re new to video SEO, you probably have a ton of questions.

In addition to wondering how you’re supposed to get started to implement it, you’re also just hoping that your time investment is worth it. What if you waste all your effort for nothing? How do you really know that video SEO works?
The fact of the matter is that video SEO always works.

You don’t have to worry about investing your time and efforts into it for no return. In fact, check out all the success that some companies found once they uploaded videos to their sites and implemented video SEO. The numbers speak for themselves, like the company who found customers were 144% more likely to purchase after seeing a product video!
A word of caution, though: video SEO only works when done the right way.

What do we mean by “done the right way?” A few things are involved here:

Videos need to be high-quality. 

Putting a grainy video with poor sound quality will immediately drop your chances of conversion and sales, no matter how good the back-end SEO is. Visitors to your site want to see the value of what you’re offering, and that doesn’t come across in the least in a poorly-produced video.

The video SEO needs to be done thoroughly and correctly. 

Video SEO involves not just titling and describing your video if you upload it to YouTube or Vimeo, but it also involves things like tagging, embedding techniques, captioning, etc. Thousands of articles exist on how to do these things, but if you feel uncomfortable implementing video SEO on your own site, choose a company that can help you with it.

If you embed your video on a page on your site, the page’s regular SEO needs to be valid, too. 

You can’t just upload a video, place it on your site, and call it done. In addition to fixing up the video SEO, you need to pay attention to the SEO for the page itself. A video’s back-end can be as tight and perfect as possible, but it won’t matter as much if the location it’s on also isn’t optimized for being found in searches. And really, your entire site needs to have an overall SEO strategy to be properly found, so make sure you look at the entire picture and not just the video pieces.

If you pay attention to all these elements, you’ll find that you don’t need to worry about video SEO working for your company. When done the right way, it’ll always work!

3 Important Starting Points for Video SEO

In previous blog posts, we’ve explained what video SEO is and how to properly implement it. However, there are many more specific steps you can take to improve your video’s chances of being found than simply uploading and adding the title and description.

For starters, adding a title isn’t easy as typing in the keywords you’ve chosen. If you’re trying to attract real human viewers instead of robots scanning for those keywords, you need to make the title interesting enough that a random internet user would want to click it. Here are a few tips to help you achieve a good balance between SEO-optimized and human interest-optimized:

- Put your keyword(s) at the beginning. This will probably be a very general topic.

- Add a short and compelling “summary” title after that to clarify your keyword(s).

- Example: “Video SEO 101: How to Write for Humans”

Additionally, make sure that the first two lines of your description not only include your keyword(s) at the beginning (like in the title) but also add more information to help explain your video. When users search for it on YouTube or when search engines look for your video’s meta information, the first two lines of your description will always be the most important.

Include any other keywords you think people will be searching for, and make the two lines as compelling as possible. A word of warning, though: don’t try to lie about your video or trick people into clicking the link. You’ll only turn them away from the video and the rest of what you may have to offer them.

Finally, pay attention to the thumbnail. This has little to do with video SEO, like your keywords, but has a huge impact on whether or not people will click your video link. Since people looking for videos are so interested in the visual, make sure your thumbnail clearly relates to your video title, helps support its message, and has a clear, in-focus image.
Keep in mind that these changes won’t necessarily make your video get millions, even thousands, of views.

They will, however, ensure that you’re keeping video SEO best practices in mind as well as creating content that users won’t want to miss.

3 Ways to Use Video SEO to Drive More Traffic to Your Site

Making videos for your company or business has been proven to increase site traffic, but it involves more than turning on a camera, recording, editing, and uploading. Putting a video on your site does mean you’re more likely to get people viewing it and staying on your site, but they first need to find it.

The world of online video is quickly growing; in one of our previous blog posts, we mentioned that Cisco believes that by 2017, 69% of all internet traffic will be directly related to video. That means even though most content online is still text-based, video will become king. When it does, how do you set apart your videos from everyone else’s?

This is where video SEO comes in. The field of video SEO is a huge one, so for now we’ll start with some of the basics for improving your video’s chances of getting found in search results.

  • Before you start filming, focus on creating quality.
  • It doesn’t matter how many hits your video may get from video SEO if it’s a poorly made video. You need to focus on writing a clear, compelling script before you even press the “record” button. The more work you put into creating good videos, the more likely they will do well and be shared with others (and sharing is a large part of how Google decides what is quality content and what shows up in their searches).

  • If you haven’t done any keyword research yet, now’s the time.
  • Pick 2-3 keywords for your video SEO that you think you could rank for or would like to start ranking for. Include as many of these keywords in your video script as possible, but don’t overdo it. No viewer likes to watch and listen to a video that sounds forced. Remember, quality content matters!

  • Include keywords in your transcript, captions, title, and video description.
  • Including your keywords in all of these areas will help it rank better in searches. Again, make sure that everything sounds natural to the ear and doesn’t feel forced. If you don’t like the way something reads, change it and make sure to add your keywords as tags instead.If you’re not able to upload a transcript to your video hosting site, consider using captions as an alternative. Not all closed-captioning is created equal, though, so make sure that if the video host doesn’t do it well, you consider hiring out the work to a company that specializes in video transcription and closed captioning.

    Though there are several other things you can do to help improve the traffic to your site through video SEO, we’ll cover those in future blog posts. For now, focus on implementing these first few key steps, and keep track of your traffic success so you know what is or isn’t working for your site!