Drive Your SEO Performance with Video

Search engine optimization is all about publishing the right content on your website to ensure you rank highly for internet search queries that match your business or topics and keywords that you want to generate inbound traffic from. Using video across your website can be a great way to boost your SEO performance and give you a better shot at ranking highly with Google, but only if you do it properly.

My name is Tyler Lessard, and in this Chalk Talk, we’ll discuss the latest best practices for using video to drive your SEO performance and more inbound lead flow.

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With video becoming a more important part of modern websites, it’s also becoming an important part of your SEO strategy. What’s interesting with video is it can help your SEO plans from a few different perspectives. Consider this for the moment: When somebody goes onto Google or other search engines and enters a search query, they’re presented with a few different tabs of results, which give you a few different chances at bat.

Showing Up in All the Right Places

First, is the All tab, which is going to present all the different web pages that are the a best fit for the search query. The second is a Video tab, which is going to present the videos that Google knows of online that are the best answers to that question.

Using video in the right way can actually give you a better shot at ranking highly in both of these different areas as long as you’re thinking about it in the right way. In addition to ranking highly for video and generally in the All tab, video can also help with your domain authority by driving longer engagement on your site and more back links back to your domain.

So let’s talk practically about how to do this, and make sure that you’re optimizing your SEO results and not hurting your SEO by adding more video to your website.

Video Hosting Matters for SEO

The first thing you’ll want to consider is where you’re hosting your videos. If you’re using YouTube to host your videos, and to then link to the YouTube version from your site, it’s not going to help your website’s SEO at all. Anybody searching for something related to that video are going to be directed to YouTube and not to your domain.

Using a platform like Vidyard or other Video Hosting

Video hosting solutions are platforms that provide a storage mechanism for video assets. Basic hosting platforms typically store video on a server, and make use of a video streaming technology to serve the video to viewers.

“>video hosting platform, you can instead <span class="glossaryLink cmtt_Video Promotion" data-cmtooltip="

Embed
Placing a video within the HTML code of your website. The video can be played in-line alongside the rest of your awesome content on the page.

“>embed videos directly on your website, and this is going to give you all the domain juice related to that video content. Once you start doing that, there’s a few things you’ll want to consider each time you publish a new video.

The first very important step is the metadata you want to add to your web page. Every time you add a video to an HTML page, you’ll want to go in and update it with the Video Object schema type and add in the different tags related to that video. This is what tells Google and other search engines that there’s a video on this page and the related information about it.

The title, the description, the length, and so on is going to give Google the information it needs to understand that content and give you a shot at ranking in the Video tab. Once you have multiple videos on your site, you’re going to want to create an XML document called the video <span class="glossaryLink cmtt_Video SEO" data-cmtooltip="

Sitemap
For SEO purposes, a sitemap is an XML document that provides search engines and crawl bots instructions on how to process a website, and what content is available. Including schema.org videoObject tags allows search engines to detect video assets. Some engines like Google will feature these as visuals within displayed search results, and factor them into algorithms for page ranking.

“>sitemap. The video site map gives Google complete information about all the videos across your website and it’s basically an aggregate of all this various video metadata. So it gives Google one place to know what you have, where it lives, and other metadata about those video assets.

What’s important here is that you can upload your video sitemap to the Google Search Console to make sure Google is always up to date and properly indexing your video content. Now if you’re using a platform like YouTube, you’re going to have to do much of this manually. If you’re using a platform like a Vidyard, some of this can happen automatically, so that every time a video is added, the metadata is automatically published to your page and a video sitemap is automatically updated and submitted to Google to keep you up to date. That’s going to help your with ranking in the Video tab and giving Google an idea of where your videos are. But equally important is using video to drive your master SEO and driving more traffic in general to your web pages, not just the video itself. And this is where transcriptions come into play.

Adding Transcriptions to Your Site

Transcriptions can be defined as transcribing the audio from your video into text format and placing it within the page so that Google can crawl all of that text, just like it does other text on your site, to identify key words and give you an opportunity to rank highly for search queries.

Now what you’ll want to think about here is two different types of Transcription