5 Things You Should Know about Video SEO in 2017


Here are the latest trends and strategies for getting the most out of your Video SEO strategies in 2017. Starting with this great article from Greg Sterling  at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior.

Digital video to become “as important as TV,” creative best practices emerging

According to a new video ad spending study conducted by Advertiser Perceptions on behalf of the Interactive Advertising Bureau (IAB), 68 percent of marketers and agency executives think that digital video will be as important than TV programming in the next three to five years. In parallel, Yahoo released a digital video report that explores video advertising best practices.

Source: Yahoo: Creative Best Practices Video Ads report, 4/16

According to Nielsen data cited in the Yahoo report, the greatest growth in digital video consumption is coming on mobile devices, while traditional TV viewing time has declined slightly. Indeed, mobile video is one of the key growth areas in the IAB report, as well.

The IAB found that marketers and advertisers anticipate spending more than $10 billion on digital video in 2016. This was based on a survey of 360 advertisers and marketing professionals.

Source: 2016 IAB Video Ad Spend StudyDespite the importance of mobile video, data in the Yahoo report argue that cross-platform digital video ads are more effective for brands than PC or mobile-only video campaigns. This is consistent with earlier research documenting the impact of cross-device campaigns on in-store conversions.

Source: Yahoo: Creative Best Practices Video Ads report, 4/16

The Yahoo report goes on to document a number of video creative best practices. Below is an abridged summary of those recommendations:

  • Brand logos should be “large and clearly visible.”
  • Include calls to action in video ads.
  • The brand can be introduced at any point in the ad without impact on metrics.
  • Use various “ad tones” (e.g., funny, dramatic) “to drive Millennials down the purchase funnel.”
  • Ads “must be optimized for screen alignment” — Horizontal Landscape and Vertical Portrait alignments perform best.
  • 15-second native video ads “drive greater recall and purchase intent than longer video units.”
  • Use auto-start ads when it comes to native video.

The full Yahoo video report, with further discussion of these findings, is available here.

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via Digital video to become “more important than TV,” creative best practices emerging


5 SEO Tips for Video Content On Your Website

Search engines consider video content to be a marker of useful websites. To give your website the best chance at ranking well in search, you need to put more video content online. If you follow the 5 tips we’ve included below, you’ll improve your search rank and keep visitors on your website longer.

5 SEO Tips for Video Content On Your Website

1. Metadata really matters

Rich metadata is one of the best methods to increase the ranking of your video content in search. Some companies rely on the smart strategy of including long tail keywords in the metadata.

Hidden tags in the HTML code of your video landing pages are important areas to populate–Facebook OpenGraph tags, Schema.org’s microdata tags, and Twitter card tags can all boost your video content in search.

2. Videos should be easy to browse

This one provides a distinct benefit for the user and your website: Make videos easy to browse by arranging them in an indexed gallery. Not only will users be able to quickly find videos they’re interested in under the proper category and keyword, but by creating separate landing pages for each video, you’re indexing each video so search engines can more easily find and rank the content.

3. Transcriptions are SEO miracles

Transcribing a video is a sneaky-but-smart SEO move that can rank videos that aren’t currently ranking. By adding the transcription of a video, you get a chance to use text keywords to rank your video in search.

Add your video transcriptions right to the HTML of each page where your videos are hosted. Transcriptions let users read your video content if they can’t listen or have a hearing disability. At the same time, the transcription provides a keyword-rich chunk of text for search engines to crawl.

4. Host all videos on your domain

Always, and we mean always, host videos on your own domain if you’re serious about ranking video content in search.

Using Youtube or Vimeo is wonderful for social purposes, but not for hosting video content. By hosting it on their website, you’re giving all the search cred to that website instead of your own. Some companies create “teaser” videos for Youtube and then include CTAs in the video that direct the viewer to their website to view the full video.

5. Allow users to embed video content

If you’re creating good videos that bring value to your viewers and make people stick around on your website, chances are, there are lots of people who will want to embed your video content on their own websites. That’s why it’s essential that you make it easy for viewers to embed your video (resulting in inbound links to your website). We call that an SEO win! Include the code for users to embed your video easily.

via 5 SEO Tips for Video Content On Your Website

“Learn the fundamentals of the game and stick to them.
Band-Aid remedies never last.”     — Jack NicklausLegendary professional golfer

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