Summary – Video Script
Video is a powerful tool for getting ideas across, whether it’s for entertainment or learning a new point it can work better than written text. Couple a video with active social channels and your reach is increased via social sharing and the increased likelihood of the video being included in personalised search results.
Video also works independently of social channels. Blended Search (also known as Universal Search) refers to returning images, videos, maps and blogs in the search results. Although it was introduced in 2007 by Google, SEO tasks specific to video only started to come into its own in 2010, by then YouTube were seeing about 2 billion views a day and videos were regularly appearing on page 1 of the search results.
A properly optimised video can provide a better chance of reaching page 1 of the search results compared to the same information in a text format. Only certain keyword searched will trigger a video blended search so it’s important to factor this into the keyword research exercise. How to guides, walkthrough etc are usually the types of triggers but you need to check this then optimise for strong keywords likely to trigger the blend. For these types a video can then give you a real edge when it comes to rankings.
Look at the results for “digital marketing strategy”; the video has made it to the third position in the search results beneath the adverts. We carried out both page and video optimisation last year which has resulted in the article staying on page 1.
Search engines try to index video content but rather than crawling through the video content (which isn’t as easy as text to process), they use the meta information that has been provided for the video. These include the:
- Video filename
- Video title
Once the video has been indexed it will be displayed in search results as a thumbnail for specific keywords.
The key meta information that is entered here are the keywords, ideally specific and focused on one or two phrases that the video is intended to rank for, ideally using keywords that will trigger video blended search results.
Depending on the goals set for the video, it may be more suited to staying hosted on a video channel or embedded within the client website and the website’s video sitemap used to ensure search engines link back to the website rather than the video channel. Syndication across multiple video sites can increase the reach of the video and it can potentially be optimised for different keywords in different video sites.
The use of captions and transcripts provides accessibility for those not able to listen to the sound and improve search optimisation through the content relevant text.
As with all content, it is important to review the performance of the videos through the relevant tools e.g. your social channels, video channel, and Google Analytics.