Fundamentals of Video SEO Rachael Dines Director – Shake It Up Creative Ltd
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Fundamentals of Video SEO
Rachael DinesDirector – Shake It Up Creative
Ltd
The hours people spend watching videos on
YouTube, year-on-year
Video – it’s serious
60%
How video aids marketing & SEO
• Videos rank; blended search results• A video search result has a 41% higher CTR than plain
text• On-site video increases dwell time by avg 2 minutes• Video; easily digested, useful, leads to more links
“If a picture is worth a thousand words, and video shoots at 30 frames per second, then a 60-second video really does contain the equivalent of 1.8 million words!”
Dr. James McQuivey, Forrester Study
Better SERPSBetter CTRLower BounceMore Backlinks
Finding the goal
Choose the right type of video:Tutorial, webinar, product demo, humorous how-to?
Example goals:
Increase site visitors by 1000 within six monthsDouble my database within six months
Take £500 more in revenue per month within six months
I want to relax/laugh/wat
ch crazy catsI need to find
an answer
Why people watch
videos / visit
Search engine happiness
The search engines like:
• Video content optimised with video keywords
• A title at least 5 words long, keyword at the beginning
• A video hosted on your own domain in addition to sharing sites
• An optimised description• Keyword within the video’s filename• Transcripts• Schema.org meta data
Keywords & Tagging
Tags aren’t the most important thing
Include related keywords, remember, spiders can’t watch videos
Select an appropriate category
Helps you get here…
Auto-transcripts
And, a site map
You need the RAW video player link - where the original video file is locatedCheck out https://moz.com/blog/video-sitemap-guide-for-vimeo-and-youtube
UX metrics
YouTube determines the quality of your video by:
• Video retention• Comments• Shares• Thumbs up/down• Subscribes• Add to playlist
Schema.org
• Improves rich snippets
• Use the schema.org/VideoObject type to describe videos
• Ensure that video and markup is visible
without executing any JavaScript or Flash
• Add the markup properties directly to the HTML of the page with your video/s on
• Test it at: https://developers.google.com/structured-data/testing-tool/
Schema.org
Marketing tips
Keep videos professional but friendly
Promote promote promote!...
Using the word "video" in an email subject line boosts open rates by a whopping 19% (HighQ / Hubspot)
Ask viewers to share, subscribe, comment, vote
More real views=higher rankings
OneLoad distribution – 20 different platforms, analytics
Thank you
@MarPro_UK
@ShakeItCreative
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