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Keyword optimisation

If you’re creating video with traffic and lead generation in mind (and intend to host on your site or YouTube), then it’s important to have a clear idea of the keywords you’re targeting – the types of words and phrases your customers will be searching for at various stages of the buying cycle. Once you’ve selected your keywords, check what the search engine results pages look like – do they contain video results for the keywords you’re keen on targeting? If they don’t then you can forget about organic search for your video and instead focus solely on YouTube.

Optimise the video

Once you’ve selected your keywords you then need to write a script designed to rank for the keywords and their synonyms. Optimise your video’s title and description and upload a compelling thumbnail. Then create a video transcript. This will be crawled by search engines so its super important that your keywords are naturally woven into it (it’s why we always factor SEO into the video scripting process).

Create a landing page

Google only requires two pieces of information to expose your video in search results: a thumbnail image and a link to the actual video file. Create a dedicated landing page on your website for your video, upload it, and optimise the landing page meta data for your target keywords. Make sure the video you want to rank in the search results appears first on the page. And ensure that the page doesn’t require complex user actions to load, or Google might not find it. Finally, make sure you’re using an inline embed (a way of inserting video content into the code of a page).

Create the structured data

Structured data is data you add to a webpage to highlight certain elements to search engines e.g. you could use it to mark up a review or a company’s name, address and phone number. You can also use structured data to mark-up a video, which is a great way of ensuring search engines properly understand your video content. Once created and uploaded to the page, you can test it’s working properly with Google’s Structured Data Testing Tool.

Landing page content

While you could leave your video to sit on the landing page all by itself, to increase your video’s chances of ranking you should add some unique, high quality content to the page. That content should be optimised for your target keywords and reference the video e.g. if the video is about dog grooming, the text on the page would repeatedly refer to the video: “…and don’t forget to check out the video above on dog grooming…”

Indexing

Once you’ve created the best landing page possible you need to submit the page for indexing in your Google Search Console account. No idea what one of those is? No worries, we’ve got you covered! You could also add the video to your video sitemap (if you have one – not essential though). Most importantly you need to make sure search engines can reach the landing page the video resides on, so don’t accidentally block them from crawling it.

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Our video SEO services ensure videos aren’t just pleasing on the eye, but drive traffic and leads too. If you want your video content to support your sales funnel, then drop us a line today.

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