Taking Video SEO to the Next Level

Posted on 31. May, 2012 by in Digital Marketing

Online video is one of the best and most accessible forms of digital content for appealing to a mass audience. Whether it’s a “how-to” vidcast series or a 30 second viral advert, each video uploaded to YouTube and competitors like Vimeo and Dailymotion are powerful little seeds of information that can help boost SEO link building, social media and online PR campaigns…

Today I will be blogging about the use of video in MSS (Multi Signal Search) and about how here in Edinburgh, we’re going from concept to implementation to make the most of video for the here and now as well as for the future…

The value of video in SEO
When it comes to using video for SEO, we have some obvious assumptions of how video would work in video hosting, content curation and digital story telling but the SEO applications aren’t always as clear.

Below is a quick video interview with Andrew Girdwood, Media Innovations Director at LBi bigmouthmedia. Andrew has strong opinions on ‘what Goggle may or may not like’ and has been known to indulge in speculative chat on how to make content more searchable that can last for hours and hours and hours…

However, in this quick lunchtime interview, Girdy covered three talking points surrounding the use of video in Search: the value of video in SEO; the use of transcripts in YouTube videos and how to grow an audience along with his view on when and how brands should be using video as part of their core SEO activity.

Current MSS video optimisation and usage

Late last year I looked into the value of video transcripts for captioning on YouTube. YouTube had recently launched their beta captions programme and given the fact that the automatic captioning left something to be desired, it seemed like a great opportunity to improve overall video quality by physically uploading transcripts during video optimisation. This would result in videos being re-crawled by search engines and recognising the freshly optimised, keyword rich transcript, making videos more accessible to all audiences.

The process I developed was quite straightforward:

  1. Type up a transcript to a video that needed increased visibility or was part of a keyword-driven campaign
  2. Utilise the tag function
  3. Add annotations as social prompts to encourage viewers to ‘like’ and ‘share’ the video and provide a link to a website for more information from the producer of the video.

Once optimised, using it the video in multi signal search activity not only helps bring web users to the piece but gains more views for the video and leads to the natural generation of search quality signals.

In short, that’s transcribing for quality and indexing purposes, social prompting for shares and voting and back linking followed by rich content curation and social promotion. Improvements to the video’s quality and accessibility should result in higher visibility, while new calls to action are designed to encourage natural sharing and embeds .

But let’s not get too carried away; as Andrew made clear in our video interview, we can only speculate on the precise value of video to Google and other search engines at this stage.

However, we can be confident that advanced video optimisation will improve its performance in universal search, as well as conforming to best practices for accessibility on the web. Here’s to taking video in SEO to the next level…

What do you think about video in an SEO world? Tell us in the comment section below. If you want to find out more about what is ticking away in the company then connect with us on our LBi Linkedin Page .

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