In recent years marketers in the blue economy have rapidly embraced video as an integral piece of innovative and influential campaigns. Before the pandemic, video reigned supreme as the number one form of media used in content strategy (Hubspot Research, Global Survey 2019).

Primary forms of media used in content strategy in 2019. Photo: HubSpot Research Global Survey; Nov - Dec 2019

In the post-pandemic era, this trend shows no signs of slowing down with 86% of businesses using video as a marketing tool (Wyzowl 2021).

But with over 720,000 hours of video content uploaded to the internet daily (yes, daily), getting your video content to rise above the noise can seem daunting.

That’s where video search engine optimisation, or vSEO, comes into play.

What is video SEO?

vSEO is the method and process of optimizing your video content so that it commands a higher ranking on search engine results pages (SERPs). The goal of a successful video SEO strategy is to increase traffic to your website organically via link building, ultimately boosting your conversions.

Marketers experienced in search optimisation will notice that vSEO strategy is built on similar foundations. Nonetheless, there are still a few key aspects that marketers may miss when optimising video content for search.

Metadata matters

Metadata are unseen HTML elements meant to communicate and clarify information about a website and its content to search engines. Most “normal” SEO strategies will focus on incorporating chosen keywords into meta-tags such as content type, title, and viewport. When search engines crawl web pages, these elements are interpreted based on relevancy to search queries based on specific keywords.

Since search engines don’t understand how to interpret moving images (yet), they need a little more help from us when ranking video search results. For vSEO, there are effectively two categories of metadata considered - source metadata and added metadata.

Source metadata includes technical aspects like time of recording, file type, or camera settings, and are usually added automatically when shooting or editing.

Added metadata refers to any information that you’ve added to help describe the content. Basic types of added metadata used in vSEO include traditional tags like the video’s title and description. Savvy video marketers may incorporate more advanced elements in their vSEO strategy by enabling specific video features such as video previews, key moments, or live badges.

For this beginner’s guide, we’re going to focus on the basics of added metadata.

4 Key Elements for Video SEO

  • Title - For your title tags, you’ll want to follow the same basic guidelines for non-video content. Position your essential keywords upfront, and condense your title to 50-60 characters maximum.
  • Description - Your video’s description is arguably the most important element in vSEO. Serving a dual function, the description tells machines how to rank the video and gives humans a clear preview of what they’ll experience with your content. To please the robots, aim to include your important keywords and strings in the first 48 characters. Typically only the first three lines will be visible within the results, so you’ll want to make these the catchiest lines to lure in viewers.
  • Tags - Seemingly unimportant, selecting proper YouTube or social tags for your video content will score you points with the robots. Your video SEO’s tagging strategy should incorporate a mixture of general tags that can be applied to any of your branded content, and specific tags to describe individual pieces of content.
  • Transcript - An element often overlooked when uploading and marketing video content, a video transcript includes all audio from the video in text format. Embedding a transcript in your video’s metadata helps boost your rankings, and helps enable subtitles and screen-readers to make your content more accessible.
ABOUT TRADEWINDS CONTENT STUDIO

TradeWinds Content Studio and its partner brands help industry professionals nurture and influence audiences across the shipping, seafood and energy sectors in creative, innovative ways.

Whether you’re looking to supercharge your video SEO rankings — or overhaul your entire content strategy — TradeWinds Content Studio can help.

Visit our site to learn more about how we help visionary marketers craft content that rises above the noise or send us an email.