A Complete Guide to Video SEO in 2022
Video is all the rage, video is on the rise, and it seems like everyone has something (good) to say about video. “Video this, video that, video killed the radio star…” - there are a lot of statistics that show why video is occupying such a central place in the marketing stage. Let's look at just three as an appetizer:
In 2019, the average internet user spent 6:48 hours a week watching online videos.
99% of people who use video for marketing say they will continue to use video in 2020 .
Video is expected to account for 82% of internet traffic by 2022.
When marketers talk about video, it is usually in the context of social media or paid video advertising. But there is another extremely important channel where video is slowly but surely taking center stage: organic search.
How prominent are the videos on the SERPs?
As mentioned above, marketers tend to neglect organic search in the context of video, so there is no real research to shed light on how prominent videos are in searches. A 2018 Searchmetrics study indicated that at least one video integration is shown for 23% of mobile search results. Here are some comparisons: Moz rates ~ 26% (March 2020),
SEMrush ~ 11%, Rankranger ~ 16% (Video Carousel only), Searchmetrics 60-65%.
The variation in these evaluations can be traced back to the way they define a video's result (more on the types of video results coming up), the number of keywords they analyze in their database, and how they calculate the front desk. to the mobile.
What types of organic video results are there?
There are three main types of video results:
Video Thumbnail (aka Basic Appearance) - A "normal" search result that presents a thumbnail image and a link. This result does not show enhanced features such as video preview or content analysis.
Video carousel (improved appearance) - Video carousels are numerous videos grouped together in a row (desktop) or column (yes, not exactly a carousel, but it is the same type of result).
Featured Video (Appearance Enhanced): A Featured Video is a video that ranks at the top of the SERP (position zero, so to speak). Like a featured snippet, this type of video result typically returns an answer to a question with a link to the source, primarily YouTube.
What keywords trigger video results?
Google is about responding to the intention of the search engine in the best possible way. For a query to return one of the types of video results mentioned above, the query must reflect the intention of the search engine to view a video. That is, most search engines would happily participate in a video on the subject.
The best way to address this question is by conducting extensive video keyword research. There are two ways to do this: YouTube keyword research or checking which keywords will trigger a video SERP. The former is awesome for promoting a video on YouTube, but it won't work in silo. The reason is that high volume YouTube keywords won't necessarily trigger videos in search results.
The best way to do this is to use YouTube keyword research just to understand how people search for videos and do your research on a tool that provides information about the appearance of the video in SERP, such as Moz or the magic keyword tool. by SEMrush. . Just set your "Advanced Filter> SERP Features> Video" to find keywords that trigger video results.
SEMrush, magic keyword tool
How to optimize your videos for maximum visibility?
Upload your video to YouTube: Regardless of the video service you use to upload your video to your website, it is always a smart decision to upload it to YouTube as well, for three main reasons:
Increased organic visibility: YouTube has a 92% share of video results on Google.
Overall, 83% of consumers around the world prefer YouTube to view video content.
Analysis provided in the creators studio.
Deploy video to designated site page: DO NOT use YouTube's built-in embed feature using <iframe>. This feature is not only costly in terms of performance, but search engine bots cannot detect the <iframe>. Instead, use the <video>, <embed>, or <object> tags.
Provide a great thumbnail image - You can do this by adding the poster attribute to your <video> tag. Preferably use an image with an aspect ratio of 16: 9 min. 1200 px wide (1920 × 1080 works great). Remember, the thumbnail is your first impression on the viewer.
Supplement the page containing the video with text-based content - the amount of content depends on the topic. A good rule of thumb is to create enough text-based content that a visually impaired person can understand what's in the video through a screen reader. Another way to do it is to add transcription.
Transcribe your video: Transcribing a video takes a bit of time, but it is not a complicated process and the ROI is high on the bright side. If you want to rely on YouTube's automatic captions, great! Just make sure to edit them. There are ways to do it yourself and there are third party services, depending on your resources. Just make sure to upload the transcript file to YouTube.
Add structured data (Schema.org VideoObject) - Structured data is a code snippet in JSON format that provides information to Google about your video. Using structured data helps not only to rank your video better, but also differentiates between basic appearance and enhanced appearance in SERPs. You can easily generate this code snippet here. You must paste this snippet in the source code of the page that contains the video. After deployment, be sure to verify it with the structured data testing tool.
Timestamp Links - This is a relatively new feature and is by far underused. Timestamp links can be created on YouTube by adding timestamps in the video description. Or by defining those that use the clip property in their outline markup (see above).
How to measure the organic impact of your video?
Google recently added a video report to the search console, where you can see the performance of your site's videos. This can be found in the search appearance tab in the performance report.
To check your video performance on YouTube, use the analytics report found in your YouTube creator studio. It is possible to connect YouTube to Google Analytics, so you can also split and slice your data.