Drive Your SEO Performance with Video

Drive Your SEO Performance with Video

Using video across your website can be a great way to boost your SEO performance and give you a better shot at ranking highly with Google, but only if you do it properly. In addition to ranking highly for video and generally in the All tab, video can also help with your domain authority by driving longer engagement on your site and more back links back to your domain. So let’s talk practically about how to do this, and make sure that you’re optimizing your SEO results and not hurting your SEO by adding more video to your website. Using a platform like Vidyard or other video hosting platform, you can instead embed videos directly on your website, and this is going to give you all the domain juice related to that video content. What’s important here is that you can upload your video sitemap to the Google Search Console to make sure Google is always up to date and properly indexing your video content. First, if you’re embedding videos as a complementary part of a page, you can do the audio transcription, but just embed it in the metadata, so that Google can crawl it, but it doesn’t show up as text on the page and clutter up the information on the site. But if you have pages where you’re embedding just the video, say it’s a video blog, what you can also do is add the transcription as copy to the page. In addition to the metadata and the transcriptions, what’s also interesting to think about with video is how it can help you build domain authority. If you can drive high engagement in your video content, if somebody comes to this page, watches a video for three minutes, and stays engaged on that page, that’s going to give you higher domain authority because Google see that as an indication of high value content. These are a number of different ways in which you can leverage video content from an SEO perspective to not only drive people to watch your videos, but to boost your overall domain authority and improve the SEO of your web site across the whole thing, but you can’t do much of this with YouTube.

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Search engine optimization is all about publishing the right content on your website to ensure you rank highly for internet search queries that match your business or topics and keywords that you want to generate inbound traffic from. Using video across your website can be a great way to boost your SEO performance and give you a better shot at ranking highly with Google, but only if you do it properly.

My name is Tyler Lessard, and in this Chalk Talk, we’ll discuss the latest best practices for using video to drive your SEO performance and more inbound lead flow.

With video becoming a more important part of modern websites, it’s also becoming an important part of your SEO strategy. What’s interesting with video is it can help your SEO plans from a few different perspectives. Consider this for the moment: When somebody goes onto Google or other search engines and enters a search query, they’re presented with a few different tabs of results, which give you a few different chances at bat.

Showing Up in All the Right Places

First, is the All tab, which is going to present all the different web pages that are the a best fit for the search query. The second is a Video tab, which is going to present the videos that Google knows of online that are the best answers to that question.

Using video in the right way can actually give you a better shot at ranking highly in both of these different areas as long as you’re thinking about it in the right way. In addition to ranking highly for video and generally in the All tab, video can also help with your domain authority by driving longer engagement on your site and more back links back to your domain.

So let’s talk practically about how to do this, and make sure that you’re optimizing your SEO results and not hurting your SEO by adding more video to your website.

Video Hosting Matters for SEO

The first thing you’ll want to consider is where you’re hosting your videos. If you’re using YouTube to host your videos, and to then link to the YouTube version from your site, it’s not going to help your website’s SEO at all. Anybody searching for something related to that video are going to be directed to YouTube and not to your domain.

Using a platform like Vidyard or other video hosting platform, you can instead embed videos directly on your website, and this is going to give you all the domain juice related to that video content. Once you start doing that, there’s a few things you’ll want to consider each time you publish a new video.

The first very important step is the metadata you want to add to your web page. Every time you add a video to an HTML page, you’ll want to go in and update it with the Video Object schema type and add in the different tags related to that video. This is what tells Google and other search engines that there’s a video on this page and the related information about it.

The title, the description, the length, and so on is going to give Google the information it needs to understand that content and give you a shot at ranking in the Video tab. Once you have multiple videos on your site, you’re going to want to create an XML document called the video sitemap. The video site map gives Google complete information about all the…

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