According to SearchEngineWatch.com, 48 hours of video footage is uploaded every minute or so. On one hand the importance of video content is paramount to a well-rounded web marketing strategy. On the other hand, if your videos aren’t optimized correctly they will get lost in the shuffle of thousands of videos on the web. So how do you get from A to B without wasting a bunch of time on terrible video SEO techniques? The answer is tied up in the same things that make any SEO strategy valuable – dynamic, relevant content.
In this post we’ll dig into what makes video content valuable to search engines, and how to move beyond indexing videos to getting your videos listed high on SERPs (search engine result pages).
The Problem with Video Indexing
Any SEO worth their salt knows how easy it is to get videos indexed on Google, as well as a host of other related search engines and directories. The real problem is that being indexed on a search engine doesn’t give you any real advantage in search engine rankings. In fact, indexing a video or a series of videos is far from a guarantee that you’ll be listed on SERPs. This is largely because search engines like Google are more concerned with relevance than simply accessing your video from an arbitrary directory.
Getting Your Videos in Google Search Results: Focus on Relevance
We all know that relevance is at the core of the SEO game. If you think about video SEO in the terms of content marketing it starts to make a bit more sense. The content you develop for your audience is largely tied to what they search for online. Video works in a very similar fashion. The most successful videos – from an SEO perspective – are only as successful as their relevance. Optimizing videos for search engines merely means that you are developing a video that is useful to target search engine users.
Cozying up to Search Engines with Relevant Video Content
So we’ve established that relevance is key to effective video SEO, but here’s a little more about how this whole thing works:
Search engines, at their core, are in the business of delivering the most relevant content possible related to a search query. The problem with video content is that search engines like Google view search query relevance as term specific. Most search engines judge relevance primarily on a matching set of search terms. The bulk of these search terms are largely educational. These search queries usually include words like, tutorial, how-to, demo, explanation, etc. For Google, these educational queries are best served through dynamic, relevant video content.
While the idea of creating search-query relevant content isn’t necessarily revolutionary, it’s an important aspect of video SEO. Building your video content strategy must be completely geared towards problem solving. Essentially, video SEOs are in the business of creating valuable video content and gearing that content towards specific questions.
So when it comes to optimizing video content for search engines: focus on relevance and problem solving, and you’ll be in good shape.