Utilising Video SEO to Skyrocket to a First-page Ranking

OK, let’s face it, getting a first-page Google result has become harder than ever. As Google’s search and indexing algorithms continue to evolve in complexity, Google has come to generate “blended” 

search results, displaying videos and images towards the top of the first page, whilst pushing down organic web sites (and sometimes off the first page ), that could compete for top rankings. That is why all SEO professionals are doing their best to utilise as many efficient white-hat SEO techniques as possible, and even a bit more

Did you know that video content can be an incredibly powerful tool to boost your rankings? In fact, according to a recent study by Forrester Research, properly submitted videos are 53 times more likely than traditional SEO techniques to generate an organic first page Google ranking.

Although video SEO has everything to do with traditional SEO, it has two distinct advantages, that might be in a sense described as unfair. First, trying to generate blended search results, Google and other search engines give a higher ranking to video content than other forms of Web content. Second, there is a relative lack of video content available today, and only a tiny bit of all the content available online gets properly submitted to search engines for inclusion in search indexes. And this is a real gold mine for publishers.

Submitting your Video Content

Most major search engines today allow web sites to submit video content in the form of an XML feed. However, serialisation of the feed is unique to each search engine, and you should take your time to contact the individual search engines for specific guidelines on submission, as published guidelines are often outdated or inaccurate. Some search engines may have specific guidelines on feed size and pagination. As far as an XML feed is concerned, search engines tend to give disproportionate value to the title of the video, and ignore most other metadata associated with the feed. Note that different search engines choose different thumbnails for display, and if particular thumbnails are desired, you should take care to include only those thumbnails in the feed.

OK, but when it comes to submitting your video content, many webmasters either submit the pages on which videos are displayed, forgetting to submit the videos themselves, or they submit the videos only, failing to submit the pages. To achieve the best results, you should submit a permalink sitemap that mirrors your video XML feed. Note that title tags on the permalink pages should be identical to the video title if you want to get the highest page rank scoring.

Like with traditional SEO, so it is with video SEO, if you target more specific, or longer tail search terms, you’re much more likely to get great result. Since Google is unable to look into the actual content of the video, you should consider submitting the same video multiple times with different titles that match potential search terms.

Conclusion

Video SEO is an extremely powerful tool, that should be part of the marketing arsenal of all experienced online marketers. No doubt, that discovery and indexing of video content will become more sophisticated sooner or later, and it will get much harder for web sites to achieve first-page rankings. However, as long as indexed video assets remain  massively outnumbered the number of web pages, you will have the opportunity to skyrocket to the top of Google’s search results by means of video SEO.

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