Video search engine optimisation is a practical solution for online stores which can attract additional interest to their product range, increase sales and improve average time spent on site.
According to the recent Lemonlight statistics, 62% of consumers watch product review videos before making a purchase. Moreover, over 97% of brands admitted that videos helped them enhance user understanding of a product or service. If your store has already captured a set of videos, let’s take a look at how to improve their ranking on Google and receive additional traffic to your website.
What Is Video Marketing In SEO?
Video search marketing involves the optimisation of moving visual content with the help of keywords and backlinks in order to get a higher rank in the search results. Since each search system has its unique algorithms, the approaches to improving a page position are different as well. Thus, the rules and guidelines for optimising a video for Google won’t work for YouTube and so on.
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What Videos Can Increase Ecommerce Conversion Rate?
Creating a video content marketing strategy for your online store, you should analyse what type of content your existing and potential customers search for. You can do this with the help of such tools as Google Trends, Google Keyword Planner, Answer the Public, and so on. Do not be afraid to browse your products on YouTube since its search results demonstrate consumer’s interests and can give you a cue for style or content. Remember that the focus should be on the segment you work in and the products your offer.
Organise and allocate the content you are planning to publish. For example, you can create an item review or capture a video with the unboxing process and add this to the product page. We would recommend you to begin with the best sellers.
Another option is to advise people how they should care for the product they purchased on your website, or add the installation guides.
In turn, you can compare two or three different products at the same or similar price, and publish this record on your blog with a transcription, killing two birds with one stone.
Factors Affecting Google Video Ranking
The primary benefit of ranking your videos on Google as against YouTube is that this search engine indexes content uploaded directly on your website (i.e.server). Thus, your content which, for instance, may contain a copyrighted music fragment can also appear at the top of the search results.
So, when indexing a video, Google crawlers pay attention to:
- How relevant your keywords in the title and description are;
- What is your backlink scores:
- Amount of your incoming links;
- Amount of unique domains linked your site;
- Unique IP hosting referring domains;
- How your page is optimised;
- What is your domain authority.
Sure, you can upload and optimise your product or observing videos on YouTube or Vimeo, but these have other ranking factors which we will describe in our next article.
How To Create an SEO-friendly Video Title and Description?
When analysing what titles ecommerce videos rank at the ten first positions on Google, we noticed that most of these have the following title structure:
- How to [keyword]
- [keyword] tutorial
- [Product model] review
- [Product type] [Brand name]
It’s worth noting that if you add a brand name, the share of videos from a company’s website exceeds the share of videos from YouTube. In other cases, YouTube wins.
You shouldn’t create a long description of your video search engine optimisation. Most content that reaches the first Google pages has on average 50 words. The description must be brief and informative.
What Else Can Be Decisive For High Position on SERP?
There are several other factors which will help your record be ranked at the top of Google search results pages.
- Closed Captioning
- Video captioning is one of the other efficient factors for a good ranking. The fact of the matter is that closed captions display from a text file, indexed by search engines. According to the Discovery Digital Networks, videos with subtitles have by 7.32% more views on average.
- Video Submission
- Video submission is an excellent solution for receiving effective and quality backlinks which are essential for Google crawlers. Upload your video content on other popular platforms such as Dailymotion, Veoh or Flickr to strengthen your SEO strategy, since Google considers external links when indexing your video.
- Video thumbnails
- We cannot assert that thumbnail images effect on Google indexing directly; however, these immensely influence the consumer’s intent to open your video in place of others. Try to choose and design your cover pic so that it describes the content and attracts users attention.
Video search engine optimisation is an essential part of the overall SEO strategy for every ecommerce business which creates and publishes visual moving content on their website. This is an additional solution for receiving organic traffic.
Depending on the site specifics and the preferences of your target audience, you can create and implement different types of video into your overall content strategy. This can be product overviews, care instructions of answers to frequently asked questions.
When indexing videos, Google focuses on keyword relevancy the most. It also pays attention to backlink scores, on-page optimisation, and domain authority. To allow the crawler to better scan your video content, include keywords in the title, create a short description, make a transcription, and add closed captioning. Do not try to make your records long. People prefer precise videos that demonstrate the things they cannot get from your text description or photos.