Videos and images are becoming increasingly important for online marketing. Companies utilizing video, graphics and images generate more leads, more revenue and enjoy a better brand awareness than those engaging in all other forms of marketing. When it comes to page optimisation there are a few tips and tricks that you need to be aware of if you want to start using visual media effectively in your online marketing.
Facebook, Twitter, and YouTube are great places for customers to their get eyes on your content, but people aren’t necessarily in ‘buy mode’ when they’re scrolling through social media.
The majority of people turn to search when researching business decisions or purchases. This is why it’s imperative to use your visual content directly on your website, not just on your social media channels. But, to reap the benefits of visuals in your online marketing, you need to make sure all of your content is well optimized for search engines.
Follow the best practices below from Pathwwway White Label for images and video SEO and you’ll enjoy more visibility in search results and ultimately get more sales by driving more organic traffic to your website.
How Does Google Rank Images and Videos?
Not surprisingly Google ranks videos and images using the same ranking factors as written content. The elements that affect your ranking are content quality and number of backlinks. When using videos and images on your site the tasks for page optimisation are similar (but not identical) to those for written content.
The Most Important SEO Ranking Factors
As mentioned above, visual content is held to the same standards as written content in search results.
Videos and images need to be of a high quality, Google judges the quality of the content by noticing how engaged people are with the video or imagery. For example, if people only watch a few seconds of a video you’ve optimized and then leave your website, your engagement scores will fall. From this Google will either determine that your video is either irrelevant to the visitors query or low-quality. All of your content from written to visual should cater to the user’s intention, provide value to them, and have a high production value. Images should be in focus and videos should have clear audio.
Once you’ve created high-quality, engaging videos, images or other graphics, upload them to your site and follow our tips to improve your search ranking and make sure your visual media stands out from the crowd.
1. Optimize Metadata
Metadata for visual media is just as important as in general search results. Metadata is the titles and descriptions that are displayed in image and video searches.
If you don’t create metadata for your images and videos Google will find something to display for you. The lesson is that if you want to take full advantage of the metadata you need to make sure that you write your own. When you apply effective metadata to the visual elements of your website you’ll drive more views and rank higher in search engine results.
The best results of this page optimisation technique come when titles and descriptions are:
- Compelling to encourage click-throughs.
- Relevant and applicable to the content.
- Include keywords that match user intent.
- Feature titles that are 55 characters or less.
- Use meta descriptions that are 155 characters or less.
For video optimisation remember that search engines also display a thumbnail for video results. Choosing the right thumbnail to go along with your video is crucial. Most video processing websites, like YouTube or WordPress will generate a thumbnail from the video itself. The intention of your thumbnail is to attract attention, inspire interest and illustrate video content, to really utilise thumbnails you should create a custom image rather than using the generic image chosen for you.
2. Do your research
In your Pathwwway White Label web marketing strategy you should pick out key themes around your niche area and conduct research on the most relevant keywords. You should then create your content around the Keywords that are associated with your niche and the content type, this is vital for your page optimisation.
As part of your research you should find out whether internet users prefer video or image content for that search query. This is an easy piece of research to conduct, simply search your query in a search engine, for example “Online Marketing”. If video links appear on the first page of results, it shows that users are interested in video content for that query.
Before you start creating any piece of content search your keywords again and take a look the top images and videos that show up in search results. Your aim is to create visual content that is either higher quality or more comprehensive than those that rank highly for relevant keywords.
Google will classify your content as higher quality when you follow best practices. Remember to always add transcripts to videos in order to optimize display in results pages. You should also always add metadata, schema markup, and sitemaps when uploading videos to your website. Completing these small tasks will allow your content to rise to the top of search results enabling them to become more visible online.
3. Always Transcribe Video Content
Video is becoming an increasingly popular way to generate interest in your business, a great way to really utilise SEO techniques is to always provide transcripts online.
Video transcriptions of course can also be optimized for search in the same way as any other text-based site content. When transcribing video content, there are two approaches you can take. You can provide a full, word-for-word transcription or you can provide text highlights of your video. Full transcripts have better SEO opportunities, while highlights for longer videos have the benefit of encouraging more views by teasing readers with compelling content.
Having both a video and the transcription on a single webpage gives you two benefits. Firstly it caters to different reader preferences – transcriptions provide a great user experience because some people prefer reading over watching videos. Secondly with the additional written content on the page it will make your video content more likely to appear in general Google searches.
Like the other tips we’ve offered, having a transcription for videos is a vital tool for page optimisation.