Video SEO & Rich Content Intent (Part Two)
The first part of our article on the principles of video optimization for search engines addresses some of the more familiar approaches to the practice.
The role that titles, descriptions, tags, thumbnails, and annotations play is important, but there are other (arguably more complex) matters of video optimization that must be considered and addressed. Let’s begin an overview of these opportunities and what it could mean to your brand’s bottom line.
SCHEMA MARKUP FOR VIDEO: Optimizing video is about providing and maintaining an additional layer of information around the content asset. Implementing semantic markup for the video your company produced – particularly when hosted on your own domain – is a smart and sophisticated way to provide this data to Google (and Bing) and influence how your video listing might appear on the search results. Learn more about the Schema VideoObject.
VIDEO SITEMAPS: High-volume video producers have a greater propensity of showing up in search results simply by the raw number of opportunities. With hundreds or thousands of videos however, ensuring search engines know about every single one is crucial to success in your video initiative (as well as in low-volume scenarios but in a different sense). Video sitemaps are not a digital panacea (as they don’t influence search result position), but it does help as sitemaps provide a way to indicate to search engines that video content specifically is available. If they can find it, they can rank it.
CHANNEL OPTIMIZATION: It’s not just the video that will be seen by end-users, but also the channel. Optimizing the channel entails creating and showcasing content and brand assets that provide a meaningful experience for viewers. Online marketers and ‘Net professionals have control over many elements which support this endeavor, including the channel name, description, icons and digital art. Take a few minutes to see how other companies in and outside of your business vertical construct their channels for inspiration.