Videos are becoming more significant in B2B marketing and for any matter in general. Companies with dedicated video marketing strategies generate more leads, earn more revenue, and have more brand recognition than those who use all other kinds of marketing combined. Prospects aren’t always in work- or buy-mode as they scroll through Facebook, Twitter, and YouTube, which are wonderful venues to gain views on your video content. It is known, however, that 90% of B2B decision-makers conduct business research via search. To get the benefits of video marketing, your videos must be search engine optimised. Following a few video SEO best practices will result in more visible video search results as well as more organic traffic (and qualified leads) to your video content.

Transcribe Video Content

As a videographer, including both a video and a transcription on the same page has two advantages: it accommodates varied reader preferences and increases the likelihood of video content appearing in general Google searches. Video transcriptions, like any other text-based site content, may be optimised for search. While this appears to violate duplicate content regulations, transcriptions really improve user experience by catering to various learning methods. Some visitors may prefer videos, while others may prefer to read. In fact, while making business choices, 85% of company leaders prefer reading over viewing films. Full transcripts offer more SEO options for engagement, however highlights are ideal for lengthier films and can drive additional views by teasing readers with fascinating topics that are explored in greater depth in the video. Finally, utilise the technique that your audience prefers: you may poll them or conduct A/B testing to discover which approach generates the type of interaction you seek.

Optimise Video File Metadata

Titles and descriptions appear in video searches in the same way as they do in normal search results. While search engines will find something to display if this data is not given, if this information is optimised, you will generate more visitors and rank better in results. Certain characteristics are required for video titles and descriptions to increase your reach. These characteristics include being captivating to increase click-throughs, being relevant and pertinent to the content, using keywords that match user intent, employing titles of 55 characters or fewer, and meta descriptions of 155 characters or less. Additionally, for video results, many search engines provide a thumbnail. Thumbnails are as important to videos as photographs are to blog posts—selecting the proper thumbnail is critical. While most video editing software will choose a thumbnail from a single screen of the movie, you should develop a bespoke thumbnail that displays video content, draws attention, and generates curiosity.

Implement Schema Markup

While some people utilise Google’s video search option, many simply use the regular search tool. Use schema markup (semantic vocabulary) to give the information search engines require to help videos stand out in general search results. General search results will show in the same way as video search results, including a video thumbnail and length. Each video should include schema markup for the title, description, thumbnail, and either embed- or content-URL. You should also give the video’s duration, upload date, and height and width specifications. Google provides a website outlining exactly what it expects from schema markup for videos, and there are various tools that may be used to check schema markup.

Video Sitemap

While Google’s crawlers will find videos on your site, you may improve video discovery by generating a video sitemap and uploading it to Google Search Console. It is recommended that you make a new video sitemap, or add video entries to an existing one. Entries in a video sitemap must have the different kinds of information that include a video title, a description, a play page URL, a thumbnail, and a raw video file URL. Optional data can be supplied as well, including video duration, rating, view count, category, and live status. While the optional elements are not required in a video sitemap, they do give additional information that Google may utilise to correctly index video files.

Keywords

The easiest approach to find out if consumers prefer video content for specific queries is to do focused keyword searches. If video results appear on the first page of results, it means that viewers are usually happy with the video content for that query. For instance, a Google search for “Twitter lesson” yields a YouTube video at position two, right behind the official Twitter help website. Prioritize video creation for keywords that appear in video results in general search, and make videos that are of higher quality or more comprehensive than those that are currently ranking for relevant keywords.

In search results, video material is subject to the same requirements as text information: it must be of good quality. Optimizing fluff movies is a waste of effort since engagement criteria, like general content, are vital. If consumers just watch a few seconds of your video before leaving, your engagement ratings may plummet, and Google may conclude that your video is either unrelated to the query or of poor quality. Video content should be tailored to user intent, valuable to viewers, and of high production value. That doesn’t mean you have to spend a fortune on performers or create animations that would make Pixar envious, but it does mean that videos should be in focus, audio should be clear, and extraneous segments should be trimmed out. You must upload high-quality, interesting videos to your site, add transcripts, and optimise display in search results using metadata, schema markup, and sitemaps. Completing these activities will increase the visibility and ranking of video marketing material in search results.