Whether you host your company videos on your brand's website or upload to YouTube will have dramatically different search results with Google. Each platform has its distinct benefits to the marketer, with distinct optimization strategies and tactics to follow in order to rank well, and maximize search visibility and conversions.
Google's diverse search landscape contains several different search algorithms, including Google Search, Google Video Search, and YouTube; each offers different ways of showing video results. This presents some hefty challenges for search marketing professionals. This two-part series on video search will present insights and tips gained from our own experiences, industry collaboration, experimentation, and reverse engineering - first on Google Search for video (here) and next time on optimizing video for YouTube.
Tip No. 1: To gain high video views, strong brand impression, and visibility online, post the video on YouTube.
Tip No. 2: In order to optimize for Google Search and achieve strong ranking on Google.com, consider a triple play - host your video on your website, on YouTube, and embed the YouTube video on your brand's website as well.
Optimizing Video for Google Search
The bottom line is this: your website will beef up its Google Search credentials with video that is of high quality, relevant to viewers and key phrases, and self-hosted.
Hosting optimized videos on your website means all organic traffic will go to www.MyBrand.com, and your site will gain inbound links and conversion. It may also return rich snippets in organic search if prepared properly with video schema and with a defined custom thumbnail (more on schema later).
Here are the key guidelines to follow for your video SEO success.
As we have shown, there are many factors involved in optimization for self-hosted video. Working with a professional SEO firm that manages video campaigns on a regular basis will ensure that your online video is being viewed, shared, and a vibrant part of your audience's Google Search.
Next time: optimizing video for YouTube.
Video image on home page via Shutterstock.
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Benjamin Spiegel is the Director of Search Operations at Catalyst Online/GroupM, a WPP Company. Catalyst is a leading search engine marketing agency with offices in Boston, New York, Seattle, Toronto, and Chicago. Benjamin defines the organic search process, creates the agency's SEO offerings, develops campaign strategies, and oversees talented teams of SEO managers and directors. Upon first joining Catalyst, Benjamin held the position of Organic Search Director where he worked with clients in a range of industries including luxury, mobile, automotive, and CPG.