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How to Maximize Your Reach With Video SEO

by Marcus Sheridan  |  
February 27, 2018
  |  2,636 views

Right now, video marketing is one of the most critical components of B2B marketing strategy. Unfortunately, many brands still don't buy into the medium—and the ones that do produce video frequently ignore their video SEO, leaving their content unseen by decision-makers.

No matter how high-quality or on-message the video content is, proper video SEO makes a difference—and sometimes a huge difference. To see the most ROI from your video campaigns, apply SEO principles to extend your content's reach—and its potential for organic long-term traffic.

What does video SEO entail?

Think of SEO as a way to put names to faces. Search engines can't see the words spoken in videos—at least, not yet—or understand the context without a bit of assistance. To help viewers find their videos, B2B marketers must maximize the use of text.

The easiest way to do that is to place both video and transcript on one page. That approach serves multiple purposes:


The inclusion of relevant text that lets search engines also "watch" the video, allowing them to index the content.

Also, many executive decision-makers prefer reading to watching video. B2B marketers can cater to both audiences while maintaining the appeal of a visual element on the page.

Those guidelines apply to self-hosted videos, but hosting videos on other sites (especially YouTube) is also a critical component of successful video SEO. YouTube remains the king of video content, and the search rankings of any video that is not present on the platform will certainly suffer.


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Marcus Sheridan is founder of The Sales Lion and author of They Ask, You Answer. He has been dubbed a "web marketing guru" by The New York Times.

LinkedIn: Marcus Sheridan

Twitter: @TheSalesLion

 

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  • by Geri Tue Feb 27, 2018 via web

    Putting a transcript next to the video doesn't work well on our websites. Would captioning work for search? Can search engines read captions? Thanks.

  • by Nicole Tue Feb 27, 2018 via web

    Thanks for this article. The advice about social media and a/b testing is helpful.

    Since you mentioned both Backlinko and transcripts, I had a question. In a recent Backlinko video, Brian Dean mentioned that YouTube knows the words said in videos. This means that if the keywords you use in the title, tags and descriptions aren't said in the actual video, it won't help boost your ranking. Is this true? If so, why should you still do transcripts/close captioning? Is it helpful just for your own website or also helpful for YouTube.

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