Video Search Engine Optimisation (VSEO)

Here's a rough guide to getting your video indexed.

1. Make sure Google knows about your video

Search engines rely on title and other meta-data to determine what content your video actually contains.

With static web content, Google and other search engines utilise crawlers to discover and index pages and text. Unfortunately, they can't read Flash very well and as a result, most video content is invisible to search crawlers.

Therefore, the best way to get your video into Google's search results is to submit a Video Sitemap This is similar to an XML sitemap except it's formatted specifically for video, and contains information about your video content - the page it appears on, the path to the player, duration, thumbnail file and tags. It is submitted using Google's Webmaster Tools.

2. Make sure your video content can be found

We also recommed using a <noscript> tag in tandem with your video embed code to held Google find the content on the page.

If you're using javascript actions to load your videos, Google won't see it. Making sure that search engine crawlers recognise a video is on the page is essential. Using a <noscript> tag on the page lets you put in an <object> code. This also gives you an additional opportunity to tag the content with relevant terms - for instance a transcript of the video or just a simple description. Once you've done this use the 'Fetch as Googlebot' function in Webmaster Tools to see the page as crawlers will.

3. Keep it contextual

When ranking videos, Google primarily considers the match between search keywords and the video title.

Google also allows you to submit other meta-data such as description and keywords. For the best results we make sure that the title of the page matches the title of the video. This results in a higher ranking in results.

4. The 'Long Tail' argument

Like traditional SEO, you're much more likely to see results with Video SEO if you target more specific, or longer tail, search terms.

A video titled "Restaurant" is unlikely to produce a first-page ranking, while a video titled "Indian Restaurant, Marylebone, London" will be more likely to score well.

5. What about video sharing?

Submitting your video to YouTube can be a two-edged sword...

NextShoot can automatically submit your content to YouTube, Vimeo, Metacafe, Facebook etc etc but what are the consequences? If you submit the same content you have on your site to these huge and immensely popular sites the odds are they'll beat you in the search rankings.

If you just want to get your message out there then that's ok. But if you want to drive clicks to your site is it that helpful? Particularly when your video will probably appear alongside related content potentially from competitors.

We recommend that you do take advantage of the reach of these sites to get your video seen but offer the would-be customer more information and related videos on your site and make sure it's all tagged correctly. You may even surf to the top of the listings on the back of YouTube's popularity...

6. Video, video and more video

Again, like traditional SEO, your rankings will improve if you have a sensible and accessible link architecture in place.

When your page and corresponding video are indexed cross-link to related indexed content - this creates an internal matrix of links and original material which search engines love.

With traditional SEO, the number of pages on the site, and the number of links to the site, along with the importance of the places those links originate and the age of a website is an important consideration for Google
In Video SEO, none of this matters. New sites and smaller businesses can still benefit from Video SEO opportunities.

Case Studies

NextShoot as an organisation is able to offer clients the necessary skills to manage large, long-term and complex projects. We have genuine end to end life cycle experience of major production projects and, above all, the desire to produce work of an outstanding quality for our clients. Below you'll find details of some of our recent and more notable projects.

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