In a recent post we explored how to upload your video comms to YouTube – and why you should – this time I’ll be sharing why you should embed video from YouTube onto your website.
Apart from the obvious benefit of having some visually engaging content on your website, it is also important from an SEO perspective.
Why Embed Your YouTube Video Comms?
No doubt you will have seen how YouTube videos feature highly in search results pages (SERPs), that’s because they’re indexed by Google and often rank higher on SERPs than webpages. The Google algorithm is constantly looking for signs that content is relevant for a particular search term (keyword or long-tail keyword / phrase). One of the indicators of relevance is the number of times a video on YouTube has been watched.
Getting your YouTube video to rank on the first page of a keyword’s SERPs is not just a question of uploading to YouTube and optimising for SEO (we shared how to do this in the previous post), it’s also about giving your video a boost in traffic that gets it noticed by the Google algorithm.
Therefore, once you’ve uploaded and published your video you should do all you can to increase the view tally on your content. Anyone who watches your video on YouTube will increase the overall views your video receives, so a first step would be to get everyone within your organisation to watch the clip and push that view count up.
But viewers do not have to be on the YouTube site to count towards your overall tally. They can watch the clip elsewhere, for example on Facebook, and still increase your views. The same is true of YouTube videos that are embedded on your website, and there are SEO advantages for doing this.
How Text Helps Your Video’s SEO
Video naturally doesn’t contain any actual text. It may have captions and subtitles but there’s nothing contained in your video file that search engines can scan for keywords. Therefore you need to provide those keywords by optimising your video clip. When you upload your video to YouTube this can be done in the following ways:
- Title: using a popular / relevant keyword in your video titles,
- Description: including keywords and search terms in the description field,
- Tags: using popular keywords to help YouTube / Google identify what your content is about,
- Transcript: by uploading a transcript of your video content you can provide more searchable keywords.
However, opportunities for optimising the video are still limited to the fields available on the YouTube platform. This is why embedding the clip into a page or blog post on your website is so important: that page can contain text to help search engines get a clearer idea of what your video is about.
First you’ll need to grab the embed code off YouTube. This can be found by clicking on the ‘share’ tab underneath the video.
The embed code can be tailored to fit your webpage by clicking on ‘show more’, this gives you the opportunity to choice the optimum width for the video clip so it looks good on your website.
Once you’ve inserted the embed code into your webpage or blog post, you have a couple of options to optimise it further. If you have a video transcript available you could include this underneath your video embed. Alternatively, you can write a specific introduction to your video, explaining what it is about and giving visitors some compelling reasons to watch your content. Within this text you should include the keywords that you know are going to be most relevant both for your target audience and search engines.
This works particularly effectively with blog posts, creating another form of content that you can drive visitors to through your digital marketing – such as social media and email marketing.
So the next time you create a video and publish it on YouTube, here are 3 steps to give it a boost in views and optimise it for SEO:
- Share the video on your social media channels by linking to the YouTube URL,
- Embed into a webpage or blog post on your organisation’s website,
- Share that webpage / blog post on social media and though email.
If you would like any further advice on using video comms for marketing and SEO, get in touch with the NRG Digital team. Alternatively, you can leave a question or comment about this in the box below.