Before you think about how to get a video ranking, you need to understand why a ranking is so important. YouTube alone is the second biggest search engine on the web. A high video ranking means serious traffic. Learn more about why video SEO is extremely important.
- [Instructor] Before you think about how to get a video ranking, you need to understand why this is so important. Videos can show up in a few places: on video hosting sites like Vimeo.com and Dailymotion.com, for example, and of course on YouTube. YouTube is the third most used site on the Internet and the second most used search engine. As of today, YouTube gets over five billion video views per day and 21.9 billion visits per month.
Only Google itself gets more searches than that. Think about it. These stats are impressive. To get your share of this gigantic audience though, you need to understand that video search engine optimization or SEO is fundamentally different from the typical SEO we're used to. It's driven as much by user behavior as by the typical SEO factors such as relevance and authority. We'll cover those differences throughout the course. It's the difference that presents a great opportunity, great content that triggers a response can rank against stronger conventional SEO competitors.
Videos may appear in conventional search results. It's often easier to get a top ranking with a video than a conventional result. A conventional web page explaining how to adjust a bicycle helmet may not be able to outrank a major publisher. For some searches you may have a far better chance of a high ranking via video than traditional text. But Google's treatment of video in organic search results has changed quite a lot over time. Google and Bing have greatly reduced the number of video snippets like these. While video snippets continue to be an opportunity, you shouldn't focus on inclusion in organic search results as a central strategy.
Instead, focus on video search rankings and video's impact on organic search. Bing emphasizes videos more often, placing them at the top of the page, yet it's still only one part of a complex search engine rankings page. There's still a giant opportunity. Video snippets do still appear just not as often, so don't stake your entire video SEO strategy on snippets in organic search results. Videos also appear on the video search site itself. Given the massive YouTube search volumes, that's well worth the effort.
And video drives larger SEO efforts. Videos attract links and the kinds of engagements that improve general organic search rankings. Videos present great repurposable content, they can become slide decks, pages with transcripts and social media images. You can get a lot of bang for your buck. And even fewer marketers get video SEO right than they do conventional SEO. There's an opportunity there to pass the competition. One important note, there are lots of great video hosting services out there.
I'll briefly touch on a few options but YouTube dominates, even Bing uses YouTube video in their search results, so much of this course will focus on YouTube. Video SEO is a powerful organic traffic driver that many marketers miss and the biggest video search engine YouTube also happens to be the second largest engine search on the Internet. So it's great opportunity for you and your business.
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- List the two factors search engines consider when generating a score.
- Determine the appropriate video hosting service for your content.
- Recall the best practices for dealing with negative comments.
- Identify the appropriate way to adjust the timing in a transcript.
- Name the primary benefit of creating an XML site map for each video page on your own site.
- Apply information gathered from video analytics to increase your mobile audience.