I’m sure you know by now how big of an impact video can have on your marketing efforts.
So lawyers are looking for creative ways to integrate video to take full advantage. While creating content on YouTube is obviously popular, another technique involves creating a video web page.
Here’s a simple tip to improve the SEO value of this content and increase search exposure.
Including Written Text
Google Webmaster Trends Analyst, John Mueller, recently held a Google Hangout where he gave advice on everything SEO. One particular topic he covered was how to approach adding a video to a web page.
His advice was to always include written content on a video web page rather than just the video by itself. So you wouldn’t want to just slap up a video, add a title be done with it. Instead, video should be used as a means of supporting the written content.
Here’s the video I’m referring to. It’s around the 45 minute mark where he gets into this topic of discussion.
Here’s the specific quote:
“I think, in general, I would be cautious about using just a video as a primary piece of content on a web page. You should work to use the video in a way that supports your primary content, but not that it replaces your primary content. So, for example, I wouldn’t take any of these videos and just put them on a blog post, and add a title to them, and expect them to show up highly in search.”
Google’s algorithm has come a long way and is incredibly sophisticated. It examines numerous on-site factors and is excellent at deciphering what a page is about.
However, it still has difficulty with certain types of media like video, as well as infographics and PDF files. Google can pick up some information from the title and comments, but it’s still limited.
By including written text on a video web page, you’re helping Google better understand what your video is about, while at the same time filling in human visitors. This is huge because it should improve your SEO and help your content climb the rankings.
One of the easiest ways to incorporate relevant text is to simply include a transcription of the video. You don’t necessarily need to transcribe the entire thing — just the key points. The quote I used from Mueller above is a good example.
Another technique is to discuss a topic fairly thoroughly using text and insert the video as a point of reference. In other words, treat your text as the primary content and use the video to build upon it.
The bottom line is that a video web page needs to be accompanied by written text for maximum SEO value. Doing so should help maximize your search engine exposure, while at the same time creating a better visitor experience.