Video Optimization


Video optimization allows webmasters to make sure that their site is easier to find, especially in Universal Search. Moreover, video optimization on websites can result in a higher increased length of stay on the site in the context of improved Usability. Several different parameters can be affected as part of video optimization. One aspect of video optimization concerns the posting of video clips on video platforms such as YouTube.

Optimizing the video design[edit]

Any video that is incorporated into a website should give the visitor added value. For this reason, the content of the video is initially the most important aspect to consider in video optimization. The question should always be asked whether the inserted video supplements or extends the text content of a website beneficially.

Example[edit]

An online store integrates product videos into its product detail pages, so that customers can get a more accurate picture of the product. In the video the product is then shown from all angles.

Videos should ideally be created to professional standards. This ensures a high quality of the video.

Possibilities for optimizing finished videos[edit]

The possibilities for video optimization of already finished video clips include adding of music or subtitles. The emotional impact of music especially on videos for sales promotion purposes should not be underestimated. Likewise, it’s advisable to enrich product videos with a professional voiceover. Adding special effects to a finished video can assist in creating suspense curves that will encourage the viewer to stay.

Integration of videos[edit]

Videos can be linked to websites in a variety of ways. In E-Commerce, the use of product videos can increase usability and provide a more accurate picture of the product. However, this does not say anything about how it should be integrated. If the video optimization for a website is to be successful, the video format must be accessible to as many users as possible. Thus, the use of Flash videos is less appropriate when the site is often visited by smartphone users who are not using Flash Player.

A very simple way to include videos on a website is iframe. This format allows you to integrate video into an existing page without much effort. On large video sites such as YouTube, the embed code can be copied as iframe. This requires that the video was previously uploaded to the portal.

Optimizing videos for YouTube[edit]

A video platform like YouTube can be used to direct traffic to your site. It is recommendable to optimize videos for YouTube in order to get as high as possible in the YouTube listing.

The following parameters can be adjusted:

  • Adjusting the still image: A well-chosen still image can make sure that a video is clicked more frequently.
  • File name of the video: Mechanisms as in any actual search engine search apply to YouTube searches as well. Therefore, it is assumed that the file name can also play a role in the ranking within YouTube.
  • Additional information: A maximum of 1,000 words can be used for the description of a video on YouTube. Titles and keywords can also be added.
  • Linking the video via external sources: A video uploaded to YouTube can be used on its own site or distributed via Social Media. This increases the popularity of the video, which can lead to more clicks and better listing on YouTube.
  • Making it known with video responses: With each video that is uploaded to YouTube, a video response can be given to another. This is a great way to draw attention to your own video.

This list of optimization options is not exhaustive. It is only intended to provide an insight into the possibilities offered by video optimization for YouTube. It is expected that these measures will also be helpful for other video portals.

Video optimization and rich snippets[edit]

Rich Snippets makes sure that a user has the option to click a video on a website on the Google SERPs. This is done by optimizing the source code using markup.

Video optimization and SEO[edit]

Video optimization includes the question of whether videos are used on a website at all and how videos should be optimized for YouTube. Both methods have to be used for search engine optimization. A higher number of clicks can be achieved by optimizing videos on YouTube. That way, additional traffic can be routed to your own page. If you have your YouTube videos on your website, there is a chance that they will be clicked more often and the YouTube channel will be upgraded. An upgraded YouTube channel can represent a “Trust” signal for Google, making your website more valuable to search engines for specific search terms or topics.

Video optimization for the website itself should have the goal of increasing usability. Since length of stay and CTR are ranking factors, the optimization of videos should be included in your SEO strategy. Moreover, the role of videos within the Universal Search should not to be neglected.

Web Links[edit]