Are You Making Your Online Videos Easy for Google to Crawl?

In the past, posting video clips to your website (or YouTube) was mainly about engaging customers directly. And, in a lot of ways it still is – psychological studies show that video grabs attention faster, makes a stronger emotional impact, and is more memorable than text, images, or audio files.

But more and more, we are finding there is a search engine optimization component to online video marketing, as well. In fact, it’s a good idea for you to think about the searchability of your clips as you post them online. In order to help you with that, here are a few things we think you should keep in mind…

It’s Not Just About Video Titles and Keywords Anymore

In the past, the intersection of online video and search engine optimization was limited to the use of searchable keywords and phrases in titles and descriptions. Taking this step is still a good idea. Even though Google can now crawl the content of your video, as well (more on this in a second), the title and terms associated with the clip are still important signals.

Google Uses Speech-to-Text Analysis on Videos

In recent years, Google has been using a combination of artificial intelligence and speech-to-text software to analyze the content found within each video clip. As a result, the search engine has gone a long way towards “understanding” what a specific video clip is about.

This evolution of search within video was probably always destined to happen when the world’s largest search engine purchased YouTube. Still, the degree to which Google’s engineers have put together super-computing power with new algorithms has been an interesting and important development.

Social Interaction Affects Video Findability, as Well

More and more, we are seeing Google rely on user actions to determine search visibility, both within YouTube and on the web in general. Specifically, pieces of content – whether they are written, visual, or video – are becoming easier to find if they have lots of views, shares, and positive comments. Other pieces of similar content without the same types of interaction are being ignored. So, you should do what you can to give your online videos a head start by having others share their positive thoughts.

You Can Use Video to Get Ahead of Competitors

One startling thing about the changing way that Google crawls online video clips is that a lot of marketers haven’t taken notice. So, if you can generate an interesting and appealing video clip, and use a handful of targeted search phrases in the title, description, and content of your message, you may find you are able to give yourself a head start over your competitors. Why not take advantage of something they haven’t discovered yet?

Given that many people prefer learning through video to standard text and images, at a time when broadband-speed connections are available almost everywhere, it only makes sense that Google and the other search engines would start taking a new approach to video. If you haven’t been producing clips, or optimizing them to their fullest effect, now might be the perfect time to talk to a member of the Biondo Creative team and see how we can help!