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Use video SEO to get your content into Universal Search Results

video seoSince 2007 Google search result pages have combined results from all the vertical searches onto one page. That is, you see videos, images, news, and standard web page results all on first result page.  Google calls these “Universal Search Results”.

But not every search will return all types of search results. For some words you might still only see web results, for others images and news as well as web. But you’ll find video results mixed with web results in 65% of Google searches according to a study by Searchmetrics.

Getting your video into those universal results will put you at the top of page one for your result, often before web results (but below paid advertising results). So how do you do it?

Take a look at your keywords and phrases for your product or service. Do your own Google searches on those terms and see what, if any, videos appear in the results. If there are no videos, or if the videos are unofficial product reviews and not other official brands, you may have a good chance of getting your results into that spot.

Google prefers credible results from sources with relevance and authority. Established brands usually have that already with long histories and content already ranked by Google. If you’re not established, or if you don’t have credibility Google wants for whatever reason, it will be harder to rank. But you can still get there with some work.

No one knows exactly what Google looks for of course, but experts say that you’ll usually need more than one video for a keyword. A collection of videos around a specific topic will probably rank much higher than a one off.

So look at those videos you found ranking for your keyword. What type of videos are they? Are they reviews or how-tos? Then brainstorm different how-to questions and create a series of short videos all around the one product keyword you’re focused on. If the videos are a different type then create a series in that type. This way, you’re creating video content you know Google thinks is important (or it wouldn’t already be in the results).

But just creating the videos isn’t enough. You’ll need to make sure you do all you can to help your video get noticed. This means investing time in video SEO and using your sitemap, schema, adding transcripts or even a video gallery on the pages with your videos. Google needs these items to understand what your video is about.

This obviously is a long term approach to generating traffic and gaining visibility in search results. There’s no magical tweaking of some text and getting ranked on page one. You need to create the content Google (and therefore your audience) is looking for and then prepare it properly so you can then be ranked. Given the popularity of video though, it’s an approach that can work really well.

Oliver Burt

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