Video SEO: Using Rich Snippets To Get Noticed
According to Cisco’s June update to their Visual Networking Index, consumer IP video traffic will be 79% of all global internet traffic in 2018. That’s a lot of video. And while much of that traffic consists of online movie services like Netflix and Amazon, there will still be a large chunk of videos created and produced by individuals and organisations.
If you’re video falls into the latter category, you’re going to know (or find out) how hard it is to get noticed by the search engines. One way to improve your chances of ranking is to help the search engines (Google in particular) create a rich snippet for your video.
What are rich snippets?
Every time you do a search you get results with a few lines of description under the title. Those lines of text are called snippets. Google takes the information it finds on your webpage and creates the description. Sometimes it will use the meta description HTML tag if you provide one, but sometimes it will also take a chunk of text that includes the keywords the user was searching for and display that instead.
But if you provide Google (and the other major search engines), enough information they can create a rich snippet, designed to improve the results users receive with more relevant information. This is important for all content, but in particular for video since there isn’t any way Google can actually understand the video content itself.
How to create rich snippets
Thankfully Google, Yahoo and Microsoft agreed on some standards that allow you to provide that information in a way they can all understand. Schema.org is the home of those standards. When combined with something called microdata or markups, you have a simple way of telling the search engines what your streaming video content is about.
For video, Google supports the Facebook Share and the Yahoo! Searchmonkey RFD markups. Both are fairly easy and straightforward to implement if you follow the examples Google provides here. The image here is an example of the Facebook Share markup:
But if you aren’t the do-it-yourself type, there are options to generate the markups automatically. SEOchat has a simple to use interface where you type in the information and it will generate the code for you.
You may also stumble upon the schema-creator.org website. This is a really good tool to generate the schema for a rich snippet, except they don’t support video at this time. Try it out though for other content on your site and check back to them often to see if the video option has been added.
Going beyond rich snippets
If you’re looking to learn more about video SEO to help your organisation, business, or hobby get noticed, there are many other techniques you can try to improve your search engine results. Download our free special report, “5 Things You Need to Know About Video SEO”, to read about them all. And feel free to contact us with any questions about your video streaming needs – we’re here to help.