Sophisticated Video SEO: Simple Strategies from SafeNet, Vidcaster, and 3Play Media
On April 22nd, we co-hosted a webinar with Vidcaster that brought together video marketing experts from 3Play Media, Vidcaster, and SafeNet. The focus of their discussion was on simple strategies for video SEO, covering everything from organizing your video library for the best SEO value to leveraging video transcripts for creative marketing and SEO opportunities. Jennifer Lewis, the Senior Interactive Marketing Manager at SafeNet, gave a fascinating presentation on how SafeNet increased traffic to their site by developing a consistent video strategy and aligning their goals with sophisticated video SEO tactics. She was joined on the panel by Tole Khesin, the VP of Marketing at 3Play Media, and Matt Childs, the VP of Sales & Strategy at Vidcaster. The three companies are connected through Vidcaster: SafeNet uses Vidcaster as their video platform, and Vidcaster is integrated with 3Play Media for captioning and transcription services (which SafeNet uses for their video SEO strategy).
The Benefits of Transcribing Video Content
Because video raises inherent issues when it comes to SEO, transcription should be an integral part of your video strategy. While a search engine cannot watch your video, it can read a transcript or a captions file. With transcription, you are not limited to the keywords you can maneuver into your title and metadata: suddenly, all of the keyword diversity contained within your video content is available for search. One minute of spoken video contains about 150 words, so an hour long video would give you 9,000 words, all of which are searchable with a transcript. The possibilities from here are endless: you can create derivative content from a transcript (blogs, marketing material, case studies, white papers), further increasing the SEO benefits of just one video; you can translate your captions/transcript into subtitle files, giving you an SEO advantage across different languages; and, you can create a better user experience by utilizing an interactive transcript that allows users to search and navigate your video content.
Another great reason to transcribe your video library is for accessibility – and this doesn’t refer only to the deaf and hard of hearing. The BBC published a study by Ofcom that showed that 80% of people who use captions have no hearing impairment at all. Many people who know English as a second language will use captions to increase comprehension. Captions also allow people in libraries, offices, and other sound sensitive environments to watch videos without sound. All of these benefits of captions lead to greater viewer retention and to a better user experience, which search engines weigh in their ranking.
SafeNet’s Strategy for Video SEO
SafeNet has put a concerted effort into their video SEO strategy. Jen presented webinar viewers with SafeNet’s top strategies for their video site:
- SafeNet houses their video site on a subdomain of their corporate domain.
- They use SEO-friendly categories and video URLs.
- They make sure their video content is optimized and search friendly, as well.
- SafeNet uses transcription to maximize keyword usage and searchability.
- They find it imperative to create a video sitemap, which helps Google index their content.
- They focus on inbound linking, strategically placing video on both internal and external sites.
Jen further discussed SafeNet’s best practices for video SEO, noting some important tactics that webinar viewers could implement. She suggested enabling embeds of your video on others’ websites, annotating your videos with duration and a short description, incorporating your videos into press releases, and considering outbound linking.
Implementing Your Video SEO Strategy: Key Points to Remember
Although optimizing your video library for SEO may seem daunting, there are simple strategies to keep in mind that can help make the process smooth and productive. First of all, it helps to organize your videos into a centralized space (like the subdomain SafeNet uses for their video library). Make sure to keep your metadata clean, useful, and keyword rich (remember, however, not to write for a search engine – make sure your viewers will find it engaging, as well). You might also want to try using YouTube to attract new traffic while focusing your own domain on informing and converting. Remember, always double check that your videos are playing back on your site! Finally, use transcripts and captions to increase user engagement, boost SEO, and augment your content strategy.