Google search engine results pages now contain a combination of types of media. Web page results still dominate but for a given search phrase, video, news, location and image results are mixed in together on top of pay-per-click links in a blended search engine results page.
Video is a key ingredient of blended search. Because there are far fewer videos competing for the top spots than there are web pages competing for top of text search, investing time in video SEO will deliver greater results. According to Forrester Research, optimizing video content to take advantage of blended search is by far the easiest way to get a first page organic ranking on Google.
Videos appear in the search engine results pages of the likes of Google and Yahoo via things called Video Sitemaps. Search engines aren’t smart enough to be able to see what’s in online videos in the way they can read text on web pages, so to add your videos to their video indexes you need to tell the search engines exactly where your videos are. Video sitemaps do this – they’re small files that contain information about where videos outside YouTube (which populates Google automatically) are located. Typically, these files include a title, description, URL of the page where the video can be watched, the location of a thumbnail image of the poster frame, and the location of the video file itself. You can upload your own sitemaps to Google, Yahoo and others or you can use an online video platform to do it for you. I don’t usually link to commercial products but I really like Buto’s simple video sitemaps feature – which will do all the above for you.
The best thing about video sitemaps is that when a user clicks on one of your videos in a search engine results page they‘re directed straight to the page where the content is hosted, as opposed to being directed to YouTube where it‘s considerably harder to get them to take a related action. So a small amount of time invested in putting together your video sitemap or listing automated video sitemaps as a priority feature could pay dividends. Because video sitemaps contain relatively little information, optimising your video for search is limited to the title, description and keyword fields.