Videos on articles

Why it’s a best practice to have them and how to optimize your videos

See that first post? I wrote that and embedded the video you see in the first position. 

It's not my video though. Just one I shared. Hence the uploader is the video's original creator.

Turns out Google picked up the video and featured it at the top even though clicking on it leads to the article, not just the video. It's not a bug or temporary thing as I also found similar situations for other keywords. In fact, I checked some other articles where the traffic was beyond the regular SERP and it turns out this video hack was responsible for hundreds of daily views.

And, yes, it's bringing in quite a bit of traffic.

So for now it's safe to say that featuring some decent videos can land you a spot in the Videos search too. Even if you're not their original creator.

Here’s another winner of my strategy as Rock Content embedded a Mailchimp video:

Best practices for videos within content

1. Try to create original videos. After all, using someone else’s video [even if they also benefit from the top ranking] is a rare situation.. Most of the results on the Videos SERP have the same blog and video author.

2. Optimize your video for YouTube SEO too. Here’s a good example that gets both optimization and CTA right. You can then add a link to the blog post that includes the video and grow your website traffic via YouTube.

3. Create an eye-catching thumbnail. This, along with great video content, will ensure people actually view your video so they’ll stay on your page longer.

4. Make sure the text around the video directly describes what’s in the video [keywords included]. Usually having a video that’s related to the content of the article should be enough. The Google algorithm for ranking videos isn’t yet polished so they tend to first take into consideration the quality of the article or web page where that video is posted. Think of the Videos SERP as mimicking the regular SERP but only displaying posts with videos.

5. Work on improving your backlinks. Whether you’re getting backlinks for your video or blog post, both situations will contribute to growing the value of your results, no matter which results page you’re targeting.

6. Implement lazy loading to keep your website’s speed in check. This ensures your video won’t get loaded from the start so users don’t wait for a video that’s probably placed in the second half of the article anyway.

7. Add a video sitemap. In practice, you most likely won’t need this to get your video to rank well but it’s a good precautionary measure to ensure Google gets what the video is all about. 

8. Finally, remember to never use videos just for the sake of having them in a post. It should be obvious that they are related to the overall article or a specific section because Google does go through the video to tell if it’s relevant. Think of videos as a way of enhancing your content when words aren’t enough or when you’ve already talked about a topic in a video.

Focus on video, folks, and don't share vids from competitors!

What are your strangest finds among the infinite search results?
If you enjoyed this edition, don't forget to send it to a friend!

Until next time,
Alexandra Cote
Further reading
P.S.: I'm growing my YouTube channel these days so if you'd like some super honest reviews for marketing, productivity, and design tools, feel free to drop a subscribe. 🙏

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