Blog

Best Practices for Optimizing Videos for SEO

Posted on by Alix Chaparro

Video SEO (Search Engine Optimization) is crucial to make your content visible and accessible to a wider audience.

1. Research Relevant Keywords

The foundation of any SEO strategy, including for videos, starts with keyword research. You can search for keywords on various platforms.

YouTube

  • YouTube Autocomplete: Start typing terms in YouTube’s search bar and check the automatic suggestions that appear. These are common user searches.
  • Explore successful videos in your niche: Look at the descriptions, titles, and tags of videos with many views and engagement.

TikTok

  • Trends and Hashtags: TikTok heavily relies on hashtags, so exploring the “Trends” section can give you ideas of popular keywords.
  • Discover popular topics: Use TikTok’s search and review the suggested results. Analyze the hashtags in viral videos related to your content.

Instagram (Reels and IGTV Videos)

  • Instagram Insights tools: If you have a business account, use Instagram’s analytics to check which type of content generates the most engagement and the associated keywords.

Facebook Videos

  • Popular groups and pages: Explore what communities on Facebook are discussing, as their interests can reveal good keywords.
  • Competitor Analysis: Observe which keywords or titles are used in videos with a high level of interaction.

General Tools for Keyword Research

  • Google Trends
  • Google Keyword Planner
  • AnswerThePublic
  • Ubersuggest
  • Ahrefs
  • SEMrush
  • Moz Keyword Explorer
  • KeywordTool.io

2. Optimize the Video Title

The video title is the first thing users and search engines will see. Here are some key guidelines:

  • The title should clearly communicate the video’s topic.
  • Avoid vague or confusing titles.
  • Research keywords users are searching for.
  • Include the most important words at the beginning.
  • Ask questions or use intriguing phrases to generate interest.
  • Titles with numbers tend to attract more attention.

Platforms with title fields for videos:

  • YouTube
  • Facebook Videos
  • Vimeo

3. Optimized Video Description

The video description is a space to add more information and context for both users and search engines. Use this space to expand on the video’s topic or provide examples or additional value to users.

4. Relevant Tags and Categories

Tags are keywords or short phrases used to describe the content of a video or post. They help algorithms and users understand what the content is about. Categories are broad groups or general topics in which content is classified. Unlike tags, which are more specific, categories provide a general classification that helps users and platforms identify the type of content from a broader perspective.

Example of categories on different platforms:

  • Entertainment
  • Technology
  • Lifestyle
  • News
  • Business

5. Attractive Thumbnails

Attractive thumbnails are customized or pre-defined images that represent a video on platforms like YouTube, TikTok, Facebook, or Instagram. Thumbnails are the first thing users see when scrolling through their feed or search results, so they should be visually impactful and relevant to the video content.

6. Incorporate Links and Interactive Cards

Adding links within your videos is an excellent way to keep users on your channel or website, increasing retention and engagement.

  • Use interactive cards and end screens to redirect users to other related videos or your website.
  • Add links to relevant websites in the description to drive traffic to other important resources.

7. Measure Video Performance

Measuring your videos’ performance is important to identify what’s working and what needs improvement.

How to view video analytics on different social networks:

YouTube

Go to YouTube Studio and select the channel you want to analyze. On the left menu, you can view different metrics of your videos.

Instagram

Access Instagram Insights: In the Instagram app, go to your profile and tap the three horizontal lines in the upper-right corner to access the menu. Select “Insights”: Here, you’ll find a performance summary for posts, stories, and reels.

TikTok

Access TikTok Analytics: Open the TikTok app, go to your profile, and tap the three dots in the upper-right corner to access “Creator Tools.” Select “Analytics”: Here, you can see statistics for your videos.

Facebook

Access Facebook Insights: On your business page, click “Insights” in the left menu. Select “Videos”: Here, you can view specific metrics for published videos.

SEO Updates Across Different Video Platforms in 2024

Technological updates and trends have evolved, so it’s important to stay updated.

SEO on YouTube (2024)

In 2024, YouTube has enhanced its focus on audience retention, content quality optimization, and interactive engagement.

  • YouTube’s AI: YouTube’s AI now analyzes video content more deeply, including audio, to identify key topics without relying solely on keywords in the title or description. Using keywords in conversations within the video is important.
  • YouTube Shorts have gained more relevance in search results. Short videos, well-optimized with concise titles and relevant descriptions, are expected to make a significant impact.

SEO on TikTok (2024)

TikTok’s SEO algorithm in 2024 prioritizes relevance, engagement, and viral trends.

  • TikTok Search Ads: In 2024, TikTok has launched keyword-based ads within the search bar. This means using strategic keywords in video descriptions and captions is more important than ever.
  • Content Optimization with AI: TikTok has integrated advanced AI to analyze not only video metadata but also visual and audio content, highlighting the importance of coherent content aligned with trends.

SEO on Instagram (Reels) and Facebook Video (2024)

Both platforms have prioritized video content through Reels (Instagram) and Facebook Videos. Interactivity and the ability to create visually appealing content are key.

  • Extended Reels: In 2024, Instagram has allowed Reels to be longer, up to 90 seconds, opening the door for more optimized content strategies.
  • Alt Text Usage: Helps Instagram’s algorithm better understand your content.

Video SEO on Websites (2024)

Videos on personal or business websites remain an excellent tool for improving dwell time and increasing user conversions. Proper video optimization on your website is crucial to improving overall SEO.

2024 Updates:

  • Videos in Search Results: In 2024, Google has enhanced the display of videos in search results. Embedding optimized videos on your website can help your pages rank better.
  • Video Sitemaps: Google has updated sitemap guidelines to include more details about video content.

Alix Chaparro