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❰❰  Videos  ❱❱

We are going to examine video content and how we can optimize such content in order to improve our search engine rankings and achieve higher visitations and higher conversion rates. Video is a powerful tool. It improves the visitors experience by offering additional ways of viewing your content and receiving answers to their queries in more than just the classic textual way.


YouTube is the second largest search engine behind Google. Statistics also show that while people will spend a minimal amount of time on a website, they are willing to spend more time watching a video of interest. The following are some useful tips on how to optimize your videos as to achieve higher rankings on the results of Google and YouTube and build visibility for your target audience.

Video Quality

Ensure your videos are relevant and informative for your target audience. Videos should be clear, understandable, memorable and short.

Video Title

Create a title relevant to your target audience and the subject area the video is about. Adding a few keywords to the title will also help with achieving higher ranking in the search engines. The keywords should be included in the video title, description, tags and file name.


In order for your videos to rank well in the search engines, it is a necessity to provide the search engines with something to rank and index. This is achieved with the transcript. Including keywords or phrases in the transcript is desirable. More information on transcripts can be found online.


Captions can be used as a transcript alternative. You can find the full process of adding captions and subtitles online. You can also edit the captions afterwards for further optimizing your video.

Video Length

The average amount of time a person spends viewing a video is around the 1.30 minute mark. So make sure your video is direct and to the point, with all the information you want to present included. People do not want to sit through a lengthy video and most will not. Part of creating a positive user experience is the length of the video.

Host & Embed

As mentioned, YouTube is the second largest search engine. Opening an account is free and easy to use. Once that is completed, you can then proceed to embed your videos on your website. This process enables you to rank higher in search engines, especially when the content of the page is relevant and the pictures the same.

Video Sitemap

Submit a video sitemap to Google to make sure that the search engine can find your video content and index it accordingly. This is the easiest way for search engines to find your video content, index it as quick as possible and rank it. Use important keywords in the anchor text that links to your videos featured on your sitemap.


If you are not exploring and utilizing video content, it is time you start doing exactly that. You are ignoring one significant reason you should: it will increase the chance of more visitors landing on your website which are coming from organic search results. That will also increase your conversion rates accordingly.

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