Video SEO Tactics

Definition of ‘S.E.O.’

SEO stands for Search Engine Optimisation. It is the process of generating the maximum amount of traffic (to your website or video) from the ‘Free’ or ‘Natural Listing’s on Search Engine Search Results. These Search Result Listings, which are also known as ‘Organiclistings can be differentiated from the ‘Paid for’ Search Results, which are the adverts that usually appear at the top of the search results listings page or else on the right-hand side of the Page. Because the natural listing results have not paid to be there, they are generally considered by many internet users to be the most reliable search results that most closely match the search terms entered and will therefore be of most use and relevance for the search engine user performing the specific internet search. (this is why users tend to click on these listings first and trust them more than the Paid ‘Ad’ listings).

Search Engine Optimisation includes a range of strategies, techniques and tactics used to maximise the amount of web traffic (the number of unique individual visitors) to a website, by obtaining a high ranking on the Search Engines Search Results Page (SERP). The most important search engines are Google (at the top), with YouTube being number two. (Bing and Yahoo are also significant search engines but Google and YouTube dominate).

General SEO Tactics
(to elevate your Website Rankings on Search Engines)

When engaging in Search Engine Optimisation (SEO), the Internet Marketer will generally consider the criteria that the Search Engine Algorithms use to rank the potential search results - in addition to considering the types of Search Terms used most frequently by users searching for a given topic online. Optimising a website using SEO techniques can involve editing the written content in order to maximise the use of relevant Keywords.  Keywords are the words (and search terms) that are used most often by searchers for a certain topic of interest. Indexing of images, graphics and video content offers a further opportunity to include keywords as part of the websites content. This in turn makes it easier for the search engines to locate the website when compatible keywords are entered in a search.

For every website some of the code is not viewable to online visitors of the website. This content is instead made available to the Search Engine Algorithms (behind the scenes) that trawl the internet and index the content of each website.

There are also a number of additional activities (related to such content) that can help your website achieve a higher search results ranking, but do not necessarily affect what appears on the webpage as the viewer sees it.  This content is generally inputted into the HTML code of the website using the websites Content Management System (CMS). Activities relating to optimising this content to enhance the search results ranking of the website includes using relevant keywords and descriptions in the Meta Tags and Meta Titles section of the webpage. This information is then only seen by Search Engine Algorithms as it trawls and indexes your website’s content.

Another example of an important SEO tactic relating to improving the SEO for a website is by attempting to maximise the number of high-quality ‘inbound Links’ to the site from other credible sources on the internet.  Links from authoritative websites on a given topic are highly valuable. Inbound Links (from credible sources) (that is clicked on will take the user to a webpage on your website) are considered by search engines to be a vote of confidence on the content quality and relevance of your website for a given topic.

Online ‘Video’ SEO Tactics

Website Video - Hosting Options

s well as applying SEO tactics to increasing the Search Engine Ranking of your company website (as outlined earlier) you can also implement an SEO Strategy - specifically relating to your Video(s) online. SEO Strategies implemented specifically for video content on your company website will also (indirectly) benefit the overall search engine ranking for the website as a whole (through increased website visitor traffic, reduced bounce rates and so on).

Website Video – Uploading / Hosting Options

You have two options when it comes to making your video content available on your company website.  The choice made at this stage can have a profound impact on the viewer experience in terms of the quality of viewing experience (due to variations in video loading speeds etc).

Option 1 - Self Hosting:  You can upload the video file directly to your website (using the uploader in the Content Management System (C.M.S.) for the website). This will result in the video file being located on your same server as your website.  Viewing the video will mean that the video content is streamed directly from this server (ie, that of your website hosting company).

Option 2 - Embedding the Video: This is essentially a two-step process. You first upload the video to a third-party video hosting service (such as YouTube or Vimeo). You then ‘embed’ the video on the appropriate webpage of your website. To complete the embedding step of the process you need to copy a small piece of code (that you get from the professional video hosting platform – after you have uploaded your video) and then paste it into the appropriate page in your website. The video will appear on this location on your webpage, but the actual video content will be streamed directly from the video hosting websites servers (and not the website hosting company’s servers), even though the video can be viewed without leaving the website.

At ImageLink Film & Media, this second option is the one that we recommend for our clients. The strategy of ‘embedding’ the video on your website (using code provided by the video hosting platform) after uploading the video file to a professional video hosting platform - offers the advantage of having your video content being ‘served’ from the Video Hosting Platform Servers (and thus utilising YouTube’s extensive Content Delivery Network (C.D.N.).  This minimises any potential issues with download speeds that might result from hosting the video on the servers (computer infrastructure) belonging to your website hosting service. No average ‘Website hosting’ company has I.T. Systems in place (or the download bandwidth available) that can rival those of YouTube, or the other large video hosting companies!

Another major advantage of not uploading the video directly to your website hosting company server (ie self hosting) is that your same video content can potentially be found on more than one location online.  For example, the same video can be found in a ‘web’ or ‘video’ Google search as well as on a YouTube search.  This scenario offers the potential that your video content will show up in more than one of the results listing on page one of a Google search – one listing might be the video on the website and another could be the video hosted on YouTube.  If the video file is just uploaded to and hosted on your website it will never show up in a YouTube search.

At ImageLink Film & Media, we can assist our clients with assessing the best options for uploading their video content online.  We can also assist with implementing a Video Distribution and Promotion strategy for the videos that we create.  This process will complement the other video SEO Strategies mentioned earlier.

YouTube is now the world’s second largest Search Engine (only Google is bigger) with well over 300 hours of video being uploaded to YouTube every single minute!

Adding Keywords to your Website (& YouTube) Videos

All of the SEO Tactics that can be implemented to elevate the Search Engine Ranking of a website, can also be implemented specifically to promote an online Video. Video SEO will increase the audience for a video by making it easier to find online.

Website Video ‘Keyword’ SEO

Adding text-based Descriptions and Titles for the video on your company website, that relate directly to the video content is very important.  This content should emphasise Keywords that match the expected ‘Search Terms’ that users might use when searching online for information about a particular topic.   This will help to maximise the likelihood that the video will display in the listings on the search results page for relevant internet searches.

Note: For the most frequently used search terms, these ‘Keywords’ should be used at the start of the Title (this is referred to as ‘Front-Loading’ your keywords in the title). This is because the words at the start of the Title sentence are considered to be the most important part of the video title by search engines.

It also is useful to use keyword based ‘Tags’ in the metadata for the video on your website (these Tags are not seen by the viewer but is used by the Search Engine Algorithms when indexing the video content). The Tags can be added through your website Content Management System (C.M.S.)  Other metadata such as he website ‘sitemap’ should also reference the content of the video – in order for search engines to more easily locate it.

Targeted Keywords for your YouTube videos

We recommend that you also separately implement similar SEO Tactics on your YouTube video (or whichever professional Video Hosting Platform you have uploaded the video to – before then embedding it on your website).  You can add the Video Title, Description and Tags using the ‘settings’ section of the Video Manager interface on the YouTube Hosting Channel that your video is uploaded to.

The Title and the Description should always include as many relevant ‘Keywords’ as possible.   This means being mindful of the type of search terms that a viewer might use as part of a specific search.  The Search Engine Algorithm ‘crawls’ the words that describe your video and they index the content accordingly

The Title

The title of the video should ideally reflect the contents of the video while including potential keyword search terms.

The Description

You should always give complete and accurate descriptions to your videos and explain the subject matter in as much detail as possible.  The video description should accurately describe the video content, but it should do so in a way that uses terms likely to be used as part of a YouTube or Google Search.


YouTube (and other video hosting platforms) also offer the option of including Metadata about your video when you upload the video.  This data is not visible to the public viewers, but it is used by search engine algorithms to analyse video’s content. It is important to provide this Metadata with the use of relevant keywords that relate to potential search terms so as to maximise the visibility of the content to the search engines as they trawl the internet for relevant content.  Metadata includes meta ‘Tags’ for the video.

(Note: The Title, Description and Tags metadata for a YouTube video can be adjusted any time using the Video Manager section of the YouTube channel the video is hosted on).


YouTube Video SEO Tips:

  • It has been shown that using parentheses (ie. brackets) within the title helps with elevating the ranking of a YouTube hosted video. The YouTube Search Engine Algorithm ranks the text that is inside and outside the brackets separately – giving an extra boost to the impact that the title overall in terms of improved search results ranking.
  • Including the current year in the title has been shown to help with YouTube Search Results rankings – as it indicates to YouTube that the content is current. It also is a potentially strong keyword as many searches often include the ‘topic’ being searched for and the year - ‘2019’.

An example of a video title might be …

Video Production in Ireland (Promotional Video Marketing) 2019

Rate your Keywords

To help find out what are the most popular keywords for your industry (or specific product/ service or Video Topic) you can use any of a number of ‘Keyword Research’ tools available online. Another potentially useful way of assessing the ‘popularity’ of certain keywords is through implementing a Google Ad-words campaign. When you first implement any Google Ad-words campaign (ie. using the paid PPC (Pay per Click) ads on Google) the Ad-words interface allows you to search the strength and popularity of given keywords, giving each inputted ‘search term’ a rating.  It also provides suggestions for popular keyword ‘search terms’ for the topic in question.

Locate Video Content on separate pages of your Website

When you have a number of different business videos on your company website, you should consider hosting each video on a separate webpage of the site.  The information about each video (Title, Description and Tags - including targeted keywords) can assist with your website SEO, by affording you the opportunity to add yet more keywords for the website.

Adding a Site-Map to your website

Adding a Site Map to your company website (including content details about your website videos) has also been shown to improve search engine results rankings - by making it easier for the search engines to ‘crawl’ your website and index the contents.

Add a transcript to your video

You can further improve video S.E.O by adding a text transcript to your video. This helps search engines become more aware of the exact content of your video and will increase the chances of it being listed for relevant searches.

Because search engines obviously cannot ‘watch’ your video to see its content, providing a text-based transcript enables them to ‘read’ the content.  Using a video transcript also offers another great opportunity to use more keywords to help viewers find your video. While this option might not suit every style of video it can work well for some.  For example, if your video is one that explains something then this is ideal content for transcribing.

Hosting Platform Transcript:  There are two ways that you can add a transcript to your video. You can upload a transcript (or ‘caption file’) to your Video Hosting Platform (such as YouTube or Vimeo).  If you do have a Transcript for your video, YouTube now allows you to upload a Transcription File (using the video manager interface for the relevant YouTube Channel), which helps with SEO for the uploaded video.

Webpage Transcript:  You can also add the transcription data directly to a web page (that contains a Video) on your company website and this will reinforce all the important keywords yet again. This also offers viewers a second way of digesting the content presented in the video. This is usually done through the C.M.S. (Content Management System) of the website.

Assessing the best Video Hosting Platforms for your video

Apart from YouTube there are also numerous other ‘online video’ hosting options (as well as the option of hosting the video on your own company website hosting server - as discussed earlier). YouTube is obviously the biggest player in the online video hosting sector, but other options include Facebook, Vimeo & Instagram.

It is now possible to upload video content directly to Facebook.  Facebook tends to rank videos uploaded directly to their platform - higher than video content that is merely linked to Facebook posts.   With a Facebook ‘Promoted Post’, you can very clearly target a market using a number of attributes as well as specifying a very clear geographical area you wish to target. Depending on your business sector and your target market, Facebook might be worth considering as an option for uploading your video.

Vimeo offers its own unique advantages. For example, you can set a video on your Vimeo Channel to be either Public, Private or Password Protected.  You still have the option of hosting a video on your company website – using an embedded link from Vimeo but having the video set to private on your Vimeo Channel.  You can thus ensure that the video is only viewable on your website but still gain the high-quality streaming advantages of the Vimeo Content Delivery Network infrastructure.  Sometimes you may wish to only share video with staff or existing clients, this is where the ‘password protected’ option can be useful.  It all depends on what function your video is serving for your business.

So, each channel has its own unique advantages that are worth exploring. While some video will service a unique business function for a company, most online business video content is aimed at reaching the widest possible relevant target audience for its content.

In order to achieve this one tactic that some marketing practitioners might recommend is posting the same video on multiple platforms in an attempt to reach a wide audience.  In that scenario you would upload the video file separately to each of the main Video Hosting Services.

However, at Imagelink Film & Media, we recommend that the video is uploaded to a single location online (eg. YouTube or Vimeo) and that the video is then promoted across various different platforms.  For example, you can upload your video to YouTube, then embed the video on your website. We would then recommend that you promote the video using various platforms online, but this can be done without uploading the video file to each platform!

For example, you can promote your website video (or YouTube video) online using Facebook. You do not need to upload the video directly to Facebook, as you can simply share a link to your website video (with a short description of the video content) either on your own Facebook business page or you can post a link to relevant Facebook contacts, groups or forums.  Other Social Media sharing platforms such as Linked-In and Twitter can be utilised in a similar way (to promote the website video – and thus increase website traffic at the same time as increasing views of the video).

When interested users of these platforms click the link, they will then be brought to your website. This will result in the most views, shares etc for a single video and thus will give that one video the best chance of improving in the YouTube Search Engine Rankings over time.

For more information on how we can assist with the Distribution and Promotion of your video please click here …

Encourage ‘Sharing’ of your Video

Video is among the most commonly ‘shared’ type of content online.  YouTube hosted videos can be easily shared across a whole range of social media networks including Facebook, Twitter and Linked-in.  Where appropriate your call to action in the video itself, as well as text-based description of the video can include a message encouraging the viewer to ‘Like’ and ‘Share’ the video. If the video is hosted on your own YouTube Channel, then you can also encourage viewers to Subscribe to your channel (in order to view more related videos).  A clear ‘Call to Action’ encouraging this level of engagement will help increase views of your video enabling the video content to reach a wider audience.

Creating relevant, engaging - Shareable Video content will facilitate you using your own ‘Social Media Network’ to share your content and reach a relevant audience. By encouraging your viewers to also ‘Like’ and ‘Share’ your videos, you will then be utilising their ‘Social Media Networks’ – as ‘Liked’ and ‘Shared’ content will show up on the news feeds of their contacts on their networks.  For example, if someone Likes or Shares a video on Facebook their ‘friends’ get notified.  Linked-In works in a similar way.

Creating ‘Inbound Links’

Another effective SEO Strategy that will improve the Search Engine Ranking for your company website (or a specific video on the website) is through having as many ‘inbound links’ to the website as possible.  The number of inbound links (pointing to specific website content such as an article or video) is another variable assessed by search engines when ranking the website’s quality for search engine ranking purposes. Higher numbers of links from other credible online sources indicates high quality site content and thus enhances the ranking assigned by the search engines.

Links from your YouTube Video(s)

You can help increase the number of inbound links to your company website by including a clickable link to specific pages of your website in the Description of the video (that you upload to YouTube or other Video Hosting Platforms). It is best to include any such links in the first line of the video description. This is because the description is also the first thing that searchers see when doing a search on YouTube or Google.

Any time that a viewer clicks on such links, this results in increased ‘traffic’ to your website - further assisting with Website SEO.  Also, the fact of having inbound links (from credible sources) improves your ‘score’ with the Search Engine Algorithms for ranking your website.

It is also a good idea to put a link to your website at the end of the video itself. This allows viewers (who are viewing your video on a video sharing site such as YouTube) to go straight to your website if they like the contents of the video and want to find out more.

Internal ‘website’ links

Another way of increasing ‘Links’ is to include links from other pages within your website to your video, using a descriptive clickable link that explains the video content. For example, ‘view our new product range’.

Link Farms (to be avoided!!!)

It is always important that inbound links are from credible websites that contain similar (relevant) content.  There are some disreputable SEO Companies that will offer to ‘sell’ hundreds of links to your website for a fee. Such links are generally not from relevant or credible websites and such ‘Link Farms’ are frowned upon by all Search Engines.  Far from increasing your website ranking, engaging such ‘link’ increasing practices is most likely to result in a drop in your website ranking, which can be difficult to reverse.   At ImageLink Film & Media, we strongly advise our clients to never engage with such ‘Link Building’ companies, as it can negatively affect your website’s search engine ranking online.

Inviting in-bound Links from Credible sources

One way of achieving an increase in the number of inbound links to specific content on your website (such as a video) or to your website in general is to contact companies in your industry sector that offer complimentary products, services & training.  It can be useful to suggest a reciprocal arrangement suggesting that if they would be willing to include a link to relevant pages on your company website, you could link to complementary services or other relevant content on their website.  This is the reputable way of achieving increase links to your website (or directly to the video on a specific page of your website).


You can also increase inbound links to your video (or website) by …

  • Contributing content (containing the links to your content) on relevant Industry Blogs,
  • Linking to the content on Email Newsletters you send out
  • Contributing content (incorporating relevant links to your website content) on Industry News Sharing Websites
  • Contributing relevant content to other Social Media websites


Note: For businesses and individuals (eg. Artists, Musicians etc.) that might not have a dedicated company website but who do have an online presence, all of the above strategies can be applied to a business or promotions video that is solely hosted on YouTube. Implementing these video SEO Strategies and tactics will increase the number of views and help elevate the YouTube Search Engine Ranking that the YouTube Algorithms apply to the video.

Targeting Influencers

Influencers can be defined as individuals (or groups) online that have a large database of ‘subscribers’ or ‘followers’ of their online Social Media Channels. Identifying the influencers in your industry sector and approaching them to request that they share your video online can result in a dramatic increase in the viewing figures for your video. The key point is to make sure that the content of your video is something of potential interest and benefit for the pre-existing audience for their content.

It can be a good idea to share their (relevant) content with your audience online, as well as asking them to share your video content.  It might even be worth exploring the possibility of collaborating with them on producing some future video content of interest and relevance to your targeted industry audience and theirs.

Online Groups and Discussion Forums

Joining relevant ‘groups’ on Facebook and Linked-In can be beneficial in terms of keeping up to date on interesting developments in your industry.  Many of these groups will also allow you to post a link to your video, once it is clearly of potential interest and relevance to the group members and any followers of the groups post feed.

Listing your company video on online ‘Directories’

There are a number of different ‘Directory’ websites online. Many of these websites will allow you to list your company details for free.  Examples include …


You can list your company details including a brief description of the products and services your company offers. It is a good idea to link to your video(s) here, by showing the appropriate URL. Having your website (and specific links to your promotional video content) listed on these sites can further increase the number of inbound links to your website – and hopefully this will contribute to an increase in the number of video views and the amount of online traffic being redirected to your company website. All of which improves video and website SEO.

‘Engaging Content’ is the most important S.E.O. tip of all

Getting viewers to view, like and share your video is hugely important. This is where good quality informative, valuable and engaging content is key. Only if the content is considered to be of value to the viewer, will they decide to share it on their social media networks. The quality of the content determines the number of ‘likes’ and ‘shares’ as well as the total number of ‘views’ any video gets.  Relevant content that is of interest and use to viewers is also a huge factor in the number of Subscribers to any YouTube Channel. (Subscribing to a YouTube Channel indicates the interest the viewer has in viewing more videos from this source). These metrics are used by search engines to determine the rank they give your video content in the natural search results listings.

YouTube also takes into consideration the number of views, the number of comments, the number of times the video has been shared, inbound links and the number of times your video has been embedded on viewers websites, blogs etc. when assigning a ranking status to your uploaded video.

Engaging content combined with an effective Video SEO Strategy will help to generate interest in your video. As the initial interest grows, your video should begin to rank higher on search results.

At ImageLink Film & Media, we specialise in providing a professional Video Production Service.  This ensures that your video will have a clear message that the view will respond to and that this message is presented in a way that is engaging to the viewer.  Relevant content, professionally produced and presented will motivate the viewer to ‘Like’ and ‘Share’ your video, thus enabling you to reach a wider target audience.  All this helps build brand awareness of your company as well as the awareness of the features and benefits of your products and services. This is the key to increasing sales revenue and a viable future for your business.

So, please give us a call today at ImageLink Film & Media … We can discuss the creation and marketing of your next Video …

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