SEO: why and how to optimize videos for your site?

If web content has long been limited to text, then images, the technologies developed by search engines now allow us to publish all types of formats on a site. This is particularly the case for video, which has earned its reputation on the Internet: just look at the market share of YouTube, the leading online video provider and the third most visited site in the world (all categories combined), to see this. However, publishing a video on your website will not be enough to give you the obvious benefits of this type of content. You will need to optimize your videos, while ensuring that it enhances the user experience: follow the guide!

Why post videos online?

The effects of a video on the traffic and natural referencing of a website are numerous. It will allow you to :

  • Increase traffic and conversion rate on your website;
  • Promote the creation of your company or the launch of a new product or service online;
  • Communicate your company’s actions, commitments and philosophy in a more informal tone;
  • Improve the visibility of your website on the main search engines, and thus improve the visibility of your company;
  • Position yourself as an expert in your sector;
  • Present the functioning of a product or service that is difficult to handle;
  • Humanize your company, especially if it is a pure player (with an exclusively virtual existence), by introducing your team members, your premises…
  • The benefits of a video, especially on natural referencing, are numerous. On the other hand, the publication of this type of content cannot be improvised!
optimize your video commercial

Publish a video on a website or a blog: it’s getting ready!

Seduced by the effects of a video on the natural referencing and traffic of a website? Wait a little longer before taking the plunge! Even before going to the production stage, it is essential to define your video strategy by asking yourself the following questions:

  • Who is the video for?
  • What should this content be used for: converting, educating, building loyalty?
  • What is the tone chosen for this content: formal, informal, offbeat?
  • What is the main message of this video? In other words, what idea would you like the user to keep in mind after watching it?
  • Who should be involved in the production of this video?
  • What measurement tools will allow you to evaluate the effectiveness of this content? You will find a list of operational KPIs at the end of the article.
  • How to optimize a video for social networks or for your site?
  • The questions in the previous paragraph will help you define the editorial strategy for your video publication. But that’s not all: you must also think about the technical optimization of this type of content. So it’s time to get your hands dirty!

The principles of natural referencing change fairly little; you just have to adapt them to the type of content you want to publish. In the case of a video, you will have to pay attention to :

  • Select your keywords carefully: they remain the spearhead of your SEO strategy, whatever the type of content. These keywords must be consistent and relevant to the theme of your video. They must also appear in the content metadata: title and subtitles, title and meta description tags, caption and/or description, tags, notes and/or links embedded in the video… So many micro-contents to optimize!
  • Plan the conversion of the Internet user: once the video has been viewed, take it to where you want it to go. Your best ally to achieve this: an effective, short and highly visible call to action on the video page. Don’t hesitate to include this call to action at the end of your video, either orally or in writing, to optimize your click and conversion rates.
  • Subtitle your video: Internet users save the time they spend online. Most start watching videos without sound, and decide whether or not to continue watching them within seconds: subtitles have become indispensable! Again, remember to integrate your keywords as naturally as possible. Don’t rely on YouTube’s automatic subtitles: they’re approximate, unclear and sometimes inconsistent, and their quality leaves a lot to be desired.
  • Collect backlinks: these famous incoming links are as important as the choice of your keywords. They indicate to the major search engines, starting with Google, that your content is of interest and that it stands out for its quality. To obtain these external links, first of all, promote your video: its viral potential can be multiplied on social networks. Also, share your content with your professional entourage, your clients and prospects, and your colleagues within the company. Provoke the reactions of Internet users with a catchy call to action, which can simply consist of asking visitors to share the video. Moderate the comments, make the discussion live around your video. Finally, always give priority to the quality of the content rather than the quantity: take care of the script and the dialogues, ensure the quality of the image and sound, surprise the Internet users with a new format. Guaranteed results!

How do you measure the effectiveness of your videos?

Regardless of the type of website you administer or optimize, each of the actions you take (in terms of marketing, sales or content promotion) must be able to be evaluated. It is essential to define measurement tools that are both reliable and operational: these are the famous key performance indicators, or KPIs.

And videos are no exception to the rule: you must be able to quantify, measure or evaluate the effects of this type of publication in order to adjust your content strategy and/or optimize it. Such measurements can also highlight possible technical problems, which may not always be apparent at the time of publishing.

Which KPIs for your online videos via your tracking or Youtube?

To evaluate the effectiveness of the videos you publish on your site or blog, several KPIs can be selected according to your objectives. The key performance indicators of a video on an e-commerce site will be different from those of a blog or a consultant’s site, for example.

Before you pick from this non-exhaustive list of KPIs for your online videos, take the time to refine your strategy and goals. Is this video intended to increase traffic to your site, convert users into customers, or simply to entertain them in a loyalty-building process? Depending on your answer(s) to this question, you will be able to select the right indicators from this list before completing it:

  • The number of views: easy to identify on YouTube, the leader in video on the web, the number of views will give you a fairly accurate idea of the impact of your video. What’s more, it will allow you to adjust your promotional efforts if you find that your content is little or not at all viewed.
  • The number of comments: this indicator will give you an idea of the reactions to your video. It will also allow you to identify the source of the problem if your content does not attract enough traffic: a video that is little viewed but highly commented on suffers from poor promotion, while a highly viewed video that generates no or few comments needs to be reworked at the content level.
  • Comments: it’s not enough to just count them, you’ll also have to read them! Web users will often be the first to tell you what, if anything, is wrong with your video. Take these comments into consideration to improve your content, and don’t hesitate to answer any questions visitors may have.
  • The click rate: if you have integrated a call to action in the page of your video, how many Internet users click on it after viewing it? Whatever the result, you will have to constantly work on increasing the click rate – both through technical and editorial optimization.
  • As you can see, video is now a major web content. It is therefore essential to use it to promote your online business, as long as you take care to optimize it. And make no mistake about it: the optimization and quality of a video cannot be reduced to its referencing. The user’s experience must remain at the center of your approach for your video to produce the desired effects!

A nice list of free SEO tools to boost your web performance

This list of free SEO tools will surely help you in your daily SEO tasks. Because Google’s rules are constantly evolving, the optimization of your website cannot be done without help. These 12 tools and guides will help you save time and optimize the positioning of your site.

Google Page Speed Insights

Page speed refers to the time it takes for a browser to fully load a page on an interface. A slow loading speed can negatively affect the positioning of your website. Slow page speed can also increase your bounce rate because your visitors will tend to leave your site quickly if your content takes too long to load. Google PageSpeed Insights analyzes the speed at which a page loads from a URL and displays a score between 0 and 100. A score above 85 is considered good.

We tested this tool with Moz’s site. The tool offers a clear visualization of performance. As you can see, the tool shares the results between user experience and page speed. For example, Moz’s mobile site got 66 points for user experience and 70 points for page speed which suggests that some improvements can be made. It is also possible to access more information to see the details of the report.

Google Analytics

Google Analytics gives you feedback on the overall performance of your site. Among a large number of parameters, the application provides a clear picture of your traffic and where it comes from, the characteristics of your audience, the type of interface used and many other useful information. You will have access to all the information you need to manage your site’s performance and ROI. In the report presented below, you can see from which source your visitors come from, your bounce rate, the number of sessions, etc.

Google Trends

What are the trends not to be missed on the web? What are Internet users talking about and what are they looking for? Google Trends allows you to search for keywords by popularity, compare them and access useful information. These insights will help you know which segment to focus on and choose the most relevant keywords for your business or product.

Keyword Tool

Keyword Tool provides a variety of long tail keyword suggestions based on a keyword. This free version can be very useful for your content strategy and for optimizing your keywords. You can search for keywords by country or on different search engines. We have tested with the word “webmarketing” in the USA and in English language and here are all the possibilities:


Duplicated content is an obsessive fear of any SEO manager. Siteliner finds all duplicate content on your website. Fill in your URL and the application will give you an overview of what is duplicated within your site and your links. You can access the details to get more information.


Like Siteliner, Copyscape detects duplicate content but outside your blog. It informs you of any plagiarism of your content on other sites.

Google Webmaster Tool

This application gives you feedback on your SEO by providing data, tools and diagnostics. It helps you comply with Google’s rules. However, this tool does not provide you with a complete and detailed view of your performance. How can you be sure that your best product pages are easily indexed by Google and that they meet all the important factors for good positioning?

Google Keyword Planner

This tool can be a very good partner for your Adwords strategy or simply to know which keywords the Internet users are looking for. Google offers data about monthly search volume, competition, suggested terms, etc.

QuickSprout Website Analyser

This very understandable and intuitive tool offers an overview of your SEO: speed, tags, keywords, social signal, links and even a benchmark of your competitors.

Moz Toolbar

The Moz Bar is a browser extension that provides important SEO metrics on the search engine performance of all the pages you visit such as domain authority, page authority and more.