When developing your video SEO strategy targeted to a certain location, the steps for optimizing video content are similar to those for written content and images.
With any content strategy your main focus should always be to create content that is:
Relevant to your target audience
Think about who will be watching the video, the context of how (mobile vs desktop) and where they will be watching it and what video style and length will keep their attention. The audience will decide quickly if they deem your content as shareable based on these factors.
Once you have produced a shareable video that checks all of these boxes, then start the process of optimizing it for search.
Remember, not everyone makes a decision based on watching video content, including Google. A study was done by the Economist Group in 2015 highlights the fact that executives make business decisions by reading the text then by watching a video.
“85% of those surveyed prefer text-based articles, while only 5% polled find a video to be useful for helping to make business decisions. The majority (78%) of executives surveyed prefer to browse content on their laptop or desktop computers, with only 7% reporting a preference for smartphone consumption.”
By including the written transcript on your video page, performing technical SEO enhancements and including local SEO information you are in a good position to position your video high in local search.
To break it down even further, here are the specific tasks you need to perform in order to search engine optimize your videos for local search.
12 Tips to Generate Sales and Leads from SEO Optimizing your Videos for Local Search
1. Match relevant keywords to user intent.
Do your standard keyword research and scan search results to see where videos show up the most for various keyword topics
2. Make shareable content
Back to the point about creating relevant and quality content, if you wouldn’t share it, neither with Search Engines
3. Avoid 404 errors and duplicate content
Google will punish your site if too many of your videos have these issues over an extended period of time
4. Make sure your domain is using https
All of your pages should be https including video
5. Add a transcript of the video to your webpage.
You can copy the whole transcript or develop highlights if the video is really long
6. Make the thumbnail stand out
Create a custom one if you can’t find a good one in the video
7. Create Schema Markup
Add schema markup for the title, description, thumbnail, and either embed- or content-URL for each video
8. Include NAP (Name Address Phone Number) in your video content
Use both audio and text
9. Create a video sitemap
Include the video title, thumbnail, description, play page URL, and raw video file URL. The information should be identical to what is on your site
10. Allow embedding of your video
The more places it resides the more people have access to it
11. Host the video to your own domain
Keep search engine traffic on your site but post on YouTube and other social media sites to expand reach.
12. Add Metadata about the video
Data includes a title which can include location (55 characters or less), description(155 characters or less), length and file name (relevant name).