Post by Erik Bergstrom, SEO Specialist

Brands have the ability to optimize videos and even rich media, to an extent, by utilizing best practices for video optimizations including markup and video site maps, as well as ensuring rich media includes the proper primary and secondary keywords.

YouTube Optimization

We recommend the following best practices regarding video optimization on YouTube:

  • Optimize the title with relevant keywords: This will appear as the <TITLE> tag in a search engine results page (SERP)
  • Optimize the video description with relevant keywords: A video description adds crawlable text to a page, helpful for search engines that rely on the text surrounding a video to understand its content
  • Include a link to the brand’s website in the video description, such as a link to the video onsite or a relevant product page
  • Make a video transcript available: Transcripts contain the text of what was said in a video. Making this content available in text format allows search engines to crawl it and index the video for relevant queries.
  • Align videos in related playlists or channels

Onsite Video Optimization

Embedding only one video on each URL allows all the content on the page to be optimized for the content in the video, which search engines cannot crawl. The <TITLE> tag, <H1> tag, META description and body copy are all basic elements of on-page optimization and are key to optimizing videos for search engines. Markup is an HTML markup language used for defining on-page content for search engines. Schema is an incredibly useful way to optimize for items that search engines cannot crawl, such as videos. In order to successfully implement Schema, brands should fully introduce the video on the page with on-page content. A title, header, description, body copy and other visible data (for users, not just crawlers) can all be used with Schema markup.

Video XML Site Map

Much like an XML site map, which indexes all pages in an easy-to-read file, a video site map serves the same purpose. Video site maps provide search engines with an index of all videos and information pertaining to each video on a site. The video XML site map is where you can add META information about your videos that search engines can easily read. It should be listed and linked to from the robots.txt file.

Rich Media Optimizations

Rich media can come in the form of interactive infographics run with JavaScript. Without rebuilding the infographic, there isn’t much that can be done in terms of improving this content for organic search purposes outside of a few general strategies. Because Google still claims to have a hard time crawling JavaScript, these assets are not being seen by Google.

Search engines are not able to read this infographic even if it’s the most important piece of content on the page. The best way to draw in users is to provide the same content in the HTML as well as JavaScript. This can come in the form of body copy tastefully placed on the page summarizing the same idea behind the infographic. This tactic will allow search engines to read this content and rank the page appropriately in the SERP.

Another basic strategy to help improve rankings for uncrawlable content is to ensure the primary and secondary keywords are included in the titles of the infographic as long as those titles are aligned with the HTML.


Onsite video optimization is best accomplished when each video receives its own URL with text, a <TITLE> tag, <H1> tag, META description, and body copy all describing the video’s content. Using markup and video XML sitemaps, search engines will have a better understanding of the video’s context.

Each video should receive a keyword-optimized title and description, both of which describe the video to search engines and appear within the SERP as the <TITLE> tag and META description respectively.

And rich media, when created mainly through JavaScript, leaves little optimizations to be made. However, in-lining body copy summarizing the content found in the rich media can provide an optimal workaround to help search engines properly read the page. Including the primary and secondary keywords within the titles are another great way to have your rich media rank well in the SERPs.

To learn more about multimedia optimizations, contact Performics today.

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