SEO and Video Marketing : How to optimise your videos for search engines

SEO and Video Marketing: An Overview

Optimising your videos for search engines, also known as video SEO, is an essential strategy for attracting qualified traffic to your website. Like Google, YouTube is also a search engine, second only to Google. As video SEO is still largely underused, it represents a real opportunity to stand out and reach your target audience.

What is video SEO?

Video SEO is the process of optimising your videos so that they are more easily found by search engines. This involves a number of aspects, such as researching and using appropriate keywords, creating an attractive title and informative description, adding subtitles and using relevant tags.

Importance of video SEO in marketing

Thanks to the development of technology and easy access to the Internet, watching videos online has become a common activity for many Internet users. Videos offer an attractive and effective way of sharing information, getting a message across and promoting products or services. What's more, search engines favour videos in their search results, further amplifying the importance of video SEO to your digital marketing strategy.

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Research and harmonisation of video keywords

All referencing work, whether textual or audiovisual, begins with a detailed study of the request.
However, the search logic around video introduces some major nuances: queries are often more conversational ("how to...", "tutorial...") and, above all, more charged with the intention of discovery or rapid learning.
In 2023, YouTube revealed that 65 % of queries containing the word "how to" are followed by a click on a video lasting less than six minutes.
This statistic shows that it's not enough to model a text-based keyword plan on the video universe; you really need to sound out the exact needs of Internet users in a visual and auditory context.

Identify search terms on YouTube, Google and social platforms

The classic reflex is to open the Google Ads keyword planning tool, but the queries typed into the Google field do not always correspond to those typed into the YouTube or TikTok search bar.
For a more complete view :

- Autocomplete YouTube: type in your subject, note the suggestions.
- Google Trends - "YouTube Search" tab: spot the seasonality.
- AnswerThePublic: view long-tail questions, which are often better suited to video formats.
- TikTok Creative Center: even if your video is not published there, the tool provides emerging expressions that are likely to become video queries on Google.
- SparkToro: identify influential podcasts and channels, then derive their dominant keywords.

Auditing the SERP and identifying intentions

Search for your keyword in Google, activate the "Videos" tab, then look at: average length, title structure, chapters, location of the keyword in the thumbnail.
The aim is to produce content that is slightly longer or shorter than average, but always more relevant, and to bring in a fresh angle.
For example, the query "make a compost in your flat" mainly displays nine-minute videos, with classic descriptive titles.
The media company Brut shook up this SERP by publishing a 3 min 40 min capsule, with rhythm and subtitles, which won the first place. position 1 thanks to a vertical format replicated on YouTube Shorts and Discover.

Optimisation of title, description and video tags

The title - description - tags triptych remains the backbone of video SEO.
Even if the YouTube algorithm relies heavily on behavioural signals (watch time, engagement), it must first understand the subject.
The more clear textual clues you provide, the greater your chances of matching the query.

The art of positioning the main keyword at the beginning of the title

Backlinko's analyses of 1.3 million videos show a clear correlation between positioning and the presence of the keyword at the beginning of the title.
For example, the GoPro channel doesn't just offer Snowboarding in 4K, but 4K Snowboarding POV - GoPro HERO11.
The technological promise (4K) + the keyword ("snowboarding") + the brand form a powerful cocktail.
In a Google SERP, the first 60 characters are displayed; aim for 55 to avoid truncation.

Construct a 300- to 500-word description that tells a story

Descriptions of over 200 words generate 2.2 times more visits from YouTube suggestions (source: Tubebuddy).
Include :
1. A 2-line synopsis (call to action, value).
2. A narrative paragraph: why this tutorial, what expertise?
3. Timestamps (chapters): YouTube uses these anchors to serve up "key moments" in Google.
4. Internal links (playlist, blog, newsletter).
5. Hashtags: limit yourself to 3, placed at the end of the description.

Tags: still useful, but secondary

Since 2021, YouTube has declared that tags "play a minor role, but they are still invaluable in the event of spelling mistakes or synonyms.
Tip: copy the first 5 tags from a competing video (by viewing the source code or using TubeRanker tools) and add 5 unexploited long tail variants.
Example: if the target keyword is "run a half marathon", include "21k training plan", "how to run a half marathon" and the local version ("semi-marathon paris").

Transcriptions, subtitles and accessibility

Text hidden in an .srt file or added manually becomes a powerful SEO asset.
The algorithm can analyse the audio track, but nothing can match the clarity of a supplied transcription.
According to Rev.com, subtitled videos generate on average +12 % of watch time and +15 % of social sharing.
From an inclusive point of view, you make your content accessible to the hearing impaired, not to mention better crawling and indexing by Google.

Automate without losing precision

- YouTube offers automatic subtitles; correct them manually, as the error rate is around 15 %.
- Services such as Descript or Happy Scribe speed up proofreading.
- Export a .vtt or .srt file and upload it.
Result: Google can offer an exact text extract via the "seek to video" function, improving visibility in Featured Snippet.

Hosting: YouTube, Vimeo or self-hosting?

Choosing the right platform will influence your videos' ability to rank in Google.
YouTube - owned by Google - remains the most indexable solution: 94 % of video results in Google come from YouTube (SISTRIX 2022 study).
However, some business models (paid training, niche B2B) prefer Wistia or Vimeo in order to control data and monetisation.

SEO benefits of YouTube :
- Almost instantaneous indexing.
- Optimal CDN infrastructure.
- Large user base, algorithmic recommendation possibilities.

Self-hosting (or Wistia) benefits :
- Traffic control: visitors stay on your domain.
- You can implement the schema.org VideoObject directly in the head of your page, without relying on YouTube metadata.
- Advanced tracking (heatmaps, lead identification).

Case study: SaaS start-up Notion has opted for YouTube for its free tutorials (acquisition) and Wistia for advanced training reserved for customers (retention).
It captures traffic via YouTube, then redirects it to private resources, maximising SEO value without sacrificing data.

Structured data: schema.org/VideoObject

For videos embedded on your own site, implementing the VideoObject tag is essential.
It displays a rich snippet with thumbnail, duration and sometimes chapters in Google.
Don't forget the attributes:
- name (title)
- description
- thumbnailUrl
- uploadDate
- contentUrl or embedUrl
- duration (ISO 8601)
- potentialAction: WatchAction for a direct CTA in the SERP.

Searchmetrics study: pages with VideoObject get an average click-through rate of 6.2 %, compared with 4.4 % without tagging.
The Moz agency tested an article entitled "Beginner's Guide to Link Building: +23 % of organic traffic in 60 days after implementation, mainly thanks to the rich video snippet.

Technical performance: weight, formats and mobile-first

A video that is slow to load collapses in the SERPs, especially since the deployment of Core Web Vitals (Largest Contentful Paint, Cumulative Layout Shift, etc.).
Checklist :
- Encode in H.264 or H.265; stream WebM for Chrome/Firefox.
- Deactivate autoplay on mobile phones; it is penalised by data consumption.
- Player lazy-loading: loads the script only on scroll.
- Dedicated CDN (Cloudflare Stream, AWS CloudFront).
In 2022, e-commerce Boulanger gained 0.4 s on its LCP after fixing the height of the video container and compressing the thumbnails, which improved its ranking for robot hoover comparison.

Thumbnails and CTR optimisation

YouTube attributes an impact of 90 % to the thumbnail in the decision to click.
But CTR itself influences ranking: if your video exceeds the average CTR for a query, the algorithm tests it higher.
Design :
- Resolution 1280×720 (YouTube) or 1920×1080 for multi-platform use.
- Text < 7 words, thick font, high contrast. - Human face + gaze directed towards the action (gaze cue effect). Brands that excel: Tastemade (cooking), MrBeast (YouTube). Test via TubeBuddy A/B thumbnail; the Yoga With Adriene channel increased its CTR by 5.8 % by changing the plain background to a contrasting studio photo.

Behavioural signals: watch time, engagement and post-click satisfaction

YouTube and Google assess relevance beyond metadata.
Three KPIs:
1. Average View Duration (AVD)
2. Average Percentage Viewed (APV)
3. Return Viewer Rate
A famous explanation: when the Vox channel launched its Explained series, each 15-minute episode retained 60 % of APV - a high score.
YouTube gave them a boost, which led to them being picked up by Netflix.
Mechanisms to increase retention: hook pattern, editing rhythm, sound effects, insertion of cards to stimulate attention, end screens.

Integration into the content strategy and conversion tunnel

A video is not enough on its own.
High-performance video SEO is combined with a detailed blog article (to rank on longer queries), downloadable infographics (lead magnet) and email nurturing.
HubSpot has published an Instagram for Business guide:
- Step 1: 4-minute video on YouTube, keyword Instagram business tips.
- Stage 2: 2,000-word blog post, video embed + transcript.
- Step 3: CTA to an e-book.
Result: +30 % email subscriptions in 90 days and several #1 Google positions simultaneously (video + article).

Case study: Dollar Shave Club, Red Bull and Decathlon

Dollar Shave Club (2012): their video Our Blades Are F***ing Great was keyword optimised razor subscription.
Even though the viral aspect is paramount, the description contained 350 words full of LSI (cheap blades, men grooming).
Their SEO catchment area generated 12 % of sales in the first year, according to Michael Dubin, CEO.

Red Bull systematically creates evergreen clips entitled Ultimate Cliff Diving Moments.
The word cliff diving is strategically placed at the beginning of each track, and reused in playlists and tags.
On Google, typing cliff diving video brings up three Red Bull thumbnails on the first page - a monopoly reinforced by cross-publication on Dailymotion and their site, tagged with VideoObject.

Decathlon France has adopted a local SEO approach.
Keyword how to choose your kayak :
- Video 7 min, French subtitles, downloadable PDF transcript.
- Pagination blog /kayak/choisir.
- Integration into the Decathlon Coach app.
The video occupies position 0 (featured snippet) and sends 9,000 qualified visits per month to e-commerce.

Tools, reporting and key indicators

To manage your optimisation :
- YouTube Analytics: AVD, CTR, Impressions.
- Google Search Console: filter "video" in "Search appearance .
- VidIQ and TubeBuddy: tag suggestions, SEO score, A/B testing thumbnail.
- Ahrefs: explore the "Content Gap" tab with the include youtube.com filter.
- Screaming Frog + YouTube API: crawl your pages and check whether the VideoObject schema includes all the variables.
- Google Looker Studio: consolidate site + YouTube data to track conversions.

KPIs to monitor each month :
1. Organic video traffic (Google Analytics).
2. Video printing in Google (GSC).
3. Watch time total.
4. Leads or sales attributed to a page containing the video.
5. Share of voice on YouTube (positions vs. competitors).

Pre-publication checklist

1. Main keyword in the title (< 55 characters). 2. Description 300+ words with timestamps. 3. Tags: generic mix + long tail. 4. Customised thumbnail, short text, high resolution. 5. Verified subtitles (.srt). 6. Schema VideoObject (if hosted on your site). 7. Video compression, lazy-loading, CDN. 8. End screen + internal cards. 9. Cross-channel sharing (newsletter, social networks). 10. UTM configuration to measure ROI.

Future prospects: generative AI, interactive content and multimodal research

The next wave of video SEO is called multimodal search.
Google is already testing MUM (Multitask Unified Model), capable of understanding a mixture of images, text and video.
Optimisation will therefore involve providing even more metadata and interactive elements.
Start-ups such as Eko and Wirewax are making video clickable (hotspots), paving the way for new measures of engagement.
Generative AI, from D-ID or Synthesia, will make it easier to create local variants (French or Spanish voice-overs) without reshooting.
Think ahead: keep your scripts, subtitles and design assets organised so you can quickly re-train templates or adapt vertical/horizontal formats.

Action-oriented conclusion

Video optimisation is no longer the icing on the SEO cake; it has become a pillar of visibility in its own right.
By aligning specific keyword research, exhaustive metadata, a fluid user experience and a coherent content ecosystem, you have all the conditions in place to seize the opportunities of the video SERP.
Start by auditing three of your existing videos, implement the checklist above and measure over 30 days: even a gain of 1 % in CTR, multiplied by better watch time, will translate into a real lever for organic growth.

SEO (Search Engine Optimization) and video marketing are essential tools for optimizing the visibility of your online content. This article will explain how to better optimise your videos for search engines.

A. Understanding SEO for video marketing

SEO involves optimising content to improve its viability and ranking on search engines. Videos are no exception to this rule. By optimising your videos correctly, you can maximise their visibility and reach.

B. Choosing the right keywords

As with all online content, keywords play a crucial role in the visibility of your videos. Relevant searches can increase the visibility of your videos. Use keyword research tools to find the most appropriate ones for your content.

C. Using effective meta-descriptions

Meta descriptions are short descriptions of your content that appear in search results. A good meta-description can attract viewers' attention and encourage them to click on your video.

D. Optimise the titles and descriptions of your videos

Titles and descriptions play a major role in optimising your videos. A precise, descriptive title accompanied by an appropriate description can greatly improve the visibility of your content.

E. Use of appropriate tags and categories

Tags and categories help search engines to understand the content of your video. By using the right tags and categories, you can increase the visibility of your video.

F. Add transcripts to your videos

Adding a transcription to your videos can help improve their search engine ranking. It allows search engines to better understand the content of your videos.

G. Public engagement

Comments, "likes" and shares are indicators of engagement that can improve the ranking of your videos in search results. Encourage your audience to engage with your videos.

By following these steps, you can effectively optimise your videos for search engines and increase their visibility and reach. SEO and video marketing go hand in hand, and a solid understanding of these concepts can greatly enhance your online success.

To find out more

1 "Video SEO: how to optimise your videos for Google search". - https://www.journaldunet.com/solutions/seo-referencement/1196496-video-seo-comment-optimiser-vos-videos-pour-la-recherche-google/

2. "How to optimise your videos for SEO? - https://www.seo.fr/nos-conseils-seo/optimiser-videos-seo

3. "Video SEO: best practices for referencing your videos" - https://www.1min30.com/video-marketing/seo-video-les-bonnes-pratiques-pour-referencer-vos-videos-15790

4. "Video marketing: 7 tips to improve your SEO" - https://www.webmarketing-com.com/2016/12/15/55929-marketing-video-7-conseils-pour-ameliorer-votre-seo

5. "How to optimise the SEO of your YouTube videos? - https://siecledigital.fr/2016/03/25/comment-optimiser-la-seo-de-vos-videos-youtube/

6. "How to optimise your channel's YouTube referencing in 2021?" - https://www.lafabriquedunet.fr/blog/optimiser-referencement-chaine-youtube/

7. "7 techniques for optimising the SEO of your videos - https://www.webikeo.fr/blog/7-techniques-optimiser-seo-videos/

8. "Video SEO: 10 tips for optimising your video ranking" - https://www.powertrafic.fr/blog/video-seo-optimiser-referencement-video/

9. "Video SEO: how to optimise your videos for Google" - https://www.frenchweb.fr/seo-video-comment-optimiser-le-referencement-de-vos-videos-sur-google/209600

10 "Video SEO: how to reference a video well" - https://dml-factory.fr/blog-1/2020/10/29/vido-seo-comment-bien-rfrencer-une-vido

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