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July 10, 2017 No Comments

Complete Guide for Video Metadata Optimization

Posted by:patonmarketing onJuly 10, 2017

Everyone is on YouTube, Vimeo or Dailymotion, but getting viewers to your video is quite tricky. Sure, there are a lot of users which can see your video, but if you don’t know how to optimize it for the search function, you’ll likely never see a huge surge in views. Optimization is the process of making your video attractive to crawlers (the algorithms that determine the search ranks) and you’ll need to know what you are doing.

Metadata optimization is one of the most important things you’ll need to get done right. Luckily, it’s quite straightforward and simple, so you won’t have to go into weird technical jargon. Metadata, a term that may sound incomprehensible, can be translated as “information about itself”, or, in this context, information about the video itself. It refers to a video’s title, tags and description. As long as you focus on these three important aspects, your video metadata optimization process is good. Let’s see how to deal with each of them:

1. The video title

This is the first thing people come into contact with, and it has to be perfect. Would you click your video if you saw just its title? Would it catch your eye in a list of results? Does it make you curious? A video title must make viewers want to click it and learn what’s it about. Here’s how you can do it:

  • be accurate, but descriptive – your title must be precise, reflect the reality, but also be descriptive, all in just a few words; don’t use clickbait (false titles to attract viewers), as your video can get flagged and you will lose credibility;
  • use attractive keywords – great titles use big words to tell big stories; try to find relevant keywords that immediately attract people; you can also go for catchy buzzwords, idioms, or phrases;
  • include numbering – if you have channel with multiple episodes or daily/weekly blogs, include the numbering in the tiles; this will help crawlers find a relationship between your other videos and suggest the new video to more potential viewers;

2. Have a great description

Descriptions can be very varied – you could only write one phrase or you could write an essay on your new video. Keep in mind, however that 99 percent of viewers only care about the first few lines of your description, located just above the fold. The same goes with crawlers: having a wordy description doesn’t mean you’ll get the front seat in the SERPs. Similarly, writing just a few words will look unprofessional. Try to use short, concise phrases which explain what the video is about, its general story and what can viewers expect to learn. YouTube, for instance, recommends to have a template description for all your videos to create consistency in your channel. Here are some tips you can try:

  • include two or three introductory sentences
  • describe your channel and include a link to your website/channel
  • ask users to subscribe
  • include links to other relevant videos.

3. Include relevant tags

Tags are keywords you include when uploading your video and help viewers and crawlers find your video. There are standard tags which you can use, but you can also create tags of your own. For instance, a video on the FIFA World Cup Final may include tags like “soccer”, “goal” or “sport”. Here are some tips on hot to use tags:

  • include a mix of general and specific tags
  • include numerous tags to describe your video more accurately
  • order tags in order of relevance
  • update tags with new trends or buzzwords

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