Being found.
WHAT SEARCH ENGINES READ
The text around the video The title and description A transcript, if provided
WHAT THEY DO NOT READ
The video itself, in any detail.
WHAT THAT MEANS
A page with only a video ranks for nothing.
WHAT TO PROVIDE
A written summary or transcript on the page A descriptive title A useful description
FOR THE PLATFORM
Titles and descriptions matter there too.
Video platforms are themselves search engines.
WHAT TO INCLUDE
What the video covers, in the words people search.
WHAT TO ADD TO YOUR PAGE
The video, plus text covering the same ground.
Both audiences are served.
FOR PRODUCT VIDEO
Alongside the product description, not instead of it.
WHAT NOT TO DO
Replace written content with video Publish video with no context
WHAT TO MEASURE
Whether pages with video attract and convert better.
