11 Tips to Optimize Your Law Firm’s Video SEO

 

Video has become a crucial part of any integrated digital strategy. In fact, 86% of marketers agree that video is one of the most effective ways to grab attention online, and it’s quickly becoming a top method for potential clients to gather information. But how do you ensure your video gets found in the first place? That’s where video SEO comes in. Many marketers aren’t sure where to start, so I recommend following my 11 quick tips to help your law firm’s videos gain more visibility.

What Is Video SEO?

Video SEO is simply the process of optimizing your firm’s videos to ensure they can be found online through search engines. There are several strategies I suggest you use to help your videos rank, and I’ll break them down below.

1. Host on a Third-party Platform

While hosting your own video content might sound appealing, I’ve found it can be resource-intensive and not always worth the hassle. Instead, I recommend using a third-party platform.

YouTube is the most popular and widely used option (and it’s free). Other free platforms, like Dailymotion or Vimeo, work well too. If you’re an experienced content creator and need advanced features, consider paid options like Brightcove or Dacast. Once you’ve chosen your hosting platform, you can dive into specific SEO tactics.

2. Optimize Key Presentation Elements

Once your video is uploaded, take the time to customize its key elements. This can help your video gain more views and improve its SEO.

• Thumbnail Image: Choose a clear and attention-grabbing image that communicates the video’s content.
• Title: I recommend creating a concise title that reflects the main points of the video and includes researched keywords.
• Description: Use this space to give context. Include a question the video answers or a summary of the content while integrating keywords naturally.
• CTA: Always add a compelling call-to-action at the end of your video to encourage engagement.

3. Improve Your Transcript With Keywords

Including a transcript for your video is one of my favorite ways to boost SEO. Transcripts allow search engines to index every word spoken in your video, which helps improve its visibility.

I suggest creating transcripts manually for accuracy or using reliable speech recognition software. Be sure to include relevant keywords naturally within the text.

4. Embed Videos on Your Website

To make your videos more accessible, I recommend embedding them directly on your site. This not only provides a seamless user experience, but also consolidates view data for better reporting.

 

5. Pay Attention to Metrics

Every video hosting platform offers analytics, and I suggest using these insights to refine your strategy. Watch time is particularly important—videos that hold viewers’ attention from start to finish tend to rank higher in search results. Keep an eye on where your audience is coming from and how they’re engaging with your content.

6. Optimize Alt Text

If you upload videos to your website, make sure to include relevant keywords in the alt text. I always emphasize this step because it boosts accessibility while improving SEO. Google prioritizes videos with alt text, making this a win-win.

7. Include a Unique Thumbnail

Unique, eye-catching thumbnails are proven to get more clicks. I recommend creating thumbnails that are both visually appealing and clearly convey what the video is about. More clicks signal to search engines that your content is authoritative.

 

8. Don’t Embed in Multiple Places

Avoid embedding the same video on multiple pages. From my experience, this can cause your video to compete against itself in search results, which could hurt its performance.

9. Don’t Rely Solely on Search for Promotion

While SEO is important, I suggest taking a proactive approach by promoting your video on social media, through email marketing, or on other platforms. Driving clicks from these channels helps show Google that your video is relevant and engaging.

10. Have an Optimized Title and Description

For videos on platforms like YouTube, I always recommend including keywords in both the title and description. These elements help search engines categorize your content and make it more discoverable.

11. Leverage Schema Markup for Videos

Adding schema markup is a powerful way to enhance your video SEO. Structured data helps search engines better understand your video, increasing its chances of appearing in rich results.

To get started:

• Add Metadata: Include details like the video title, description, upload date, and duration.
• Specify the Thumbnail URL: Ensure the thumbnail URL is included in the markup.
• Provide a Content URL: Link directly to the video file or its hosting platform.
• Embed Player Information: If your video is embedded, include player details in the markup.

Implementing schema markup can give your videos a significant edge in visibility.

Takeaway

Different types of video content require tailored SEO tactics to out-rank competitors. I suggest using these tips to boost your video’s visibility, but don’t forget to actively promote them as well.

If you’re looking to combine video marketing with effective SEO strategies, I’m here to help. Contact us today for a free consultation!

This post has been edited and republished from April 25, 2023.