How can you better use your video Media Data and Intelligence to optimize search, engagement and discovery?…
In the second part of our “Media Intelligence Toolkit” blog series, we will dive into metadata and advanced metadata that make up a large part of media intelligence.
The Media Intelligence Toolkit: Metadata
Generating complete advanced metadata is a specialty of a few companies. Transcripts can be obtained using a variety of services, but the rest of your video’s advanced metadata needs to be provided by a specialized company.
Step 1: Obtaining Transcripts
There are various ways to obtain transcripts for your video, including automated services, human transcriptionists, and hybrid services. For the best return on investment, we recommend using a media data provider that uses a hybrid machine-human approach. This enables transcripts to be generated quickly, but with human-level accuracy.
The higher the quality of the transcripts, the more reliable and exact your keyword and search data will be, and again, the lower your costs will be in the long run. Just like it’s in your best interest to have blog posts error-free and optimized for SEO, it’s in your best interest to have search engines crawl the most accurate rendering of your video.
Step 2: Incorporating Transcripts
To upload the transcripts to your video, transcripts should be pasted directly into the description section of the video, or into the HTML of each of the web pages where your videos are hosted. Make sure to take the time to format the transcript according to a standard hierarchy that you would any page. For instance, include Title, H2, bullets, and other organizational page elements that effectively communicate to a search engine that your content is important.
Without applying these page elements, you may be adversely affecting your SEO ranking. Careful not to hide content either, as that will be picked up on by search engines and your SEO ranking will be negatively affected.
Step 3: The Rest, Topics, Keywords, Subjects, Adwords
Getting complete and high-quality advanced metadata is not easy, but cielo24 can provide you with advanced metadata according to your needs. In some instances, clients may only need basic metadata, but in most cases, you will need much more, including captions and transcripts. To be fully prepared for the future of SEO, companies should begin to consider using media intelligence, beyond just captions and transcripts.
1. Asynchronous Content
2. JSON-LD Media Intelligence
The really rewarding news here: the instructions are straightforward. However, you may still want to put your webmaster in charge of implementing your advanced metadata. The only thing you want to avoid is doing nothing at all.
Instructions to implement JSON-LD:
- Visit https://developers.google.com/structured-data/rich-snippets/videos to get instructions. Scroll down and copy the code under the ‘JSON_LD’ tab and paste it onto a text editor, and update the default information with your own.
- Once updated, insert the code into the head section of your page.
3. Video Sitemaps
Another way to optimize and best use rich advanced metadata is through the Google Webmaster Tools Video Sitemap. The Video Sitemap is a way to provide Google necessary metadata about your video. This format serves as another method to implement rich video snippets.
Instructions to implement:
- Visit https://developers.google.com/webmasters/videosearch/sitemaps, scroll down, and copy the code.
- Open up a text editor on your computer and paste the code there.
- Replace the default data with data from one of your own pages/videos
- To add more pages/videos, add new tags (and all subtags)
- When finished, save the file as video-sitemap.xml.
- Upload to Google Webmaster Tools (Crawl –> Sitemaps –> Add/Test Sitemap)
The exciting news is that while SEO has proven to be a challenge, improved methods of optimizing content and videos are possible through advanced metadata applications. You can find even more in-depth information on video tactics here.
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