Videos can be a great addition to your website, but if you want Google to appreciate those pages you’ll want to add some other content to support the videos.
For more, check out the full post on Search Engine Roundtable.
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Most websites feature some video content on them in some way or another, and that’s generally a good thing. Users are consuming more and more video every year, and it can be a great medium to help communicate your message.
However, it’s not as simple as just putting a video on a page and pressing “publish”; you need some content around the video to help support it.
In a recent Google Webmaster Central hangout, Google’s John Mueller offered quite a bit of advice about this. He said, in part:
“I think, in general, I would be cautious about using just a video as a primary piece of content on a web page. You should work to use the video in a way that supports your primary content, but not that it replaces your primary content.”
“So, for example, I wouldn’t take any of these videos and just put them on a blog post, and add a title to them, and expect them to show up highly in search.”
“But if you have specific content around that video. If you have a transcription of that video, and you add some comments to that transcription to the content that is shown with the video. Where you’re using that video as kind of a point of reference with regards to your content. Then I think that’s a perfectly fine approach.”
“But just purely using a video on a page is something that, at least from a web search point of view, makes it really hard for us to determine what is actually useful on this page, and why should we show it in the search results.”
So, to Google’s point, the video you publish on your site probably exists elsewhere already. You need convince Google that the video on your site is a great addition to the other content and that it’s something valuable for users to see. If you can’t, then that page likely will never rank very high.