Media SEO

Media SEO is a powerful tool for your business, and here at Wistia we've got it fully covered. Learn more about Wistia and media SEO here.

Media SEO is the practice of providing the metadata ("information") for your content to search engines to improve the richness of search results (i.e. “rich snippets”). This, in turn, drives more visits to your website. Wistia puts this video metadata on your page by injecting JSON-LD into your webpage’s header. As a part of your marketing efforts, following the proper metadata and general SEO conventions will help to improve your video’s presence on search engines.

How can Wistia help with your media SEO?

Getting Started

To get those sweet SEO benefits, all you’ll need to do is use the Standard embed code type on your website. Seriously, it’s that easy.

Wistia does all of the hard work for you. The JSON-LD file is automatically injected into the head of your website once your page is live. We handle all of the tricky stuff. No sitemaps, no extra coding, just copy, paste, and rock out. 🤘

What is Media SEO?

Confused about what media SEO is? Don’t worry! We’ve got you covered.

Media SEO is the process of adding metadata to your website so that a search engine can better read what’s on your page. The media’s metadata in the JSON-LD file will tell search engines things like:

  • the media title
  • the media description
  • the length of the media
  • the media transcript (if available)
  • and the media thumbnail

Wistia’s SEO functionality automatically includes this metadata in your website to optimize your site for search engine indexing. Using recommended markup makes it easier for Google to discover and index your content. Follow these steps to make your video SEO game top notch.

On-Page Markup for Media SEO

When search engines, like Google, crawl a page on your website, they can only identify and index a media properly if the page includes the right video markup. Google has extensive technical documentation about adding that markup (if you’re feeling like a light read), but you don’t need to worry about it! Wistia’s Standard embeds automatically put that markup on the page for you.

When you add a Standard Wistia embed on a page, we’ll inject the following markup in the <head> section for search engines to find:

  • Name: The title of your media, which you can set on the media’s page in your account.
  • Description: A brief description of the media’s content. It’s important to write a description for each media, which you can do from the media’s page in your account.
  • Transcripts: Your media’s transcript is automatically formatted as metadata to let search engines see that your media has captions.
  • Thumbnail URL: The URL of the image search engines will use if they choose to display a preview of your media in the search results. Wistia’s got you covered on this front!
  • Embed URL: A URL pointing to a player for a specific media.
  • Duration: The length of your media.
  • Upload Date: When the media was uploaded to Wistia.

These are all of the “Required” and “Recommended” properties listed on Google’s guide for video markup. As long as you fill out the Name and Description (and get yourself some captions, if you’re feeling so bold), Wistia’s got the rest covered. 👍

If you ever change that information in Wistia, it will automatically be updated on your website. Immediately! There’s no need to re-embed your media.

Tip
You can use Google’s Structured Data Testing Tool to verify that Google is able to see your media and its metadata. If everything is working properly, you’ll see that Google finds a VideoObject on the page.

For even more information on embedding, check out the embedding guide.

Can I See an Example?

Yes you can!

Here’s an example for the media right on this page! If you’re feeling extra exploratory, you can check this out live by inspecting the <head> code of the current page (you’ll want to make sure you expand the <head element to see the <script type="application/ld+json"> script).

"@context":"http://schema.org/","@id":"https://fast.wistia.net/embed/iframe/o2rli0hmq2","@type":"VideoObject","duration":"PT1M42S","name":"Wistia Video SEO","thumbnailUrl":"https://embed-ssl.wistia.com/deliveries/702fbe1279c66aa8b60fb0b2db60ddfb949099d3.jpg?image_crop_resized=960x540","embedUrl":"https://fast.wistia.net/embed/iframe/o2rli0hmq2","uploadDate":"2016-02-11","transcript":"[MUSIC PLAYING]\n\nWe've included all\nthe SEO functionality\n\ninto our existing embed codes\nthrough the power of JSON-LD.\n\nWhat's JSON-LD, might you ask?\n\nJSON-LD is structured,\ncanonical data\n\nrepresenting a resource which\ncan be dynamically injected\n\ninto your page at runtime.\n\nSo, what you're saying is,\nwe provide the same code\n\nwe had before, but it's in\nthe head of the page rather\n\nthan the body.\n\nYep.\n\nAnd it all works with\nasynchronous JavaScript, which\n\nmeans it's super fast,\nand it won't slow down\n\nyour page's load time.\n\nGoogle loves fast websites, so\nthis performance improvement\n\nis good for SEO, too.\n\nHead to your Embed page.\n\nCopy a standard embed code,\nand paste it on your site.\n\nHere's a tip to see if your\nvideo is being indexed.\n\nHead to Google.com/video and\ntype in the URL of the page\n\nwhere your video is embedded.\n\nIf the page comes up\nwith a video thumbnail,\n\nthen hey, cool!\n\nIt worked.\n\nBut, if it doesn't happen\nimmediately, don't panic.\n\nIt can sometimes take a\nfew weeks to appear there.\n\nWhile the newest embed will\nensure your video gets indexed,\n\nit doesn't always\nmean your page will\n\nrank with the video snippet\nin Google's universal search.\n\nThat comes down to a\nwhole bunch of domain-\n\nand page-level factors,\nincluding the authority\n\nof the site, how prominent\nthe video is on the page,\n\nand whether Google thinks the\nsearch results should contain\n\nvideo results.\n\nAnd, if you don't\nwant your videos\n\nappearing in search\nresults, you're\n\nstill all good with\nthese new embed codes.\n\nThe new markup will\nonly take effect\n\non pages open to\nGoogle's searchbots.\n\nIn other words, it won't appear\nwhen there is a meta noindex\n\ntag in the head of the page or\nif there is a robots.txt block\n\npresent.\n\nSo, that's it.\n\nEverything just works.\n\nIt's not in the head,\nit's in the body.\n\n[LAUGHTER]","description":"Brendan, Max, and Jeff explain Wistia's video SEO functionality."

Managing Your Metadata

The metadata for your video is pulled from the Wistia media page. So make sure you update the title and descriptions for all of your medias after upload.

Title

The title should be relevant for the media. Make sure it’s short and sweet. Don’t try too hard to make it wordy, or shove too many keywords into it. Just focus on appropriately naming the media for a viewer’s experience.

Description

Be as descriptive as possible, but again don’t go overboard with keywords. Make the description useful for viewers, not for bots.

Transcripts

If your media has captions you can leverage that information to help your media get indexed with optimal context. If you want to see how you can add captions to your media, our Captions help page will show you how!

How Can I See What My Metadata Will Look Like?

Easy peasy! Our Embed & Share modal includes a dropdown menu that lets you look at all of that sweet SEO data. It’s easier than ever to see the same information that search engines are reading to help them rank your page.

From your media page, select Embed & Share. From the Inline Embed tab, scroll down. There you’ll see an option for SEO Metadata. Click the carrot next to the “Inject video metadata … ” option to see all of that metadata glory.

Optimizing After Indexing

The goal of SEO is to drive more traffic to your website. Optimizing your media content for search engines means that your pages will show up in media-specific search results, thus driving more traffic to your site.

When a searcher clicks the media still in results, they will be taken to your website, which is a major advantage over YouTube SEO.

We recommend keeping a close eye on your traffic during the SEO indexing process — see if you notice an uptick after your media content is indexed. From that baseline data, you can experiment with changes to improve incoming traffic.

First, make sure you have related content on your page so that search engines have context surrounding the media. If you notice an increase in traffic from specific searches, add more content for those visitors.

Second, the thing that drives folks to click on the media is the thumbnail! Choose a thumbnail that looks attractive for the topic at hand.

Channel SEO

Wistia Channels create new pages for each media, using query parameters to stipulate unique URLs for each one. Every page includes the same Schema.org structured data as a Wistia standalone media embed, injected via JSON+LD.

These pages are all readable by Google, and the relevant metadata is injected, insuring the pages can appear in search with medias snippets. The transcripts are also included on the page, to ensure there is unique, machine readable copy as well, which will enable you to rank for more queries with these pages.

Media SEO FAQ

Media SEO is tough but valuable. Customers have asked us lots of questions about using our media SEO tool for their video. We’ll attempt to compile them here.

I thought only YouTube got indexed on Google search results? Should I have my media on both platforms?

Google has continued to support an open market, indexing medias that follow their SEO guidelines, regardless of where they are hosted.

If the most important metric for your media is views, YouTube is a great place for them. If your goal is to encourage a conversion event, like a sign-up, subscription, or a share, then you want to drive viewers to your site to watch your media. That is where video SEO can be a valuable tool.

It’s been several days, when can I expect to see my media ranked in SERPs?

It can take up to 2 weeks for Google to index new content.

Because Google can be a bit of a black box sometimes, it’s not possible to determine exactly when new content will be indexed for media results. In our experience, a waiting period of 10–15 days is not uncommon.

If you have been waiting for a considerable amount of time, double-check the list of possibly bad practices below, to make sure your content doesn’t fall into one of the areas of content that Google doesn’t index reliably.

What can prevent medias from being added to Google search results?

There are a few practices that we have seen prevent indexing.

  • Redirects are a tricky practice, and more often than not, they seem to cause failures. Google might not follow the redirect when crawling, or the redirects might be set up incorrectly.
  • Disallowing content in the robots.txt file would result in everything appearing “successful,” but your content never appears in search results. Double-check that any “disallow” blocks in your robots.txt file do not point to content you want indexed.
  • Putting media farther down the page can have a negative effect on the content. Where possible, make sure your medias are embedded at a good viewing size (at least 600px wide) and near the top of the page.

More questions? Just want to talk about SEO? Give us a shout. We’ll be happy to talk more!