Video SEO

Article author
Matt Hanan
  • Updated

Of the billions of Google searches done every day, over 70% of users prefer video results.


Each Creatable Page on your website becomes a video search result on Google. Without Creatable Pages, you are not providing Google with the User Experience it demands.

Per Google, Video Best Practices:

Create a great user experience on your video pages

In addition to having great video, you should think about the design of the HTML pages around your content. For example, consider the following:

  • Create a standalone landing page for each video, where you can gather all its related information. If you do this, be sure to provide unique information—such as descriptive titles and captions—on each page.
  • Make it as easy as possible for users to find and play the videos on each landing page. The presence of a prominent, embedded video player using widely supported video formats can make your videos more attractive to users and easier for Google to index.

Small, hidden, or difficult to find videos

Make sure that your videos are visible and easy to find on your video pages. Google suggests using a standalone page for each video with a descriptive title or description unique to each individual video. Videos should be prominent on the page and should not be hidden or difficult to find.

Anatomy of a Creatable Page

The below diagram illustrates the components of a Creatable Page as it contributes to SEO. Each of these components can be customized using the available SEO data fields from within the Creatable Dashboard, to optimize for SERPs.



Video Sitemap Requirements:

  • Must have an updated video sitemap that is submitted to Google.
  • When including a video sitemap, you should include correct markup linking to the embedded player or media asset file.
  • Any changes to videos must be reflected in video sitemap updates.
  • Must make sure that robots.txt is not being used to block sitemap or access to any files.
  • Creatable will create and submit a video sitemap on your behalf and structure the markup to maximize the SEO value of your Creatable Pages in keeping with Google's published Video Best Practices.

Creatable Page Composition:

  • HTML Tag: <video>, <embed>, or <object>
  • Correct Video Schema Markup
  • Title HTML Tag: Title tag in the html <head> section of the page needs to be the same as video title for playback pages. In all other pages, title tag should be relevant to the page content.
  • Meta "Title" & "Description": Title & Description tag values needs to be the same as video title & description for all playback pages. In all other pages, title & description should be relevant to the page content.
  • Meta "Keywords": Keywords are displayed for a video by populating the "Tags" from within each video's detail page. It should populate the exact keywords that are present in the application and if it is empty the meta tag keyword should not populate.
  • <h1> Header Tag: Verify there are <h1> tags used on each page to emphasize the important content of that page. On playback pages, verify that it highlights the video title.
  • <h2> Header Tag: Verify there are <h2> tags used on each page to emphasize additional important content on that page.
  • Thumbnail: Provide a high quality Thumbnail Image. Creatable provides a wide selection of video thumbnail sizes, up to 1920x1080.
  • Transcript: Make Video Transcript accessible to web crawlers.
  • URL Canonicalization: Needs to be present on all playback pages regardless of url, if contains identical content, will need to have identical canonical URLs pointing to the same page.
  • Open Graph/Facebook Title Tag: Verify that the title of the content that has been shared on facebook is same as the og:title tag
  • Open Graph/Facebook URL Tag: Verify that the url of content that has been shared on facebook is same as the og:url tag
  • Open Graph/Facebook Type Tag: Verify that the type of content that has been shared on facebook is same as the og:type tag
  • Open Graph/Facebook Description Tag: Verify that the description of content that has been shared on facebook is same as the og:description tag
  • Open Graph/Facebook Image Tag: Verify that the image of content that has been shared on facebook is same as the og:image tag
  • Twitter Card Tag: Verify that the card of the content is validated on Twitter card validator
  • Twitter Title Tag: Verify that the url of the content that has been shared on twitter is same as the twitter:title tag
  • Twitter Description Tag: Verify that the description of content that has been shared on twitter is same as the twitter:description tag
  • Twitter URL Tag: Verify that the url of content that has been shared on twitter is same as the twitter:url tag
  • Twitter Image Tag: Verify that the image of content that has been shared on twitter is same as the twitter:image tag
  • URL SEO friendly: All URLs we have need to be SEO friendly; the URL should be easy to read and to understand, and should not hold confusing parameters. Unsafe characters should also be encoded.
  • Hyphens over Underscores: All words and phrases in URLs should use '-' as word separators and not '_'.
  • Title/Alt for Image Areas: Any <img> tags need to have a relevant alt attribute, if using background images, then the containing element should have a title attribute related to the content. Example: <img alt="{title}"> or <div title="{title}">
  • Inline CSS: No inline CSS should be present other than background properties.
  • HTML Compression / GZIP: Assets should be in compressed format.
  • Site Loading Speed: Not only does Google Crawler have very limited patience, users do as well. Googlebot actually only waits so long before moving on
  • JS Minification: All JS files that are loaded needs to be minified.
  • CSS Minification: All CSS files we have control over that are loaded needs to be minified.
  • Media Query Responsive: Verify that all page types passes the Mobile Friendly Test.
  • <a> tags to all items with unique pages (eg. videos): Verify all channel, feeds, and video cartridges are <a> tags with proper corresponding URL.
  • Correct HTTP Status Code - Success: Verify that any successful page load returns a status 200 on any given page.
  • Correct HTTP Status Code - Not Found: Verify that any page not found returns a status code of 404.

Required Video Schema:

  • Title: Title of the Video
  • Description: Description of the Video
  • Thumbnail: URL pointing to the video thumbnail image file
  • Content URL: URL pointing to the canonical video page
  • Embed URL: URL pointing to the video file
  • Upload Date: Date the video was first published (ISO 8601 format)
  • Duration: Duration of the video (ISO 8601 format)

Required Product Schema:

  • Title: Title of Matched Product(s)
  • Description: Description of Matched Product(s)
  • Price: Price of Matched Product(s)
  • SKU: SKU of Matched Product(s)
  • URL: URL pointing to Product Details Page of Matched Product(s)
  • Category: Full Tiered Category Listing of Matched Product(s)

Domain Considerations

The domain placement of your Hub may have varying impacts on SEO performance. The following are possible placements:

Sub-Folder (Recommended Best Practice) or or

Sub-Domain or or

Creatable recommends placement on a sub-folder, whereby tests have concluded that such placement would best leverage your existing domain authority, as well as fuel higher rankings from additional video coverage on the web.


Widgets, Non-Video Pages and SEO Considerations

The topic of how to handle widget and other embedded content on non-video pages is an important one. After extensive consideration, research and testing, Creatable has found that injecting video-specific markup on non-video pages is not necessarily a desirable practice.

The correct path to optimizing for SEO performance around video engagement on your site is to always direct Google to the actual canonical page on your site for such content that satisfies all of Google's recommendations. Product Pages, for example, are not Video Pages. While placing video content on Product Pages is important from an engagement and conversion-from-page standpoint, it is important from an SEO standpoint that the Product Page remain discoverable as a Product Page and nothing else.

You should publish a Creatable Page for each and every video on your website, which supports the submission of a video sitemap. Such pages should become an integrated, evergreen part of your website to which you link to as often as possible. It is advisable to link to corresponding Creatable Pages from widgets to view the content in a more immersive experience, as well as link to Creatable Pages from your header and footer, and of course from ongoing marketing initiatives.

The content provided on Non-Video Pages is important for engagement on site, yet the same content should be discoverable on Google via Creatable Pages.

Product Pages do not satisfy the standards for Video Pages set by Google. We do not advise action that may interfere with their status as Product Pages, noting that both Video Pages and Product Pages serve two separate, distinct paths to your site from the Search Engine Results Page, for which you must independently optimize.