![]() ![]() Video often serves as a summary for those who do not want to read all the way down a page. Just below the fold, play rate is 46%, but one additional scroll down means a play rate of only 27%. The further down your page a video is, the less likely it will be played. Wistia found that as viewers scroll, video play rate decreases. Position your video near the top of your page. Check that your buttons are large and easy to click and that your calls to action work well on all mobile devices.For example, use an MP4 file if your video is under four minutes long, or Apple’s HTTP Livestreaming if it is over four minutes long. Use the file type necessary for viewing with mobile devices.If you are self-hosting the video, make sure it adjusts properly when viewers rotate their mobile devices.If the video is embedded on your site, create a dedicated mobile site or a responsive design.Optimize your website and video for mobile devices. ![]() VideoObject schema language tells search engines as much as possible about your video and allows the search results to include thumbnails, descriptions, and other pertinent information about your video, which gives you a more visual presence on the results page. Use the documentation found at, and add the appropriate code to the page upon which your video is embedded. Use videoObject schema language to provide contextual information about a thumbnail, transcripts, video length, and more to search engines. Google can parse content, but it cannot extract all the text from your video. The text component of a video is important for search engine optimization. Transcribe your videos using a tool like SpeechPad, oTranscibe, InqScribe, or Fiverr to create a searchable transcript. Avoid using phrases like getting the most out of your marketing software, because viewers are less likely to search for it. For example, when selling marketing automation platforms, use keywords like marketing automation or best marketing software in the video’s title so that it appears when people search for it. Organize your chosen keywords in a clear phrase format.Use those keywords in your title, description, and tags. Identify high-value keywords using Keywordtool.io.Name your video with carefully chosen keywords to optimize it for search engines. Alternatively, capture information using a form that gates the second half of the video, appears at the end of the video, and slides out from the player mid-video. Use annotations to allow viewers to click through while they are watching. Submit their email for more information, a discount, or a free trial.Choose one desired action to call your viewers to and use one CTA per video. Navigate to Source, change Constant Quality to 25, and tick the Web Optimized checkbox.Īlternatively, keep your videos short and to the point to help with file size and load speed. Use the Handbrake video conversion tool to optimize your video file for your website. Test a larger or smaller widths if you have the traffic. Videos between 401 pixels and 600 pixels wide have the highest average play rates. This format does not play natively on most Mac and Windows machines and only works on browsers that support Flash. flv offers a small file size, but needs extra steps to increase the quality. ![]() wmv is a good quality format with large file size, but requires VLC on MacOS. mov is a high-quality video format with large file sizes, but requires VLC on Windows. mp4 offers good quality with small file size and is the recommended format for YouTube and Vimeo. Match your video file size, type, and width to the platform to minimize playback issues. Improve your video’s quality, discoverability, and accessibility to increase conversions. ![]()
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