Search behaviour has changed, but the principle remains the same. People rarely look past the first few results. Strong Search Engine Optimisation (SEO) helps your content appear where people can actually find it. Video marketing is now a major part of that. It helps your pages rank higher, keeps viewers on your site longer, and gives search engines more context about your expertise.
Below are practical ways to use video to strengthen your visibility,
Find Your Purpose
A video will only help your SEO if it is genuinely useful to the viewer. Search engines reward content that answers real questions.
Your video might be:
- A tutorial
- A demonstration
- A walkthrough
- A case study
- A short explainer
When viewers find exactly what they need, they stay longer and are more likely to engage. That signals relevance, which helps the page rank.
The more precise the video’s focus, the more effective it becomes.
Optimise the Metadata
Metadata gives search engines context. It includes the title, description, filename, and tags used by platforms such as YouTube or Wistia.
A few simple steps help:
- Use a descriptive filename
- Add a clear title with the main topic
- Include a concise description with relevant terms
- Avoid generic labels like “final-edit.mov”
If your video is hosted on YouTube, the description and title carry significant weight. On-site hosting systems such as Wistia also support structured data, which improves indexing.
Use Video Schema or a Video Sitemap
Adding video schema to your webpage helps search engines understand your content. It identifies the topic, duration, upload date, and thumbnail.
A video sitemap performs a similar function when you have a large library of videos. While most businesses do not need a full sitemap, schema on key pages is very helpful.
Dream Engine already builds schema into many of our projects, so clients do not have to navigate the technical side.
Choose a Strong Thumbnail
Your thumbnail affects click-through rate. Search engines take this behaviour into account.
A good thumbnail:
- Is relevant to the content
- Looks professional
- Uses a clear, readable title if appropriate
- Avoids random auto-selected frames
A well-designed thumbnail attracts more viewers, which can improve ranking and engagement.
Add Captions or a Transcript
Captions are helpful for viewers, and they provide search engines with the written version of your content. This can strengthen relevance and help your video appear for more specific searches.
Captions are also essential for people who watch without sound, which is common on mobile devices.
Share Your Video Across Multiple Platforms
Your video will perform better when it is embedded on your website and supported by distribution elsewhere.
Useful places to share include:
- YouTube
- Email newsletters
- Social posts
- Blog articles
- Case study pages
- Landing pages
When more people watch and share your video, search engines see stronger engagement, which supports better performance over time.
Final Thoughts
Video can be a powerful part of your SEO strategy when it is focused, well-presented, and supported by clear metadata. It helps your audience find you, understand your message, and stay on your site longer.
If you would like help producing video content that supports your SEO and marketing efforts, Dream Engine can guide you through the process from concept to delivery.
If you want to create some high-quality videos that can boost your SEO, contact Dream Engine today.
Frequently Asked Questions
Does video actually improve SEO?
Yes. Video increases time on page, helps search engines understand your content through metadata and schema, and improves the chances of appearing in rich search results. When a video answers a specific question, it strengthens the relevance of the entire page.
Is YouTube or on-site hosting better for SEO?
YouTube is excellent for reach and Google visibility. Hosting platforms such as Wistia or Vimeo work well on your website because they give you more control over branding and metadata. Many businesses use both: YouTube for discovery and on-site hosting for engagement.
How long should a video be for SEO?
There is no fixed rule, but shorter videos often perform better for general search queries. The important thing is relevance. If the video answers a clear question or solves a specific problem, search engines will rank it more effectively.
What metadata matters most?
Titles, descriptions, filenames, and tags all help search engines understand your content. A clear, descriptive title and a concise, keyword-friendly description make the biggest difference. Avoid generic file names or placeholder text.
How important are thumbnails for SEO?
Thumbnails influence click-through rate, which search engines monitor closely. A custom thumbnail that looks professional and relates directly to the video topic will always perform better than an auto-selected frame.
Do captions help with ranking?
Yes. Captions give search engines access to the full spoken content of your video. This increases your relevance for specific search queries and improves accessibility for viewers who watch without sound.
Should I add video schema to my website?
Video schema helps search engines better understand your content and can improve your chances of appearing in video-rich search results. If your video is a core part of the page, schema is highly recommended.
How often should I publish video content for SEO?
Consistency matters more than volume. A steady flow of relevant videos over time will support your ranking, build authority, and keep your audience engaged. Many businesses publish monthly or quarterly as part of a broader content plan.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
