Top Tips for SEO on Video and Why Video Matters More Than Ever in the AI Search Age
In the evolving world of digital search, one thing is clear: video has become a central player in SEO success.
With AI-powered tools like Google’s Search Generative Experience (SGE) and conversational engines like ChatGPT, the way users access information is changing rapidly. These AI models prioritise rich, high-quality content and video is one of the most engaging, informative, and versatile content formats available.
If your SEO strategy isn’t yet harnessing the power of video, now is the time to start.
Why Video Is Crucial in AI Search
1. AI Prioritises Rich Content
AI search engines are designed to deliver multi-modal, informative responses. They favour content that goes beyond plain text — and video provides an exceptional opportunity to deliver depth, context, and visual engagement.
2. Video Drives Engagement Metrics
Videos improve on-page engagement metrics like time on site, click-through rate, and interaction, all of which signal content quality to search engines.
3. Video Appears Prominently in AI and Traditional Search
Google frequently surfaces video carousels, featured video snippets, and YouTube videos high in SERPs (Search Engine Results Pages). AI-generated answers are now citing video content more often when it helps answer user intent.
4. Video Enhances Brand Authority and Storytelling
In an age where authenticity and experience matter, video offers a powerful way to convey your brand story, showcase your property, and connect emotionally with potential guests or customers.
Top Tips for SEO on Video
1. Optimise Video Titles & Descriptions
Just like with web pages, your video needs a clear, keyword-rich title and an engaging description.
- Include target SEO keywords naturally.
- Write a description that explains the video content and entices clicks.
- Add a call-to-action (CTA) where relevant.
2. Add Accurate Video Transcripts
AI models and search engines index text-based content.
- Provide full transcripts of your videos.
- Embed transcripts on landing pages where videos appear.
- This not only boosts SEO but improves accessibility.
3. Use Structured Data (Schema Markup)
Implement Video Object schema on your video pages.
- Helps Google and AI systems understand video content.
- Increases chances of enhanced search features (video rich snippets, featured snippets).
- Supports better visibility in AI-powered search summaries.
4. Optimise Video Thumbnails
Your video’s thumbnail is the first impression in search results.
- Create an eye-catching, professional thumbnail.
- Use high-contrast images with a clear visual focus.
- Include branding subtly to build brand recognition.
5. Host Video on the Right Platform
- If your goal is maximising reach and discovery, host videos on YouTube and optimise your channel.
- If you want SEO value for your own website, also embed the video natively or use a player that doesn’t siphon SEO value (e.g. Wistia, Vimeo Business).
6. Prioritise Page Load Speed
- Videos can slow down pages and page speed is a known ranking factor.
- Use lazy loading for video content.
- Optimise file size and delivery through a CDN (Content Delivery Network).
7. Align Video with User Intent
- Ensure your video answers key user questions or provides clear value.
- Videos that directly address searcher intent are more likely to surface in AI-powered search results.
Video Is Your SEO Advantage
The future of search is AI-first and multi-modal, and video is an essential part of that future.
Hotels, tourism brands, and luxury experiences are ideally positioned to leverage high-quality video to:
- Build visibility in AI-driven search results
- Increase organic traffic and engagement
- Strengthen brand authority
- Drive direct bookings
At Aró Digital Strategy, we’ve seen first-hand how video content can elevate SEO performance, from engaging city tours to showcasing signature experiences, video puts your story at the heart of modern search.
If you’re ready to integrate video into your SEO strategy, get in touch with your Aró Account Manager. We’d be happy to help you craft a video-led approach that drives results in this exciting new search landscape.
Talk to Aró about Video SEO