Video SEO A New Trend For 2025

Video SEO

Search engine algorithms are changing. So are user behaviours. By the end of 2025, video content will dominate search results more than ever, and websites that fail to optimise for Video SEO will start losing organic visibility.

Why?

• Over 80% of internet traffic is expected to be video content.
• Google prioritises video results in SERPs (Search Engine Results Pages).
• YouTube is the second-largest search engine in the world, yet most websites aren’t optimising their videos.

In this guide, we’ll explore why Video SEO is the next big thing in 2025 and, more importantly, how you can use it to boost rankings, traffic, and engagement.

What Is Video SEO?

Video SEO (Search Engine Optimisation) is the process of optimising video content to rank higher on search engines like Google, YouTube, and Bing. It involves improving various elements such as titles, descriptions, metadata, thumbnails, transcripts, and engagement signals to ensure that videos appear in search results, featured snippets, and video carousels.

Why Does Video SEO Matter?

• Google increasingly favours video content—video results now appear for a wide range of queries.
• YouTube is the world’s second-largest search engine, meaning users search for content directly on video platforms.
• Video content increases engagement, making it a critical factor in modern digital marketing and SEO strategies.

How Video SEO Works?

Unlike traditional SEO, where search engines analyse written content to determine relevance, video SEO requires optimisation across multiple elements. Google and YouTube rank videos based on:

1. Keywords & Metadata

• Video Title & Description: Should include the main keyword naturally while remaining engaging.
• Tags & Hashtags: Help search engines understand the topic and improve discoverability.

2. Transcripts & Captions

• Google cannot “watch” videos, but it can read text-based transcripts and captions.
• Adding captions & subtitles makes videos more accessible and improves rankings.

3. Engagement Metrics

Search engines prioritise videos that users watch longer and engage with more. Key factors include:

• Watch Time: The total minutes people spend watching the video.
• Click-Through Rate (CTR): Higher CTR from search results signals relevance.
• Likes, Shares, Comments: Videos with strong engagement rank higher.

4. Video Sitemaps & Structured Data

To ensure Google crawls and indexes videos correctly, websites should:

• Submit a video sitemap via Google Search Console.
• Use Schema Markup (VideoObject) to provide search engines with details about the video.

5. Thumbnails & Clickability

A compelling thumbnail increases CTR (Click-Through Rate), which directly impacts rankings.

• Bright, high-quality thumbnails with text overlays perform better.
• Faces in thumbnails improve engagement as they attract human attention.

6. Video Embedding & Distribution

To maximise Video SEO impact:

• Embed videos in blog posts to increase dwell time.
• Distribute on social media platforms for extra traffic.
• Use YouTube Chapters & timestamps to help Google index video sections better.

Why Video SEO is Different from Traditional SEO

While both traditional SEO (text-based) and Video SEO aim to rank content in search engines, the methods and ranking factors differ significantly.

1. Search Intent & User Behaviour

• Traditional SEO: Users search for text-based answers, such as blog posts or articles.
• Video SEO: Users often prefer visual content, especially tutorials, reviews, and explainer videos.

2. Ranking Factors: Text vs. Video

3. Google & YouTube Algorithms Differ

• Google SEO relies heavily on backlinks, written content, and website structure.
• YouTube SEO prioritises engagement signals like watch time, likes, and CTR.

This means a high-ranking blog post does not guarantee a high-ranking video unless Video SEO is optimised correctly.

The Rise of Video-First Indexing

1. Google is Prioritising Video Over Text

• In the past, Google ranked websites primarily based on text content.
• Now, video content is appearing in more search results than ever before.

✔ Video Carousels now dominate Google SERPs (Search Engine Results Pages).
✔ Video Featured Snippets provide direct answers using video clips.
✔ Voice search prefers video results for tutorials, product reviews, and how-to guides.

2. YouTube & Google Are Becoming More Integrated

• Over 25% of Google search results now feature YouTube videos.
• Google often pulls content directly from YouTube into search results, even before showing blog articles.

3. Video-First Indexing = Higher Rankings for Video-Optimised Pages

• Google prioritises web pages with embedded videos because they increase time on the page and reduce bounce rates.
• Sites that integrate video with text content are more likely to rank on the first page of Google.

4. Short-Form Videos Are Taking Over

• Google & YouTube favour shorter, engaging videos due to changing user behaviours.
• Platforms like TikTok, Instagram Reels, and YouTube Shorts are gaining visibility in search results.
• Soon enough, short-form video optimisation will be a key factor in search rankings.

Core Video SEO Strategies for 2025

Video SEO is not just about uploading videos—it’s about ensuring they rank on Google, YouTube, and other search engines. With Google’s increasing preference for video content, optimising your videos properly can lead to higher rankings, more traffic, and better engagement.

In 2025, the key to success in Video SEO is focusing on strategies that align with Google’s evolving algorithms. Below are the most critical Video SEO strategies that will ensure your content ranks higher and reaches a larger audience.

Keyword Research for Video SEO

Just like traditional SEO, Video SEO starts with keyword research. Choosing the right keywords helps search engines understand what your video is about and ensures it appears for relevant search queries.

The best approach to finding video-specific keywords is to analyse search intent on both Google and YouTube. While Google prioritises informational content, YouTube focuses on engagement-driven searches like how-to guides, tutorials, product reviews, and comparisons.

How to Find the Best Keywords for Video SEO

• YouTube Auto-Suggest – Start typing a topic in YouTube’s search bar to see popular searches related to your keyword.
• Google’s “People Also Ask” & Related Searches – Find what people are asking about a topic.
• TubeBuddy & VidIQ – AI-powered tools that show keyword competition, search volume, and ranking potential for YouTube videos.
• Google Trends (YouTube Search Filter) – Analyses trending topics for video content.
• Competitor Video Analysis – Look at the top-ranking videos in your niche and analyse their titles, descriptions, and tags.

Tip: Choose keywords with high search volume but low competition for better ranking opportunities.

Optimising Titles, Descriptions & Tags

Once you have your keywords, the next step is to optimise your video metadata—specifically, the title, description, and tags. These elements help both Google and YouTube understand your video content and rank it accordingly.

Best Practices for Optimising Video Titles

• Include the primary keyword at the beginning of the title.
• Keep it under 60 characters to ensure it doesn’t get cut off in search results.
• Make it engaging and click-worthy—avoid generic titles.
• Use numbers and power words (e.g., “Video SEO Strategies for 2025: Rank #1 on Google & YouTube”).

Best Practices for Video Descriptions

• Write at least 250 words of descriptive text.
• Include the primary keyword within the first 25 words.
• Add timestamps for different sections to improve navigation and indexing.
• Use relevant secondary keywords naturally throughout the description.
• Include a CTA (Call-to-Action) such as “Subscribe for more SEO tips!”.

Best Practices for Video Tags

• Use a mix of broad and long-tail tags related to your topic.
• Include variations of your primary keyword.
• Analyse competitor tags using TubeBuddy or VidIQ.
• Use branded tags (e.g., #YourBrandName for consistency).

Using Transcripts & Captions for Higher Rankings

Search engines cannot watch videos, but they can read text—this is why adding transcripts and captions is a game-changer for Video SEO.

Why Transcripts & Captions Boost Video SEO

• Improves Accessibility – Search engines and users (especially those who watch on mute) benefit from captions.
• Increases Watch Time – Viewers stay engaged longer when they can read along.
• Adds More Keywords – Transcripts provide additional context, helping Google rank the video for related terms.
• Enables Voice Search Optimisation – Google and Alexa can better interpret your content.

How to Add Transcripts & Captions

• Upload an SRT file (SubRip Subtitle file) to YouTube or your website.
• Use AI tools like Descript, Rev, or Kapwing to generate automatic captions.
• Manually edit auto-generated captions to fix errors and improve accuracy.
• Embed transcripts on blog pages where your video is featured for extra SEO benefits.

Tip: Videos with captions get 15% more engagement than those without.

Video Sitemaps & Schema Markup

For videos hosted on a website, a video sitemap and structured data (schema markup) help Google index your video content properly.

What is a Video Sitemap?

A video sitemap is a file that provides Google with details about the videos on your site—including titles, descriptions, durations, and thumbnail URLs. Submitting a video sitemap to Google Search Console ensures your videos get indexed faster.

How to Create a Video Sitemap

1. Use tools like XML-Sitemaps.com or Google Search Console to generate a sitemap.
2. Include essential metadata like title, description, video duration, and thumbnail URL.
3. Submit the sitemap to Google Search Console under the “Sitemaps” section.

What is Video Schema Markup?

Schema markup (also known as structured data) is a type of code that helps search engines understand your video content. Adding VideoObject schema markup improves the chances of your videos appearing in Google’s rich results.

How to Add Video Schema Markup

1. Use Google’s Structured Data Markup Helper to generate schema code.
2. Add JSON-LD format code to your website’s HTML.
3. Include all essential video metadata (title, description, upload date, thumbnail, and duration).
4. Test using Google’s Rich Results Testing Tool.

Tip: Websites with properly structured video markup have a 30% higher chance of appearing in Google’s video results.

Creating Click-Worthy Thumbnails

Your video’s thumbnail is the first thing users see—it directly impacts click-through rate (CTR), engagement, and rankings.

Best Practices for Creating High-Performing Thumbnails

• Use bright, high-contrast colours to grab attention.
• Include faces—thumbnails with human faces get 38% more clicks.
• Use large, readable text overlays to summarise the video.
• Ensure branding consistency across all video thumbnails.
• A/B test different thumbnails to see what gets higher engagement.

Tip: 90% of top-ranking YouTube videos use custom thumbnails.

Embedding & Hosting: The Right Way to Use Video on Your Website

Video content can boost your website’s engagement, increase dwell time, and improve rankings, but only if it is embedded and hosted correctly. Choosing the right hosting method and understanding how embedded videos affect SEO is essential.

YouTube vs. Self-Hosting vs. Vimeo: What’s Best?

The hosting platform you choose directly affects your video’s SEO performance, page speed, and discoverability. Here’s how each option compares:

1. YouTube (Best for SEO & Exposure)

✔ Pros:

• Google prioritises YouTube videos in search results.
• More discoverability (YouTube is the second-largest search engine).
• Free hosting with unlimited bandwidth.

❌ Cons:

• No control over branding (YouTube ads and suggested videos may appear).
• Traffic goes to YouTube instead of your site (unless embedded properly).

2. Self-Hosting (Best for Branding & Privacy)

✔ Pros:

• Full control over branding and user experience.
• Keeps visitors on your website (no external links).

❌ Cons:

• Consumes significant server bandwidth, slowing down page speed.
• Limited analytics compared to YouTube and Vimeo.

3. Vimeo (Best for Professional & Business Use)

✔ Pros:

• No ads or distractions.
• Higher video quality & customisable player.
• Better privacy settings than YouTube.

❌ Cons:

• Paid plans are required for advanced features.
• Lower discoverability compared to YouTube.

Tip: For most businesses, YouTube + embedding on your website is the best strategy. It ensures search visibility, fast loading, and exposure to YouTube’s massive audience.

How Embedded Videos Improve Page SEO

Embedding videos directly on your website helps with:

✔ Increased dwell time – Videos keep visitors on your page longer, improving SEO rankings.
✔ Enhanced user experience – Visitors prefer watching over reading lengthy text.
✔ Better SERP visibility – Google often displays pages with videos in rich snippets and featured results.

Tip: Always embed relevant videos within high-quality blog posts to maximise SEO impact.

Autoplay vs. Click-to-Play: Which is Better?

Autoplay videos start playing automatically when a page loads, while click-to-play requires user interaction.

✔ Click-to-Play (Best for SEO & UX)

• Reduces bounce rates (users feel in control).
• Prevents page speed issues caused by auto-playing videos.

❌ Autoplay (Can Hurt SEO & User Experience)

• Annoying to users, especially with the sound on.
• Consumes more bandwidth, affecting page speed.

Tip: Use click-to-play for SEO benefits and autoplay only for muted, short videos (e.g., homepage introductions).

Optimising Videos for Voice Search & AI-Driven Results

Why Voice Search Will Favour Video Content

With the rise of Google Assistant, Siri, and Alexa, search engines prefer video content for spoken queries.

• Google prioritises video results for “how-to” and tutorial searches.
• Voice search queries are often conversational, matching video transcripts more than text-only pages.

Tip: Use natural, conversational language in your video scripts for voice search optimisation.

Using AI & NLP (Natural Language Processing) for Video Optimisation

AI-powered tools analyse video content and improve rankings by:

• Generating auto-captions & transcripts for better indexing.
• Suggesting keywords & title optimisations using AI-driven SEO tools.
• Analysing user behaviour to optimise watch time & engagement.

Tip: Use AI-powered tools like Descript, VidIQ, and TubeBuddy to improve video SEO faster.

Advanced Video SEO Techniques for 2025

Interactive Video SEO (Clickable Videos & Annotations)

• YouTube allows clickable elements (annotations, cards, end screens) to boost user interaction.
• Interactive elements increase session time, signalling higher relevance to search engines.

Tip: Use interactive quizzes, polls, and clickable CTAs inside videos to boost engagement.

Multi-Platform Video SEO (Ranking on Google, TikTok, LinkedIn, and Instagram)

• TikTok & Instagram Reels now appear in Google search results.
• Cross-posting videos across multiple platforms increase reach & discoverability. 

Tip: Repurpose long-form videos into short clips for TikTok, Instagram, and LinkedIn.

AI-Generated Video Descriptions & Summaries

AI tools like ChatGPT, Jasper, and Lumen5 can automate video descriptions & metadata.

• AI creates keyword-optimised video descriptions faster than manual writing.
• YouTube’s algorithm favours detailed descriptions—AI helps generate longer, more engaging summaries.

Tip: Use AI-generated descriptions but edit them manually to maintain authenticity.

YouTube Chapters & Timestamps for Better Indexing

Google now indexes YouTube chapters as separate search results.

• Adding timestamps improves user experience & search visibility.
• Google pulls chapters into featured snippets, increasing video discoverability.

Tip: Always include timestamps for key sections to rank for multiple queries.

Measuring Video SEO Success & Performance Metrics

Tracking Video Engagement & Retention Rates

• Watch time is the #1 YouTube ranking factor—track retention rates carefully.
• Use heatmaps to analyse drop-off points and improve weak sections.

Tip: Hook viewers in the first 10 seconds to increase watch time.

Using Google Analytics & YouTube Analytics for Insights

• Google Analytics tracks video play rates & page engagement.
• YouTube Analytics shows audience retention, CTR, and traffic sources.

Tip: Identify high-retention topics and create more videos on those subjects.

How to Improve Video Rankings Over Time

• Update video titles & descriptions regularly.
• Encourage viewers to watch multiple videos to increase session time.
• Refresh old videos with new content & timestamps.

Tip: Re-upload updated versions of old videos with better optimisation.

Common Video SEO Mistakes to Avoid

Ignoring Schema Markup & Metadata

• VideoObject schema markup helps Google understand your video.
• Without metadata, Google struggles to index video content correctly.

Poor Video Quality & Bad Editing

• Low-resolution videos perform poorly—users drop off quickly.
• Unedited videos with long pauses & poor lighting reduce engagement.

Failing to Update & Repurpose Old Videos

• Old videos lose rankings over time.
• Repurpose long videos into Shorts, Instagram Reels, and TikToks.

Tip: Always refresh older videos to keep them relevant and ranking well.

Conclusion: The Time to Optimise for Video SEO is Now

Video SEO is no longer optional—it’s essential for ranking on Google, YouTube, and other platforms in 2025. With Google prioritising video content, voice search evolving, and AI-driven algorithms becoming more advanced, optimising your videos can boost search rankings, engagement, and website traffic.

Key takeaways:
✔ Host and embed videos strategically to improve site SEO.
✔ Optimise titles, descriptions, tags, and metadata for better discoverability.
✔ Use transcripts, captions, and schema markup to enhance indexing.
✔ Leverage AI tools for automation and better optimisation.
✔ Track video performance and update content regularly to maintain rankings.

As video continues to dominate search results, businesses that invest in Video SEO now will gain an edge over competitors and attract more engaged audiences online.