Multimedia content is everything else posted on your website beyond text. It includes images, videos, audio, and a combination of any of these content types, such as infographics or slideshows. The importance of mixing up multimedia content has always been given weight in the SEO space since doing so improves your search ranking and SEO scores significantly.
Generally, the most obvious benefit of multimedia content is that it is visually appealing to site visitors. It also provides a break from huge blocks of text, especially if your site has plenty of information that could leave your visitors bored.
However, every type of multimedia content adds a very specific, SEO-friendly element to your website. The effects of a photo on SEO can’t be duplicated with a video, and vice versa. This is why you should take advantage of all of them whenever possible.
SEO Tips for each of the 3 Most Common Multimedia Content Types
Images, videos, audio, and slideshows are the three most commonly-used multimedia contents that could provide significant SEO benefits to your website. But it’s important to note that the multimedia content you choose should always add value to your text and incorporating your keywords to these content types can impact your SEO efforts for the better.
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1) Images – Photos add another depth to your content, especially for tutorials and infographics. Your text sometimes becomes self-explanatory with photos, giving visual readers an option to skip text completely. For ecommerce, images help would-be customers navigate your store and direct them to the product. However, simply posting photos won’t add SEO value to your website that easily. You’ll need to do a bit of work, such as:
- Adding Alt-tag – This Alt section is how search engines “read” your pictures. Because Google and other search engines technically can’t see images, you’d have to edit the alt-text or alt-tag with a description of the photos. And since alt-tags show up along with an image search, it’s a SEO opportunity just waiting to be initiated.
- Making Photos SEO-friendly – A 500-pixel-wide photo is more than enough for a website. Not only does resizing your photos help in improving page load speeds, it also saves much-needed site resources.
- Editing Photo Filename – Before uploading any photo, don’t forget to rename the filename, so instead of IMG_456.jpg, you can add a descriptive title such as rainbow-cat.jpg and give search engines additional information about that particular photo.
- Creating an Image sitemap – A sitemap organizes your published photos in one place. As far as SEO practices go, it’s been discovered that the more organized you are with your website content… the more search engines would love you.
- Adding a caption or description – This is completely optional, but works similarly to alt-tags. If a photo would benefit from extra text below it, there’s no harm in adding a caption or description.
2) Videos – People prefer to learn by watching videos than reading text-based information, even if the videos involved a product ad, tutorial, or even introduction to services. Like photos, adding videos to your site improves search engine ranking and click-through rates. Here’s how to do videos right:
- To YouTube or Not to YouTube – Hosting a video on your own site or via YouTube and other video streaming platforms depends large on your goal. If you’re trying to reach new audience, going with YouTube can help increase your site visitors. However, if you’re aiming to improve traffic to your site, it’s best to create a page for every video your upload into the site.
- Create metadata – Metadata includes information such as title, description, thumbnail, video filename, length, and more. When you manually add these details to every video, you’re helping search engines index the videos properly.
- Include a video transcript – The written version of your video gives search engines a way to understand the video and your niche more clearly.
- Rename video filenames – Generic file names (ex: VID_456.mp4) are good, but you’re losing out an opportunity to squeeze in your keyword or other relevant info into the filename.
- Add a video sitemap – Search engines sometimes skip videos when indexing. Adding a video sitemap gives search engine crawlers a page to check all videos you’ve uploaded and if they’ve all been indexed successfully.
3) Audio – In the past, only books were converted into audiobooks, but as more and more people embraced podcasts, even website content are now being converted into audio versions. Podcasts allow on-the-go site visitors and people who prefer listening than reading blocks of texts an accessible way to get up-to-date with your content while driving, exercising, or performing other day-to-day tasks.
- Transcribe your audio – This gives search engines a way to decode your audio. Since they can’t listen to audio like how they can’t view videos, transcribing audio content into an RSS feed is the best way to make them index-ready.
- Use keywords – Whether you’re customizing the URL or editing an audio’s filename, don’t forget to include your keywords or other relevant phrases.
- Publish a blog post with every podcast – Whenever you want to share a podcast, include a short description about the episode so that listeners (and search engines) are informed what to expect when they begin listening. Squeeze in some of your keywords in there as well for added SEO juice.
- Add ID3 Tag – The ID3 tag is a metadata container used for audio files. This ID3 tag serves the same purpose as video metadata or photo alt-tag, so make sure to use it.
The Bottom Line
Multimedia content like photos, videos and audio engaged your site visitors and provide a natural boost for your SEO efforts. Of course, they are optional, but if adding these multimedia contents offer tons of benefits in terms of SEO, user experience, engagement, and search visibility with little to no cost, why not take advantage of them?
Remember that search engines value use experience and engagement as well as search visibility when it comes to ranking sites, and these 3 types of multimedia content can help you get that SEO boost that no text-based sites could achieve.