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Step by step. Improve the SEO positioning of your video.

If your goal is to rank one of your hotel website pages with a rich snippet video we show you the best SEO practices and tips.
Picture of Salvador Galindo

Salvador Galindo

Soy consultor de marketing especializado en tecnología y mercados internacionales. Mi enfoque se basa en ofrecer respuestas originales y estratégicas que se adaptan a las necesidades específicas de cada cliente. Con una profunda comprensión de las dinámicas del marketing global, he ayudado a numerosas empresas a aumentar su presencia y competitividad, ofreciendo resultados tangibles y sostenibles.
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Back to SEO. This time to explain how to position your video. We teach you the best practices and tips to get a rich video snippet in Google SERPs. This post is for you if you have ever wondered where you should publish your video in order to get a better positioning. Remember this goal at all times!

1. Choose the right hosting based on your objective.

Although we could talk all day about the delights of YouTube, the fact is that if your goal is to position one of your pages (from your hotel website or your blog) with a rich video snippet to improve your overall SEO rankings, we recommend that you do not use YouTube as your hosting provider.

{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}}Think about it, YouTube is the second most used ‘search engine’ among Internet users and what you want is to appear in Google SERPs with a rich snippet video, not compete in positioning with YouTube, right? And this would be the same with a free Vimeo account. For this reason, you must think carefully about what your objective is and create the content, in this case the specific video that you are going to position, in order to achieve it.

So, what should you do? If you have not yet had the opportunity to even present the video on your website, don’t risk it and host it on your pages to ensure, at least, the traffic. Thus, you can rely on paid hosting solutions. There are many options but here are two that we find most interesting:


  • Vimeo Pro
    . This is one of the most affordable and reliable solutions that you can find on the Internet and allows total visibility in search engines. It is a secure hosting with a good quality/price ratio for what it offers. Although it doesn’t have an XML sitemap generator it has custom HTML5 players, plus you could upload up to 20 GB per week ad-free, analyze the performance of your videos with statistics and reports, etc.

  • Wistia
    . This is one of the best solutions you can find if your intention is to generate content (video) that reinforces an Inbound marketing strategy (including SEO positioning). Their service is great because Wistia’s embedded codes are designed to automatically optimize the videos on your website for search engines. Wistia also offers you other functionalities as well as integrations with platforms such as HubSpot.

On the other hand, you could also choose to host the videos directly on your hotel’s website. In this case, if you do not use your own services, be sure to use cloud solutions such as
Amazon S3
 or MetaCDN to host your videos. Also, if you have chosen one of these options, remember to compress your videos so that they do not weigh too much.

2. Follow these tips to embed your videos.

Tip #1. If you nest the video in your domain, that is, if you add it to any of your pages, make sure it can’t be copied, and that includes yourself. Do not generate duplicate content, each video or each piece of content has a purpose, a goal. If your goal is to rank with that video, you will have to keep in mind that if it only appears in one place (your website), Google will only be able to find it there.

In addition, if this video is only available on one of the pages of your hotel’s website, users who are attracted to it (your potential guests) will only be able to see it where you embed it, increasing the possibility of user conversion.

Watch out! Tip #2. Google crawlers are not very good at indexing iFrames so you should embed the video with HTML5, jQuery or JavaScript. The two previous hosting solutions already give you that option. And if you use your own code to do it you can use

Video JS

 o
Kaltura HTML5
 which are free tools.

And tip #3 is not to overdo it by adding videos to your pages. In fact, it is better to opt for only one video on the page you want to rank with a rich snippet video, that way Google will only be indexing the one that your business is interested in for that particular page. Also make sure that in addition to a video there are other content formats and that it is of quality! Pages that work with different content formats tend to have a better positioning in the SERPs as they serve both those consumers who prefer video and those who do not. 

3. Make sure to create a video XML Sitemap.

An XML video sitemap is what will allow search engines like Google to access the video thumbnail, raw file and other data. Take a look at the Google guide where the sitemap elements are explained in detail.

4. Choose the right keywords for your target.

Now that we have talked about the more technical aspects, it is time to talk about what we most identify as SEO. Your video, like any other content, needs to be designed for a specific target and with a keyword that corresponds to the needs of this target.

Think about what you are offering and to whom you are offering it. To decide on the appropriate terms you can follow the same exercise as with the text. Specifically, to try to get a rich snippet video you can dig into the terms (related to the travel and tourism sector) that have managed to position a video in the SERPs.

As you can see, there are terms that get a better positioning than others. But be careful when trying to position short tail keywords that have a high competition such as the keywords “booking” or “holidays“. These terms alone would be almost impossible to rank for. For this reason you should think about long tailkeywords to include in the title and description of your video.

There are words you could include that work in general. For example, if you make destination videos you can include terms such as “how to“, “what is” or “explanation“; and for rooms, “demonstration“.

Once you have chosen the right keyword for your audience, remember that if your goal, in addition to positioning, is also to convert, the video has to be as non-advertising as possible. It sells experiences, yes. But from an educational perspective, from an Inbound orientation.

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1. The main challenge: your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to establish an objective occupancy rate and drive guests to hotels. Until then, hotels enjoyed partnerships with travel agencies and tour operators, and guests enjoyed booking package tours.

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However, over time, trends have been changing and travelers, now and more than ever, are looking to make their own choices and book all elements of their trips on their own. Travelers are not only ready, but also willing to book a hotel directly on your website, as long as the sales conditions are similar to those of the OTAs and the booking can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. Among them, saving on commissions, improving online marketing strategy, increasing profitability and having total control over customer communication. With such promises of direct bookings, it is no wonder that more and more hotels are now pushing their marketing efforts towards the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It is clear that an increase in the rate of direct bookings would be beneficial for your hotel. But how to achieve this goal

In order to compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to have it: offering a cheaper deal, or offering more value and increasing customer loyalty. While it may be difficult for your hotel to compete with OTAs on the basis of price, offering a customized offer and establishing a trusted relationship with customers would be the best way to attract travelers.

 The key to adding value to your hotel offer is to know your customer and offer them what they need. Attracting them through the emotional factor is essential, and you must establish a genuine connection with your potential customers, conveying your beliefs so that your guests can relate to them.

When customers observe that a hotel brand really cares about their experience and tries to find the best solution to make their vacation experience unforgettable, it is easier for them to make the decision in favor of booking directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program implemented in your establishment, you will be able to tailor your messages to the needs of individual customers, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to offer valuable and personalized services to customers, and thus gain a competitive advantage. To shape your loyalty program, you must have a database of your customers with personal information about them. Hoteliers should create a customer database with basic contact information and more elaborate personal information about guests’ preferences and interests.

Acquiring this personal information will give you the ability to tailor your messages to each potential or existing customer, and offer them content, products and services that meet their particular needs. This will undoubtedly surprise them by the degree of personalization and the measures your hotel takes to provide them with the best possible vacation experience. You would be able to establish a lasting relationship with your customers based on trust, thus ensuring the most satisfied customers, who would be happy to promote your hotel brand.

4.

1. The biggest challenge: Your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to achieve an objective occupancy rate and bring guests to the hotel. Until then, hotels enjoyed partnerships with travel agents and tour operators, and guests were happy to book package tours.

{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}

Over time, however, trends have changed, and now more than ever, travelers want to make their own choices and book all elements of their trip themselves. Travelers are not only ready, but willing, to book a hotel directly on your website as long as the terms of sale are similar to those of OTAs and the booking process can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. These include saving commissions, improving online marketing strategy, increasing profitability, and full control over customer communications. With such promise of direct bookings, it’s no wonder that more and more hotels are focusing their marketing efforts on the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It’s clear that increasing the direct booking rate would be beneficial to your hotel. But how do you achieve this goal?

To compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to do this: offer a cheaper deal or offer more value and increase customer loyalty. While it may be difficult for your hotel to compete with OTAs based on price, the best way to attract travelers would be to offer a customized offer and build a trusting relationship with customers.

 The key to adding value to your hotel offering is to know your customer and offer them what they need. You need to build a genuine connection with your potential customers and communicate your beliefs in a way that your guests can relate to.

When customers perceive that a hotel brand genuinely cares about their experience and tries to find the best solution to make their vacation memorable, it is easier for them to choose to book directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program in place at your facility, you can tailor your messages to each customer’s needs, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to provide valuable and personalized services to customers to gain a competitive advantage. To design your loyalty program, you need a customer database with personal information about your customers. Hoteliers should create a customer database with basic contact information and more detailed personal information about guests’ preferences and interests.

Capturing this personal information gives you the ability to tailor your messages to each potential or existing customer and offer them content, products and services that meet their unique needs. The degree of personalization and the actions your hotel takes to offer them the best possible vacation experience will undoubtedly surprise them. You will be able to build a lasting relationship with your customers based on trust, securing the most satisfied customers who will be happy to promote your hotel brand.

4.

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