Wistia provides features designed to improve video discoverability through search engines. The platform automatically generates transcripts and embed codes to optimize videos, potentially increasing website traffic. Wistia Channels create unique URLs for each video, incorporating Schema.org structured data to enhance search engine readability and the possibility of rich snippets. The platform integrates with marketing tools, and offers customizable video players to maintain brand consistency.
On-Page Optimization with Wistia
Wistia focuses on providing the metadata necessary for search engines to understand video content, a practice known as Media SEO. The platform injects a JSON-LD file into a webpage’s header, containing information that helps search engines index the video properly. This process is automated with standard Wistia embed codes, eliminating the need for manual sitemap submissions or complex coding. Specifically, Wistia automatically includes the video’s title, as set within the platform, in the metadata.
To maximize the benefits of Wistia’s on-page optimization, content surrounding the embedded video should be relevant to the video’s topic. Observing traffic patterns after indexing can help determine which search terms are driving viewers and inform further content creation. The visual element of the video, specifically the thumbnail, is also identified as a key factor in attracting clicks from search results.
Technical SEO Considerations
Wistia supports lazy loading, a technique that delays the loading of videos until a user scrolls near the player. This can improve initial page load times, which is a factor in user experience and SEO. The platform’s standard embeds automatically inject the necessary markup for search engines to identify and index the video content. The Embed modal allows users to preview the injected SEO data, including the JSON-LD file. An example of the JSON-LD file can be inspected within the <head> element of the webpage.
Wistia Channels and Unique URLs
Wistia Channels generate new pages for each video using query parameters to create unique URLs. These pages include Schema.org structured data, ensuring search engines can read the metadata and potentially display rich snippets in search results. These pages are readable by Google, and the relevant metadata is injected to facilitate indexing.
Integration with Marketing and SEO Tools
Wistia integrates with several marketing and SEO tools, including Google Analytics, HubSpot, and WordPress. Connecting Wistia with Google Analytics provides deeper insights into video performance and its impact on overall SEO strategy. Integration with HubSpot allows for tracking video engagement as part of broader marketing efforts. A WordPress plugin simplifies embedding and managing video content while aligning with SEO goals.
Social Sharing and Off-Page Signals
Wistia allows for customizable social sharing buttons to be added to videos, encouraging viewers to share content on their networks. This can potentially increase reach and generate backlinks, contributing to off-page SEO efforts.
Wistia Compared to Other Video Platforms
While Wistia offers strong branding and lead generation capabilities, other platforms like YouTube excel in reach and video search. Brightcove is geared towards large enterprises, offering advanced marketing automation features. Vidyard is strong in B2B sales, with features like video email and screen recording. SproutVideo is presented as a simpler, more affordable alternative, but lacks the robust analytics and branding options of Wistia.
A comparison of features highlights Wistia’s focus on brand control, ad-free viewing, and native marketing tool integrations. YouTube, conversely, prioritizes reach and discovery. The platforms were assessed on analytics, monetization, discovery, user experience, integration, and privacy.
Conclusion
Wistia provides tools and features designed to enhance video SEO through on-page optimization, technical considerations like lazy loading, and integration with other marketing platforms. The platform’s automated metadata injection and unique URL generation through Wistia Channels aim to improve video discoverability in search results. While other video platforms offer different strengths, Wistia distinguishes itself through its focus on branding, lead generation, and a distraction-free user experience.
Sources
- https://canvasbusinessmodel.com/blogs/how-it-works/wistia-how-it-works
- https://support.wistia.com/en/articles/8229319-media-seo-with-wistia
- https://www.usepattern.com/resources/how-does-wistia-help-website-seo
- https://marketingtoolpro.com/wistia-review/