Boost Your Video Rankings with Effective Landing Pages

• Google can analyse and index video content, making it eligible to appear in search results. 

• Most videos in SERPs come from YouTube, but websites can rank using video landing pages (VLPs). 

• VLPs are dedicated pages that feature a video alongside titles, descriptions and transcripts to help Google index them. 

• Once created, videos from VLPs can be embedded across your site, improving visibility and SEO performance.  

 

How to Make Video Content Work for Your Website’s SEO 

When we think about SEO, content is always king, and video content is the king of kings. Google can analyse and catalogue videos in much the same way it does text, which means videos can appear in search engine results pages (SERPs) for relevant queries. 

Most of the time, these videos come from YouTube or, more recently, TikTok. YouTube is naturally well-optimised for search as a Google-owned platform with a clear focus on video sharing. But if you want to host videos on your own site and still appear in search results, it requires a bit more structure. 

  

Why You Need VLPs 

A video landing page (VLP) is a dedicated webpage, either your site CMS or a third-party platform, where the video is the primary focus. It’s not just a page with a video on it; it’s structured in a way that helps both users and search engines understand the content.  

A VLP should include: 

• The video 

• A clear and relevant title 

• A short description 

• A transcript or supporting on-page copy 

• Video schema markup (structured data) 

This setup mirrors how YouTube structures its video pages. The video is front and centre, followed by a description, transcript, and links to related content. This makes it easier for Google to index the video, increasing the chances of it appearing in search results.  

That’s what makes YouTube such a perfect example of a VLP: it’s streamlined, searchable, and optimised for visibility. If you’re planning to build a video library on your own website, YouTube is the blueprint. You don’t need to reinvent the wheel, just replicate the same key elements in your own CMS. 

  

Why It’s Worth the Effort 

Creating structured VLPs takes time, but the benefits are clear: 

• Better search visibility: Properly optimised VLPs help your videos appear in Google’s video results. 

• Increased site traffic: Rather than sending traffic to YouTube, you can keep viewers on your site. 

• Lead generation: With the right setup, your video pages can include forms or CTAs to collect leads. 

• User preference: 55% of consumers prefer watching a video over reading about a product, so combining copy and video increases your chances of engaging different types of users. 

And with nearly 3.5 billion people expected to stream or download video content each month, that’s a huge audience you could be tapping into, directly from your own platform. 

  

How to Structure and Embed Videos for SEO 

Here’s a step-by-step guide to making sure your video content is structured for success, using Wickes, one of our clients, as an example: 

1. Upload your video: Use your site’s CMS or a third-party platform. 

 

2. Create a dedicated video landing page: Include the video, a strong title, a clear description, a transcript or relevant copy, and video schema. 

3. Embed the video elsewhere as needed: Once your VLP is live, you can embed the same video in blog posts, product pages, or category hubs, all while keeping the original VLP optimised for search. 

 

What you’re doing is building a searchable video library on your site. Each video gets its own optimised home base (VLP) but can be embedded wherever it makes sense. This gives Google a clear path to crawl and index your content, and helps your videos surface in relevant searches, without relying solely on platforms like YouTube. 

• Google can analyse and index video content, making it eligible to appear in search results. 
• Most videos in SERPs come from YouTube, but websites can rank using video landing pages (VLPs). 
• VLPs are dedicated pages that feature a video alongside titles, descriptions and transcripts to help Google index them. 
• Once created, videos from VLPs can be embedded across your site, improving visibility and SEO performance

If you want to boost your video rankings and drive better results, reach out to us at hello@summit.com, we can help you make the most of your advertising budget!

Written by Will Smith