Search engines are generally very good at analyzing and understanding the text content on web pages. But have a more difficult time with other forms of content like images videos, recipe, audio clips and other forms of content. Let’s take a look at a few different ways we can go about optimizing these kinds of content for target keywords. One simple best practice is to use the text surrounding the non text elements to describe what it's all about. This makes perfect sense if you think about it.
Having a paragraph of text describing a particular video right next to itself is a very common practice. And the images embedded in line with text often have text titles under them and they are typically relevant to the text on the page. Image slideshows or carousels often contain a textual title and description of each photo in an audio clip typically has a description and may even have a complete transcription as well. Search Engines do analyze the text that is in close proximity to the non-text components, making the assumption that there is some topical correlation between those elements.
Aside from using the text that is near the nontext elements, there's also some code that we can use to help the search engines out, let’s take a look at the following non-text element:
Images are frequently used by businesses online and the way images appears to the search engines is quite different from human view. The search engine crawls through the entire pages of a site, using the source code or HTML code behind those pages. Search engine makes use of the alt tag to describe the image content of a page. For example
<img alt="Your Image Description" src="/images/b2bsmall.jpg" title="Title of Image"
class="align none" height="75" width="120">
The alt or attribute tag provides some description and src provide the location of the image. To further explain the image content or description to the search engine I recommend you make use of the schema.org microformat for images. This allows us to optimize our images for the search engines.
Another form of content is the use of video clips. Again the search engines can only see the HTML or source code behind the web page, and to further explain to the search engines on what the video is all about. To do this, we are going to make use of the schema.org microformat code, to further explain to the search engine. Here is an example used for video description using schema.org microformat meta description
< --VIDEO GOES HERE FOR METADATA DESCRIPTION -->
<div item prop="video" item scope item type="http://schema.org/Video Object">
<h2>Video: <span item prop="name">TITTLE OF YOUR VIDEO</span></h2>
<meta item prop="duration" content="TIM33S"/>
<meta item prop="thumbnail" content="THUMBNAIL DISCREPTION>JPG"/>
<span item prop="description">TELL THE SEARCH ENGINE WHAT YOUR VIDEO IS ALL ABOUT</span></div>
Making sure that you provide as much information to the search engines can only help your overall search engine visibility. For video content, you can also make use of video sitemaps. XML sitemaps are filed that use a special syntax to provide the search engine with a list of all the pages and content found on your websites, along with some attributes that describe the content.
There are different formats for different types of content and video sitemaps helps to inform the search engine exactly where our video content is, along with what is about using things like title and description attributes.
Using and mixing of different types of content can be a great way of engaging your visitors and help down the conversion path. And just because a piece of content doesn’t use words, doesn’t mean that we cannot help the search engine understand what the content is all about. With the surrounding text, some code elements and site maps, you can open up all of your content to search engines and be well on your way by attracting new traffic to your web pages.
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