Search Engine Optimization of Video Content
Search Engine Optimization of Video Content

Summary/Abstract: The digital transformation of organizations and their content is key to their continuous improvement. Businesses and other organizations, as well as state and public institutions, are gradually digitizing their content. They transform it from paper to digital online form. Modern organizations choose the video format with which they have the opportunity to reduce the environmental impact and cost of paper, including its storage and maintenance or scanning, faster processing of inquiries or even increasing customer satisfaction. A huge number of people watch live broadcasts every day, i. e. streams their creators on platforms like Twitch, YouTube, Facebook or TikTok. Video is becoming one of the most important formats for presenting and promoting organizations, but also individuals, even in the results of online search engines. This paper discusses of the most important aspects of optimizing video content for search engines. We created an experiment establishing a YouTube channel to see after 1 year its across various metrics of success and improving its visibility in Google Search. We've identified key search engine optimization factors for searches related to video content. We have analysed the impact of video in search on customer behavior. We also created a dashboard for content analysis in Google Analytics for easier analysis of results in the future.

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