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视频搜索引擎优化 (SEO) 功能如何帮助三家全球性发布商更有效地覆盖其受众群体
发布日期：2023 年 7 月 19 日
视频作为一种内容创作格式变得越来越重要，在网络上观看视频的用户人数也不断增加，所有平台和语言区域的 Google 搜索结果中都可能会出现视频。Google 致力于找出、理解和展示网络上的实用视频，帮助用户找到相关内容并使其更易于观看。
许多网络发布商遵循视频搜索引擎优化 (SEO) 最佳实践并使用 Search Console 视频索引编制报告、视频富媒体搜索结果状态报告，以及效果报告，来监控、修正和衡量视频在 Google 搜索中的成效，不仅提升了视频内容在 Google 搜索界面中的曝光度，也提高了网站流量。以下是一些成功案例。
Weather.com 发现已编入索引的视频网页数量增加了 2 倍
Weather.com 隶属于 IBM 的 The Weather Channel 品牌，他们发现在实现视频标记后，Google 编入索引的视频网页数量增加了两倍以上，因此用户更容易找到视频。
Weather.com 内容策略和产品主管 Lea Ann Leming 说道：“我们的团队热衷于为消费者提供服务，以及确保人们能够安全应对各种天气并获得相关天气资讯，无论是规划日常活动还是在天气恶劣时采取措施保护家人，我们都希望能提供助力。我们每天制作大量视频，[Weather.com] 能够适当提高[视频网页]的曝光度，让用户能通过另一种方式找到他们需要且希望由我们品牌提供的天气信息。”
在实现过程中，Weather.com 团队同时使用了富媒体搜索结果测试和 Search Console 视频索引编制报告。“这些是我们在迭代时检查架构是否有效的不错工具。”
Italiaonline 发现，视频点击次数增加了 841%，视频索引编制错误数减少了 85%
Italiaonline 是意大利领先的数字集团之一，旗下有多个访问量很高的全国网络网站。通过各种服务和多个网域，Italiaonline 覆盖了 62% 的意大利市场，拥有 2720 万名唯一身份用户。
Italiaonline 的营销总监 Domenico Pascuzzi 表示：“如今，视频是最具吸引力的在线内容类型，因此我们在 Google 搜索最佳实践中优先实现视频，以提高视频内容的自然搜索排名，并为客户带来新的视频商机。”
Italiaonline 发布与高级技术开发总监 Gionata Matteucci 说道：“得益于所提供的文档，集成流程非常顺畅。”
为了监控视频网页在实现之后的效果，Italiaonline 使用了 Search Console 视频索引编制报告，该报告还针对仍需修正的问题提供了数据分析。因此，在实现视频结构化数据后，他们的视频点击次数增加了 841%，自然搜索的曝光次数增长了 353%，视频索引编制错误数则减少了 85%。
ABP News 提升了 8 种地区语言版本的曝光度，使流量增长了 30%
ABP News 是印度的一家大型新闻发布商，拥有 8 种地区语言版本的大量视频内容。ABP 通过添加结构化数据、采用 Google 搜索的视频最佳实践以及测试视频重要时刻等新功能，提高了其内容在 Google 上的曝光度。
“ABP Network 的视频涵盖范围非常广，是新闻内容延伸的关键。我们针对全部 8 种地区语言实现视频最佳实践，提高了视频内容的曝光度，进而使流量增长了 30%。”- ABP Network 首席执行官 Avinash Pandey
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[null,null,[],[[["\u003cp\u003eWeather.com increased indexed video pages by 2x after implementing video structured data, leading to greater discoverability in Google Search.\u003c/p\u003e\n"],["\u003cp\u003eItaliaonline saw an 841% increase in video clicks and an 85% decrease in video indexing errors by implementing video structured data and utilizing Search Console reports.\u003c/p\u003e\n"],["\u003cp\u003eABP News improved the discoverability of their video content across 8 regional languages by following video SEO best practices, resulting in a 30% traffic growth.\u003c/p\u003e\n"],["\u003cp\u003eUsing video SEO best practices and Search Console tools can help content publishers increase video visibility, traffic, and user engagement.\u003c/p\u003e\n"]]],["Global publishers enhanced video discoverability through Google Search optimization. Weather.com doubled indexed video pages using video markup and Search Console tools. Italiaonline saw an 841% increase in video clicks, an 85% drop in indexing errors by implementing video structured data and monitoring reports. ABP News optimized content across eight languages, using structured data, video best practices, and new features, achieving a 30% traffic growth. These publishers leveraged Google's tools and best practices for video SEO.\n"],null,["# Cross-regional Video SEO Case Study | Google Search Central\n\nHow video SEO features helped three global content publishers reach their audiences more effectively\n====================================================================================================\n\nPublished on July 19, 2023\n\n\nVideos continue to grow in importance as a format for content creation and consumption on the\nweb, and they can appear in Google Search results across all platforms and locales. Google aims\nto identify, understand, and display useful videos from around the web, helping people find\nrelevant content and making it easier to consume.\n\n\nBy following the [Video SEO best practices](/search/docs/appearance/video) and using\nthe [Search Console Video indexing report](/search/blog/2022/07/video-indexing-report),\nVideo [Rich Result Status report](https://support.google.com/webmasters/answer/7552505),\nand [Performance report](https://support.google.com/webmasters/answer/7576553)\nto monitor, fix, and measure videos on Search, many web publishers have achieved greater\ndiscoverability of their video content across Search surfaces, and increased traffic to their\nsite. Here are a few success stories.\n\nWeather.com saw the number of indexed video pages increase 2x\n-------------------------------------------------------------\n\n\nWeather.com, part of IBM's The Weather Channel brand, noticed after implementing the video\nmarkup that the number of video pages indexed by Google more than doubled, making the videos\nmore easily discoverable by users.\n\nLea Ann Leming, head of content strategy and product for Weather.com, said: \"Our team is\npassionate about serving the consumer and keeping people safe and informed in the face of\nweather, whether that's to help plan their daily activities or to help them take strides to\nprotect their families during severe weather. We produce an immense amount of videos daily,\nand \\[Weather.com's\\] ability to properly optimize \\[video pages'\\] discoverability gives our\nusers yet another way to find the weather information they need and expect from our brand.\"\n\n\nDuring the implementation process the Weather.com team used both the [Rich Results Test](https://search.google.com/test/rich-results)\nand the [Search Console Video indexing report](https://support.google.com/webmasters/answer/9495631).\n\"These are great tools to check for the effectiveness of the schema as we iterate.\" \n2~x~\n\nIncrease in indexed video pages\n\nItaliaonline noticed an 841% increase in video clicks and 85% decrease in\nvideo indexing errors\n-----------------------------------------------------------------------------------------------\n\n\nItaliaonline is one of Italy's leading digital groups and owns highly visited national network\nwebsites. Across the various services and multiple domains, Italiaonline reaches 62% of the\nItalian market, with 27.2M unique users.\n\n\nDomenico Pascuzzi, Marketing Director Publishing at Italiaonline, told us: \"Today, video is\nthe most engaging online content type, that's why we prioritized implementing Videos on\nSearch best practices to boost organic search rankings of our video contents and unleash new\nvideo opportunities for our clients.\"\n\"The integration process went smoothly thanks to the documentation provided,\" said Gionata Matteucci, Publishing \\& Adv Technical Development Director at Italiaonline.\n\n\u003cbr /\u003e\n\n\nIn order to monitor the performance of their videos pages post implementation, Italiaonline\nused the Search Console video indexing report, which also provided insights on what still\nneeded to be fixed. With that in mind, they implemented video structured data and saw a 841%\nincrease in video clicks and 353% increase in impressions in organic Search, while video\nindexing errors decreased by 85%. \n841~%~\n\nIncrease in video clicks on Google Search \n85~%~\n\nDecrease in video indexing errors\n\nABP News enhanced their discoverability in their 8 regional languages, leading to 30% traffic growth\n----------------------------------------------------------------------------------------------------\n\n\nABP News is a large news publisher in India with a large corpus of video content across 8\nregional languages. ABP optimized their content discoverability on Google by\n[adding structured data](/search/docs/appearance/structured-data/video),\nadopting the [video best practices](/search/docs/appearance/video)\non Search and piloting new features like [Video key moments](/search/blog/2021/07/new-way-key-moments).\n\n\n\"ABP Network has extensive video coverage which is key for our news content expansion. By\nimplementing the video best practices across all our 8 regional languages we have improved\ndiscovery of our video content leading to a 30% growth in traffic.\"---Avinash Pandey, Chief Executive Officer, ABP Network \n30~%~\n\nGrowth in traffic from Google"]]
