Top 10 attractions in Rome


The Colosseum

We reckon the Colosseum doesn’t need an introduction to be declared as the most important and most well-known monument of Rome, so much as to become a symbol of the city. UNESCO Heritage Site and one of the new seven wonders of the world, the Colosseum stands in the heart of Rome with a surface of over 3,000 square meters and 48 meters of height. You can get in and visit it buying your ticket.
TO DO: buy your ticket online and avoid the long queues.
PICTURE: go up the little hill between the Arch of Traian and the Colosseum and take a nice selfie. Be careful not to bother just married couples.


The great Michelangelo defined the Pantheon as “work of angels and not of humans”. Majestic, of a rare beauty and form, it stands right in the city center of Rome, a stone’s throw away from Piazza Navona. Admission is free.
When you visit it you won’t help but notice the big “oculus” above, an immense opening in the center of the dome. Legend says it was created by the Devil when scaping from the temple of God.
TO DO: stay in the center and look upwards, if possible, keeping your mouth close.
PICTURE: go to the center of the square, behind the fountain of Piazza della Rotonda and… you will have a lot of fun.

    Imperial Fora
    Imperial Fora

The Imperial Fora represent one of the most famous archaeological and historical areas in the world. Walking among the remains of what once was a great empire is a bit like a walk in history. Located half-way between the Colosseum and Venice Square, the Imperial Fora are one of tourists’ most loved interest points.
TO DO: enjoy a walk looking both left and right, trying not miss even the tiniest stone from Roman age.
PICTURE: go all the way to the end of the Imperial Fora, on the Venice Square side, turn around (you will have the VIttoriano behind you) and enjoy taking pictures to the Fora with the Colosseum in the background. A tip: if you can, take a picture at night.

    Basilica of St. Peter
    Basilica of St. Peter

We are talking about the biggest church in the world! It’s really hard to decide whether it is more astonishing inside or outside. Bramante, Raffaello, Antonio da Sangallo the Young, Peruzzi, Michelangelo. Especially Michelangelo, with his Pietà, one of his best works.
TO DO: go up to the dome to enjoy amazing views over the eternal city
PICTURE: stay 30-40 meters behing the obelisk in St. Peter’s Square and from there, take a picture of the splendid façade of the Basilica.

    The Sistine Chapel
    The Sistine Chapel

If we think about the Sistine Chapel we can’t help but talk about Michelangelo Buonarroti: 10 years took the great master to finish the frescoes. The Sistine Chapel is inside the Vatican Museums.
TO DO: in your visit to the Vatican Museums we recommend to go first to see Michelangelo’s masterpiece and then “pass” to the other art works.
PICTURE: avoid taking pictures to Michelangelo’s masterpiece. Besides ruining the frescoes, you will get very bad pictures. If you really can’t help it, focus on these works: the 7 things to see in the Vatican Museums.

    Villa Borghese
    Villa Borghese

If it’s not the most loved park by Romans, it isn’t far wrong. Greenery, art and entertainment enclosed within 80 hectares, what else do you need? You can decide whether to go for a nice walk, or enter the Borghese Gallery and discover the works by Tiziano, Raphael and Caravaggio, take your children to the Bioparco zoo or to the play center “Casina di Raffaello” or visit the many restaurants and the cinema.
TO DO: enter the museum of the Borghese Gallery.
PICTURE: unarguably, the Pincio garden, where you will enjoy views over the whole city of Rome. You will thank us…

    Trevi Fountain
    Trevi Fountain

Well-known thanks to Fellini’s “Dolce vita”, the Trevi fountain is still today one of the most visited tourist attractions. It’s an authentic architectural, cultural and engineering masterpiece. In the centre you will find the figure of Oceanus, then the statues representing Healthiness and Prosperity and finally the two horses ideally representing a stormy sea (on the left) and a calm sea (on the right).

TO DO: toss the coin. Popular tradition says that only after throwing the coin your dream of going back to Rome will come true.
PICTURE: go down the steps, get to the front row awaiting patiently your turn and take pictures at your choice. Selfies come out particularly well…

    Il Vittoriano in Piazza Venezia
    Il Vittoriano in Piazza Venezia

Piazza Venezia is placed right in the middle of the Roman tourist junction, half-way between the Colosseum and the Imperial Fora, on the one hand and via del Corso and via Nazionale on the other hand. If you have time, visit the Vittoriano, which represents the Italy of the last two centuries, with its majesty and its cultural and historical significance.

TO DO: climb the steps up to the terrace of the Vittoriano and admire closely the two quadrigas of the fatherland and freedom.
PICTURE: go towards the center of the square, paying attention to cars (!!). Place yourself in line with the Vittoriano and you will get very nice souvenir pictures.

    Piazza Navona
    Piazza Navona

Wonderful, relaxing and full of interesting things to see: from the Barroque church of Sant’Agnese in Agone built by Borromini to the Fountain of the Four Rivers by Bernini, from Palazzo Pamphilj to the Fountain of the Moor and Fountain of Neptune.
TO DO: visit it during the Christmas season, when the square is filled with stands and every single cobblestone radiates joy.
PICTURE: the “must” is the picture of the statue of Rio de la Plata, protecting himself from the imminent fall of the church of Sant’Agnese. It is a joke planned by Bernini towards Borromini.

    The Barcaccia and the Steps of Trinità dei Monti in the background
    The Barcaccia and the Steps of Trinità dei Monti in the background

Piazza di Spagna is probably one among the most famous squares in the world. It’s hard not to get excited admiring the splendid steps of Trinità dei Monti or sitting on the edges of the Barcaccia fountain.
There are also attractions for English poetry lovers, thanks to the Keats and Shelley museums, and for those who like going shopping, thanks to the very close via dei Condotti and via del Corso.
TO DO: sit down on the steps of Trinità dei Monti and watch people pass by.
PICTURE: we suggest a couple: a picture to the steps and another one to the square, taken from the balconies of Trinità dei Monti.


Test Service Markup – Sep 2020



  • [fourweekmba version=”margin-calculator”]
  • [fourweekmba version=”markup-calculator”]
  • [fourweekmba version=”cap-rate-calculator”]

Occupation Markup – Test


Test Product


Broker Markup






How to write meta descriptions using BERT

If you are confused about meta descriptions in SEO, why they are important and how to nail it with the help of artificial intelligence, this article is for you. 

If you are eager to start experimenting with an AI-writer, read the full article. At the end, I will give you a script to help you write meta descriptions on scale using BERTGoogle’s pre-trained, unsupervised language model that has recently gained great momentum in the SEO community after both, Google and BING announced that they use it for providing more useful results.    

I used to underestimate the importance of meta descriptions myself: after all Google will use it only on 35.9% of the cases (according to a Moz analysis from last year by the illustrious @dr_pete). In reality, these brief snippets of text, greatly help to entice more users to your website and, indirectly, might even influence your ranking thanks to higher click-through-rate (CTR)

While Google can overrule the meta descriptions added in the HTML of your pages, if you properly align:

  1. the main intent of the user (the query you are targeting), 
  2. the title of the page and
  3. the meta description

There are many possibilities to improve the CTR on Google’s result pages. In the course of this article we will investigate the following aspects and, since it’s a long article, feel free to jump to the section that interests you the most — code is available at the end.

What are meta descriptions?

As usual I tend to “ask”  “experts” online a definition to get started, and with a simple query on Google, we can get this definition from our friends at WooRank:

Meta descriptions are HTML tags that appear in the head section of a web page. The content within the tag provides a description of what the page and its content are about. In the context of SEO, meta descriptions should be around 160 characters long.

meta description definition

Here’s an example of what a meta description usually looks like (from that same article):

meta description example

How long should your meta description be?

We want to be, as with any other content on our site, authentic, conversational and user-friendly. Having said that, in 2020, you will want to stick to the 155-160 characters limit (this corresponds to 920 pixels). We also want to keep in mind that the “optimal” length might change based on the query of the user. This means that you should really do your best in the first 120 characters and think in terms of creating a meaningful chain by linking the query, the title tag and the meta description. In some cases, within this chain it is also very important to consider the role of the breadcrumbs. As in the example above from WooRank I can quickly see that the definition is coming from an educational page of their site: this fits very well with my information request.  

What meta descriptions should we focus on?

SEO is a process: we need to set our goals, analyze the data we’re starting with, improve our content, and measure the results. There is no point in looking at a large website and saying, I need to write a gazillion of meta descriptions since they are all missing. It would simply be a waste of time.

Besides the fact that in some cases – we might decide not to add a meta description at all. For example, when a page covers different queries and the text is already well structured we might leave it to Google to craft the best snippet for each super query (they are super good at it ?). We need to look at the critical pages we have – let’s not forget that writing a good meta description is just like writing an ad copy — driving clicks is not a trivial game.

As a rule of thumb I prefer to focus my attention on: 

  • Pages that are already ranking on Google (position > 0); adding a meta description to a page that is not ranking will not make a difference.
  • Pages that are not in the top 3 positions: if they are already highly ranked, unless I can see some real opportunities – I prefer to leave them as they are.
  • Pages that have a business value: on the wordlift website (the company I work for), there is no point in adding meta descriptions to landing pages that have no organic potential. I would rather prefer to focus on content from our blog. This varies of course but is very important to understand what type of pages I want to focus on.

This criteria can be useful, especially if you plan to programmatically crawl our website and choose where to focus our attention using crawl data. Keep on reading and we’ll get there, I promise. 

A quick introduction to single-document text summarization

Automatic text summarization is a challenging NLP task to provide a short and possibly accurate summary of a long text. While, with the growing amount of online content, the need for understanding and summarizing content is very high. In pure technological terms, the challenge for creating well formed summaries is huge and results are, most of the time, still far from being perfect (or human-level).

The first research work on automatic text summarization goes back to 50 years ago and various techniques. Since then, they have been used to extract relevant content from unstructured text.  

“The different dimensions of text summarization can be generally categorized based on its input type (single or multi document), purpose (generic, domain specific, or query-based) and output type (extractive or abstractive).”

— A Review on Automatic Text Summarization Approaches, 2016.


Get Rich Snippets on Google’s SERP with

Rich snippets and other features that you can obtain on Google’s SERP using the schema markup in 2019

Within the past 10 years, the appearance and function of Google’s SERP have drastically changed with the inclusion of several rich snippets and SERP features that provide additional functionalities for users and adds challenges for SEO experts. 

In fact, these rich snippets provide unique opportunities to increase CTRs as well as lower opportunities of appearing on the SERP with a simple blue link. This guide will introduce you to the various forms of rich snippets you can find on the SERP and then will focus on using structured data to optimize your content for rich snippets.

Let’s start with the basics…

What are Rich Snippets and SERP Features and why they are important?

When you search for Neil Armstrong on Google, you will receive different results both in the form of snippets and blue links. What distinguishes a rich snippet from a normal one is that a rich snippet is a specialized form of search result that is tailored for a particular task or function rather than a simple blue link.

In this example, you can see a Knowledge Card about Neil Armstrong, a collection of movies about him, a group of people who are usually searched together with this astronaut, and a series of Top News which refer to this search.

SERP result displaying rich snippets of Neil Armstrong

Other examples include: the movie schedule for a given cinema when searching for movies in your area. When searching for a chocolate cake, a photo, item description, nutritional information and recipes pop-up.

What makes rich snippets important in SEO is that now, these snippets have become more important than the regular blue links. Rich snippets are more engaging as they can contain pictures, highlighted information and links more closely associated with the search terms. In addition, they are viewed as both more trustworthy and convenient as not only does the content stand out from the other search results, but it is far more likely to be much more closely associated with the official content such as an official website and social media.

An Important Note on Structured Data

Much of these rich snippets require the development of structured data to fully utilize their benefits. Structured data is an on-page markup that adds additional information to your website and provides it to users seeking relevant information on the SERP. It utilizes HTML coding and Schema markup to communicate with the search engine regarding your content. 

Here is what Google states on its introductory guide to structured data:

Google uses structured data that it finds on the web to understand the content of the page, as well as to gather information about the web and the world in general.

In this article, you will find more specific information on how to optimize your content for each type of rich snippet using structured data. 

We at WordLift can help you develop structured content for your website, not only to be on the Google SERP, but to appear in the newer, much more engaging content found in rich snippets. We’ll go through the types and uses of much of this data using the schema markup. If you’re wanting more specific uses of structured data or how best to utilize it for your content, we’re always happy to provide our services and assistance.

Informational – The Do-It-All Features

Some search features are just as potatoes: they can be served in a number of different ways and are a good pairing with a good number of different plates. In this page, you will find out how to obtain visibility with:

  • Featured snippet
  • PAA
  • FAQ
  • How-To
  • Answer Box Results
  • Explore Panel
  • Knowledge Graph Carousel
  • Site Links

Featured Snippet

An Example of Featured Snippet from Windows Report, one of the website that use WordLift.

A featured snippet features a website in a specialized format, providing a relevant passage and an accompanying photo. Featured snippets on Google may lead to higher CTRs, due to their more highlighted presence and description. 

To increase the odds of being featured in a featured snippet, your website should include at least a brief description relevant to the topic. The more precise and vivid you are in your descriptions, the more likely it is that Google will understand your webpage. A more careful selection of keywords will also help Google’s algorithm understand the website.

Structured Data and Featured Snippets

Structured data may help, but it’s not always needed to appear with a featured snippet. In this case the most relevant answer with a well-curated formatting is often enough.


A PAA snippet example from the Louvre's website

People Also Ask (PAA) is a rich snippet that contains a selection of questions that are similar to those found in a Q&A section of a website. Each question in the snippet can be opened to reveal its corresponding answer. As a question is selected, the revealed answer lists to a website and the snippet expands to add more questions related to the one answered. 

If you want the answers in the snippet to link back to your website, start by optimizing your content for each targeted query. Adding keywords to headings and use paragraph tags also helps. Keep in mind that if you want to be on a PAA snippet list for a particular question, you will want to make sure your content meets the News Publisher criteria for fact checks.

Structured Data and PAA

Utilizing structured data is a vital aspect to having your website provide answers on the PAA snippet. Using the markup, answers can be provided in different forms, such as: specific questions from an FAQ or Q&A page (Question markup), specific questions and their specific answers (QAPage markup) or instructions on how to achieve a result by following sequential steps (HowTo markup). Using these markups will make your content more likely to appear on the SERP as part of a PAA snippet. Read the full definitions of QuestionQAPage and HowTo on Schema.


A Frequently Asked Questions (FAQ) page uses official questions from a website on a particular topic. Note that this is only for official answers and questions and should not include content submitted by other users. This rich snippet appears in a block comprising of a series of similar questions, similar to the PAA section. The block titles indicate more specific questions. A FAQ page is useful for:

  • General business enquiries
  • Inquiries arising from brand properties
  • Inquiries concerning long-form products
  • Inquiries concerning specific products

Each question in a FAQ page depends on the answer provided. The more Google can provide answers, the more chances there are for users to find their way to the right website. For each section, it’s recommended that you add a title describing the content of the questions as a means of content organization and helping Google identify your content.

The FAQ type indicates that the page contains a question and answer excerpt. If the content is a long-form answer, you may want to consider including an FAQ section on your website.

Structured Data and FAQ

Note that FAQ is a structured data dependent feature which uses the FAQPage schema markup. You can use the Structured Data Testing Tool to validate and preview your content. The full definition of FAQPage is available on Schema.


HowTo snippet example

HowTo results are snippets that present instructions on completing a specific task or activity. These results can be categorized into varying types depending on the kind of details that need to be provided. The HowTo type indicates that the page contains a tutorial, a list of steps, or a list of actions. There are two types of HowTo types:

  • A pre-filled HowTo type, represented by a container element containing steps or a list of steps.
  • A more structured data-heavy HowTo type, represented by a child container item containing an HTML snippet.

The former type is intended for informational content that answers questions, while the latter type is designed specifically for videos and other experiences that require viewers to follow a series or a chapter in order to be successful. Note that HowTo structure type does not include recipes, as that has its own form of structured data markup.

Structured Data and HowTo

You must include the required properties for HowTo pages for your content to be eligible to display it as a rich result. Most websites are able to display HowTo rich results regardless if they have HowTo structured data. You can use the Structured Data Testing Tool to validate and preview your structured data. Please note that HowTo pages may not appear in all languages. The full definition of HowTo is available at Schema.

Answer Box Results

An example of an Answer Box rich snippet

This is a snippet that you might see on the SERP for question queries like “Why can’t I eat?” The Answer Box usually appears at the top of the main feed under AdWords results. It’s part of the core Knowledge Graph that contains other relevant contextual information like ratings and questions. When you click on it, you‘ll be taken to a result that lists the previous or current queries of the users.

This feature is helpful for those users who can’t provide a specified question, as the previous search results can show the answer. This feature is also useful for content creators, as it makes their content more likely to appear. This feature can also be seen in the Top Stories carousel.

Structured Data and Answer Box Results

While there isn’t a specific markup of structured data that is utilized with the Answer Box Result, you can use HowToQuestion and QAPage to provide useful markup for your page. Providing keywords, entities (people, places, objects) and direct answers to a provided question can help to highlight your website. The full definitions of  HowToQuestion and QAPage andcan be found on Schema.

Explore Panel

Explore Panel on the Battle of Waterloo

The Explore Panel displays a card with up to seven images, a description (usually from wikipedia), important information, and related searches. In the above example of the “Battle of Waterloo,” the panel includes several images related to the event, a brief description linked to Wikipedia, some important information and related searches.

Three factors drive the inclusion of infographic content in search results: relevance, the number of items to be shown, and the quality of the resulting presentation. Focusing on these factors will help provide enough content necessitate the inclusion of an Explore Panel.

Structured Data and the Explore Panel

Structured data relevance for the Explore Panel has not being documented by Google or suggested by anyone else for the moment being. Still, structured data may help Google better understand and classify your content in order to include it.

Knowledge Graph Carousel

Featured example of the knowledge graph carousel

The Knowledge Graph Carousel features information from different sources that are grouped under a specific heading. The main benefit of this feature is the ability to provide more specific answers to a query. All items within a carousel must be of the same type, such as: a recipe or an article. Note that the Knowledge Graph Carousel does not include any Google ads.

To maximize the visibility of your content, it is recommended to update your web pages with schema markup. This will make the content eligible for the Knowledge Graph feature. The Knowledge Graph Carousel contains information from Google’s Knowledge Graph, which has a lot of different websites under its roof. It can help your site reach the right keywords by providing a better contextual link between the different websites. SEOs can then focus on optimizing websites to provide users with the information that Google needs.

Structured Data and the Knowledge Graph Carousel

Using the ListItem markup will allow you to list the items that will be used for the carousel. This can be done as separately, listing all of the items linked to different pages; or as one page, providing the full information of each item. The full definition of ListItem is available at Schema.

Site Links

Site links for DisneyWorld

Google Search can also expose sitelinks. This results in a white box with links to subsections of a website appearing under the results on the SERP, which can help users reach the right sections of a website. Google Search can also automatically add a sitelinks search box or sitelinks search result to your site if it can prove to Google that the search intent of the users is not being served the content through other means. Here is an example of a sitelinks search result, which is shown for searches related to ‘DisneyWorld’

The sitelinks feature includes an embedded search box that provides quick access to a website’s search results. Google Search can automatically add this search box to your site if it detects content that qualifies as technical information for a search question or a result that answers a question.

Structured Data and Sitelinks

A search box can also be added to your website, so long as you’re using its own search engine embedded in the site. Then, use the WebSite schema markup to provide structured data for the search box. The full definition of WebSite can be found at Schema.


How To Build A High-Converting Video Website That Ranks

Effectively ranking a video-on-demand website in search engines is a challenge many content creators and businesses face.

And with the ongoing global pandemic and current landscape, many have started looking into taking their businesses, events, and organization online by launching a video-on-demand site to host/monetize their content and have it globally accessible.

When the majority of your content is video-based and hidden behind a paywall, it can make on-page SEO feel like a constant uphill battle. But it doesn’t need to be. 

By learning how to build your video website the correct way, you can create a platform that ranks well for your target keywords and also outranks YouTube, like this one.

In this guide, I’m going to show you how our best Uscreen clients have optimized their video websites to rank high on SERPs and convert.

How To Build A High-Ranking Video Website In 7 Steps

Step 1: Perform A “Netflix Audit”

The first step is to perform what I call a “Netflix Audit.”

This involves going through your website and stripping it of any elements that make the logged-out view of your website look like Netflix’s logged-in dashboard. That’s this page here:

converting video website

Video websites often try to emulate Netflix’s design because it looks aesthetically brilliant, showcases the depth of their video database, and has a familiar feel to their target customers.

As you can see from the design below on Magic Stream’s website, it looks and feels just like Netflix:

But this type of theme design on your website’s customer-facing website pages comes at a high cost to both SEO and conversions, because it:

  • Decreases your website’s speed
  • Limits the amount of text (and keywords) which feature on a page
  • Doesn’t provide enough context for semantic search
  • Doesn’t contain elements needed to convert a customer (like CTAs or product info)

Combined, these elements can have a negative impact on your website’s rankings. If nothing else, the layout is complex for Google’s crawlers to work their way through, and filled with information they struggle to interpret.

Netflix understands the pitfalls of using this dashboard view and, despite not having a search-led marketing campaign, they still opt for a text-based homepage.

If your video website is heavily reliant on this Netflix-style theme, I highly recommend you keep this dashboard-view for the paid (read: logged-in) version of your website and use a more traditional-style landing page for your homepage and subsequent category and taxonomy landing pages.

Step 2: Optimise Your Website’s Homepage

The most important page of any video on demand website is the homepage. It has two crucial jobs:

  1. Ranking: it needs to be well structured to compete for good positions in the SERPs
  2. Converting: it needs to convince visitors to become customers

Your homepage is one of the few pages that will be eligible to rank for search terms because it isn’t behind a paywall, so it’s your chance to shine in the SERPs. It’s also one of the few pages visitors will see before making a purchasing decision.

These factors mean the page will need to be optimized enough to rank for your target keywords but also structured in a way that showcases your product. Basically, it needs to be both a landing page and a sales page rolled into one. 

To help you achieve this, let’s split this step into mini-sections.

Ranking: How To Optimise Your Video Homepage For Search Engines

To create a well-optimized homepage, you will want to rank for two kinds of keywords:

  1. Branded: the keywords you “own” (such as your company or product name) 
  2. Most relevant: a short or medium-tail keyword likely to drive relevant traffic

If you’re already fleshing out your SEO strategy, you will already have these keywords in place. Use this guide to understand how keyword research works and how to get started.

To ensure you have space to naturally include these keywords on your page, follow the 80/20 rule:

  • 80% of your homepage should be made up of keyword optimizable elements (headers, text, images, etc.)
  • 20% of your homepage should be made up of video

In a recent study, we’ve found that your homepage’s length doesn’t play too much of a role in how you rank—our top four ranking Uscreen video websites have less than 500 words on their homepage—but making use of this 80/20 balance does.

Be sure to feature your target keywords in

  • At least one H1 or H2 tag
  • The Alt tags for at least one image
  • Your title tags and meta description

IndieFilmHustle TV, a video website focused on indie filmmakers and screenwriters, is a great example of getting this right with limited text.

Their target keyword is “Indie Film Channel” which they strategically placed in key places for semantic search, namely the page’s header, and title tags:

Doing this has enabled them to have enough information and context for Google to willingly rank them in the second position for their target keyword.

Converting: How To Structure Your Video Homepage For Sales (A 10-Point System)

We find high-converting video homepages all follow a similar structure from the top of their page to the bottom. 

This can be varied depending on your branding and what you feel looks best for your site, but these elements should be present in some way. Here are the 10 points they all hit:

  1. Hero image or carousel: vivid and relevant product or niche imagery
  2. Subscription info: two-to-three sentences about your product and any free trials
  3. Expanded product info: text-based information about your product or page (which can be supported by video or text)
  4. Free trial link: 52% of people who sign up for a free trial convert into paying customers
  5. “How It Works” section: a bullet-point list of how video on demand works (as it relates to your product)
  6. Testimonials: share the views of your fans and customers
  7. Payment and pricing: the cost of your product with a sign-up button
  8. Featured videos: a small catalog section with JPEG images internally linked to video pages
  9. Social media: updates from your latest social media posts (if applicable)
  10.  Free trial link: a final mention of your product’s free trial

A great example of this structure is the video on demand website, Naturally Sassy

If you work your way down the page, the comprehensive home page allows the videos and services as the focus, without compromising on any on-page SEO factors.

Step 03: Make Use Of Strategic Target Keywords

When Google has a limited amount of information to work with, context is everything. 

The more information you can provide in fewer words, the more it will help you set the foundation for a highly rankable website. One way you can provide more context is by using Latent Semantic Indexing (LSI) keywords.

LSI keywords are related to your target keyword or the focus of your website and help Google understand the big picture of what your website is about. And even though Latent Semantic Indexing is old technology, and search engines might not heavily rely on LSI these days, it’s still one of the best SEO practices to make sure that your storefront and other pages are targeting a set of keywords and key phrases relevant to what you represent and what searchers are actively looking for when searching for your content.

Let’s say you run a pop-culture website and you create a video web page talking about “Avatar.” Google would look for these set of keywords to determine if you are referencing:

  • Avatar – The 2009 Film (Film, James Cameron, CGI, etc.)
  • Avatar – The Metal Band (Music, Guitar Solo, Tour Dates, etc.)
  • Avatar – The Anime Cartoon (Aang, Nickelodeon, Waterbending, etc)

These keywords are especially important if your target keyword could be interpreted in multiple ways. Take KweliTV, an independent film streaming platform, for example, whose target keyword is “black streaming service.”

The word “black” makes this keyword unspecific; it could be referring to a brand called Black or an illegal black-market streaming service. 

To ensure their website is recognized as a streaming service for black people, KweliTV uses a range of LSI keywords like:

  • Black community
  • 100% black-owned
  • African descent:
    – Caribbean, 
    – African American
    – Latin American
    – European
  • Diversity
  • Cultural issues.

These keywords will often naturally appear in your website’s copywriting. But, you can also find them suggested using a tool like WooRank’s keyword tool.

Step 04: Hit The “Big Three” Of Video Optimisation

This part is simple.Google is looking for three things when analyzing a video:

  • Title: a descriptive headline for the video 
  • Description: a clear description of what the video is about
  • Thumbnail: an image relevant to the content

These enable Google to determine what your video is about if it’s unique and valuable, and whether it’s worth ranking and are non-negotiables in the eyes of Google’s webmaster guidelines.

Because Google doesn’t “watch” your video in the same way it “reads” a blog post or article, this extra information provides more context and an understanding of how the video will look to the viewer.

Step 05: Build Video Optimised Pages To Attract Traffic

As a video content creator, you are likely to use video to help promote your business. One way to capitalize on this, and to generate more organic search traffic, is to focus on ranking video pages and category pages.

These pages are a great way to add high-value content to your video on demand site, which is also likely to attract links and social signals that can improve your rankings.

The structure of these pages is similar to that of a blog post, which as standard will include:

  • Keywords in your headline tags
  • LSI keywords throughout the page
  • An optimized meta-description
  • Minimum 300 words text
  • Internal links to other website pages

Moz does this brilliantly with their Weekly Whiteboard Friday video posts, like this one on SEO title hacks:

They use a short, keyword-rich introduction to the video, and then follow it up with a blog-post style transcription of the video below.

Video content is well and truly at the core of this content, but these extra touches help to increase the perceived value of the content and have some positive semantic search factors.

Step 06: Use Schema Markup To Add Depth 

Google has a hard time understanding video content. They can glean limited information from the audio and video files but are still heavily reliant on text and users to provide context.

You can make Google’s job much easier by applying schema markup to each of your video and category pages. This allows you to tag elements of your video like:

Adding schema markups to your video and category pages will enable Google to display your pages as rich results. Here you can find the ultimate checklist to rank in the Google Top Stories Carousel.

Step 06: Use Schema Markup To Add Depth 

Google has a hard time understanding video content. They can glean limited information from the audio and video files but are still heavily reliant on text and users to provide context.

You can make Google’s job much easier by applying schema markup to each of your video and category pages. This allows you to tag elements of your video like:

Adding schema markups to your video and category pages will enable Google to display your pages as rich results. Here you can find the ultimate checklist to rank in the Google Top Stories Carousel.

Source: IMPACT

Although schema markups don’t directly impact rankings, it can help Google understand the information on your pages better. This is super helpful for your video pages and category pages.

You can read the full guide to video schema markup right here.

FAQ Schema for Video and Category Pages

Another great tactic to increase your SERP real estate and drive more clicks is to use FAQ schema markups on your video and category pages.

What is FAQ schema?

“A Frequently Asked Question (FAQ) page contains a list of questions and answers pertaining to a particular topic. Properly marked up FAQ pages may be eligible to have a rich result on Search and an Action on the Google Assistant, which can help your site reach the right users.” -Google

Here’s an example of an FAQ rich result:

Although Google only mentions FAQ schemas for FAQ pages, this doesn’t mean that you can’t leverage this type of schema on other pages.

In fact, adding a FAQ section to your category and video pages, not only will allow you to naturally add context to the pages but also will allow you to answer frequently asked questions, boost your visibility on SERPs and organic traffic.

For example, let’s say you’ve launched an online yoga studio and published a series of yoga workout videos for back pain. By answering several frequently asked questions around the topic (Yoga poses for back pain), and adding FAQ markup to your category page, you can both elevate the user-experience as well as organic traffic. 

In the example below, you can see how this page is using FAQ markup to do exactly that:

Check out this guide to learn more about how you can easily add FAQ markups to your pages using GTM, regardless of your CMS.

Step 07: Make Use Of YouTube

YouTube is the world’s largest video search engine and it should play a part in your website’s overall SEO strategy.
As you can see in this example from TawzerDog, it’s possible to rank first for keywords on both search engines, without negatively impacting your search results:

Uploading your marketing videos to YouTube can provide social signals back to your website, as well as bringing in traffic from people who find you on their platform. 

Wrapping This Up…

Although ranking a video and live streaming website is more challenging than your usual text-based website, I hope you can see it’s not impossible. 

By setting the foundation of good on-page SEO, and focusing on user-experience over video-showcasing, you can build a website framework that ranks well, even with limited content.