How to add video schema markup via tag manager

Posted on 19/04/2017 by Team Hallam

Cut and paste this video schema markup example into your Tag Manager to improve the search engine rankings and visibility of your videos in the search engines.

Important note: this guide assumes that you understand the principles of Schema Markup, and that you’ll be implementing it via Google Tag Manager.   If you don’t, here is another guide to schema markup using Tag Manager that you can use to get started.

Why is video marketing important?

Forbes predicts that by 2019 video is expected to claim more than 80% of web traffic – and irrespective of the specific accuracy of this prediction, it does show how important video marketing is in the industry.

Forbes also estimated that embedding a video in a landing page can increase its conversion rates by 80%. It stands to follow you want to get as much traffic to these high performing pages, and using schema markup for your video content will help to improve its search engine visibility.

Furthermore, they’ve stated that “59% of company decision makers would rather watch a video than read an article or blog post”, so it makes absolute sense to at least try and cater to your audience in this way. So if videos improve your click through rates, this will most definitely help with your overall SEO performance.

So, if it’s so important, it stands to reason that you need to be optimising them if they’re on your website (or on YouTube – but that’s a whole different story): enter video schema markup.

Why do you need to use video schema markup on your website videos

Videos can be an incredibly useful tool for ranking in search engines – for some search queries, videos can outrank websites, particularly for “how to” type content. In the B2B or manufacturing sector this can be as simple as a how to guide on using your equipment, or simply on how it works.

Schema markup provides you with the ability to provide additional information about the video that will help to improve its rankings and visibility in the search engines.

For instance, take a look at this example on vertical lift conveyors:

Image - video results for video schema blog post

While this is a video from YouTube, it can also work for videos embedded on a website – either option is valid to get traffic to your company YouTube page or website, the videos just need to be optimised.

For a video embedded on your website, this is particularly useful as a user will then be redirected to that page on your website – if you design your landing page well, this will also give them access to the actual product information, testimonials or case studies, contact details etc. which could increase the chance of them becoming a customer.

How to add video schema to your embedded videos

Most of the time, the content available on a web page containing a video isn’t actually enough to let search engines know what that video is about. It will know what the title is, description and thumbnail (remember to do some keyword research so that these are properly optimised for terms that people will be searching for).

This is where schema is incredibly useful: it exists to serve as a “Spark’s Notes” version of website content, so you can fully describe what the video is about, who made it, how long it is etc within schema, as well as any number of details within these parameters should you wish to.

Here is some schema that I wrote up that contains the most useful (in my opinion) elements of schema to describe your video to search engines:

<script type="application/ld+json">
  "@context": "",
  "@type": "VideoObject",
  "name": "Name of the Video (title you gave it on YouTube/Vimeo/Website)",
  "caption": "whatever caption you'd like this video to have - this isn't a mandatory field but i would recommend it",
  "description": "A short description of your video: keep it concise (like your Video Meta Description in YouTube and Vimeo, so approximately 150 characters).",
  "thumbnailUrl": "",
"embedUrl": "A URL pointing to a player for the specific video. Usually this is the information in the src element of an <embed> tag",
  "uploadDate": "2017-04-05T08:00:00+02:00",
  "duration": "PT1M33S - this section has to be in ISO8601 formatting",
  "contentUrl": "",
  "embedUrl": "",
  "interactionCount": "2347",
"transcript": "A transcript of your video is helpful for SEO - it's also great for adding more detail about the video for search engines to understand given that the description above is so short"

As it says in the schema, it’s also incredibly useful to add a transcript of your video to the page – this also serves as useful content on the page that people can read and quote, as well as allowing search engines to crawl it.

Final Steps

So essentially, all you need to to is go into your Tag Manager account, and create a Video Schema tag that is custom HTML.

Copy the schema above and change the fields to reflect the specific details of your video and get it to fire on the page than contains the video. Switch on the preview and debug mode, if it’s firing publish it and test it in the Google Structured Data Testing Tool.

If you need more help, take a quick look at this guide to schema markup using Tag Manager.

And don’t forget if your video is part of a blog post. then you can also add blog posting schema to that page to describe the text content.



If you need help with your search engine optimisation. don't hesitate to contact us.

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