Is it higher to embed or hyperlink to movies?
Video is a powerful marketing tool – it can increase traffic, leads, and (most importantly) sales. In fact, 78% of video marketers say video directly drives sales.
There are currently two ways to place videos on your landing pages or website: linking or embedding videos. Both will help you take advantage of the power of video marketing, but can have a significant impact on the searchability of your video content.
Which method should you choose? This article compares the pros and cons of embedding or linking videos on your website and the SEO benefits.
Which is better: embed or link to videos?
Let's discuss the difference between embedding and linking videos.
With an embedded video, you can rent the video from another platform. Visitors can watch the video on your website without leaving the current page.
In contrast, linking a video shares the video's URL. When readers click the link, they will be taken to the page that hosted the video.
If you want to include videos in a website, it is better to embed videos.
Now let's examine why this is so. First, let's take a look at what exactly embedding or linking a video means.
What does it mean to embed a video?
An embedded video gets or rents the video content from the original platform.
For example, your video is hosted on YouTube, but website visitors can view it on your website.
You have likely come across embedded videos. Check out this embedded video from the beauty blog "Into the Gloss". Visitors can watch the YouTube video in the blog post without leaving the page.
Embedded videos keep users on your page – ideal for landing pages or blog posts where you want to share information without losing the viewer to another page.
What does it mean to link a video?
A linked video is a short url that you can paste on your landing page or website, or send directly via email or text.
For example, here is the shortened url for my video titled "How Digital Marketing Will Change in 2021": https://youtu.be/KzRka1lpdb4
When you click the link, you will be taken to the video's landing page on YouTube. Here is the same video embedded in this blog post:
In short, clicking the URL will direct the viewer from your page to the platform that is hosting the video. People can also just copy and paste URLs to send to a friend or post on social media.
Advantages and disadvantages of embedding videos
From a user and SEO perspective, embedding images is ideal. However, there are some advantages and disadvantages.
Pros: Optimize for online viewing
For those of us with a non-tech background, it's easy to downplay the importance of a short embed code. However, an embed code optimizes the video for online display on your landing page.
Let's look at this embed code for my video:
By changing the embed code, I can change the width, height, image size, and other elements of the video to ensure optimal display on my landing pages.
Sure, learning the ropes might take a little easy reading for non-programmers. But most websites, like YouTube, make it pretty easy to customize videos.
Pros: Choose start time
In this day and age, viewers want information as quickly as possible. With embedded videos, you can customize the start time of the video and redirect users to the relevant part of your video content.
Con: Limited control
Videos that violate the YouTube Terms of Use may be suspended. The good news is that if you aren't breaking any rules, you don't have to worry.
However, if the video is removed, you will still see the faulty embedded video on your page.
Con: ads
Businesses that generate income through their YouTube AdSense account can find ads in their embedded videos. According to Google, there is no way to turn off ads for embedded videos only. You can only turn off ads entirely.
An alternative option is to host videos on Vimeo for an uninterrupted and ad-free viewing experience.
Con: Limited customization options
As with most videos on the platform you choose, you won't be able to change the design of the embedded player or thumbnails. One workaround is to use JavaScript to customize the aesthetics of your video player.
Advantages and disadvantages of linked videos
Linking videos is the less desirable option, but it has some advantages and disadvantages that should be considered.
Pros: Easier to share
Linking to videos makes it easier for viewers to copy the URL and share it with their network. This is especially true for mobile users who send the URL via chat or email.
Pros: Promote your channel
Clicking on your video link directs users to your YouTube channel. While this seems like a hassle, it does expose readers to your other video content. You can also click the Subscribe button to receive regular updates on your content.
Cons: Less convenient
Redirecting users to the video hosting platform page may take some time. Slow loading times can keep readers from viewing your content and can cause them to leave your site.
Disadvantages: reduced searchability
Unlike embedded videos, video links are unlikely to appear in search results. Therefore, visitors who prefer video content can turn to your competitors instead.
Cons: Prospects leave your website
Linking a video will send prospects to your YouTube channel. However, you will also face distractions in the form of other video recommendations. If they leave, they may not return to your website.
Are Embedded Or Linked Videos Better For SEO?
In addition to the benefits mentioned above, embedded videos are also beneficial for search engine optimization. Here are some reasons why you should embed videos.
1. Better searchability
Embedded videos improve the searchability of your content on Google. As an example, I refer to my guide to YouTube Marketing.
In the article, you can find my video on "How to Hack YouTube".
Now let's do a quick search for my YouTube Marketing Guide on Google. You can find it on the first page of the search results. There is also a section devoted to other video content.
If you click on the video section, you can also find my YouTube Marketing Guide in the results above.
The bottom line is: with embedded videos, you can improve the searchability of your video on Google.
Many users also use the Video Results tab to view video content through blog posts. They may prefer videos for instructions or product assembly instructions rather than blog posts.
As a result, embedded videos improve traffic and attract more customers.
2. Increase the average time on site
An embedded video can encourage visitors to stay longer on your website.
According to Databox, 74% of respondents believe videos are more effective than blog posts for lead generation.
Seasoned marketers will know that increasing the average time you spend on your landing page will indirectly benefit SEO.
3. Video thumbnails improve brand awareness
When you embed a video, readers will also notice your video thumbnails.
This can help increase brand awareness and indirectly promote your channel. Current readers or subscribers may also be asked to click links to your videos if they find them in search results or on the video hosting platform.
For example, most of the thumbnails for my video content have my name and face. Similar to the Neil Patel website, I use the color orange so that marketers can easily identify my content.
Embed a video
At this point, you are probably ready to embed videos yourself. Here is the step by step process of how it's done.
Most video platforms have an embedding option. This guide will focus on embedding YouTube videos as it is one of the most popular video sharing platforms.
First, click the Share button.
Then click on Embed.
Next, copy and paste the embed code into the right corner.
You also have the option to enable embedding options. You can start the video at a specific time, activate the controls for the show player, or activate the privacy-enhanced mode.
Go to your website and paste in the embed code.
In this example, I pasted the embed code into WordPress and the platform automatically embed my video in the dashboard. (If it doesn't, click the Code Editor option in the right sidebar.)
Here's a preview of what it looks like on a demo WordPress site.
Video best practices
I have embedded a lot of videos on my website and can tell you that you will get better results if you follow video embedding best practices.
Here are best practices for embedding video:
1. Consider the placement
Think about the purpose of your video in the context of your landing page or website.
A video aimed at attracting readers can be placed on top of your landing page. However, a video set in a subsection or blog post can support your message.
For example, in my video marketing guide there is a section on storytelling. I plugged in my storytelling video to provide more detailed information in this section.
An alternative option is to make a hero video instead of the usual image background. Just like YouTube videos, part of the clip can be played silently when the cursor is over the thumbnail. This could encourage people to click on your video.
Here is an example of a hero video from Volvo aimed at promoting the new trucks.
2. Keep it short
According to Wistia, two minutes is the ideal video length. As the video length increases, engagement gradually decreases.
As a rule of thumb, you need to keep your video short and to the point. Viewers likely won't have the patience to complete long videos. (While longer videos are fine for detailed walkthroughs, consider the topic when choosing the length.)
3. Select an attention grabbing thumbnail
A thumbnail is the first thing viewers see before they watch the video.
Placing brand elements such as a logo, brand colors or a brand name so that they are immediately recognizable for the viewer. In this way, subscribers and customers will be attracted to your videos, regardless of whether they watch them through the video platform or while searching the internet.
My video thumbnails usually include my professional photo and an attention-grabbing title in bold and capital letters. I use a similar thumbnail in all of my videos to make my personal brand and videos stand out from the crowd.
How to link and optimize anchor text for linked videos
Linking a video is easy, and you've probably done it multiple times.
The process includes creating anchor text.
For starters, anchor text is text with a hyperlink. This usually consists of the target link and the clickable text.
This is what the code looks like:
While you can insert linked videos on just about any platform, we'll use WordPress as an example.
First, enter the appropriate keyword that you want to associate the video with.
Press Ctrl + K (for Windows users) or Command + K (for Mac users) and place the link.
I recommend checking the "Open in new tab" option so that viewers can return to your site by switching tabs.
That's it. You're done!
This is how it looks:
If you want to see the anchor text, just select the "Edit as HTML" option.
Now you can see the anchor text code.
Make sure the anchor text accurately describes the link so users know what to click on.
Conclusion
If you want to embed or link videos, think about the pros and cons of each method. In most cases, you'll want to embed videos.
Embedding videos can improve the video SEO and searchability of your video content. However, it doesn't hurt to link videos occasionally, especially for external content.
How are you going to add videos to your landing page or website? Do you think the advantages of embedding video outweigh the disadvantages?