Vimeo adds structured data to all public videos to improve Google search visibility

Vimeo, a popular video hosting platform (obviously not as popular as YouTube), has added structured data to all publicly available videos on its platform. Vimeo said the SEO changes they made to videos would give “your videos the best chance of appearing in relevant searches.”

Google worked with Vimeo? Vimeo wrote that they worked with Google as “an early adopter of Google’s best search practices for video players” to provide Google with “additional context around your videos.” This will help Vimeo highlight these videos in Google search and take advantage of rich video results, such as displaying important moments of videos in Google search by adding chapters and timestamps to your organized video data.

Google Video Best Practices. Video best practices are not limited to Vimeo or “early-end users.” These best practices are posted by Google here for anyone who hosts videos to read and adopt on their websites or platforms.

Video best practices address:

  • Help Google find your videos
  • Make sure your videos can be indexed
  • Allow Google to fetch video content files
  • Enable specific video features
  • Remove, limit or update your videos as needed

Steps to take Vimeo. Vimeo said there’s nothing specific you need to do to take advantage of these SEO changes, outside of making your videos public. “All you have to do is make sure your videos are listed as public,” Vimeo wrote. “Our technology will handle the rest,” the video platform said. This means that the video platform will ensure that your videos are (1) indexable, (2) that your metadata is optimized, and (3) that your chapters are visible to Google search for important moments.

Vimeo SEO Advice. Although Vimeo handles this by default, Vimeo has posted some tips for you when you upload your videos, name them, and add descriptions and other data. This advice includes:

  • Add chapters to your videos: Google reviews not only the title, but the titles used for each chapter – which means adding chapters can help users discover the part of your video that is most relevant to their search.
  • Choose your titles wisely: the title is displayed along with the video thumbnail in the search results. While it’s great to have a unique and catchy name for your video, it’s also important to keep the title descriptive using the keywords most relevant to your audience’s searches.
  • Find the best keywords: If you want new people to discover your video, it makes sense to describe it with the terms people are searching for.

Note that classes are only available on the Pro plan or higher or Vimeo.

Why do we care. If you use Vimeo to host, distribute, and market your videos – you can now rest assured that Vimeo takes the rich search results of SEO and Google very seriously. If you haven’t used Vimeo and you’re on YouTube, you might want to try Vimeo now that they’ve implemented Google’s video SEO tips.

Of course, keep an eye on your video analytics to see if these changes affect any of your previous videos. Vimeo videos will likely have more visibility and thus have a positive impact on videos hosted on Vimeo and likely have a negative impact on other video platforms in the future. Either way, we know YouTube and most SEOs apply best video SEO practices and you can now round up Vimeo on that list.


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About the author

Barry Schwartz is a contributing editor at Search Engine Land and a member of the programming team for SMX Events. He owns RustyBrick, a New York-based web consulting firm. He also runs Search Engine Roundtable, a popular research blog on very advanced search engine marketing topics. can follow Barry on Twitter here.

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