{"id":3117,"date":"2023-02-27T10:55:00","date_gmt":"2023-02-27T15:55:00","guid":{"rendered":"http:\/\/sproutvideo.wpengine.com\/?p=102"},"modified":"2025-06-09T16:17:40","modified_gmt":"2025-06-09T20:17:40","slug":"what-is-video-metadata-and-how-do-i-use-it","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/what-is-video-metadata-and-how-do-i-use-it.html","title":{"rendered":"What is Video Metadata and How Do I Use It?"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote\"><p>Metadata is the organizational information (both visible and hidden) behind digital content that communicates the asset\u2019s structure, administrative info, and description.&nbsp;<\/p><\/blockquote>\n\n\n\n<p>All kinds of files contain metadata: from text documents to MP3s. Computers use this information to understand a file\u2019s details. For web pages and uploaded content, search engines use metadata to organize and align content with relevant search queries. Metadata also details who owns the content and if there are control permissions.<\/p>\n\n\n\n<p>While the idea of metadata may sound complicated, it\u2019s easy for anyone to add metadata to videos \u2014 which is a great thing! <strong>Video metadata is essential for making videos discoverable through search engines<\/strong>.&nbsp;<\/p>\n\n\n\n<p>In this post, we\u2019ll discuss the types of metadata, how to add metadata to videos, and <strong>how to use video metadata to <\/strong><a href=\"https:\/\/sproutvideo.com\/blog\/17-video-seo-best-practices.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>increase organic traffic<\/strong><\/a>.&nbsp;<\/p>\n\n\n<div class=\"ABTestWrapper\" data-test=\"H2x9PON-aj\"><div class=\"wp-block-ab-testing-for-wp-ab-test-block-variant ABTestChild--rNbX8ZUpk\">\n<iframe loading=\"lazy\" class=\"sproutvideo-player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/ea90d5b3121ce3cb63\/6ad3a359d636a390?playerColor=4c78ae\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"\" referrerpolicy=\"no-referrer-when-downgrade\" title=\"Video Player\"><\/iframe>\n<\/div><\/div>\n\n\n<h2 id=\"what-is-video-metadata\">What is Video Metadata?<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Similar to the traditional card catalog at your local library \u2014 used to index and locate library books \u2014 video metadata makes it possible for search engines to analyze and understand rich content web pages.<\/p><\/blockquote>\n\n\n\n<p>There are many types of metadata. Metadata might describe content, contain user requirements, illustrate the relationship between two files, and more.&nbsp;<\/p>\n\n\n\n<p>Every web page includes metadata. Page titles, headers, alt text, and descriptions are examples of metadata that search engines use to organize and rank content.<\/p>\n\n\n\n<p>When it comes to adding metadata to videos, there are four main types: <strong>title, description, tags, and URL<\/strong>. We\u2019ll discuss how to optimize these later.&nbsp;<\/p>\n\n\n\n<h2 id=\"importance-video-metadata\">Why is Video Metadata Important?<\/h2>\n\n\n\n<p>More and more, Google presents videos for search results \u2014 even outside of the Video tab.&nbsp;<\/p>\n\n\n\n<p>Unlike web pages, which include keyword information, <strong>videos rely on metadata to communicate the subject matter<\/strong>. Therefore, metadata is essential for video SEO.<\/p>\n\n\n\n<p>Search engines rely on metadata to categorize digital assets, like videos and images, and correctly display them in searches.<\/p>\n\n\n\n<h2 id=\"types-of-video-metadata\">The 3 Major Types of Metadata&nbsp;<\/h2>\n\n\n\n<p>There are many types of technical metadata. Here are the three most common:<\/p>\n\n\n\n<ul><li><strong>Descriptive<\/strong>: This is a video&#8217;s contextual information. The metadata includes title, tags, description, and technical information like runtime, file type, size, or date created.&nbsp;<\/li><li><strong>Administrative<\/strong>: This is the comprehensive information on who owns a file and who is permitted access. It may include user requirements, copyright information, rights management, license agreements, and other technical data.&nbsp;<\/li><li><strong>Structural<\/strong>: This is organizing metadata that dictates the relationship between assets. Like the chapters of a book or episodes in a series, the structural metadata establishes and maintains these connections (i.e. the pages of a website).<\/li><\/ul>\n\n\n\n<p>While <a href=\"https:\/\/www.spiceworks.com\/tech\/devops\/articles\/what-is-metadata\/\" target=\"_blank\" rel=\"noreferrer noopener\">all forms of metadata<\/a> are important to the structure, security, and organization of content, <strong>descriptive metadata is what we\u2019re most concerned with when optimizing the discoverability of video content<\/strong>. We\u2019ll discuss this next.<\/p>\n\n\n\n<br><div style=\"background-color: rgba(232, 240, 211, 0.8); padding: 20px; border-radius: 8px; text-align: center; width: 100%; max-width: 600px; box-sizing: border-box; margin: auto; border: 2px solid #c5d57e;\">\n\n  <h3 style=\"margin-bottom: 1rem;\">How Experts Turn Video Views Into Profit<\/h3>\n\n  <a href=\"https:\/\/businessvideoplaybook.vids.io\" target=\"_blank\" rel=\"noopener\">\n\n    <img src=\"https:\/\/mcusercontent.com\/381115c9b3d020de97ac69209\/images\/b6dda757-460d-2212-d502-8daaffa929d7.jpg\" alt=\"The Business Video Playbook by SproutVideo\" style=\"width: 100%; height: auto; border-radius: 6px; display: block;\">\n  <\/a>\n\n  <p style=\"font-size: 1.6rem; margin: 1rem 0; line-height: 1.4;\">Tired of videos that feel like a rigged carnival game? Discover expert strategies for turning video into a growth engine across any industry.\n<\/p>\n  \n  <p style=\"margin: 0;\"><a href=\"https:\/\/businessvideoplaybook.vids.io\" target=\"_blank\" style=\"color: inherit; text-decoration: none; font-weight: bold;\" onmouseover=\"this.style.color='#145b4b';\" onmouseout=\"this.style.color='inherit';\" rel=\"noopener\">Get Real Video Results\u2014Just Press Play<\/a><\/p>\n\n<\/div><br>\n\n\n\n<h2 id=\"optimize-video-metadata\">How to Optimize Video Metadata for Search Engines\u00a0<\/h2>\n\n\n\n<p>Each of your videos should attempt to rank for a specific keyword phrase. To choose the best keyword phrase,<strong> research <i>how<\/i> people search for a particular topic<\/strong>.<\/p>\n\n\n\n<ol>\n<li>Verify that the keyword phrase you want to use is receiving significant monthly traffic with <a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s Keyword Planner<\/a>.<\/li>\n<li>Use an Incognito window and search for the keyword phrase. Review the competition. Ensure that the search term produces the expected results and aligns with your target audience.<\/li>\n<li>Consider: can you compete with the current search results? Does Google trust your website (authority) or are you still establishing your brand?\n<p><em><strong>Note:<\/strong> The more general the keyword, the more likely there is significant competition. When answering a more specific query (called a long-tail keyword), you have a better chance of competing with other search results.<br><br>Oftentimes, long-tail keywords are specific questions you can answer. These types of keywords may not be as easy to verify with Google\u2019s Keyword Planner. In this case, use Google search to narrow the topic down with \u201cPeople Also Ask\u201d.<\/em><\/p>\n<\/li>\n<li>Upload the file to your video hosting platform (such as <a href=\"https:\/\/sproutvideo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">SproutVideo<\/a>) and include the keyword in the video\u2019s metadata.<\/li>\n<\/ol>\n\n\n\n<h3>How to Optimize Each Type of Video Metadata<\/h3>\n\n\n\n<p>As mentioned above, the four types of video metadata that communicate your video\u2019s content to search engines are the <strong>title<\/strong>, <strong>description<\/strong>, <strong>tags<\/strong>, and <strong>URL<\/strong>.&nbsp;<\/p>\n\n\n\n<h4>Video Title<\/h4>\n\n\n\n<p>This is the first opportunity to include keyword search terms for your video content. Focus on ranking each video for a single general keyword term.<\/p>\n\n\n\n<p><iframe loading=\"lazy\" class=\"sproutvideo-player\" title=\"Video Player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/ac9fdeb61e1de0c225\/674943c1c4736137?autoPlay=true&amp;playerColor=4c78ae&amp;showControls=false&amp;loop=true\" width=\"640\" height=\"359\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>Choose a title that correctly describes the video to encourage longer watch times. Longer watch times tell Google that visitors are engaging with your content, which raises the likelihood it will rank for that search term.&nbsp;<\/p>\n\n\n\n<p><em><strong>Note:<\/strong> If you want to ensure your web page (where the video is embedded) can display alongside the video snippet in search results, the video title and page title need to match. For example, if the page title is \u201cHow to Make Papier M\u00e2ch\u00e9,\u201d the video title should be the same.<\/em><\/p>\n\n\n\n<h4>Video Description<\/h4>\n\n\n\n<p>The information you include in your video description will display beneath the title in search engine results. The description is another opportunity to add keyword search terms.&nbsp;<\/p>\n\n\n\n<p><iframe loading=\"lazy\" class=\"sproutvideo-player\" title=\"Video Player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/069fdeb61e1de0c08f\/80ca55591c10310b?autoPlay=true&amp;playerColor=4c78ae&amp;showControls=false&amp;loop=true\" width=\"640\" height=\"359\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>Include keywords closer to the beginning of the description, and concisely explain what people should expect from the video. Try to be as descriptive as possible without abusing keywords. Search engines tend to frown upon keyword overloading.<\/p>\n\n\n\n<h4>Video Tags<\/h4>\n\n\n\n<p>Much like hashtags on social media, tags (or meta tags) are another way to tell search engines about your content. The tags you create should include keyword search terms that describe your video or organize the content.&nbsp;<\/p>\n\n\n\n<p><iframe loading=\"lazy\" class=\"sproutvideo-player\" title=\"Video Player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/4d9fdeb61e1de0c7c4\/dade11e9b93620d8?autoPlay=true&amp;playerColor=4c78ae&amp;showControls=false&amp;loop=true\" width=\"640\" height=\"359\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>Three to four tags (at most) work best. Keep the tags short and straightforward.<\/p>\n\n\n\n<p>For example, a video on \u201cHow to Make Vegan Mac and Cheese\u201d might include the following tags: \u201cvegan recipes,\u201d \u201cvegan mac and cheese,\u201d and \u201cvegan soul food\u201d.<\/p>\n\n\n\n<p>Tags also help you organize your content into categories that viewers can easily search through. Categorical organization becomes more important as your library of content expands.&nbsp;<\/p>\n\n\n\n<p><strong>Overall, meta tags have less influence than the video title and description in positioning your videos for search engines.<\/strong><\/p>\n\n\n\n<h4>Embedded URL<\/h4>\n\n\n\n<p>This may not apply to all videos. However, an embedded video on a web page is affected by the metadata of that page, which includes the URL. Therefore, the page URL should contain the main keyword phrase of the video.&nbsp;<\/p>\n\n\n\n<p><iframe loading=\"lazy\" class=\"sproutvideo-player\" title=\"Video Player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/a79fdeb61e1de0c52e\/dc3453a87aec6d62?autoPlay=true&amp;playerColor=4c78ae&amp;showControls=false&amp;loop=true\" width=\"640\" height=\"359\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>For example:&nbsp;<\/p>\n\n\n\n<ul><li>A page on <em>How to Make Papier M\u00e2ch\u00e9<\/em> might have a URL of &#8220;https:\/\/example.com\/how-to-make-papier-mache.html&#8221;.<\/li><li>If that page is a broader guide on Papier M\u00e2ch\u00e9 that includes a video on <em>How to Make Papier M\u00e2ch\u00e9<\/em>, the URL might be https:\/\/example.com\/papier-mache.html&#8221;.<\/li><\/ul>\n\n\n\n<p>For pages with multiple videos, the video you want to rank for that page should be the closest to the top of the page. Its title should be the same as the page title as well.&nbsp;<\/p>\n\n\n\n<h2 id=\"view-metadata\">How to View, Edit &amp; Add Metadata to Videos&nbsp;<\/h2>\n\n\n\n<p>The video metadata you need to optimize for search engines is visible metadata. <strong>On the SproutVideo platform, this information is easily edited in the settings for each video.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Whichever platform you use for video hosting, the title, description, and tags are generally easy to locate when editing a video\u2019s settings. In most instances, you can view the metadata for each video\u2019s settings as well.&nbsp;<\/p>\n\n\n\n<h3>How to Add Metadata to Your Videos<\/h3>\n\n\n\n<p>Most video hosting platforms let you add or edit your video\u2019s metadata directly within the video details page. In the SproutVideo platform, simply click on the video title to edit its settings.&nbsp;&nbsp;<\/p>\n\n\n\n<p><iframe loading=\"lazy\" class=\"sproutvideo-player\" title=\"Video Player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/ea9fdeb61e1de0c463\/1abb2ce6e07031d4?autoPlay=true&amp;playerColor=4c78ae&amp;showControls=false&amp;loop=true\" width=\"640\" height=\"359\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<h3>How to View the Metadata of a Video File<\/h3>\n\n\n\n<p>You can access your video metadata directly on your computer without third-party apps or tools.<\/p>\n\n\n\n<ul><li>For Windows, right-click the file and select <em>Properties<\/em>, then <em>Details<\/em>.&nbsp;<\/li><li>For Mac, right-click the file and select <em>Get Info<\/em>.&nbsp;<\/li><\/ul>\n\n\n\n<p>In both cases, the file type will limit what information can be changed.&nbsp;<\/p>\n\n\n\n<p>For more complex metadata information, you may need a <a href=\"https:\/\/www.movavi.com\/learning-portal\/metadata-editor.html\" target=\"_blank\" rel=\"noreferrer noopener\">metadata editor<\/a>. However, you can likely <strong>use your video editing software to edit your video&#8217;s metadata<\/strong>.&nbsp;<\/p>\n\n\n\n<h2 id=\"video-sitemaps\">How to Index Your Videos (Don\u2019t Skip This Step!)<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Finally, it\u2019s time to tell search engines about your content with a <a href=\"https:\/\/sproutvideo.com\/blog\/video-seo-and-video-sitemaps.html\" target=\"_blank\" rel=\"noreferrer noopener\">video sitemap<\/a>. This step tells search engines to crawl your website and index the content you upload.&nbsp;<\/p><\/blockquote>\n\n\n\n<p>Video sitemaps are common, but they can be tricky to create and maintain. <strong>If you\u2019re a SproutVideo user, you\u2019re in luck!<\/strong>&nbsp;<\/p>\n\n\n\n<ul><li>For our hosted video website users, we automatically create a video sitemap and submit it to Google and other search engines for you.&nbsp;<\/li><li>For other SproutVideo users, we make it easy to create and submit a sitemap. Once submitted, we keep it updated as you continue to add more content to your library.&nbsp;<\/li><\/ul>\n\n\n\n<p><strong>In other words, we ensure search engines know about your new content<\/strong>. For complete instructions on how to set up your video sitemap, follow these steps at <a href=\"https:\/\/sproutvideo.com\/help\/articles\/34-video_sitemaps_for_seo\" target=\"_blank\" rel=\"noreferrer noopener\">Video Sitemaps for SEO<\/a>.<\/p>\n\n\n\n<h3>The Benefits of Structured Data: JSON-LD<\/h3>\n\n\n\n<p>Structured data is often called the language of search engines. <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/video\" target=\"_blank\" rel=\"noreferrer noopener\">JavaScript Object Notation for Linked Data (JSON-LD)<\/a>, specifically, is the structured data that Google recognizes. This makes it highly valuable schema to include on your website.&nbsp;<\/p>\n\n\n\n<p>JSON-LD can be included on webpages without disrupting the HTML, as it includes no HTML itself. It can also be added to any part of the page, not just within the &lt;body&gt; of the website.&nbsp;You can<strong> use this <a href=\"https:\/\/www.seocomponent.com\/schema-markup-generator\/video\/\" target=\"_blank\" rel=\"noreferrer noopener\">free tool<\/a> to easily generate the JSON-LD data needed for your page<\/strong>!<\/p>\n\n\n\n<p>One of the major beenfits of JSON-LD for search engine optimization (SEO) is that Google uses this data to create rich snippets when presenting your content in search results. This might include your website logo, social proof (such as product review stars), and more.&nbsp;<\/p>\n\n\n\n<p>Overall, structured data allows search engines to more easily understand, organize, and connect the elements of a page. <strong>This, in turn, improves search engine visibility and enhances a website\u2019s overall performance<\/strong>.&nbsp;<\/p>\n\n\n\n<p><em>Note: <strong>SproutVideo customers who use our hosted video websites can skip this step. <\/strong> We automatically submit video sitemaps and include JSON-LD data. Simply upload your content and add the metadata information.<\/em><\/p>\n\n\n\n<h2>Expand Organic Reach with Video Metadata<\/h2>\n\n\n\n<p>The short and sweet of video metadata is that it allows you to rank videos with search engines like Google. Video metadata creates a strong video marketing strategy, wherein the people looking for your content can organically discover it.&nbsp;<\/p>\n\n\n\n<p>It\u2019s not always possible to predict how well a video will rank with search engines. However, the instructions in this blog post provide best practices for video metadata to give your video content an SEO advantage. You can improve the reach of your content even more with these <a href=\"https:\/\/sproutvideo.com\/blog\/17-video-seo-best-practices.html\" target=\"_blank\" rel=\"noreferrer noopener\">SEO tips<\/a>.<\/p>\n\n\n\n<div class=\"content-cta-with-button\"><strong>From Seed to Forest with SproutVideo <\/strong>\n<p class=\"file-description\">Designed for enterprises and content creators alike, the SproutVideo platform includes everything you need to grow your audience. <br><br>Create a custom video player and promote your brand with extensive marketing tools. Featuring support for up to 8K resolution and a human-powered support team, we\u2019re here to help. <br><br>Capture leads, drive traffic, and boost campaigns. Start free for 30 days.<\/p>\n<a class=\"btn btn-primary\" title=\"Get started with a 30 day free trial on SproutVideo!\" href=\"https:\/\/sproutvideo.com\/signup?utm_source=blog&amp;utm_medium=blog+post&amp;utm_content=CTA+callout\" target=\"_blank\" rel=\"noopener\" aria-label=\"(opens in a new tab)\">Start Your Free Trial <i class=\"fa fa-chevron-right\"><\/i><\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> Unlike web pages, which include keyword information, videos rely on metadata to communicate the subject matter. Therefore, metadata is essential for video SEO. This guide will teach you how to use metadata to optimize your video content for search engine discoverability.<\/p>\n","protected":false},"author":40,"featured_media":10877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[26,11],"tags":[39,42],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Video Metadata and How Do I Use It? | SproutVideo<\/title>\n<meta name=\"description\" content=\"Videos rely on metadata to communicate the subject matter. 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