Video is an important channel for online marketing. Forget for a second that YouTube is the second largest search engine, far surpassing Bing. Also forget for a moment that videos show up in Google’s search, which means you can take up more of page 1 across a greater set of channels. One of the most important reasons that video shouldn’t be ignored is that there are always going to be a set of users who come to your site that aren’t going to want to read. How many people do you know that actually sit and read an entire article? Or claim to even like to read? PEOPLE LIKE VIDEO.
But let’s bring up those two other factors that we momentarily set aside. There are more searches being done on YouTube than Bing. That’s staggering! It means if you aren’t on YouTube with an active channel you’re literally missing out on a piece of the online marketing pie. Lead to Conversion believes in a holistic, integrated approach to web marketing, that means taking advantage of marketing in places that people already gathering; that includes YouTube in a big way.
There’s also the fact that YouTube shows up for searches from Google itself. So even if you are on page one with your site and/or your local listing, you could be page one for your site, local listing AND with a video. Add in PPC placement and images and you can dominate page one in a way that far surpasses your competitors. Whether it’s for unbranded keywords, brand perception or reputation management, a page one listing with PPC, image, website, video and local listing (if relevant) is an unbeatable presence.
The best part? Here’s recipe to do it:
Just like SEO on a website, there are two main factors to consider, on-page and off-page. On-page factors are things to update on the video’s page itself. These elements include:
Name of the video you upload
Name the file what it is. Be sure to use keywords. These are the same principals as saving an image to your site.
Title of the video
This is the displayed title. It’s what will show up in the SERP results sometimes as well. Make it clear and let users know what to expect. Sometimes it can be useful to put your phone number in titles. We’ve directly experienced people picking up the phone from a YouTube video.
Consider the video page like a page on your site. Content matters. Yes, most people come to YouTube to watch a video and not to read a description but this how search engines apply context. They can’t watch the video so the description is what lets them know what the video is about.
Tag the video with relevant categories. YouTube helps to select them. This also helps with searches from within YouTube.
Script transcription and CC
Transcribing the script of the video for CC can help Google to understand the content of the video. It also helps people who need the closed caption either because of a disability or they just can’t listen wherever they are watching. So even beyond ranking, it’s a nice thing to do and we want to be nice to our users!
Annotations are messages that you can set to pop up on the video. There is an option to link the messages enabling people to get to your website from the video very easily. This is one instance where being an enabler can help!
Just like with your website, off page SEO is still important and, just like your webpage, you need to promote it across other channels. From a strictly SEO perspective, we’re talking backlinks. Just like with your webpage though, not all of them are created equally. Make sure to promote the video on relevant properties that are going to bring good quality traffic to the video. Whatever you would do for a webpage (that doesn’t get you deindexed, banned and drop kicked off the internet) will help with YouTube. Remember, we’re after real people, relevancy and quality – optimize and promote for users and the rest can follow.
Here are a few ideas for ways to propagate the content:
- Share the videos on your social networks – encourage sharing among your followers
- Embed them on your site on relevant pages
- Enable OTHER people to embed them in THEIR sites
- Put them in relevant press releases
- There are some video submission sites that are ok, especially for industry specific things
- Anything else you might do for your webpages like relevant forum posts, G+ communities, etc. Share, share, share!
Let us know how it works for you!
He got his start doing SEO at an enterprise level with a nationally recognized B2B company, leading their SEO, Social Media and web marketing initiatives. After spending a few years on his own working freelance for small to medium size businesses and agencies alike, he joined the Lead to Conversion team. He loves inbound marketing, cohesive, integrated campaigns and providing a direct impact to the businesses he works with.
Mark has a diverse background with diverse interests. When he’s not working, you’ll likely find Mark outside and on his bicycle. He also loves to cook, read and learn.