Tools & Tips
How Optimizing Video Can Lead to Traffic and Conversions
What’s the second largest search engine behind Google?
Bing? No.
Yahoo? No.
AOL? No.
The correct answer, of course, is YouTube, which processes more than 3 billion searches each month. Additionally, since November 2011, YouTube video results are embedded into Google search results.
Try typing “psy Gangnam style” into Google, and the first four results, ahead of Wikipedia, Facebook, and Billboard, are YouTube videos.
(Psy’s Gangnam Style, incidentally, is the most watched video of all time with nearly 2 billion views as of February 10, 2014. Thus, it seems logical for search marketers to think beyond Google and Bing.
Search strategies must include all aspects of digital marketing, including video. Let’s examine the key strategies for optimizing your video content.
1. Choose the most relevant content for your business – Context is equally important in video optimization as it is in search optimization.
A simple tutorial on how to use your product is a great video for product marketers. Hosting a webinar that conveys your expertise on a particular subject is a great choice for service marketers.
Remember, consumers like video because it gives them a better understanding of your product or service. It aids in the decision-making process.
As you develop your script, put yourself in the mind of the searcher. Include phrases that are searched on often.
2. Select a keyword relevant title for your video – The title of your video is like a PPC ad. Its purpose is to gain a click-through.
Choose a title that is relevant to the content of your video, but exciting and engaging enough to get that coveted click-through.
Your title should include a key phrase that your research determined to be the most relevant search phrase for your desired action.
3. Include tags – Tags are keywords and phrases that provide the YouTube search engine with clues as to what your video is about. Think of them as hashtags for your videos.
List your most relevant tags first, as order does play a factor in YouTube’s algorithm. Be as specific as possible so you can limit the amount of competition for your video.
What makes your video unique? Try to include the same keywords you included in your video’s title.
4. Write a keyword-rich description – Make sure you use the same relevant keyword phrases that you included in your title and tags.
This consistency will go a long way towards establishing the relevancy that is so important to both Google and YouTube. Be thorough and comprehensive.
So many video creators cut corners when developing their video’s description, but you can really give yourself an edge if you provide YouTube visitors with an in-depth description.
5. Upload a transcript – Uploading a transcript to YouTube is an easy way to ensure your targeted keywords are interpreted correctly by the search engines.
Simply create a .txt file of your video’s script, and upload it to YouTube via the Video Manager section of your YouTube account.
When you name the .txt file, use the search term you’re optimizing for in your .txt file’s name. Additionally, by uploading a transcript, you automatically enable YouTube’s captions.
6. Create a video sitemap – Google Webmaster Tools provides simple instructions on how to create a video sitemap.
Each entry must contain the following pieces of data:
1. Title
2. Description
3. Play page URL
4. Thumbnail URL
5. Video file location or player URL
It is recommended that you host your video on YouTube and embed the YouTube video on your own site.
Optimizing video is a process, and like traditional SEO, will reap tremendous benefits to your business or your client’s business when followed correctly.
