If you’re thinking about using video content on your site, the next thing you’ll need to do after creating them is market them. We typically recommend publishing your videos on YouTube – after all, it is the biggest search engine after Google and typically the go-to place for anyone who wants to access the world’s largest library of video content. YouTube videos are also very well indexed within Google search results.
But, how do you make your video stand out in a sea of cat montages? You optimize it, just like you do you website’s content.
The YouTube algorithm relies on several signals when ranking videos within YouTube’s search results, including:
- Text in titles
- Text in descriptions
- Number of views and recent trending
While it is tempting to use creative or cute titles, it is actually more difficult for your videos to be found organically in search with titles that convey ideas other than the actual content of the video. Keep it simple, describing only what the video is actually about.
Your video descriptions should be compelling, but should also be simple and true to the topic of the video. Make sure to include links to your site near the front of the copy so that it appears above the “Show More” line.
While tags are not visible to the viewer anymore, they are still an important part of optimizing your videos because they are used by search engines to position your video in organic searches, and by YouTube to associate your videos with others containing similar content. Choose relevant tags only, but think bigger than just your company. For example, a local business might want to tag their video with their city or state.
Number of Views
Using the right titles, descriptions and tagging with help boost your views, but you can also do that by sharing your videos with your audience across all of your social networks, embedding in your site where relevant or linking to it via newsletters, etc. Keep in mind that it doesn’t count as a view until it’s played for 8 seconds – so make sure your video is compelling enough to get someone past 8 seconds. (Actually – make it compelling enough that they want to watch the whole thing!)
If your content is compelling, ratings are generally pretty easy to get. It’s also OK when you share your videos to ask your audience to give your video a “thumbs up”! Often the best way to get visitors to convert is simply to ask them.
Have you had success with videos on YouTube? Tell me in the comments!