Consumers are watching more videos than ever. If your company has not added video to its marketing mix, we can give you five trillion reasons why including video as a marketing tactic is a good idea! According to a recent survey by Ampere Analysis, Facebook is on track to deliver two trillion video views this year. YouTube will deliver three trillion views this year.
In fact, YouTube is the second largest search engine after Google. With more than three billion searches performed each month, it’s clear that videos should be a key part of your marketing strategy. So now that we have convinced you to add video to next year’s marketing mix, how do you ensure your target audience sees your video ? Here are 6 tips to help you optimize your videos and engage your customers.
- Create Quality Content
The first step to optimizing videos begins before a video even exists. The main goal of the search engines is to provide searchers with valuable content that supplies the information they’re looking for. The best way to optimize any content is to deliver relevant, valuable information to the viewer. Pick a topic that relates to your brand or business, and then create a video that answers a question, provides new information, or entertains your audience.
- Name Your Video
A video’s name does more than tell viewers what it’s about. It also affects how it’s displayed in search results. Google pays attention to the context of a search term and supplies results it believes will answer the question asked most effectively. If searching for “kettle bell” in Google, you will see shopping options at the top, followed by normal search engine results. However, typing “how to use a kettle bell,” will render videos that demonstrate the proper use of a kettle bell.
Keep this in mind when titling videos. If Google gets the right context from the video’s title, there is a greater chance it will appear in the video results for this type of query. Other queries that trigger video results include tutorials, reviews, fitness or sports related, and funny videos. Type “funny cats” into Google right now and see what happens.
Tip: Keep an eye on character count. The video’s title is what will appear in the SERPs and Google limits these to about 60 characters.
- Use Keywords
Keywords are especially important in videos because Google can’t watch a video like a human can. In order for Google to determine what a video is about, it needs keywords. Pick a specific keyword phrase ranging from 2-5 words that relates directly to the topic of the video. It is important to try to place the keywords in the title and description of the video. Remember, try not to overdo it. The keywords should make sense and fit naturally within the content. Google picks up on unnatural use of keywords and keyword stuffing.
- Write a Detailed Description
Just like keywords, Google and YouTube need the video description in order to determine what it is about. You have 5000 characters to work with here, so it is best to write a detailed description including keywords and your website’s URL. However, YouTube’s video player cuts off descriptions with a “show more” tab. Begin the description with a brief summary of the video and include your website’s URL. These first few sentences are incredibly important because this is what search engines will pull as the meta description in SERPs. Treat this as a mini advertisement telling viewers why they should watch this video.
Following the mini “above the fold” description, write a detailed 200-500 character synopsis of the video. This not only tells viewers whether the video they are about to watch will answer their question, but also tells YouTube what the video is about and where it should appear in search results. If possible, write a transcript of the video in the description box. The more YouTube can tell about your video, the more confident YouTube will be on where and how it should rank.
- Include Calls to Action
One of the most important factors YouTube considers when ranking a video is popularity. The more views, subscribes, comments, and thumbs up, the higher it will rank. So how do you get people to comment and subscribe? Ask them! Include a “Subscribe Here” link in the description. Ask viewers to comment and tell you what they think or what they’d like to see more of. Encourage viewers to watch your other videos and include links. Remember, Google is YouTube’s parent company, so the higher your rank on YouTube, the more likely you’ll be to rank well in Google search results.
Calls to action also help drive traffic to your website. If the video goes along with a blog post, link directly to the post and encourage viewers to read more about that topic. Link to your social media profiles and ask viewers to connect with you. Use annotations at key points during the video to direct viewers to other relevant content on your channel or website.
- Share Your Video
We don’t just mean sharing on social media, although it’s still important. Similar to link building, Google takes into account how many unique locations the video is embedded as “votes” for your video. The more high quality “votes” you have, the higher it will rank in search results. However, as with link building, you can’t simply post links to your video all over the Internet and expect it to rank in the top 10 on search results pages. It’s more likely that Google will penalize you and your rankings will plummet. To get started, embed your video on it’s own page on your website and upload the video directly to your business’ Facebook, don’t just share a link to the YouTube page. Make sure to seek out high quality, relevant websites and blogs and ask the author to post the video. The goal is to have the video shared and embedded on authoritative, relevant websites.
To sum things up, every video posted for your business should deliver high quality, valuable content to your viewers. The most important factor in marketing with videos is whether it contributes something informative, useful, or entertaining.
If you’re searching for the right expert to help your company optimize its videos, call mRELEVANCE today at 847-259-7312 or visit www.MarketingRELEVANCE.com to learn more about how we can improve your SEO practices.