Video SEO doesn’t get the attention it rightly deserves. And, there’s no better place to use this optimization method than on YouTube. YouTube is like a direct portal into Google SEO, because it is the property of the search giant. It’s a great tool to increase organic SEO–think of how many cute kitten videos have gone viral.
And it’s not just fluffy little balls of fur that benefit from this type of SEO optimization. With the right formula, a business’ website could substantially increase its electronic commerce through the power of word of mouth marketing.
The Evolution of Google SEO
There’s been a lot of buzz about the two biggest updates Google has made over the past eighteen-plus months. From Panda to Penguin, to the smaller EMD or Exact Match Domain algo change, SEO service providers have had much to deal with. Each team has had to recalibrate their SEO program in order to adapt.
…Google has given over more and more of its search results real estate to “blended” search results, displaying videos and images towards the top of the first page… —Tech Crunch
What’s followed in the wake of these major search algorithm ranking changes is more of a focus on content. And that includes the use of video SEO. As the nearby blockquote states, Google has been delivering more “blended” search results to provide users with more relevant results.
This isn’t necessarily bad news, it’s just a change. And that change makes for a great opportunity when it comes to video SEO.
The Basics of Video SEO
To make the most of video SEO, there are a few fundamental rules which have to be followed to yield demonstrable results. By using the medium smartly, it can be a powerful tool to increase not only traffic, but conversions.
Here are the basics of using video SEO to your business’ advantage with YouTube and on your own proprietary site:
- Brand your YouTube channel. Your website is unique. So too, should your YouTube channel be. Customize your channel with your logo, insert a background and use colors which match your brand.
- Upload quality, useful videos. Promotional videos should run between 30 seconds and up to 2 minutes–no more. Online tutorials ought to be about 5 minutes in length.
- Take advantage of the tagging feature. This will help users find your videos. It’s also SEO 101–so be sure to create tags which are relevant and ones people actually search for.
- Engage with your audience. YouTube is actually a social platform. That means just uploading videos won’t be enough. Reply to comments and take time to comment on videos others are posting.
- Think “long tail” search. A video titled “dance recital” won’t get much attention and won’t rank very high. But a video titled “Secret Justin Bieber Dance Recital” or “Rare Justin Bieber Audition” will.
Lastly, think about the end-user. Viewers want to see quality video and get something out of it. While you don’t have to hire a production agency, take time to get the best finished product as poor quality will be counterproductive.
If you want to learn more about how we approach search engine optimization on the post-Panda and post-Penguin web, please contact us. We can tell you about the strategies we’re using to keep our clients climbing higher in organic search results.