If you’re trying to boost your overall site SEO, then a great tactic is to produce and optimise video content. Ranking for a video on YouTube can be easier than ranking for a blog post, and a high video ranking can often mean an equally good spot in the Google search results. Yes, it can seem expensive, but not when you consider the amount of time and money you spend on written word content generation.
Obviously there are other video sites out there, but this article focuses purely on YouTube.
Why use YouTube
Hosting your own videos can be expensive; YouTube is a great free way to host and share your videos with customers and has a direct impact on your ranking in Google.
How YouTube ranks your video
The YouTube algorithm bases its ranking on three factors:
1. The words in your title and description.
2. The number of views your video has received and recent trending.
3. The ratings.
Optimising YouTube copy
When creating the copy to accompany your video, consider the following:
Title text: You have up to around 30 characters (inc. spaces) to play with, so consider your target keywords, but also make sure you include your business name and some descriptive text.
Sample: How to write great SEO copy OR SEO copywriting made simple
Description:You have around 250 words to use, so now is your chance to write as much as possible about your video. Encourage users to rank your video as well as asking them to share or embed your video on their blogs, etc.
- Remember, only the first 20 words (or approx. 120 characters) will show until the description is expanded.
- I recommend you include your website URL in the first 20 words, as it’s the only place where you can. Remember, it must include the http://
- I feel that video descriptions should have a sign-off with a reference to the site or a ‘what next’.
Tags:Tag your video with the same keywords you used in your title as well as your brand name. You can use the YouTube keyword tool for ideas.
- Opinions vary, but I recommend between 5 and 7.
Setting up your broadcasting and sharing options
Comments: It’s up to you whether you enable comments. Many brands don’t for fear of negativity, but I’d advise keeping communications open and answering any criticism head on.
Privacy: Many companies forget to set their videos to public!
Ratings: Set to ‘yes’ as these will have a direct impact on your ranking.
Embedding: Again ensure this is enabled so that your video can be shared on blogs and social media.
Syndication: Enable this, as it may help boost your views and, in turn, your ranking.
Ensuring your YouTube video is seen
So, you’ve created your video and optimised it perfectly, how do you get it seen? YouTube considers a video ‘viewed’ after 8 seconds of playing, so make those first 8 seconds count!
Here are a few other things you can do to boost views:
- Add your video to your website or blog.
- Post a link to your video on LinkedIn and Twitter.
- Add videos to your Facebook page.
- Distribute your video links in any press releases.
- Create playlists of your videos.
- Advertise your video via Google Adwords or Facebook advertising.
- Ask your friends, family and random strangers to watch your video.
Ensuring your YouTube video is ranked
Of course, you can rank your own video (everyone does it) and ask your friends and family to do the same.
Another option is to include an incentive in the video, for example: run a promotion that requires your users to watch and rank your video before they can take part.
Share your thoughts
Have you struggled to write your title tags? Or rewritten them and noticed a boost in traffic? Why not share your thoughts below?