Marketing is pivotal to increasing the virality of your video content.
Businesses are using video more as a integral part of their marketing mix.
However, what good is video if no one knows where to find it?
You can spend a million dollars producing the most cinematic 30 seconds of your career and only get 20 views on YouTube if you don’t optimize the video. In this post, digital marketing specialists Jose Victor Castellanos and John D. Saunders from Unity Digital Marketing, took the time to answer some very important questions on optimizing video.
Q. Why is it important to optimize video once you’ve posted it on YouTube or your website?
A. Catellanos: “Because the Search Engines are designed to read and index HTML on web pages, not electronic files (video). Video without a title and description will not index well on the Google and Yahoo search engines
Q. How do you properly backlink your videos, podcasts and screencasts?
A. Catellanos: YouTube has a feature in the Video Manager drop down when you edit the video known as Annotations. This feature is excellent for maximizing your video’s marketability, so be sure to read this section carefully.
Q. Is it important to use proper grammar and spelling? Is it okay to abbreviate or use acronyms?
A. Saunders: Proper spelling is crucial. If you have misspelled a word, the search engine’s may not find your video. Perform a spell check, and have someone else read what you’ve written.
Q. What happens if you have a broken link for your video?
A. Catellanos: In the event that you have a video posted on your website that was embedded from YouTube, once you delete that video from YouTube, you should replace it with another video. (Don’t forget to remove the code.) If someone is searching for video on your website and they aren’t able to view it, they may leave or “bounce.” The Bounce Rate is something that can greatly affect your ranking. A little maintenance will go a long way.
Q. What does the Google Keyword Planner do and how is that different from the YouTube Keyword Tool?
A. Catellanos: Google’s Keyword Planner is geared for Google searches. YouTube’s Keyword tool is just for searching within YouTube. When you are filling out the description use the keywords most used in Google. This will get better results unless you are looking for a YouTube following.
Q. Is it necessary to include a location or your geo targeted market?
A. Catellanos: “Only if you are a small business that wants to do business locally or within a certain area. Be careful if your target market is worldwide or nation wide, posting your immediate area can limit you.
Q. Does the number of times that you use a keyword make a difference? What is the proper amount and does the length of content matter?
A. Saunders: The number of times a keyword is used can be vital to the success of any video marketing. Your keyword should be included in your title as well as your description. Your keywords should take up approximately 3 percent of the text. Be careful not to overload your content with the keyword too much.
Q. Does refreshing your content help?
A. Catellanos: “This can depend on what you are doing. Sometimes updating the content can cause the search engines to think it’s new, and therefore longevity and amount of interest (number of views) tends to give you seniority in the search ranks. Be cautious when updating if you take down a video or replace it with something new.
Q. Is it important to title your video exactly the way someone would search for it on Google?
A. Catellanos: Yes. The closest you can come to how someone would be looking for your product or service the better. Exact matches heed better results.
Q: If you get penalized as being a spammer, can that affect how Google ranks you in other areas of the Internet?
A. Saunders: Yes, you can be flagged and they can block your YouTube account. They can also put blocks on other social media sites that you are associated with.
If you’re going to spend time and money creating your videos and you want to make the best use of them, follow these guidelines and your video marketing will be far more useful. You want to remember that it’s a video, not text. Search engines are designed to read text not watch a video. While it’s great to create video it’s only effective if you have the video optimized.