Marketing Video Collaterals : Youtube and Hosted Videos

Here's a checklist you can follow to optimize your videos in YouTube:

  • Title text: You have 99 characters to
    optimize your title text, so consider your target keywords and any other
    keywords you may want to rank for, but don't forget including your
    branding and descriptive text. If you have little chance of getting that
    top spot, aim for second to boost views by proxy, related videos also
    get lots of views.

  • Description: You have 5,000 characters, which is a
    lot, so use all that space to write as much about your video as
    possible. Because user ratings and views play a factor in your search
    rankings within YouTube (and therefore Google), make sure to ask for
    people to rank your video, but also share and embed your video.

  • Tags: Useful for search terms you use in your
    title text and description, including names and branding.

  • Broadcasting and sharing options:
    • Privacy: Most marketers may set
      videos to private while working on them prior to an official launch date
      or campaign, just don't forget to later set them to public.

    • Comments: It's up to you whether you want to enable
      comments. Just remember: if you disable commenting, users will go
      elsewhere to talk about your video, your brand, or your message.

    • Video responses: These help boost views because
      they are automatically linked to your original.

    • Ratings: These have a direct impact on your
      rankings, so make sure you set this to "yes."

    • Embedding: Blogs and social media shares really
      boost views, and help your message get to new audiences outside of
      YouTube, it's a good idea to keep this enabled.

    • Syndication: Again, anything to boost your views
      will help your video rank higher in YouTube and Google, so keep this
  • Getting views:
    • YouTube considers a video "viewed" after eight
      seconds of runtime, so make sure your video has enough "pull" to get you
      past that hump.

    • Embedding it in your company blog or on product pages can boost
      video views and encourage discovery.

    • Post your videos to your Facebook channel.

    • Encourage others to share your video on social media platforms
      within the video itself by asking people to share it in your video
      itself and in the description.

    • Seed your videos on bookmarking and listing sites.

    • Distribute links to your videos in press releases and embed them in
      social media releases.

    • Promote views of your video by buying them through Google AdWords.

    • Chunk your videos into smaller parts and link them all together
      using playlists.

  • Getting ratings:
    • Rank your own video -- I'll never tell.

    • Encourage others to rank your video by asking for it within your
      video, description, etc.

If you don't have the technical resources, infrastructure, or budget
to host your own video, YouTube is the best way to get great SEO results
for your videos, so ensure you do everything you can to maximize views,
ratings, and influence.

Optimizing Hosted Video for SEO

Optimizing hosted video isn't unlike optimizing video for YouTube.
However, there aren't hard and fast rules that can be formulated in a
handy checklist with specific instructions on fields to use, maximum
character counts, and other tidbits of tribal knowledge.

Not much has changed with respect to optimizing hosted videos; it's a
lot like optimizing normal web pages. Consider the three main tenets of
organic search success:

  1. Delivery: Accessibility, geo-gating, speed,
    video sitemaps, media RSS, multiple formats such as HTML5 vs. Flash vs.
    Silverlight, iTunes and iPod/iPad-friendly video types, etc.

  2. Content is king: Organization of player
    code should be as good as a well-optimized web page, relevance is still
    important, use meta data wisely, user experience (especially from
    organic search) should be paramount.

  3. Links:
    Encourage sharing, allow embedding, watermark your video, submit video
    to video-specific engines, seed lists, and bookmarking sites.