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