With almost 1 billion visitors every month, YouTube is essentially the second largest search engine, right behind Google. Digital marketers and advertisers understand the power of video marketing and how it can work together in a marketing campaign. Video content can work on numerous levels and, if used correctly, can boost a company’s image and reputation. Having a good video content marketing strategy means that your company will be able to attract new clients, increase your fan base, create better client to company communication and increase brand awareness.
YouTube offers tremendous opportunities for anyone who knows how to create high quality video content and knows how to optimize their video. Optimization is a set of procedures that makes your video rank better in YouTube’s search results, which is very similar to Google’s SERPs. Essentially, your video will have to be visible when people search for certain keywords. And, if you want to have your video at the top of the SERPs, you’ll have to follow these 7 YouTube video optimization tips:
1. The title and the file name
This is the first thing you’ll need to get right and it’s the first thing the search algorithm comes into contact with. Most video marketing experts suggest finding a proper title for your video even before it exists… essentially, you’ll have to plan out the title way before uploading it. Think about a title that reflects what’s it all about, but also attracts viewers. As soon as you have a good title for your video, make sure the file name is exactly the same. Of course, you can, and should separate words with hyphens, but that’s it. Don’t add weird signs, numbers or words like “new” or “final cut”.
Keywords are what people search for and your video title should include several relevant keywords. Think about what your video is about and what keywords might people search for to land on your video page. Try to match these keywords in your title and file name. If you are not sure how keywords work, there are a lot of free tools available online to help you out, such as Google’s Keyword Planner.
3. Categories and tags
Right before you upload your new video, you’ll be asked to provide a set of tags and a category for your video. Determine under which category should be present, but pay attention to the tags as well, which further differentiate your video in a category. You can include multiple tags, so the search engine’s crawlers can determine exactly what your video is about.
4. Video description
Write a short description of your video, include a link to your website, references, talk about the story-line or characters, depending on the subject. For instance, if it’s a product review, a link to the manufacturer’s page is ideal. Keep in mind to include a few relevant keywords in the description as well, but make it short.
5. Include social profiles
People who are watching you on YouTube may want to follow you on other social media platforms, like Facebook, Instagram or Snapchat. Include links to your profile on these platforms to make it look professional. Viewers will appreciate it, will return to your videos and will subscribe to your channel faster. This is also important for crawlers, who take into consideration outbound links and social media activity on your videos.
6. Create your own channel
If you want to have success as a video marketer on YouTube, you’ll have to have your own customized channel. You’ll be able to post your videos in the same place, create playlists, and your viewers will love it. Keep in mind that a channel page is a virtual representation of your brand, so make it recognizable, but keep it professional.
7. Include annotations
Video annotations are great snippets that help your video rank better in search results and are easy to use. Although some digital marketers see it as unprofessional, adding a speech bubble, a spotlight or a title in your video may prove useful for your viewers. Annotations can include links to other videos, and can increase viewing times and interactions.