8 ways to optimise your YouTube viudeos
It is widely accepted that YouTube – owned by Google – is effectively the second largest search engine in the world (it is also the third most visited website in the world, behind Google and Facebook).
And for those of you who have read our ‘Seriously Social’ ebook, you will know just how easy it can be to produce high quality videos without needing Hollywood standard production facilities.
But once your content is up on YouTube, the challenge remains getting your target audience to see your video.
Here are eight easy steps to drive more traffic to your YouTube videos.
1. Research keywords
Get ideas for keywords by checking the volume of queries specific searches get each month.
YouTube had its own keyword tool, (but this was disabled on September 1st), with users being directed to instead use the Google Adwords planning function (for which you will need to sign into Google). Google really wants everyone to have their own Google account, and if you don’t have one already, now could be the time, certainly there is an impressive range of functionality across Google, YouTube and Google Maps that make it worthwhile.
Remember that adding location qualifies a prospect even more. So someone searching for life insurance may be at the very start of the purchase cycle, whereas a search for ‘life insurance Fitzroy’ usually signifies much stronger willingness to purchase.
2. Check out the competition
Do a search using your selected keywords and see the results. This is your competition. The more results come up, the more targeted you may need to be.
3. Make the name of your file SEO friendly
Many people make the mistake of keeping the default name given to their video by their device (eg ‘video67289.avi’). Renaming the file to include one or more keywords will significantly enhance its searchability and get you a higher ranking.
4. Include an enticing thumbnail
Selecting the right thumbnail will improve the likelihood of people choosing your videos from others when it appears in search results. YouTube gives you 3 options for thumbnails, drawn at different points throughout the video. Pick the one that gives the best idea of either the content – or at least the tone – of your video. (Hint, colour and backdrop are important, as are faces).
5. Title, description and tags
As well as including keyword in the file name, also include it in your title. Titles are limited to 100 characters so be concise.
When it comes to the description, the first 120 characters are the ones that show up in search results, so try and include your keyword in the first and last 120 characters.
Take the time to select tags for your video too, in the box provided.
6. Enable closed captions
YouTube allows you to post the script for the video, and will automatically sync the script to the words been spoken on screen.
Not only is this a useful service to provide (it means your video can be used without sound), it also gives search engines a lot more text it can search.
7. Include a call to action to drive engagement
A video with lots of comments is a sure sign that people have taken an interest in your video and has an opinion of your content (either good or bad). A call to action doesn’t mean ‘call for a free first consultation’, it means give your audience an opportunity to share their views (eg ask them to email their ideas on how to save money, or what they are looking forward to in retirement).
8. Embed the video
In addition to posting your video on YouTube (ideally in your own channel), look to embed the video on as many websites as possible, including your own, and possibly others (e.g. your referral partners). Optimise the text on the page where you embed the video (using many of the same steps described above).
The science of optimising is just that – a science – however the basic steps above will give your content an instant boost and in all likelihood put you well ahead of your peers. And remember, if you still need further help and ideas, the best place to get tips on YouTube is – you guessed it – YouTube itself!
