A Guide to Optimizing Your Marketing Videos for Ranking Success
In the world of online marketing, ranking high on search engine results is enough to catapult your business out of the shadows and in the forefront of competitors in your industry. Think of it as a give-and-take strategy: give your website the right marketing tools (i.e target keywords, quality linking and SEO strategies) and Google will take these efforts and use them to increase your online authority. The same concept applies to video marketing — whether it’s a straightforward, whiteboard style production or an animation that paints a picture for your audience, optimization is the key to exposure. Let’s face it, Google has the power to do anything nowadays, but they’ve yet to find a way to read the contents of a video. For this reason, it’s crucial to optimize said videos to get them ranking. You could create a visually appealing, informative company video, but your efforts will be useless if your target audience doesn’t know they exist. By paying special attention to backend video optimization, Google can crawl this information and give your video the attention it deserves to help drive your business forward.
Tip: Before even uploading your video to YouTube make sure to save the video file with your targeted keyword included in the file name. Example: link-building-strategies-2015.mp4
1. Info and Settings
A. Basic Info
It’s important to include basic information pertaining to the video and your business before your viewer even hits “play”—this is what they will reference if they are interested in your services.
- Video Title
- Include keyword in beginning, call to action with phone number and brand (if space allows or if appropriate to include). Always create a title that reinforces the thumbnail used to promote the video. While YouTube allows up to 100 characters in the title, we recommend keeping it under 70 if possible so it won’t cut off.
- Example: Effective Link Building Strategies 2015 | 888-888-8888 Free SEO Quote
- Tip: Get a call tracking number for your YouTube videos – this way you can see if your video marketing efforts are really paying off. If they are and are providing more leads than your other channels you can then direct more money into this budget.
- Accurately describe your video. We usually like to provide at least two detailed paragraphs worth of information in our video descriptions.
- If the video is explaining a service, break your description down into two paragraphs — the first describing what the video is about, and the second paragraph introducing your company and how you can assist your viewer.
- Be sure to include your targeted keyword and variations of it within the description. This is what’s going to help get your video noticed and ranking in search engines.
- Include a link to your website beside the description for easy access.
- For service related industries, link to either the service page or blog post related to the video topic or
- For product related industries, include a link to the product and direct them to the purchase page
- Be relevant to the video (the same goes for variations of the target keyword)
- Include your local city within the keyword phrase (if it’s a local service)
Every video should have an optimized title that is relevant to the video and targeted keyword. Your video should be formatted in the following way:
Include a detailed description (at least 300 words in length) which clearly outlines what the video is about, how your business can help solve the problem at-hand and where to reach you for assistance. This description is the bread-and-butter of your video marketing efforts in regards to search rankings, so structure it wisely.
Tags and Keywords
Keywords are another important (I repeat, IMPORTANT) element to getting your video ranked. Your keywords should always:
YouTube will automatically select 3 still frames from your video to use as the video thumbnail. These stills are usually chosen at random and usually do not reflect the true meaning of the video. The good news is that you can choose to trash these images and upload your own. Make sure the image is at least 640px by 360px. More importantly, make sure the image you choose reflects your video accurately. If you’re at a loss for what to use, you can never go wrong with your company logo and title of the video. Ideally, you can utilize a captivating image that will reel in your audience, along with a title that tells a cohesive story.
B. Advanced Settings
Fill out as much information as possible in this tab – especially video language, category and location. The more information you include, the better.
2. Annotation Settings
Annotations are a useful tool, as they can be used to link visitors back to your website or to another relevant video that circles back to you. This will help increase views, viewer engagement and possibly attract new subscribers. Annotations are a hit-or-miss depending on how you use them; use them incorrectly and they can distract your viewer from watching your video, essentially rendering your efforts useless.
3. Subtitles and Closed Captioning (CC)
ALWAYS add a transcript to your video and select a default language to categorize the video. The transcript is what Google will use to index and crawl the video, and this is what will get people watching.
After your script is written out, save it as a .txt file. The name of the file should match the name of your video — both containing your target keyword and brand at the end of the name.
- Example: Effective-link-building-strategies-2015-cliccmediainc.txt
4. Make Video Work For You
Once you’ve followed these steps, Google is now able to crawl the contents of your video and rank it accordingly. Video marketing is a huge platform for businesses to engage their audience in a creative way. By combining visuals with good old fashioned content, you’ve got a strong equation for high search ranking success. At Clicc Media Inc, we value video marketing as a powerful tool to help bring our clients the business they need to rise above their competition. For this reason, we’ve made it a standard feature in our marketing packages — a feature that other companies usually offer as an add-on. To learn more about our video marketing strategies, call us today at 954-271-3111 for a 1-on-1 consultation.