Everyone remembers the king – but the shrewd ones keep an eye on the queen.
YouTube is the second largest search engine on the web. The question is: are you poised to take full advantage of what it has to offer?
An increased number of businesses and marketers have started dedicating more time to this online marketing channel. There are various factors that come into play as far as individual video content, playlists, channels and their ranking factors. This post will outline some tips to optimize videos and channels within YouTube to increase visibility and engagement.
If you’re going to have any success with your YouTube efforts you need to base your strategy around strong content. If your videos are boring, dumb or a combination of the two evils, then don’t bother – stupid funny might have a shot though.
Ideally, you will populate your channel with content that will provide value for your viewers and persuade them to continue watching or return at a later time. This can be done by answering questions, entertaining your audience, solving a problem, etc. Finding the appropriate topics may involve keyword research, competitor analysis and customer feedback. Once you have your content ready you can begin to optimize your channel to increase your reach and marketing influence.
Interesting titles that include relevant keywords are essential for both search purposes and user engagement. However, it is important to avoid misleading users to get more clicks. This will result in a high bounce rate and have a negative impact on your video’s ranking.
A comprehensive text description of individual video content, playlists and your channel as a whole is ideal for search purposes. Inserting a URL at the beginning of the description can be done to drive traffic to your website and and employing relevant keywords will help your target audience find your videos. Place the most important keywords and information at the top of the description to keep it from being hidden behind the Show More tab.
Promoting longer view times can be done by setting up playlists to group related videos. Since the next video in the queue will be set to automatically start playing after the initial video is over, the probability of keeping the viewer’s attention is stronger and may introduce them to content they would not have seen otherwise.
Videos with higher levels of engagement are much more likely to rank better than those that with little interaction. Comments and social shares provide positive signals for search engines, which will ultimately enhance the visibility of your channel. Responding to comments and answering questions can elevate engagement.
Assign tags to your video that use a good range of keywords that are associated with your business. These tags are used by search engines and within YouTube to pull up and showcase your videos when similar content is viewed or searched for.
Uploading a transcription of your video content will allow YouTube to insert captions within the video, which can then be indexed by Google. This increases the search engine’s ability to ‘understand’ the information in the video and display it appropriately. This also makes it possible for users that are not able to listen to your video to engage in another way.
Adding annotations to your videos is another way to increase view times and engagement. Links within your videos can be used to direct viewers to watch related videos, link back to landing pages that expand on the topics in the video they are watching or display a specific call-to-action.
The CTA in your videos can be used to promote a variety of things. Creating “subscription links” within the video encourages viewers to subscribe to your channel, which can stimulate long-term engagement and enhance reach.
Regularly uploading new videos to your channel will help build your authority on YouTube and encourage return visits. A larger amount of quality content on your channel translates to an increased ability to provide value to your audience.
List all of your other social media profiles on your main page and share it across those channels. Ask viewers to like or share your video with a CTA and allow them to embed the video on their blogs, websites, etc. This will make it possible for people to access your video from multiple platforms and increase organic traffic to the your channel.
Video offers a powerful means to engage with your target audience, build your brand and increase the ROI of your marketing content.
Long Live the Queen.