When you think of a search engine, you immediately think of Google. That is not surprising, as Google has been the largest online search engine for years. Everyone knows the second-largest search engine too, but it is still often underestimated when it comes to findability. YouTube, also part of Google, is the second-largest search engine in the world.
The power of videos is becoming an increasingly important element within your online marketing profile. This applies not only to talents and artists showcasing themselves on YouTube, but also to companies and their websites. After all, videos fit perfectly with optimizing content and connecting visitors to your product or service. So, get started with video optimization!
Factors that determine your video ranking
Just like Google, YouTube has an algorithm that determines the position of videos in the search results. This is done based on a number of factors. The most important factors that the algorithm checks are:
- The viewing time (how long the videos are watched)
- Relevance of search terms
- Number of subscribers
- Video duration
- Reaction and commentary on a video.
1. Ensure the right content
To ensure that the viewer actually watches the entire video, it must, of course, be interesting. This means that the viewer must feel that the video is worth watching. Therefore, it is advisable to focus on creating an emotional feeling or teaching the viewer something in the videos. And make sure the videos are not too long. Most top videos on YouTube are around 3 minutes long.
2. Both YouTube and Google must understand your video message.
Neither search engine can actually understand a video. Therefore, you must tell them what relevant information a video contains so that they can correctly include this in the search results.
Optimize your title (A short title with your most important search term)
Use relevant search terms/tags (YouTube places more value on the time spent watching a video than on the number of viewers)
Write a complete video description (Create a detailed description of the video. An accurate description incorporating search terms influences the position within the search results. It is even possible that the video will appear in the Google search results).
Consider adding subtitles to your video. This way, a viewer can mute the video and follow along thanks to the subtitles.
3. Call to action
After the video has been watched, you naturally don't want the viewer to click away immediately. They shouldn't go from your video to a video that has nothing to do with your product or service. You capture their attention the moment your video is watched. This is therefore also the moment to call the viewer to action. In the notes, for example, you can encourage the viewer to visit your website to learn more about the product.
4. Promote video
Optimizing your video naturally includes promoting it. Add the video (embed) to your blog, website, and social media platforms like Facebook and Google+. Encourage visitors to interact with your video by leaving a reaction or comment, or by sharing it with others.
More engagement means more value for a video within the search results.
Successful video optimization
- 1. Create concepts for your video based on customer value
- 2. Use relevant keywords and have them appear in the video title, label, and description.
- 3. Include a call to action option in the description or video.
- 4. Promote the video within your own network and ensure interaction.
By showcasing your brand, product, service, or company in a video, you have the opportunity to reach millions of people. A video can strengthen the bond between the viewer (potential or existing lead) and the company or product. Furthermore, it boosts your discoverability, both within Google because the video can be included in search results, and because you optimize content on pages within your website using the videos. And your ultimate goal is, of course, to be findable on both the largest (Google) and the second-largest search engine in the world for your relevant search terms.