Video optimization is necessary to make your video marketing campaign discoverable on the web. Because they are accessible on search engines, you have to be knowledgeable about key phrase generation. This is your guide to optimizing video marketing.
Keywords are mostly used by search engines. One types the necessary key phrases that are significant into the search box. The search outcomes involve the different content in a list that match the keywords.
This list is common in different search engines. Whether you search on Google, YouTube, or Yahoo, an outline of content is always shown. This is how every user expects search engines to operate.
The keywords are matched by the search engine to the indexed content. YouTube, or whatever video streaming site you use, determines how the search results are ranked. The general guideline is to put the most significant post or content at the upper part of the page.
Hence, during video optimization, you need prior knowledge and skills in search engine optimization or SEO. You also need to understand the certain issues, challenges, and tactics of video optimization.
Optimizing Video Marketing and Keywords
We know that search engines rank the relevance based on the text included in your content. But what if we’re talking about video optimization? Which text will be the basis? Can search engines watch the video the way we can?
The text in non-video content shows what the content is about. It also involves other factors that determine significance. On the other hand, video optimization is reliant on the other texts on the page. It also depends on the additional metadata. These factors determine what the video is and how relevant it is.
But text is not everything. Marketers need to optimize their content based on pages, images, and videos too. Aside from basic SEO skills, other creative strategies for video optimization are important. This will guarantee that the video goes high on the results page.
An effective video optimization will make your video appear not only on the video-streaming site but also on other search engine results pages. This means it also shows up on Google and not just on YouTube
YouTube and other video-streaming sites consider the said guidelines that you must comply with:
The Title is Essential in Optimizing Video Marketing
The title is always the first thing you see when looking for videos. The same is true with books, blog posts, and podcasts. The title is used first by search engines in analyzing your video’s relevance in the search engines. As a general rule, the most important keywords must be on the title’s first three words. Search engines also prefer longer titles that are more descriptive over minimal, obscure, and short ones.
Informative and Longer Descriptions are Better
Key terms are home to description sections, and search engines will use them to determine what the video talks about and how relevant it is. So what the title couldn’t portray can be referenced in the depiction box. Use the best and the most keywords in this section, especially in the first 25 characters. Links can also be included so the viewers can be directed to other content they might be interested in.
Maximize the Tags when Optimizing Video Marketing
Tags are also a great way to maximize keywords because YouTube and other sites use them to categorize. Tags are also used to determine the relevance and the subject of the video. As always, the most important ones must be put first. Try taking advantage of popular search terms or topical phrases. Make sure that the tags you will use are significant to the video.
If you have no idea what else to put on the tags, try using Google Suggest or YouTube Suggest.
Promoting Your Video
After the process of video optimization, it’s necessary to keep promoting them. There are three methods. Owned, earned, and paid media channels are your options.
Take earned video promotion for instance. YouTube is the most dominant site for video streaming on the internet. SEO may consider title, description, and tags, but social sharing is also valuable.
Initiate and encourage them to post your videos on social networking sites and aggregators. The more people who share, the wider your potential viewers get. This also means a higher chance of being viral!
Paid video promotion may also be recommended. Bid on the searches or popular videos. You can also present a short intro or pre-rolls on other posts. You can also try getting it shown or appeared on search results of other videos. It should be noted that paid video promotion is controlled and targeted.
Types of YouTube Ads
YouTube has three types of ads: TrueView In-Search, TrueView In-Stream, or TrueView In-Display. TrueView In-Search allows your video to appear on the right side of the results of the searches. Keywords trigger these ads to show up. So be sure to do your research on the right keywords. Meanwhile, TrueView In-Display allows your ad to appear to the right side of the YouTube video that a user is viewing at the moment. Lastly, TrueView In-Stream ads simply show up on the ordinary YouTube videos themselves. You can skip these ads after five seconds if you want to. So you have to guarantee that the first few seconds shall spark interest.
Engaging your community is as important as video optimization. This will keep your target audience coming back to watch more of your videos. But their comments are not enough. Your response to them also matters, and this response must be timely. In case that they have questions or input, try to tune in and respond to them. Their feedback must also be considered when you start conceptualizing, shooting, and editing your video. You are in competition with various video uploaders. There are a large number of different recordings out there that can be better. It’s all right to expect that they won’t be around for too long. And the best way to keep them staying and interested is to value their feedback.
Reporting
Video optimization is part of the tracking and analysis cycle. This is important in all kinds of digital marketing strategies. The available measures in YouTube or other built-analytics of video-sharing sites will help you understand how to improve.
YouTube Analytics is free and gives you detailed statistics about the uploads you perform.
© Image credits to Scott Webb
Posted in Video Marketing
