YouTube (YT) is the most popular video sharing site and also one of the most used search engines for video search. It holds a great amount of authority in the eyes of search engines and since many search queries return video results nowadays, it is important to have a video strategy in place.
With US being the country that uploads the most video and watch YouTube the most, one could and should be able to use it for business. YT can be used as an online marketing tool, to get more traffic to your site. And all this at no significant cost, if you’re a savvy marketer. If you are not at that level yet, you can always avail the SEO services of an Internet marketing agency, to help you with your YouTube strategy.
All businesses, whether mom and dad store or Fortune 500, would want to get more customers to their brick and mortar stores or to their online sites. Even if you think that your business is doing pretty well, you may still want to grow it to eventually make an exit before retirement. One thing that many people have heard about is that video marketing is fast becoming one of the best and comparatively cheaper ways of getting to market your business.
Take the case of Orabrush for once. That’s and MBA case study for growing a business solely with YouTube and viral videos. The company started from zero, on a budget, created a home-made video and once the video went viral, the company grew to the level of supplying tens of thousands of units to several Wal-Mart locations.
The reason behind their success? More than 17 million views up to date (APR 2012). Here’s CEO Jeffrey Harmon explaining, "Previously, in an attempt to educate people on bad breath, we had tried a TV infomercial -- it was a complete flop. As an experiment, we decided to create an 'infomercial' for YouTube. We had made a couple of videos that we could see were showing signs of going viral, so we decided to give them a jump-start with Promoted Videos." (source)
You are probably wondering why you should go with videos. Well, it has been found that people commonly browsing the web create opinions about sites in a matter of seconds, if not within one second. People usually just quickly scan the site for the pictures and headlines, and not really go into the content unless these two elements are catchy.
Second reason to post videos is that videos are way easier to follow and require significant less effort from users to understand them. A 100 words message can be communicated much faster without stressing the audience, and if the message is accompanied by creative content, it will be embedded much easier in your audience’ minds.
Thirdly, nowadays Google is deploying what is called Universal Search Result Pages, which means that the pages returned by Google contain a mix of text, images and, you guessed, videos. To dominate the search results in Google means to have one or more text listings, product listings, Google Places listings, PPC ads and of course, videos.
YouTube holds a super great authority in the eyes of search engine and if you regularly upload videos, by creating a channel and target your niche, chances are that your videos will start popping up in search engine result pages.
On YouTube, you would be able to stand a greater chance of having your message to be fully gotten, unlike in the text format of your web page. Hence ensure that the content in your video gets to fully communicate what you had intended to pass across to a potential client of yours. Get to do a careful analysis of the type of product that you are offering, and get to use a style that would best promote it. The video should be able to convince someone to get persuaded to use your product, or contact your business.
Regarding the videos themselves, ensure that they are not too long for their purpose, because the longer they, the higher the chances that a person viewing it is likely to click onto something else. As a general rule of thumb the higher resolution the better and the crispier the image the better.
Did I mention that you can deep into whom your audience is on YouTube? It’s called video analytics and provides insight such as to from where the people who viewed the videos were or how many views a videos had. But that’s for you to discover.
There’s a downside to using YT and it’s important to know about it. Posting videos on YouTube means you’re using a third party host, which uses their own video player that allows for limited control over features and passes no Pager Rank if linked back. This means if you’re uploading a video which becomes viral, others will link to the YouTube URL and not to your site. Also, if people want to place the video on their site, they will most likely use the embed function offered by Google, which again means that all the link juice will point to YouTube and not where you want it, your site.
To minimize this, one should at least insert a link to its site in the video description when uploading the media. The URL should show right below the video, in the video description area:
Also, you should spend the appropriate time to create a channel, and link to your site within the channel description as well:
Now, that you saw the power of video, would you incorporate it in your SEO strategy? Because creating and uploading a video on YouTube is just a small, first step in this strategy. You will have to promote the video with search engines, socially and on other video sharing platforms. It’s a tedious and long process, but it may pay dividends.
Have a success story about your videos? Let us know.
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