It’s clear that video is an effective way to deliver a message to consumers. Video is engaging, it is passive, and can be entertaining, and worthy of sharing when done right. YouTube leads the way for video sharing in that it is one of the top search engines, and is one the most highly trafficked sites in the world, but you knew that right? What’s more, is that there are more YouTube videos included in Google search results than any other video service.
There are a few SEO tips to keep in mind when publishing a video. While a video with a poor title and empty description can still get lots of views on a popular channel or when shared to a large list, organic traffic may suffer. A common suggestion is to use a targeted keyphrase in the title and write the description as if you were writing a full blog post, even up to 1000 words in some cases.
Also, many suggest to use the video tags in a similar way to how we might have used meta keywords in the past, with a string of keywords, that will be naturally paired together, in theory, by YouTube’s search algorithm. Also, adding the content to a playlist is smart, when relevant. Pick a relevant category and take the time to create a unique message to channel subscribers that they will see when getting alerted of the video from the YouTube messaging system.
Consistent video publishing
Just like with consistent blog publishing, when delivering videos regularly, it signals to search engines that the channel is putting in some work and wants some notice. Also, the more content that exists the greater possibility of being discovered, and once discovered, providing the content is valuable, engagement, such as shares, likes, embeds, and commenting starts to happen.
A growing library of content will also boost the quality and popularity of the overall channel. Additionally, when all the stars align in your favor, a viral video could result. But when that happens, it is not time to sit back, more work has to be done to continue the momentum.
3 tips to boost the leverage of a viral video
1) Call to action – This is probably very obvious but surprisingly it isn’t always done. People need to know what you want them to do, and in a simplified way. Use a final frame perhaps with a call to action, or better yet, speak the call to action (or both).
2) Create a template – You will want to create a template to drive people back to any playlists that were created, to the channel, and of course to other videos. The template displays at the end of the video, just before credits and call to action usually, and should contain a subscribe button at a minimum, plus links to recent or popular videos and playlists. This really should be utilized before going viral to be prepared.
3) Embed video into Facebook – As things start to pickup naturally you will want to share the video with your audience. You can do this with a simple copy and paste of the URL, or for more exposure you could create a sponsored story. Also, if your message is geared towards a specific country, providing your page has 5,000 fans, you can geotarget the message. Of course, the video can be embedded on Twitter, Google+ and other networks as well, for even more exposure.