Video is becoming more and more important for your organization's web presence. The world’s second largest search engine is YouTube. These days, your business should be easy to find on YouTube as well as on Google.
YouTube has grown over the past three years, now boasting that 48 hours of video is uploaded every minute and they recently surpassed three billion views a day. Out of those views, the majority are still music and personal videos. However, a shift has occurred over the past few years - people are now also searching on YouTube for business videos. That’s right - people are searching for videos about your organization, products and services. That’s why many businesses are uploading product how-to and support videos, along with promotional material.
What’s interesting about using YouTube is that your videos can also rank on Google for the exact same keyword phrases. And in some cases, your videos can rank on the first page of the Google search results, thereby increasing your web presence on Google. This is what we all want – more web presence.
How to Rank Higher in YouTube
First, you should be aware of how your current YouTube videos rank for the keyword phrases that matter to your business and who you are competing with. Once you know how your videos are ranking, then you can look at three critical factors that you can change immediately to improve your YouTube rankings:
- Title - change the title of your video to something catchy that includes one of your keyword phrases
- Description - write a compelling description and include your keyword phrase within the content.
- Tags - use that keyword phrase as one of your video tags.
Other Factors Affecting YouTube Rankings
Engagement factors such as how many views your video has received versus your competition, video comments, and how many people have subscribed to your YouTube account also have an impact on your YouTube ranking. Sharing links to your videos via your website, email marketing, and social networks can have a positive impact on these engagement factors as well as encourage social sharing and backlinks.
YouTube also takes into consideration embedded videos on your website or blog posts. This is very interesting as it supports the theory that great ranking relates back to great content. At gShift, a best practice we encourage is to embed a YouTube video clip into your blog post. Both the video and the blog post can be written to engage your audience as well as optimized for an important keyword phrase. This combination of content will work together to increase your web presence and ranking.
Analyze YouTube Ranking Results Regularly
Finally, as a marketer, you should be checking how your videos rank each month, if not each week as you are adding videos or making changes. Your analysis should also include how many views your videos are getting individually and in total, along with how many referrals you are getting from YouTube to your website, and if any of that traffic is converting into business leads.
Remember, it’s still about providing quality, relevant content that is meaningful to your audience. It’s about connecting and building trust with people – always keep their interests in mind when creating videos, not just your business objectives. The more people interact with and respond to your videos around the web, the higher your YouTube rankings will be and the easier your videos will be found by others.
To learn more about how to gain a competitive advantage in organic search by improving your YouTube rankings, check out my video on YouTube: