If you’re trying to boost your search results, you need to think beyond your website - because these days everything matters to Google’s ubiquitous search bots, including videos, images, maps, business listings, tweets, and even Facebook posts.
One relatively low-cost strategy: create a YouTube channel. Every video you post to your channel can be tagged and indexed, increasing the odds your brand name will appear in natural searches for keywords associated with your business. What’s more, video lets viewers feel comfortable with you, while building your reputation and being recognized as an expert in your field. You can even create and host a talk show by uploading video “episodes,” which will drive sales your way.
To build your own YouTube Channel, choose a name - preferably your company or the the product/service category that best fits. By registering your name, you’ll receive a URL—youtube.com/user/yourfullname - yet another signpost on the Internet.
Here are four steps to getting started:
1. Plan your videos. Keep in mind that people don’t want to watch commercials for your products or services. They DO, however, want to benefit from your expertise - and that should be your creative cornerstone. Whatever business you’re in, you’re probably an expert at what you do, so share your knowledge. For example, if you sell bedding products, write about how to pick a perfect mattress or the advantages of organic latex. By the way, YouTube has different types of accounts. To stand above the crowd, “Guru” is your best choice.
2. Record your videos. Make sure you have a script first, or at least a list of talking points. You don’t have to have HBO or even local cable production values, but the video and audio quality should be clear - and there shouldn’t be any amateurish hems and haws. Try to avoid just being a talking head. Product demonstrations, pictures, charts, use of other relevant video clips, and dialogue with another on-camera person can all add presentational pizzazz to your video. Create a look consistent with your other marketing - your website, blog, business cards, PowerPoint, etc. Of course, if you’d like some help with the scripting, filming, or any other production aspect, we’d be more than happy to help. Also, to save money and support your fledgling channel, consider shooting several videos at a time.
3. Optimize for video search engines. Add keyword tags that reflect your video’s content so you’re easily found when searched.
- Use the phrase in the title twice (at the beginning and at the end)
- Always begin your description with a link to your website
- Use supporting words so Google can more accurately gauge your content
- Repeat key phrases and common alternatives for your tags, just as you would for your website. For multi-word phrases (“memory-foam mattresses”), use quotes
4. Commence marketing! Post links on Facebook and Twitter. Use your link as a “video reply” to videos on similar topics. Increasing the number of links back to your video is probably the #1 thing you can do to boost your search results. Your best strategy: discover the sites that are linking back to the most viewed videos in your category, (just search for their URLs on Google). And then contact these sites with the suggestion that they might want to also link up to your videos. Your goal should be to get a few hundred views—at which point you will probably be on Google’s short list for your key word and/or phrase.