In this digital age, neglecting the power of visual marketing can dampen small business SEO efforts. ComScore statistics show that 45.4% of web users see at least one video in a single month, and the average user is presented with 32.2 videos each month.
And Dr. James McQuivey from Forrester Research says that a one minute video is equal to 1.8 million words. It roughly accounts to 3,600 web pages. It means that if a single web page is written in an hour, it will take a company 150 days of continuous writing to achieve the impact of a 60-second video.
The stats clearly indicate the power of YouTube marketing and SEO, but how can a company that doesn’t have a clue make the most out of the platform?
Here are a few pointers:
1. Research for relevant keywords
Just as conventional search engine optimization requires keyword research, YouTube SEO is no different. Businesses have to select a list of target keywords that will be a part of the marketing strategy. A keyword research tool or Google Trends can be used for this purpose.
Companies can also search for additional keywords using YouTube’s native search tool. Words or phrases related to the concept/theme of the video can be entered in the tool to see the suggestions. If any of the results make sense, it would be helpful to include them in the optimization strategy.
2. Utilize custom thumbnails
Using smart keywords is only the start of the battle. After making an official YouTube account and creating a video, the user is given the option to set custom thumbnails for the video. This means that there won’t be any random screenshots generated.
The team at 29prime.com underscores the importance of making sure that the videos are sustainable and consistent with your overall business model. Companies don’t necessarily need an expensive video service to create effective videos. This indicates that even small changes like choosing relevant custom thumbnails can make a huge difference and increase conversion rates.
3. Add a compelling description
The title may not offer a lot of wiggle room, but the description has enough space for marketing departments to play with their creativity. The first line of description should feature the keyword phrase similar to the one used in the title as well as a call to action. This excerpt appears along with the video and is visible to the user without having to expand the description.
As for the rest of the space, there should be a paragraph describing the product or service, along with the relevant keywords. Links to other related videos, services and social media profiles can also be listed in the end.
4. Add geo-tags
Geo-tags are the most neglected factor in YouTube SEO, and they can prove to be the difference maker for small businesses trying to rank in a particular locality. Geo-tags can be associated by going to Advanced Settings > Video Manager.
The search field that is presented in the Video Manager section can be used to search for a particular location. A popup map then displays the exact location, which can be further refined through a marker. Geo-tagging videos can improve the local SEO efforts of a company.
Do you consider YouTube important for marketing? Feel free to leave comments.