A well-rounded SEO campaign takes into account all search engines, not just the top dog. It is no secret that YouTube is the world’s second-largest search engine on the internet; here is how to leverage it to draw traffic to your own content.
YouTube has come out on its own over the last ten years, swiftly growing to become the third most-visited website on the world wide web and the second-largest search engine.
How to Rank on the World’s Second-Largest Search Engine
It is commonly understood that an online video has the potential to be much more engaging than a written work. Where learning online is concerned, “how-to” videos make up a majority of the search queries on YouTube. And combined with the added visibility of rich media content on the world’s most popular search engine, Google, YouTube is becoming the world’s largest de facto online education platform.
A Snippet Above the Rest
At the moment, Google’s reign over what is becoming less so the “open web” is largely undisputed, and running two of the world’s top search engine has been an integral part of Google’s continuing success.
In the year 2014, Alphabet had made the notable change to its popular search engine to include “rich snippets”, which invariably allowed websites to produce content previews for search traffic. Of all of the rich snippets which displayed video thumbnail previews, YouTube claimed over 90% of all rich snippets on their search engine over and above competing video websites. Since the early days of rich snippet, that number has been equalized somewhat, however marginally.
In addition to Alphabet providing special treatment for YouTube on Google, they have also added YouTube search trends to their powerful search trend analytical tool called Google Trends.By allowing the best digital marketing agency Sydney to learn more about trends YouTube, Google has essentially empowered its users with the ability to make their content engage in popular discussion –in real time.
The Anatomy of YouTube
YouTube’s visual formula to how it presents its data is much like that of its bigger brother, Google; it contains paid ad space at the top and organic search results below. However YouTube is also a little more democratic than Google, in that users can rate videos they like.
All of these factors combine to create a singular, resounding reason to make YouTube part of a balanced, well-rounded approach to gaming search: reach.
So, how can one establish a presence on YouTube?
1. Take a Top-Down Approach to Branding
Your YouTube channel is a highly customizable content container and because of all of the reasons that make YouTube a search engine power house, how you configure it carries a lot of weight in terms of viewer reach.
The first steps an organization will take when they create their YouTube account are probably the most important: assigning a branded title, avatar, cover image, and of course, your vanity URL.
A vanity URL on YouTube is subject to a number of criteria that require the account holder to possess a number of subscribers greater than 500, possess the account for longer than 30 days, uploaded a channel avatar, and a header image.
No vanity URL means your channel will have an unsightly and next-to-impossible to remember web address.
2. Following Traditional SEO Rules
In addition to configuring your profile to serve as an extension of your brand, other traditional SEO factors need to be put in their place.Your channel’s copy should make use of focused keywords, and with a view to Local Search, it should also properly target its geographic region.
That means focusing the copy of your channel description, the links it contains, video annotations, captions, sub-titles, and all video meta data. Yes, even captions are crawled by search engines!
The Google Keyword Planner is a powerful tool for selecting relevant keywords which can generate a higher volume of organic search traffic. By using keywords that are both relevant to your business and also popular based on existing search data, your YouTube channel is much more likely to receive the traffic your goals aspire to.
3. Associated Online Properties
Another important YouTube channel feature that should never go unnoticed is the ability to share other URL’s within your profile space. A link to your website will tell Google who is behind your content, while establishing credibility with visitors.
4. Video Quality
When it comes to nurturing the credibility of your brand on YouTube, video quality is incredibly important. Not just in relation to the content it contains, but also the video quality which governs how your content is presented.
Shoddy quality casts a dark shadow over your perceived credibility, whereas HD quality video is easier on viewers –and is highlighted within YouTube’s search results.
Using HD quality video on YouTube will certainly enhance the reach of your brand. The same goes for your video thumbnail; before posting any video on the service one needs to ask themselves if the thumbnail which will appear in search results both on and off YouTube accurately describes the content within, and entices visitor traffic.
Further to video quality and thumbnails, adding your brand logo to your video as a watermark will also ensure that your message remains contextually intact across the web.
Lastly, your video’s views, likes, shares, and inbound links all play a role in how far your message can reach. It is important to carry out off-site activities in order to grow in YouTube search rank.
Sharing your video content across social media channels, website properties, bookmarking websites, and doing a little outreach to other industry web properties will solidify the popularity of your video content on YouTube. YouTube observes all incoming traffic and reciprocates it by shelling out the “best” content to all users on its front page.