It’s 2019, so your business probably has (or at least wants to have) a digital video strategy. However, you need more than just great content for your videos to be a success. Understanding YouTube optimization and best practices are the keys to getting more views and likes, and hopefully translating that engagement into new or repeat business.

Creating Your Account

youtube optimizationFirst, create a Google Brand account and a YouTube for Business account. Remember, YouTube is owned by Google, and it’s basically a Google search engine for videos. This will be really important when we start talking about SEO, and a big part of why we’re focusing on YouTube as opposed to other video hosting sites such as Vimeo. A Google Brand account will allow you and others in your company to manage your YouTube channel and it will be separate from personal accounts.

Fill out Your About Page to Improve SEO

Start off on the right foot with these tips for your About page:

  • Write a keyword-rich bio.
  • Upload an eye-catching banner image (2560 x 1440 pixels, 2MB max).
  • Link to your website and social media profiles.
  • Include location and contact information to help clients and Google find you.

Tips for Video Creation and Scheduling

Once you have your channel set up, have a few videos ready to go so you can upload them as a batch. You can schedule them to go live on a pre-determined schedule. This minimizes issues if your production schedule gets off track.

  • Choose a schedule and stick to it. This makes your page seem more professional and can improve viewership since fans will know when to expect new content.
  • Be clear about the goal of each video and how you’re measuring its effectiveness. Time is money, so don’t get carried away with ideas that are creative but not necessarily productive.
  • Establish a handful of content goals. This will lead to more diverse videos. For example, your video strategy might include promoting services, establishing personal connections with staff and discussing industry trends. You’ll need to create a variety of videos to meet each of those needs.
  • Go into detail about products or services. Customers love to watch YouTube before purchasing and they want details.
  • Quality, quality, quality. Videos that look good, sound good and are interesting lead to increased watch time. The result? Better SEO, more loyal viewers and a better YouTube ranking.

Analytics

Now that you’ve optimized your channel and you’re making high-quality videos, pay attention to the numbers that will help you fine-tune your strategy and understand what your viewers want. Start with the basics by paying attention to watch times (how long viewers spend watching each video), location and demographics of your viewers. You also need to monitor comments for qualitative data that may not come through in the analytics. Along those lines, make time to watch other companies’ videos. Not only is this a useful way to see what peers and competitors are doing, but it’s equally important to engage on YouTube as on any other social media platform. For example, you may get a mention on someone else’s video and you want to be sure to respond!

Ads
Make sure your competitors are not running ads on your videos. This may seem like a no-brainer, but you’ll want to make sure to turn those ads off. This can be blocked using Google Ad Manager.

SEO
Now for the age-old question: If a video was uploaded to YouTube but wasn’t SEO optimized, was it really uploaded at all? The numbers might say “no.” With so much video content available, SEO is the key to getting your videos seen by the people looking for your content. Follow these guidelines for SEO optimization:

  • Use a keyword-rich title.
  • Captions improve SEO and the user experience. There are several services out there that will provide captions, or you can use YouTube’s captioning service. Bonus – captions make video content more accessible!
  • Write an effective description with a minimum of 150 words. Front-load important keywords. If it’s a long video, include timestamps so viewers can easily skip to what they are interested in. Link to other new or relevant videos on your channel.
  • Add up to 15 tags.

Other Tips and Tricks

Keep in mind YouTube’s ranking factors:

  • Video Title, Keywords, and Description
  • Video Quality
  • Viewing Time, Viewer Count, and User Experience

Encourage viewers to subscribe in every video and in the video description.

Utilize playlists to keep your viewers watching your channel and not clicking away.

The first 15 seconds are key! Open with a question, set an expectation, etc. There are many tutorials on creating openers out there.

85% of videos are watched without sound (largely due to mobile) so soundless or captioned videos can get a lot of views. Soundless videos under 3 minutes can be very successful. On the other hand, long form videos are really good for SEO. Longer videos mean more time viewers can watch. Experiment with both.


Enhancing Videos

YouTube offers a variety of tools to make videos more engaging and interactive. For example, you can create a custom thumbnail that appears when the video is listed. This allows you to include a photo, text or a screen shot of your choice rather than the randomized options from YouTube. Try using cards (small, transparent calls to action that expand when clicked). Use them to direct viewers to your website, online store or even other videos on your channel. Since attracting subscribers is critical for increasing views, create video watermarks that function as custom subscribe buttons. To add them to your videos, follow YouTube’s simple instructions. Finally, strategically select other channels your viewers may follow. Participating in the community will benefit you in the long run.

Video can be a fun, personal and direct way to engage with clients, new prospects and your community. It just takes a bit of strategy, patience and creativity. Understanding YouTube optimization and best practices will help achieve the results you’re after. Whether you feel lost when it comes to your YouTube presence, or you’re ready to take your video strategy to the next level, contact me today. I look forward to helping you reach your goals!

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Alison has more than fifteen years of professional services marketing and business development experience. She is a Boston College Double Eagle, holding both a BS in Management with concentrations in Marketing & Information Systems, and an MBA. Alison is a member of the 2009 Boston Business Journal’s 40 Under 40 class of honorees.