Search engines like Google, Yahoo, and Bing are not the only ones that require you to use optimization. YouTube also analyzes several factors when ranking videos that appear on its results pages. Open Access BPO lists down some factors that you need to take into consideration when publishing marketing videos on YouTube.
With thousands of videos uploaded and millions of views generated per day, YouTube has undeniably become the most popular distribution platform for businesses with video content marketing as part of their digital marketing strategy.
Although understanding how to generate strong engagement on YouTube can be time-consuming, the outcomes of producing compelling videos and making sure they rank well are worth the effort. If your business makes use of YouTube as a content marketing channel, the need to optimize your videos is inevitable.
Most companies that are new to YouTube are clueless about how the site manages to rank videos in its search results. To help you produce high ranking marketing videos, here are some factors that you should take into consideration:
1. Filename: The inclusion of keywords in your video’s filename can affect its ranking. If you want to have higher ranking for “summer fashion tips,” you should name your video “summer_fashion_tips.mp4.
2. Video title: Your title should include your full keyword. Hence, it should be long enough (at least 5 words) to avoid keyword-stuffing. Experts suggest that placing the keyword at the beginning of your video title can get a higher optimization boost.
3. Description: Since YouTube can’t watch or listen to your video, it makes use of your text description as basis in understanding the content of your video. Your site’s link must be placed on top of the description, and your keyword must appear in the first few sentences.
4. Tags: Tags can help YouTube learn more about the content of your video. When tags are targeted, they do not only help your video rank higher, they also increase chances of your video appearing as a related video in the right sidebar area of other videos.
1. Views: The size of your video’s viewing population is a good indicator of its content’s quality. When a video generates massive and rapid increase in view count, YouTube detects this as a sign that your video needs to be on top of the search result pages.
2. Video retention: This refers to the percentage of your published video that your audience chose to watch. This can reveal if a video can successfully sustain viewers’ interest from start to finish.
3. Comments: Feedback can reveal if your video is able to move viewers either in a positive or negative way.
4. Post-view subscriptions: The number of subscribers you gain after people view a specific video is a good indicator that it’s compelling and worthy of high rank.
5. Shares: When people share your videos to their own circles using social media accounts, it means that your video is of good quality.
6. Favorites: When viewers mark your video as favorite or clicks the “Watch Later” button, YouTube recognizes that you created content that’s worth a rewatch.
7. Thumbs up/down: Just like Facebook, the more thumbs up your video gets, the higher its chance of getting recommended by YouTube when somebody makes a relevant search.
8. Backlinks: YouTube, just like Google, also makes use of inbound links in ranking your page and the videos uploaded to it.
By closely monitoring these factors when publishing videos on YouTube, you ensure that your marketing materials will receive higher rankings later on. Just like search engine optimization (SEO) done for search sites like Google or Yahoo, your YouTube videos also need optimization for them to help you attract stronger viewer engagement.