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Optimizing Your Company’s Video For YouTube Consumers

Optimizing Your Company’s Video For YouTube Consumers

by Cameron JohnsonAugust 20, 2015

Did you know that having a YouTube channel is one of the best ways to direct traffic to your website? With over one billion users and superb keyword indexing, YouTube is one of the easiest, and most cost efficient ways to put quality video content in front a mass audience. If you haven’t harnessed the power of YouTube to work for your brand yet, here are some tips for optimizing your videos to attract more visitors.

1. Be aware of keyword placement.

The most important keywords used in your video’s title, tags, and description should be as close to the beginning of the entry field as possible. For instance, “Los Angeles Drywall Experts” is a much better title than “News from the Top Drywalling Experts in Los Angeles.” Keep each tag as concise as possible, and include concise keywords within the first sentence of your video’s description. Also, pick a good file name. Prior to uploading your video file to YouTube, make sure the file name reflects the same keywords in its title. Stay away from generic or non-descriptive file names like “jim’s_film.avi” or “final_movie.mpeg.”

2. Choose an appropriate thumbnail.

YouTube allows you to pick your own video thumbnail; make sure you don’t take this for granted. Your target audience will be more likely to watch a video that’s clearly had someone pay attention to its editing than a video with a random thumbnail that was selected by YouTube’s default algorithm. Pick a shot from your video that represents the subject matter. If a viewer is in a hurry, there’s a good chance they’ll select which video to watch based on whichever one in their search results has the most relevant and appealing thumbnail.

3. Keep your URL prominently displayed.

After uploading your video to YouTube, you’ll be able to include links that display for either the entire duration of your video, or for a selected time period. Do not place links over important shots, but keep your links placed somewhere that can be easily spotted. If you do not want a link to your website to be present throughout the entire video, have it appear at the beginning and end of your video.

4. Include your video’s transcript.

Since every video on YouTube has the option to include a transcript, you can direct more targeted viewers to your video through YouTube’s indexing feature. If search engines are able to view all of the dialogue in your video, you’ll have a better chance of getting a high ranking on a search results page. Even a simple transcript of an introduction to a wedding videography reel will help boost your search results.

Additionally, make sure your voiceover or dialogue includes your keywords and website URL. Thanks to YouTube’s closed captioning and speech-to-text features, your video’s dialogue will be searchable. Make sure to mention your exact brand, product, and company name. If your video is a product demonstration of new cookware, have the speaker mention the term “cookware” along with “frying pan,” “pasta pot,” and any other individual products. If your video is a real estate listing, have a voiceover that mentions the amount of bedrooms and bathrooms included on the property.

5. Don’t forget the importance of tags.

You will definitely want to use your video’s main keywords as tags, but make sure to use at least five of them for indexing purposes. (And of course, more tags mean more search results will include your video.) If possible, include your company’s name or your own name and the industry related to your product or service.

Keep your video viewer-friendly. Do not overstuff your transcript and tags with nonsensical keywords, and keep your video’s presentation uncluttered. Your video may end up being the first impression to make on a potential client, so put your best foot forward.

About The Author
Cameron Johnson
Cameron Johnson is a business consultant and entrepreneur. Over the course of his career he has conducted case studies on both social media optimization and non-profit marketing. Cameron has also had the opportunity to speak at international business conferences and was recently recognized as one of the world’s top 100 advertising experts to follow on social media.