If you’re uploading content to YouTube, you already have a YouTube Channel, the chances are you’ve even had a stab at optimising that page. In this blog post I wanted to share with you what we’ve seen as some of the most common mistakes brands make with their YouTube channels and opportunities to make more of this owned media juggernaut.
These sort of improvements allow for better engagement and more click-throughs to the main website. Thinking about encouraging click-throughs is particularly important. YouTube’s aim when someone finishes watching a video is to watch another they can run an advert against. This could be quite different from your objectives!
The About Tab
The About Tab is a good chance to engage your customers. Currently it probably contains basic information about the company and what to expect, you want it to do much more than this
This is an important piece of copy, treat it with the attention it deserves. One approach that works well is answering the following questions:
- Why are you the best?
- How does your company differ from the competition?
- Why should people buy your products or services?
Finally, it should include a clear call to action which reflects what your channel aims to achieve.
Do you want your potential buyers to learn more about your products? Say so with an appropriate call to action.
People often do a good job of reflecting the keywords people search for on a videos pages. But a few areas often get ignored.
If you’re using YouTube to demonstrate or talk about your products it’s important that all video pages contain a link to the product that they are focussed on.
You may think you already do this but trust me it’s worth taking the time to double check. If someone’s taken the time to watch a video about your product you want to do all you can to ease the friction of getting them through to your site.
Perhaps instead of product demo’s you’re using YouTube to share ‘How-To’ style videos. In this instance it would be beneficial not only to link through to connected products or services but also to any corresponding guides on the main site.
If you don’t have these guides, consider producing them. You can embed the video from YouTube plus surround them with copy, links to relevant products. These types of pages can often end up doing well in the SERPs
As with the About page, Video descriptions need to answer those key questions and also contain a call to action to prompt the user to click through to the main site. Although the descriptions don’t need to be hugely in depth, they do need to contain enough information to entice the viewer. In-depth descriptions also have the added benefit of helping the videos to rank in the search results pages especially if they contain the correct product names and suitable keywords.
The videos and descriptions should work together to encourage further engagement from the user. Alongside the calls to action mentioned previously, users should be asked to share and/or comment on the videos.
Asking questions either within the description or the video itself is a good way to encourage this behaviour.
Other Tips for Optimising YouTube Videos
- Tagging and titles – include brand name and keywords in both the title and the tags.
- Transcribe video – transcribe and upload files for all videos. For instructions on how to do this watch the following video – This may not be suitable for all your videos so should be considered on an individual basis.
- Call-to-action – add strong call to action in descriptions and annotations. An in depth guide for annotations can be found here.
- Playlists – add videos to playlists, this means that the next video in the playlist will automatically play. Always link to a playlist if possible instead of an individual video URL.
- Create a video sitemap
- Enable comments – this will encourage user engagement. Make sure you respond to comments where appropriate.
- Share videos across social platforms when they’ve been uploaded. This can help them be indexed quicker and will encourage engagement. Consider sharing positive comments via social channels as well.