YouTube is a global video-sharing website headquartered in San Bruno, California, United States. The service was created by three former PayPal employees in February 2005. In November 2006, it was bought by Google for US$1.65 billion. YouTube now operates as one of Google’s subsidiaries. The site allows users to upload, view, rate, share, and comment on videos, and it makes use of WebM, H.264/MPEG-4 AVC, and Adobe Flash Video technology to display a wide variety of user-generated and corporate media video. Available content includes video clips, TV clips, music videos, movie trailers, and other content such as video blogging, short original videos, and educational videos.
Most of the content on YouTube has been uploaded by individuals, but media corporations including CBS, the BBC, Vevo, Hulu, and other organizations offer some of their material via YouTube, as part of the YouTube partnership program. Unregistered users can watch videos, and registered users can upload videos to their channels. Videos considered to contain potentially offensive content are available only to registered users affirming themselves to be at least 18 years old. (source Wikipedia)
How Youtube can help with Digital Marketing & Search Engine Optimization
If we take a look at a properly set-up Youtube page, there are a few things that should stand out immediately. A few of those items are: 1) Focus on company/brand name or search terms 2) Relevant keywords or search terms that those companies are trying to rank for 3) Detailed information on how you might get in touch with the company be it a link to their website or other social media channels. In hunting around Youtube for SEO / search engine optimization related information, came across the following video: <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/OhwMTBwGjN4″ frameborder=”0″ allowfullscreen></iframe>
One of the first things that we noticed when looking at this video, then the other video resources on their page is the ability to share their content. Jumping off of their main page and looking at what is presumably other competitors for Cleveland SEO, we found a number of companies and brands actually encourage you to share their content. Their videos aren’t locked and you can share them on social media as well as utilize their videos as content on your page through copying & pasting an embed code, similarly to how we posted the search engine optimization video from Arkham SEO above.
They also have a full transcription of their videos in the message description that includes their brand names as well as keywords. An interesting thing to note is that Youtube doesn’t seem to want to allow you to include links in the description, maybe that’s part of their initiative to cut down on spammy tactics since it won’t allow you to add anchor text for the keywords you’re looking to rank… but… Youtube will let you verify the website that is associated with your account & from the video manager, you’ll be able to attach a “card” to each video that will provide a link that to your site. For any kind of brand building initiatives, links back to homepage are better than nothing.
Since Google loves Google
For purposes of search engine optimization, let’s take a look at all the ways Google will allow you to feed your Youtube videos into other Google properties. And why not really, utilizing all of the Google properties will no doubt have some sort of effect on your website showing up on search results pages. So from a Youtube standpoint, let’s take a look at all the potential Google property tie-ins that will all you to feed your video:
- Google+ – Google’s attempt at developing their own social network & it makes sense considering the shear volume of Gmail users; why not try to put the two together.
- Google My Business – If you’ve gone as far as building out a Youtube channel for your company or brand, you will also have taken the extra steps to building out a full company profile page. In addition to photos, you can add your hours, NAP, website. Google My Business info will also get fed into Google Adwords for “location extensions” for any pay-per-click ads that you might run.
- SERPs (search results pages) – Youtube will also independently display as a line item as a Google search result if there are enough videos and activity with those videos. What that potentially means is that for any brand related keywords, you might be able to occupy another favorable position in front of a competitor. The more real estate you can occupy on that first page, the better off you’ll be, right? Or at least improve the likelihood that one of your results will get clicked. And let’s be honest, if your links are all over the first page of Google… someone is bound to click just out of curiosity as to how you were able to pull that off.
- Google Drive – Another resource for storing the videos you’re uploading to Youtube. By breaking up the videos and transcripts into separate folders & directories, making those available for public consumption by sharing links to those resources has to put another feather in your cap in the eyes of Google, or at least all arrows point in that direction. How much of an impact is still up for debate but we’ll be certain to test it & report back on our findings.
- Google Photos – Now, what if one of your explainer videos happens to be an animated illustration or you’re looking to build out an animation, there is an option here to do just that. When you’re done, share that animation to Youtube.
- Blogger – Looks like another super easy & FREE way to integrate & utilize videos in your digital marketing efforts.
- Google Slides – Another great way to put together the components for a slideshow that can be combined & compressed into a video that you can also share on Youtube.