Better fuel up: We’re generating traffic!
Let’s talk about a fundamental question. Exactly how can online video lead to more profit for your business?
In order to get more customers through your online marketing you need a healthy flow of traffic online and then convert a percentage of that traffic to buy.
How to gain traffic to your video:
It’s no secret that YouTube is a traffic source with almost limitless potential.
There’s only one problem: It’s a very crowded place. In fact, according to YouTube, there are more than 100 hours of video uploaded to the site every minute.
So how do you generate traffic to your video within a teeming pool of millions of other online videos?
The answer is: Video SEO. (Search Engine Optimisation)
Most people will most likely upload their video and just hope that it will “go viral,” but this is lazy video marketing. To be a step ahead of your competitors you must take the time to optimise your video for SEO.
Before you can understand how to optimise your online video, you need to understand why you’re doing it. YouTube has a ranking system within its search engine; it takes dozens of signals into account before suggesting a list of videos:
- Title tag information
- Audience retention
- Keywords in description tag
- Video length
- Number of subscribers after watching
- Likes and dislikes
Now that you understand why it’s important to adapt your video for YouTube’s search engines, let’s begin with the four major changes you can make to increase traffic!
1. Write In-depth and Keyword-rich Video Description
Google and YouTube search engine algorithms cannot watch or hear your video, at least not very well, so it’s up to you to clarify the videos content, in the description.
The more the search engines know about your video, the more confidently they can rank your video based on target keywords.
The description allows you to write long sentences that describe what the video is entirely about, often it’s useful to listen to your video while writing your description and write down the key phrases the narrator/speaker uses or to just reiterate the important content.
But it’s not just about transcribing the entire spoken content of your video, it’s about adding content, the description should have the same meaning as the video, but should deliver the content creatively in a new way.
Make sure to include lots of ‘questions’ into your description, because usually people looking for your content will search for the questions that you answer within your video.
For example, if your video is about financial planning and how to make the most of your super fund you can include questions within your description like this:
“Questions commonly asked about this topic are “How to grow my self managed super?” or “What questions should I ask my financial planner?” in this video we answer those important questions…”
It’s important to use the exact keywords you use within your video and the terms you think your audience would use as well.
The longer and more keyword-rich the description the higher it will rank on suggested videos and search engines.
(TIP: Another seriously underutilised tool in your Video SEO toolkit is Youtube captions, by manually adding a text transcription of the spoken parts of your video into the Youtube captions, you effectively add more keyword rich content for search engines to love, and you’re also making it possible for viewers to turn on captions when playing back your videos)
2. Using “Video Keywords” in titles and tags
Optimising your video to rank well on YouTube is great, but it’s very important to rank well on Google too. If your video appears on Google’s first page results it will immediately increase your viewer traffic.
How to appear on Google’s first page? Use those important keywords that your audience is searching for- they want your content but you need to make it easy for them to find!
For example, any keyword that includes “cute cats” will almost always have a few video results:
Someone searching for “cute cats” doesn’t want to read an article like, “10 reasons cats are so darn cute.” They want to see cute cats playing, eating, and sleeping!
Firstly while writing your title it’s important to use a structured approach and keyword phrases. You must include three main things in your title:
- The video’s overall topic, optimizing keywords that would be searched
- Your business name (increasing brand awareness)
- A keyword phrase someone would search
If you’re a lawyer providing tips to potential clients then an example title might be:
“What is a property settlement? ::How to avoid a damaged property:: LOCATION Lawyer- BRAND NAME”
You can also use every keyword that most likely applies to your video, make sure you spell every word correctly otherwise the tag is useless. Examples include: “Lawyer” “Property law” “property settlement” “solicitor” “property agreement” etc.
3. Generating more views using online communities
Online communities like Facebook and LinkedIn are fantastic places to channel traffic.
Most online communities don’t like being spammed with content and information, especially when it’s not useful to them.
The key is to share your videos and add a tagline to encourage people to click play; your followers on these websites are following you for a reason so they will most likely enjoy your content.
But it is also important to find a question within the community, something you have answered within your video. Providing them with your video will surely increase traffic, by gaining views from everyone following that feed and wanting the same answers.
4. Encourage Subscribing and Linking
It’s very important to build your subscriber base on YouTube. Over twice as many views on new content come from subscribers, than from non-subscribers.
It’s much more valuable to have a higher rate of minutes watched on your videos than just views. This means people actually find your content valuable…
Subscribers, engage with your subject matter and watch more minutes of your content so these viewers are absolute gold for your online video strategy.
So the important thing is: to ask people to like, comment, and subscribe in every single video.