With Video consumption, especially on mobile devices, on the rise, it is time to consider prioritising it in your e-commerce SEO strategy. Maybe you are already doing video marketing but still can’t see any qualitative or quantitative results. Well, producing good quality video content only does half the job; in order maximise the impact of your content, there are some functions other than “upload” on online video-sharing platforms that you need to know.
Optimise your keywords
To reach a wider group of audience, you need to put in some test keywords into the Youtube search bar (this also works on Google) to see how popular they are, look for top viewed videos with an impressive number of subscribers and analyse the keywords they use in their channel, video titles and description bar. Then, carefully choose your best keywords from this little analytics exercise. You would also want to give credit to the most viewed channels and videos by listing them in description bar (Youtube may ban you if you don’t). When tagging your videos, you will want to include not only your best keywords but also all the related channels with an enormous number of views and subscribers so that your video can get associated with the most popular channels and videos and get exposed in the “Up Next” column.
Use your Google Adwords account and invest in ads
By adding a new campaign for your Youtube videos in your Google Adwords account, your videos are able to gain more exposures. Most importantly, you don’t need to spend much on paid ads to achieve desired results if you define your audience and choose your keywords carefully enough. Youtube rewards popularity and success: if your views grow quickly, Youtube and Google Adwords will rank your video higher on relevant search pages, so you get more free organic views.
There are four types of paid ads on Youtube: skippable ads, non-skippable ads, display ads and overlay ads. The key to getting the best return out of your investment is to match your budget with the type of ads you can afford as well as with the characteristics of your ads.
Skippable ads can significantly increase your visibility for a lower price compared to cost-per-view because you only need to pay when the audience stays on and does not skip for 30 seconds. To generate new leads, skippable ads need to include surprise elements in the first five seconds (before viewers can skip) to grab attention. Just like Facebook Pixels, Youtube ads are smart enough to target people who have visited a specific website or viewed similar content. However, you might need to pay more if you want to narrow your target.
Non-skippable ads are up to 30 seconds and can hold the view captive before, during or even after the video content. Non-skippable ads that are about 15 seconds long tend to have the best performance. You can invest in non-skippable ads if you have a compelling case to make about the quality of the product, the claims about your service or your fantastic discount offers.
Display ads appear on the top right of the playlist or search results, which blend in with organic recommendations to show you have the best solution your audience is looking for. Your display ads should include a great image to drive traffic to your Youtube videos only because directing people away from Youtube (to other sites) can be disengaging.
Overlay ads are semi-transparent windows on the bottom 20 percent of a video. It is a great option to display related call-to-actions and direct traffic to your landing page. To deliver the best results, the overlay offer needs to be short, sweet and relevant to the video content people are watching. You can even put your overlay ads with your competitors’ ads to steal people away from your competitors as long as you offer a counterargument.
To get the best results from paid ads, you need to make sure that you optimised the tags and keywords in both Youtube and Adwords and that you have studied your target audience, interests and geolocation carefully.
Make good use of the Analytics data
The Analytics is where you can learn about your market, and you need to do a careful job here to put your video and ads in front of the right people. Look into your existing channel performance: which videos/topics/playlist got the most views/search? How long do viewers stay for your content (duration)? Then examine your channel engagement: the number of subscribers, likes/dislikes, comments, videos in others’ playlists. Analytics is also a good place to rediscover and better target your channel demographics: is your content aimed at the target age range, gender and locations? Whether you need to adjust your content based on this information?You can also see the demographics of your subscribers to study your most engaged group of audiences. Last but not least, you would want to review your discovery reports to see from which site did people see your video (playback locations). This can help you understand whether you need to focus on video or site SEO to increase your reach.
My vision is to help 1 million migrants become entrepreneurs over the next 10 years.