It is said that a picture can speak a thousand words. Now think of the amount that could potentially be communicated in 30 seconds at 25 frames per second. Video search engine optimisation could become a key tool for social marketers wishing to reach an audience at a low cost. This search engine optimisation could then tie in with Youtube’s social network, along with other social networks such as Facebook and Google+ which have received closer integration with Youtube following this month’s redesign.
Research has shown that a link for a video is 53 times as likely as a website to reach an organic front page search ranking on Google. Youtube videos are of course likely to rank highly due to Google being its parent company. Furthermore most search engines provide a separate video category that will prove less competitive to get to the first page on than in the search engine optimisation battle with websites.
This is of course dependant on search engine optimisation factors such as keywords in the title and description, as well as user involvement. Comments and shares must be encouraged which is often dependant on the content. Of course there is also the opportunity to gain Youtube ‘subscriptions’ which will give users notifications of all future videos. With the closer social integration, social media campaigns could also be a significant beneficiary of being linked to Youtube videos backed by better search engine optimisation.
However, while video search engine optimisation may be more effective at gaining a place on Google’s first page, there are still further challenges than a link for a website. Firstly producing a video that entertains and promotes takes skill and creativity. Secondly it requires another step to get the viewer from the video to the website. However should the video be effective then it will become extra promotion in itself beyond search engine optimisation.
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