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Online Video Marketing in 2011: 5 Years of YouTube
Tuesday, May 24, 2011
It is hard to believe that it was about five years ago that Google acquired video sharing site YouTube for what at the time was a tremendous amount of money for a company that was roughly a year old. Google paid an estimated $1.65 billion for the company, and what an acquisition it was.  Google is said to be the number two search engine in North America.  That being said, are you optimizing for video and for YouTube?  If, in 2011, you are not optimizing for YouTube, you need to seriously consider the advantage and benefit of video optimization.  Consider this if you will:
  • in 2005, there were eight million videos watched on YouTube per day, in 2010, videos on YouTube exceeded two billion views a day
  • the average person spends 15 minutes a day on YouTube
  • every minute, roughly 35 hours of video are submitted to YouTube
  • hundreds of millions of video are watched each month via mobile devices - YouTube mobile gets over 100 million views a day
  • the number of advertisers using display ads on YouTube increased ten-fold in the past year
  • Global SEO?  70% of YouTube's traffic comes from outside the US
  • More video is uploaded to YouTube in 60 days than the 3 major US networks created in 60 years
  • YouTube's demographic is broad: 18-54 years old
  • 10% of YouTube's videos are available in HD
  • Social Engagement: More than 50% of videos on YouTube have been rated or include comments from the community
Sources:
YouTube
website-monitoring.com


If you are leveraging rich media content such as videos, as part of your online video marketing strategy in 2011 there is no question that you should be optimizing your videos on YouTube.  We all know how quickly a video can go viral, so it is easy to see how YouTube offers online marketers the ability to generate tremendous amounts of traffic to their websites.  Frankly it is not that difficult to optimize your videos in YouTube.

Online Video Marketing: Ten Tips for Optimizing Videos in YouTube

  1.  Perform Keyword Research - gain an understanding as to what people are searching for in YouTube.  You may not realize, but certain terms that are hyper competitive in Google web search are no where near as competitive in YouTube.  The ability to show up for highly search for terms in YouTube is possible.

  2. Video Content is Important - what you feature in your video is key to engagement.  If you produce a memorable video with useful information, you will have a better chance of receiving a positive rating, acquiring user comments and generating views.

  3. Length of Video Can be Key - I would suggest that most of the videos that really go viral are shorter in nature.  As a best practice strive to keep your videos within three minutes.  Be concise and communicate clearly.

  4. Leverage Keyword Rich Titles - just as with any content such as press releases, blog posts or webpages, the title of your video is a key factor in ensuring that your videos are found for specific keyword searches in YouTube.

  5. Brand your Video - optimizing your videos in YouTube is another great mechanism for creating awareness of your brand.  Brand your videos and your YouTube channel.

  6. Include a Corresponding URL at the beginning of your Description - When you post a video to YouTube, make sure you add a URL near the beginning of your description text. By doing so, even when the “more info” option is collapsed, the user will still see the link and the opportunity to click it will not be lost.

  7. Leverage Keyword Rich Descriptions -  make the description of your video meaningful and more importantly make it relevant.  Use appropriate keywords but do not try to over optimize your description.  Keyword stuffing is so ten years ago.  Create high quality content and you will be rewarded.

  8. Post Videos Regularly - fresh content will keep your audience coming back.  From a search perspective, well optimized video content may allow your video content to be displayed within Google's Universal search results.

  9. Activate Comments, Ratings, and Favorites through your YouTube Channel - Google is now and will continue to be leveraging social signals in their search results.  It is safe to say that similar social factors may be applied to YouTube ranking algorithms as well.

  10. Attention to Detail is Important - test to ensure that your audio and video quality are satisfactory before you release your video publicly onto YouTube. Tag your video properly to ensure relevancy with regards to keywords.  Ensure keywords are present in elements such as your video name, title, description and as mentioned tags.

Online video marketing in 2011 means establishing a video optimization strategy and including as part of that strategy, a plan for optimizing for YouTube.  Just because you create a handful of videos does not mean that you will enjoy success.  You need to create high quality video content on a fairly regular basis.  Each new video that you create is another potential interception point to engage with your audience.  With two million daily video views on YouTube each day, the potential to acquire new traffic to your site is great.  If you have not yet developed a video marketing strategy, you are missing out on not only traffic but another option for promoting your brand and engaging with your audience.

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posted by Jody @ Tuesday, May 24, 2011  
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