Moving images are an important part of modern company marketing. This is not only due to the many advantages that video as a medium provides as compared to text with regard to image and product advertising, but also due to its preferential treatment in search engines. The portal used most for publishing is Youtube, which is the second largest search engine worldwide after Google and an excellent option for attracting traffic to your own site.
However, Youtube works differently from search engines like Google. The users here are not only recipients, but play an important role as on other social media sites by way of comments, clicks and subscriptions. It is important to make optimum use of this power. In addition to this, the following measures are recommended for achieving the greatest possible SEO effects:
- Add expressive titles, descriptions and tags to your videos. Prior to uploading, identify video files with short names that contain the relevant keywords. Place a link to your company website or directly to further information in the description.
- Upload so-called video sitemaps using Google Webmaster Tools. These are XML files, which you can use to actively inform Google of the existence and content of your videos.
- Integrate the videos in other social media like Facebook, Twitter and Google+ as well as your own website and furnish them with Open Graph meta tags in the header, so that video thumbnails will be shown beside your website in search results. Try to generate backlinks to your videos by placing them in blogs and forums.
- Charge a fee for viewing some videos to achieve even more attention.
Many companies assume that uploading videos to YouTube suffices for good rankings in Google search results due to the video platform’s dominance of the market. However, these companies are often forgoing 75 percent of the top 10 potential. This was shown by an empirical study conducted by the online service VideoCounter, which was presented at the end of October 2013 within the context of the video marketing conference in Frankfurt. Only 26 percent of the video results in Google’s top 10 originate from YouTube. The remaining links in the top 10 are to 18 other video portals including Myvideo, Clipfish and Dailymotion. In order to achieve optimum ranking, company videos should be distributed across many portals.