Using Videos to Improve SEO

Scott Calonico

movie cameraDo you know which is the second most used search engine after Google? Is it Yahoo? Bing?


No. It’s YouTube.

The immense popularity of the video sharing service means that finding a way to incorporate video into your SEO strategy can have a valuable impact on your search rankings and traffic.

As well as forming part of your link building strategy (an essential part of search engine optimization), posting interesting videos on YouTube can result in plenty of new organic traffic to your site. These combined benefits mean that a little time spent in front of the camera can pay great dividends!

None of this means that it’s time to hire a movie producer! The nature of YouTube is such that rather more amateurish, homemade content is very popular. As long as you can provide something interesting, amusing or useful, it can bring you traffic. Short “how-to” videos, product demos or adapted presentations can all stimulate interest and eventually lead people to your site and your business.

Here is a quick five-step plan to use video to help with your SEO and traffic:

1.     Create Some Video

As stated above, this needn’t be Hollywood quality. Instead, just ensure that what you create is of genuine use or interest – if you can give it an entertaining or viral quality that’s even better! Programs such as iMovie allow you to apply professional effects with little specialist knowledge.

Make sure you incorporate links to your site within your content. Don’t overdo it, but don’t be afraid to provide a link at the beginning and end.

2.     Set up a YouTube Channel

Make full use of all the YouTube channel features available. Ensure you give a detailed description of your business that will be engaging to those arriving at your page. Make full use of the links section to link to your website and ensure you also link to all of your social networking pages – every one of these is another potential hook into your business for customers.

3d man3.     Upload your Video(s)

Think carefully about your keywords. Use lateral thinking to consider what the viewers you wish to arrive at your content may search for. Ensure you place a link to your site in the description field of each video. Although this is a “nofollow” link that will do little for SEO, it can still bring you natural traffic from interested parties.

The description field is also the field that will be shown in a search for your video. Think carefully about its content in order to draw people in.

4.     Promote your Videos

All the usual promotional strategies used to promote new Web content or blog posts can be used to promote your videos, including social networking, social bookmarking and blog commenting. H

owever, you should also make use of YouTube itself to draw attention to your content. Look for related videos and post your own as “video replies.” As more people arrive at your videos, your search rankings within YouTube will improve.

5.     Rinse and Repeat

Keep adding new content, keep promoting it, and keep interacting with other YouTube users. Over time, you should begin to see your videos rise up the rankings and the traffic to your website improve.

Even if you’re not comfortable with appearing in front of the camera, you can probably think up a way to place some relevant YouTube content about your business. Doing so can bring such good results that it would be a shame not to consider it.

If you're looking for more SEO tips, be sure to our June webinar recording "Five Surefire Ways to Rocket Your Website to the Top of Google".

Listen here!