Videos, Videos, Videos!
There is no question internet users love videos, and videos are one of the most effective marketing tools on the web. People tend to like how-to guides, DIY videos, tutorials, and content that teaches the viewer something valuable. Always keep your customer in mind when creating a video and imagine what information you can provide that would be useful and interesting to them. Let’s say you own a restaurant; a good video could be “How to pair the perfect wine with your meal.” You provide the viewer with the information they’re seeking, and the viewers will consider your restaurant as a source of information for them, as well as a place they may like to visit.
Remember you don’t need to create state of the art videos, quality matters but only to a certain extent. Stay focused on the content; that’s where the value lies. Simple formats such as animated videos and photo carousels can be quite effective and are popular among viewers. Try to keep the videos at a length that will keep the viewer’s attention. In our fast-paced world of instant gratification, people’s attention spans tend to be quite short. Grab their attention and provide the information they’re seeking, but don’t bore them with an extremely long video. Also of note, great videos can be affordable to produce, so even small businesses should get in the YouTube game.
Now Let’s Talk SEO
YouTube is the second most searched site on the internet, right behind the mammoth Google search engine. Because Google owns YouTube, the search results on YouTube affect your business’s Google search results. Knowing this, it makes complete sense for local agencies to use YouTube videos to improve local SEO.
Keep in mind, not many small businesses take advantage of this opportunity to improve local SEO, so it’s good business sense to take advantage of the lack of competition on YouTube. If your company is not already using YouTube to improve local SEO, now is the time! This guide will walk you through the steps how to optimize your YouTube videos for local SEO.
Set Up a YouTube Channel for your Business
Create a YouTube channel for your agency, so users can subscribe and keep abreast of new videos you upload. It’s imperative to include a detailed description of your services and offering, your location, and your website link. Use tags and keywords to describe your business, as well. If you’re unsure exactly how to set up a YouTube channel, here is a YouTube Guide for creating it.
It’s also important to create a banner and a trailer for your channel. The banner should match your brand identity and be consistent with the look and feel of your website. If you don’t have a designer on your team, you can easily create a YouTube banner on Canva, a free and user-friendly online software platform. In Canva you can find the template for YouTube channels, and go from there!
When creating your trailer, think of it as an ad for your business. The trailer can be set to autoplay for new viewers, so it’s the first thing users will see when they come to your channel. Here is a handy YouTube guide for creating a business trailer that can help immensely with your video. Here are the quick tips I pulled from the guide, but I’d urge you to read the complete article.
- Assume the viewer has never heard of you.
- Keep it short.
- Hook your viewers in the first few seconds.
- Show, don’t tell.
- Ask viewers to subscribe in your video and with annotations.
Once you have your channel all set up and ready to go, you can then start shooting and adding video to grow a following on YouTube. Now let’s look at how you can optimize your videos for local SEO.
Use Keywords in Video Title
As with all SEO, choosing the right keywords is essential. Pick keywords that best describe your content. Like in the above-mentioned example for pairing wine, think of keyword searches that would match your video. Searches such as “How to pair a Chardonnay with a dish” and other search terms that are relevant to your video. Then use the Google Keyword Planner to check how many searches your keywords get. Try to find keywords that not only match your content but are regularly searched on Google.
BONUS TIP: Keep your video titles under 66 characters, so they display fully in Google search results.
Use your Name, Address and Phone Number in Description
Include your business name, address, and phone number (NAP) in the description of your video. This information will reinforce the location of your business in search results and make your video easier to find in your local market. Including a call to action is a good way to do this. Using the restaurant example again, you can say, “Come to Mary’s Wine Bar to enjoy perfectly paired wines with your meal at ADDRESS.” To further enhance local SEO, include your local phone number, as well.
Geotags inform the user and Google where your business is located. Whether you shoot the video at your business location, in a studio, or off-site, tag the video with the latitude and longitude coordinates of your company’s location. You can geotag your video in YouTube using their Advanced Settings tool. Here is the link to YouTube’s Guide for Geotagging. Follow the instructions in the guide, and voila, your video is now geotagged to your exact location.
Write a Detailed Description of Your Video
This may seem repetitive, but you basically want to follow the same steps as creating your business description in the YouTube channel, except for the video you make the keywords and descriptions about the content of your video. YouTube gives you plenty of space for your description (5000 characters) so use that space to add your site URL, business location and phone number, and keywords. Also, select YouTube tags that describe your video. YouTube also has location tags, so use those for your business location and locations you target.
Share The Love
There’s no reason to load down your own site by hosting your videos on your server. You can easily embed the videos to your website in blog posts, welcome messages or anywhere on your site that the video makes sense. It’s also very important to share your video across all your social media channels. As we already know from a previous article about Facebook, Facebook loves videos, so embed all your videos in posts on your timeline. Do the same for all your social media accounts. The more exposure your videos get, the better the local SEO results are for your business.
Ready, Aim, Shoot
The connection between YouTube and Google, coupled with the internet’s thirst for videos make YouTube marketing an essential tool for any local business. With millions of YouTube users searching for quality video content, take advantage of this opportunity to improve your local SEO. It’s a relatively straightforward and cost-effective way to grow your business awareness and local customer base.
As a reminder, always upload quality content to your YouTube channel. Your goal is to deliver the information your customers are seeking in a fun, engaging, and informative manner. As with all social media, you want the users to engage with your video. Highly viewed videos with loads of engagement (likes, shares, comments, etc.) signals to Google your video is high-quality content and that will only improve your local SEO search results.
We’re always eager to hear your stories. What is your experience with YouTube, Google and local SEO? Please feel free to leave a comment or join our closed Facebook group for further discussions. 🙂