Marketing can become a whole lot easier if you conquer the media medium of video. I know some internet marketers who only concentrate on video marketing for their sales.
These guys don’t even have a proper website – a handful of .info landing pages and a YouTube account is all they need.
In this article we will be learning how to write a video description that will rank well in the search engines. After all – marketing without a website sounds rather fun doesn’t it?
Effective YouTube Video Descriptions
Point 1 – There are many people out there that would have you believe that bigger is better when it comes to video description SEO. In my experience filling up the whole of the description box ( I believe the limit is 5000 characters ) doesn’t really help that much.
On the other hand if you manage to write a couple of concise and to-the-point paragraphs you will see much better video rankings.
Too many people try to explain what the video is about when it’s the video’s job to explain itself. People look at the description for a ‘quick fix’ on what the video content is about – they don’t want the whole story, the just want a snippet!
Concise work tends to be much more compelling work. Compelling work tends to make the reader want to find out more about the video.
Point 2 – SEO Will Always count in any sort of description or content you find online. Don’t forget that Google now owns YouTube and the search bar it provides!
Keywords will allow your video to become ‘searchable’ and in turn draw in a lot more visitors.
For example, if your video was about American Golf courses you would include ‘America’, ‘American’ and ‘Golf’ in the video description.
If you cleverly place these keywords prominently within your text you will multiply the chances of being indexed high.
Point 3 – I make it a rule of thumb to ALWAYS include my personal name, company name ( a website usually! ) and location in my video descriptions.
More often than not word-of-mouth will lead people to search for you through more direct keywords. If you type your business name into the YouTube search bar and you do not show up on the first page of results you are definitely on the wrong path!
Point 4 – As an online marketer most ( if not all ) of your videos will be serving a funnel purpose. In some cases you will be aiming to:
- Drive traffic back towards your website
- Drive traffic towards a landing or squeeze page
- Drive traffic directly to a product and it’s sales page
Thankfully YouTube has no problem in letting us leave as many no-follow links in the description as we see fit.
Unfortunately, only the first three lines of your description show up by default on each video – you need to click it to see the whole thing.
This means that important links that are too far below the fold will not be noticed in most instances.
Always leave your links at the top of each description so they are visible without having to click to enlarge the description. I tend to leave a big ‘LINK – ‘ before each one as a direct, in-your-face CTA ( call-to-action ).
Point 5 – YouTube puts A LOT of weight on user experience signals. If people enjoy watching your video, expect to ‘nail it’ in YouTube’s search results.
Views hold a bit of weight in it’s ranking algorithm but subscribing and liking are two of the most important user experience signals that YouTube uses.
I always try and use my video description to sort of ‘beg’ for interaction ( don’t worry – it’s not as sad as it sounds! ). Simply leave a statement in the descriptions asking them to either like or subscribe if they ( the watcher ) enjoyed the video experience.
If you don’t ask online – you don’t get!
Point 6 – A lot of YouTube users seem to be unfamiliar with the time stamp element of the description. Until a couple of years back I was one of these users!
A good friend of mine pointed out that you can simply type a time code into the video description and it will act as a link to that particular point in your video.
For example, if I had an important bit of information dead on the second minute of the video I would simply type ’02:00′ into the video description. When you publish the description this time stamp will automatically turn into a direct link to that moment in the video.
This is a powerful way of adding extra navigation to your video making it much more dynamic – don’t ignore it!