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A Great Video Isn’t Enough: Understanding Search & YouTube

A Great Video Isn’t Enough: Understanding Search & YouTube

A lot of the time, we don’t have any trouble convincing our clientele that they need video. It’s pretty self-evident why video is important. Nine out of ten shoppers report finding video extremely helpful when making a purchasing decision; three quarters of business executives and B2B buyers report watching at least one work related video every week. Video content can live on your website, but it’s smart and strategic to have a presence on YouTube: the world’s second largest search engine is where many people go first for tutorials and other informative video content.

[Tweet “300 hours’ worth of video are added to YouTube every single minute.”]

The thing is, having a great video is just not enough. 300 hours’ worth of video are added to YouTube every single minute. It’s entirely too easy for your amazing video to get lost in the crowd. If you want to be found, you have to pay attention to how YouTube works, particularly in response to its users’ search inquiries.

Put Keywords in Your Titles and Descriptions

YouTube search looks for keywords primarily in two text areas: video titles and descriptions. Therefore, it makes sense to include the terms your customers will be searching for in these areas. Ideal video titles are between 3 and 5 words long; something like “Best Refrigerator for Vegetarians” works great. If you know your customers are going to look for a longer phrase, use that – just remember, you’ve got a 70 character length limit.

Video descriptions can be much longer. You’ve got up to 5,000 characters to describe your video’s content. It’s important to be both accurate and appealing here: include relevant keywords in the description while giving viewers a concise description of what they can expect. A good best practice is to write a succinct overview – two to three sentences with the most relevant keywords included – and then follow that with a lengthier, more detailed description of what happens in the video.

Some people opt to put up word by word transcriptions as well; while there’s no data to indicate that this affects search rankings, it does seem to be an appreciated feature by users who may be watching your videos without sound.

[Tweet “9/10 shoppers report finding video extremely helpful when making a purchasing decision.”]

Engagement Matters

YouTube uses engagement levels as part of their algorithm determining video rankings. That means any video that has a larger number of views, comments and shares will show up higher on the relevant search page than a video that doesn’t. That’s why it’s important to have a strategy to include your YouTube content in your larger marketing strategy: sharing it yourself via social media can encourage others to do so, boosting your on-page position.

There is a significant amount of work to be done after your video is created to ensure your video is seen. But this time is well worth it: after all, if no one knows your video is there, was there any point making it in the first place? Give your video the audience it deserves with well written descriptive copy and social media sharing.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office