A video sitemap is an xml file on your server that sends information about the video content of your site to the search engine. It’s strange, but 8 out of 10 of our customers who order a video don’t know what a video sitemap is, and therefore don’t use it for promotion.
If the video is published on your server, then the video sitemap is the only way to let the search engine know about your video, without it the video will not get into the search results. In addition to technical information about the video file, the video sitemap contains the title of the video, its description, and tags. Be sure to write in these fields the relevant keywords for which you want to be in the search results.
Youtube video promotion
The position of your video in YouTube search results depends on factors:
- keywords in the title, description and tags of the video;
- average duration of video viewing;
- the number of views and comments on the video and the channel as a whole;
- the number of subscribers to the channel;
- video age, channel age;
- the number of “likes”, comments, additions to playlists, complaints, video inserts on other sites;
- the number of external links on the video.
This is not a complete list, but it is from these indicators that you should start optimizing and evaluating the result.
Specify keywords in the title, description (at least twice), and video tags. There are keywords that are used only with videos and cannot be found using conventional keyword selection tools. Therefore, when choosing keywords, it is necessary to use not only the usual Google Keyword Tool and Yandex Wordstat, but also double-check all the results using the Youtube Keyword Tool.
Recommendation: Post a link to your site in the first 150 characters of the video description. According to statistics, 6% of users go through it.
Video viewing time
A short average view time and a high bounce rate (cases where users close the page almost immediately) is a very serious “problem” in the eyes of Google. This is an indication that the video is either useless, or uninteresting, or irrelevant to the keywords. The probability of getting on the first pages of search results for such videos is low.
Write only relevant keywords, and try your best to keep the viewer on the page as much as possible. For example, try to organize a discussion in the comments.
Also, try not to make long videos. The ideal video length is 90-120 seconds for a detailed sales video and 30-45 seconds for a short how-to video. Such videos do not have time to annoy the viewer, the videos are watched to the end, they do not leave the pages ahead of time, Google is satisfied, the video rating is growing.
For a high rating, a video should have a lot of views, comments, subscribers, etc.
Organize video distribution across all your channels:
- email newsletter (you can’t embed a video in a letter, but you can insert an image that imitates the Youtube player window with a large “play” button);
- press release (if you are convinced that the topic will be of interest to editors);
- publications with videos on blogs, forums;
- social networks and Twitter;
- video response to a popular video on your topic.
An alternative to conventional promotion is services to boost the number of views and subscribers. We recommend that you use them only in rare cases and be very careful: it is important for Google that all promotion (including videos) be natural, so you can be banned for too aggressively boosting views.
These tips do not guarantee 100% success, but you can start with them, and then analyze the result and draw conclusions.