Video is fast becoming the content medium of choice for US consumers, especially younger ones. Video consumption increased 23.3% in 2015, according to ZenithOptimedia's Online Video Forecasts, and it's expect to grow again in 2016—by 19.8%.
Even though you may already be producing videos, you may not be getting the maximum ROI if you're not optimizing them for search on both Google and YouTube.
YouTube remains the world's second-largest search engine---the-2nd-largest-search-engine-infographic after Google, the world's largest, which is itself delivering more YouTube results for its searches.
The work of SEO-optimizing video is complicated because you need to optimize not only for Google but also YouTube. YouTube ranking criteria are different from those of regular Google search, according to Jeff Martin, vice-president of YouTube audience development for Touchstorm.
Speaking at the recent Search Marketing Expo, Martin said YouTube video optimization should include not just the video's metadata and thumbnail but also its performance. The components of YouTube performance are views; video watch time; session watch time; and engagement, which is the number of likes, adds, and subscribes, as well as dislikes.
You should shoot for high rankings on both Google and YouTube, so use the following 16-item checklist to make sure your videos rise to the top of search results.
1. Relentless and deep keyword research
First, identify the best keywords for your industry and your company, based on search volume and competition—just as you would for regular Web pages. If you're using a keyword research tool, make sure it evaluates not only Web pages but also YouTube pages.