As a life science marketer, you probably have at least a few product videos, testimonials or recordings of customer presentations on your website. Most likely they are hosted on YouTube and embedded on your web pages. But if you think customers will only view them through your site, you are missing an opportunity to get more traffic by helping people find them through YouTube.
After all, YouTube is the world’s 2nd most popular search engine. It’s worth reviewing these tips and the videos on your YouTube channel to make sure they are all up to snuff.
The key to ranking well in search is to help Google and other search engines understand what your content is about. Just as for any piece of content, proper titles and descriptions are important.
You are probably doing everything right. But I’ve come across a few videos lately where the title was, for example, the name of the speaker or a file name like “XYZ video part 3 final”. Even if Google could figure out what they were about, would a customer click on the search result?
Take advantage of the space YouTube provides to write an informative description. Keep in mind that some part of this is likely to be used as the snippet displayed under the title when someone finds the video through search. A good description increases the chance that a person looking for your content will click to view your video.
Finally, include a link to your website, ideally to a page relevant for that video. If someone finds your video interesting, they shouldn’t have to search again to find a way to your pages.
Some interesting YouTube facts:
- It’s a safe bet that, on average, human beings spend one hour per month watching videos on YouTube.
- The number of hours people are watching on YouTube each month goes up 50% year over year.
- According to YouTube’s own statistics, 300 hours of video are uploaded every minute. That’s almost 50 years of video every day!
- Because of fact #3, as the universe approaches its end, all matter will be converted to cat videos stored on a YouTube server. (Not a fact…just a hypothesis.)
Have a quick look at your YouTube channel and pick 3 videos you can improve right now.