At this year’s Meet Magento Germany video consultant Jens Neumann and Search Engine Optimization (SEO) expert Patrick Klingberg held an interactive workshop about how to optimize YouTube videos in E-Commerce. This blog post sums up the main take-aways from the workshop that can be implemented by you right away. It is divided into video tips and SEO tips but you will notice that both are highly intertwined.
Before you – as a retailer – produce videos: set clear goals regarding the customer journey and define a strategy on how to reach them. Do you want to increase your brand’s awareness? Do you want to have a better ranking? Or do you want to promote customer loyalty? There are many different possible goals – and you have to decide which ones are relevant to you before producing content. Based on this, you can then define a clear video strategy that contains the right content to achieve your goals. According to the Hero, Hub & Hygiene Framework, we differentiate between three types of video content:
Hygiene content are videos that are constantly relevant to your customer, e.g. FAQ-lists or how-to instructions.
Hub content refers to content that is relevant to the specific interest of your target audience and which should be produced regularly, e.g. episodic videos about a topic from different perspectives.
Hero content are high quality videos that are produced for special occasions and are marketed with a lot of effort, e.g. product launches.
While Hero content is especially suitable to quickly raise awareness, Hub-content should be used to keep your customers interested and Hygiene-content to build trust in the long-term. Your video-strategy should include all three content types but based on your goals, it can focus on one type. Moreover, before producing your videos, you should consider the following three aspects:
Your own brand expertise
Popular keywords and search requests that are relevant to your brand or products
Popular content among your customers
You have now set your goals, defined a strategy and produced your videos? Great! We have a some more tips, which you should consider in order to reach your goals. We advise you to include call to actions into your videos to encourage the viewers to (inter)act. For example, in the last sequence of your video, you can ask the viewers to like or share the video. Or you can recommend subscribing to your company’s channel so that the viewer won’t miss any future videos.3. Create outreach with product-related videos for popular search requests.
As stated above, you should know which keywords and search requests are popular among your customers. If you know what your customers are looking for and which exact term they use in their search, you can use this as an advantage for your videos. First, define the search requests which are both relevant to your products and popular among your audience. Then, create content for those search requests. This will help you to create outreach for your videos.4. Analyze popular videos.
You should regularly analyze your videos and define, which content and type of video are popular among your customers. If you have detected such videos, use their success and produce more similar content.Top 5 YouTube SEO Tips1. Include an informative title.
The title of an YouTube video is the most important ranking factor for the search engine (Google) and equally important to the viewer. Use the title to tell your audience in a few words what they can expect from the video. Based on the title, also YouTube will understand the content better.
Use your main keyword in the beginning of the title.
Describe the content as precise and short as possible. Make the viewers curious.
Include your company or brand name in the end.
If the video belongs to a series of content, include this in the title.
For specific types of video, as tutorials, “how-to” or vlogs, state this in the title.
The title should not be longer than 60 characters.
Don’t use the same title for more than one video.
A rule of thumb:
[main keyword] [describing text with side keywords] [additional information] [brand]2. Use a comprehensive video description.
For YouTube, it’s hard to define the content only based on the video itself. The description is another suitable place to explain the content more specifically to both the user as well as YouTube. Also, you can include your main and side keywords in the description.
Use your main and side keywords in the introduction and the main part of the description.
Don’t overdo the usage of keywords!
The description can have a maximum of 5.000 characters. Use this space to explain the video’s content in detail.
Use the first 100-120 characters for the introduction because this is the part “above the fold” and which will be used for the snippet in Google.
Include a link to your web shop – place it in the introduction to make sure it is visible “above the fold”.
YouTube loves up-to-dateness. And viewers will also have a look at your channel more often if they know that you regularly provide new content. Therefore, you should upload videos as often as you can. Keep in mind, though, that you should upload new videos only if you can still assure a high quality – both in terms of a high image resolution (HD) and content that is relevant to your customers.4. Strive for a high number of views.
The more people watch your video the better because a high number of views signals YouTube a high popularity of the video. One way to increase the number of views is the usage of an interesting title. Another way is the choice of a meaningful thumbnail, which will influence the first impression a user has of your video. Use a picture that makes the viewer curious and encourages him / her to click your video.5. Aim for high engagement.
Engagement, meaning the interaction of users with the video in form of comments, likes and shares, is a very important factor for YouTube to see whether the video is relevant or not. However, you can only influence the engagement of your viewers indirectly. The main premise to increase the engagement is to produce high-quality content. You can optimize your video as much as you want – but if the quality is low, the positive engagement will stay low as well. Another possibility to encourage viewers to interact is the implementation of a call to action, as described above.About the authors Jens Neumann and Patrick Klingberg
Jens Neumann is owner of the full video company playbook360. Before becoming a video consultant, he worked as a producer and manager for various music groups and founded his own production company Jens Neumann Entertainment. Furthermore, Jens Neumann is academic lecturer for Video Marketing at different educational institutions such as the ARD.ZDF media academy.
Patrick Klingberg is Chief Executive Officer (CEO) at artaxo GmbH, a Hamburg-based agency for search engine optimization (SEO) and content marketing. Moreover, he is an academic lecturer and mentor for Online Marketing at different renowned educational institutions such as Hamburg Media School. In 2010, Patrick Klingberg established a SEO traineeship, which today is a prestigious address for further education in SEO.