Only YouTube videos show up in Google right?
One of the most common misconceptions in the world of video SEO is that if you want your video to be shown in Google, you need to upload it to YouTube.
This just isn’t the case. And this result from our friends at MoneyWeek proves it.
Here we have a video which has been embedded on the MoneyWeek website. Not only is this video coming up in the search results, it’s actually out ranking its YouTube equivalent.
By making sure it’s your own web page that appears, rather than YouTube, you’ll see a lot more targeted traffic heading your way:
- Videos have 41% higher click through rate than plain text results (Econsultancy)
- Using videos on site can increase search engine traffic by 157% (Attivio)
How did MoneyWeek do it?
They used a video sitemap.
A video sitemap is an XML feed which provides Google with information about the videos on your site. By providing Google with things like your video’s title and description it can better understand whether it is an appropriate result for a given search query.
The reason we often see YouTube videos in the search results is simply because Google automatically gets all the information it needs from YouTube meaning it can easily determine whether to show a particular video result.
SEO expert Phil Nottingham of Distilled told us, “YouTube is obviously the biggest video platform on earth. It’s a Google property so Google automatically get all the information from YouTube so YouTube videos will get indexed very very quickly. But, that doesn’t mean that they inherently have preference.”
But, there’s absolutely no reason you can’t provide Google with information about videos embedded on your own site – that’s exactly what a video sitemap is for.
Google then uses the information in your video sitemap to display the information and thumbnail whenever potential clients perform a search relevant to your content.
Does YouTube have a place in business video marketing?
Well, as Harriet Cummings, Copy Editor at Distilled puts it, “YouTube is like the Hotel California of websites – people never leave. It’s too easy to get distracted by all the great pieces of related content, going from one thing to the next until you forget what the heck you were after in the first place.”
If your aim is to increase sales of a particular product YouTube probably isn’t the best environment to put your video in. There’s just too many distractions – ads for other products, related video links – which reduce the likelihood of the viewer clicking through to buy your product.
On the other hand, the YouTube audience is vast. You can use it to raise brand awareness. But, remember that YouTube is a place people go to be entertained – often by hilarious cats – you need to bear this in mind when you post your vide content.
“Rather than thinking is (my video) going to rank better if I put it on YouTube or on my own website you should really think about the users themselves and work out what do you want the users to do.
If its the kind of video that’s there to improve your brand and raise awareness it might be OK for them to go to YouTube and view the video there. But if your video is tied to a specific action like a product video that’s going to help people purchase things on a page then putting it on YouTube is probably not the best option.
The question is do you want users on your site or do you want them on YouTube?”
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