The Second Most Important Search Engine…in the world.
As a digital marketer, I spend too much time thinking about how Google is going to respond to my content. Is it optimized correctly? Did I choose the right keywords? The process of SEO optimization becomes almost as daunting as ideating and creating the content that it’s supporting. Although Google is a single player in a field of many – it’s definitely the most important. With over 100 billion searches, it dwarfs the competition. With so many people addicted to the power of Google, how could any other search engine possibly compete? Simple – Google owns it.
YouTube was acquired by Google in 2006, in what appeared to be a content land-grab by the internet giant. Admittedly, they already owned search – now to gobble up the other white space of the web. Not so fast. YouTube has quickly risen to become the second place search engine of the internet . In other words, more people “search” YouTube than Bing or Yahoo. YouTube is larger than Bing, Ask, AOL and Yahoo combined – with one out of every two internet users using the platform, it’s massive.
In my experience, this is where many brands find a learning curve. YouTube isn’t just a repository for their sizzle videos and commercials. It’s a powerful workhorse, that when harnessed correctly produces results for manufacturers and brands. A strategy for optimizing content for YouTube should require no less time or energy than a Google/website optimization strategy. In other words – it’s important.
More often than not, a brand has a hard time “owning” its own search terms on YouTube. User content will dominate the search, sometimes leading to scary results. You’ve put the time, energy and resources into launching a product – only to find “Expert Videos 123” and his review of your new product pops up as the number one video when you search. This isn’t an accident.
Brands need to own their owned search terms on YouTube, in the same way that they need to own their position on Google. Consumers are there, searching for you. It’s your responsibility to deliver with your right foot forward.
Optimizing content for YouTube is something that crosses my desk weekly, and has become a bit of a habit for me. If you’d like to discuss how optimizing your brands content for YouTube can fit into a larger strategy, don’t hesitate to reach out to Primer 180 to get the ball rolling.