After all that keyword research you’ve done, then finding out the competition, you’re ready to start creating videos optimized for each keyword phrase. Getting your well-researched videos to rank on Google is going to be easy - right?
Maybe - but maybe not. Prepare to be very frustrated if you think your research stops there. You could be missing a key step in your keyword research. Before wasting time on video creation, you need to be absolutely sure you can rank for your chosen keyword phrase.
How do you do this?
In order to tell if it’s going to be possible to rank your video for a particular phrase, you need to check manually. Copy and paste one of your researched keyword phrases into Google. Any video listings in the search results? If there aren’t, you should forget trying to rank a video for that phrase, it may never happen.
Here’s an example for you. When this article was written, the phrase “tea tree oil uses” had no video results for its keyword search. Google chose not to show any video results for this keyword on page 1, despite the fact that there are hundreds of videos listed in the “Videos” tab for this keyword.
When you come across a keyword like this, you have two choices: either forget about it, or try to play around with it a bit. Add or take away words to the keyword phrase to see if any videos appear.
Understanding why Google ranks some videos, but not others…
Consider Google’s perspective. They only want to display a video in the search results if it is going to be useful to the searcher. To continue the above example, after adding the word “directions” to the phrase, (so it would be: “tea tree oil uses directions”) videos appeared in the search results.
If there were less competition for that phrase, it would be a good candidate for a keyword-optimized video.
Optimizing for your keyword phrase
Videos themselves can also give clues at other good keywords to rank for.
After typing in “tea tree oil uses directions”, videos appeared at the bottom of the page in Google. The search results featured videos that were unrelated to my keyword, such as “Soap Making Instructions - Tea Tree Oil Soap.”
I then tried searching for “tea tree oil soap instructions.” Much better - videos were ranking at position number 2 instead of the bottom of the page. Therefore, this is a much better phrase to create a keyword-optimized video for.
If you’re worried about getting search engine traffic to your videos, this technique will help you focus on only the most worthwhile keywords.
It may add an extra step to your keyword research, but the initial efforts will pay off in the long run, and avoid frustration.
Alex Murry also writes about local search marketing.
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