Online reputation management can come in different forms. You will notice that most of these strategies are revolving around Google and other search engines. But there is one thing many people don’t know, YouTube is the second largest search engine after Google.
It also ranks extremely well in Google, taking up spaces in the SERPs for everything from brand names to rich key terms in the form of a single video and often even a carousel. This means it offers a huge opportunity to take up the front page of the SERPs and showcase a positive result for your brand or term.
Negative videos on YouTube that can have some effect on your online reputation. These videos can easily appear in branded SERPs and this will give your customers and prospective customers the wrong impression, and if you have not optimized your content for YouTube, then anyone searching your name on the platform is going to see negative videos about you or your brand.
How can you deal with the negative videos on YouTube?
Simple, you will have to create positive videos of your own then they will push the negative ones down the results page. So, here are some tips to get you started.
Creating Great YouTube Videos
You will need to start creating your own videos.
1. Don’t try beating the system
You might be tempted to invest time and effort trying to beat the system by bypassing the algorithm so as to rank higher, but what you end up doing is wasting your time. That moment when you think you have it figured out, changes happen and you are back to square one.
You should be focusing on keyword research for your video titles and producing videos consistently. You will be able to see the results you are after if you provide your audience with the right content on a consistent basis.
2. Knowing your audience
It is important to know as much as possible about your audience. What is their age? What words capture their attention? What are their hobbies? What are they after? Where are they from?
This is not hard, but many people overlook it. You should never assume you know what the market wants and needs. You should research it.
3. You should be clear and give your audience a reason to stick around
Try your best to let the viewer know in the first five or ten seconds why they should continue watching. You should show or tell them what they are going to gain from watching the video.
4. Planning ahead pre-production
Quality content doesn’t happen just like that. There is pre-production planning that needs to be done. Some of the things that are a must are;
– Shot list (this will be a list of the different shots you are going to need for the video)
– Storyboard (this is where you draw out simple drawings if there are complex transitions or shots)
– Prop list per scene
– B-roll (this is the additional footage you will need to bring your story to life when it comes to editing)
5. Having energy
People demonstrating energy and passion while on camera tend to hold the attention of the viewer than those who are dull and monotonous. Go and watch some stand-up comedians and see how their energy affects the audience.
Repackaging Content into Videos for More Uploads
One effective strategy you can use in producing more video without spending much is by repackaging your existing content into video. I have been able to do this by making many screenshots and shooting screencast then using voiceover. This has helped me spend little.
A quick tip: engagement on YouTube has an impact on rankings and visibility. Using Gmail filters in dealing with interaction on YouTube is a good idea.
Optimizing YouTube Videos for Reputation Management
1. File name – before uploading a video, you need to properly optimize it, make sure that the file and the title match the video and each word is separated using a hyphen. This is the first bit of optimization.
2. Keywords – Keywords are important because they are used in identifying words that match the video you are searching for. Make sure you include keywords on the title and description of the video.
3. Tags and categories – When in the process of uploading the video, you will be provided the option of uploading the video under a given category related to it and the one it will most likely fall under. Tagging will come in handy when identifying the video from the various categories. If you type something like “SEO Company in Dallas” some of the tags you can use are ‘company’ or ‘Dallas’.
4. Video Title – Your title needs to have about 50 characters and it should be relevant to the keywords that link to your video. This will give you the assurance that the video title is going to show up on the results page. The title needs to be engaging and the video needs to be descriptive to make it easier for people to find it amongst the million other videos you are competing with. With a detailed and compelling description, you have the chance of capturing the attention of the viewers and accumulating clicks. The good thing is that you can update the title over time, and you can add even more keywords.
5. Video Description – You can be liberal with your description because it has to be within 160 characters for it to show up on the results page. You can begin by adding a link to a website before you can add the description. You should add short text at the beginning alongside the large and informative description. You should also remember to add relevant keywords to the description.
7. Annotations – this is a great function you can use to add interactive commentary to your videos. You have the chance of adding a note, speech bubble, a spotlight, a title, or just pause the video. Many business companies don’t use this feature because they don’t see it as being professional, but it is useful for viewers and users. You can use annotations to link to other videos, your playlist, related videos, and even your channel. Using it right will help you with rankings.
How to Get Views for your YouTube Videos
YouTube views count as a ranking factor, which is unlike Google search. The more views you get – and the most recent ones – the higher the video is going to rank. This will go a long way in helping you with your problem because the higher the video ranks, the more the likelihood of people seeing your videos first before reaching the negative videos about you or your brand.
If you want to generate engagement, you will need to start by attracting the attention of the users. One of the most effective ways of grabbing the attention of the users is by using vibrant thumbnails for your videos.
Thumbnails are the small snapshots users will see when they search for the video, and it is very important to choose the right one because it is as important as the title. They provide a preview of the video and this can entice them to click on the video. The brain tends to respond to striking visuals, take full advantage of this.
If you want to create a striking thumbnail, you should think about including a talking head. People tend to be drawn to human faces and this is a subconscious thing, and it is an ingrained survival mechanism that helps in gauging the emotions of a person so we can determine whether they are a friend or a threat. There was a study done by Research Gate showing that Instagram photos that had faces had a 38% more chance of getting a like and 32% more likely to get a comment. If you want to make the thumbnail pop, consider contrasting the colors on the foreground and the background.
Building Links to Rank YouTube Videos
Just like any other reputation management campaign, you will need linking to the videos you want to rank at the top. You can get links to your videos or you can embed the video in other places online. YouTube recognizes embeds as links and they usually have an impact on rankings.
Link building is a little bit tricky and it can end up being a double-edged sword.
If you do this by using the right links, the video is going to rank for whatever keyword you are interested in. If you use the wrong links, the video is going to be seen as spam and it will be removed. It is a good idea to have a small number of links over a long period of time. There are different sources of links, with some being;
– Guest Blogs
– Resource Links
– Web 2.0s (Weebly, WordPress, etc)
– Social Media Shares
You should also remember to any video you upload to your blog!
Getting Positive Ratings and Comments
Another ranking factor YouTube uses when ranking videos are positive reviews and comments you have gotten. YouTube is trying their best to provide the best quality content to their users, so if your video has a high user rating and a lot of comments, you can expect it to rank better. If you want to see great results for your reputation management campaign, you will need to get users watching the videos regularly, commenting and rating. If you have an organization, consider taking advantage of co-workers and employees.
Having a reputation management campaign focusing on YouTube is not that different from Google – it might be even easier. One thing to always keep in mind is that what you are trying to do is getting your videos higher on the results page than the negative videos. If you manage to do this, you will not have a hard time creating a better reputation on YouTube.
You should always try to be consistent with your uploads if you want to build an engaged community and improve rankings. You need to fully commit to creating quality and relevant video content that will be able to improve on the rankings page.
You should reward your audience with videos on a regular basis, even if it means having a content calendar.