I recently watched a video on the WIRED YouTube channel about Swindon’s ‘magic roundabout’. Although I’ve not driven on that, I have been on Hemel Hempstead’s ‘magic roundabout’ which is similar. What I remember about that experience was that it was possible to get exit the roundabout via different ways; the animation shows how there are two ways to get from A to B:
This prompted me to think about how we search for things on the Internet. People are not all the same and we each get to what we’re looking for, our destination, in different ways. Three methods I use are, in no particular order:
- a Google search, choosing one of the results from that search (which could be an advert, a link from the map if that appears in the results, or one of the many website links)
- a Google search, refining the search by choosing from Shopping, Images, News, Maps, Videos, Books or Flights
- a YouTube search, exclusively for video
I find that I’m using video searches more frequently nowadays than I used to. One of the reasons for this is that I believe that videos build trust and credibility. A video backs up what people claim on their websites.
However, just like websites need Search Engine Optimisation to increase their chances of being found in search results, videos should also be optimised in order to increase their chances of being found.
I experimented with optimisation on a video I created for GemPort Jewellery in Birmingham’s Jewellery Quarter. Using the Keyword Planner I optimised the video for keyphrases with 100-1K Avg. monthly searches and High competition. Here are the results of one such search:
My mobile search results show the video appears third in a Google Video search and second in a YouTube search (after adverts in both cases).
Google has written a lot about a new consumer behaviour called “micro-moments” (“I-want-to-know”, “I-want-to-go”, “I-want-to-do”, “I-want-to-buy”) and says that many consumers are choosing video to carry out these micro-moments. According to Google, increasingly they’re happening on YouTube.
In the “I-want-to-buy” moment, “consumers have already researched, compared, and prepared, and they’re finally ready to put dollars behind their decision”. A Google Consumer Survey found that “18-34 year olds say YouTube is the best place to learn about a product or service that interests them”.
If you create video content and optimise the videos for search engines such as YouTube then that should improve their visibility which, as well as driving more traffic to your website, could also facilitate these micro-moments.