In recent weeks, the internet marketing/SEO world has started to emphasize the use of YouTube playlists more and more. Much like you can take all forms of various songs and pieces of music and customize your own playlists, YouTube gives you the right to make your own playlists and share them publicly on your YouTube channel.
So how does this help your website and, ultimately, generate additional new business for you above and beyond traditional SEO efforts? Great question!
There are several benefits to doing this IF you have intelligent balancing between optimizing your YouTube videos and giving the playlist viewer (including the search engines as a “viewer”) some form of legitimate “value”. The value can be relevance, education, entertainment or a combination of all 3. There are several benefits to be gained once you have that balance including:
- Your specific videos have increased odds of ranking in the search engines (and within YouTube) for the specific phrases you want plus related ones (called “LSI”)
- The same could apply to the playlist if optimized properly
- The playlists pass along a quality, dofollow link to your website from a site Google obviously trusts (i.e. YouTube… since it owns YouTube!); and this could translate to increased search engine authority
- Your website could get direct traffic from the playlist and/or the specific videos if you have properly-formatted links which can be clicked to your desired landing pages
- If your specific videos don’t get shared then perhaps the playlist might be shared since it could be adding more “value” than individual videos alone
- Several other benefits, including getting “social proof” by including a very helpful (authoritative) video to confirm your other videos inside the playlist. This can help influence a viewer to take direct action or at least share your playlist with others
Here are some examples of using playlists from DFW businesses and others across the country:
- Curtis is an attorney in Dallas who focuses on nursing home abuse cases and related situations. His YouTube playlist is embedded on each county-specific and city-specific page he has created in order to help convert first-time visitors to call him. Here is his playlist, which is a four-part video series of him answering questions related to the difficult topic of nursing home abuse:
- Larry is an optometrist in Lakewood. He created a playlist of high-authority videos on the various brands of designer eyeglasses and eyeglass frames he carries at his location. The thing is…. none of the videos in this playlist (as of this posting) feature any of his practice’s videos! All of the videos are from the official YouTube channels of the actual brands or high-quality media featuring those brands. He was able to optimize the playlist for a Dallas keyword, and that playlist has a quality link to his website plus his office’s phone number.
What If You Don’t Have A Playlist?
No problem! They are easy and free to create.
Let’s go through an example of what some businesses should do with their YouTube videos and channels:
- Tony runs two concrete businesses in DFW. One is for regular and decorative concrete work, and the other is for concrete saw cutting and gravel/sand delivery. Regarding the first one, he has several videos. If he wants to make playlists then he can break them down into each main keyword that he wants, and then he can optimize each one for his desired Dallas Fort Worth communities. For example, in order to boost his decorative concrete side of the business he could:
- Add a link to his website and include his phone number in the playlist settings
- Also in the playlist settings he could add the specific services (and any related phrases) plus list each DFW town in which he wants to gain more exposure through YouTube and possibly Google
- Add all of his videos which are relevant to the desired keyword
- In order to be more than just “self serving”, he also can add videos from non-competing YouTube channel owners such as local media mentioning the decorative concrete trends in North Texas, videos from any sort of national decorative concrete trade/industry association, etc.
- Once he saves the playlist he gets a new, unique URL (link). He then can build backlinks to that URL, include it in his e-mail signature file, share the playlist URL on his social media, and he even can buy low-cost (geo-targeted) traffic to the playlist
- He can pay to have the playlist embedded or shared on 3rd party web properties for SEO and direct traffic purposes
- Of course, he can embed the playlist on relevant pages on his website as well. This should help with conversion rates (phone calls or e-mails) as well as keeping visitors on his site longer; and the latter helps to reduce “bounce rate” which, in turn, can help with his organic SEO rankings
- Dr. Khayal could do the same thing with his chiropractic technology videos, except he also can send these to his prospective patients who may not necessarily understand all of the machines at his chiropractic office. After they come in for an initial consultation, the playlist could be sent to them to give reassurance about their odds being good of reducing pain. Some of these prospective patients even may help him further by sharing the playlist with their friends & family members
- Even an attorney outside of the area could benefit from this as well. For example, Heather could compile her separate YouTube videos along with relevant videos from the State bar or even other attorneys in order to give credence to her legal approach. She then could share the optimized playlist (with her website and phone number) through her Google Plus page. This way a Google-owned property (Google Plus) is promoting another Google-owned property (YouTube playlist) which has authoritative information and can boost the value in the search engines of both properties. Think of this co-sharing as an “upward spiral” or the opposite of a “downward spiral”.
- Jim runs a retailing business for high-end audio engineering equipment used in sound studios and advanced media production facilities. He already has playlists (here) but he can improve them by:
- adding his phone number
- adding his website
- adding more of his videos blended with authoritative videos from the actual manufacturers’ YouTube channels
- share the playlists
- embed the playlists on 3rd party blogs and social properties that he doesn’t control
- build quality links to the newly optimized playlists
Here is one of his playlists for a specific brand:
What Else Can Be Done For No Cost?
Additionally, you can do the following no-cost actions:
- optimize each video’s title, description, tags and advanced settings for the videos you control
- include tags from popular videos and/or competitors in order to increase the odds of appearing as related videos next to their videos on YouTube
- include a link and phone number on each video you control
- leave positive comments on authoritative videos AND channels within YouTube — done to build authority back to your channel
- optimize your channel’s About page (up to the character limits permitted)
- include all of the best links possible to your website and other social media and favorable review URL’s
- verify your YouTube channel
- build subscribers to your channel
- get favorable likes (thumbs up), comments and video responses on your channel
- send out occasional messages on your channel page as updates (much like a blog or social media account)
- get your friends and customers to watch your videos and playlists to organically grow the view counts
- a few more techniques — contact us for more ideas
Again, will all of this guarantee that you get more business? No. Doing all of this, however, increases the chances of your gaining new business because your competition likely isn’t doing even half of the items listed on this page. This doesn’t even include leveraging other outlets for your YouTube videos or playlists like:
- including them, when permitted, in online press releases
- paying to have your playlist shared through local outreach distribution centers such as chamber of commerce weekly/monthly e-mail newsletters
- blending your playlists and specific YouTube videos inside customized Google My Maps (yet another Google-owned property which you can manipulate)
- adding geo-tagged thumbnail images if you want to attract business from specific towns
- modifying the video transcripts
- adding annotations to other videos (or your playlists) plus external links
- buying traffic from within YouTube to your playlist, such as paying to be on the same page as your competitors’ videos
- much more
As you can tell, there is a ton that can be done with YouTube videos and playlists. Hopefully you find this short discussion beneficial. Be sure to contact us if you have any questions.