Stop Hiding Your Explainer Videos, Let Your Clients Google Them!
Explainer videos are the only medium that can describe your business in an entertaining way to your audience, in around 60 seconds. Creating a great animated explainer video is the very first step towards engaging your audience but the next step is more important: making Google notice your video.
You are ready with your video and now you need to decide how to showcase it. The traditional way is to upload it to your YouTube channel, and embed it on your website. Alternatively, you could embed your video directly in your website and run from your own server or use paid services like Wistia. The method you choose, depends solely upon what your primary objective is.
For branding, go for YouTube
One clear advantage YouTube gives is that, when you upload your video, you can be assured that Google will notice it. It will get indexed and ranked. The downside is that, when your video gets ranked on Google search results, you get traffic to your YouTube channel, and this traffic usually does not convert into website traffic unless you know how to optimize your YouTube videos for maximum traffic to your website.
So, if your primary goal is to create brand awareness and get people talking about your product, YouTube is the way to go. But, if you are looking to drive traffic from your video, back to your website, perhaps the next point is more useful.
For website traffic, host the video on your own server/paid hosting
The biggest advantage of this approach is that, once you get ranked, you are sure that viewers will come to your website through the link. The downside is, it is a bit trickier to get ranked as compared to YouTube. To ensure that your video gets noticed and indexed by google, you need something called a video xml sitemap.
Video XML sitemap
Okay, before we dig further, for all who are using WordPress, you have a pretty easy option to generate and use a video sitemap.
For WordPress websites
Step 1. Generate video XML sitemap
There are two amazing plugins available just for this purpose.
Step 2. Once you generate the sitemap, submit it using your Google Webmasters console.
For individual websites
Step 1. Well, you need a video sitemap in any case. You need to provide the following information for each of your videos in order to generate your XML sitemap for videos:
- URL of the play page – The page you want to show up in search results
- URL for the thumbnail you want to associate with your video
- URL for the raw file location or player location
Step 2. Submit your xml file in your Google webmaster tools console.
This way you could be sure that Google will index your video content and if you have selected tile and written a description carefully, backed with a little research, you can be sure to get ranked in the search results and get all that traffic back to your website.
Below is a sample sitemap code provided by LongTailVideo (creator of JWPlayer), which should be useful and act as a reference to generate your own code :
<urlset xmlns=’http://www.sitemaps.org/schemas/sitemap/0.9′ xmlns:video=’http://www.google.com/schemas/sitemap-video/1.1′>
<video:description><![CDATA[Learn about the features of our dedicated reseller accounts.]]></video:description>
<video:player_loc allow_embed=”yes” autoplay=”autostart=true”>http://content.bitsontherun.com/players/yDtLAunz-ALJ3XQCI.swf</video:player_loc>