It’s not all about traffic. It’s about conversions. But it’s hard to get conversions if you don’t have the traffic, and while Google is one of the best potential sources for traffic, Google has other search engines besides web search that people use all the time, and it will not hurt to rank in them too.
Conversions are the goal. Visibility is the strategy. Unfortunately, like most strategies, they take effort and paying attention to detail. The web may be taking a huge turn toward social, but search isn’t going anywhere. You need to be found where people are looking.
1. Ranking in YouTube
As you may or may not be aware, YouTube is the 2nd largest search engine behind Google. Those businesses using online video are going to want to maximize their YouTube efforts by employing some easy strategies to gain more visibility.
A few tips mentioned a while back at SMX West include:
– An accurate and descriptive title
– Make sure your description is just that – descriptive. It should be accurate and unique, and use complete sentences.
– Descriptive keyword tags
– Avoid keyword stuffing
It’s best not to overlook the social element of YouTube as well. Active participation on the social level will contribute to your views. And let’s also not overlook the fact that YouTube can actually help you rank in Google itself. Other tips discussed at SMX were:
– Use Keyword Rich Descriptions and Tags
– Include the word “Video” in your titles because people do search for it.
– Use a link for the very first thing in your descriptions.
– Make sure and utilize your thumbnails. YouTube pulls these from the 1/4, 1/2 and 3/4 marks. Make them count.
– Encourage participation by enabling everything.
– use meta data
– use captions and subtitles
– use watermarks
– use Google Maps integration
2. Ranking in Google Image Search
Dev Basu at Search Engine Journal has a great post up about leveraging rich media for SEO. He talks about video, presentations, and other things, but he also gives some good tips for images. He notes that one in five searches are image searches, and that alt tags and file name optimization are key. He says, “Other tips to double dip in image SEO include”:
– Add images to your Google Local Business profile
– Enable Google Image Labeler in your Google Webmaster Tools account.
– Add images to local business citation sources.
– Add images to blog posts or news articles for syndication in Google news.
The following clip has a lot more useful information about Google Image Search:
3. Ranking in Google News
Covering a recent Search Engine Strategies session, Virginia Nussey with Bruce Clay notes, “News page views are up to trillions monthly.” More and more people are getting their news online. That’s why the newspaper industry is struggling. I don’t have the hard numbers, but I’m willing to bet a significant amount of people are getting news from Google News. She pulled away these things to keep in mind for Google News: