I’ve been having a lot of success leveraging YouTube to boost the relevance of landing pages for a specific keyword. It’s a simple process and here’s how it goes:
- Create a landing page that has your keyword in the URL, hyphen separated. This helps bots to view the words differently and therefore acknowledge your relevance to the phrase you’re targeting. For this example, I’m going to use http://www.addresstwo.com/small-business-crm/
- Create a video that you will embed on this landing page. From an SEO standpoint, the video’s content doesn’t matter at all because we all know bots can’t crawl video. But, from a human perspective, make sure the video is indeed relevant. After all, this is the page that we’re going to be driving traffic to.
- Upload the Video to YouTube and use your keyword or phrase as the title of the video. For example, my video is titled, “Small Business CRM”
- Finally, insert your hyperlink (http:// included) in the description of the video.
When YouTube publishes this video, any string found that matches the pattern of a URL, beginning with HTTP, is automatically hyperlinked to that URL. This is where the landing page’s URL itself is important because you’re not able to manipulate the anchor text yourself, YouTube simply hyperlinks the address. So, having your key term in the URL ensures that the anchor text contains your target keyword. For example, see the hyperlinked URL on this YouTube video page.
But isn’t this a no-follow link? Of course it is. The anchor tag that YouTube wraps on your URL will be given an attribute of rel=”no-follow”. Guess what: who cares! Despite what the w3 standard says a no-follow tag is supposed to mean, historic data has demonstrated for me time and time again that these supposedly unfollowed links help boost relevance of the target URL. Albeit less effective than an in-post link, it’s effective.
Moreover, the H1 tag on this page, the title, contains your key term. So, you have a page that is relevant to your key term linking to your landing page via anchor text stuffed with your key term. It’s easy!
Last, but not least, embedding this video on the landing page where it’s now linked to is an important final step. This embedded video tells Google’s bot that the content of the page is indeed relevant to the key term desired. Why? Because the title of the embedded video contains the key term this page is targeting. Whereas other embedded flash objects are not crawled, I have every confidence that a Google bot recognizes the YouTube object and factors the title of the video into its algorithm.