Recently I saw a ‘goo-roo’ post a report that suggested a great way to speed up the process of getting your video ranked in Google and Youtube was to get a ton of backlinks and social bookmark links by going to Fiverr and dropping $25 or so on ‘video SEO’ specialists.
Here’s the thing about this strategy: Google hates this kind of behaviour. Matt Cutts of Google was asked about this at the recent SWSX conference. Part of his reply said that sites would be penalized if they:
“throw too many keywords on the page, exchange way too many links, whatever they’re doing to go beyond what a normal person would expect.“
So What Should YOU Do About Building Backlinks To Your Videos?
Given that Google owns YouTube, and given that there’s a pretty good chance that Google’s philosophy extends to Youtube too, the important part of what the guidelines that Matt Cutts is giving out is not to go beyond what a ‘normal’ person would expect to do.
In my view that means NOT doing the following:
- Buying links of any description on Fiverr
- Building multiple links yourself as a deliberate strategy (also see what happened to the paid link network Build My Rank last week).
So What Can Matt Cutt’s “Normal Person” Do To Get Their Video Ranked?
The first and most obvious thing you can do to ensure that you get your video ranked – and something that you never hear spelled out by the so called ‘goo-roos’ – is to make excellent videos. Make the kind of videos that provide solid benefits to the people in your market area. That way they’ll naturally tweet about them, post them on their Facebook walls, mention them on Google Plus and so on.
Those are the kind of links that Google loves – and the kind you want to be getting.
The second thing that you can do is understand about YouTube optimization – writing a keyword rich headline, applying appropriate tags and writing a good description that’s NOT keyword stuffed.
Paul’s Note: A good resource for what you should do with your video headline is this article by my buddy Marcus Sheriden. Marcus is talking about blog posts – but the same principle holds true for Video Titles:
The third thing that you can do is to post links to your video in ‘natural’ places – so tweet about them, post them on Facebook or Linkedin (all of which can be automated from YouTube – so you know it’s ‘safe’). And you can create playlists iwth your Video in.
Fourthly you can embed your video on your blog or website and any Web 2.0 Properties that you have.
And that’s it.
The Reason NOT Having To Build Backlinks Is Liberating
Not having to build backlinks – or outsource it to Fiverr or whatever – is actually liberating. Here’s why: it allows you to concentrate on producing great videos. The combination of great videos with video optimization as suggested by the YouTube Creators Playbook will get you views over time.
And you’ll never have to worry about your links getting de-indexed in the future and disappearing from the search engine results.
As an aside, it’s quite telling that the kind of marketer that tries to game the search engine system by building a ton of back links rarely spends time producing compelling content. Which IMO is self defeating anyway – because what’s the point of getting ranked in the search engines and getting traffic, and then having that traffic click away because your content is poor?
Google is striving to improve their search results….artificially optimized sites or videos are liable to be penalized at some stage in the future.
So instead of focusing on artificially affecting your rankings, focus on producing high quality video content that will attract lots of natural links like tweets, facebook likes, Google Plus 1s and the like. In the long run you’ll see the benefits of highly targetted traffic, higher brand awareness and higher results in the search engines of Google and YouTube.