Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA
However, let me share with you what YouTube makes publicly available with regard to what goes into their algorithm that will give you an insight into how to improve your search engine visibility for your educational attorney videos.
They look at headlines, descriptions, keywords and tags.
They look at geolocation.
They look at the length of your video.
They look to see whether you have an interactive transcript.
They want to see whether you are utilizing captions and spotlight annotations.
They want to see how many back links there are to your attorney videos. In other words, how many people are linking to your videos?
They want to see social interaction including how many times your video is shared.
They want to see whether there are real comments and discussions about the topic directly under your video.
LAWYERS: DON’T GO HERE…
That brings me to a side topic of lawyers who “buy” views just to get people to believe they have a popular video. Keep in mind that YouTube understands how some people game the system by buying robotic or outsourced views.
An attorney video that has 25,000 views after three days with a crappy topic and poorly presented material with no social interaction and no comments is a clear giveaway that somebody’s trying to game the system.
YOUTUBE CHANGES GEARS…
YouTube has also changed their SEO formula recently from rewarding a video’s initial number of views to instead the length of time a video is watched.
They give more credibility and relevancy to videos that are watched throughout the entire clip rather than just the first few seconds. They also look at your YouTube channel to see how frequently you are uploading relevant content. If you are continually feeding the machine on a consistent basis, the expectation is that YouTube will reward your videos as having more authority and relevance than attorneys who upload inconsistently, in fits and spurts.
WHAT CAN YOU DO TO IMPROVE YOUR ATTORNEY VIDEO SEO?
What can you do as an attorney who is using video to maximize the chances that YouTube and other search engines will recognize you have great content?
Ideally, you want to utilize all the different metrics that YouTube looks at in order to improve the chances that your videos will be ranked organically.
THE BOTTOM LINE
The bottom line is that if you consistently put out great educational content for your consumers and ideal clients on a regular frequent basis, and utilize all the tools that YouTube allows you, you’ll be well on your way to having your videos show up consistently when people search for your content and information.
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