More and more dealerships today use inventory videos to help market and sell their products online. Listing those videos on YouTube is one of the most powerful ways to help buyers find your vehicles first.
As shoppers turn first to the web when beginning and narrowing their vehicle search, you want your listings to rank as high as possible on the major search engine pages. As Google remains the search monster, this is where you want your rankings—and by listing your videos on YouTube you almost guarantee that.
This happens because YouTube is owned by Google and the search engines like Google like video content, which means any vehicle listing featuring a video typically will get ranked higher on search page results than will a comparable listing without a video.
This means not only will your listing be more readily spotted by a consumer, but when he or she clicks to the listing the video will help tell your sales story in a more compelling and persuasive manner than will simple still images of the vehicle.
Dealers can shoot and upload inventory videos themselves to YouTube and other online video sites or they can use a service to do this for them. Advantages of such a service is that the provider takes this time-consuming function off the dealer’s shoulders and the automation tools they employ easily populate videos to not only sites like YouTube but more traditional car shopping websites like cars.com and autotrader.com.
Here are a few ways to help you maximize results from your posting of inventory videos to YouTube or other online video sites:
· Tag listings with Search Engine Optimization (SEO)-relevant information so search engines will rank them in their indexes. Google indexes YouTube listings in about four to eight days on average, though services like AutoUpLinkUSA can have them appear within hours.
· Note that index rankings (known as page rank on Google) frequently change how rankings are determined, which can affect the relevancy of a listing. The rules here can be unpredictable. The relevancy rules are affected by a range of factors, such as market, time of year, volume of listings, and others generally not published by search engines. Services that provide discovery and testing of search engine “relevancy” factors can help increase listings’ index rankings.
· Post the same videos to a number of media sites, not just YouTube or just one of the more mainline car-shopping online sites. More listings of the same videos helps the SEO of each listing gain a higher page ranking.
· List your videos on your dealership website and link YouTube and other sites’ listings back to your website as well.
Research shows that shoppers start at a search engine and navigate to other sites or listings from there. It is up to you—either on your own or through a service—to do the legwork to reach buyers where they start looking first for the vehicle they want to shop or buy. If all this gets too complicated for your internal resources, your digital marketing provider will be happy to assist you.
Mike Baker is president of AutoUpLinkUSA powered by AULtec, a leading provider of online vehicle inventory listing and image publishing marketing services. Reach him at [email protected] or www.autouplinkusa.com
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