Feeding Google: How to Use YouTube and Google+ to Outrank Your Competition
At first glance, Google looks like a corporate behemoth, motivated by profiting off our use of the Internet.
But Google’s mission is actually quite altruistic:
to organize the world’s information and make it universally accessible and useful. (view Google’s Mission Statement)
Not bad, right? Makes you feel a little warm and fuzzy inside.
Here’s the reality for those marketers and business owners out there looking to grow their business through organic Google search traffic:
Google organizes the world’s information and makes it universally accessible and useful, especially if we publish that information using Google’s own tools.
How do I know this?
When the sun’s up I’m the Director of Marketing for Independent Insurance Agency and we built the foundation of our content marketing strategy using YouTube and Google Plus. This molotov cocktail of search signal indicators amplified our rankings (I write about exacting what I did here) to the tune of an increase in annual website traffic by 467%.
That web traffic converted into ~$50k in revenue to our business year-over-year.
Suffice it to say I believe in the power of both content marketing and feeding Google.
Google Plays Favorites
I know at times it can feel like social media networks such as YouTube and Google+ are syphoning off traffic that would have otherwise gone to your website. If you’ve properly your YouTube Channel and Google+ profile, each has the potential to outrank your own website/blog for key search terms (especially your own name).
But here’s something I need to make clear about my own beliefs about growing a business online, it doesn’t matter where someone consumes your message, it matters that they do and buy from you.
So I don’t necessarily care if one of my YouTube videos or Google+ posts temporary outrank my website content.
There have been times when a recently published video for my insurance agency will show up three times in search on the very first page within the matter of a few hours.
- Once as a link to YouTube video.
- Once as a link to Google+ post.
- Once as a link to my corresponding blog post.
Your goal cannot be web traffic alone… your goal is attracting attention to your content and brand and ultimately to drive sales.
Using Google’s own tools allows us to dominate search results.
I’ve always been a fan of YouTube.
Where else can you get limitless video hosting and have your content instantly indexed by Google Search?
Additionally, YouTube is the world’s 2nd largest search engine after Google’s own search engine. There are entire segments of the consumer populations looking inside YouTube for answers before search Google.
As Jesse Wojdylo explained in a recent podcast episode, Google+ is the “social layer” of the entire Google enterprise. Meaning Google sees the value in the human interaction that takes place on social media networks as valid authority indicators and is using Google+ to track that human interaction.
So it only makes sense that Google has now connected YouTube and Google+ through YouTube comments. Where YouTube and Google+ were once mutually exclusive platforms, conversations can now transcend either platform to expand our content’s reach to a larger audience.
Making the Google Connection
In a Google dominated world, it’s less important that we drive traffic and engagement to our site alone. By connecting our Google+ account to our website (both as an author and a publisher) and YouTube channel we’ve created our own authority engine capturing search signals from all three web properties and applying it to you!
With the broad adoption of rich snippets (which recently have been scaled back) we’re able to use our messaging across our website, Google+ and YouTube to dominate search results.
Go all the way back to my original statement… it doesn’t matter where someone consumes content, just that they do and have the opportunity to do business with you.
So let Google play their favorites.
Embrace Google’s desire to rank content produced on it’s own platforms.
While your competition is focused on LinkedIn and Facebook, double down on YouTube and Google+. Work in the spaces where you’re rewarded for consistently creating, publishing and spreading amazing content.
It all starts with connecting your Google platforms.
This strategy doesn’t work if Google doesn’t have a connection between YouTube, Google+ and your website.
Do it today.
Thank you and Good luck,
I am Ryan Hanley.
<Ryan Hanley is the founder of Content Warfare, a content marketing agency dedicated to helping marketers and business owners attract, captivate and convert a profitable online audience. Connect on Google+.