I love YouTube videos for all things real estate, especially featured listing videos that show details or property features that can't easily be communicated through a description or photos. But I cringe when I see a good video with a terrible description or worse, one that lacks direction on where to get more information, how to contact an agent or even a simple URL to the property. Failure to include basic information is potentially a missed opportunity.
Below is some simple advice on basic optimization for your YouTube videos.
Be sure to include complete, pertinent information (complete street address + zip or subdivision name + city, state, etc…) for the title of the video. Being complete with your titles not only helps the search engines but it's also for your users. It's important to keep in mind that the title for the video is also the bolded/blue title on the search engine results page and this is your opportunity to catch the eye of searchers. This title doesn't have to be super rigid and you can have fun here! Need some direction? Search for something unrelated and see what titles catch your eye. Is the formatting different? Is the title conversational? By all means, please don't copy your competitors, you want to stick out above them, not blend in with them.
In addition to making sure the correct information is in the title..be sure the formatting is pleasing to the eye. Feel free to use punctuation such as hypens (-), pipes (|), etc… to visually separate the details if needed. Be mindful of the length too; adding keywords for the sake of adding keywords can bring more harm than good in most situations, including your YouTube videos.
Make it easy for the searcher to get more information about the topic of the video. Include your most relevant link at the top of the description so it's the first thing people see! Also, to make the link clickable, be sure to include http://
Any important information that didn't make it into the title should go here…this could include the MLS number, other property details, distance to nearby points of interest, etc…
If there's something about the property that makes it special (great school district? well-known architect?) feel free to put it here too.
Be sure to:
Include a call to action such as “Contact [agent name here] for more information or to set up an appointment.”
Include a method to contact you or another agent that could answer questions…an email address and/or cell phone number would be perfect!
Include your branding regardless of whether this is your team name, franchise, etc…
It can be debated how much YouTube keywords help but it definitely would not hurt to add a couple keywords. There's no hard or fast number but between three and seven keywords would be sufficient, and make sure the keywords are highly relevant. Need some direction? Including the neighborhood name, oceanfront, 3 bedroom/2 bathroom, etc… would be a good start.
Don't make your [future] clients work! Make it uber easy for them to get more information or contact you. If you ever get stuck, take step back and think about the scenario from the users' perspective.
Looking for more YouTube tips? Here's a previous blog post on tips + tricks for real estate video and if you're looking for something a little more advanced, here's an article on the basics of using YouTube analytics.