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96 August 2015 | beautystorebusiness.com GOOGLE Once you've posted your videos on You- Tube, you'll also want to optimize them for Google so they're easily found, identified and recommended by the search engine. "Google favors sites with relevant, timely content," says Cyndie Shaffstall, founder, Spider Trainers (spidertrainers.com), an online marketing firm. Key tactics for optimizing videos for Google include: • Including directly relevant keywords in the title of your video; summarizing your content in 25-30 characters; using YouTube to add search tags to your video on the YouTube service; using YouTube to add captions to your video for better indexing; linking to related YouTube videos or channels; and asking people to share your video with others. • Checking the Google Web Master Tools website (google.com/webmasters/ tools/) to check on Google's latest rec- ommendations for tagging and coding your video. • Posting your video on YouTube and your website so that the creation gets the most exposure to Google and other search engines. • Posting only one video per page on your website and optimizing that page with keywords and text directly rel- evant to that video. • Encouraging friends, partners and others to embed your video in their news- feeds on Facebook to ensure great exposure and hopefully a flurry of clicks when your video is first posted. Says Jonathan Searle, SEO/SEM consultant with The Pedowitz Group (pedowitzgroup.com), a marketing agency, "[Using] proper tagging is just the first step to having videos and other media properly optimized. Along with verify- ing that your data is correctly marked up with Structured Data tagging, also pay attention to the details. "Does the video offer captions and descriptions? If so, how many languages is it in? Do you currently offer any video intros or outros that offer engagements and calls to action?" Think what you want this video to drive in behavior actions. Other questions to ask yourself: Which demographics are you trying to target? Is your channel or inclusion of the video properly filled out with either Structured Data or descriptions? BUT WAIT, THERE'S MORE Once you've optimized your videos for Google, you'll also be able to continually analyze how your videos are perform- ing with another free tool, YouTube Analytics (support.google.com/youtube/ answer/1714323). YouTube Analytics is a service that offers you a heat map of where your views are coming from. It shows you how people are discovering your videos by revealing the search terms they used to find your videos. Plus, you'll be able to discern the age and gender of your audi- ence, observe how many times viewers rate or comment on your videos and more. The bottom line? Whether you're looking to experiment with Web video for the first time or you're an experi- enced user looking to cut costs while increasing the sophistication of your Web video promotions, YouTube is a free solution that's tough to beat. ■ Joe Dysart is an Internet speaker and business consultant based in Manhattan, New York. He can be reached at joe@ joedysart.com. YouTube's analytics show how people discover your videos.