How can medical websites, private hospitals and clinics build their YouTube channel? Here at Healthcare SEO, we focus on organic search engine traffic like Google and Bing but did you know that YouTube is actually the second largest search engine?
It’s for this reason that private hospitals, clinics and medical sites may want to leverage the video platform. Especially given that just a few small adjustments can have a big impact on results. That’s because YouTube is actually quite straightforward and nowhere near as complex as the Google algorithm.
1. Push publish and push hard!
YouTube videos that perform best in the first 24 hours often rank really high straight away and continue to do so on an ongoing basis.
How can private clinics leverage this? When publishing a video, make sure you send a notification to your mailing list straight away, if you’re using push notifications, use these too.
Now normally you’ll want to send users to your website and have the video on there in order to maximise traffic to your site. However, in the first 24 hours after publishing a blog you want to send visitors to the YouTube video instead. That traffic sends a signal to YouTube that this video is current, it’s exciting and interesting.
2. Get Comments and Engagement
Comments and engagement are stronger signals to YouTube than just clicking the “like” button.
How can private hospitals and clinics leverage this? Simple, ask questions!
Let’s say I’m creating a video about a new consultant or specialist that has just joined your team.
It’s always good to add a nice friendly introduction video. This gives viewers and site visitors a feeling of affinity and connection even before they’ve met you.
Let’s assume they’re a dermatologist. Perhaps you could ask a question such as “What do you do to care for your skin?” Or something which addresses a key concern or symptom like “What treatments have you tried for psoriasis? Did they help? Leave a comment below and let us know what happened. Did it improve? Did it get worse?”
These are good examples of questions to ask that get the engagement. Asking questions and getting engagement helps your videos to go viral.
3. Short and Sweet
Just because you’re able to post videos of any length on YouTube doesn’t mean you should create an epic Lord of the Rings saga. Remember: the shorter your videos, the more people will watch to the end.
Again, this “completion rate” is another signal that users are engaged with the content. As a result, YouTube will extend the reach of your video and suggest it to others who may be interested.
Generally as a rule of thumb, most medical clinics and Healthcare businesses should be posting content in the 2-5 minute range. Anything longer than that and you risk losing viewers’ attention.
When you search YouTube for something, you’ll note that several videos show up in the results.
So how do users choose? They look at the information available:
- The title or headline. Is it relevant, factual and engaging?
- The length. Do they actually have time to watch it?
- The thumbnail. This is the picture next to the video image and often the most attention grabbing aspect.
So make sure your thumbnails are engaging and relevant.
That’s pretty much it! With these solid foundations in place your private hospital or clinic will be growing it’s YouTube subscribers in no time.