Presenter Jon Ritzdorf is Moravia’s Solutions Architect and a global SEO expert. He also teaches translation technologies and localization fundamentals at New York University, the Monterey Institute of International Studies, and the University of Chicago. In his webinar, “Steps to Effective Global SEO: Off-Page Factors,” Jon discussed the challenges of multilingual content management for brands working in global markets with an eye to best practices that improve site ranking.
When it comes to video sharing, YouTube is extremely dominant. We posted about the data last year: YouTube has more than one billion unique visitors each month. Corporate brands have successfully capitalized on the platform. And the power and influence of video marketing, generally not just with YouTube, continues to skyrocket on the web and via mobile.
But can your business rely on the success of YouTube in foreign markets as an off-page SEO tactic?
YouTube Dominates, But …
People usually only want to participate in so many social networks — they are either tired of maintaining their accounts on too many networks or they want some walls between them. For example, Facebook is what I use for my personal network but for work I use LinkedIn. Most people are not going to maintain, necessarily, a Facebook account plus a Google+ account, plus this account, plus that account. Even in China people maintain a QZone account but they’re not going to maintain their Renren account atop that. It’s just too much for most people.
With videos, however, people will go pretty much anywhere to find what they want and they’re not really that picky about the platform. They’ll find videos wherever they can. While YouTube is no doubt the dominant force worldwide for video, again, Asia likes to show us a lot of exceptions.
Asia’s Video Sharing Alternatives
Like Facebook and Twitter, YouTube is blocked by Chinese censors. So their main video sharing platform is called Youku. It is China’s number one video sharing site and number fourteen of all the sites in China.
If we look to other parts of East Asia where they love to watch video even more so than we do here in the United States, YouTube is number one. But there are strong competitors in the number two slot. In Japan, for example, Niconico is number two and, as the twelfth most popular site in Japan, is also extremely popular. It’s like a Japanese humor site for humorous videos. So, a lot of people go there. Korea, as well. Their number two video site is Daum TV and it is number ten overall in the Korean market.
Do More Than YouTube
So, what does this really mean for you? It means that if you are marketing on YouTube right now, that’s great — you have probably already got some worldwide exposure in terms of your videos. Obviously, you would want to subtitle your videos or do voiceover for them for international markets. You will also want to customize your video tags for those local markets to be able to make sure people can find your videos.
If you want to really market your videos to the extreme degree in some of the Asian countries, however, it would be really good to make sure those videos are not just distributed on YouTube. Instead, make sure they are distributed on other video sharing platforms as well, including Niconico or Daum TV if you’re targeting Japan and Korea. And, obviously, in China, without the YouTube option, you are going to have to put your videos onto Youko.
So, that was video sharing for multilingual off-page SEO. I’ll come back to talk about microblogging, and if Twitter and Weibo deliver off-page SEO value for global brands.