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Social media week london 2011 - video optimisation


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  • 1.
    • Video SEO
    • “ Tweaking for engagement and visibility”
  • 2.
    • Overview
    • YouTube and Google similarities
    • Metadata – Description
    • Title
    • Description
    • Tags
    • Captions
  • 3.
    • Overview
    • Engagement
    • Comments, Likes, Dislikes, Faves & Ratings
    • Watching Habits
    • Related Videos
    • Annotations
    • Description Links
    • Video Responses
  • 4. YouTube Organic Results & Homepage # 1 # 2 # 3 # 4 # 5 # 6 `
  • 5. Google Organic Results #2
  • 6. Driving Views: YouTube Home Page To get on the home page of YouTube you’ll need approx 50k-100k views in the first day ... ... But that is only part of the equation...
  • 7.
    • #smwldn tips
    • Metadata Optimisation
  • 8. YouTube Metadata Optimisation
    • TITLE
      • 100 characters max (65 are visible in search results)
      • Currently has the most weight of any single item for optimisation
      • Represents your video (along with the thumbnail) wherever it appears on YouTube: Search results, related videos, etc.
    • #SMWLDN only tip
      • Make sure:
        • Your core keywords are present
        • You keep your phrases together - proximity is important
        • Ordering doesn’t appear to be much of a factor
        • Using a keyword more than once appears to provide lift
        • Your Titles entice users
      • Add your Titles into the Description
        • An optimised Title will help with optimisation – so use it
        • The first ~ 140 char appear in the search results
          • searched for keywords will be bolded to users and
          • will help draw the searches attention – like in Google results.
  • 9. YouTube Metadata Optimisation
      • 5,000 characters max – make sure you use it!
      • The first 80 characters are displayed by default – take advantage of this
      • Not many people utilise this although it’s a MAJOR factor for optimisation.
          • Lazy?
          • Time Constrainsts?
    • #SMWLDN only tip
      • Two useful ways for utilising the first 80 characters:
        • Add link to drive traffic to your website
        • Use text with special characters to get searchers to view the full description
          • E.g. ---- 
      • Include detailed info, tips, techniques and transcripts – becomes an “info source” can encourage “likes” and favorites which are crucial.
      • SEO Keyword processes are relevant here… e.g. Google Keyword Tool
      • Add links to your other videos
        • YouTube notices which videos drive views to other videos
          • Factor for determining related videos.
  • 10. Metadata Optimisation
    • TAGS
      • 120 characters max
      • Can consist of words or phrases (use quotes for phrasing)
      • Tags are a KEY factor for optimisation
    • #SMWLDN only tip
      • Tag order isn’t currently a factor.
      • Add ALL your targeted keywords.
      • Use phrasing (“ “) for the targeted core keywords
        • And then break them down into single tags
      • Use keyword stems (e.g. bake, baking, baked, bakes)
        • YouTube isn’t reliable for this
      • Don’t duplicate !
      • Don’t use irrelevant tags !
        • Dislikes + low attention span = a buried video
  • 11. Metadata Optimisation Tips
      • Indexed by YouTube and Google and have proven to be a ranking signal
      • SubViewer (*.SUB) and SubRip (*.SRT) formats are fully supported
    • #SMWLDN only tip
      • Write scripts before you record
        • Optimistion will be more natural
        • Keep your keywords in mind
      • Don’t force optimisation into the captions.
        • Mainly for hearing impaired
        • Videos will appear unprofessional if mismatch between spoken word and text on screen
  • 12.
    • #smwldn tips
    • Engagement
  • 13. YouTube Engagement
      • User must be signed into their account
      • Each comment counts as an engagement
        • Even your own !!!
      • Keeps conversations going by
        • Users coming back (which increases views).
      • Remove overly negative comments.
        • Like a garden: if you don’t pull the weeds eventually that’s all you’ll see.
        • These affect all engagement.
      • You want as many “ likes ” as you can get.
      • You want a “like” percentage of 88+% but take it case-by-case with competing videos.
      • A “like” has less impact than a “dislike.” Your video has to work harder to make up for a “dislike”.
      • Negative arguments in the comments may raise the risk of a “ dislike” .
  • 14. YouTube Engagement
      • Essentially a bookmark – and is posted on the their YouTube channel
      • May have more positive impact than a “ like ” (gathering data).
        • Why? The video was so valuable to you that you felt the needed to save it
      • NOTE: losing a favorite may have a negative impact.
      • By adding detailed info in the description increase chance of gaining favorites.
      • Use annotations
        • Remind users they can find more info in the description
        • Recommend they “bookmark” the video in their favorites.
  • 15.
    • #smwldn tips
    • Watching Habits
  • 16. Guiding YouTube Watching Habits
      • The more similar your video metadata is to another video the more likely they may wind up related.
        • HOWEVER
          • Fnd a balance between respecting a video’s topical uniqueness and relating to it.
          • Consider using similar related tags and series-like titling:
            • Tree House: Choosing location
            • Tree Houses: Materials, longevity and security
      • Suggest the next video to watch by using a linked annotation before a video ends.
      • ASK for the “like” – if you don’t you may not get one!
      • Remind the user to check out the description for a video special promotion code, recipe, instructions, more tips, etc., they may bookmark (favorite) the video.
  • 17. Guiding YouTube Watching Habits
      • Link to other related videos you have
      • Use tracking URLs for each link so you can test how effective they are
        • E.g.
      • Feature two of your own videos as responses to a related video of yours that’s getting more views.
      • Keep an eye out for 3rd party popular videos as well.
        • Keep an eye on “new” videos appearing in search results
        • Keep an eye on the most popular, viewed, rated, favourited, videos in your category.
        • Cross promote with another YouTuber exchanging relevant video responses.
  • 18. @LeeSmallwood