YouTube & SEO


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A social media training webinar created for the Coldwell Banker Florida Moves Group.

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YouTube & SEO

  1. 1. How to Master YouTube!
  2. 2. Why Video?1. YouTube use accounts for 10% of all traffic on the Internet. Simply put, People Like Watching Videos!2. YouTube is the third-most-visited site on the web, with two billion views per day.3. 76% of marketers said they planned to increase use of video and YouTube in the next year.4. Great SEO – Properly optimized Video is 53% more likely to rank on the first page of Google than any other content type.5. Video converts – it expedites the buying decision by 72%6. Consumers who view Video on a website are 64% more likely to become a client/customer.7. 73% of homeowners say they are more likely to choose a Realtor that uses video. Only 12% of Realtors currently use video.
  3. 3. Optimize Your Channel• Choose a keyword rich Channel Name• Upload your profile pic• Write a keyword rich channel description• Add keyword tags• Choose a channel layout (I like “Everything”)• Choose a color scheme to match your branding• Link your website and social media sites• Add Featured Channels
  4. 4. Understand YouTube Search• YouTube is the 2nd most used search engine in the world. 2nd only to Google.• YouTube provides any search 3 different types of content: 1. Videos 2. Channels 3. Playlists• PLAYLISTS can be very powerful for search!!!
  5. 5. Create a Robust YouTube Channel Without Filming a Single Video!
  6. 6. 1. Search for Great Videos!2. Click the “Add To” Button and Add it to your Channel!!3. Create “Playlists” that will catch the attention of your audience 1. City info 2. Hyper local info 3. Marketing info 4. Decorating 5. Home & Garden / DIY / Howdini 6. Real Estate4. Incorporate lots of Videos into your Playlists5. YouTube allows you to embedded entire PlayLists into blogs and websites!
  7. 7. Create Some Videos of Your Own• Ask a question – Then answer it• Do a product review• Tell a story• Interview a client• Interview someone of prominence in your Geographic Sphere• Debunk a myth• Breaking news – must include “real time” delivery• Give a neighborhood tour• Give an historic tour of your town• Tour a point of interest or local attraction• Document a local event• Take viewers behind the scenes of your business• Screen Capture Video – show clients how you do a market analysis or review a typical contract.(Jing/ScreenToaster)
  8. 8. Optimize Your Video for SEO1. Choose a channel name that your audience will relate to.2. Auto play one of your videos. Make it a video that will grab attention. Every time someone lands on your page, that video get’s a view, which helps with SEO.3. Add annotations with calls to action and URLs.4. Add Closed Captions! They are indexed by the Search Engines.5. Use Keywords.6. First research keywords with Google’s Keyword Tool.7. Use keywords in File name8. Use keywords in Title of Video9. Use keywords in Description of Video10. Use keywords in Video Tags11. Put a hot link http://www... At the very top of the description. Sample: Use keywords to tag the “channel” too!13. Add back links to your website and blog.
  9. 9. Understand How YouTube Ranks Search Channel/Video Authority• FULL views of video• Number of Comments• Number of Likes• Video Inventory• Upload frequency/consistency
  10. 10. Promote Your Videos• Follow the 80/20 Rule: 20% of your time/effort should be in making the video, and 80% of your time/effort should be in marketing the video.• Brand your Channel with a custom skin to match your Twitter and Facebook Branding. There should be a synergy between all your social media sites.• You have you let your audience know when you create a new video - post it in multiple spots – Facebook, Twitter, and LinkedIn. Account > Activity Sharing to automate.• Email the video to you email database.• Ask your viewers to Share, Like, and Comment • in your video’s call to action • In your email • In your YouTube description• In a comment you make on your own video
  11. 11. How to Get Channel Subscribers1. Use a call to action! Ask! Simple ask them in the actual video or leave the call to action in your description. Tell them HOW to do it!2. Use Annotations to make your call to action. • Create the annotation directly under the Subscribe button and use and arrow. • Create a “Click to Action” annotation, using the subscribe button w/in the annotation itself. Photo Courtesy of Views simply click the annotation button within your Video to subscribe.3. Exchange “Featured Channels” with another popular channel your audience would like. A Stager, a Loan Officer, etc.4. YouTube is a community – it’s meant to be social. So interact. Like and comment on other’s videos. Subscribe to other channels.5. Add the YouTube “Subscription” widget to your blog and website.
  12. 12. SEO 101 for Real Estate
  13. 13. SEO Basic TermsKEYWORD: This is the word (or words) someone types into a search engine when looking forsomething. What keywords is your target audience are using? When they search for thosekeywords, you want your site to pop up as high as possible on the results list.BACK LINKS: Links back to your site. Links behave like votes for your site. The more votes youhave, the better your rankings will be.SERP: Search Engine Results PageSMO: Social Media OptimizationSEM: Search Engine Marketing (Marketing on 3rd Party sites like Twitter, Facebook, etc.)ALT TAGS: A description of an image. If an image cannot be displayed on a site, the user will seeonly the Alt Tag. Or, If a disabled person visits your website, then their screen reader will use Alttags to describe the layout and content of your website to them.ANCHOR TEXT: Anchor text is the visible characters and words that display a hyperlink whenlinking to another document or URL.
  14. 14. Anatomy of a SERP
  15. 15. Anatomy of a Serp
  16. 16. SERP Facts & Stats•Over 70% of clicks go to organicresults.•75% of people don’t click pastthe first page.•The top 3 results get up to 60%of organic clicks.
  17. 17. Choose Your Keywords1. Use the Google Keyword Tool to find keywords and phrases2. You should have a list of dozens of keywords – any one page can rank for numerous keywords and phrases.3. Think about the words and phrases your audience would use to search.4. High volume keywords aren’t always the best. It’s much harder to rank, and they attract a wider (possibly less affective) audience. Long-tail keywords and geographic combinations usually bring you the most qualified traffic.5. Choose phrases that will drive sales, not traffic!6. Choose keyword phrases that will be easy to create content for.7. Ranking on several long-tail keywords seems to help you achieve higher rankings on the high volume keywords.8. Try using keyword modifiers: 1. How to 2. Solutions 3. Tips 4. Reviews 5. Ways to 6. Best
  18. 18. Additional Keyword Tools1. WordStream Keyword Tool2. Keyword Niche Finder3. Twitter Search4. YouTubes Keyword Tool5. Google Trends
  19. 19. How to Optimize Your Website1. Submit your website to search engine directories. A free tool for this is: Free Web Submission2. Choose a URL that includes keywords3. Use keywords relevant to your business when creating your title tags.4. Every page should have a unique title, keywords, and a meta description that includes keywords and phrases, but does NOT include the page title.5. Create Headings — within the content of the page, put keywords in the section headings.6. Lots of pages with lots of keyword loaded text.7. Create a Google Analytics account and place their tracking code on every page of your website. This is very easy to do in WordPress8. Obtain a free Google Places listing for your business. Include keywords in the Business title. Add photos, videos, and back link to your site.9. Optimize all of your images for the web (72 dpi) and have ‘alt’ attributes with your keywords.10. Add a Facebook Like button and Facebook, Google+ and Twitter SHARE buttons to all of your web pages.11. Incorporate your blog into your website.12. If you use Wordpress, there are a few fabulous plugins: 1. All in One SEO 2. Platinum SEO 3. SEO by Yoast
  20. 20. How to Optimize Your Meta Descriptions1. Keep your meta description to 150 characters or less. Any longer, and some search engines will cut off part of it.2. Keep it front-loaded with good keywords to give readers a sense of what theyll find on the page.3. Each meta description on your site should be unique. The goal of the meta description is to set the searchers expectations about what can be found on that page.4. Your meta description should not include the page title. Use the meta description to elaborate on the titile.5. Keywords searched for are still bolder in the SERP, drawing attention to your entry and not others.
  21. 21. How to Optimize Your Website Photos1. Include keywords in the file name (before uploading). The search engines cannot “see” photos, so they rely on the file name.2. Use Alt Tags - The file name will help Google to categorize the image, but Alt tags are even more useful. Create a description of the image that includes keywords.3. Use a descriptive title for every image, and add keywords if you can do so in a natural manner.4. Use Watermarks on your own images - If you allow people to re-use your images, and have watermarks on them, then each person that re-posts your images is essentially giving you free advertising.
  22. 22. Use Anchor Text & Linking1. Search engines index Anchor Text, and with each instance a word or phrase shows up in an anchor text, it improves your ranking for that word or phrase.2. Google’s algorithm gives a VIP priority to anchor text.3. So use anchor text and link back to your own site/pages.4. Linking to other high ranking sites can also boost your own ranking.
  23. 23. Optimize Your Blog1. Integrate a blog into your website – they should both sit on the same URL.2. Use keywords in your blog title and body. Keywords in titles are worth more to Google than those in the body.3. Use keywords in post tags and categories as well.4. Use keywords in the FILE name and description of all photos/images you use.5. The Search Engines like TEXT, so write often, using keywords.6. Google likes Formatting – headings, bullet points, lists, bolded text.7. Google likes fresh content – blog about hot topics8. Use lots of Outbound links. Links to your own posts, and links to other sites.9. Use lots of backlinks (Inbound)10. Google loves location information, so always include that in your posts.
  24. 24. Back Links 1011. Remember, back links behave like votes for your site. The more votes you have, the better your rankings will be.2. Make sure all your social media sites include a link back to your site.3. Use a variety of sources which your backlinks come from. This means creating backlinks from videos, audio, pdfs, powerpoint presentations etc.4. A VERY good and popular way to get more back links is through social bookmarking websites such as Bookmark every page of your site on Digg, Delicious, StumbleUpon, Diigo, Reddit etc. (ask your friend to exchange back links with you – you bookmark their site pages, and they bookmark yours!)5. Blog Commenting is wonderful for back links. Visit popular blogs (the higher ranking the site, the more powerful the back link is) that your audience would be interested in.6. Search engines value the relevance of the link highly. Links from unrelated sites don’t hurt you, but they don’t help nearly as much as links from a relevant site.7. Answer questions on "Yahoo! Answers" and other "answer sites".
  25. 25. Optimize Social Media Sites SEO and Social Media have steadily been moving closer together and becoming more related. But Community should always come before SEO.1. A recent study by HubSpot shows that LinkedIn is the best social network for boosting search engine results! (study compared LinkedIn, Facebook, and Twitter)2. Use strong keywords and phrases in your bio – on Twitter, your ‘bio’ is actually the meta description for your Page, making it an incredibly important aspect of SEO.3. Use to shorten links – it creates permanent 301 redirects to your content, meaning that your original url benefits from the SEO juice, and not just the url itself. (double down!) But hide them on Facebook!4. Use Keywords and Phrases in your status updates.5. Add links to your website/blog in numerous places within your bio and information.6. Photos - Use relevant keywords in the photo name and description text.7. Google will index the first 27-40 characters of a post as the title tag – so use keywords in the first 27-40 characters of your posts.8. Claim your Authorship!
  26. 26. Measure & Refine I recommend Google Analytics1. Check your Search Engine Rankings2. Compare Conversions & Search Engine Rankings – are you ranking high, but bringing the wrong audience to your site?3. Has your traffic increased? Always a good sign!4. Check Bounce Rate - Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. High bounce rate generally indicates that site entrance pages arent relevant to your visitors.5. Know where your traffic is coming from. Check referring sites & search engines.6. Track the success of your keywords and phrases. Which ones are sending are traffic? Which ones aren’t working? There may be some you aren’t even working at – look for new trends!
  27. 27. Summary of 6 Basic SEO Steps1. Do a complete keyword research for your website.2. Enhance the overall Website Performance and Structure.3. Define the content strategy and optimize it.4. Make a strategy for Link Building.5. Attract traffic from Social Networking websites.6. Measure the results and refine your SEO strategy
  28. 28. Marci James Twitter: @Obeo & @MarciJames Training Center:
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