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You tube optimisation with ted Presentation Transcript

  • 1. YouTube Lessons from TEDYouTube optimisation withTEDby Mike Jeffs
  • 2. YouTube Lessons from TEDWho is TED?TED is the latest creation fromFamily Guy mastermind SethMacfarlane.But this isnt a slide deck about howfunny he is, although he IS hilarious!
  • 3. YouTube Lessons from TEDWhy TED?Ive been interested in the film since I first saw the trailer andIve also been intrigued as to the marketing in the build up tothe films release.I’ve been following this channel:http://www.youtube.com/TedIsReal
  • 4. YouTube Lessons from TEDYouTube optimisationTED epitomises the type of content that I like to see on YouTube andundoubtedly what many of the other 800 million YouTube users want tosee.First of all the content is amusing. Take a look through the YouTubekeyword tool and youll see that virtually all the search volumes aredominated by videos with a focus on entertaining. Youll also notice thatkeywords where perhaps there is a lot of search volume in adwords isalmost non existent for YouTube.Businesses take note: that long sought after viral video isnt going to beachieved by merely creating something that you feel is funny. Do yourresearch and find out if it is worthwhile investing in the video to reachyour target audience. Is the audience commercially relevant?
  • 5. YouTube Lessons from TEDYouTube titlesTitles on YouTube are the equivalent of title tags for a webpage.Your video title should be descriptive and as natural as possible but should alsoinclude key terms that people will look for. To find a rough idea of what people aresearching for use the YouTube Keyword Tool.
  • 6. YouTube Lessons from TEDYouTube titlesThe image below shows that the main things searched for are the trailers and thethunder buddy song, so TED should be clearly labelling these on hischannel, because that’s what people are searching for.
  • 7. YouTube Lessons from TEDYouTube titlesYou’ll notice that Ted’s video doesn’t make the optimum use of the keyword tool, it’seffectively missing out on 60,600 searches by not using “ted official trailer” within it’svideo title.
  • 8. YouTube Lessons from TEDYouTube descriptionsSimilar to titles, descriptions on YouTube helpalgorithms understand the relevance of yourvideo.Optimising your titles and descriptions meansyour video will stand more chance ofappearing for related searches.It’s best practice to add a link to the mostrelevant page on your website (highlighted inred here) as well as a detailed paragraphabout what the content is. The description isanother place to include your relevantkeywords.
  • 9. YouTube Lessons from TEDTED could do better…Notice that the videos don’t make use of the tags featureof YouTube:Tags are a good way of including keywords that perhapscouldn’t fit in your title, but are related to your content.Examples for Ted could be ‘Seth Macfarlane’, ‘MarkWahlberg’, ‘Mila Kunis’ or ‘Family Guy’.
  • 10. YouTube Lessons from TEDYouTube playlistsPlaylists are great on YouTube, they arereally useful for grouping your contenttogether and making it easy for people toview your clips, trailers or promo vids.Playlists appear in search listings onYouTube too and can be optimised in asimilar way to individual videos, playlistswill also show up in regular Googlesearch results.
  • 11. YouTube Lessons from TEDYouTube playlistsGrouping videos together is abetter way of aggregating trafficbetween your content, the numberof views is a major ranking factoron YouTube so enhancinginterlinking your content viaplaylists should help to increasethe visibility and therefore views ofall your video content.When watching a video from aplaylist, other videos from thesame playlist should appear in therelated videos column:
  • 12. YouTube Lessons from TEDFurther readingKiss Metrics - http://blog.kissmetrics.com/youtube-channel-optimization/Search Engine Watch - http://searchenginewatch.com/article/2064431/YouTube-Keyword-Tool-and-Video-Optimization-TechniquesRead the post version of these slides:http://mikejeffs.co.uk/2012/07/31/things-to-learn-from-ted-about-youtube-optimisation/
  • 13. YouTube Lessons from TED@mikerjeffsmikejeffs.co.ukQuestions?