YouTube: The Most Important Search Engine You Haven't Optimized For
Upcoming SlideShare
Loading in...5
×
 

YouTube: The Most Important Search Engine You Haven't Optimized For

on

  • 18,557 views

Phil Nottingham's presentation from MozCon 2014, taking a deep dive into YouTube optimisation.

Phil Nottingham's presentation from MozCon 2014, taking a deep dive into YouTube optimisation.

Statistics

Views

Total Views
18,557
Views on SlideShare
10,014
Embed Views
8,543

Actions

Likes
143
Downloads
481
Comments
1

80 Embeds 8,543

http://moz.com 4719
http://feedly.com 927
https://twitter.com 638
http://feeds.feedburner.com 423
http://authoritylabs.com 377
http://feedreader.com 308
https://www.linkedin.com 163
http://digitaldeepblog.wordpress.com 134
http://www.conseilsmarketing.com 92
http://newsblur.com 77
http://www.promodo.com 69
http://www.feedspot.com 65
http://lonewolflibrarian.wordpress.com 65
http://www.newsblur.com 62
http://digg.com 57
http://www.autodemo.com 35
http://www.inoreader.com 33
http://www.linkedin.com 23
http://www.seoservicesindiaa.com 22
http://reader.aol.com 22
http://realhomemoney.duckdns.org 15
http://www.achievenetsolutions.com 14
http://jeffreypallen.com 12
http://news.google.com 11
http://www.paperblog.fr 11
http://feedproxy.google.com 10
http://www.generationnet.co.uk 10
http://www.upgvideo.com 10
http://irezistibil.net 9
http://www.pinterest.com 8
http://readerrr.com 7
http://plus.url.google.com 7
http://www.pittsburgh-online-marketing.net 6
https://digitaldeepblog.wordpress.com 6
http://traffic.com-partner.biz 5
http://bestseotipstutorials.tumblr.com 5
http://www.magicseoservices.com 5
http://jimmyyoung.flavors.me 4
http://seomoz.club 4
http://127.0.0.1 4
http://internetmarketingcommentary.com 4
https://www.commafeed.com 4
http://feeds2.feedburner.com 3
https://lonewolflibrarian.wordpress.com 3
http://webcache.googleusercontent.com 3
http://tweetedtimes.com 3
http://clixto7.com 3
http://mikehoyles.com 2
http://www.seoserve.in 2
http://www.searchengineoptimizationstore.com 2
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Great deck, many interesting takeaways
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

YouTube: The Most Important Search Engine You Haven't Optimized For YouTube: The Most Important Search Engine You Haven't Optimized For Presentation Transcript

  • Upload your video in HD 1
  • Optimize your titles, descriptions and tags for relevant keywords 2
  • Upload a closed caption (transcription) file 3
  • Get as many people to watch, share and link to the video as possible 4
  • The prevailing narrative looks like SEO from 2008
  • #MozCon Phil Nottingham • Distilled YouTube: The Most Important Search Engine You Haven't Optimized For @philnottingham • phil.nottingham@distilled.net
  • YouTube - A Search Engine?
  • This is Google
  • This is probably Bing
  • This is YouTube
  • It’s also designed for conversation and collaboration
  • People don’t (usually) go to the library with purchase intent
  • YouTube is great for… Increasing brand awareness Building conversations around your brand Solving problems for your customers
  • YouTube is not so great for… Sending traffic to your site Driving sales
  • Think of your channels Like a soccer team
  • Don’t build a team of attackers
  • Tim Howard is not judged on his goal scoring ability
  • He may score one occasionally…
  • But he’s great because he can save anything
  • How do people find YouTube videos?
  • Two ways
  • Go looking for them 1
  • Search on Google
  • Search on YouTube
  • You can optimize for this with SEO from 2008
  • Have them suggested 2
  • Recommended links on YouTube
  • Subscription Notifications
  • Social Channels
  • Engagement Begets Engagement
  • If you get this right, you can generate results without “SEO”
  • Subscriptions are the holy grail of YouTube optimisation
  • Common Approach to YouTube Marketing Pay a creative agency to make it Upload the video to YouTube Have idea for a Video Come up with an idea for a video to promote your business Judge success by number of views Pay for some seeding & advertising
  • Good idea for a video ! ! ! Good idea for YouTube ≠
  • We’ve made this mistake at Distilled
  • https://www.youtube.com/watch? v=TXoWVW0MIZ0
  • Don’t treat YouTube like a content repository
  • We want to make sure all of our our videos can be found on YouTube The opinion of many a CMO
  • Do your audience want to watch your videos on YouTube? Phil Nottingham 2014
  • A B V
  • Always
 Be
 Valuable
  • You need a coherent channel strategy
  • Channels need to be lean
  • …and mean
  • weed out under performing videos
  • If most views from from Google search or other websites, YouTube may not be the best choice of hosting platform
  • MVC
 (Minimum Viable Conversion)
  • Possible next action after watching a YouTube video Visit another website Share the video Subscribe to the channel Watch another video
  • For YouTube, the MVC is usually ! “watch another video”
  • You want to encourage consumption
  • By developing a channel UVP
  • A framework for creating a winning YouTube channel
  • Home and Hero
  • Home Scalable and easy to produce Evergreen Typically informational Drives consistent, unremarkable engagement
  • Hero
  • Hero Big investment, heavily promoted Campaign focused Promotes a core brand message Drives extreme temporal engagement
  • It’s not about great production
  • It’s about the story
  • Gut reactions are formed in three seconds or less
  • This is incredibly important, because…
  • This is Rob Ousbey
  • He is the arch nemesis of this guy
  • Apparently my son insisted on watching this about 10 times consecutively yesterday. He hates pre-roll adverts interrupting his videos, but loved this bit of creative marketing. Conclusion: the attitudes of a one year old are a good proxy for the average internet user. Rob Ousbey, 2013
  • Your brand is not what you sell, it’s how you sell it.
  • We are entering the Mad Men era of the internet
  • Content needs to be actively watched and shared to gain traction
  • What works on TV may not work on YouTube
  • We share because we care
  • We share to communicate our identity
  • ! Strong emotions triumph
  • Distilled’s attempt at getting this right
  • https://www.youtube.com/watch? v=KWdMPftzmUU
  • MVC ! ≠ ! Become a Distilled client
  • How can I come up with ideas for great YouTube videos?
  • I recommend total immersion
  • Find out what your audience care about
  • If you have an existing channel…
  • Think laterally about your brand
  • What can you talk about with authority?
  • What separates you from the pack?
  • “love [your brand]” “hate [your brand]” ! “love [your competitor]” “hate [your competitor]” ! “love [category]” “hate [category]”
  • Content marketing: ! It’s not about the product
  • …except when it is about the product….
  • Unless you’re incredibly desirable…
  • …assume brand agnosticism
  • Relevant to your audience >! Relevant to your product
  • If your client/company doesn’t get this….
  • Can I predict whether or not my video will be shareable? Someone in the audience
  • Technical Optimization
  • Optimize for visibility by optimizing retention
  • http://wistia.com/content/ understanding-audience-retention
  • Split retention by traffic source
  • Clicks ! > ! Keywords
  • Test adjustments in titles and thumbnails
  • Traffic Sources à YouTube Suggested Video
  • Multiple channels for multiple audiences
  • Use Playlists liberally
  • Consider Annotations in pre-production
  • For YouTube, the MVC is usually ! “watch another video”
  • Provide a CTA for subscription
  • Promotions
  • This doesn’t happen by magic
  • viralvideochart.unrulymedia.com
  • Test and iterate with paid promotions for all pieces
  • You can get good returns with small budgets
  • Target specific channels and videos
  • https://www.youtube.com/watch? v=KXqp9Izk0yM
  • I am a bit of a troll…
  • I’m a troll
  • 
 Find out which of your competitors have partner status enabled 1
  • Create an ad specifically targeted towards their customers 2
  • Choose to only advertise via TrueView on their channel 3
  • Don’t allow ads on your own channel!
  • You only want partner status if you’re trying to monetize your content
  • The most subscribed to channels on YouTube are not brands

  • You can leverage this…
  • Find outreach prospects with competitor analysis
  • Why should I care? Some cynical person in the audience
  • 0.00% 47.50% 95.00% 142.50% 190.00% 2010 2011 2012 2013 Traditional TV Online Video Change in time spent watching video (US)
  • The No 1. online entertainment destination
 …..by miles.
  • We are about to see the next great flood of money to digital
  • 15 -25 billion dollars could be up for grabs
  • Tomorrow’s biggest brands will be built online
  • online first
  • YOUSP
  • #MozCon Phil Nottingham • Distilled @philnottingham • phil.nottingham@distilled.net
  • EVERYONE TO THE BAR!!!