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

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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.

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Transcript

  • 1. Upload your video in HD 1
  • 2. Optimize your titles, descriptions and tags for relevant keywords 2
  • 3. Upload a closed caption (transcription) file 3
  • 4. Get as many people to watch, share and link to the video as possible 4
  • 5. The prevailing narrative looks like SEO from 2008
  • 6. #MozCon Phil Nottingham • Distilled YouTube: The Most Important Search Engine You Haven't Optimized For @philnottingham • phil.nottingham@distilled.net
  • 7. YouTube - A Search Engine?
  • 8. This is Google
  • 9. This is probably Bing
  • 10. This is YouTube
  • 11. It’s also designed for conversation and collaboration
  • 12. People don’t (usually) go to the library with purchase intent
  • 13. YouTube is great for… Increasing brand awareness Building conversations around your brand Solving problems for your customers
  • 14. YouTube is not so great for… Sending traffic to your site Driving sales
  • 15. Think of your channels Like a soccer team
  • 16. Don’t build a team of attackers
  • 17. Tim Howard is not judged on his goal scoring ability
  • 18. He may score one occasionally…
  • 19. But he’s great because he can save anything
  • 20. How do people find YouTube videos?
  • 21. Two ways
  • 22. Go looking for them 1
  • 23. Search on Google
  • 24. Search on YouTube
  • 25. You can optimize for this with SEO from 2008
  • 26. Have them suggested 2
  • 27. Recommended links on YouTube
  • 28. Subscription Notifications
  • 29. Social Channels
  • 30. Engagement Begets Engagement
  • 31. If you get this right, you can generate results without “SEO”
  • 32. Subscriptions are the holy grail of YouTube optimisation
  • 33. 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
  • 34. Good idea for a video ! ! ! Good idea for YouTube ≠
  • 35. We’ve made this mistake at Distilled
  • 36. https://www.youtube.com/watch? v=TXoWVW0MIZ0
  • 37. Don’t treat YouTube like a content repository
  • 38. We want to make sure all of our our videos can be found on YouTube The opinion of many a CMO
  • 39. Do your audience want to watch your videos on YouTube? Phil Nottingham 2014
  • 40. A B V
  • 41. Always
 Be
 Valuable
  • 42. You need a coherent channel strategy
  • 43. Channels need to be lean
  • 44. …and mean
  • 45. weed out under performing videos
  • 46. If most views from from Google search or other websites, YouTube may not be the best choice of hosting platform
  • 47. MVC
 (Minimum Viable Conversion)
  • 48. Possible next action after watching a YouTube video Visit another website Share the video Subscribe to the channel Watch another video
  • 49. For YouTube, the MVC is usually ! “watch another video”
  • 50. You want to encourage consumption
  • 51. By developing a channel UVP
  • 52. A framework for creating a winning YouTube channel
  • 53. Home and Hero
  • 54. Home Scalable and easy to produce Evergreen Typically informational Drives consistent, unremarkable engagement
  • 55. Hero
  • 56. Hero Big investment, heavily promoted Campaign focused Promotes a core brand message Drives extreme temporal engagement
  • 57. It’s not about great production
  • 58. It’s about the story
  • 59. Gut reactions are formed in three seconds or less
  • 60. This is incredibly important, because…
  • 61. This is Rob Ousbey
  • 62. He is the arch nemesis of this guy
  • 63. 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
  • 64. Your brand is not what you sell, it’s how you sell it.
  • 65. We are entering the Mad Men era of the internet
  • 66. Content needs to be actively watched and shared to gain traction
  • 67. What works on TV may not work on YouTube
  • 68. We share because we care
  • 69. We share to communicate our identity
  • 70. ! Strong emotions triumph
  • 71. Distilled’s attempt at getting this right
  • 72. https://www.youtube.com/watch? v=KWdMPftzmUU
  • 73. MVC ! ≠ ! Become a Distilled client
  • 74. How can I come up with ideas for great YouTube videos?
  • 75. I recommend total immersion
  • 76. Find out what your audience care about
  • 77. If you have an existing channel…
  • 78. Think laterally about your brand
  • 79. What can you talk about with authority?
  • 80. What separates you from the pack?
  • 81. “love [your brand]” “hate [your brand]” ! “love [your competitor]” “hate [your competitor]” ! “love [category]” “hate [category]”
  • 82. Content marketing: ! It’s not about the product
  • 83. …except when it is about the product….
  • 84. Unless you’re incredibly desirable…
  • 85. …assume brand agnosticism
  • 86. Relevant to your audience >! Relevant to your product
  • 87. If your client/company doesn’t get this….
  • 88. Can I predict whether or not my video will be shareable? Someone in the audience
  • 89. Technical Optimization
  • 90. Optimize for visibility by optimizing retention
  • 91. http://wistia.com/content/ understanding-audience-retention
  • 92. Split retention by traffic source
  • 93. Clicks ! > ! Keywords
  • 94. Test adjustments in titles and thumbnails
  • 95. Traffic Sources à YouTube Suggested Video
  • 96. Multiple channels for multiple audiences
  • 97. Use Playlists liberally
  • 98. Consider Annotations in pre-production
  • 99. For YouTube, the MVC is usually ! “watch another video”
  • 100. Provide a CTA for subscription
  • 101. Promotions
  • 102. This doesn’t happen by magic
  • 103. viralvideochart.unrulymedia.com
  • 104. Test and iterate with paid promotions for all pieces
  • 105. You can get good returns with small budgets
  • 106. Target specific channels and videos
  • 107. https://www.youtube.com/watch? v=KXqp9Izk0yM
  • 108. I am a bit of a troll…
  • 109. I’m a troll
  • 110. 
 Find out which of your competitors have partner status enabled 1
  • 111. Create an ad specifically targeted towards their customers 2
  • 112. Choose to only advertise via TrueView on their channel 3
  • 113. Don’t allow ads on your own channel!
  • 114. You only want partner status if you’re trying to monetize your content
  • 115. The most subscribed to channels on YouTube are not brands

  • 116. You can leverage this…
  • 117. Find outreach prospects with competitor analysis
  • 118. Why should I care? Some cynical person in the audience
  • 119. 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)
  • 120. The No 1. online entertainment destination
 …..by miles.
  • 121. We are about to see the next great flood of money to digital
  • 122. 15 -25 billion dollars could be up for grabs
  • 123. Tomorrow’s biggest brands will be built online
  • 124. online first
  • 125. YOUSP
  • 126. #MozCon Phil Nottingham • Distilled @philnottingham • phil.nottingham@distilled.net
  • 127. EVERYONE TO THE BAR!!!