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



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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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 •
  • 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
  • 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
  • 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
  • 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
  • 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
  • Test and iterate with paid promotions for all pieces
  • You can get good returns with small budgets
  • Target specific channels and videos
  • 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
 … 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
  • #MozCon Phil Nottingham • Distilled @philnottingham •