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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
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
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
#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
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
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”
YouTube: The Most Important Search Engine You Haven't Optimized For
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
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
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
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
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
YouTube: The Most Important Search Engine You Haven't Optimized For
Home
Scalable and easy to produce
Evergreen
Typically informational
Drives consistent, unremarkable
engagement
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
Hero
Hero
Big investment, heavily promoted
Campaign focused
Promotes a core brand message
Drives extreme temporal engagement
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
It’s not about great production
It’s about the story
YouTube: The Most Important Search Engine You Haven't Optimized For
Gut reactions are formed in three
seconds or less
This is incredibly important,
because…
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
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
YouTube: The Most Important Search Engine You Haven't Optimized For
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
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
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
YouTube: The Most Important Search Engine You Haven't Optimized For
How can I come up with ideas for
great YouTube videos?
I recommend total immersion
Find out what your audience
care about
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
If you have an existing
channel…
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
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….
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
Unless you’re incredibly desirable…
…assume brand agnosticism
Relevant to your audience
>!
Relevant to your product
If your client/company
doesn’t get this….
YouTube: The Most Important Search Engine You Haven't Optimized For
Can I predict whether or not my
video will be shareable?
Someone in the audience
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
Technical Optimization
Optimize for visibility by optimizing
retention
http://wistia.com/content/
understanding-audience-retention
YouTube: The Most Important Search Engine You Haven't Optimized For
Split retention by traffic source
Clicks
!
>
!
Keywords
YouTube: The Most Important Search Engine You Haven't Optimized For
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”
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
Provide a CTA for subscription
Promotions
This doesn’t happen by magic
viralvideochart.unrulymedia.com
YouTube: The Most Important Search Engine You Haven't Optimized For
Test and iterate with paid promotions
for all pieces
You can get good returns with small budgets
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
Target specific channels and
videos
https://www.youtube.com/watch?
v=KXqp9Izk0yM
I am a bit of a troll…
I’m a troll
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For


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…
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
Find outreach prospects with
competitor analysis
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
Why should I care?
Some cynical person in the audience
YouTube: The Most Important Search Engine You Haven't Optimized For
YouTube: The Most Important Search Engine You Haven't Optimized For
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
YouTube: The Most Important Search Engine You Haven't Optimized For
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!!!

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