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Leveraging YouTube for Online Marketing Success
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Leveraging YouTube for Online Marketing Success


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There is no doubt that videos are huge –YouTube is the second largest search engine in the world, with over 1 billion unique visitors every month. And video is not just popular as a form of …

There is no doubt that videos are huge –YouTube is the second largest search engine in the world, with over 1 billion unique visitors every month. And video is not just popular as a form of entertainment, but as a content marketing tactic. MarketingProfs reports that 81% of senior marketing executives use online video content in their marketing programs. In addition, your chances of getting not only a page one ranking in Google, but also inbound links, increase with the inclusion of video.

During this webinar, Search Mojo’s Tad Miller and Blaine Anderson will show you how you can get the most from your video content by leveraging everything YouTube has to offer, and make sure they can be found in search.

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  • 2. SEARCH-MOJO.COM@searchmojo #mojowebinar Tad Miller, Vice President of Accounts, Search Mojo Follow on Twitter: @jstatad Blaine Anderson, Jr. Account Manager, Search Mojo Follow on Twitter: @BlaineAAnderson
  • 3. SEARCH-MOJO.COM@searchmojo #mojowebinar • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  • 4. SEARCH-MOJO.COM@searchmojo #mojowebinar
  • 5. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 6. SEARCH-MOJO.COM@searchmojo #mojowebinar • “800 million people visit YouTube worldwide every month.” – DoubleClick AdPlanner • Connect YouTube channel with AdWords account
  • 7. SEARCH-MOJO.COM@searchmojo #mojowebinar • No conversions on YouTube • Use video ads for: – Supplementing your product/service – “First-notice” – Top-of-mind YouTube Conversion
  • 8. SEARCH-MOJO.COM@searchmojo #mojowebinar • Key Metrics – Views • People who watch your ad – Follow-On Views • People who watch your ad, then watch more videos from your channel – Follow-On Subscribes • People who watch your ad, then subscribe to your channel – Website Clicks • People who watch your ad, then click through to your website
  • 9. SEARCH-MOJO.COM@searchmojo #mojowebinar • Key Metrics – Views – Follow-On Views – Follow-On Subscribes – Website Clicks
  • 10. SEARCH-MOJO.COM@searchmojo #mojowebinar • Website Clicks – Link in descriptions – Call-to-Action overlay
  • 11. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 12. SEARCH-MOJO.COM@searchmojo #mojowebinar • In-stream – Plays before a selected video – “Bait” – Website Clicks – Branding & Awareness
  • 13. SEARCH-MOJO.COM@searchmojo #mojowebinar • In-Display – On top of suggested videos – Don’t know you, but interested in what you offer
  • 14. SEARCH-MOJO.COM@searchmojo #mojowebinar • In-Search – Ads show in YouTube search results – When people are searching for you & what you offer
  • 15. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 16. SEARCH-MOJO.COM@searchmojo #mojowebinar • New Remarketing List Options – Subscribers – Unsubscribers – Viewed certain videos – Viewed your channel page – Etc.
  • 17. SEARCH-MOJO.COM@searchmojo #mojowebinar • Remarket to… – Your YouTube viewers with YouTube ads • Can be used for… – A series of consecutive videos – “Call-to-Action” videos Watch Video 1 See Video 2 (YouTube Ad) Remarketing List
  • 18. SEARCH-MOJO.COM@searchmojo #mojowebinar • Remarket to… – Your website visitors with YouTube ads • Can be used for… – Demonstrating product usage – Top-of-mind awareness Website Visitor YouTube AdRemarketing List
  • 19. SEARCH-MOJO.COM@searchmojo #mojowebinar • Remarket to… – Your YouTube viewers with AdWords ads • Can be used for… – Initiating conversion path – Top-of-mind awareness YouTube Viewer AdWords AdsRemarketing List
  • 21. SEARCH-MOJO.COM@searchmojo #mojowebinar • If Google were to elaborate on how user engagement with websites impacts its ranking Algorithm “Black Hats” would likely artificially automate site traffic to “game it”
  • 22. SEARCH-MOJO.COM@searchmojo #mojowebinar • Getting eyes to the page is important • Keeping them on the page is more important
  • 23. SEARCH-MOJO.COM@searchmojo #mojowebinar • When visitors click through from search results and immediately go back to those search results to find something better Customers will stay an average of 2 minutes longer on your site if it contains video (Comscore)
  • 24. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google and Bing can get you found but your website has to deliver the results with customers to succeed
  • 25. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google isn’t the same as it was in 2009, but a 2009 Forester study found that Videos were 53% more likely to have top 10 rankings than text pages • Pages with videos on them are 3 times more likely to attract inbound links from other sites Moz
  • 26. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google’s Universal Search results favor informational videos that answer informational search queries aimClear: Video in Google & Bing Universal SERPs
  • 27. SEARCH-MOJO.COM@searchmojo #mojowebinar • Make your video “Informational” by using the right words in Titles, Tags & Descriptions – “How To” – “What Is” – “Comparison” – “Vs.” – “Reviews”
  • 28. SEARCH-MOJO.COM@searchmojo #mojowebinar • You can have your cake and eat it too. Put videos on your site and YouTube Channel • YouTube videos are embeddable on your website • Conversion actions are on your website. Not on YouTube. – Try to keep your video traffic in your conversion funnel
  • 29. SEARCH-MOJO.COM@searchmojo #mojowebinar • Use an XML Video Site Map • Mark up your embedded YouTube videos with Rich Snippets – Video Schema Markup – Facebook Open Graph Tags
  • 30. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google’s Search Robots aren’t really smart enough to know that you have videos on your web pages • You have to clue them in with a video site map
  • 31. SEARCH-MOJO.COM@searchmojo #mojowebinar
  • 32. SEARCH-MOJO.COM@searchmojo #mojowebinar • They aren’t going to take your word for it with the XML Video Sitemap • You need to “Mark Up” your YouTube Video with Rich Text • We use: – Video Schema Markup – Facebook Open Graph Tags
  • 33. SEARCH-MOJO.COM@searchmojo #mojowebinar • For straight video embeds we like to use Video Schema Markup – its favored by Google/Bing
  • 34. SEARCH-MOJO.COM@searchmojo #mojowebinar • We have had difficulty getting Video Schema to work when YouTube videos are played in a pop-up or overlay
  • 35. SEARCH-MOJO.COM@searchmojo #mojowebinar • Our workaround for video overlays or pop-ups are Facebook Open Graph Video Tags
  • 36. SEARCH-MOJO.COM@searchmojo #mojowebinar • When you successfully do both the XML Video Site Map and the on-page markup you are eligible to get video thumbnails in Search Engine Results Pages • Search results with video thumbnails have a 41% better click through rate than text search results RankAbove Study
  • 37. SEARCH-MOJO.COM@searchmojo #mojowebinar Timeframe Organic Search Traffic Pages Ranked in Top 10 30 days 335% 5/10 80 days 889% 9/10 • Before and after traffic results for implementing an XML video site map and Video Schema Markup on pages that already had videos on them are pretty significant positive changes
  • 38. SEARCH-MOJO.COM@searchmojo #mojowebinar Breaking Down the Buy-In Barrier for B2B Content Marketing October 10, 2013 2:00 p.m. ET Register today at Kari Rippetoe Content Marketing Manager Search Mojo
  • 39. SEARCH-MOJO.COM@searchmojo #mojowebinar Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116
  • 40. SEARCH-MOJO.COM@searchmojo #mojowebinar Tad Miller Google+: +Tad Miller Twitter: @jstatad Google+: +Search Mojo Twitter: @SearchMojo Facebook: Blaine Anderson Google+: +Blaine Anderson Twitter: @BlaineAAnderson