Dfw Sem Youtube Only Final 100621022726 Phpapp02

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Dfw Sem Youtube Only Final 100621022726 Phpapp02

  1. 1. ONLINE VIDEO STUFF Oh Yeah, and YouTube SEO and Marketing Mark Robertson - ReelSEO.com
  2. 2. Why Online Video? 30,317,131,000 * Vs.15,500,000,000 Search Queries ** *U.S. Comscore Video Metrix - Videos Viewed – April 2010 | ** ComScore Core Search Report – April 2010
  3. 3. Search Drives Video Traffic % of category % ∆ in share of % of category % ∆ in share of traffic from traffic from traffic from traffic from Category search engines search engines Google Google 4/09 4/08-7/09 4/09 4/08 – 4/09 Health & Medical 46.29% 1% 33.88% 10% Travel 36.82% 8% 27.91% 20% Shopping & Classifieds 24.04% -5% 17.28% 4% News & Media 21.35% -2% 15.48% 6% Entertainment 26.51% 11% 18.78% 24% Business & Finance 20.91% 16% 15.01% 29% Sports 14.93% 20% 10.88% 30% Online Video** 36.04% 25% 27.24% 39% Social Networking** 17.73% 6% 11.87% 18% All figures are based on U.S. data from the Hitwise sample of 10 million Internet users – 4/09. **Denotes a custom category Source: Hitwise, an Experian company
  4. 4. Why YouTube? 13,087,462,000 ** 3,705,000,000 ** *U.S. Comscore Video Metrix - Videos Viewed – April 2010 | ** ComScore Core Search Report – April 2010
  5. 5. Why YouTube? YouTube is the most popular video platform for video engagement in the blogosphere with 81.9% of total embedded and linked videos; followed by Vimeo (8.8%), Daily Motion (4%) and MySpace (1.1%). **Sysomos.com YouTube Report
  6. 6. YouTube Fun Facts • 2 Billion video views/day = 23,000 videos/second • 24 hours uploaded/min = 2X audience of all 3 major U.S. TV networks combined • More video is uploaded to YT in 60 days than the traditional TV networks created in 60 years • Average length of a YouTube video is 4 min 12 sec ** • Popular countries for YouTube within blogs are U.S., Brazil, Spain, U.K. and Canada.** • In the U.S., most engaged bloggers with video live in CA, NY, TX, PA & FL** YouTube is Profitable? • Monetizing (mostly through Google Ads) >1Billion video views per week *Comscore April Online Video Metrix | **Sysomos.com YouTube Report
  7. 7. YouTube Marketing and Optimization Quality content SEO Audience Basics
  8. 8. Focus on Quality and Engagement Not TV Advertising - Lean Back vs. Lean Forward "It's got to be 30 sec?" • My answer is, tell the story first – Shorter is almost always sweeter – Focus on first 15 sec Telling a story: • Engage customers • Educate customers • Point of differentiation • Entertain customers http://www.youtube.com/user/Blendtec • Be different Sales increased 700%, 5X the company's old record • Write with keyword in mind (if applicable)
  9. 9. Success = More than Keywords & Text YouTube Ranking Factors – Title – Description – Tags – Views & frequency – Likes, dislikes – Playlist additions – Flagging – Shares – Comments – Age of video – Video Responses – Subscribers – Favorites – Embeds & inbound links
  10. 10. YouTube Ranking Factors – Holistic Effort More Possible YouTube Ranking Factors • Social Media Activity & Buzz • Blogs • Degree & frequency of community • News/Press/Press Release interaction • Crowd Sourcing – Influencers & Media • Playlists • YouTube Partner Program • Flagging • Close Captioning/transcriptions • Honors • Insight/Trends/Analytics indicators • Bulletins • Authority Channel (Ex: BMW) • Google & YouTube searches • Channel Views • Social Bookmarking
  11. 11. Uploading to YouTube Recommendations for Uploading to YouTube – Take advantage of HD • HD – quality, multiple options • 16:9 Aspect Ratio Recommended (4:3) letterboxed • Resolution – HD = 1280x720 or 1080p – Else = 640x360 (16:9), 480x360 (4:3) • Mp4 file format • .h264 video compression • AAC or MP3 audio compression • Frames per second: 30 • Maximum length: 10:59 (recommend 2-3 minutes) • Maximum file size: 2 GB
  12. 12. Tips for Uploading to YouTube Titles are important • Trade-off = Search keywords vs. enticing titles Maximize descriptive text • Leverage descriptions liberally (5000 characters) • Leverage tags – optimize & de-optimize (no spam) • Important keywords first in titles, descriptions & tags Enable interaction • Embedding and sharing • Commenting and rating Consider manually uploading or API • More characters available for titles, descriptions, tags vs. uploading tools • Geo-tagging, CC, Annotations, etc… • To take advantage of YouTube, you really should be an active community member anyway
  13. 13. Engage the Audience & Drive Interaction Add URLs to descriptions • Track with tiny URLs Leverage annotations • Drive viewers to other videos Engage the community • Subscribe to relevant users • Add video responses when appropriate • Encourage linking and embedding Don’t Ignore your Channel • Channel URLs followed • Site URL followed
  14. 14. YouTube Marketing - Think outside YouTube • It’s more than YouTube now. • Competitive keywords require additional effort OUTSIDE of YouTube
  15. 15. Promote and Promote Again • Distribute via most popular YouTube channel available to you • Leverage social sharing functionalities • Post to your blog • Crowd source -Target/Use Key Influences • Spread the word internally – Encourage your company to help seed/spread the word
  16. 16. Track, Measure and Learn!
  17. 17. YOUTUBE CONVERSION TIPS Driving YouTube viewers back to you
  18. 18. Video Conversion - Driving Viewers Home How can you drive interested YouTube viewers back to your website? 1) URL in Description 2) In-Video Calls to Action - Must include http:// - Use URL shortener – tracking, nofollow - Teasers, Coupons, Promo codes, Call tracking #’s, Unique URLs, Etc…
  19. 19. Driving Video Views – YouTube Promote YouTube Promoted Videos • Pay Per Click/View • Keyword bidding • Drives video views
  20. 20. Video Conversion - Driving Viewers Home WHAT YOU MAY NOT KNOW • Bonus = Free call to action overlay • Auto-play on channel = more views • Starts at $0.01 CPC • Cost per click off-site? $0.00 • What you don’t know? – Overlay is yours regardless = FREE
  21. 21. EXTRA YOUTUBE OPTIMIZATION TIP
  22. 22. Closed Captions & Speech Recognition • Apr. 2007 - Google 411 “Whether or not free-411 is a profitable business unto itself is yet to be seen... The reason we really did it is because we need to build a great speech-to-text model … that we can use for all kinds of different things, including video search.” - Google’s Marissa Mayer • Sept. 2008 – GAudio launches • Nov. 2009 - Google Rolls out automated YouTube closed captions (limited) • Mar. 2010 – Automated captioning for all videos (Beta – English only)
  23. 23. Example Search – “DFWSEM”
  24. 24. What You Didn’t Know • YouTube & Google Index CC • CC/Subtitles don’t require audio • Can help with longtail searches • Weight = ?? Not much yet
  25. 25. Why Closed Captions? • Accessibility for hearing impaired • Global Reach - Translations
  26. 26. How to Create YouTube Closed Captions • Create and upload .SRT file • Did you create a script? – Upload as a transcript – Google automates temporal matching • Use Google’s machine transcription – Download –> fix –> re-upload • Web-based tools & services – DotSub – CaptionTube – Subtitle Horse – SubPly – 3PlayMedia
  27. 27. YOUTUBE Tricks|Customize The Embed Code • Turn off Title & Ratings – &showinfo=0 • Turn off Search – &showsearch=0 • Turn on Related Videos – &rel=1 • Want a custom player? – Use Chrome-less Player (YouTube API) • More - http://www.reelseo.com/youtube-embed-hacks/
  28. 28. Please Visit ReelSEO = Video Marketing News, Trends, Tips… Thank You Mark R. Robertson, Founder www.reelseo.com @reelseo Facebook.com/reelseo

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