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Be a YouTube Star! 10 Tips for YouTube Video Optimization By Gene Skazovski

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Being Found On The World's Second Biggest Search Engine: YouTube. PRESENTATION: Be a YouTube Star! 10 Tips for YouTube Video Optimization - Given by Yevgeniy Skazovski, @gene_SEOMachine, Sr. Director of Demand Generation - Tongal. #SMX #31A

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Be a YouTube Star! 10 Tips for YouTube Video Optimization By Gene Skazovski

  1. 1. #SMX #31A @GENE_SEOMACHINE What marketers should know to be found on YouTube Be a YouTube Star! 10 Tips for YouTube Video Optimization
  2. 2. #SMX #31A @GENE_SEOMACHINE Gene Skazovski | Chief Marketing Strategist | FairSquare Inc. “OMG…!!! OMG…!!! You’ve Got To See THIS…” ! – YouTube – It Is A Wonderland Where Superstars Are Made Everyday.
  3. 3. #SMX #31A @GENE_SEOMACHINE §  More than 1 billion users Worldwide §  2nd most popular search engine §  Localized in 75 countries and available in 61 languages §  Mobile revenue is up 100% YoY §  Over 60% YoY Increase in Watch Time Q2’14 vs. Q2’15 §  70% Increase in How-to Videos YoY Consider this…
  4. 4. #SMX #31A @GENE_SEOMACHINE § ~10% Small Business* § ~72% Millennials § ~82% Teens 14-17 y/o § ~58% Gen X § ~43% Baby Boomers More Cool Statistics http://expandedramblings.com/index.php/youtube-statistics/ Who’s on YouTube
  5. 5. #SMX #31A @GENE_SEOMACHINE Top 100 YouTubers in United States by SB Score http://socialblade.com/youtube/top/country/us YouTube as Brand Platform
  6. 6. #SMX #31A @GENE_SEOMACHINE How-To Be Found In YouTube Wonderland
  7. 7. #SMX #31A @GENE_SEOMACHINE Tactical Optimization
  8. 8. #SMX #31A @GENE_SEOMACHINE §  Like any other page <Title> (70+CTA) §  Use “Official”, “New” or alike to bring more attention to videos or other options such as: §  Capitalize Words In The <Title> §  Don’t be generic! http://onforb.es/SEGzNg by @johnrampton #1 Video Title ! Give It a GOOD Name §  Video §  Amazing §  For More Info Call §  Case Study §  Tutorial §  :60 second video §  DIY §  Tips §  How-To §  Testimonials §  Reviews §  Free
  9. 9. #SMX #31A @GENE_SEOMACHINE §  300 words or more with sprinkled KWDs §  Summarize content of the entire Video §  Emphasize important comments or “quotes” mentioned in the Video §  Link to pages and resources referenced in the video using absolute URLs More Views = More Awareness More Awareness = More Engagement #2 Video Description ! Tell Me More, Tell Me More... #2 #3
  10. 10. #SMX #31A @GENE_SEOMACHINE §  Generously use relevant Tags (up to 20) Suggestions: §  Swap Tags 2-3 p/yr. Advanced Tag Tips https://support.google.com/youtube/answer/146402 #3 Video Tags ! Hey…, This Video is Relevant Too §  Position/Title §  Auto Suggested Tags §  Trending/Popular Topics §  People’s Names in the Video §  Names of Senior Exec’s §  Brand Name §  Competitors Names §  Interest Groups §  Audience Types §  Video Genre §  Geography
  11. 11. #SMX #31A @GENE_SEOMACHINE “Subtitles and closed captions open up your content to a larger audience, including deaf or hard of hearing viewers or those who speak languages besides the one spoken in your video. They also act as metadata that helps your videos show up in more places on YouTube.” Source: https://support.google.com/youtube/answer/2734796 https://www.youtube.com/watch?v=WmTMiWGiP6Y - Rikki Poynter (@rikkipoynter) - https://www.youtube.com/user/rikkipoynter ”YouTubers, you really need to start captioning your videos” #4 Closed Captioning ! It’s More Than 508
  12. 12. #SMX #31A @GENE_SEOMACHINE §  Use Relevant Anchor Text §  Allow Video Embedding (if possible) §  Expand Referring Sources – Share!!! §  Link to video from Facebook, LinkedIn, Twitter and Blogs §  Promote videos through SEM https://support.google.com/youtube/answer/141808 §  Give Credit To Earn Credit #5 Backlink to Videos ! Oh No! Not The Backlinks?
  13. 13. #SMX #31A @GENE_SEOMACHINE §  Create a Non-Boring Content up to 2-3 minutes in length §  Understand your customer’s attention span §  Split your lengthy videos into multi-part videos §  Get to the point quickly, there is no need to keep your viewers in suspense §  Use :29 and :15 second durations for successful video advertising #6 Content Quality ! Yes! It’s That Old Song Again! Source: https://support.google.com/youtube/answer/141805
  14. 14. #SMX #31A @GENE_SEOMACHINE §  Organize Playlists as Content Silos §  Category/Sub-category/Video §  Regularly Refresh Video Playlists Note: Autoplay Helps Boost Visibility of Other Related Videos §  Collaborate on Playlists https://support.google.com/youtube/answer/6109639 #7 Playlists ! Look At What Else I Got…
  15. 15. #SMX #31A @GENE_SEOMACHINE #7 Playlists ! Don’t Be Like This
  16. 16. #SMX #31A @GENE_SEOMACHINE §  Review and Allow Comments §  Respond to Comments §  Create New Content Based on Feedback #8 Natural Content ! Have You Read Your Comments Lately?
  17. 17. #SMX #31A @GENE_SEOMACHINE §  YouTube Sponsored Search §  Pre-roll Video Ads §  Run Video Ads Before Other Videos Begin Playing §  In-Stream Ads Videos* §  Run Video Ads While Another Video Is Viewed §  Use Companion Banners §  Banner Ads & Pop-Up Ads w/CTA §  Use Video Remarketing §  Bid on Competitor Names and Videos §  Run Pre-roll Ads On Competitor Videos §  Run Brand Awareness Campaigns §  Enable In-Video Overlay Ads with CTA Tips for optimizing YouTube Video campaigns: https://support.google.com/youtube/answer/3013684 https://support.google.com/displayspecs/answer/187096 #9 Advertise ! Hello!!! Can Anyone See/Hear You?
  18. 18. #SMX #31A @GENE_SEOMACHINE §  Leave out Contact Details §  No Web Address or Phone Number §  Leave out overlays to resources mentioned in videos §  Leave out Branding from the video #10 Call To Action ! Engage Videos
  19. 19. #SMX #31A @GENE_SEOMACHINE Helpful Resources YouTube Certification https://support.google.com/youtube/topic/6145903 YouTube Help https://support.google.com/youtube#topic=4355266 Search Creator Academy https://creatoracademy.withgoogle.com/page/education https://creatoracademy.withgoogle.com/page/lesson/discovery https://creatoracademy.withgoogle.com/page/course/get-discovered https://creatoracademy.withgoogle.com/page/lesson/captions Video Advertising Exam Study Guide https://support.google.com/partners/answer/6041529 Optimization strategies & best practices for video content on YouTube https://support.google.com/partners/answer/173989 Video Settings https://support.google.com/youtube/topic/4355198 YouTube Statistics https://www.youtube.com/yt/press/statistics.html
  20. 20. #SMX #31A @GENE_SEOMACHINE §  Channel Settings §  Custom/Vanity URL – Y/N §  Playlists – Y/N §  Channels – Y/N §  Subscriptions – Y/N §  Comments – Y/N §  Advertising – Y/N §  Embedding – Y/N §  Integrated with GA – Y/N §  Integrated with AdWords – Y/N §  Branded Logo & Banner – Y/N §  Channel Details §  About Details – Y/N §  Social Connectors – Y/N §  Link to Website – Y/N Quick YouTube Checklist §  Video Settings §  Title – Y/N §  Description – Y/N §  Tags – Y/N §  Close Captioning – Y/N §  Links in Description – Y/N §  Call To Action – Y/N §  Advertising Campaign – Y/N §  Added to Playlist – Y/N §  Private/Public – Y/N §  Enhancement Options §  Call Out Overlays – Y/N §  CTA Ads/Cards – Y/N §  Advanced Settings – Y/N §  Video Enhancements – Y/N
  21. 21. #SMX #31A @GENE_SEOMACHINE THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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