Video SEO: Optimizing YouTube Videos

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Inside tips from a pioneer in online video and YouTube marketing and promotion. Tips on YouTube video search optimization (seo), paid promoted video promotion and driving conversions.

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Video SEO: Optimizing YouTube Videos

  1. 1. jeff_mar(n   jmar(n@touchstorm.com  Video SEO:Optimizing YouTube©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential.
  2. 2. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  What We DoWe produce and distribute video. Online. As earned medianot paid advertising. So, the videos show up center of thepage, not over in the margins with the advertising.We deliver TV-like reach, engaged audiences, andmeasurable conversion.©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 2
  3. 3. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  Who We Do It For©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 3
  4. 4. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  Where We Put It©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 4
  5. 5. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  Us on YouTubeo  We’re known as HowdiniGuruo  We’ve gained 90,000 subscriberso  We’ve gained 150MM views and currently avg ~7MM a montho  comScore ranked in the top 10% of all YouTube partners©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 5
  6. 6. DFWSEM - Video SEO – Why YouTube? jeff_mar(n   H w We D It©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 6
  7. 7. DFWSEM - Video SEO – Why YouTube? jeff_mar(n   Why YouTube?©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 7
  8. 8. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  Why YouTube?1.  Reach: DoubleClick reports YouTube as the #2 most visited website behind Facebook with 800mm monthly unique visitors.2.  Mobile/Connected: is having a significant impact on video views on YouTube o  YouTube generated 600mm mobile views in May 2012 o  Mobile views tripled in 2011 alone©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 8
  9. 9. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  Why YouTube?3.  On-site Exposure: o  YouTube is a social network. However, unlike Facebook and Twitter you dont need to build an audience before you can derive real value from it. Videos can start collecting views and engagement soon after upload through:   Related video listings on similar videos   YouTube search©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 9
  10. 10. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  Why YouTube?4.  Off-site Exposure: Social o  Video is social by nature   YouTube videos are the most shared content on Facebook   500 years of YouTube videos are watched ever day on Facebook   30 million users click to YouTube from Facebook monthly compared to 24 million who click to news sources and blogs combined   700 YouTube videos are shared on Twitter every minute©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 10
  11. 11. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  Why YouTube?4.  Off-site Exposure: Search©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 11
  12. 12. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 12
  13. 13. DFWSEM - Video SEO – Why YouTube? jeff_mar(n   Google  Universal  Video  SERP  Pla4orm  Alloca8on   Other   14%   Dailymo(on   1%   Metacafe   1%   Google   1%   YouTube   83%   Source:  aimClear  Study  at  SMX  East  2011  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 13
  14. 14. DFWSEM - Video SEO – Why YouTube? jeff_mar(n   Bing  Blended  Video  SERP  Pla4orm  Alloca8on   Other   MSN   9%   2%   Dailymo(on   1%   Metacafe   1%   YouTube   87%   Source:  aimClear  Study  at  SMX  East  2011  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 14
  15. 15. DFWSEM - Video SEO – Why YouTube? jeff_mar(n   Frequency  of  Query  Deserving  Video  (QDV)  by  Intent   100%   84%   80%   60%   40%   20%   18%   0%   12%   Informa(onal   Naviga(onal  Source:  aimClear  Study  at  SMX  East  2011   Transac(onal   ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 15
  16. 16. DFWSEM - Video SEO – Why YouTube? jeff_mar(n  YouTube Videos can thrive outside of informational queries:o  [payday loans chicago]o  [payday loans dallas]o  [payday loans houston]o  [mesothelioma lawyer chicago]o  [mesothelioma lawyer dallas]o  [mesothelioma lawyer san antonio]©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 16
  17. 17. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n   YouTube Tactics: SEO©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 17
  18. 18. DFWSEM - Video SEO – YouTube TacticsSEO for YouTube directly affects three of the largest regularsources of views:o  Related video watchingo  YouTube search resultso  Google/Bing blended results©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 18
  19. 19. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  1.  Keyword Research – Where Not To Go©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 19
  20. 20. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  1.  Keyword Research – Where Not To Go Keyword  sugges(ons    for:   “leash  train  a  puppy”  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 20
  21. 21. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  2.  Standard Keyword Research Tools Aren’t Enough o  Need to understand that user search habits are different around video than typical organic queries o  Need to look at real-world data to pre-qualify keywords o  Need to discover QDV keyword opportunities for Google/ Bing (Query Deserves Video) o  Need competitive intel to judge opportunities©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 21
  22. 22. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  2.  Standard Keyword Research Tools Aren’t EnoughNeed: Understand that user search habits are differentaround video than typical organic queries.How: Look at YouTube suggest vs. Google suggest.©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 22
  23. 23. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 23
  24. 24. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  2.  Standard Keyword Research Tools Aren’t EnoughNeed: Ability to look at real-world data to pre-qualifykeywords specifically for video searches.How: Look at YouTube Insight snapshot data for videosalready ranking for keywords you are considering.©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 24
  25. 25. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 25
  26. 26. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 26
  27. 27. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 27
  28. 28. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  2.  Standard Keyword Research Tools Aren’t EnoughNeed: To discover QDV keyword opportunities for Google/Bing (Query Deserves Video).How: Review SERPs for QDV listings.©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 28
  29. 29. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 29
  30. 30. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  2.  Standard Keyword Research Tools Aren’t EnoughNeed: Obtain and review competitive intel to judgeopportunities.How: Review search results metrics as well as the YouTubeInsight snapshot engagement factors.©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 30
  31. 31. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n   What  to  look  at/for:     o  Specific  op(miza(on  of  the   keyword  phrase  in  (tle  and   snippet   o  Age  of  videos  –  older  videos   with  lots  of  views  and   engagement  can  make  it   tough  but  when  older  videos   with  few  views  are  mixed  in   that  can  indicate  opportunity  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 31
  32. 32. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n   Engagement  ranking  factors  to   look  at:   o  Total  #  of  likes  and  dislikes   compared  to  views   o  Like  ra(o:     likes  /  (likes  +  dislikes)   o  #  of  favorites   o  #  of  comments  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 32
  33. 33. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  2.  Standard Keyword Research Tools Aren’t Enough When done you will have: o  Beefed up your keyword research with YouTube data o  Found QDV opportunities o  Gauged the competitive landscape o  Estimated potential views©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 33
  34. 34. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  3.  Page Optimization Best Practices o  Title & description: Same SEO principles apply that you’d use on your site o  Tags: Use words and phrases listed in order of importance o  Ex: puppy leash training train how “how to leash train a puppy” “leash train a puppy” “train a puppy” dog tips teach howdini©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 34
  35. 35. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n   YouTube Tactics: Leveraging The Platform©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 35
  36. 36. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  1.  Series Playlistso  Adds an extra related videos “slot” on your video pageso  Displays a listing of videos inside the playlisto  Automatically pushes viewers through your contento  Can rank in searches and be included in related suggestions on video pages©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 36
  37. 37. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 37
  38. 38. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 38
  39. 39. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 39
  40. 40. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  2.  Annotationso  Good tactic to encourage users to take a variety of actionso  Can link to most places within YouTube: videos, channels, playlists, subscription areas, etc.o  Can be displayed as text or encompass an area you want to highlight within the video©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 40
  41. 41. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 41
  42. 42. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 42
  43. 43. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  3.  Video Responseso  Can be posted to 3rd party videos to leverage their visibilityo  Can be used on your video pages to surround your content with more options to keep a user engaged longero  Seen as a signal of engagement (like comments)©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 43
  44. 44. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 44
  45. 45. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  4.  Activity Feeds: Driven by Engagemento  Your activities (uploading, commenting, favoriting, rating, making playlists, etc.) can be picked up and included on the home pages of your YouTube subscriberso  Bulletins are the only way outside of a video to directly communicate with your subscriber base collectively©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 45
  46. 46. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 46
  47. 47. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  5.  Promote with TrueView Adso  There are a variety of ad types and targeting methods to choose fromo  Paid and organic activities are not divided. All views and engagement derived from paid promotion counts towards organic visibilityo  Costs can be very low compared to paid search©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 47
  48. 48. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n   TrueView  in-­‐Search   These  ads  run  on-­‐top  of   and  along  the  right  side   of  YouTube  &  Google   video  search  results.   TrueView  in-­‐Display   These  ads  run  on  video   pages  to  the  right  of  the   player  and  can  appear   inside  the  player.  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 48
  49. 49. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n   TrueView  in-­‐Stream   These  ads  run  as  skip-­‐ able  pre-­‐roll.  You  Pay   when  users  click  or   watches  15-­‐30sec  of  ad.   TrueView  in-­‐Slate   User  chooses  which   video  to  watch  from  a   selec(on.  You  pay  when   a  user  clicks  your  ad.  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 49
  50. 50. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  5.  Promote with TrueView Adso  Targeting methods:   Keywords (both for search and content targeting)   Topic   Interest   Re-marketing lists©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 50
  51. 51. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  5.  Conversionso  Incentivize your videos to drive user actiono  Use call-to-action overlays to drive back to your siteo  Use links in the description©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 51
  52. 52. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 52
  53. 53. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  ©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 53
  54. 54. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n   Recap©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 54
  55. 55. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  Why YouTube?o  800mm uniques a montho  Strong mobile penetration with 600mm mobile views in Mayo  Strong Facebook sharing with 30mm monthly shares and 500 years of videos watched in a montho  Strong Twitter sharing with 30mm monthly shares as wello  Unparalleled platform penetration in organic search resultso  The ability to break into very competitive search verticals©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 55
  56. 56. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  YouTube: SEOo  Impacts the 3 largest sources of views:   Related, YouTube and Google/Bing searchesKeyword Researcho  Understand that video keyword research varies from typical keyword researcho  Add QDV keyword data from Google/Bingo  Add 3rd party view count info to your researcho  Reviewing competitive landscape for opportunities©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 56
  57. 57. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  YouTube: SEOVideo Optimizationo  Same principles apply to title/description area contento  For tags make sure to use words and phrases in order of importance©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 57
  58. 58. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  YouTube: Leveraging the PlatformPlaylistso  Use to add additional visibility to your related videos areao  Helps push users through your contento  Can rank for YouTube searchesAnnotationso  Use to encourage users to engage with your videoso  Use to encourage viewers to watch more videos©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 58
  59. 59. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  YouTube: Leveraging the PlatformVideo Responseso  Post to 3rd party videos to leverage their traffico  Post to your videos to offer users more viewing optionso  Count as engagementActivity Feedso  Set specific actions to appear in your feed which can appear on subscribers home pageso  When users engage with your videos their actions can appear in others feeds as well©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 59
  60. 60. DFWSEM - Video SEO – YouTube Tactics jeff_mar(n  YouTube: Leveraging the PlatformPromote Your Videoso  All views and activity count towards your organic visibilityo  CPCs can be significantly lower than paid searcho  Several ad formats options: in-search, in-display, in-stream, in-slateo  Several targeting tactics: keywords, topics, interests, re-marketing listsConversionso  Incentivize your videos to drive actiono  Use call-to-action overlays to drive back to your siteo  Use links in the description supported with annotations©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. 60
  61. 61. jeff_mar(n   jmar(n@touchstorm.com  Jeff MartinDir. Search Marketing©2011 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential.

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