This document outlines a 6-step process to optimize an unloved corporate YouTube channel to generate traffic. The steps are: 1) Define the channel's value proposition by identifying target audiences and problems; 2) Conduct keyword and market research; 3) Cut, trim, and reframe existing videos; 4) Design new thumbnails; 5) Include calls-to-action and external links; 6) Rank videos in organic search. It provides examples applying these steps to a fictional bicycle manufacturing company channel, discussing tactics like embedding videos on blog posts to improve search rankings.

1. How to turn an unloved
corporate YouTube
Channel into a traffic
generation machine
Slideshare.Net/philnottingham
philnottingham
Phil Nottingham
organicvideo.com

2. EEAT is the Framework
Google use for Search
Quality Rating

3. A
T
Authority
Trustworthiness
E Expertise

4. E
A
T
Experience
Authority
Trustworthiness
E Expertise

5. We can take the
idea a step further
for YouTube

6. E
A
T
Engagement
Authority
Trustworthiness
E Expertise

7. E
A
T
Engagement
Authority
Trustworthiness
E Expertise
A Aesthetics

8. E
A
T
Engagement
Authority
Trustworthiness
E Expertise
T Thumbnail
A Aesthetics

9. EEAATT

10. TEA? TEA?

11. We’ll talk about how to apply
these principles to a
fi
ctional
unloved YouTube Channel

12. Kelvin is has started a bicycle manufacturing business

13. After some copyright infringement issues, he’s come
with a new brand name

15. Product
Demos
Reviews
Webinars
Tutorials
Lectures
Video from the
Christmas Party
Interviews
His YouTube Channel is filled with all sorts of videos with
no coherent strategy behind it

16. YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION

17. “Our Brand on YouTube!”
Most businesses think this is their YouTube value
proposition

18. Audience Problem
A great value proposition requires a clear audience and
a problem to be solved

19. Audience Problem
Cycling nerds building
custom bikes
They refuse to
read instructions

20. “Our Brand on YouTube!”
“Tutorials & Reviews for DIY Bike
Mechanics in a hurry”

21. Audience Problem
Cycling nerds building
custom bikes
They refuse to
read instructions
But you might have more than one audience to speak to

22. Audience Problem
Cycling nerds building
custom bikes
They refuse to
read instructions
Parents teaching kids
to ride a bike
Falls & Tantrums

23. Tutorials & Reviews
for DIY Bike
Mechanics in a hurry
Advice for Parents
and Kids trying to
ditch stabilisers

24. One Channel
Per Audience

25. YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH

29. Topics > Terms

30. YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
3. CUT, TRIM & REFRAME EXISTING VIDEOS

31. Content to
capture latent
demand
Content to
generate
demand
Shareable, Emotion
Triggering
Content to
increase
subscribers
Topic orientated
Repeatable formats
Serial Spark
Service

32. Engine of Growth is
Active Subscribers

34. Content to
capture latent
demand
Content to
generate
demand
Shareable,
Emotion
triggering
Content to
increase
subscribers
Topic orientated
Repeatable
formats
Serial Spark
Service Shorts
Content to
advertise other
content
Clips & Trailers

35. For Titles - Clicks > Keywords

36. Tools for online video editing & creation

37. YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
4. DESIGN NEW THUMBNAILS
3. CUT, TRIM & REFRAME EXISTING VIDEOS

38. Effective Thumbnail Styles
(From study of 80M Videos)
Talking Head Product Close-up Action Shot

39. Thumbnail Best Practice
● Bold, high contrast colours
● Clear focal point (person or object)
● Logo
● Large, stylized text - legible at 116 x 24 px

40. Measure
Thumbnail
Effectiveness by
Impression Click-
Through-Rate

41. YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
5. INCLUDE CTAS & EXTERNAL LINKS
4. DESIGN NEW THUMBNAILS
3. CUT, TRIM & REFRAME EXISTING VIDEOS

42. Save some of the good
stuff for your website

43. Wistia Channels allows you to create a Netflix-type
experience on your website

46. And then include links on
your YouTube videos to
drive traffic to your
exclusive website-only
content

50. You can create CTA
wrappers for your
videos using AI

52. You should be
aiming for 1-2% of
views as visitors

53. YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
5. INCLUDE CTAS & EXTERNAL LINKS
4. DESIGN NEW THUMBNAILS
6. RANK VIDEOS IN ORGANIC SEARCH
3. CUT, TRIM & REFRAME EXISTING VIDEOS

54. Embed your YouTube
videos on pages on blog
posts and other pages,
then get those ranking
for your website

55. <html>
<head>
<title>Introducing the self-driving bicycle in the Netherlands</title>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "VideoObject",
"name": "Introducing the self-driving bicycle in the Netherlands",
"description": "This spring, Google is introducing the self-driving bicycle in Amsterdam, the
world's premier cycling city.
"thumbnailUrl": [
"https://example.com/photos/1x1/photo.jpg",
],
"uploadDate": "2016-03-31T08:00:00+08:00",
"duration": "PT1M54S",
"contentUrl": "https://www.example.com/video/123/file.mp4",
"embedUrl": "https://www.example.com/embed/123",
"interactionStatistic": {
"@type": "InteractionCounter",
"interactionType": { "@type": "http://schema.org/WatchAction" },
"userInteractionCount": 5647018
},
"regionsAllowed": "US,NL"
}
</script>
</head>
<body>
</body>
</html> include video data using schema.org via JSON-LD

56. {
"@type": "Clip",
"name": "Cat jumps",
"startOffset": 30,
"endOffset": 45,
"url": "http://www.example.com/example?
t=30"
},
{
"@type": "Clip",
"name": "Cat misses the fence",
"startOffset": 111,
"endOffset": 150,
"url": "http://www.example.com/example?
t=111"
}]
Clip Schema will give you Key Moments snippets

57. Yoast Video SEO solves this all for you if you’re on
Wordpress

58. Search Console tells you how much traffic you get to
videos in web search and video search

59. And which videos are indexed

60. Issues with prominence are normally issues with render-
blocking JavaScript or the video being too far down the
page

61. Looker Studio Video SEO Report Template

62. YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
5. INCLUDE CTAS & EXTERNAL LINKS
4. DESIGN NEW THUMBNAILS
6. RANK VIDEOS IN ORGANIC SEARCH
3. CUT, TRIM & REFRAME EXISTING VIDEOS

63. @philnottingham