SlideShare a Scribd company logo
How to turn an unloved
corporate YouTube
Channel into a traffic
generation machine
Slideshare.Net/philnottingham
philnottingham
Phil Nottingham
organicvideo.com
EEAT is the Framework
Google use for Search
Quality Rating
A
T
Authority
Trustworthiness
E Expertise
E
A
T
Experience
Authority
Trustworthiness
E Expertise
We can take the
idea a step further
for YouTube
E
A
T
Engagement
Authority
Trustworthiness
E Expertise
E
A
T
Engagement
Authority
Trustworthiness
E Expertise
A Aesthetics
E
A
T
Engagement
Authority
Trustworthiness
E Expertise
T Thumbnail
A Aesthetics
EEAATT
TEA? TEA?
We’ll talk about how to apply
these principles to a
fi
ctional
unloved YouTube Channel
Kelvin is has started a bicycle manufacturing business
After some copyright infringement issues, he’s come
with a new brand name
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
YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
“Our Brand on YouTube!”
Most businesses think this is their YouTube value
proposition
Audience Problem
A great value proposition requires a clear audience and
a problem to be solved
Audience Problem
Cycling nerds building
custom bikes
They refuse to
read instructions
“Our Brand on YouTube!”
“Tutorials & Reviews for DIY Bike
Mechanics in a hurry”
Audience Problem
Cycling nerds building
custom bikes
They refuse to
read instructions
But you might have more than one audience to speak to
Audience Problem
Cycling nerds building
custom bikes
They refuse to
read instructions
Parents teaching kids
to ride a bike
Falls & Tantrums
Tutorials & Reviews
for DIY Bike
Mechanics in a hurry
Advice for Parents
and Kids trying to
ditch stabilisers
One Channel
Per Audience
YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
Topics > Terms
YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
3. CUT, TRIM & REFRAME EXISTING VIDEOS
Content to
capture latent
demand
Content to
generate
demand
Shareable, Emotion
Triggering
Content to
increase
subscribers
Topic orientated
Repeatable formats
Serial Spark
Service
Engine of Growth is
Active Subscribers
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
For Titles - Clicks > Keywords
Tools for online video editing & creation
YouTube
Optimisation
In 6 Steps
1. DEFINE CHANNEL VALUE PROPOSITION
2. KEYWORD & MARKET RESEARCH
4. DESIGN NEW THUMBNAILS
3. CUT, TRIM & REFRAME EXISTING VIDEOS
Effective Thumbnail Styles
(From study of 80M Videos)
Talking Head Product Close-up Action Shot
Thumbnail Best Practice
● Bold, high contrast colours
● Clear focal point (person or object)
● Logo
● Large, stylized text - legible at 116 x 24 px
Measure
Thumbnail
Effectiveness by
Impression Click-
Through-Rate
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
Save some of the good
stuff for your website
Wistia Channels allows you to create a Netflix-type
experience on your website
And then include links on
your YouTube videos to
drive traffic to your
exclusive website-only
content
You can create CTA
wrappers for your
videos using AI
You should be
aiming for 1-2% of
views as visitors
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
Embed your YouTube
videos on pages on blog
posts and other pages,
then get those ranking
for your website
<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
{
"@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
Yoast Video SEO solves this all for you if you’re on
Wordpress
Search Console tells you how much traffic you get to
videos in web search and video search
And which videos are indexed
Issues with prominence are normally issues with render-
blocking JavaScript or the video being too far down the
page
Looker Studio Video SEO Report Template
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
@philnottingham
Turning A Neglected YouTube Channel into a Traffic Generation Machine

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