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How to Optimize YouTube Videos - YouTube SEO - ReelSEO Presentation

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http://bit.ly/cFLKJX - The following is my presentation detailing optimization tips and marketing tips for YouTube videos. I presented this at the Dallas Fort Worth Search Engine Marketing Association and was on a panel with Lane Shackleton of YouTube. The entire focus of my presentation is on practical tips, strategies, and tactics for taking full advantage of the opportunity with YouTube and video marketing and video SEO.

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How to Optimize YouTube Videos - YouTube SEO - ReelSEO Presentation

  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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