Last week I had the privilege of speaking, along with Lane Shackleton of YouTube, at the Dallas Fort Worth Search Marketing Association. The topic was YouTube - why YouTube, and how to market YouTube videos, optimize YouTube videos, and advertise video content on YouTube so as to take full advantage of the opportunity that exists within YouTube. The following is my complete presentation from the event.
YouTube Optimization = Quality + SEO + Community
The best piece of advice that I can give for optimizing video on YouTube, is that, it is NOT about metadata and text alone. It is no longer enough to rely on titles, descriptions, and tags for getting videos ranked. This may still work for very long-tail keyword queries, but there are now many different YouTube ranking factors, both on-page and off-site.
YouTube optimization, especially for competitive keyword phrases - it is about a combination of 1) creating quality, compelling video content 2) publishing using SEO best practices, and 3) engaging with the community, both within as well as outside of YouTube.
How to Optimize and Market YouTube Videos - My Presentation
In the presentation slides below (also see outline below the slides), I walk through, in detail:
Making the case for online video and for YouTube in particular
How to publish and optimize YouTube videos (the gist of which starts on slide 8. )
YouTube ranking factors and things to consider
Promoting and marketing YouTube videos
Driving conversions with YouTube videos
Customizing YouTube embed
etc...
Please let me know your feedback in the comments below and I hope that my presentation helps you better maximize your YouTube efforts.
Click Here to Expand Presentation Outline
YouTube Optimization and YouTube Marketing Tips
YouTube SEO and Marketing
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
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
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
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
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
What you don’t know? – Overlay is yours regardless = FREE
EXTRA YOUTUBE OPTIMIZATION TIP
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)
Example Search – “DFWSEM”
What You Didn’t Know
YouTube & Google Index CC
CC/Subtitles don’t require audio
Can help with longtail searches
Weight = ?? Not much yet
Why Closed Captions?
Accessibility for hearing impaired
Global Reach - Translations
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
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/
About the Author - Mark R Robertson
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a professional online video marketing consultant and video SEO expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. Follow Mark on Twitter (@markrrobertson), or Google+.
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Mark R Robertson
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About the Author - Mark R Robertson
