A web presence with a lot of power who really should not be ignored. SMX West, YouTube Product Manager Matt Liu made these points, and they are good points to consider when it comes to marketing. Liu encourages users to "take advantage of what YouTube has to offer."
Liu was joined by The Search Agency's Drew Hubbard, RAMP Digital CEO Jonathan Mendez, and JC Longbottom from Performics at SMX West for the "Up Close With YouTube" session. The information in this article is a product of that session.
How video can improve your rankings?
The fact that YouTube is a leading search engine marketing media have to strive to get your videos ranked. Some simple things can improve their ranking are:
- The exact title and description
- Make sure your description is just that - descriptive. That should be accurate and unique, and use complete sentences.
- Labels Descriptive keywords - Avoid stuffing of keywords
YouTube is obviously more than just a search engine for video. You might consider that a social network. This is a community. This means that the community opinion counts. As with any other community on the web, your best results will come if you participate actively. This means share videos with other members. Experiment with annotations, video responses, and miniatures.
Other tools at your disposal YouTube
Liu pointed to some other aspects of marketing for YouTube to be given a. One, of course, is embedded or embedded videos. He says you have to do more detectable. The beauty is that this should be very easy to do what only can be embedded anywhere.
He also mentioned to YouTube Insight, a video analysis tool that launched last year. With this, traders can see the demographics, find out where are the videos, so they sent a few months ago, they launched a feature very well for him called "Hot Spots", which allows you to identify the parts of the video you get the most views,ergo most make money, IMHO :)
Finally, he talked about sponsored videos. This is simply paid search for YouTube. They started offering this in November.
What to Do and What Not to Do
JC Longhorn spoke next, and he looked at a couple of examples of what to do and what not to do. First, looked at a few super bowl ads, but focused on Pepsi's MacGruber ad, otherwise known as the "Pepsuber" campaign. This started online as a YouTube sponsored video.
As a result of the Pepsuber ad, people searched for that word and rankings were high on YouTube and Google for it. They had a branded channel page for the campaign and made it engaging, which really pushed the ad's success.
He then talked about a Denny's ad for a free breakfast, which had potential, but didn't do everything right. The Denny's website was not prepared for the incoming traffic and crashed as a result. They should've created an engaging branded channel page.
Great Tips For Maximizing Your YouTube Video Potential
Drew Hubbard, who created a channel page for SMX West 2009, had some very helpful tips:
- Use Keyword Rich Descriptions and TagsHe also says that for your purposes, Google does not recognize videos on the page, and for this reason, you need to include as much supportive content as possible. This will help your rankings. "Use every opportunity to put links on a page," he adds.
- Include the word "Video" in your titles because people do search for it.
- Use a link for the very first thing in your descriptions.
- Make sure and utilize your thumbnails. YouTube pulls these from the 1/4, 1/2 and 3/4 marks. Make them count.
- Encourage participation by enabling everything.
- use meta data
- use captions and subtitles
- use watermarks
- use google maps integration
YouTube - The Game-Changer
Jonathan Mendez took the stage next and talked about what a game-changer is becoming YouTube. Notes that even the President of the United States has a YouTube channel. I will add that the Pope too.
He said that six years from now, would not be unknown to YouTube to make a bid to host Monday Night Football. It seems a crazy idea, as now, but those numbers quoted for the event live on YouTube:
live peak flow: 700k views
24 hours: M 1.5 million visits
48 hours: 4 million hits
9 days: 11 million visits
2 months: 17 million visits
Monday Night Football averaged 11.8 million viewers. With the line between television and online video, erasing more than ever as time passes, it really does not seem so out of the question. Six years is a long time in a rapidly changing industry like this.
In addition, Mendez said, "YouTube marketing digital really solves the biggest problem." Children are often the use of YouTube as a search engine, even before Google. He then went through a case study and the session was a Q & A.
Tell me what you think? how you rank on YouTube,do you get traffic?