Last month's Social Media Meetup was 'How To Master Online Video Marketing' with SEO expert and blogger Phil Nottingham.
Video is of course very topical, well in fairness it's been topical for years now. I personally feel that more and more companies are starting to use video as an essential part of their online strategy, not just a nice little add-on.
Phil's Approach to video
I like the fact that Phil challenges his clients about why they want to do video. For instance, is it better to do a blog post or a video? One rule of thumb is that video is the appropriate form of content when it would lose something if it were just text and image.
Work out the following in this order:
- What you want to achieve with your content?
- What is the story and the hook?
- Who's your audience?
- What is the appropriate form? (This will be clearer at this stage.)
- What are the technical implementations?
Once you've answered those questions, you can decide on the other details, such as pre-outreach, outreach, and content creation.
Technical video information
Here are a few technical tips to bear in mind when creating and uploading videos:
- Always export your videos at full HD (1920 x 1080), YouTube ranks HD videos higher than the rest. Any major editing software can export in HD resolution, even if the video wasn't originally shot in High Definition.
- Export just under 5000kbps.
- Include keywords in the filename , title, description, and tags as per traditional SEO.
- Include a closed caption (transcript) file and don't rely on the native YouTube closed caption, especially if your video contains music or noise. Always upload your own, as this is the narrative of what's going on in the video.
- Include a 'no follow' link to your video, to increase traffic to your main domain as well as to your YouTube profile.
Other practical YouTube tips
- Consolidate your channels: having several YouTube channels isn't bad practice per se, but it won't help you with SEO. It's much harder to see progress if you have your content spread on different platforms. However, if this is your case, feel free to link them to each other.
- Associated website: YouTube has recently rolled out a new featured that lets you link your YouTube channel to your own website. This will allow Google to pass traffic to your website via YouTube more easily. This feature is currently available only to partners who enable ads.
- Audience Engagement: regularly check the analytics page on your YouTube account to see your audience retention for your videos. This is an indication, for you and for Google, on how well your videos are doing and at what point your viewers engage the most/the least.
- 'As seen on'' attribution: this feature is very useful if you work in a business. This is a link that leads you to a curated page on YouTube with a list of videos that are related to yours. These videos are not necessarily YOUR videos, and they provide supporting content and context for your viewers.
- YouTube 3D: even though the 3D videos on YouTube aren't really high quality, millions of people watch these videos. It's worth having a few of these videos to drive traffic as well.
- Pre-roll ads: pre-roll ads are relatively cheap and it drives a lot of traffic to that specific video. As the viewer's count increases, people who stumble across your page will see the number of viewers and it will encourage more organic subscribers. Invest in the YouTube ads systems, whereas they're pre-roll ones or homepage takeovers.
Here is the video of Phil speaking and below you'll find his presentation slides as well.
Many thanks to Bernardo Donkor for helping with this post, Bernardo is a blogger at TechLume.
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