Search Engine Optimization

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8 Things to Get Right on Youtube

We’re all trying to be found online. The best way to do that? Optimize your online content for the top search engines – Google and its subsidiary, YouTube. Google determines who can see you and how easy it is to see you, and Youtube is a huge part of that algorithm.

It can feel overwhelming to get started on YouTube. However, once you’ve created your channel and want to start uploading videos, just keep these few things in mind to ensure your videos rank highly on both search engines. 


1. Keywords

Keywords are the foundation of an entire YouTube channel. These are the words you want to be found with. Include them everywhere: the title and description, within your video content, or even in the name of the thumbnail file you upload. Sneak them in wherever you can! Do some research to see what viewers are searching for. We recommend using Trends.Google.com and the Google Ads Keyword Planner, but there are a ton of keyword resources out there!

Google Ads Keyword Planner

Google Ads Keyword Planner

2. Title

Of course, this is what your video is called. You need to keep it clear, compelling and concise – less than 60 characters to ensure it won’t be cut off in search results. Also, be sure to include your most relevant keywords first.

3. Description

This is the copy that drives views and engagement on your videos. Always include relevant keywords and CTAs within the first 100 characters, because after that users will have to click “show more” to see the rest of your description. Something most people overlook is including a transcript of the video in the description; however, this drastically improves the video’s SEO as the video content is typically full of the keywords you want to be found for!

At the end of the video description, you’ll include your default channel description, including links to your social channels, video credits, or video-specific timestamps.

YouTube Title & Description

Title & Description

4. Tags

Highlight your primary keywords in the video tags. Tags associates your video with similar videos, broadening its reach.

5. Closed Captions + Subtitles

Utilizing closed captions and subtitles on your YouTube videos further optimizes your video, as well as helps viewers that may need assistance understanding your content. This is yet another opportunity to include the keywords you want to be associated with. There are several ways to add this significant text to your videos: upload a text transcript or timed subtitle file, allow YouTube to automatically time the subtitles, type the subtitles yourself while watching the video, or hire someone to do it for you!

6. Cards + End Screens

Cards and End Screens take your YouTube content to the next level by providing viewers the chance to really engage with your videos. Video cards are rectangular notifications that appear over videos, and you can include up to five of them. End Screens extend your video 5 – 20 seconds. Utilize both of these to poll viewers, link to external websites, or direct viewers to your YouTube channels or other videos. This allows people to continue engaging with your content beyond the first video they watch.

Cards & End Screen

Cards & End Screen

7. Thumbnails

Along with the title, a video’s thumbnail is what gets people to watch it. It is the small, clickable image that represents the video. A good thumbnail can instantly grab people’s attention and differentiate your brand on a platform clogged with standard thumbnails, so always be sure to upload a custom one rather than the auto-generated ones from YouTube. Thumbnails can affect your search ranking on YouTube, too. Since your video’s click-through rate is one of the most important ranking factors in YouTube’s search algorithm, an eye-catching thumbnail can make a huge difference in ranking high in searches. The YouTube Creator Academy reports that “90% of the best performing videos on YouTube have custom thumbnails. 

Thumbnails

Custom Thumbnails

8. Engagement

Once you’ve uploaded a video on YouTube, you’re not finished there. You need to also actively manage engagement (likes, comments, views, etc.) on your videos. YouTube’s algorithm follows the audience, paying attention to engagement signals such as video likes and comments. It’s important to encourage and nurture these for a higher search ranking.


BSM Team

BSM Team at Knoxville Chamber Digital Marketing Series

Follow this eight-part checklist for all your organic YouTube content, and you’re off to the races! Your videos will be heavily optimized, and more people will likely see them because of it.

We recently spoke at the Knoxville Chamber’s Digital Marketing Series. Our presentation, “Push Play on Growth,” covered all things related to YouTube marketing. We’re going to be taking a ton of that information and turning it into several blog posts, so be sure to stay tuned for more content in this series! If you have any questions related to YouTube content creation or advertising, drop us a note!

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Big Slate Media Team
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YouTube Marketing – That Was Easy!

Youtube is a home for both the inspired and the strange, a place where viral videos plant their seeds; and of course, the global archive of first steps, big fails, and cat videos. But that’s not all. Youtube is also a highly effective place to market your business, and it’s easy! You just need the tools.

As a digital marketing agency in Knoxville focused in video production, we work with both small and large clients on creative content and we’ve learned that businesses sometimes devalue how Youtube could help them. So, we’re here to tell you that it can help you and definitely should be part of your 2018 marketing plan.

First, how big is Youtube, really? (2018 Youtube specs)

  • Over 1 Billion users (one-third of internet population)
  • More than half of total Youtube views come from mobile
  • More 18-49 year olds reached on mobile alone than any cable TV network
  • One billion hours watched daily

Youtube is a massive database that entertains a diverse and vast audience. If done well, your business will see a huge increase in Google search rankings, social engagement with customers, leads, and brand exposure overall through Youtube. But how?

 

Local Youtube Marketing Examples:

Mike’s Golf Shop (Chattanooga, Tn):

Time spent: 40 seconds; Views: 700,000

So, you’re telling me that if I’m looking for golf clubs, this is the wrong place?

  • Mike is a character. His brand is who he is, which is one of the most important tools of Youtube. We can show our brand, our company culture, or be informational. In this case, Mike did all three.
  • The viral nature of Youtube has sprouted out of the social media integration abilities of it, making it easy to target a specific audience, especially if you are already using other social platforms (ie. boosted posts on Facebook).
  • Youtube is owned by Google so your Google Search ranking is affected by the title and keywords in the description of the video, as well. Mike’s Golf, for example, is the first organic results on Google in his area.

Let’s take a look at another example, even closer to home for us.

 

Crawl Space Ninja (Knoxville, Tn):

Time Spent: estimated. 1 – 2 hours; Views: 1,000+ (Some videos have over 100K views)

Crawlspace Ninja does some really great stuff on Youtube as well. As you can tell, it’s more information based than Mike’s. Goals are the same, but the path is different.

  • Both wanted to grow sales by way of brand awareness. They stuck to their own brands and used social media.
  • In this case, Crawl Space Ninja brands themselves on Youtube as a “self-help” channel with videos that will build them a returning customer base that trusts them.
  • They can continue building loyalty while finding more customers along the way by using Youtube pre-roll and SEO tactics.

 

These two guys are just a couple examples of how you can grow your business through Youtube. Block out a day and create some engaging content. Youtube is a huge marketing gold mine and you need to be getting your share!

Give us a call if you need help and check out our most recent work!

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Big Slate Media Team

Writing an Effective Blog

It’s More Important Than You Think

Blog articles are the absolute single most important piece of digital marketing. They are the heart and soul of any social media campaign. Oh, and they are the primary way to influence your Google search ranking for particular keywords. No big deal…

Being a content creation agency in Knoxville, we work with dozens of incredible businesses to help write content that makes an impact in their digital marketing. We thought we’d share a few of the key elements we use when writing blog content.

Make It Helpful

Ok, so let’s take this blog article for instance; we’re providing some real, helpful content. We’ve recognized our audience (typically marketing directors, small business owners, etc) and are providing information that we know will help them better their business. At the same time, we’ve thrown in some keywords and optimized the page content for optimal search engine indexing to help with our organic search ranking. It’s a win-win!

Keyword Saturation

You have to be classy about this part. Google Bot reads at roughly a 3rd-grade reading level. Meaning, it’s not stupid. If you throw an article together that’s just a ridiculous compilation of your target keywords and really doesn’t flow, Google will figure it out.

It’s always a good idea to start from a place of helping your customers and sharing information with them. Make the article read pretty, then if you happen to be able to work in some of your target keywords, that’s even better.

Jazz It Up

Let’s face it. While blog articles can be really helpful, they just can’t keep people’s attention. Throwing in a related photo or video will not only help people stay engaged with your article, but it also helps with your Google ranking.

Distribution is the Name of the Game

Once you’ve created an awesome blog article, it’s time to share it with the world. Facebook, LinkedIn, and email blasts are always a great start. We encourage all of our clients to get involved in an online community group or forum for their industry. That can be a great place to share the article.

Each place you share an article creates a new backlink to your website. Building backlinks help build your Google Page Trust as an information source people are sharing and encouraging others to use. This will definitely help your organic search ranking. Again, don’t abuse this. Only post your article on websites or in groups where the information will be welcomed.

In The End, Just Make It Awesome & Make it Yours

Your focus should be on creating something helpful to contribute to the wealth of knowledge on the internet, but do it in your own voice! Remember, it’s YOUR brand that you’re representing, so don’t try to be something you’re not. Find your audience. Talk to them like you are talking to them. Be informational, stay in your style, make it fun to read, make it different, but don’t give away your secret sauce. A magician never reveals his secrets. Just give them enough to come back for seconds. 

All in all, just research, learn, discover and most importantly have fun with it!

If you have any questions about copywriting strategy, content ideas or where to get involved in online communities, talk to us! We’d love to hear from you and we’d love to help.

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Big Slate Media Team