• Senior Marketing Manager at Stroll
• 7+ years in Search
• Columnist at Search Engine Watch
• Speaker at SMX, Affiliate Summit, eTail & More
Purna Virji
3
4
Key Takeaways
• How to build a strong foundation
• How to curate content the right way
• How to best engage your visitors
• How to strategically use analytics
Top Tip 1: Lay a Strong Foundation
Ensure all the basics are optimized correctly, to give your channel more prominence and appeal to visitors.
5
Channel Name
Appears across the site
Distinct from URL
Short & memorable works best
Inevitably brand
name for most
9
Video Metadata
• Used to Index Videos
• Optimize to Maximize Promotion
• Includes: Title, Tags and Description
10
Video Metadata – Title
• Make it compelling
• Core keywords first, branding later
• Test to optimize CTR
11
Video Metadata – Tags
• Descriptive keywords
• Create a Set of Standard tags
• Mix general and specific
• Use enough to be accurate
12
Video Metadata – Description
• First few sentences really count
• Pay attention to content hierarchy
• Be interesting!
• Add links to subscribe page or social media
13
Video Thumbnail Selection
• Custom for each video
• 640px x 360px min., 16:9 aspect ratio
• Faces or visually compelling imagery
• Looks good in all sizes
• Upload with video
14
Featured & Related Channels
• Seen on the right-hand side
• Featured: You select
• Related: Similar channels, populated by YouTube
Important! Can include competitors
• Can choose to disable
16
Top Tip 2: Curating Content for your Audiences
How to most effectively share content with subscribers and non-subscribers.
17
Why Encourage Subscribers?
• Strongest brand advocates
• 2x Video Consumed vs. Non-subscribers
• Content more visible, better for TOMA
• Community engagement + Brand building
21
Tips for Engaging Subscribers:
• 60-30-10 formula
• Create playlists to engage
• Be regular
• Strategic CTAs
• Community management
22
Encouraging Non-Subs to Subscribe
• Browse Tab:– Pick as default LP– Show off your content!– Use analytics to pick top performers
• Channel Trailer:– Auto-plays– Essence of your channel– No ads when playing
23
Trailer Tips
• Think elevator pitch
• Show, don’t tell
• Use CTAs
• Leverage special promos
• Test, test, test
25
Annotations
• Clickable text overlays
• Use to:
– Ask for likes
– Link to other videos
– Link to social media
– Ask questions to engage
– Add clarification
– Link back to your site
26
Annotations – Best Practices
• Avoid lower third of video
• Don’t obstruct content
• Little goes a long way
• Repeat “subscribe” requests at end
• Use analytics to test timing & placement
• Be creative
28
Top Tip 3: Channel Personalization
Leveraging key features to promote your brand identity and drive action.
29
Channel Art
• Showcase your brand’s personality
• Use tool to gauge difference screens
• Add social + website links
31
• Organize Browse tab
• Showcase your best content
• Can contain videos & playlists
• Create themes based on tags
• Can curate other channels’ content
Sections
32
Channel Description
• Why should they subscribe?
• Important info upfront
• Include upload schedule
• Use relevant KWs
34
Top Tip 4: Channel Analytics
Assess channel performance to make strategic optimization decisions.
35
Connect GA to YouTube
– “Add new Account” in existing GA account
– Locate GA profile ID
– “Advanced” option on YouTube channel settings
–Data will populate within 24 hours
Google Analytics Tie-In
36
1. Who are your users?– Helps create & optimize content & channel design to appeal most to your demo.
– Pull demo & geo data reports
YouTube Analyticswww.youtube.com/analytics
37
YouTube Analyticswww.youtube.com/analytics
2. Where are users finding your videos?– Know which traffic sources are most valuable
– Use playback locations & traffic sources reports
– Be sure to review avg. view duration column
– Look at subscriber-only data as well.
38
YouTube Analyticswww.youtube.com/analytics
3. How much are you engaging users?– Discover how users interact & identify patterns to create more engaging content
– Low retention rate videos=less likely to appear in search & suggested placements
– Use absolute retention & relative retention reports
39
YouTube Analyticswww.youtube.com/analytics
4. Why are viewers subscribing?– Learn what makes people subscribe
– Use subscribers report to show which videos stand out
– Views vs. subscribers report
40
YouTube Analyticswww.youtube.com/analytics
5. How are annotations performing?– Review CTR & close rates for all annotations
– Use to optimize placement and duration
– Use the Annotations report
43
http://www.linkedin.com/in/purnavirji
https://twitter.com/purnavirji
Read More At:http://searchenginewatch.com/author/2499/purna-virji