Greg Jarboe may be my most favorite speaker at Search Engine Strategies and in San Francisco he wow’d us with how to use YouTube as a smart marketing tool in the NextGen YouTube Marketing session.
The Jarboe and Li Evans
After a funny introduction by session moderator, Li Evans, teasing whom we loving refer to as “The Jarboe” about his love for the RedSocks, he stood and told us that YouTube is the second largest search engine in the world – but we never think of it that way.
It gets 22 billion searches a month. (And its not a search engine). We spend all the time optimizing for Google and Bing, neglecting the reach of YouTube. It’s also the second most popular site in the world, with the first being Facebook.
YouTube gets 149 million visits per month.
Facebook gets 129 million visits per month.
Greg "The Jarboe" Jarboe of SEO-PR.com
Twitter comes in at 32 million, with Linkedin 21 million and Flickr getting 22 million visits per month.
Where should you be spending your time and money investing in social marketing?
The natural sequence by users in YouTube – people come to discover things. Who seeks what in which channel with what effect? People need to find the video first before they can watch it and then share it with others.
The trick to going viral is to be discovered and be shared.
Make use of the YouTube Keyword tool. It finds relevant keywords for you (but can be quirky sometimes so use your logic.) Use these keywords in your in metadata such as title, description, tags, (Google ignores tags but YouTube loves them).
There is a difference in algorithm between the major search engines and YouTube.
Title tags can be 100 characters now. Description is 5000 characters, which lets you “Tell your story” and include your URL . Tags are 120 characters, so use this for brand, city, topics. Again, your goal is to get discovered.
Voyage.tv ranks #1 and #2 for “hotel griffou” in Youtube t search due to changes in optimization This took it from 6 views per day to 4000 views a day (2 million a month.)
The Jarboe calls YouTube’s video promotion program the “best value out there.” For a small investment, your video is well promoted in YouTube, which in turn increases the likelihood of it being discovered and shared.
Read the book called Enchantment, The art of changing hearts, minds and action by Guy Kawasak.
The four types of videos that people will pass along are those that
- Inspire
- Entertain
- Educate
- Enlighten
Watch for the Cosmic Panda because “ everything we thought about YouTube is about to shift and work differently .
comscore is about to unveil a tool that will not only tell how many visits to YouTube came per month, but how many were visits to specific channels each month.
Mark Robertson from REELSEO added more pointers on YouTube.
Everybody is on YouTube, not just kids.
Mark Robertson
1000’s of brands have their own YouTube channel, including Amtrack. It’s perfectly fine for business.
For Seo, create good quality content, find key influencers, use the paid promotion service and keep fresh, inbound links.
Quality content is telling a good story, being honest, and adding fun or great music to your video.
Upload often, create a release schedule.
Episodes attracts follows. (What happens next?)
Use Youtube common API tools such as Tubemogul, which is good despite some limits.
Title tags are vital. The first 50 characters show up in universal search.
Choose compelling thumbnails. Use common words; don’t spam. Use playlists because it increases views.
Closed captions are a fantastic way for people to translate content and the hearing impaired appreiciate it. Captions also allow people to watch video at work. Caption content gets indexed and is great for long tail searches.
Don’t ignore your YouTube channel. Be active with it, Add playlist, add favorites, put in good descriptions. Fill out the form and add your logo. Make a brand channel if you are a brand. There is also a Partner channel but you have to apply for it.
Engage. Allow comments, add ntofiy, aud interaction, use annotations to drive interactions and views, drives community engage, click to subscre, like button, share video is nature of ut, pst to key influences, smnetowrks, pst to site,
How to convert – how to them to your site – add url to the desc; add unique coupon code in video, promoted is ppc/view, buy cheap words.
YouTube is second most blocked website for companies – cant watch at lunch, free video hosting, free delivery, YouTube embedded play has lots of customization.
Reelseo.com/youtube-embed-hacks – has ideas.create your own chrome-less player
Use services like tubemogel – vimeo for artists, documents, blip.tv for episodic video and moneitzatio possibilities.
Hulu is for sale.
By Your Future: Search, Social, and Content | iCrossing Digital Marketing Blog, Search Engine Advertising Blog: iCrossing August 25, 2011 - 5:59 pm
[...] of social on search was brought up in quite a few panels, specifically in relation to Google and YouTube. Hint: YouTube captions are a hidden golden nugget: they allow people to watch at work, they can be [...]