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Optimisation



   Level 2, 20 Chandos Street                       Ph: (02) 9438 5633
   St Leonards 2065                                 Fax: (02) 9436 0081
   NSW Australia                                    support@ewebmarketing.com.au

  E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
  Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      1
Why should you care?
• Search Engines integrate video
  results into Search Engine Results
  Pages (SERPs)
• YouTube receives over 2 billion
  views daily
• YouTube videos are mobile
  friendly and more than 200
  million YouTube views occur on
  mobile devices per day
• With Google shifting further
  towards universal search results,
  you should not ignore optimising
  your videos for search.


                                       E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                       Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      2
Optimise your Findability
           All YouTube videos have their own page with a unique URL.
YouTube creates HTML meta tags for video pages based on different page elements.

          VIDEO TITLE                                                      THE TITLE TAG

     VIDEO DESCRIPTION                                THE META DESCRIPTION TAG

      THE YOUTUBE TAG                                    THE META KEYWORDS TAG


              Having optimised title, description and YouTube tags
   increases your video’s findability in both YouTube and from non-video SERPs.
                                        E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                        Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      3
Other Findability Factors
                There are a number of other factors that
        affect the position and visibility of your YouTube videos.

        Views and frequency              Video Responses
        Likes and Dislikes               Subscribers
        Playlist additions               Favourites
        Flagging                         Embeds and inbound links
        Shares                           Honors
        Comments                         Channel views
        Age of Video

        Engaging, interactive videos that are can be easily shared
affects your video’s findability in both YouTube and from non-video SERPs
                                    E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                    Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au
                                                                                                                  4
Where do I start?

8 Step YouTube Optimisation
   1.   Title                                                    Quality Content
   2.   Meta Data
   3.   Lead Image
   4.   Embedding
   5.   Subtitles/Captions
   6.   Interactivity                          Video
                                                                                                 Audience
                                            Optimisation
   7.   Content
   8.   Promote and Promote Again




                                    E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                    Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      5
1. Picking a Title
Title must haves:
• Be descriptive so it can be easily                                                           Make sure it fits!
searched for

• Include any keywords relevant to                                                                              Keywords!
the content

• Be concise - long titles are
shortened in search results

• Be engaging to encourage people to
watch your videos


                                       E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                       Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au         6
2. Optimising Meta Data
                                                                     Links

Meta data must haves:
•Encourage clicks to your website by
adding a link in the first line of the




                                               Descriptive Content
description so that all viewers can
see it
• Be descriptive with your content                                                                                     Keywords

• Include relevant keywords in your
description
• Pick a category that is relevant
• Use a moderate number of tags
which are relevant to the video’s                                                                                      Category
content and to your audience
                                                                                    Moderate Tags

                                         E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                         Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au        7
3. Clickable Lead Image
The lead image of your video is
incredibly important in encouraging                    Engaging, relevant, works with title!
people to watch your videos. Once
you’re past this hurdle, its up to your
content to do the work!

Lead image must haves:
• Visually engaging                                                                                                     Views
• Relevant to the target audience
• Works with your title to tell an
engaging story




                                          E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                          Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au          8
4. Enable embedding
Enabling the “embed code”
will allow others to easily
share your video.
This is particularly useful for
Social Media sharing such as
Facebook or Twitter.



You can also add an
annotation to your video to                                          Encourages Sharing
encourage people to embed
the video to their website




                                  E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                  Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      9
5. Upload Subtitles/Captions
Adding captions to your video
will:
                                                                   User friendly options
• Allows Google to understand what
the video contains

• Allows users from other countries
to understand your video content

• Allows users with hearing
disadvantages to understand your
video content



                                      E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                      Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      10
6. Increase interactivity
  Within the contents of the video you can also encourage people to comment,
  like, share and interact. This will also increase your chances of getting listed in
         YouTube’s most viewed, discussed, liked, trending and favourited.


Increase interactivity:
• Adding annotations to link to other videos                                Call to action
on your page
• Adding annotations to encourage
subscribers to sign up
• Add video responses to appropriate videos
• Post bulletins to alert friends and
subscribers to new videos and
announcements
                                                                                                                 Link to Videos

                                          E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                          Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au         11
7. Compelling Content

Ensure that your content is true
                    to the title.
    • Conflicting or misleading content
        will mean users are inclined to
                      dislike your video.
   • Ensure that your video and
  sound quality is user friendly.
         • Take advantage of the High
       Definition option so your viewers
               have a better experience.



                                       E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                       Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      12
8. Promote and Promote Again
Leverage your social media platforms and distribute your YouTube video
and YouTube channel throughout your website, blog, social media pages.

            Tweet It!

     Share It!      Blog It!

             Like It!

Tell your friends and colleagues
        to do the same!


                                   E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                   Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      13
www.ewebmarketing.com.au

                                 Call 1300 785 122

Sydney Office                      Ph: (02) 9438 5633
Level 2, 20 Chandos Street         Fax: (02) 9436 0081
St Leonards 2065 NSW Australia     support@ewebmarketing.com.au
                                                           E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia
                                                           Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au      14

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You Tube Optimisation

  • 1. Optimisation Level 2, 20 Chandos Street Ph: (02) 9438 5633 St Leonards 2065 Fax: (02) 9436 0081 NSW Australia support@ewebmarketing.com.au E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 1
  • 2. Why should you care? • Search Engines integrate video results into Search Engine Results Pages (SERPs) • YouTube receives over 2 billion views daily • YouTube videos are mobile friendly and more than 200 million YouTube views occur on mobile devices per day • With Google shifting further towards universal search results, you should not ignore optimising your videos for search. E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 2
  • 3. Optimise your Findability All YouTube videos have their own page with a unique URL. YouTube creates HTML meta tags for video pages based on different page elements. VIDEO TITLE THE TITLE TAG VIDEO DESCRIPTION THE META DESCRIPTION TAG THE YOUTUBE TAG THE META KEYWORDS TAG Having optimised title, description and YouTube tags increases your video’s findability in both YouTube and from non-video SERPs. E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 3
  • 4. Other Findability Factors There are a number of other factors that affect the position and visibility of your YouTube videos. Views and frequency Video Responses Likes and Dislikes Subscribers Playlist additions Favourites Flagging Embeds and inbound links Shares Honors Comments Channel views Age of Video Engaging, interactive videos that are can be easily shared affects your video’s findability in both YouTube and from non-video SERPs E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 4
  • 5. Where do I start? 8 Step YouTube Optimisation 1. Title Quality Content 2. Meta Data 3. Lead Image 4. Embedding 5. Subtitles/Captions 6. Interactivity Video Audience Optimisation 7. Content 8. Promote and Promote Again E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 5
  • 6. 1. Picking a Title Title must haves: • Be descriptive so it can be easily Make sure it fits! searched for • Include any keywords relevant to Keywords! the content • Be concise - long titles are shortened in search results • Be engaging to encourage people to watch your videos E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 6
  • 7. 2. Optimising Meta Data Links Meta data must haves: •Encourage clicks to your website by adding a link in the first line of the Descriptive Content description so that all viewers can see it • Be descriptive with your content Keywords • Include relevant keywords in your description • Pick a category that is relevant • Use a moderate number of tags which are relevant to the video’s Category content and to your audience Moderate Tags E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 7
  • 8. 3. Clickable Lead Image The lead image of your video is incredibly important in encouraging Engaging, relevant, works with title! people to watch your videos. Once you’re past this hurdle, its up to your content to do the work! Lead image must haves: • Visually engaging Views • Relevant to the target audience • Works with your title to tell an engaging story E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 8
  • 9. 4. Enable embedding Enabling the “embed code” will allow others to easily share your video. This is particularly useful for Social Media sharing such as Facebook or Twitter. You can also add an annotation to your video to Encourages Sharing encourage people to embed the video to their website E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 9
  • 10. 5. Upload Subtitles/Captions Adding captions to your video will: User friendly options • Allows Google to understand what the video contains • Allows users from other countries to understand your video content • Allows users with hearing disadvantages to understand your video content E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 10
  • 11. 6. Increase interactivity Within the contents of the video you can also encourage people to comment, like, share and interact. This will also increase your chances of getting listed in YouTube’s most viewed, discussed, liked, trending and favourited. Increase interactivity: • Adding annotations to link to other videos Call to action on your page • Adding annotations to encourage subscribers to sign up • Add video responses to appropriate videos • Post bulletins to alert friends and subscribers to new videos and announcements Link to Videos E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 11
  • 12. 7. Compelling Content Ensure that your content is true to the title. • Conflicting or misleading content will mean users are inclined to dislike your video. • Ensure that your video and sound quality is user friendly. • Take advantage of the High Definition option so your viewers have a better experience. E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 12
  • 13. 8. Promote and Promote Again Leverage your social media platforms and distribute your YouTube video and YouTube channel throughout your website, blog, social media pages. Tweet It! Share It! Blog It! Like It! Tell your friends and colleagues to do the same! E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 13
  • 14. www.ewebmarketing.com.au Call 1300 785 122 Sydney Office Ph: (02) 9438 5633 Level 2, 20 Chandos Street Fax: (02) 9436 0081 St Leonards 2065 NSW Australia support@ewebmarketing.com.au E-Web Marketing Level 2, 20 Chandos Street, St Leonards 2065, NSW Australia Ph: (02) 9438 5633 Fax: (02) 9436 0081 Online: www. ewebmarketing.com.au 14