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