2

• 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 FoundationEnsure 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

Channel Icon

Main marketing

image

Used across

YouTube

Appears in

different sizes

Channel IconSquare, Hi-res image,

800px by 800px

Avoid Text

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

YouTubeImportant! Can include competitors

• Can choose to disable

15

16

Top Tip 2: Curating Content for your AudiencesHow 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

18

Image Source: misterbrony.deviantart.com

Two ViewsTailor for subscribers vs. non-subscribers

19

20

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

24

Playlists

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

27

28

Top Tip 3: Channel PersonalizationLeveraging 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

30

Examples

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

33

34

Top Tip 4: Channel AnalyticsAssess 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

41

42

43

http://www.linkedin.com/in/purnavirji

https://twitter.com/purnavirji

Read More At:http://searchenginewatch.com/author/2499/purna-virji