How to Optimize and Market Your YouTube Business Channel

Jonathan Edward Goodman

by Jonathan Goodman on April 25, 2014

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about how to optimize and market your YouTube Business Channel. I’ve got a great presentation for you today. It might run a little bit long, but we’ll break it up into segments later in the show. Let’s get right to it.

Slide 1: YouTube Business Channel Marketing and Optimizing

We’ve already discussed how to build out your YouTube Business Channel. Now we’re going to look at the elements that will help you to optimize get into the search engines and gain a larger audience.

Slide 2: Quote: Remember, when you go to YouTube, you do a search

This is a great quote from Eric Schmidt, executive chairman of Google: “Remember, when you go to YouTube, you do a search and when you go to Google you do a search. As we get the search integrated between YouTube and Google, which we’re working on, it will drive a lot of traffic into both places. So the trick, overall, is generating more searches, more uses of Google.”

Slide 3: Optimization Meta Data Elements for SEO

Let’s start with optimization. We’re going to talk about the meta data elements for SEO.

Slide 4: Title

First the title. Don’t exceed 70 characters, including keywords. This is the maximum number of characters allowed in a Google Title Result. For those of you who are watching the video, we’re going to switch back and forth between the presentation and the video element. Here is the channel trailer that I’ve created previously. We’re going to break this down and show you what the elements are on this page, so that you understand how it ties into what we’re talking about. Right here, is the title description. Let’s go back to the presentation.

Slide 5: Description

Don’t exceed 350 words. A max description is 250 words, which is a lot of content. The first 160 characters should be very descriptive and include keywords. You don’t want to keyword stuff, but it should be informative and it should have a lot of the critical information right in that first 160 characters. That’s because when Google is putting things into the search engines, they take that first snippet of 160 characters. Think about your description like a large newspaper. The way that the Washington Post or the New York Times writes is that the first two paragraphs give you the summary. Then it goes into details and includes quotes. Then it summarizes again, giving perspective on the future. So when you write your description, you really want the first sentence and really the first paragraph to be a summary of what viewers should expect to see in the entire video.

Do you see down here? This is critically important. This should go into every video description that you have. This describes who I am, the company that I run, the website URL for the company, my Facebook Fan Page link, my Twitter link for the company and the Google+ for me. This is all very informative and descriptive. So anybody who is looking to get more information about you will have the ability right there to click through.

Slide 6: Embedding

Embedding allows anybody looking at your video to easily share the content. An embedded video on someone else’s website is like a backlink to the search engines. We’re going to switch here again and show you where that is. Here we have in advanced settings “allow embedding.” It says: “Allow others to embed video in their sites.” So now the best way of doing this is right there. Clicking on that. It proves your content is important. So people will be able to put it onto the homepage of their blog. They’ll be able to add it into articles that they’re writing. Really important stuff.

Slide 7: Category

When you’re figuring out what category to choose because you must choose a category, I would recommend two things. First, go ahead and select whatever you think is the best option for you, but I would say look at who you’re trying to emulate or who is your competitor and see what they’re choosing as their category. The other thing is to mix it up. For me, I put some of the stuff in Science and Technology. I put some of the stuff into Howto. These tend to the two categories that I’m putting content into. I might at some point try Education. You’ll see the various categories: Autos & Vehicles. Comedy. Education. Entertainment. File & Animation. Gaming. Howto & Style. Music. News & Politics. Nonprofits & Activism. People & Blogs. Pets & Animals. Science & Technology. Sports. Travel & Events. So your content might be related to the category that you’re choosing.

Slide 8: Thumbnail

Then you want to select a thumbnail. Now YouTube gives you three thumbnails right here. You see that this is a very short video, so I didn’t really get the opportunity to have a lot of stuff going on. When you’re doing a longer video, obviously you have the ability to then get different images that YouTube will choose. The other alternative is that you can do a custom thumbnail with a max of 2 MB. So if you don’t like any of this stuff that you’re seeing them choose, you can do what I do. What I generally do is I select one with either my face or a product display or a high-contrast image, like you’ll see in the one that I recently did. The Howto. That actually has the Douglas Adams two thumbs up planet. Very high-contrast image. It’s green with a black background. That was a good slide, so they choose that slide and I was able to select that. But sometimes, like in this case, there’s really not much to select. So you’ve got to go ahead and create your own.

Slide 9: Tags

You have ten keywords. You could stuff it with as many keywords as you wanted, but the suggested number is 10 keywords. YouTube will suggest some terms. When you’re in that box and you’re looking at filling out that information, they will also say what they’re suggesting. So what do we have here? I have ten keywords. Internet Marketing. Podcast. SEO. Search Engine Optimization. Halyard Consulting. Goggle. New Jersey. Schema. Social Media. Analytics. Helpout. So I actually have 11 keywords. Ten keywords is generally what Goggle is going to take. Down here in the suggested tags, they’re suggesting that I include online advertising within the website category, the Internet was an issue. Marketing within industry. Digital marketing within website category. And Google search within website. Now with this video that I did, I’m pretty happy. I’m not going to start changing these things around. But at the same time, a lot of the videos that I do, I know that Goggle is going to make a couple of suggestions that will actually help place my video in search for specific keywords like that.

Slide 10: YouTube Keyword Tool

There’s also the YouTube suggest tool, which is very important if you’re really not sure what words to use. So very easily, you can go to https://www.youtube.com/keyword_tool. Many of us know this from AdWords. It will bring up a Google keyword suggest tool. It’s almost identical. It’s just running on YouTube. What you can see there is I entered obviously in English and the United States. Here is English. Here’s United States. I entered the word “Batman.” It might be a little hard for you to see what YouTube came back with so I’ll read it to you. “Batman. Lego Batman. Batman Arkham City. Batman Arkham Asylum. Batman Arkam Origins. Batman Beyond. Batman Begins. Batman III.” Those are all keywords that are very interesting because that’s saying that in YouTube, many people are actually searching on these keywords. And possibly many people have used these keywords within YouTube for their videos. So if you’re working on something specific, let’s say, today is Easter. I’m filming this on Sunday. And you’ve filmed part of the sermon from your church, you can put that up there. You would type in Easter and see all the different keywords that might come in. It might be Easter Bunny. Easter Egg Hunts. That sort of thing. Then you have the religious side. There’s a lot of elements. But this helps you formulate an idea as to how you want to keyword in your video.

Slide 11: Captions
Captions improve Search Optimization. Let’s talk about where they are in all of this. In the video section, you go up here to Captions. You can see that for this one I did not add any captions, so we’re going to select another video that I did put captions to. Let’s go to How to Create a Business YouTube Channel. And we’ll go to Captions. Obviously, I have all of my videos transcribed. What Google will do is they will do an automatic caption that I’ve now gone in. Let’s see, the track list is…this is theirs I believe. It is very close, right? They did a fairly good job. I just like to have control over which one is going to be seen. There are multiple reasons why you need to do this. It improves Search Optimization. Let’s see, if I run this right now. Hopefully, we won’t get a lot of feedback I’m going to lower the audio. And you see that the captions come in as I’m talking. Not necessarily syncing up perfectly, but it does help somebody who either needs assistance hearing or dealing with devices that don’t have sound in them. Those are the people who you want to caption for. If you don’t have captions available, it could pull in YouTube’s, which is a little funky. They’re not really good at doing all that. So I get all my videos transcribed. And then I pour it back into that caption. And they match it up pretty well. So it’s going to improve Search Optimization because there’s text now affiliated with the video. Google has a very hard time understanding what a video is because there’s really no technology that can tell them what is in a mp4 file that could then be used for the Google search. So instead, when you transcribe, it’s able to then match up content to the information provided in the video. It will rank higher because YouTube sees this in multiple formats. They’re looking for that, so when you’re doing a search for How to Create a YouTube Business Channel and I wind up being the only person who’s actually taken the time to transcribe, that will put me higher in the search within YouTube. So it benefits Google and it benefits YouTube. Obviously, it effects those who have trouble hearing as I said or may be on a device without speakers or they’re not able to use the sound. Maybe they’re located somewhere that they can’t really use the sound or they can’t hear well, so they turn on closed caption. They’re able to read it.

It also helps with accents. I’m currently watching “Turn” on AMC. I’m a big fan of Jamie Bell. I love his work. And I like the Revolutionary War. I think it’s really fascinating. He’s playing an American. He’s really British, so he has an American accent, which is a little rough because they’re doing the old style anyway. You have the British. You also have the Scot. And everyone has very thick accents. So I’m watching the first 15 minutes of the first episode and I said, ‘I’m enjoying this, but I think I would enjoy it better with closed captions on.’ A lot of times we think the only people who use closed caption are people who can’t hear. Well, actually, when you’re watching a foreign show or an American show that has very thick accents, closed caption actually helps. Sometimes people are whispering and I can’t hear that. So it’s better just to have the dialogue in there. In fact this last episode that we watched had some muddled sentences and it was whispering and I couldn’t really understand it, but it was very clear on the closed caption. They were talking about Guy Fawkes Day. I was like, Oh, it makes sense that the people on the horses were wearing masks to look familiar. Now I would have missed that totally regardless of the accents because of the fact that he was whispering. They don’t do that kind of loud whisper anymore. They do a real whisper, so you kind of have to pay attention. So closed caption is really good.

Now sometimes YouTube will add it. As you saw, there were multiple choices there for my edition and YouTube’s edition, so it’s nice that they felt that they were able to go in and transcribe. But the transcription is really not great and you don’t want to rely on that. If you have the funds and you’re running a 40-minute show like this, it does help to transcribe it.

Slide 12: Audience Building

Let’s talk about audience building. We want to keep the user engaged.

Slide 13: Annotations

So there’s annotations, which add interactive elements to the video. I’ll show you where you can do that. Let’s go up here. We have Annotations right here. So if I wanted to…and I’ll do it now. We don’t want to play this, but let’s say right there. Whatever I’m talking about, I add a speech bubble and I say “We are talking about Halyard Consulting. Why don’t you visit us at www.halyardconsulting.com.” And I put in the link there. I can run it for…..I want to run it for 7 minutes. So if we backup a little, it’s gone. I’m going to mute this so that we don’t have to listen to it. So here I am. I’m chatting, I’m talking. We’re just going to move this ahead a little bit. Here I am, I’m chatting. And now you see down here it’s getting even closer and when we get to this point, that is going to pop up. And I can run this throughout the entire thing. I can put in different annotations. So it really helps. Two seconds here. I don’t want to spend that much time on this. But you could use this for….choose your own adventure where you stop the screen and you say what decision should they make? And they click that. So you have this right here and it goes in and it will eventually when we go forward. And you can do a link. You can add different elements. See, it’s staying up there right now. So that’s how we do that. You can link to other relevant videos, so I could put in an image. I can’t use that for a speech bubble, but I can add in a spotlight. I can put in a title. I can put in a note. And then interactions. And you can do Call-to-Actions for sharing and commenting. So we’re going to get out there so we don’t save that.

Slide 14: Main Channel Page

Now we come back to the main channel. And in the main channel what we’re going to see are three important areas. Channel Trailer, Playlist Sections and Featured Channels.

Slide 15: Channel Trailer

So channel trailer is what I was working on in the beginning. I’m wearing a similar shirt to what I wore when I filmed that. The channel trailer video plays when a non-subscriber lands on the channel. It tells the visitor what the site is about, why they should subscribe and suggests videos. So I’m a subscriber. You’re probably a subscriber to my YouTube channel. If you’re not, go subscribe. But somebody who is not a subscriber and winds up on my channel page will see that introductory video that will say, hey, this is what the channel is about. This is what the page is about. And this is where you can subscribe. And I appreciate that.

Slide 16: Playlists

Then you have Playlists, which is underneath right over here. So with Playlist, you can group by topic, Keyword Focus, anything like that. All this is to keep the viewer engaged. Playlist Descriptions allows for 5,000 words. That’s a huge amount. It’s like a chapter in a book. You can put a tremendous amount of detail into these descriptions. Playlists can rank in search engines themselves. So not only does the video rank, but you’re also going to have the Playlists themselves ranking. Automatically continues to the next video. It improves page time and time on site.  So you’ve got all of these videos in these playlists. What I’m thinking about doing and we’ll talk about this a little bit later in the episode. I decide that my average time on site and we’ll talk about that in a second, is 5 minutes. I run a 45-minute podcast or videocast like this. Maybe what I should be doing is segmenting them into 5-minute segments. Well, you take 5-minute segments of 45 minutes worth of material and you put that into a playlist and it actually plays like it’s the entire show itself. And at the end of the playlist, you can also have the entire show. So somebody who is watching it is going to watch all of those different 5 minutes if they’re intrigued, if they’re interested. And it keeps them engaged. So now you’ve got all these videos. Now you’re compounding the number of videos you have in your channel, right? You have the 45-minutes one, then you have the segmented 5-minutes ones plus you have the Playlists. That’s a lot of videos that you’ve just created out of one 45-minute video. Not only do you put the description into the playlist, but each of those videos has a description. Of course, all of this takes a lot of time. You probably want to outsource this. I have no idea when I’m going to have time to do one of these, but it’s definitely something that I realize I need to do. And we’re going to show you why in a second.

Slide 17: Channel Background, Links, & Art

Not only do you have this little element here. That’s my photo. You have these links, so within this area, and I’ll show you where this is on the actual YouTube page. Here we go. We can go into here. Actually so this, we go all the way back to My Channel and here it is. So you can add a new channel icon, you can add a new channel art background. Now this channel art is complicated. And I’m actually looking for someone in my network to do a show specifically on channel art because the dimensions are much bigger than what we see here. Because they want it to meet large screens. They want it to fit all the way down to mobile, so you have to know where to position if you’re doing a logo. It’s not as simple as just slapping a logo in on 600 x 200. The dimensions are really significant. So we’re going to try to do a videocast on that specifically. You can edit the links. So right now, I have Facebook, Twitter, SoundCloud and LinkedIn. And I can just keep adding and adding. I can add my Google Channel if I wanted to. Actually Google Channel is automatically added, so that is right here. As long as you’re doing your links, it will add that in.

Slide 18: Future Tasks

Now a Future Task for me, I’ll be adding an intro and an outro to all of my videos. Because that first 5 seconds is so critical to the work that you do to keeping a user engaged that to add a little fun video, one of those computer-generated, swooshy things that brings in the logo and maybe my face. Those really keep the user engaged for that 5 seconds. You extend the amount of time. Maybe I want it to run for 10 seconds. Maybe it’s a 10-second intro. Whatever it might be. It keeps the user engaged because they want to get to what the actual element is. So now you’ve increased your 5 minutes to 5 minutes and 30 seconds. You’ve just added that and you’ve kept them engaged.

Slide 19: Analytics Numbers Dictate Strategy

Let’s talk about analytics for a second. To me, numbers dictate strategy. You can’t have a good strategy without understanding what your analytics are. And sometimes things change on a dime and you see something within the analytics that you realize you have to make a significant change. So when we’re looking at analytics here, we would go…let’s move over here back to the video manager. And we’re going to go to Analytics. I don’t want to go through all the Analytics, but I want to touch on a couple of important factors.

Slide 20: Watch Time

Watch Time. The question is watch time is significantly more important than views. So when YouTube started, they were taking just general analytics and just same as Google was. The number of visits to a page was incredibly important. So with YouTube, it was the number of views of a YouTube video. Well, that doesn’t really work out because I could push a million people to a video. I could hire thousands of people in India to click on my video and click off of it within seconds. Well, what’s more important is the amount of watch time that is done. So here’s a great statement from Google itself: “The algorithm for suggesting videos includes prioritizing videos that lead to a longer overall viewing session over those that receive more clicks.” You want to maximize engagement within the first 48 hours to increase your chance of it going viral.

Slide 21: Average View Duration

So let’s look at watch time. There’s a couple of different ways that we should look at this, but one of my favorite is average view duration. And we get that. Let’s make sure we pull up the right one. That’s not it. I’ve got it up over here. Let’s look at it over here. So average view duration. It right there says that 12% of my visitors are watching 4.56 minutes. So the average view duration is 4 minutes and 56 seconds. Let me go back on that 12% because that doesn’t sound right. It would hopefully be larger than 4 minutes and 56 seconds in order for it to be an average. But you can see on this element that we look at how to create a Business YouTube Channel, realize that all of these videos are 45 minutes. But average view duration for how to create a Business You Tube Channel: 3 minutes, 40 seconds.  Video Optimization with Danny Dover: 8 minutes, 30 seconds. Average percentage viewed. Oh, that’s what it is. Okay. I blanked for a second. 4 minutes, 56 seconds average percentage view is 12%. So those are two numbers that I could either significantly improve on, right? Because if I made every 45-minute video segmented into 5 minutes, well, now I’ve hit my average view duration. Somebody’s going to watch the entire video and the average percentage view could go all the way up to 100% because they’ve watched a 5-minute video. This is where analytics really comes in. So out of all these numbers, because How to Create a Business YouTube Channel is so….the number of minutes is double, almost triple that of the next most important one, well, most watched one, which is Danny Dover’s Video Optimization, we see that 3 minutes and 40 seconds is only being watched…we have a lot of people watching it, but they’re dropping off within 4 minutes. So that’s not good. This is important information that I want to get out there, so how do I get that out there? Again, we split that 45 minutes into 5-minute segments.

Slide 22: Playback Location Where Are Those Embedded Players Coming From?

Playback is like a backlink. We have to think of this as someone took the time to embed the player and I showed you how to make your player embeddable and they’re going in and they’re saying, I want to take this content and I want to put it up on my website or I want to put it up on Facebook or any of those areas. So they have to take the code. They have to do the embed code and put it into something. So that’s an action that they’re taking, right? Now what we want to see. So some are taking the YouTube watch page, some are taking embedded player on other websites and some are taking YouTube channel page. Really not too many. But most are YouTube watch page gets the most that people are taking from. So where are those embedded players coming from? Let’s switch back and you can see that they’re actually coming from Halyard. So I am, I take these embeds and I put them up onto Halyard. It’s great to know that I’ve got a lot of traction and a lot of traffic coming into halyardconsulting.com. There were, and this was just in the past month, there were 11 views, 38% watched, 82 minutes in total and the average view duration is 7 minutes and 24 seconds. So we’re almost doubled, close to, not quite, doubled the average amount viewed because somebody saw it on halyardconsulting.com, which means that the people who are going to Halyard Consulting already have a relationship with Halyard Consulting.

Slide 23: Embedded Players More Websites Linking & Embedding = Improved Ranking in Search

They are then watching it on the website, Halyard Consulting, and they are watching more of it than just the average viewer who is finding it on YouTube. GeekCast. We also put the transcription and the video up on GeekCast. Again, within a month, 4 people have watched it. But look at the average view during. It’s 8 minutes and 21 seconds. That’s a full minute longer than they were watching it on Halyard. So it’s all of this analytics that becomes critically important. Now look at this. So on the computer, 230 people watched the video on a computer. They watched 5 minutes and 7 seconds. That is 69% of all videos watched for that video. We’re talking about one specific video. 69% watched it on a computer.

Slide 24: Devices Mobile + Tablet = 31.6%, Whoa!!

But if you add mobile, tablet and TV together, that’s 31.6%. That’s nearly 40%. We are just etching out 40%. And if we had created this presentation two years ago, I assure you that mobile + TV + tablet would have been 10%. There’s such a move to mobile and tablet and away from the desktop that you can’t just work in a vacuum where you think that everybody is going to be viewing on their desktop. Sure, it’s entertainment. They want to take the time to watch this. Where are they going to watch it? They’re going to watch it on their tablet and on their mobile phone. Coming in and out of work. Whatever they might be doing. Cooking or whatever it might be. On their downtime, they’re on YouTube. They’re watching it. So I think that’s a critical number.

Slide 25: The Three P’s

Let’s talk about the three P’s for gaining an audience, whether it’s YouTube or whatever it might be. Patience, Persistence and Perseverance. Rome wasn’t built in a day! You need to stick to a schedule as best as you possibly can because here I am Easter Sunday. I thought I was going to do this Friday. This presentation was not ready. I wanted it to be good. I wanted it to be as perfect as it could be. And so, yes, do I want to do presentations on Friday? Most definitely. But next week I know that I can’t do Friday. Should I prepare something for Sunday? Maybe. Should I skip it totally? I wouldn’t do that too often because people if they’re interested in what you’re talking about are going to want to hear the next thing. You follow entertainment all the time. There are people that I follow. I’m interested in what they have to say every single week. You need to stick to a schedule. If that schedule is every day, it’s hard, but maybe you’ve built a channel and you’ve got tens of thousands of people and you’re making money with advertisement. Then do it every single day. But for most of us, we’re all working. We’ve all got to keep a schedule and try to do the best that we can. I would say if you think you can only do a video once every quarter, it’s going to take you a really, really long time to gain an audience. We’re trying to weekly. It’s still very difficult, but we try to push through. We try to make it as good content as possible. Because we know that we need to be patient with this. Look, a couple of weeks ago I started on this with YouTube. I didn’t have any followers. Now I have almost 100 followers. Hopefully, within a year I’ll have 1,000 followers. Hopefully before I’ll have 1,000 followers. But I’m not going to give up. I’m going to keep working at it, keep promoting it, be persistent at it and just persevere. Push through. You want to help answer questions, like I think I’m doing. I had a great conversation with somebody last week. They called me up. They had a couple of questions. I worked with them. They sent me an email. I have to respond to that now. I consider myself an expert. I work in a lot of different areas within Internet marketing. So there’s a lot of people that want to know a lot of things that I have in my brain. And answering those questions for individuals might be good, or it might be better to turn that into an actual video. So we’ll have to see.

Slide 26: Share Everywhere

And then, finally, promotion. Share this everywhere. Blog it. Tweet it. And if you don’t know those guys, Daft Punk, they have the song: “Work It.” Play it, work it, run it, jump it, whatever it might be. So I kind of created one that was blog it, tweet it, like it, email it, plus it, press release it. We have a very succinct formula here. We want to get the message out and push it through social media, push it through search engines and gain an audience. You have to do that. You can’t just think that all of a sudden thousands of people are going to appear magically. So you’ve got to have a succinct method of social media socialization.

So that’s about it. Please provide me with questions. I’d love to do a question and answer session and get that going. If you have any questions, you can contact us at halyardconsulting.com. I am trying to get to 1,000 subscribers. I am going to give $100 to the ASPCA as soon as I hit that thousand. It’s not really a challenge so much. I give them money all the time anyway, but this will be a special occasion. We’ll make a special announcement. Please subscribe and listen to my podcast. Thanks so much. Happy Easter. Have a great week.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

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