YouTube Optimization

Author: Matt Commins & Alan Rothstein

As with most people in the Search Marketing industry, I’ve watched many of Matt Cutts’ whiteboard sessions. Not only does he cover an array of different topics, the content is easy to consume. The breath of unique content and the ease of how that content is consumed is the primary reason why YouTube has become the second-largest search engine. As YouTube continues to grow it’s becoming more important

YouTube’s Individual Video Ranking Algorithm exposed

Based on our experiences, testing and observations we ranked (below) the top 32 variables that are most correlated to achieving higher rankings in YouTube. The variables are ranked on a Factor of 100 where 100 is the highest correlation.

Engagement is the Key

Two weeks ago the Official YouTube Partners and Creators Blog announced watch time or how long users watch a video replaced view count in the YouTube algorithm. Surprised is not a response an internet marketer should have after learning this news. Google’s primary concern is creating the best user experience possible and what’s the best way to measure that? Through engagement metrics. The takeaway is mapping the most appropriate keywords to your videos.

A couple of weeks ago I bought a board called Bang!. Upon reading the rules I was confused by some ambiguities so I went online to look for clarification. I clicked on the fourth result because the description best matched my search query. After watching 2 minutes the video discussed one rule and proceeded to be about the players playing the game so I stopped watching and searched again.

Channel Creation

Like the home page of a website, the channel for your videos is extremely important to creating/sustaining a brand image and therefore, should not be taken lightly. Similar to watch time being an important ranking factor for individual videos, overall channel watch times plays an important role in establishing the credibility of the channel, allowing the channel a bigger opportunity to rank higher in the SERPs.

Playlist Creation

Creating a playlist of multiple videos on the same topic is another way to present your videos and videos that are similar. It’s important to create a playlists people will find useful. Lastly, your video should always be located in the first position to increase engagement.

Video Replies

Another way to signal YouTube about the theme of your content is to post a “video reply” to other related videos. Like a blog comment, a video reply offers a response to the primary video. Unlike a blog comment, the video reply contains a full version of your video for the viewer to watch. Video replies give YouTube context as to what your video is about, and helps to get increased traffic. To do this, search YouTube for the exact keyword you want to rank on. Click on each video that comes up and post your new video as a “video reply” to the most relevant videos. Click on “ad comment” and choose “Create a video response.”

 

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