Over the last few months, an interesting trend has occurred on the world’s largest video sharing network and Google subsidiary, YouTube. While the primary ranking factor for YouTube search results used to be video view count, audience retention is now the most important component in determining a video’s position in the YouTube SERPs.
Why the Change?
Lately, Google’s been emphasizing quality and relevancy over quantity and this goes beyond universal search results. Major algorithm updates such as Penguin and Panda affected more than 3% of all search queries and were intended to improve the accuracy of results by delivering pages which were designed for the reader, not the robots.
Now, this focus on quality has made its way to YouTube and taken precedence over video views, which are counted regardless of the bounce rate from the page and content itself. Until recently, if a user watched less than ten seconds of a five minute-long video, that view (or lack thereof) was still counted and influenced its ranking. The move toward audience retention as a primary ranking factor helps to ensure that the video is more engaging and relevant, as the viewer is staying on the page for a majority of the video’s duration.
Creating Content with Audience Retention in Mind
Today, multimedia plays an integral role in a majority of successful marketing and advertising campaigns. With many businesses utilizing video as a promotional tool and YouTube as their primary (or only) hosting platform, it is important to understand how to get the most from that content.
When developing your own video content, ask yourself:
- “Would I want to watch this video?”
- “Do the titles/keyword/description accurately define the content itself?”
- “What can I do to improve this video?”
All content, whether it is text, video or otherwise, must be designed with quality in mind. In marketing, it is essential to not only raise awareness about your brand and increase its visibility, but to captivate your audience and motivate them to take a genuine interest in your products or service offerings.
While video content is a useful resource within marketing and advertising campaigns, it must be developed with a strong emphasis on quality in order to be truly effective.
What are you doing to get more value from your YouTube videos? Share your thoughts with me at email@example.com or leave a comment below!
As the Democratic National Convention begins with the Republican National Convention finished, social media will continue to keep people from across the country tuned in on the action. Regardless of what political party you support, with the use of social media those from all angles of the political spectrum can catch all the action, cast their opinion on speakers, reflect on current issues, and show support for their party.
Since social media took center stage in the 2008 Presidential election, it has become a viable means of connecting voters with candidates. Social media sites help improve campaign engagement by sparking online interest. This year, a sharp use of Twitter and YouTube during the RNC occurred, with an already expected high use of these sites to follow during the DNC.
Within the RNC’s three-day long period, over 4 million tweets posted with 14,743 tweets popping up per minute. This is a drastic increase in comparison to the 2008 convention, in which only a mere 360,000 tweets were tweeted during the two week timespan of both conventions. This year’s trends included the official GOP hashtag of #GOP2012 with the hashtag #RNC also highly used. While the DNC occurs, users can expect to see the official Democratic hashtag of #DNC2012, as well as #DNC to trend. While listening to speakers, Twitter users can reflect on speeches, argue their points on issues discussed, and you can expect to see a lot of quotes by Presidential candidates and speakers.
YouTube pages are especially hot spots for social media users to watch and stay tuned in on convention activities. This year’s RNC saw more than 2.5 million YouTube views, with over 300,000 hours of video streaming, and a view time of more than 30 minutes. In addition to listening to speakers, YouTube offers infographics and social data to keep online audiences informed of the latest numbers.
Regardless of what social media site you’re on, you can expect the conventions to be a highlight, especially with the 2012 Presidential election rolling around the corner.
Are you a real estate professional looking to gain more customers? If so, then you better get started on joining social media sites.
With real estate professionals on a constant search to find the best method of reaching potential home buyers or sellers, social networking has become the new outlet for reaching audiences with 84% of real estate agents utilizing social media. The real estate industry is actually taking the lead in the category of small businesses that use social media.
When asked which social media site they are using, 79% responded with Facebook. It’s no wonder, though, since this social media site is favored among all and provides various features for businesses to take advantage of. Twitter stood as the second most used social media site with 48% of real estate professionals using it. LinkedIn came in third with 29% of real estate professionals using the professional network. Other social media sites included WordPress (15%), YouTube (12%), Blogger (5%) and Flickr (4%).
If you’re not of the 12% with a YouTube account to provide customers with a video, now is the time to create one since 73% of homeowners are more likely to list with a realtor who providers a video. Results also showed that after viewing a home online, 45% of online audiences walked through a home, 29% located a local agent and 21% drove by or viewed the home.
For those who stay current with the latest in mobile phones and apps, the Realtor.com app, which allows those looking to buy to view home listings, has users spending an estimated 16 minutes on the app and over 20,000 property listings are viewed each hour.
While some professionals may find using social media to be far from what they are used to when reaching audiences, 55% of real estate professionals said they feel comfortable, 26% said somewhat comfortable, and only 10% said uncomfortable.
Now is the time for real estate professionals to get involved in social media and reach their audience.
When new venues for internet advertising go live, every online marketing firm and PPC company takes note. Just a few days ago, Google announced the launch of its AdWords for Video program which it claims places more ad control into the hands of small and medium-sized businesses (SMB). Putting its money where its mouth is, the company is also giving potential SMB clients an incentive in the form of over $50 million in account funds to new AdWords registers. Those companies that sign up for AdWords for Video will be working with a free $75 in ad credits from which to drive their PPC campaigns.
Of course, the prospect of free money and a strong marketing venue is sure to entice any company. In addition to the Google-fueled fiscal motivation, there is also an ease of use that comes with the new AdWords for Video system. Companies that already have existing videos in their YouTube channel can simply select these clips to become the video ad for their PPC campaign. Targeting an appropriate audience is also made surprisingly straightforward through the setup process. Google has also created a very simple step-by-step video guide for AdWords for Video to help get SMB owners started.
Getting the Most out of the new Video Advertising Program
Besides familiarizing themselves with the ins and outs of the system, SMB owners will also want to brush up on their pay per click knowledge and practices before committing any considerable effort to AdWords for Video. At its core, the new video marketing program operates similarly to existing PPC programs from networks such as Microsoft adCenter and Google AdWords proper. As such, there are a number of steps one should take prior to getting started:
- Always take the time to seek out trending or popular keywords that may be relevant to your business. Knowing what terms your potential audience is looking for will help you improve your PPC’s click-through rate dramatically.
- Determine what sort of budget you will be working with well before you set up your ad campaign. YouTube’s TrueView Pricing system ensures that you will only be paying cost per click when site users actually sit through the bulk of your video advertisement. This helps keep the cost of video PPC campaigning manageable.
- Direct your efforts on the right networks. While Google for AdWords Video allows you to select the full range of websites and Google properties for your campaign, focusing your ads on fewer networks will keep costs down and ads consolidated. This means that you’ll show up more often to users on a particular network than if you simply selected all possible markets for maximum exposure.
While the new YouTube advertising system is still in its infancy, there’s plenty of potential already available for would-be PPC campaigners. Should any small business owners have any additional questions or would like some advice on their PPC efforts, I can be reached at firstname.lastname@example.org.
Attention, health care providers. If you’re looking to attract an online audience, then it’s essential that you start providing information about health care and your practice through social media.
While social media has become the primary news source for many, it has especially become a main news source for online audiences to obtain health care related information.
Results from a PwC Health Research Institute survey found that 33% of U.S. consumers use social media to obtain and share health care information. Social media outlets used to find medical information included YouTube, Facebook and Twitter. The survey also found that 90% of the respondents, ages 18 to 24, said they would trust medical information shared by others on social media networks.
And social media isn’t just a source for web audiences to learn and share information as results found that roughly 41% of respondents use social media help determine which doctor or hospital to use. In addition, 34% said that the information provided on social media sites impacts their decision as to whether or not to take a certain medication.
Also, while respondents stated that they use social media sites to share their own health story including symptoms, treatments and doctors, the survey found that an individual’s health status played a role in sharing information. Those in better health were more likely to share information on social media sites.
If you’re a health care provider looking to engage more with customers, social media networks are the perfect outlet for you to find out what customers are eager to know and provide them with the latest information regarding health statuses, symptoms, treatments and medications.
Also, social media sites are a great promotional tool as you can provide information about your own practice and your experience working in health care, and share the latest news regarding the particular health care field you work in. Social media sites are free, easy to use, and highly popular. Also, information on social media sites spreads quickly allowing you to reach an audience fast.
Google’s Matt Cutts addressed this question on the Google Webmaster Help YouTube channel in early August, to clarify that SEO is not spam. Cutts states that optimizing a webpage through white-hat, ethical tactics, is a strategic tactic to enhance the visibility of a website on search engines. The search engine optimization industry has unfortunately been under some scrutiny as black-hat SEO firms have emerged and lead to question of the integrity of the industry.
Cutts further explains that there is an enormous amount of benefits with optimizing a website. Keywords, Meta Tags, H1 Title Tags, Back linking, and page load speed are just some of the ways that sites can be optimized to create a unique user experience.
WebiMax, the well-regarded leader in SEO services, practices white-hat SEO tactics that are highly ethical and endorsed by major search engines Google, Bing, Yahoo! and others.
The WebiMax SEO Code of Ethics:
- Our business operations adheres to all laws and regulations set forth by the agency(ies) of the United States and International Governments for business, cyber and internet regulation.
- We treat each and every client as if we are consulting our own brand and the brands of our own team members.
- We never put the clients business or brand reputation at risk when working to improve the clients rating by finding disreputable or “black hat” methods.
- We adhere to the conventions as specified by the various search engines and directories we use.
- We act in good faith when consulting and giving direction to our clients, first and foremost committed to the well-being of their firm, and in line with their organizational objectives.
- We maintain complete confidentially about our clients and their information as it relates to their business operations and their SEO results.
- We adhere to a “non-competition” clause in that we will not contract with competing firms within the same geographic industry.
- We never practice dishonorable means of achieving a higher search engine rating including using linkfarms, hidden links and text, copied content, unauthorized software, doorway pages, or plagiarism.