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 firstname.lastname@example.org or leave a comment below!
Last night, I had the opportunity to speak at the fourth Agile SEO – South Jersey Meetup of 2012 at the WebiMax HQ in Mt. Laurel, NJ and thanks to the great audience and my fellow presenters, Ryan Buddenhagen, Chris Countey and Bill Slawski (who offered a thorough SEO audit to one of our attendees), it’s safe to say that this was one of our best meetups yet!
My presentation, entitled, “Future Shock: How Rich Content & Public Relations Will Change Online Marketing” offered a glimpse into two key components of emerging digital marketing strategies. The increase of both video and PR within Internet marketing campaigns and greater consumer interest in those services has put them on the radar of many SEO developers and will help solidify their position in the industry. Additionally, the authoritative backlinks within press releases and online news articles and the ever-increasing prevalence of video packs within universal search results are making them less esoteric to traditional SEO developers.
The Role of Video
Although I’m definitely not the first guy in the digital marketing industry to support the use of video as a marketing tool, but I do stand firmly behind its value as a resource to business owners looking to enhance their visibility. In my presentation, I discussed YouTube’s growing presence on the Web and how Google’s AdWords for Video has heavily been promoted as of late. At this point, the value of rich content is virtually immeasurable and every business should utilize video marketing and advertising online in order to create a stronger brand identity and captivate the attention of a larger consumer base.
Public Relations in SEO
I introduced the topic of PR during my presentation, but Ryan really elaborated on the subject and explained how it integrates flawlessly into many SEO campaigns. By issuing media pitches and press release which utilize important keywords, brand names and key figures within the company, it’s possible to achieve backlink placement on high-quality, relevant and authoritative sites. Beyond that, PR provides credibility to brands and individuals within those companies, as well.
The Site Analysis with Bill Slawski & Chris Countey
Watching Chris and Bill put their expertise to use during the SEO analysis they performed was a great learning experience for me and virtually everyone else in attendance. Even to the most knowledgeable SEO tacticians, Chris and Bill offered very useful insights into the process of determining a page’s SEO performance.
All-in-all, last night’s Agile SEO Meetup was an entertaining, informative experience and I can’t wait to see what our host Chris has in store next month. Stay tuned!
View the full presentation from last night’s meetup on SlideShare here and as always, feel free to reach out to me via email: email@example.com or on Twitter @brwebimax with any questions or comments!
On Wednesday night at the first ever Agile SEO meetup hosted by WebiMax’s own Chris Countey, I delivered a presentation regarding the value of rich content and its place in the future of online marketing. I discussed the growth of video on the Web and how it has gradually become a more powerful marketing tool for those who properly utilize it. However, the development of a successful digital video marketing campaign is a complex and involved process that may seem daunting to some. In fact, following my presentation, several attendees approached me with questions and concerns about the video production process. I’ve designed the following guide as both a response to those Agile SEO attendees and to help those not present at the meetup to better understand the value of rich content in online marketing.
Arguably, the greatest challenge of any marketing campaign is the initial development process. Determining the best course of action to maximize visibility and enhance revenue can be difficult and this holds true in relation to video SEO campaigns, as well. The planning or “pre-production” phase is the logical starting point for rich content creators. The pre-production process involves developing a script or an outline of the video itself and evaluating the budget and anticipated timeframe for completion. Pre-production is a crucial part of video development and should never be overlooked, even by the most experienced video producers.
The Production & Post-Production Process
Once the video is planned, production can begin. This process includes recording or otherwise generating all of the content to be featured within the video. After the content is created, it is then edited (if necessary) and uploaded to YouTube, Vimeo, DailyMotion, Tout or a number of other popular video sharing websites in the “post-production” phase.
Optimizing Rich Content
Just like web pages, videos can also be optimized to increase their visibility in the SERPs and throughout social media. Creating original, relevant titles, descriptions and keywords for videos as well as enhancing social engagement are the cornerstones of the video optimization process.
Video viewership will continue to rise online in the years as the accessibility and quality of rich content on the Web increases. Going forward, video SEO will not only become a more significant element of digital marketing campaigns, but a crucial factor in achieving greater overall brand awareness online.
Each year, more businesses are adopting social media marketing strategies to enhance their traditional, offline marketing efforts. The overall reach of social networks is impressive, with the combined user base of Facebook, Twitter and Google+ accounting for about 1/7 of the world’s entire population. However, the vast scope of social media has left some business owners concerned about being “lost in the shuffle” and struggling to attain discernable visibility.
One important element to gaining recognition and visibility in the social space and within the SERPs is relevance. The term “relevance” goes beyond merely generating on-page content and keywords that are in line with a page’s general theme or context. Researching trends in social media and discovering ways to relate those trends to a brand’s offerings is one of the most effective ways to maximize the value of social media marketing and enhance brand awareness online.
Last week, fellow WebiMax.com Blog contributor and VP of Marketing & Digital Strategy, Todd Bailey, appeared on FOX News to discuss the hot topic of Penn State and how the university can repair its online reputation. Additionally, he wrote a follow-up blog post and hosted a video News Update further detailing the situation and possible long-term reputation management solutions for PSU. By relating a trending news topic to one of his areas of expertise, Todd was able to gain considerable visibility for his knowledge of reputation management and its application to a widely known issue.
Creating pertinent content not only positively affects organic search rankings and social engagement, but it is a crucial component of building brand awareness and establishing brand personality. With the roles of P.R., rich content and social media becoming substantially larger in online marketing initiatives, businesses should expect to see significantly increased value in generating high-quality, original content from trending topics.