YouTube Boot Camp

Need a boot camp on YouTube marketing? Too lazy to read a whole book?

Here’s a four-part series featuring Greg Jarboe, author of “YouTube Marketing: an Hour a Day“<" and President of SEO-PR. Jarboe is joined by Mark Robertson, founder of the world’s leading online video marketing resource, The training course reveals “the secrets of YouTube video marketing.”

These four webcasts will provide marketers with “an in-depth review of the YouTube video marketing strategies and tactics that are essential for an effective YouTube video campaign.” It includes live sessions and recorded archives, presentations PDF’s and checklist templates.
To learn more, check this post on

Greg jarboe speaking

The Future of YouTube Using YouTube

Check out Tim Schmoyer’s new show with ReelSEO (Mark Robertson) on the subject of online video. I’m biased because I really, really like Tim and Mark… but you’ve got to admit the format is tasty. Rapid-fire delivery of important topics, like YouTube’s changes, TV networks online, and even! And he’s got BLOOPERS!

Tim plus ReelSEO is like peanut butter and chocolate, and the vlogger videoauthority promises to show us how to change our YouTube name without losing our subs and starting over. Hmmmm. Go sub.


Rethinking Social Video

Meet Grant Crowell, a writer for ReelSEO and one of the more social guys of the medium. He’s far better at interacting with his audience than I am, and he’s got some interesting perspectives on redefining “social video.” Check out his article from a few weeks ago (which I meant to share earlier).

Here’s Grant’s definition of “social video” (which isn’t the same as viral): Social video is the blending of video with human relationships for the co-creation of value.

I like it because it’s about “Value” not viral (most viral videos offer some value, but not all value videos go viral… and that’s okay). Here’s my two cents… consider four relationships:

1) The video creator with his/her current audience.
2) The video creator’s relationship with other creators/aggregators.
3) The OTHER creator/aggregator (like a blog owner or popular YouTuber) relationship with his/her audience.
4) The potential NEW relationship between creator (1) and the audience of creator/aggregator #2.
  • The first relationship requires interacting with the audience, and nourishing it. They may well share your video for you.
  • The second relationship is probably a more direct/frequent one. Sometimes they’ll share your stuff because they find it, but nurturing a relationship with them can help. For instance, I shared Grant’s presentation here because Grant keeps in touch… and gives me little crap when I’m not responsive (and still doesn’t give up on me).
  • Finally, the original creator should ensure his/her video invites the NEW audience to join. That’s often missing in viral videos, where incremental views do little to provide the viral creator with a new sustainable audience.
So consider how you, creator, relate not just to your existing audience, but other influencers who have audiences (one-to-one). Do you spam them, or send them select content that may interest their audience. Do you beg for a “shout out” or do you offer them content & ideas that they’ll want to share? Do you stay in touch?
Second, be sure your content invites “noobs” to join you… tell them why rather than plead for a sub.
My two cents.

Clueless Author Reveals Online-Video Secrets

So I do this interview at Blogworld not realizing it’s friggin’ Mark Robertson of REELSEO that’s interviewing me. Since the question of video SEO comes up, I mention Mark during the interview, referring to him as the authority on video search-engine optimization… after all he helped with the chapter on video SEO in “Beyond Viral.” Then the interviewer smiles, says “yeah that Mark knows his stuff,” and turns his name badge around. So yeah, I have one of those Alzheimer’s moments where I realize I’m talking about Mark TO Mark. To make matters worse, the camera man was Daisy Whitney’s husband, who I had dinner with before. Missed that too. Jeremy Scott interviewed me via phone… he’s a hoot. So I’m going to remember him as long as… I can.

I’m lucky I remember my kids names. All three of them. Wait- four.

Getting Your Videos to Rank High on Google

I just spoke with the Guru of Video SEO, Mark Robertson, to get some input on my chapter on video SEO (for “Beyond Viral Video”). I don’t think I succeeded on convincing him to just write the chapter (with credit, of course), but he’s been very generous with his insights. He’s got the smack daddy of resources on this subject, and had an answer for every questions I could ask.

I’ve obsessed with using YouTube as the fast-track to Google results, but Mark reminds me that it’s only one part of the puzzle. Equally important, perhaps, is ensuring that video content on your own website ranks high, and that it displays thumbnails you create. This is especially true if you’re trying to sell something (versus drive awareness). We already know that YouTubers don’t leave YouTube easily.

I’m still keen on brands (and creators and bloggers) getting content on YouTube because it’s the dominant video site, and more searches occur on YouTube than Yahoo or MSN. But that doesn’t mean we give up trying to optimize video on our own little desert-island websites.

My key take away from the call with Mark: While it’s easier to optimize your content using YouTube, most people would prefer to have the results display their own website. So your focus depends on who you are:

  • Small businesses or bloggers that lack a well-indexed website and technical resources: you’re much better off getting your videos found on Google by using YouTube.
  • Large brands are wise to concurrently upload video content to YouTube and their own site. It can’t hurt (at least in the near term it’s unlikely you’d be penalized for repetitive content).
  • Any sophisticated website should deploy Mark’s best-practices to ensure the site is SEO’d for video. The structure of the site has to make it easy for Google. And you generally don’t want to embed a YouTube video on your site, because that just makes it more likely for the YouTube URL to show up (instead of your own site, if that’s important).

Benjamin Wayne, SearchEngineWatch, published some good questions to ask your agency (or video platform provider, or technical geek) to ensure your videos aren’t invisible:

  • Will you index both my video permalink pages and the videos themselves?
  • Will links point back to my site, or will they drive traffic to pages hosted by the video platform provider?
  • How often will feeds be updated?
  • In which search engines will my results appear?
  • Do you still live with your mom? (okay I added that one)
  • How will I be able to track click-through and ROI?

Want to see what your eye might be doing as you search content on Google? Check it out:

Getting Your Video to Top of Google Ranking (fart)

I met recently with Steve Rubel, who Business Week once called “the all-knowing thumper in a forrest of bambinos.” He’s dumped his Micropersuasion, but still posts on

Steve asked me what I knew about video and SEO, and prompted this succinct 101-post on “how to use online-video to crawl your way to the top of Google rankings.” As I’ve reminded you before, YouTube is the second most important search engine, and YouTube videos get a strong advantage on Google. When you search a term, and see a video thumbnail someone’s done their homework.

Mark Robertson is the authoritative voice on video SEO, and his blog (ReelSEO) is a must-read. His post “SEO for Video” is essential reading.

I’m less savvy than Mark or other SEO/SEM experts, but I am a marketer who spends many waking hours trying to get my YouTube videos more views. Here’s ReelSEO’s Jeremy Scott’s piece about my previous “inside” scoops on YouTube and search (and his clever retort of my assertion that online-video will trump social media).

Sure you can buy text ads surrounding these Google searches, but they will burn through a budget fas. Furthermore, searchers usually jump to the “organic” or “natural” results that aren’t in yellow. Google eye-tracking charts have proven that, and undisclosed eye-charts of YouTube show that the primary navigation attracts eyes to that coveted search field. I’m not suggesting “either/or.” You want to appear for key searches anyway you can… even if you’re buying ads on searches that you already organically dominate. I have fought this logic, but the text ads for your brand name usually yield the highest-quality traffic (even if they MIGHT have found you without the ads).

Your thumbnail in the red area is worth more than text ads

Now some fresh tips and secrets for helping your video content rise on Google results, where you are exponentially more likely to be discovered by curious prospects.

1) Put Your Video in Places Easy for Search ‘Spiders” to Find. Your video content is either on YouTube or it’s hiding. Google’s automatic “spiders” dig routinely through your site, but don’t make them work too hard. If you have videos streaming on Quicktime on your website, then don’t expect them to get discovered easily (especially if they’re buried deep). Start posting on YouTube, then use TubeMogul to go more broadly (a free tool that distributes videos to dozens of existing online-video accounts, as long as you have accounts on them). I have asked TubeMogul’s CEO (Brett Wilson) to allow video publishers to vary keyword tags by site; currently you tag your video the same for all sites, which doesn’t allow you to experiment and hedge bets. That will increase odds of “Mother Google” blessing you with first-page result for niche terms. Again, if your video is on your brand site it might as well be in a file cabinet.
2) Oddly, Metadata Still Works. Metadata includes the title, description and keywords that search engines can use to find your content. Be selective, and go for targeted terms. Don’t try “digital camera,” but something more narrow like “how to buy cheap video cameras.” Then be consistent with your title, first words of your description, and the keywords. This can be challenging, because viewers like short irresistible titles… but spiders will index based on common search terms or phrases.
3) Engagement Matters. A well-viewed, top rated, commented, favorited video is going to work MUCH better than one you post solo. That’s why the YouTube stars (already popular amateurs or pros) have an edge on the rest. Their active fan following moves them to top of most-viewed videos, and makes them easy for a new audience to discover them. This is one of the reasons I urge marketers to tap into the credible platform of a weblebrity instead of posting their own videos. If I upload a video on my “Nalts” channel, it’s going to do better on SEO than the same exact video posted to a new account or your account. Many people attempt to replicate this by asking friends and family to “5 star, favorite, and comment.” But a few dozen people aren’t as powerful as the thousands of active fans that rate their favorite creators 5 stars even before watching the full video.

4) YouTube is Getting Smarter about weeding out videos boasting provocative thumbnails (the images that represent the video on YouTube or Google search results). So in time, pictures of neon graphics (a hot trend) and boobies (a timeless certainty) will not outrank relevancy. Ultimately I expect YouTube to rank videos based, in part, on “attention scores.” As a YouTube Partner I know which of my videos have high “attention scores,” which is a relative score based on videos that are of similar duration. I can’t tell precisely how many people stopped watching at a specific moment (or the average view duration) but I can see where most people dropped, and I try to manage that by “teasing” video that comes later. If a video for a particular term has a high “attention score,” then Google/YouTube can correctly assume it was relevant to the searcher. So I’d expect that to be as vital as transcribed text, and Google/YouTube already has the ability to connect these (and may well be using them).

5) While Waiting for Transcription. Don’t hold your breath for Google to transcribe videos, which will be the Holy Grail. Rubel observed that “Google Voice” is teaching Google to recognize various dialects, and that will come in handy when it’s time to transcribe and index video speech for word searches. In the meantime, you want your videos to be valuable/relevant and short (30-90 seconds), then compel action (like a visit to a website) with a meaningful promise. Remember it’s much easier to get a YouTube viewer to a channel page than to abandon YouTube. We’re still seeing click-thru rates (from YouTube to brand sites) in the low single digits. Some YouTube creators (like “CharlesTrippy” and “Shaycarl“) post daily videos as long as 10-12 minutes, which automatically propel them to the most popular page. This may give them an advantage, and I recently speculated that long videos may, counter intuitively, be a view driver. I’m now thinking that the frequency keeps them “top of mind” and forges a bond with their viewers, which is the real driver. Still, their fans will watch more of those videos than typical videos of that duration… and that certainly should help. While we wait for transcribed search, consider captioning your content (it’s time consuming but free on various sites) or adding a full or partial text transcript to your description.

5) The basics of SEO apply when it comes to keywords. Spell hot ones wrong on purpose, focus on less competitive terms/phrases, and use desired ones first. Before Google stopped using metatags to rank, it always put exponential emphasis on the first word than the fifth. So consider carefully the first words you’ll use in sequence, and don’t try to fight for highly competitive terms. I used to automatically use “Nalts” as a keyword, but now I place that at the end of my list. Sometimes I’ll use a partial phrase like “how, to, become, popular, on, youtube,” and name the video similarly. Then my description will begin with “How to become popular on YouTube…”

6) I haven’t seen evidence that YouTube videos embedded on other sites have an advantage. Logically, an embedded video means bloggers and other websites find the content valuable… and YouTube videos used to show publicly (under video you’ll see “statistics and data” the sites that drove traffic to a video, but have inexplicably eliminated that somewhat recently). It was probably being abused by spammers. Google tends to focus on relevancy rather than monetization, but it’s hard to ignore a motivator YouTube has: the site can monetize videos on its own site easier than on other sites. So it’s in Google’s financial interest to reward video content that draws traffic to YouTube rather than embedded videos on sites that use its bandwidth without creating a premium for advertisers. We know that if hundreds of websites link to President George Bush using a hyperlink called “stupid,” then he’ll rise on search results for the word stupid. So perhaps my top ranking for the keyword “fart” was helped by any sites that linked to me with the tag, “fart video.”

But there’s a true relevancy factor at play. If you’re inclined to search “fart,” I’m guessing a video of a kid with a fart machine is one of the things you may be hoping to find. Or maybe you were seeking a nice medical definition or the origin of the word (Wikipedia, which now has trumped me, indicates “immediate roots are in the Middle English words ferten,feortan or farten; which is akin to the Old High German word ferzan. Cognates are found in old Norse, Slavic and also Greek and Sanskrit.”

7) Timing. Michael Buckley’s “What The Buck” show and Sxephil’s vlogs benefit greatly from their regular content about topics being searched. Their recent videos are often between 500K to a million, and they have some videos that are cash cows for certain subjects (garnering regular views that are in the multi-millions). As I write, they’re no doubt making a video about the Golden Globes, knowing that on Tuesday people will return to work, and be grazing for recaps. This timely content also serves as “link bait” to popular social-media sites that are looking for current videos about hot content. Topicality is important, and the best personal example I can provide is my 2009 Superbowl “best commercials”  video. It maintains a poor attention score (lots of early drops relative to most of my videos), but I launched it before last year’s Superbowl game… fetching it 3-4 million views in the days after last February’s game… and it’s up to 7 million now. The GoDaddy boob thumbnail doesn’t hurt either, but that’s not helping the attention score. If you want boobies, you’re turned off to see a dad and his kid talking about the best ads. If I did a daily vlog about the hot terms I found on Yahoo Buzz, I’m quite certain I could dramatically expand my daily views from 150K-200K to 500K. But alas I have neither the time nor interest. I’m guessing Buckley and Phil scour many sites to find out what content people are searching each day.

8) Untapped Secret: SEM on YouTube. I almost hate to give this away. But if you have an Adsense/Adwords account and you’re a YouTube partner, you can advertise your video based on keyword terms. This drives search-driven ads that display your video to a targeted audience, and is not expensive for most terms (a cost-per-click bid of a few pennies sometimes works). Even better, you’re then able to put your own simple “InVideo” ad over the video with a clickable hyperlink. See the example on my “Hair Transplant Fun,” which is more likely to drive viewers to my blog than a hyperlink in the description. And remember: get that hyperlink early in the description so it appears to viewers in a truncated description.

Now a few things that don’t work, or at least will die soon enough.

  • I’m finding lots of spam automatic blogs that are now embedding my videos and descriptions hoping to trick Google into indexing it. This annoying technique is also fooling Radian6 and other social-media monitoring tools, which report this old content as new. Last week I tried a “Nalts” search on Radian6 and was frustrated to see old video descriptions appearing as recent buzz about me. Maddening.
  • I’m also constantly finding my name packed with other YouTube usernames in videos by people who naively hope that works. Puh-leeze. Did that ever work? It’s a good technique if you’re mentioning a particular YouTuber, because we do tend to “ego surf” for content that tags our name. But as soon as I see 12 other names aside mine, I know it’s trolling.
  • Fake thumbnails might artificially drive views, but the video will be penalized when the attention scores show Google the video duped its users.

YouTube is a Search Engine, Dummy

YouTube was once a popular video-sharing site built on community. That community is still critical to gaining and keeping a large audience, but heat maps show the YouTube masthead is HAWT around the search field, and YouTube is now the second most-popular search engine after Google. It beats MSN and Yahoo. Or YahooMSN.

ReelSEO has posted a “best of” all of the wisdom for optimizing your videos for search. Read them or be doomed.

Mark Robinson has a wealth of knowledge on this subject, and shares advice from others… like this TubeMogul video about optimizing. Last week I asked TubeMogul to allow us to insert different tags when we upload to various sites (currently tags are entered once for all of the video-sharing sites TubeMogul feeds). Then we can increase our odds by trying different keywords for each video. Not a pure study, since the confounding variable is the website itself, our popularity on that site, and the ability of the video-sharing site to rank at all (some are better than others).

ReelSEO also has a video by Google’s Matthew Liu that gives us some insights on how Google/YouTube ranks videos. They fall into three categories:

  1. The obvious: make sure the video is good, short and engages. Tag it appropriately without spamming unrelated keywords.
  2. The semi-obvious: engage in the community, encourage comments and ratings.
  3. The secret clue: Matthew, at the end, eludes to ensuring that the content is consumed. That suggests two things… be sure it’s short (duh) but also keep the viewer engaged to the end. If your viewers complete the video, the video gets an unseen “attention score” that (I believe) will become the biggest variable. If you have a lot of important text at the end, the viewer will “scrub” the player to reread the text, and that translates to the engine as “yummy content.”

Nalts “Tip of the Day”: Toss in some important text at the end that may require people to pause or replay the last few minutes. Then add a little black to keep them from wandering off to related videos.

Nalts “Bonus Tip of the Day”: In my recent “Killer Caterpillar” video I didn’t pull the typical “please rate” or the ShayCarl “rate 5!” plea. Instead, I simply told viewers that only 1 in 100 actually rate a video. While I don’t expect this ratio to last,  the video got 2,000 ratings on a video seen only 12,000 times. That means 1/6 of the people rated… which is highly unusual. The video is short and took more time than usual, so that also helped… but I thin the high rating ratio contributed to it being the 21st most popular video of the day. Getting ranked as the most popular has become increasingly more difficult since YouTube merged most-popular with most-viewed. And I just spent an hour surfing the most popular to see what I could deduce. It’s primarily driven by a deep fan base: the creators that are deep in the community still rank high, even if the occasional one-hit wonder finds its way.