Transcript elc310day22x

Day 22
ELC 310
Agenda
• Questions?
• Assignment 4 posted
– Due Nov 26
• Engage:
– Search Engine Optimization
– PPC Advertising
– Video Search Engine Optimization
• Exam 3 is on Nov 26
– Strauss 12 & 13, Stokes 4 through 15 , 50/50 split
– 20 M/C, 4 Short essay
Copyright 2005 Prentice Hall
Ch 1 -2
Search Engine Optimisation
Key Terms and Concepts
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Alt text This refers to the “alt” attribute for the IMG HTML tag. It is used in HTML to attribute a text
field to an image on a web page, normally with a descriptive function, telling a user what an image
is about and displaying the text in instance where the image is unable to load.
Anchor text The visible, clickable text in a link.
Backlink All the links on other pages that will take the user to a specific web page. Each link to that
specific page is known as an inbound/backlink. The number of backlinks influences PageRank so the
more backlinks the better - get linking!
Canonical The canonical version is the definitive version. In SEO, it refers to a definitive URL.
Domain name The easy to read name used to identify an IP address of a server that distinguishes it
from other systems on the World Wide Web: our domain name is quirk.biz.
Flash A technology used to show video and animation on a website. It can be bandwidth heavy and
unfriendly to search engine spiders.
Heading tags Heading tags (H1, H2, H3 etc) are standard elements used to define headings and
subheadings on a web page. The number indicates the importance, so H1 tags are viewed by the
spiders as being more important than the H3 tags. Using target key phrases in your H tags is
essential for effective SEO.
Home page The first page of any website. The home page gives users a glimpse into what your site
is about – very much like the index in a book, or a magazine.
Hyperlink A link in a document (electronic) that allows you, once you click on it, to follow the link to
the relevant web page.
Key Terms and Concepts
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Keyword frequency The number of times a keyword or key phrase appears on a website.
Keyword phrase Two or more words that are combined to form a search query – often referred to as
keywords. It is usually better to optimise for a phrase rather than a single word.
Keyword rankings This term refers to where the keywords/phrases targeted by SEO rank amongst the
search engines - if your targeted terms do not appear on the first three pages, start worrying.
Landing page The page a user reaches when clicking on a paid or organic search engine listing. The pages
that have the most success are those that match up as closely as possible with the user’s search query.
Link A link is a URL embedded on a web page. If you click on the link you will be taken to that page.
Link bait A technique for providing content that attracts links from other web pages.
Meta tags Meta tags are there to tell the spiders what exactly the web pages are about. It’s important that
your meta tags are optimised for the targeted key phrases. Meta tags are made up of meta titles,
descriptions and keywords.
Referrer When a user clicks on a link from one site to another site the user left is the referrer. Most
browsers log the referrer’s URL in referrer strings. This information is vital to determining which queries
are being used to find specific sites.
Robot.txt A file written and stored in the root directory of a website that restricts the search engine
spiders from indexing certain pages of the website.
URL rewriting Presenting search-friendly URLs without question marks, rewriting them on the server to
their standard format suitable for use in querying dynamic content.
Usability Usability is a measure of how easy it is for a user to complete a desired task. Sites with excellent
usability fare far better than those that are difficult to use.
©2014 Pearson Education, Inc. publishing
as Prentice Hall
5
What is search engine optimisation (SEO)?
SEO “is the process of improving the visibility of a
website or a web page in search engines via the
‘natural’ or un-paid (‘organic’ or ‘algorithmic’)
search results”. (Wikipedia)
Also called natural or organic optimisation
Image credit: creative commons,IconTexto
Search engines use complicated algorithms to
determine relevance and ranking and these are
always changing.
So keeping your website in shape to be ranked
well by these algorithms is an ongoing process!
Why is it important?
1. Because the higher up your website is on the
SERPs, the more likely you are to get traffic to
your site
2. Search traffic is qualified traffic (users are
explicitly looking for what you have!)
3. You don’t pay for each click (as you do with
paid search)
In the early days of search engines, meta data was
used to index and rank websites.
But this left the results open to manipulation
Hence the complicated algorithms that are used
today.
Google says it uses more than 200 different
factors.
http://moz.com/google-algorithm-change
These algorithms use page rank – simply put, the
more a website is linked to, the more likely it is
that the community considers it an authority.
So search results today are determined by on page
and off page factors.
On page factors are the structure of the website
(HTML code, content etc.).
Off page factors are elements which build links to
the website.
Search engines look for:
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Relevance
Importance
Popularity
Trust
Authority
Two types of SEO
White hat SEO works within the parameters set by
search engines.
Aims for long-lasting success
Black hat SEO refers to someone trying to game or
manipulate the search engines.
Aims for massive short-term traffic
5 main areas of SEO:
1. Search engine friendly website structure
2. Well-researched list of key phrases
3. Content optimised to target key phrases
4. Link popularity
5. Usage data
1. Creating a search engine friendly website
structure
Remember, if spiders can’t find your website, then
users won’t find it via search engines.
Leave crumbs for the spider to find (robots.txt) and
clear paths to follow
Use best practises
Search engine friendly design = usability and
accessibility
Remove technical barriers
Ensure there are direct HTML links to the pages
you want indexed.
Some barriers to visibility:
•Flash
•Frames based design
•No XML site map
• Sitemap for my website sitemap.xml
•AJAX
•Video
•Dynamic URLs
2. How to research key phrases
These are the foundation of search
Users enter words they think are relevant to their
searches.
Aim to use keywords in your website content that
your target audience is likely to use.
Finding keywords means understanding search
psychology.
When choosing consider...
Search volume: how many searchers are using
that phrase?
Competition: are other websites targeting that phrase?
•Propensity to convert: How likely is the searcher
using the phrase to convert to your site?
Consider which term will lead to more conversions.
•Value per lead: What is the average value
prospect attracted by the keyword?
‘Budget Durban hotel’ vs. ‘Luxury Durban hotel’
Where to start?
Brainstorm
•What is your core
business?
•The needs of your
customers?
•What do they search
for?
Also consider misspellings and synonyms
Keyword search tools can offer suggestions:
•Similar keywords
•Common keywords used with that keyword
•Common misspellings
•Frequency of the keywords in search queries
•Industry related keywords
•Keywords sending traffic to your competitors
•Number of sites targeting your keywords
Use a keyword spreadsheet to store information:
Aim to get the right mix:
Low volume terms with low levels of competition
are good in the short-term.
But high volume terms with high levels of
competition can improve revenue over time.
3. Optimise content for key phrases
We need to ensure the site contains content to
target those phrases.
Website content must:
•Provide information to visitors
•Engage with them
•Convince them to do what you want
On top of that it must send signals of relevance to
the search engines.
Each web page should be optimised for two to
three key phrases:
•Primary
•Secondary
•Tertiary
Guidelines:
•Title tag: use the key phrase in the title
•Header tags: use H1 tag, and other H tags (H2, H3
etc)
•Body content: use key phrase three times, more if
it makes sense! About 350 words of content
•Bold: use <strong> tags around keyword (at least
once)
•Alt tag for image: use at least once to describe an
image
•URL: use a URL rewrite so it appears in the URL
•Meta description: Use keyword at least once
Optimise images and video with the relevant
keywords as well.
You have to rely on how the image is described.
Description
If images are correctly labelled, search engines can
index them.
•Use descriptive filenames
•Use ALT tags and title attributes (Make sure
websites make sense without images)
With image displayed
Without image displayed
•Ensure meta information is relevant
•Use descriptive captions, and keep relevant copy
close to the relevant media
•Make sure the header tags and images are
relevant to each other
•For video, consider converting the script to text
and making this available to search engines
•YouTube offers an auto-captioning service that
makes this easier to do
4. Links are vital to how the Internet works
They are there to allow a user to go from one web
page to another
They help build signals of trust
They help to validate relevance
The content sends a signal of relevance; the link
validates that signal.
e.g. A link with the text ‘Durban pet friendly hotel’
sends the message that you can trust the
destination site is relevant to the term ‘Durban pet
friendly hotel’.
Search engine spiders follow them
Not all links are equal
• Pages with higher page rank themselves, will give you much
more value when they link to you than pages with a lower page
rank.
More votes = more trusted = more important =
better rank on search engines
What does a link look like?
<a href=”http://www.targeturl.com/targetpage.htm”> Anchor
Text</a>
(HTML code for a link)
http://www.targeturl.com/targetpage.htm
(Page the link leads to)
Anchor Text
(The text that forms the clickable link displayed to users)
But you can include more information
<a href=http://www.targeturl.com/targetpage.htm
rel=”nofollow”>Anchor Text</a>
rel=”nofollow” – can be included when you don’t want to
vouch for the target URL. Also keeps the spider indexing
your content instead of “following” the link
So, how do you get more links on a website?
Create valuable content people want to read
Position yourself as an expert in the field
Use infographics – they’re
popular and useful
Create tools and documents that others want to
use:
•Host interviews on your website
•Think outside the box
Create games that people want to play.
Make sure the theme is based on the key phrases
of your website!
Create widgets, browser extensions and useful
software.
Use WebPR to provide valuable links to your
content.
Use competitor analysis to find out who is linking
to your competitors and which non-competing
sites are ranking highly for your key phrases.
https://ahrefs.com/site-explorer/overview/subdomains/umfk.edu
5. Usage data
Usage data is the most effective way of judging
the true relevancy of a website.
How do search engines access it?
They use cookies to record search activity:
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Keywords used
Websites visited from the search engine
Clickthrough rate
Bounce rates
Most provide other services too.
Some of Google’s services:
•Google AdWords
•Google AdSense
•Google Checkout
•Google Analytics
What does this mean for SEO?
Websites must:
•Be valuable enough to attract both visitors and
links naturally
•Retain visitors and make sure they return to the
website
•Convert visitors
Social media is important too!
Social content can appear in SERPs and is growing
increasingly influential in search rankings.
Use social media properties to dominate brand
SERPs.
Remember that real-time search relies on social
media.
e.g. Twitter
Links from social sites are used as signals of
relevance.
Personalised results are influenced by your online
social network:
e.g. If you are logged in to Google while searching
for blogs, you might be more likely to see a friend’s
blog.
Optimise your content for social search engines.
-YouTube.com
Consider mobile SEO
Mobile SEO is a little different to desktop SEO but
the fundamental principles remain.
There are some differences
• Search engines can deliver precise location-based results to
mobile users
• The importance of usability in sites for mobile devices
• Search engines having less data to work with in terms of site
history, traffic, and inbound links
So remember to:
•Create usable, crawlable sites
•Format content for mobile usage
•Use links from mobile to desktop and vice versa
•Submit a mobile XML sitemap
•Use the word “mobile” so search engines know
this is the mobile version of your site
Local search means that location matters. ‘Claim’
your location to verify yourself.
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Avoid hidden text or hidden links
Don’t use cloaking or sneaky redirects
Don’t send automated queries to Google
Don’t load pages with irrelevant keywords
Don’t create multiple pages, subdomains, or domains with
duplicate content
• Don’t create pages with malicious behaviour, such as phishing
etc.
• Avoid “doorway” pages created just for search engines or other
“cookie cutter” approaches
If your site participates in an affiliate programme,
make sure that your site adds value
Avoid links farms and focus on attracting quality,
valuable links
At the end of the day, create content that users
want, and make sure that content is accessible to
both search engines and users.
PPC Advertising
Key terms and Concepts
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adCenter Microsoft’s advertising Platform. Serves PPC adverts to Bing and Yahoo!
AdWords Google’s PPC advertising system.
Ad Space Units (ASUs) Facebook ad space units, a type of advertising available on
Facebook.
Clickthrough A click on a link that leads to another website.
Conversion rate Conversions / Clicks %
Cost per action (CPA) Paid when a certain action is performed by a user.
Cost per click (CPC) Paid when a link is clicked upon.
Cost per Mil (1000) (CPM) Amount paid for every 1000 views of an advertisement.
Clickthrough rate (CTR) Click Through Rate: Clicks / Impressions %
Display network Content websites that serve PPC adverts from the same provider, such
as AdWords.
Impression Each time the advert is shown.
Key phrase Just like keyword, this is simply a multi-word keyword.
Keyword This is a word found within a search query. For example, searching for “blue
widgets” includes the keywords blue and widgets.
Natural results Search results as determined by the search engine’s algorithm. The
search engine does not get paid to list these.
Key Terms and Concepts
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Pay per click (PPC) The advertiser only pays for each click of the advert.
Quality score (QS) A measure used by Google AdWords to indicate how
relevant a keyword is to an ad text and to a user’s search query.
ROI Short for return on investment.
Search network Search engines which all serve adverts from the same
provider, such as AdWords.
Search term The keywords a user enters on a search engine.
Search Engine Results Page (SERP) SERPs are the actual results returned to
the user based on their search query.
Social network Websites that are social networks, such as Facebook, YouTube
or LinkedIn.
Sponsored results Search engine results that are paid for by the advertiser.
Traffic This refers to the visitors that visit a website.
YouTube Video platform that allows text, banner and other video advertising
through AdWords.
©2014 Pearson Education, Inc. publishing
as Prentice Hall
78
What is PPC advertising?
Pay per Click (PPC) advertising is where the
advertiser pays only for each click on their advert.
PPC adverts
They’re easy to spot – on the top of SERPs
and on the right hand side.
They also appear on content sites and social
networks.
PPC advertising revolutionised the online
advertising industry and today it generates 99% of
Google’s revenue.
We will focus on PPC advertising on search engines
and social networks
• PPC advertising is keywords based.
• It is based on the search term a user enters into a search engine.
This means that it uses a “pull” strategy rather than a “push”
strategy.
• The beauty of PPC advertising on search engines is that adverts
are displayed when potential customers are already expressing
interest.
Users are spoken to when they are already in the
right frame of mind, the message is not pushed on
to them like TV advertising.
How does it work?
Usually runs as an auction model – advertisers
place bids to appear based on certain criteria.
Then advertising platforms determine when
adverts are eligible to appear.
So the advertiser:
•Creates the advert copy
•Determines the landing page for the advert
•Selects the keywords or criteria
•Chooses the maximum amount they are willing to
pay per click
And the advertising platform:
•Checks the advert for compliance to editorial
guidelines
•Displays the advert for relevant search criteria
•Determines the rank of the advert - based on the
advertiser’s maximum bid and the relevance of the
advert
The majority of PPC advertising spend is on Search
network PPC advertising – this is the more
targeted network.
They appear on SERPs and are mostly text – but
more formats are becoming available.
But display advertising (on content pages, like
news sites) and social networking advertising are
important growth areas.
More advertisers are now moving to the display
and mobile networks in order to attract relevant
traffic and increase exposure.
Types of PPC adverts
Text advert format:
Heading
www.DisplayURL.com
Two lines of advert copy,
Which can be displayed on one line
Vanity URLS: The URL shown is not necessarily the
URL that the user will click through to.
Roses for Valentine’s
www.flowers.co.za/roses
A dozen red roses for your love
Fast, free delivery in RSA
The display URL:
•What the user sees
•Domain must match destination URL
•Can use vanity URLs
The destination URL:
•Domain must exist
•One ad group per domain
•Domain must match display
Vanity URLs make them look appealing and
keywords can be used to further increase the
relevance of the ad to the user’s intent.
When writing PPC adverts, the number of
characters are limited and restrictions exist.
Google AdWords guidelines:
•Heading: max 25 characters
•Display URL: max 35 characters
•Line 1: max 35 characters
•Line 2: max 35 characters
•No repeated exclamation marks
•No word in capitals only
•No nonsense words
•No claims of “best”, “number one” or
superlatives, unless they can be verified by a
reliable third-party
•Product numbers may be used
Remember, there are usually no images in PPC
adverts – the copy is key!
To help, use dynamic keyword insertion –
inserting the search keywords dynamically into the
advert copy.
Also use compelling calls to action or mention
special offers:
Buy now, sign up now, enter now, 10% discount...
Advert extensions can be used to add more
information to text PPC adverts.
Google offers five text ad extensions:
Location extensions
Image credit: Google Adwords,
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=188235
Sitelinks extensions
Image credit: Google Adwords,
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=188235
Phone extensions
Image credit: Google Adwords,
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=188235
Product extensions
Image credit: Google Adwords,
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=188235
Seller rating extensions
Image credit: www.adwords.blogspot.com
Not all extensions are supported in all countries –
look to see if you country is included in the
AdWords help forum.
Facebook PPC adverts are based on the interests a
user enters into their profiles and their
demographics.
They can be used to drive traffic to assets on
Facebook or to an external site.
They contain images as well as text.
How do you target PPC adverts?
Keywords are central!
There are an estimated 200 million searches
performed each day and nearly 50% of all searches
are unique.
It would be impossible to find all the terms
searchers use so there are different keyword
match types.
Broad match: key phrase
Phrase match: “key phrase”
Exact match: [key phrase]
Negative match: key -phrase
Modified Broad match: key +phrase
Broad match – i.e. Tennis shoes.
Your advert will be found when any of or all words
are searched for.
Also includes some synonyms and misspellings.
Search includes:
tennis shoes
red tennis shoes
tennis sneaker
history of tennis shoes
Phrase match – i.e. “Tennis shoes”
Your advert will appear when the phrase appears
complete or in order.
Direct match extension – i.e. red +sneakers
Your advert will appear for any search containing
red and sneakers and variations of sneaker (the
marked keyword).
Modified broad match – i.e. Tennis +shoes.
Each word preceded by a + must appear in the
user's search exactly or as a close variant.
Close variants will include: misspellings,
singular/plural forms, abbreviations and
acronyms, and stemmings.
Modified broad match has the broad match reach,
the exact match precision, and the phrase match
flexibility.
Specify languages and locations your advert is
targeted for.
Include country, city and postal code
Use Facebook advertising to target based on:
•Gender
•Location
•Relationship status
•Age group
•Likes and interests
•Brand interactions
Bidding
Advertisers must decide the maximum they are willing to
pay per click - max CPC bid.
But every time there is a search, there is an auction for the
adverts for that search term – a Generalised Second Price
Auction (GSP).
Each advertiser pays the bid of the advertiser below them,
plus a standard increment.
Ranking is not as simple
The bid and other factors are taken into account =
Quality Score (QS)
Quality Score is determined by:
•The bid amount
•Relevance of keywords to search term
•Relevance of advert copy to the search term
•Relevance of the landing page to the search term
•Historic performance of the advert
Conversion rates and click-through rates
Those adverts nearer the top of the page (best
ranked) attract the highest CTRs.
They also have
a higher cost
per click.
More clicks aren’t necessarily better
Set up goals to track conversions
Goals can be:
•Buying a product
•Booking a plane ticket
•Filling in a form
•Sending an enquiry
•Making a phone call
Click-through rate (CTR) is clicks / impressions
(each time the advert is shown) %
Click-through rate tells you how well your copy is
performing.
Conversion rate tells you how well your campaign
is performing.
You need to know the value of each conversion so
that you don’t pay too much per click.
With this info you can adjust accordingly:
•Change keyword match types
•Change bids
•Change ad copy
•Change budget allocations
•Improve website conversion rate
Use Adwords conversion tracking to report on
campaigns
Google AdWords offers conversion tracking tags.
But for other networks use third-party tracking.
Set budgets to:
•Daily
•Monthly
•None
How do you choose a platform?
This is subjective and most large advertisers run
PPC campaigns on a number of platforms.
The key is testing!
Use the long tail of search to figure out low
volume, niche searches – it can do wonders for a
PPC campaign!
The sum of the unique searches is the
same as the sum of non-unique
searches.
So, low volume, niche search terms:
•Are more targeted
•Have less competition
•Can have a lower CPC
•And a higher conversion rate
•May have a lower quality score so can take a
while to get traffic
Landing pages are also vital
Aim to create landing pages that keep the user
focused on the conversion goal – the home page
gives them too many options to consider.
Create dynamic landing pages to simplify the process
How to plan a PPC campaign
1. Do your homework – conduct an online and
offline analysis of the business
Identify:
•A clear brand
•Identity
•Unique selling point
2. Define your goals
What do you want users to do once they click on
your advert?
3. Budget, CPA and targets
How much are you willing to spend?
Determine your target CPA.
Keep in mind, it can take months for a campaign to
stabilise.
4. Keyword research
What keywords are potential customers using?
What words indicate undesirable clicks?
•Free
•Cheap
Similar or related keywords.
5. Write the adverts
•Write compelling copy
•Make your headings and display URLs stand out
•Use keywords in your copy
•Target the landing page to adverts
•Adverts need to be worded differently for the
different platforms – different types of user
behaviour
6. Place your bids
Tweak them as you test your campaign
7. Track
Get your tracking tags in place
8. Measure, analyse, test, optimise!
•Use conversion tracking
•Test text vs image/video
•Test different landing pages
•Test different networks/platforms
•Test different demographics
•Test different bidding strategies
Video Search Engine
Optimisation
Key terms and Concepts
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Annotations A comment or instruction (usually added as text) to a YouTube video. A YouTube
annotation may contain links directing users to other pages within YouTube, or if a brand is willing
to pay, to outside websites.
Google AdWords Google’s main advertising product and primary source of revenue. AdWords
offers pay per click (PPC) advertising, cost per thousand (CPM) advertising, and site- argeted
advertising for text, banner, video and rich-media ads.
InStream videos A video advertisement that plays before the start of the actual selected video.
Typically 15 to 30 seconds in length.
Promoted videos YouTube and Google AdWords ‘Promoted Videos’ is an advertising solution which
allows users to promote their video content within the YouTube website.
Social Media Optimisation (SMO) Social Media Optimisation, Social SEO or SMO is the process of
methodising social media activity with the intent of attracting visitors to specific website content.
For example, Facebook tabs, Flash games, YouTube videos.
Thumbnail The still image that is shown at the start of the video. This can be selected, and can
make a video more enticing.
Views This is the number of times a video has been seen. Remember, multiple views can come
from one user.
Video syndication The manner in which you attain optimum distribution and search coverage for
your videos. This can include multiple facets of optimised distribution.
Viral video This is a video that becomes immensely popular, leading to its spread through word-ofmouth on the Internet via email, social networks and other hosting websites.
Video search engine optimisation (VSEO) Is optimising videos for search engines, similar to how
one would optimise a website to rank higher on the SERPs.
YouTube is the world’s second largest
search engine.
Every minute 48 hours of video is
uploaded onto YouTube.
• People are creating opinion videos, parodies
and responses.
Online markets are not traditional and don’t
respond to traditional forms of advertising.
• Online searches now produce results in video,
images, news articles etc.
How do search engines index and rank web
pages?
• They use Keywords (alongside meta data) to ascertain content
and Factors links pointing in, to ascertain relevance
• To search engine spiders, a video is just a blank file. You need to
‘educate’ a spider on a video’s content (visual & audio)
Remember, YouTube is a Google property.
Google will probably favour video results from it’s
own asset versus those from other video sharing
sites.
Post or Host?
Post – take advantage of an existing audience with
a built-in social and viral aspect to their user
experience.
Host – control look and feel, text, metadata and
user experience.
But they’re not mutually exclusive.
There are techniques for both to ensure optimum
distribution and search coverage.
Current video-sharing sites tend to have simplified
algorithms that are easier to take advantage of,
leading to more rapid universal search exposure.
Users find videos in four main ways.
1. They know what they’re looking for and go
directly to a search engine or video search
engine
(e.g. Google, YouTube)
2. They follow recommendations from others:
•Emailed links and content
•Social bookmarking and sharing services
•Via social networks and social media e.g. blogs,
Twitter, Facebook, YouTube etc.
3. They know exactly what they are looking for
and navigate to the URL directly:
e.g. http://www.quirk.biz/viralvault/5160/johngroban-sings-kanye-tweets
4. They find videos through paid advertisements
and promotions
Optimise your videos to get them
ranked fast.
• Video search engine optimisation can work
faster than traditional SEO.
Ask:
• Where your current viewers are coming from
• Whether your video content already appears
in the SERPs
• What percentage of visitors and viewers are
currently linking to, and sharing your videos?
Include keywords and key phrases in:
•Titles
•Descriptions
•Tags
•Playlist additions
•Inbound links
Make sure your video content is popular!
Keep YouTube content current and entertaining.
Popularity depends on:
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Views
Channel views
Ratings
Comments
Shares
Embeds
Subscribers
Flagging
Age of video
7 video optimisation techniques:
1. Titles are important!
Use keywords in the first three words.
Longer and descriptive is better!
2. Descriptions should be long
Include:
•As many keywords as possible
•Plenty of information but keep it succinct!
•Date is recorded
3. Put keywords into tags
•Put the most important ones first
•Use relevant search terms and phrases: (Use
YouTube Suggest and Google Suggest)
4. Encourage comments
Also encourage subscriptions, embedding and
sharing.
5. Optimise the thumbnail to increase views
To add a thumbnail frame:
When you have a final time on your video (in
seconds), divide by one of the following:
1. 3.09597523
2. 2.85080773
3. 1.44869215
6. Use annotations to drive traffic to new videos
But be careful not to annoy or frustrate viewers.
7. Upload regularly to stay fresh and
engaging
•
Image Credit: creative Commons, Deleket (Jojo Mendoza)
Encourage Social Sharing
• Use bookmarking and ensure access on various
platforms.
Remember to use the TAO of digital marketing:
Track, Analyse, Optimise.
Use YouTube Insights:
•A free tool
•Anyone with a YouTube account to view detailed
statistics about their videos:
-How often they’re viewed
-Different geographic regions
-How popular they are relative to all videos in that
market over a given period of time etc.
Consider the best way to optimise.
Determine your exact goal.
If you want drive traffic to your site from search
engines, use vSEO.
If you want to drive them to your videos from
other destinations, use social media optimisation.
Ask what your audience would enjoy.
You want them to share your content!
Ultimately there is a no quick fix for video.
It requires planning, investment and a long-term
commitment to creating brand ambassadors.