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Video SEO Basics
Illustration by Richard Downs

Creating an optimized channel


From:

Video SEO Basics

with Ian Lurie

Video: Creating an optimized channel

If you have a YouTube account, you have a channel page, every account holder on YouTube has a channel page. Channel pages and channels can impact video SEO in a few important ways. First, here's what I mean when I say channel page, a channel page aggregates your YouTube content under your identity. It lets you do a little decorating with a custom header, things like custom colors, and you can choose which videos show where. Then it shows basic information about you and your organization. And lets visitors see all the videos you've created.

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Video SEO Basics
1h 20m Appropriate for all Jul 09, 2013

Viewers: in countries Watching now:

How do you attract more traffic to your videos when Google can't search them? SEO expert Ian Lurie shows how to optimize your YouTube and other video listings for search engines and convert that traffic to achieve your business goals. This course provides an overview of video SEO and helps you understand video ranking factors, add important metadata like keywords and tags, market your video on social media, and build a video landing page.

Topics include:
  • What is video SEO?
  • Debunking video-ranking myths
  • Picking a video hosting service
  • Researching topics and keywords
  • Choosing the right title and descriptions
  • Facilitating viewer comments and ratings
  • Using social media to announce videos
  • Creating an optimized playlist and channel
  • Analyzing your success
Subjects:
Video Web Web Video SEO Marketing
Author:
Ian Lurie

Creating an optimized channel

If you have a YouTube account, you have a channel page, every account holder on YouTube has a channel page. Channel pages and channels can impact video SEO in a few important ways. First, here's what I mean when I say channel page, a channel page aggregates your YouTube content under your identity. It lets you do a little decorating with a custom header, things like custom colors, and you can choose which videos show where. Then it shows basic information about you and your organization. And lets visitors see all the videos you've created.

Here are four particularly important channel metrics that YouTube and Google. May apply when they're determining how to rank a video. First, video upload frequency, the more frequently you upload new videos to your channel, the more relevance and importance YouTube will attribute to the videos within it. This is in the context of those video's reviews, viewership, and other factors of course. So if you just spew times of videos out there and nobody watches, that's not going to help you. But if you can continuously add decent quality videos, that's definitely going to help all of the videos within the channel.

Video upload recency is also important. Videos on a channel where the last video upload was a year ago will have a harder time ranking as well as videos on a channel where the last upload was an hour ago. The number of channel subscribers matters. More subscribers can make all the videos in your channel more authoritative, and therefore get them higher rankings if those subscribers are real people who watch other videos on YouTube, and watch the videos in your channel. And finally, aggregate video views.

More total views within a channel makes it more likely new videos will rank, because YouTube wants signals that you're providing quality content. Unless we forget, because this isn't metric but it's still important, call to action. A great channel page will make it more likely that folks will watch your videos. Towards the end of this video, I'm going to talk about some specific features that Google has added to YouTube recently that will help improve your caller action. Here are a few basic steps you can take to make your channel as appealing as possible. First create a background image you can search Google there are lots of tools and tutorials about this but the basics are create an image that's 1,800 by 1,298 pixels.

Keep it really, really simple. If you do something crazy, it's going to make it hard for people to see the text on the page and the videos on the page. You have to export it in either JPEG or PNG format, and then note that the maximum file size is 1 megabyte, so you can't use anything bigger than that. Use relevant tags. You can see another video in this series titled Picking the Right Tags for more information. Write a great, fully descriptive title. If you've watched other videos in this series, you've heard me say this already. But your title should be something that if written on a blank sheet of paper and shown to a complete stranger tells the stranger what they're going to see when they visit that channel page.

Write a detailed description. Don't just copy a blurb about your company from your website, make sure it's unique. Use the other channels feature to cross-promote related content. I have two channels on YouTube, a personal one and one for my company. Recently, I linked the two by using the other channels feature. Now, when I promote content on my business site, it also shows up in my personal feed. Link to your website, your Twitter account, your Facebook page, and other relevant social media sites from your channel page.

And do the same in reverse. In your YouTube account settings, be sure to actually connect your Facebook and Twitter account. There's a section called connected accounts and what I've done, is I've connected Facebook and Twitter directly, to Youtube. That does a couple things, it automatically shares public activity on those accounts. Here, the only thing I'm sharing right now is if I upload a video. But I could set it up to automatically tweet and post to Facebook if I like a video, if I comment on a video, if I add a video to a public playlist. In addition, you want to connect your YouTube account to Google+. If you haven't done this yet then the next time you log into YouTube, if you have a Google Plus account, it will automatically prompt you and you want to make that connection.

That's very, very important, 'cuz Google is clearly working towards merging all of their properties into Google Plus one way or another. Set up your activity feed for sharing, that way your account will stay active when you do any kind of update. Even if you don't upload new videos. So, when you create or add to a public playlist, or you like something, comment on it, all your subscribers will know. Group videos within the channel using playlists. And there's another video in the series about optimizing video playlists. And then here's the slick new feature I was talking about.

You can create welcome videos for your channel, one video for people who are already subscribers, another for people who aren't. So, you can basically create a channel trailer. This video can do a lot, to draw in unsubscribed visitors or prompt subscribed visitors to come in and see the latest content on the video. You really want to take advantage of this. So a quick warning. When you upload a video to your channel, if you don't specifically choose unlisted as I have right here, that video will immediately become public within your channel.

So if you upload a video and then you intend to come back to it later and do all the final wrap up work like adding a transcript and stuff. And you don't want the video to go live until then. If you leave it set to the default, which is public, it will publish, and then you'll have to go and make all those changes. And those changes will populate to everybody who's already seen the video. If you want to keep things as clean as possible, make sure that you pick unlisted, and then change it to public once you're done. Channel pages are your home page on YouTube. Remember, you can always edit them later on but you want to have as polished a channel page as possible because the things that happen on that channel page effect every single video you publish because of the way YouTube and (UNKNOWN) aggregate statistics within a channel. Go take a look at your channel page and see if there's some quick things that you can do to get some easy wins like integrating your page with Google Plus, integrating your page with Facebook and Twitter.

Adding a unique description of your company. You'll see the impact that that can have on the rankings of all the videos within your channel.

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