hi my name is Gary Eckstein from organicweb.com.au I'm a marketing consultant to governments,
universities, major brands, right through to small companies and there are three tips that
I really think I need to share about video and how to get better results from your videos more people
watching your videos online the three things I'm going to cover as you can see on the screen at the
moment our video and sound quality the description title and settings and subtitles I'm going to
work with YouTube and show you how to do this on YouTube the reason I'm doing that is because I've
seen the results with my Mailchimp tutorials and small business and other marketing channels I have
on YouTube I've really seen a huge amount of people coming from the Google search results and
so on to my video so I know that YouTube can work really well and I've seen it with my customers too
what we're looking at here just to illustrate the importance of
hosting on or the advantages of hosting on YouTube from an SEO perspective this is the Google search
central this is where Google has its documentation about search engine optimization where they tell
us what we need to do to rank well in Google this section is in the advanced section and it's about
video best practice so and I highly recommend this if you do want to read Google's documentation on
SEO please just go to developers.Google.com it is excellent but on the video best practice the
various sections and I'm not going to go through it all the good news is all these things such as
um you know giving an embedded uh player um ensuring there's a high quality thumbnail
structured data even if you don't know what that is YouTube does it all for you there are really
only three things we need to be concerned with if we're hosting on YouTube and that's why I'm
covering these three bits so even if you're a tiny business honestly just do these three things right
the first thing I'm going to cover just going back to it are a video and sound quality
you need to upload good quality video I don't need mean necessary that the
content needs to be perfect what I mean is that the frame rate needs to be high enough
the sound quality needs to be good enough and so on and I'll just go through this quickly the
container that Google suggests or YouTube suggests in this case is an mp4 container
if that doesn't make sense don't worry too much because honestly YouTube accepts
most of the very common containers so don't worry about it the audio codec
have good quality audio use a good microphone buy yourself a good microphone it's well worth
the investment the video codec don't worry too much about that again YouTube's very forgiving
frame rate and bitrate are important typically if you screen recording like at the moment so
this video that I'm recording at the moment obviously and enough uploaded it to YouTube
it's at 30 frames, uh 30, frame rate of 30. so that's screen but it really depends on kind of
what you're doing if you're doing sporting events you might need a higher frame rate
the bit rate is also important now honestly don't get too hit up about this
you want sort of eight megabytes per second minimum and uh you want 1080p at a minimum
that's a good quality video now if you're filming even with your phone um the latest you know Google
Pixel or or Apple iPhone or something if you're videoing with that honestly you're
going to exceed these anyway you're going to be absolutely fine so don't get too hit up about it
the main thing to remember under this section really under under video and sound quality is
make sure you've got good quality sound and good quality video bad quality just doesn't work
the next thing I'm going to look at is the description and the title when we upload a
video and this is one of my videos and I'm in the YouTube studio at the moment
when we upload a video into YouTube YouTube asks us for various things one is a title
then it's a description and various other things so let me just work through this
quickly because these are very important because Google indexes these looks at them
and through this through through your title your description and a few other things
Google decides whether to show and YouTube decide whether to show your video in search results
or not or recommend your video so your title it needs to capture people's attention it needs to be
honest and authentic so how to get more sales with brand stories and just so that you know I've seen
it a lot and in my experience it actually does work that adding a sort of topic I guess in either
kerdi brackets or just brackets or square brackets or something like that seems to get people's seems
to get people's attention the description what you want to do with the description is the first
line or two of your description need to be a very close reflection of the title almost like
a second title but expanded slightly you then add some more words usually I would add a longer
description because Google indexes these words and decides whether to show your video and so on what
you can do as well on the description if you have certain topics you can you can put a hashtag in
front just as you would do on Twitter, LinkedIn, etc. to make it show in searches for that specific
hashtag for example the thumbnail image look your thumbnail image needs to be 1280 pixels wide
by 720 pixels high 1280 by 720 so create a nice a nice thumbnail image that you can can upload if
you don't if you haven't created one outside well Google will will create one for you and ask you to
select a different thumbnail image from your video should you prefer so don't be too concerned about
that but honestly again title critical description critical but the first few lines is particularly
important on your description and it needs to be almost a second a second title expanded title
you can add playlists that's well worth doing adding to playlists
you need to agree whether it's made for kids or not I'm just going to show a few other things here
you need to say whether it's a paid promotion or not the tags I'm not convinced the tags are that
important for search some people say they are I'm not that convinced but it is worth putting in uh
some tags what your content is about so I've put Mailchimp expert here Mailchimp partner Mailchimp
etc okay various other information you can go through all of this we'll get onto subtitles in a
second but again I think anyway the most important bit here really from a search engine optimization
perspective for your videos you've uploaded to YouTube title and description absolutely critical
so we've covered video and sound quality just make sure they're good
we've covered sort of the description and title and various other settings
and the third thing that yeah there we go thing that I think is most important
is subtitles I don't think this is stressed enough how important these are and they are
just so important so if I click on subtitles what you'll notice for this for example is that
YouTube in this case has automatically created subtitles for me so subtitles are taking the
words from your video and creating text out of it because remember that that Google is particularly
strong on text search so it converts that the audio into text search so it can then index it
that is critical with you know Google's creating that text where YouTube is creating that text
that will help show your video in the Google results in the YouTube results and so on
what you want to do however is you want to duplicate and edit your subtitles for every
single video sometimes it can take you know a few hours for for YouTube to create these
subtitles for you wait till that's done and as soon as you can duplicate and edit them
the reason being is that often capitalization isn't correct
uh spelling isn't correct and so on and I'll illustrate to you so if I click duplicate and edit
what you'll notice here and there immediately I can see Rio de Janeiro so what Mailchimp
sorry not Mailchimp sorry what uh YouTube has done in this case they've transcribed it and
you can see that it hasn't come out perfectly so uh Rio de Janeiro I should you know I would
change that spelling what I usually do is I just click in here and control I a in Windows you know
and the equivalent in on a Mac and then I put this into a text editor Microsoft Word and I change the
words so sorry sorry get the spelling right and so on so for example here you can see I would need
to really change hi then I'll change you'll notice all the I'm the I I've and so on is always a small
I g for Gary organicweb.com and you'll notice that wasn't even correct because it's organicweb.com.au
so go through and just make sure this is right Google does look at your grammar it does look at
your spelling and so on so help Google by going into the subtitles and I'll publish this let's
go sorry going into the subtitles and just making sure it's correct uh don't change the wording uh
what I mean by that is is it needs to be a a a reflection of what you've said in your video but
just make sure the spelling is right um for example and then I would click publish that
that easy I'm not I'm just going to save this for now I'm not going to actually do that now
but once you've done that you would have published two different versions of the subtitles
so these what I've covered today are the three things that I believe
or I've realized from my own uh YouTube channel are critical to success for your business
on YouTube the one is just make sure your video and sound quality is good the second fill in the
settings make sure your title you have a good title that's reflective of the content of your
video and also captures people's attention on the description have a nice you know nice quantity of
words in your description that describe what you're showing in the video and make sure that
the first few lines of your description are very closely aligned to the title title of your video
last but not least and even one of the most important things I think from an SEO perspective
full video is make sure that your subtitles are correct that the spelling's correct the case is
correct and so on but thanks for joining me please like this video my name is Gary from
organicweb.com.au