Learn how to increase your website traffic through video content! Master the art of optimising videos for YouTube with Cameron Francis and Sam Roshan as they discuss how to use tags wisely, create strong call to actions and develop video concepts based on customer value, including pro-tips for small to medium business owners. Tune in to learn more in this episode of The Digital Cowboys.
- Keyword Research – 00:02:03:27
- Keyword Tool.io – 00:03:38:19
- YouTube Video Maker – 00:04:50:11
- Create an Optimised Title – 00:06:05:14
- Use Tags Wisely – 00:08:11:12
- Create a Full Description – 00:08:54:10
- Create a Strong Call to Action – 00:10:51:08
- Develop Video Concepts Based on Customer Values – 00:12:44:06
- Repurposing Video Content – 00:13:40:25
Let’s talk about, when you’re creating videos, what are the things that you
want to consider. One of them is actually doing some keyword research.
It’s actually create the topic and the video that you want to put together.
You really want to be able to see what people are actually searching for, so
create the videos around
Take the time to write it out to explain what the video is about. At the very
top of the description, I would generally write, “For more information, go
to URL,” and that URL would be our website, or in a page, it’ll be our
contact details plus the people.
Digital Cowboys Episode 8.
We discuss everything digital marketing and growth hacking for small
businesses, startups and entrepreneurs. If you want that competitive edge,
then saddle up because Cameron Francis and Sam Roshan are about to
drop some value bombs.
Hey, everybody, this is Cameron Francis …
And you’re with Sam Roshan.
… and this is the Digital Cowboys.
Right on. How are you today, Sam?
There are so many things that I would want to replace ‘Cowboys’ with, and
I find just really funny.
There’s thing I want to mention. We’ll just stick to Cowboys.
What do you want to talk about today?
I think today we have a pretty good and interesting topic, which is
optimizing videos for YouTube.
Love it. We all know who YouTube is. It is the … Is it the number one search
engine, or is it number two? It’s one or two.
Yeah, it’s top two and they’re both owned by the same people.
Owned by the same people. YouTube’s massive, so many people are using
it, watching it, all walks of life. You can use it as a really effective marketing
tool and also you can siphon from free traffic for people that are looking for
And it is the world’s second largest search engine.
Just Google it.
Let’s just start with all the value. Number one, what would you want to do?
Let’s talk about when you’re creating videos, what are things that you want
to consider. One of them is actually doing some keyword research. It’s
actually create the topic and the video that you want to put together. You
really want to able to see what people are actually searching for, so create
the videos around
How would you do that?
One of the easiest ways to do this is just to go to google.com.au and just
the queries that people have been asking about. Also if you wanted to like,
for example, talk about dental fillings, because I just one done today …
… so Google
So if people are wondering why he’s talking a little bit funny, and he’s
actually salivating from his mouth, it’s because he went to the dentist.
I am not. That’s all bollocks, but that’s cool. When you’re looking at dental
fillings, if you just scroll down on the search results on Google search
results, so you’ll be able to see all the related search terms.
The easiest way, and there’s multiple ways of doing this, so you can also
use Google Keyword Planner Tool. But I think to just make it really easy,
Google just really is trying to, and has been always wanting to provide the
most relevant search results for the
it really easy for you to do your keyword research. Just Google it.
The other one is you’ve got
maybe if you want to just share a little bit about KeywordTool.io.
All right. KeywordsTool.io. It’s a tool that we use for our SEO clients to find
money keywords, good keywords, keyword research, keyword volume,
competitiveness. It’s really good. There’s a few tabs in there you can use to
get Bing, obviously, Google, and there’s a tab for YouTube. A lot of them
are going to be
I liked your idea of going to Google. I like the fact that you can interpret the
information then it gives you on the SERPs. Let’s just say we do SEO, all
right. So what? SEO. What is SEO? Easy. Where? Where SEO. Where should
you do SEO? Why? Easy. Why should you do SEO?
Where you should do SEO.
Where should you do SEO?
The intent’s the same even if the question is a little bit different, but you
just got to be smart enough to be able to tailor that yourself, so, yeah,
keyword research, absolute must if you’re wanting to get as much traffic as
possible. What else have we got?
YouTube Video Marker. It’s quite
out there that actually you can go online and search for this. There’s a lot of
types of softwares that you can actually create your videos from or edit
them. It makes it a lot easier and it is quite
way for you to be able to get the ball rolling.
One of the things that a lot of businesses always struggle with and I know
that all the gurus mention that today it’s execution. You might have all
these ideas and you want to do things. It becomes overwhelming and
there’s so many tasks to do throughout the day. We get it. It happens to all
businesses, especially when you’re small to medium size because you’ve
got so many hats on.
At the end of the day it’s just something that you have to do because the
world is becoming a competitive space. There’s so much content being
pushed out there and if you’re not producing any valuable content as part
of the value proposition that every business ideally should have, and
YouTube Video Maker, it makes it easier. You want to do this as
there’s a lot of good, easy tools that you can use.
The title. It’s obviously the first thing that gets seen. On the actual video
itself, I would optimize the title to make sure, first of all, it’s catchy and it
explains what the video is, but it doesn’t hurt to actually make it
the title of the actual video itself, “What is SEO?” You put your own brand
name in there as well, so you want to put a straight line, and then, put the
business name so that you’re able to target both of them. Utilizing your
keyword research, you find the most searched phrase, and that’s generally
going to be the title of the YouTube video.
Very cool. What I just did is I just typed in “How to lose weight fast,” for no
apparent reason, just to find out-
Because you’re vain.
… What was that?
Because you’re vain?
Because I am vain, probably. Just to find out, I guess, looking at some of the
titles that are being created. What I did is actually just jumped on to page
10 and the second listing there, the title states “Quick Sweats Cardio
Workout to Lose Weight and Burn Belly Fat Fast.” Looking at the first
listing, the first listing is giving us … what is the title? “How to Lose Weight
Fast, 10 Kilos in 10 Days,” so just doing a comparison between the two.
Although their intent is the same, one is straight to the point, but also,
obviously, it’s ranking quite well. It’s got all the …
For example, I’ll give you some examples that we’ve done. If you actually
search for Anzac Day, kablammy, our video appears number one, 80,000
viewers. “What is Anzac Day?” question, targeting that keyword by
ETRAFFIC and there’s a few more. Like if you type in “web design
Melbourne,” we’ve got videos there. The idea, make sure that you’ve got
the question inside the extra title and you want to reference your business
name and what you just mentioned as well.
What else you got?
Tags are very important.
Very important. You got to use them wisely, really consider who you’re
trying to target, what they are going to be searching and so on. Just make
sure that the tags are really relevant, and just don’t go nuts. You have to
really be concise with what your tags are, and just keep it uniform
throughout all your videos that you produce.
Hashtag pro tip: What I like to do is use competitor channel names and
competitor names as tags so that when people are searching for them, our
video appears. It does work. Give it a crack.
Very good. Very good.
All right. Next, the actual description itself. There’s a couple of things I like
to do here. With the description, take the time to write it out, to explain
what the video is about. At the very top of the description I would generally
write, “For more information, go to URL,” and that URL will be our website,
or in a page, it’ll be our contact details plus some people. If they want to
call or contact or make an inquiry, they’ll be able to go through there as
well. But the description underneath that is all going to be the value that
the video gives.
I’ll also have some links embedded so links within the actual description
… so that people can go through to those particular pages. Yeah, I think
that’s about … and a call to action at the end, so it’s a typical description.
Like you just go through some videos …
…closed captions. Even if you only upload is transcripts …
Yup, yup. Well, with the transcript, that’s a must. Because what people can
do is they can get your video, they can see if the content is in written form
on Google, and they can actually get the transcript of your video, and then,
claim as their own content, right? So if you’re not uploading the transcript
or the actual content on your website itself, then you don’t get the actual
written value that Google can bring.
What we do is we got a website called Rev.com. Some of our videos are
pretty long, right, so they’ll actually transcribe this audio for us. I’ll upload
the audio and for an hour audio, it will cost us 15 bucks, but can you
imagine sitting through listening and writing it out how much that would
cost from a time perspective? So I use that, and then, based on that, we
will upload it into YouTube and make sure that it’s on our website as well.
Website gets the benefits from an SEO perspective.
Also, an example is something that Cam mentioned earlier with regards to
call to actions, like, share, comment, subscribe to our channel. Just real
simple things, but very effective.
On that actual video itself, I would make sure that I am at the very end. I’ll
have the still frame of the video, and you can use that as an outro, so a still
frame and on that still frame it’s going to have links embedded to all the
social channels. It’ll have an arrow pointing to “Subscribe to our page.”
It will have “Watch the next episode,” and then embed the video that you
want them to watch after the current video right on that screen. That’s all
on maybe 10, 15 seconds on the still frame, but utilizing that time because
people are on your page, they’re ready to go through more content. This
will make sure that you get more engagement.
The other thing that I would add would be making sure that you have a
really strong call to action. At the end of the video, you’ve got to think …
Sorry, let’s go back. You’ve created this video for a purpose. You’re
satisfying someone’s need. They have a question, they have a problem,
you’re providing that solution. Once you’ve provided that solution, what do
you think they want next? What should they do? Should they contact you?
Should they go to another video? Should they subscribe? Whatever it is,
make sure that you’re putting that into the video at the very end, and
that’ll improve the actual conversion rates just by asking.
Excellent. Something that you just mentioned before is think about what it
is that they should do next, so really we’re talking about tailoring every
single video and the whole process of uploading it and so on, towards the
need of the audience.
Taking it a couple of steps back and actually creating the video itself, it has
revolved around how it’s going to provide value to your audience and to
your potential customers. So really think about, and if you’ve been
operating for a while, I’m sure there is a whole lot of questions that people
come and ask you all the time.
You can again use Google to find out what people are searching for and
create the content around that. Create the video and ensure that there is
enough value in it for them to want to provide that like, or want to share
this video, or want to watch the next video. Because there is just so much
content out there everyone is so busy doing something, nothing, whatever
it may be, but people are quite busy and we’re asking for their time. How
do we ensure that there is enough value for them to want to continue and
take the next step?
Love it. Last one, repurposing, and I’ll let people in as to how we’re going to
or how we are repurposing all of this content now. We’re recording a
podcast that people are listening to. We are also
podcast using this audio so that we can upload that into YouTube. We will
get the transcript of this and create a
We will then use the key points of this and create an infographic of this
very talk on how to optimize a YouTube video. We will Facebook Live, sorry,
you can Facebook Live it. You can Instagram Live it.
Oh, there’s one more also with Instagram. Now that you’ve got the ability
to have 10 slides, you can actually cut up the video that we are recording
now into 10
can watch the actual video. You’re going to have 10 videos in one, so
information that way. Saves you a lot of time, and you are able to get more
reach out of there, whether people like to listen, whether people like to
watch, or people like to read.
What you just mentioned before, everything sounds great. To some of the
audience, oh, anyone that’s actually listening to this, it might be a bit
overwhelming looking at there is just so much that you can do with just
one, this particular type of content. You don’t have to do all of them. We’re
providing ideas for yourself, for people to consider. Even if you pick one or
two of them, there’s just multiple ways of doing this and just see what your
audience prefers best and test it. You don’t have to do all of it. These are
just there for everyone. I guess new ideas.
I really like this, but you know what I really like, Sam? I like Halal snack
pack, my friend.
I know. It’s getting cold and I’m very hungry, too.
All right. Cool.
Thanks for tuning in, guys.
Thanks for listening to the Digital Cowboys with Cameron Francis and Sam
Roshan. Now, if you enjoyed today’s episode, head on over to iTunes and
give us a
digitalcowboys.com.au where we post the latest episodes and content
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