You invest a lot in your video content.
Is your video getting viewed and delivering results for your brand?
Most brands can make their video investment work harder by developing a video SEO strategy from the onset – helping them appear more effectively on both Google and YouTube.
Our Brand and Audience-Focused Approach:
We recommend the first step toward increasing your video discovery, views, and engagement is to understand what types of content, channel engagement, and optimization you would need to grow and maintain your YouTube and Google video viewing audience.
We also help you find what space you can “own” as a brand.
We would do this via a discovery session with your team, evaluate your current YouTube channel, video production process, video publishing, and promotion, and review your existing brand and audience research (and potentially suggest additional research). These insights would inform our go-forward strategy.
To implement the strategy, we often recommend YouTube training for your team and a set of suggested monthly software subscriptions to help you evaluate your video efforts. Training and software will allow your team to establish a regular testing plan to evaluate the effectiveness of your videos, which is essential to finding the perfect set of topics and formats that work for YOUR audience.
We realize that appearing in the YouTube algorithm requires a different approach from traditional SEO – you need to have a clear brand value proposition and communicate that to your audience to stand out, engage and keep your audience returning. Like SEO, it needs to be strategic from the beginning, and labeling alone won’t get you there if you want to grow engagement and a presence.
What We Deliver
Here’s a sampling of the types of deliverables we have provided to our clients:
- The brand’s YouTube strategy recommendation – Address the potential ownable space/“sweet spot” opportunity for the brand and a potentially tighter set of audience personas.
- Conduct a YouTube competitor audit (if needed). Depending on what currently exists, this could include: Collecting and analyzing critical current competitor data to assess across the voice space: competitors’ target audience, brand positioning, messaging, unique value proposition, brand personality, voice, engagement levels, topics focused on, YouTube approach, and other differentiators.
- Conduct additional research (if needed, though see YouTube focus group approach below).
- YouTube content/management roadmap + training – We then work with the internal team to put recommendations into place and provide resources (like our video SEO guide) to ramp up your internal and external resources. We additionally assist with content planning, software recommendations, and community management practices.
Additional Resources Related to Video SEO
- Bing and ranking signals for videos and images
- Video tips and resources from Google and YouTube
- YouTube Optimization – increasing watch time
- YouTube’s content planning guide
- Why federal agencies (GOVs) need a YouTube strategy
- YouTube metrics that you should track
- How to conduct YouTube keyword research
- Adding transcripts and captions to increase views and listens
