CBPO

Monthly Archives: October 2020

YouTube Premium subscribers get a new perk with launch of testing program

October 10, 2020 No Comments

YouTube has long allowed its users to test new features and products before they go live to a wider audience. But in a recent change, YouTube’s latest series of experiments are being limited to those who subscribe to the Premium tier of YouTube’s service. Currently, paid subscribers are the only ones able to test several new product features, including one that allows iOS users to watch YouTube videos directly on the home screen.

This is not the same thing as the Picture-in-Picture option that’s become available to app developers with iOS 14, to be clear. Instead, YouTube says this feature allows users who are scrolling on their YouTube home page to watch videos with the sound on while they scroll through their feed.

Two other experiments are related to search. One lets you filter topics you search for by additional languages, including Spanish, French or Portuguese. The other lets you use voice search to pull up videos when using the Chrome web browser.

Image Credits: YouTube, screenshot via TechCrunch

None of these tests will be very lengthy, however. Two of the three new experiments wrap up on October 20, 2020 for example. The other wraps on October 27. And they’ve only been live for a few weeks.

In years past, YouTube had allowed all users to try out new features in development from a dedicated site dubbed “TestTube.” In more recent years, however, it began to use the website YouTube.com/new to direct interested users to upcoming features before they rolled out publicly. For example, when YouTube introduced its redesign in 2017, users could visit that same website to opt-in to the preview ahead of its launch.

Now, the site is being used to promote other limited-time tests.

YouTube says the option to test the features was highlighted to Premium subscribers a few weeks ago within the YouTube app. It’s also the first time that YouTube has run an experimentation program tied to the Premium service, we’re told.

The company didn’t make a formal public announcement, but the addition was just spotted by several blogs, including XDA Developers and Android Central, for example.

Contrary to some reports, however, it does not appear that YouTube’s intention is to close off all its experiments to anyone except its paid subscribers. The company’s own help documentation, in fact, notes this limitation will only apply to “some” of its tests. 

YouTube also clarified to TechCrunch that the tests featured on the site represent only a “small minority” of those being run across YouTube. And they are not at all inclusive of the broader set of product experiments the company runs, according to the company.

In addition, non-Premium users can opt to sign up to be notified of additional opportunities to participate in other YouTube research studies, if they choose. This option appears at the bottom of the YouTube.com/new page. 

YouTube says the goal with the new experiments is two-fold. It allows product teams to receive feedback on different features and it allows Premium subscribers to act as early testers, if they want to.

Premium users who choose to participate can opt into and out of the new features individually, but can only try one experiment at a time.

This could serve to draw more YouTube users to the Premium subscription, as there’s a certain amount of clout involved with being able to try out features and products ahead of the general public. Consider it another membership perk then — something extra on top of the baseline Premium tier features like ad-free videos, downloads, background play and more.

YouTube, which today sees more than 2 billion monthly users, said earlier this year it has converted at least 20 million users to a paid subscription service. (YouTube Premium / YouTube Music). As of Q3 2020, YouTube was the No. 3 largest app by consumer spend worldwide across iOS and Android, per App Annie data.

 

 

 

Mobile – TechCrunch


How Roblox completely transformed its tech stack

October 10, 2020 No Comments

Picture yourself in the role of CIO at Roblox in 2017.

At that point, the gaming platform and publishing system that launched in 2005 was growing fast, but its underlying technology was aging, consisting of a single data center in Chicago and a bunch of third-party partners, including AWS, all running bare metal (nonvirtualized) servers. At a time when users have precious little patience for outages, your uptime was just two nines, or less than 99% (five nines is considered optimal).

Unbelievably, Roblox was popular in spite of this, but the company’s leadership knew it couldn’t continue with performance like that, especially as it was rapidly gaining in popularity. The company needed to call in the technology cavalry, which is essentially what it did when it hired Dan Williams in 2017.

Williams has a history of solving these kinds of intractable infrastructure issues, with a background that includes a gig at Facebook between 2007 and 2011, where he worked on the technology to help the young social network scale to millions of users. Later, he worked at Dropbox, where he helped build a new internal network, leading the company’s move away from AWS, a major undertaking involving moving more than 500 petabytes of data.

When Roblox approached him in mid-2017, he jumped at the chance to take on another major infrastructure challenge. While they are still in the midst of the transition to a new modern tech stack today, we sat down with Williams to learn how he put the company on the road to a cloud-native, microservices-focused system with its own network of worldwide edge data centers.

Scoping the problem


Enterprise – TechCrunch


Crowd marketing is the forum link building strategy you need to know in 2020

October 10, 2020 No Comments

30-second summary:

  • Link building is still one of the best tactics to boost your Google rankings
  • Forum link building can help you tap into niche communities
  • Crowd marketing is the concept of setting up a strategy for forum link building
  • There’s no need to be discouraged if you’re just getting started
  • Quality is important both in your content and the forum that you decide to join

SEO is evolving through the years and it’s still more important than ever in your digital strategy.

It takes time to rank high in Google’s search results and one of the best ways to improve your success is to aim for credible backlinks to your content.

Backlinks can prove that the content is trustworthy and useful enough for the users to get you higher in SERPs. 

Through the years, link building is still one of the most effective methods to build your SEO. It helps you improve your search visibility and work towards reaching higher in the SERPs in a consistent and efficient way.

The question is, how can you make the most out of it in 2020?

Forum link building can be your secret weapon. Crowdo has released ‘The Ultimate Guide to Forum Link Building in 2020’ sharing tactics and examples to make it work.

Here are the key takeaways:

Content created in partnership with Crowdo.

Embracing crowd marketing

One of the most common tactics in link building is guest posting. It’s the process of featuring your content on another blog to get a link back to your site.

Although it’s a popular method, there are still more options to consider.

For example, ‘crowd marketing’, involves link building through communities and forums.

Crowdo is listing the benefits of ‘crowd marketing’ on their latest report:

  • Forums can be relevant for every niche industry. You can get links back to your site even when trying to reach a very specific group of people
  • It can be easier to get a link on a forum compared to getting a guest post published.
  • A lot of forums have been around for many years, which increases their credibility as a source of a link

It’s relatively easy to get a backlink from a forum. Your research can help you find the best way to reach your target audience to maximise the value.

It’s important though to avoid spamming or automated link generators. Crowd marketing should be a white hat technique rather than a quick win with no tangible results.

Focusing on the right links

You don’t want to gather as many links as you can if they don’t add value to your site and your ranking.

The quality of backlinks is crucial. If you’re unsure how to define the quality of the backlink, here are the key factors to consider:

  • Website traffic. Examine the traffic of the website to understand its popularity and it value it can bring
  • Relevance. Pick the forums and threads that are relevant to your site’s content. Don’t waste your time on links that are useless.
  • Authority. Look at the domain authority (DA) of the website. Tools like Ahrefs/ Moz / Semrush can help you discover a site’s DA. Aim for a DA that’s at least 50.
  • Context. Make sure your link is naturally placed in a sentence. Don’t just add the link on its own but rather link it to the right context.
  • Quality of forum. Analyse the forum’s quality. Too many spam posts are not a good indication of its quality. Aim for forums that are highly moderated as this may indicate the increase in the quality and the trust.

Best practices for scaling up link building

If you’re just getting started with link building, it might feel challenging to scale up your efforts.

There’s no need to quit though.

Here are Crowdo’s tips on how to address your challenges:

  • Don’t skip research. Research is crucial. Find the communities that are more relevant to your target audience. Look at their metrics. Read the latest threads to explore the topics that you want to be featured on.
  • Build trust. When you’re just getting started in a community, it’s important to take the time to build trust. If you need to register, fill all the details on your profile, join additional conversations, and aim for the long-term relationship.
  • Confirm that the threads are indexed by Google. Make sure that the forum threads that you’re about to post are indexed by Google. You don’t want to waste your time without seeing the content indexed.
  • Treat link building as an investment. Link building takes time. If your niche forum requires a registration fee, work on your end goal and what you want to get out of it. If it justifies the investment, do not hesitate to invest more time and resources on it.

Practical examples

If you want to see what forum building looks like, here is an example from Crowdo’s report.

In this example, the target niche is insurance providers. The community has more than 80k visitors, 93 DA, 48 TF. Thus, it makes the perfect source to add value to a conversation along with a dofollow backlink.

It’s a great example of how your research can lead you to the right source to make your link both useful and relevant.

Next steps

If you need additional help with your forum building, agencies like Crowdo can help you with on-demand link building services.

They are offering an exclusive offer to our readers with a 10% discount. You can find out more here and make the most of the offer using the coupon code provided in the link.

If you want to find out more about forum link building, make sure you read their latest report here.

The post Crowd marketing is the forum link building strategy you need to know in 2020 appeared first on Search Engine Watch.

Search Engine Watch


Align your content with customer intent via zero click search

October 9, 2020 No Comments

30-second summary:

  • While there are issues around zero click search, there are useful insights for brands looking to connect searchers into their purchase funnel that go beyond boosting SEO.
  • Ron provides an overview of the various zero click SERP features and their functions, including the answer box, the “people also ask” box, and the knowledge graph.
  • The first use case for these features is to qualify whether a keyword is worth targeting.
  • Secondly, brands can get specific on the types of information people are interested in and better understand the needs of potential customers.
  • Brands can then create relevant and meaningful content for potential customers that aligns with the product or service they are selling.
  • Lastly, marketers must keep in mind that zero click is a free resource for achieving greater results.

Zero click search has been the phrase scaring people in the SEO world over the last couple years, and will likely continue to cause problems with how SEOs try to measure success into the future.

While Google scraping content from brands and then not sending visits to those brands isn’t necessarily a good thing, there are some powerful data points we can leverage from their use of zero click search results.

One good thing about zero click search results is that they can help you better understand the intent of the user performing the search. Building search strategies focused on aligning your content to the interest of the user is what sets high performing SEOs apart from the rest.

Gone are the days of writing content that includes the right keywords in the right places to trick Google into connecting your content to a search query and ranking it in a favorable position.

Now, we have to spend a lot of time making sure that our brand is a good fit for the person on the other side of the computer and that our website gives them the information that they need.

So, how do you put yourself into the mindset of your customers and empathize with the problems they are trying to solve with a Google search?

First, a brief overview of the zero click SERP feature

The good news is that Google has spent a lot of time and money building an algorithm whose sole purpose is to understand those problems.

Brands can leverage the search engine itself and access important data points about searchers to validate who they are targeting with the strategies and information they are targeting them with. Even better, it’s all available for free!

If you don’t know, a zero click SERP feature is an element in the SERP that allows the user to access the information they are looking for without actually clicking on a result.

Let’s say you are working with a hiking shoe brand and throughout a keyword research you find terms surrounding the topic of the length of the Appalachian trail. When you perform a search for the query “How long is the Appalachian trail?”, the following will pop up:

  • The answer box, or the direct answer to your question, which is 2,190 miles, with a blurb explaining the average amount of time it takes a hiker to walk the entire trail, as well as the approximate number of hikers that actually make it through the entire trail
  • A “People also ask” section is directly below with a list of additional questions related to your original search query
  • A knowledge graph on the right for the “Appalachian Trail Conservancy”, which offers more information about the Appalachian trail (e.g. Wikipedia)

Now, let’s take a look at how these features can aid you in better understanding the people you want to target with your SEO strategy.

Qualify whether a keyword is worth targeting

If the top organic results are pages that definitionly discuss the topic with no tie to a product or solution (i.e. Wikipedia) and an answer box or knowledge graph is showing up, it is likely an indicator that people searching the term are looking for an encyclopedic answer to their question, so not part of your purchasing funnel.

If the organic results have product or solution result pages, then the intent is likely a mix between people looking for an encyclopedic answer to their question and those that might buy at some point in the future. In those cases, it would likely be worthwhile to target the topic.

For the example of “how long is the Appalachian trail” the former seems to be more the case, but there is still information on the page for building an SEO and content strategy.

The knowledge graph will show you what people also searched for, the time in the day/week a location is most popular, or even question or reviews about the topic searched.

The answer box sometimes goes into a little more depth regarding the topic searched. In the Appalachian trail example, it tells us it can take 5-7 months to hike the trail.

For my shoe company this could qualify targeting hikers tackling the trail because they are going to need multiple pairs of hiking shoes throughout that time. I just have to figure out what those people are looking for out of a shoe. That’s where “people as ask” and “related searches” comes in.

Understand customer search intent

Based on prior searches, this algorithm has identified additional topics that people seek when looking for information about the length of the Appalachian trail. Broadly, you can assume that people are searching “how long is the Appalachian trail?” have some sort of interest in hiking the trail.

This extra information allows you to get specific about what types of information people are interested in relation to the length of the trail — and therefore, help you create content that aligns with the product or service you are trying to get potential customers to engage with.

This allows you to start connecting these searchers into your purchasing funnel for hiking shoes.

In our current example, we see that people can walk an average for 20-25 miles a day when hiking the trail. If I had to walk that many miles, I’d probably be interested in shoes that would allow me to do that comfortably.

Apply this information to your SEO and content strategies

SEO is more than just trying to best optimize a page on your website for the Google bot to crawl. You want those pages to have the information that people need answered when they are searching these queries. Studying the SERP allows us to do that.

For example, if you wanted to target “best thru-hiking shoes”, you can incorporate the information we’ve learned above to answer questions that people might not know they have.

A blurb could look something like “The Trail Runner XT allows you to comfortably walk 20-25 miles a day as you trek through the beautiful landscape of the Appalachian trail”.

Again, keep in mind that these are free insights that can benefit your brand

When doing research, it’s important not to forget about all of the data Google is giving us access to. Remember that the entire algorithm is built to best understand the needs of your users and give those users content that best fits those needs.

As marketers, we can leverage that data to get great insights into types of problems we need to be solving for our customers resulting in great content — and even better results.

Ron Cierniakoski is Product Manager at Terakeet, an enterprise search engine technology company that leverages 20+ years of expertise to serve global brands.

The post Align your content with customer intent via zero click search appeared first on Search Engine Watch.

Search Engine Watch


A five-step framework for effective keyword targeting in 2020

October 8, 2020 No Comments

30-second summary:

  • Proper optimization is about comprehensive basics, not the “secret tricks”.
  • The most important basic tactic to get right is keyword targeting.
  • First, you need to know where in the sales funnel your clients are.
  • Then, you use the best-matching and most valuable keywords targeting the clients’ intent.
  • By mapping the keywords to your content, you’re able to always keep track of which page is targeting which search queries.
  • Founder and CMO at SEO PowerSuite and Awario, Aleh Barysevich’s guide will help you succeed at keyword targeting.

Sometimes we get carried away with details, letting the big picture slip from view. However, when it comes to SEO, the devil isn’t in the details or yet another little known keyword targeting and overall research technique you’ve dugout. But rather, it is in being strategic when working on your essentials.

And today we’ll try to look at keyword targeting (the cornerstone of your keyword research) from a different angle. Making sure all of your efforts are truly coherent with your business goals and are best shaped to the competitive landscape you operate in.

Step 1. Deciding on the funnel stages

The idea of funnel stages is not new to SEOs.

At any given moment each of our potential customers is on a different “stage” of the purchasing process – from only suspecting they’re having a problem (top funnel) to researching available solutions (mid funnel) to actually looking to purchase one (low funnel).

However, in terms of keyword targeting, we mostly use this concept to classify the keywords we already have to better integrate them into our content plan and the overall site structure.

What we tend to forget about is that different business goals are better matched by different funnel stages. And there are two questions you’d better ask yourself before getting down to keyword research:

A. How do you plan to monetize your SEO traffic?

Depending on the monetization model, you might be more interested in a wider or, on the contrary, narrower keyword range.

  • AdvertisingTop funnel keywords
    When your primary goal is eyeballs for your ads, what you need is the highest search volume informational keywords.
  • Affiliate marketingMid funnel keywords
    Affiliate marketing is mostly about squeezing into the customer journey on its investigation stage, just before the customers decide to finally buy the product.
  • EcommerceLow funnel keywords
    Targeting hundreds of different products means your keyword strategy will be dominated by low funnel purchase intent keywords.

B. Are you limited in budget and resources?

Targeting top-funnel keywords requires more resources. You have to scatter your efforts over multiple topics, while getting lower conversions.

So with a substantial budget allocated, you might want to target the funnel top even with your e-commerce website. Yet with little to no resources available, whatever business you’re in,  you are better off focusing on low-funnel transactional keywords.

Step 2. Forming intent-based keyword groups

Intent-based targeting is also nothing new, in fact, it is essential for content to appear for appropriate queries.

The more Google was talking about semantic search, the more SEOs were debating: how to use keywords now, when Google is able to look beyond keywords, at meanings and context?

Building dozens of shallow pages for separate keywords was clearly no longer an option. Dropping keywords altogether and simply creating super-in-depth content also proved out of touch, since both search engines and people still rely on keywords.

It seems like, SEO-wise, the best approach to building content is around keywords with specific search intent. This way, we’re giving the user what they are truly looking for, yet still providing relevance signals to search engines.

So, whatever methods you choose to find your initial keyword list, your next step will be to divide them into smaller groups based on intent. For example:

Keywords Intent
 

buy rare vinyl records

buy jazz vinyl

 

research specialist vinyl stores
buy vinyl cheap

best prices on second-hand vinyl

vinyl on sale

 

find places to buy vinyl cheap
used vinyl stores

where to buy used vinyl in san diego

 

get a list of best vinyl stores
how to choose used vinyl

how to examine vinyl

 

get tips on choosing vinyl
сlean vinyl records

is it ok to clean vinyl records with alcohol

 

get tips on cleaning vinyl

Step 3. Determining true business potential

When analyzing business potential, we usually look at search volumes and keyword difficulty to make sure the keywords we choose have the potential to bring in some traffic.

But upon a closer look, especially when we’re talking about top-funnel informational keywords, not all of this traffic has the same business value and chances to convert.

It’s common sense, logic, and intuition. Based on them, I usually classify my keyword groups into “high”, “mid”, and “low” business value.

With the last category usually cut off from the campaign altogether.

Keywords Intent Business Value
 

buy rare vinyl records

buy jazz vinyl

 

research specialist vinyl stores High
buy vinyl cheap

best prices on second-hand vinyl

vinyl on sale

 

find places to buy vinyl cheap High
used vinyl stores

where to buy used vinyl in san diego

 

get a list of best vinyl stores High
how to choose used vinyl

how to examine vinyl

 

get tips on choosing vinyl Mid
сlean vinyl records

is it ok to clean vinyl records with alcohol

 

get tips on cleaning vinyl Low

Step 4. Identifying best-matching content types

If you look closely, you will surely notice – Google SERPs aren’t formed randomly.

Have you noticed a correlation between the type of the search results (say, a how-to guide, a news page, a review) and the type of search query?

The thing is, some types of content seem to Google as better matching this or that particular search intent. And this seems only logical. If you were to decide which results to show on a SERP:

  • For informational keywords, you’d likely pick step-by-step guides, infographics, and explanation videos;
  • For transactional queries, you’d prefer product pages, signup pages, free consultations, etc;
  • For investigational queries, they look for comparison pages, tables, and reviews.

However, with search queries being constantly adjusted by RankBrain, relying solely on common sense might lead to a misconception.

So we’d need to check what types of pages actually rank for a particular group of keywords. So that you’ll identify the most popular type of content on the SERPs for each of the intent groups on your list.

Keywords Intent Business Value Content type
 

buy rare vinyl records

buy jazz vinyl

 

research specialist vinyl stores High Record store’s websites
buy vinyl cheap

best prices on second-hand vinyl

vinyl on sale

 

find places to buy vinyl cheap High Discount offers in online record stores
used vinyl stores

where to buy used vinyl in san diego

 

get a list of best vinyl stores High Listicles
how to choose used vinyl

how to examine vinyl

 

get tips on choosing vinyl Mid How-to guides
сlean vinyl records

is it ok to clean vinyl records with alcohol

 

get tips on cleaning vinyl Low How-to guides

Step 5. Mapping keywords to content

For a brand new website, keyword mapping is one of the most important things to check before launching.

At this stage, you need to ensure that all of your valuable keywords are effectively distributed among the future site pages.

Things are more complicated for a website that’s been around a while, as some of your pages probably already have Google rankings. Any changes you implement could lead to either losing your current rankings or ending up with pages cannibalizing each other’s keywords.

That is why before deciding on your ideal keyword map, make sure you take into account all of the current rankings already earned.

And finally

Next comes optimizing each of your pages for the keyword groups you’ve selected. This process is sure to be pretty time consuming (and is definitely worth a separate article).

But following this five-step framework and being strategic and consistent from the very start is what ensures the efforts you invest in content optimization truly pay off.

Aleh Barysevich is Founder and CMO at SEO PowerSuite and Awario.

The post A five-step framework for effective keyword targeting in 2020 appeared first on Search Engine Watch.

Search Engine Watch


Revolut lets you track your subscriptions, adds savings bonus in the US

October 8, 2020 No Comments

Fintech startup Revolut has rolled out a handful of additional features over the past few days. The financial app lets you track all your subscriptions that you pay with your Revolut account or your card. In the U.S., Revolut is adding a savings bonus based on your purchasing habits. Finally, business customers can now order metal cards.

Let’s start with subscription tracking. For customers in Europe, Revolut is trying to make it easier to stay on top of your various subscriptions. Direct debit or card transactions are automatically marked as recurring. You can also manually mark transactions as subscriptions in case they aren’t automatically marked.

After that, you can see all your recurring payments from the app and check how much you’re spending with each merchant. If you spot a subscription that you completely forgot, you can block it — future payments will be declined.

And if you don’t have a lot of money on your account, you receive a notification warning you that a subscription payment is coming up. Subscriptions can be accessed from the Payments tab under Scheduled.

If you have multiple bank accounts, some users might switch their payment information to their Revolut card just to keep all their subscriptions in Revolut. It could boost usage.

4.5% bonus on savings accounts in the U.S.

In some markets, Revolut offers savings vaults. As the name suggests, those sub-accounts let you put some money aside and earn interest. You can round up card transactions and save spare change in a vault, you can set up weekly or monthly transactions or you can transfer money manually whenever you want.

In the U.S., customers earn 0.25% annualized percentage yield (APY) with their savings vaults. If you pay for a premium subscription, you get 0.5% APY with a Revolut Premium or Revolut Metal plan.

During the COVID-19 pandemic, you get a generous bonus on top of your normal interest rate: Revolut calculates how much you spent with your Revolut debit card the previous month; that amount is eligible for a 4.5% APY bonus.

For instance, if you spent $ 400 with your card last month and you have $ 500 in your savings vault, you’ll receive the 4.5% bonus on $ 400. You’ll also earn 0.25% to 0.5% on the entire savings vault.

If your savings vault balance is lower than how much you spent with your card last month, your entire vault is eligible for the bonus. Interest is calculated daily using an annualized rate and paid out the first business day of the following month.

Once again, the new feature should boost engagement in the U.S. for both card transactions and savings vaults. Revolut has 13 million customers in total, including 150,000 in the U.S.

Metal cards for business customers

People care about metal cards. That’s why many fintech startups now offer expensive monthly plans with metal cards — N26, Bunq, Curve and Revolut.

But Revolut Business customers have been limited to plastic cards (or virtual cards). If you use Revolut Business for your company, you can now order metal cards depending on your plan.

Revolut Business customers with a free account or a freelancer account can’t order metal cards. Customers on the Grow, Scale or Enterprise plans receive one, two or five metal cards respectively.

And if you want to order more metal cards, it costs £49 per card. You can choose a card among five different colors — black, gold, rose gold, space grey and silver.

Other than a new look, metal cards don’t differ from standard cards. It’s a small perk that you get with a paid plan. Revolut has managed to attract 500,000 customers for its Revolut Business product.

Mobile – TechCrunch



Running Smart Shopping Alongside Regular Shopping [Test Results]

October 7, 2020 No Comments

One Paid Media Strategist discusses a Google Smart Shopping test and the results of running smart shopping campaigns alongside regular shopping campaigns.

Read more at PPCHero.com
PPC Hero


Five YouTube promotion mistakes that even experienced professionals make

October 7, 2020 No Comments

30-second summary:

  • Targeting the wrong audience can lead to poor engagement on your YouTube channel. Competitor analysis will help you solve this problem.
  • A well-structured plan for promotion will help you measure the results of your YouTube marketing campaign.
  • By setting the right metrics, you can set your campaign in the right direction from the very start.
  • Optimization of your YouTube channel is just a multiplier of quality.
  • Creating user-centric titles will help you make content more clickable and user-friendly.

YouTube is a great platform to introduce your product or services to new audiences. In fact, YouTube has an overwhelming reach of two million active users globally. Yet, if you want to use Youtube promotion for your products, there are some common mistakes and pitfalls that can prevent you from succeeding. 

1. Targeting the wrong audience 

Many marketers make the same mistake of failing to identify their target audience. This often leads to the poor performance of their YouTube channel and poor engagement. So, if you notice that your YouTube channel doesn’t perform as well as expected, while the content quality seems to be in place, the problem may be rooted in targeting the wrong audience. 

How to avoid this mistake?

It’s really easy to slip into believing that your product suits everybody or chose the wrong audience. Yet, there is something you can do to avoid this mistake altogether. 

Competitor analysis is one of the best ways to indicate the right audience for your brand. Evaluate what your competitors are doing and who their target audience members are. Chances are that if your niche aligns, your audience will align too. 

Besides analyzing your competitors, it’s useful to conduct analysis through the YouTube search. Go to YouTube and type in multiple search queries that match the user intent of the audience you’re targeting. Then, check out the demographics details of the audience who watches the videos from search results. 

2. Not having a clear strategy 

Not having a clear strategy is a common mistake many marketers face. Beings caught up in creating videos, marketers typically tend to forget about creating a well-structured plan for promotion. 

When it comes to promoting your videos on YouTube, intuition isn’t the best thing to rely on. Any successful promotion strategy relies on a specific plan and calculations, rather than inner marketing instincts.

How to avoid this mistake?

You can’t build a YouTube promotion campaign without first developing a strategy. You can’t put your video out on the platform and hope for the best. So, make sure to set clear objectives and goals to measure the performance of your campaign. Also, you should have a content plan that includes detailed information on the role of your YouTube content as a part of the broader branded content efforts. 

3. Tracking the wrong metrics 

While it’s important that you know the goals and objectives of your YouTube promotion campaign from the very start, the type of metrics you’re tracking is important as well. Being caught up in the pursuit of views, comments, and likes, marketers often fail to set the right metrics. This may set your campaign in the wrong direction from the very start. 

How to avoid this mistake?

Likes, shares, and comments are important. Yet, there are metrics that can do a better job indicating customer engagement. Here are just a few metrics worth measuring to evaluate the performance of your YouTube promotion efforts.  

  • Conversion rate: Conversion rate is a must-follow metric you should keep an eye on. If your YouTube efforts are aimed at promoting a particular product or business in general, the conversion rate is your go-to metric to track. 
  • Average view duration: The total number of views can be misleading. Out of 100 people who watched your video, only 10 could have watched it till the end. That’s why it’s important to measure the average view duration. The average view duration is the total watch time of your YouTube video divided by the total number of plays and replays. This metric will help you get the best estimate of how well your videos perform. 
  • Views to subscribers ratio: If you’re trying to grow your channel with promotions, you shouldn’t be concerned about the number of views your promotions get. Instead, you should be looking at the ratio of views to subscribers. If a video you promote is getting lots of views but none of the viewers subscribe to your channel, you’re not getting anywhere. So, you should aim at keeping your views to subscribers ratio between 8% and 12%. 
  • Traffic source: Keeping track of the traffic source won’t help your video promotion efforts directly, but you can gain some valuable insights from keeping track of this metric. Traffic sources will help you understand which promotions deliver the best results. 

4. Valuing YouTube optimization over content quality 

Let’s imagine that you’ve uploaded a video on YouTube and have been hugely disappointed by the number of views it got. What is the first thing you’re going to look at? Most people’s answer is optimization. 

When getting fewer views than expected, marketers often think that they didn’t use the right keywords or metadata.  Here’s what they fail to realize – optimization on YouTube is just a multiplier of quality. If the quality of content is poor, no amount of optimization can suddenly make it an instant viral sensation. 

How to avoid this mistake?

Optimization can have a major impact on the performance of your channel under one condition. Your content must be of high quality. So, focus on the quality of your content first and don’t rely on optimization tools alone.  

If you’re not particularly sure how to start your journey towards the top quality content, seeking advice online is certainly helpful. Search for online resources and eLearning courses, like LinkedIn Learning, to diversify your content and ensure its high quality.   

5. Writing titles for SEO 

Often professions who are comfortable with SEO, write titles for YouTube algorithms rather than the user.  Here’s a problem with this approach – if the title isn’t interesting enough, users are far less likely to click on it. 

Click-through rate can have a major impact on the performance of your YouTube channel, far more impact than any SEO benefit that a well-optimized title can provide. 

How to avoid this mistake?

Make sure all video titles are user-centric. If you want to strategically format titles, make sure that the first part of the title is written specifically for your audience. Getting users interested has far more value than your SEO efforts. 

Final thoughts

These five mistakes can drown even the most well-implemented YouTube promotion. Now, as you’ve learned how to avoid these mistakes, you can incorporate a better performing strategy and see the improvement of results. Good luck implementing your newfound insights in real life.

Connie Benton is a chief content writer, guest contributor, and enthusiastic blogger who helps B2B companies reach their audiences more effectively. You can find her on Twitter at @ConnieB34412379.

The post Five YouTube promotion mistakes that even experienced professionals make appeared first on Search Engine Watch.

Search Engine Watch


Congress Unveils Its Plan to Curb Big Tech’s Power

October 7, 2020 No Comments

A report by a House subcommittee takes aim at Amazon, Apple, Facebook, and Google.
Feed: All Latest