Mine can't. I've tried talking to my mom about metadata and her eyes glaze over and she gets distinctly frosty at too much talk of search engines and content discovery strategies. But she can make birthday cake... Truly they show us the ancient ways. Moms RULE.
Youtube's official blog just featured Kentucky mom, and Youtube channel partner, Betty, who has cooked up a good ol' southern style, hearty and down to earth explanation of how to use meta data to increase your video views, and partner revenue.
Honestly, Betty offers great advice, succint and to the point, sprinkled with southern charm. For the seasoned search marketer (sorry, couldn't resist that pun), it's a good refresher on the fundamentals of meta tag writing for any search engine. For your clients, it's the sort of video you can send them to save your breath and save them having to lookup the theory. And for any aspiring Youtube Partner, there are some tactical treats to inwardly digest... So I thought it might be worth discussing these tactics in more detail.
Meta data is the words that you use in your title description and tags. Youtube analyzes these words to not only find your video, but also to target ads to your channel. Therefore, to increase the likelihood of companies advertising against your channel, you need to create keyword based inventory for them to target their ads.
Writing your video titles
Like an SEO pro, Betty recommends using appealing words, that are not ostensibly conceited. Avoiding phrases such as "best" and "world's greatest" (I'm looking at you R Kelly) she advocates factual and descriptive titles with one evocative words such as 'perfect'. This advice absolutely works for your own website page titles too - not just Youtube videos. Stick with the facts and don't oversell your product.
Writing Your Description - 5000 Character Limit
Use the full 5000 character limit. It is particularly crucial for ad targeting, from which partners can generate revenue. Despite no indepth explanation, her thinking is spot on. Use the description to describe the production process, not just the content of the video itself. In Betty's case, she cites the cooking utensils she used to create the dish, such as a skillet, or a blender, so that advertisers selling those products can advertise on the channel.
Similarly, any Youtuber could include details of what camera they used to shoot the footage, and generate revenue from higher value product advertisers selling video cameras. To choose another example, if you review computer games then include details of the game genre, titles of games that are similar to the one you are reviewing, manufacturer and gaming platform. This simple process will expand your keyword set dramatically such that advertisers can reach your audience.
The key takeaway here is to think laterally about the entire process of creating your content, such that you create more incidental opportunities for advertisers. The reason you need to do this is because it is unlikely that an advertiser is going to want to advertise the same product as what your video content is about - ultimately, their goal is to increase familiarity of their products among audiences who are currently unfamiliar with their products.
Writing Your Tags - 120 Character Limit
Again use the full 120 character limit. Think laterally and avoid unnecessary or redundant words that users are not likely to search, such as "yummy" or "luscious". The tag section is the primary way to relate your video, to other videos on Youtube, which may have bigger audiences. By effectively relating your tags to their tags, you stand a chance of attracting their viewers to your own pages, via the related video section. If your video has 0 views, and theirs has 46000 views, then a simple tactic like this will get you off to a good start (and actually you will see sustained growth of video views).
The Proof Is In The Pudding
Again, as with writing descriptions, including tags that relate to the content on a broader level will enable more advertisers to reach your audience. Using the computer game review video as an example, if your video is simply called "Halo Reach Review" you are limiting the inventory advertisers can identify via AdSense.
However, adding the tags "Xbox", "video", "games", "gameplay", "first", "person", "shooter, "bungie", "microsoft", "game", "studios", and writing a comprehensive description will mean that other manufacturers can advertise similar games to your audience.
Check it out for yourself in the screenshot above. Hawx 2 a game published by Ubisoft is being advertised via pre-roll video and tablet on video content about Halo Reach, a game published by a completely different company (Bungie/Microsoft Studios). Why? Because as Betty demonstrates, savvy game publishers want to reach the hardcore gaming community of MasterChief fans (geek alert: a Halo reference), just as much as cooking utensil manufacturers want to reach foodies and master chefs in the making.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!