Why YouTube needs to be part of your SEO strategy — Gabrielle Florance // Newell Brands

Gabrielle Florance, Senior Manager of Technical SEO at Newell Brands, explores the power of YouTube to drive your brand's influence and discoverability. When we think of YouTube, most SEOs don't consider it beneficial in terms of content strategy. However, YouTube is the second largest search engine behind Google and offers immense potential for driving organic traffic, engaging with audiences, and enhancing overall SEO efforts. Today, Gabrielle discusses why YouTube needs to be part of your SEO strategy.
About the speaker

Gabrielle Florance

Newell Brands

 is a little camera shy

Gabrielle is Senior Manager of Technical SEO at Newell Brands.

Show Notes

  • 02:20
    Why YouTube should be included in your SEO strategy
    YouTube is the second-largest search engine and provides an alternative and influential platform for reaching and engaging with users. You can drive referral traffic to your website or other online properties, and YouTube serves as a cost-effective option for market research.
  • 04:05
    Leveraging YouTube insights for branding, content strategies, and data analysis
    Use Looker Studio to set up automated reports for video performance insights. By running video URLs through SEO tools like Conductor, Ahrefs, etc, you can identify the keywords you should be targeting for content creation and optimization in terms of YouTube tags and SEO keywords.
  • 05:50
    YouTubes influence on SEO work
    YouTube is most influential in terms of content and understanding what type of informational content consumers want in relation to your product or service. It is also helpful in terms of providing insights into what content should be developed on your website.
  • 07:24
    How YouTubes social community benefits the content process
    Leveraging consumers as ambassadors or through sponsored posts allows brands to tap into new audiences, extend reach, and drive referral traffic to their sites. Furthermore, brands can tap into the unique ways consumers are using their products.
  • 09:07
    Getting started with YouTube in your SEO strategy
    Get an understanding of how videos are ranked on YouTube, how it works as a search engine, and differs from Google. Its also crucial to understand the display mechanisms within the YouTube search engine, including predictive search and the search results pages.
  • 10:31
    Driving referral traffic via strategic placement of CTAs in descriptions
    When optimizing YouTube video descriptions for driving referral traffic, carefully consider the placement of your CTA and links to your website. By placing the CTA and link at the beginning of the description, you increase the chances of viewers clicking through to your site.
  • 11:57
    The importance of reporting
    An effective reporting strategy involves understanding video consumption patterns on YouTube and Google and keyword rankings to enable comparisons and actionable insights. Also, reporting should involve the analysis of referral traffic generated by videos linking to your site

Quotes

  • "What most people don't think about is, YouTube is a search engine. It's the second largest search engine there is outside of Google." -Gabrielle Florance, Snr Manager of Technical SEO, Newell Brands

  • "9 times out of 10, people will throw a video description at the top of theā€¦then link to their site underneath. But most of the time, people wont read the full description." -Gabrielle Florance, Snr Manager of Technical SEO, Newell Brands

  • "Nine times out of 10, shorter videos convert better because they get to the point and they address a more specific topic." -Gabrielle Florance, Snr Manager of Technical SEO, Newell Brands

About the speaker

Gabrielle Florance

Newell Brands

 is a little camera shy

Gabrielle is Senior Manager of Technical SEO at Newell Brands.

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