Why the F*k are digital agencies not using Video SEO?

Reduce Your Promotion Video Length and Trigger the YouTube Retention Algorithm

With regards to YouTube and ranking factors, I was thinking for a good retention rate, wouldn’t it be good advice to a digital agency to release teaser videos of maybe one to three minutes and then follow that on with a proper video like 15 minutes long, so that if they have 50 videos on their channel, 25 of them will have almost 100% retention rate. I see a lot of using vanity videos waffling on for half an hour – ain’t no one got the time to watch a marketing video that long, unless it’s a concept that’s face-slappingly fabulous.

A 2025 YouTube feature I’d like to see: One-Click Conversion Video Titles

By 2025, it’s entirely feasible that Alphabet Inc., the parent company of Google and YouTube, has developed and implemented advanced technologies enabling deeper integration between their platforms, particularly focusing on enhancing user experience and conversion efficiency. One of the groundbreaking features could be the introduction of clickable links in every movie title. This could release  a One-Click Conversion (OCC) for music downloads, a lead generation form for online services, a booking page for local services, eCommerce products and all scenarios which would be classed as a conversion.

How would a blue link in your video title help your bottom line?

 

When you add hashtags at the top of a YouTube video description, this indicates you want to join the ‘Suggested Videos” section of YouTube. Embedding a YouTube video in a blog post which has been targeted at a Featured Snippet will have more chance of grabbing that spotlight. Remember to create, or choose a relevant video which has been Video SEO’d. Also in the description, link back to the blog URL or appropriate deep link/service.

How do you think that Google and YouTube share data if the possibility of an eCommerce buy now button, or a clicky title would be real in 2025?

1. Unified Data Sharing:

Alphabet’s data-sharing capabilities would be fully leveraged across platforms, enabling seamless communication between Google Search and YouTube. For instance, if a user searches for a product on Google, and a YouTube video related to that product appears in the search results, the video title could dynamically change to include a “One-Click Buy” option. This would allow users to make a purchase directly from the search results page or video title, without needing to click through multiple pages.

2. YouTube Search Integration:

In this scenario, YouTube’s search integration with Google would be so advanced that not only are videos ranked based on relevance, but they are also equipped with OCC titles tailored to the user’s search intent. If a user’s query suggests a high purchase intent, YouTube could automatically display videos with OCC titles that lead directly to a purchase or sign-up page. This feature could be powered by real-time data analysis of search queries and user behavior patterns.

3. Advanced Analytics and User Behavior Tracking:

By 2025, Google Analytics and YouTube Analytics could be merged into a single platform, providing comprehensive insights into user behavior across both platforms. This would allow YouTube to tailor OCC titles based on the user’s interaction history. For example, if a user has previously shown interest in similar products, the video title might include an OCC link, making the conversion process even smoother.

4. Cross-Platform AI and Machine Learning Models:

Alphabet’s AI and machine learning models would be sophisticated enough to predict user behavior with high accuracy. These models could analyze whether a user is likely to convert based on their past interactions across Google and YouTube. If a high likelihood of conversion is detected, the OCC title feature would be triggered, making the purchase option prominent right within the video title or description.

5. Enhanced Search Console Insights:

By this time, Google Search Console could provide detailed insights into how users interact with zero-click features, including OCC titles on YouTube. Content creators and advertisers would have access to data showing how often these titles lead to conversions, allowing them to optimize their content further. This would create a feedback loop, continually refining the effectiveness of OCC titles.

YouTube Retention Rate and Google Analytics Dwell Time: Key Metrics for Content Engagement

Both retention rate and dwell time measure how engaging and relevant your content is to your audience.

• Retention rate on YouTube indicates how long viewers stay engaged with a video.
• Dwell time in Google Analytics measures how long users stay on a page after clicking from search results.

High retention rates and longer dwell times suggest that your content is valuable and meets user needs. These metrics can also influence search rankings and overall user experience.

Releasing short teaser videos can definitely help boost retention rates on those specific videos, as they’re more likely to be watched in full. This could positively impact your channel’s overall performance, as YouTube favours content that keeps viewers engaged.

However, while having a high retention rate on teaser videos is beneficial, it’s also crucial to ensure that the longer, more substantial videos maintain strong engagement. If viewers watch the teaser but drop off early on the full video, it could negatively affect the overall performance.

One approach could be to use the teasers to generate excitement and direct viewers to the full video, making sure the full video is compelling enough to retain viewers’ attention. You might also consider using playlists to group the teaser and full video together, encouraging continuous viewing.

YouTube OCC and Video SEO in 2025

Influencing – relevant trending hashtags to increase visibility, plus and the concept of O.C.C.
Could be clickable YouTube title or in Google SERPs where the top link is for a conversion? An O.C.P. “one click purchase” as Amazon patented this technology in 1997For music and MP3 downloads, ringtones, tracks and albums, the beauty of this strategy for musicians is that it does not have to be an either/or decision. In fact, the two approaches—QR codes at live events and clickable YouTube titles—can work in tandem. For the audience attending a live event, the QR code offers immediate access to the track. Meanwhile, for those watching the performance later on YouTube, the clickable title or embedded links in the description can provide the same direct purchasing option, as well as a huge QR code in the final video cut.

By employing both methods, bands can swell their reach and ensure that their audience – whether live in person or online – can purchase the track quickly and easily. This multi-pronged approach also takes advantage of the strengths of each platform: the excitement of a live concert environment with a QR code to facilitate instant purchases, and the digital engagement of YouTube, where clickable links provide a direct pathway to the payment gateway.

But how do you get your awesome video in front of eyeballs? It’s September 2024, here’s today’s top YouTube ranking signals from one to ten, in order of importance, best read in the speed of of Barry Schwartz:

Watch Time: This refers to the total amount of time viewers spend watching your videos. The longer they watch, the better your video is likely to rank.

Click-Through Rate (CTR): This is the percentage of people who click on your video after seeing it in their search results or suggested videos. A higher CTR generally indicates a more appealing video title and thumbnail. Suggested video visibility is very highly sought after.

Metadata (Title, Description, Tags): (Anyone who has seen me on stage at BrightonSEO will know all about TDT’s ** Flash SEO SOCKS** Optimising your video title, description, and tags with relevant keywords helps YouTube understand what your video is about and match it to user searches.

User Retention Rate: This measures how much of your video people are actually watching before they drop off. Higher retention rates indicate that viewers find your content engaging. Retention rate is like dwell time in GA4, cheery bookmark.

Session Watch Time: This looks at how much time viewers spend on YouTube after watching your video. If your video leads to more videos being watched, it’s a positive signal. Hence the idea for a short form video to link to a longer form video.

SEO’s might note that naming the video file isn’t in the top 5, I put it to you, whilst there are similarities between alt tags, accessibility and ranking strong signals of alt tags. naming an MP4 isn’t close to being as strong. The others which are lower YouTube ranking factors are:

1. Engagement Metrics
2. Video Quality
3. Upload Frequency
4. Video Thumbnail
5. Channel Authority

Definition of other YouTube ranking factors

• Engagement Metrics: Likes, comments, shares
• Videos that are in high definition (HD) are preferred by both viewers and YouTube’s algorithm. High resolution Videos in 720p, 1080p, or even higher, tend to perform better.
• Upload Frequency: Channels that upload regularly tend to be favoured by YouTube’s algorithm. Consistent uploads help maintain viewer interest and channel growth.
• Video Thumbnail: An eye-catching and relevant thumbnail can significantly impact your CTR. YouTube loves videos with higher CTRs, so it’s important to have a strong thumbnail.
• Channel Authority: The overall performance and reputation of your channel (including subscriber count, overall engagement, and video library) can affect individual video rankings. Swelling of your YouTube channel can also be dramatically overnight by dubbing in different languages.

Babe, wake up it’s the future of YouTube in 2025 – One Click Conversion via Clickable Titles

This is similar to how categories and tags work on a blog or website. On a WordPress site, for example, you might have a category called “News” or “Recipes.” If someone clicks on “News,” they’ll see all the articles that have been grouped under that category. It’s like finding all the books on a particular topic in one place.

Playlists on YouTube work in a similar way too. When you create a playlist, you’re grouping together a set of videos that are related, like putting them in a box with a label on it. When someone clicks on the playlist, they can watch all the videos in that box, one after the other.

YouTube Retention Rate and Google Analytics Dwell Time: Key Metrics for Content Engagement and SEO ranking

I wanted to put it to you that I argue that the alt tag on an image coupled with the image name as keywords is a stronger ranking signal on a website than renaming an mp4 file with your keywords and uploading it to YouTube.

Alt Tags and Image Names on Websites:

Alt tags and image filenames are crucial for image SEO on websites. Search engines rely heavily on alt text to understand what an image is about, especially since they can’t “see” images the way humans do. When you combine a well-optimized alt tag with a descriptive, keyword-rich filename, you’re giving search engines strong signals about the content of that image. This can directly influence how well the image ranks in search results, particularly in Google Image search. Additionally, because alt text is also used for accessibility, it can enhance the user experience, which is another factor that indirectly impacts rankings.

Renaming MP4 Files on YouTube:

On the other hand, while renaming an MP4 file with keywords before uploading it to YouTube is a good practice, it’s generally not as strong a ranking factor. YouTube’s algorithm places more emphasis on other factors like video title, description, tags, and engagement metrics (like watch time and likes). The filename might help with initial indexing, but it’s not as influential as the metadata and user interaction signals.

Comparative Strength:
So, in comparison, the combination of a website alt tag and an image filename likely carries more weight as a ranking signal when compared with renaming an MP4 file for YouTube uploads.

Retention rate in YouTube and dwell time in Google Analytics are both metrics that reflect how engaging and relevant your content is to the audience, though they apply to different platforms.

1. Engagement Quality:
   • YouTube Retention Rate: This measures how long viewers continue watching a video before clicking away. A high retention rate suggests that the content is engaging, relevant, and keeps the viewer interested throughout.
   • Google Analytics Dwell Time: This refers to the amount of time a user spends on a page after clicking through from search results before returning to the search results or navigating elsewhere. Longer dwell time indicates that the content is relevant and valuable to the user’s query.
2. Ranking Signals:
   • YouTube Retention Rate: YouTube’s algorithm uses retention rate as a key ranking signal. Videos with higher retention rates are more likely to be promoted in search results and recommendations because they’re seen as valuable content.
   • Google Analytics Dwell Time: While not a direct ranking factor, dwell time can indirectly influence SEO. If users spend more time on your page, it signals to Google that the content is satisfying the user’s search intent, which can lead to better rankings over time.
3. Content Optimisation:
   • YouTube Retention Rate: To improve retention rates, creators focus on delivering value quickly, maintaining a strong narrative, and avoiding unnecessary filler content that might cause viewers to leave.
   • Google Analytics Dwell Time: To improve dwell time, webmasters optimise content by ensuring it’s well-structured, easy to read, and provides comprehensive answers to user queries. They also work on making the page visually appealing and user-friendly.
4. User Experience:
   • YouTube Retention Rate: High retention rates indicate that the video content is aligned with viewer expectations, delivering a good user experience.
   • Google Analytics Dwell Time: Similarly, longer dwell times suggest that the website is providing a good user experience, with content that effectively meets the user’s needs.

• The Rise of Zero-Click Searches: Start by explaining how the increase in SERP features (like featured snippets, related questions, and knowledge panels) means that fewer users are clicking through to actual websites. Google is providing more answers directly on the search results page, which is convenient for users but can reduce traffic to websites.
• Impact on Traditional SEO: Discuss how this shift affects traditional SEO strategies that have focused on driving clicks to websites. With fewer clicks, the effectiveness of content designed solely to rank on Google may diminish, pushing marketers to rethink their approach.
• Adapting to Zero-Click Marketing: Introduce the concept of Zero-Click Marketing, where the goal is not just to rank and drive clicks, but to ensure that the brand message or content is impactful even when users don’t click through. This could involve focusing more on brand-building, awareness, and PR—essentially making sure that your content and brand presence are strong enough to make an impression even without that click.
• Critique and Adaptation: While you might agree with the importance of adapting to this trend, you could also argue, as you mentioned, that digital marketing isn’t fundamentally changing. Exceptional content has always been key, and this trend just highlights the need to continue focusing on quality and relevance. The message might be shifting slightly, but the core principles remain.
• Looking Ahead to 2025: Finally, forecast how this trend might evolve by 2025. You could predict that we’ll see even more sophisticated SERP features and YouTube features to keep us in out ballet shoes

As I wrap this up, I have to confess that this part of the talk was crafted with the expert guidance of my therapist. You see, she thought it might be therapeutic for me to openly admit that, in my humble opinion, I haven’t met anyone who can match my on-page SEO skills. Apparently, it’s healthy to declare these things out loud—so here we are.

But don’t worry, this isn’t just an ego trip. I’m also here to offer a hand. If you want to learn the secrets of ranking a site from zero to hero in record time, I’m more than happy to share my knowledge. Because while I may not have found anyone quite like me yet, I’d be thrilled to train the next one.”

DREAMING OF ABC’S TO ALPHABET – TO BE EVIL OR NOT TO BE EVIL, THAT IS THE QUESTION

I was dreaming of a day when I woke up in a pit of Google engineers, they were whispering “Don’t be evil” “We can be evil” then there was a glass office in Alphabet Inc. I imagined the heads of Google and YouTube, actually talking to each other. It’s almost like they could be… sharing data. Shocking, I know.

2024 Google’s SERPs search results, – You type something in, and voilà, you get your answer without even needing to click. Zero Click Searches. You’re welcome, that’s my SEO sarcasm showing.

But what if – and here’s the kicker – what if YouTube gets a little nudge from Google every time someone sees a video result, nods in satisfaction, and thinks, ‘Nah, I’m good’? No click needed, but still – data exchanged.

So, if this magical technology exists, it could tell YouTube, ‘Hey, your video just starred in a zero-click search. No one actually watched it, but they definitely saw it.’ Because who needs actual views when you can have the illusion of engagement? Now, I’m not saying this will be a revelation … but this could be a valuable source of data for video marketers on how to improve their CTR.

And let’s be honest, if I’ve just guessed at some top-secret tech, I expect a job offer from Alphabet any day now. Until then, I’ll keep making wild predictions and writing blogs about my ideas – because clearly, that’s what I like the most.

Decades Ago – How Stats about Social Media and SEO have changed

Back in 2013,  was an anonymous UK CEO that stated “We are not set up for this s***.”

Case Study: Virgin Trains vs Twitter
A commuter on a train tweeted that the number 6 carriage on the way to a named destination was in desperate need of the air conditioning to be switched on. People in number 6 carriage were uncomfortable due to the hot weather.
The savvy commuter sent a tweet to Virgin Trains via Twitter, effectively informing them the train time, destination and carriage number was in danger of melting their customers. Instantly, the social media employee placed a call to the driver of the train who communicated with an on-board staff member, who consequently obliged by turning on the air conditioning. One of many happy customers that day.

Fact: O2 employ 8 full time employees for social media marketing [source: Alex Pearmain – Head Of Social Media, O2, UK 2011]

Recent research has led to an almost unbelievable figure of 70% of companies do not respond to a complaint tweet on Twitter.

Now we are zooming into 2025, is it worth taking stock to realise how much progress the globe has made with technology and demand for online marketing, social media campaigns, viral footage and enticing eCommerce videos?

Personally, I used to find the way companies ignored Twitter was short sighted. There are a range of programs designed to enhance and streamline Twitter feeds, I am a long time fan of Tweetdeck. Any disgruntled customer who sends an instant tweet can be instantly sweetened by a rapid response of acknowledgement, followed up by investigation, and ultimately, resolution.

I offer one-on-one tuition to introduce you to the wonderful world of dialogue in Social Media. Twitter and Facebook are very popular ways to get your unknown brand/company name to be remembered and shared by hundreds, if not thousands of people. Take a step-by-step course where I will hold your hand and help you to learn to do this yourself without the ongoing need of paying for marketing services. Consider running a competition – It’s easy, I promise!

When was the last time you hand wrote a complaint letter and posted it? If you are a business owner you need to throw away your cassettes and Betamax and employ a marketing assistant. Do some research on your competitors. Use search engines for reassurance. Above all do not ignore social media as a primary way to connect with your customers, everyone is sceptical until everyone is on it.