Connect with us

SEO

How to Structure Your Website’s Architecture for SEO

Published

on

How to Structure Your Website's Architecture for SEO

If you’re creating a new website, you’ll need to consider the website’s architecture. Structuring your website in an organized, hierarchical way gives it the best chance of ranking well in Google.

But how do you do that?

Website architecture is how information on your site is structured, interlinked, and designed. 

For example, for an e-commerce website, it may look like this:

Example of what a basic website architecture looks like, via Ahrefs' blog

It may look complicated, but an easier way to think of it is like a folder system on a computer. 

Site architecture visualized as computer file system analogy, via OSX Finder

Clicking in and out of folders takes time. But creating an organized, hierarchical structure with well-labeled names makes it easier to find what you’re looking for. 

The same principles apply when optimizing websites for SEO. 

The architecture of your website needs to be logical to allow Google and human visitors to navigate it easily. 

A good place to start is to add pages that many websites usually have in common to your navigation. 

Such as:

  • About page
  • Blog
  • Contact page

About page

Ahrefs' About page, via ahrefs.com

The About page is your chance to tell your brand’s story. On this page, it’s a good idea to include the following:

  • A brief description of your website’s purpose.
  • A photo of your team.
  • Any social proof, such as reviews or quotes from customers.
  • Locations of your office(s).

If you want inspiration, check out Ahrefs’ recently redesigned About page.

Blog section

Ahrefs' blog

The blog usually houses your most regularly updated content.

The blog is a key part of Ahrefs’ content. So if you’re interested, check out our blog to see how we structure it. 

Contact page

Most websites also have a Contact page—again, you’ll most likely need this page. It’s also good practice to include your NAP (name, address, and phone number) on this page.

State the website’s primary purpose, service, or product

Indicating the main purpose of your website within your navigation is also a good idea. 

If you provide a specific service, then you can mention this. If you sell a certain product category, then mention this as well. 

For example, we can see below that this website has indicated its services and products within the main navigation.

Example of services and products featured in the navigation, via Posh Pups Kew

If you are not sure of the exact keywords to use, you can use Ahrefs’ Keywords Explorer to do some keyword research.

Sketch out a simple site architecture (and build it out)

Once you’ve got the basic pages sorted, you can visualize it. 

See also  14 Real-Life Examples of CTA Copy YOU Should Copy

Visualizing your site architecture is important if you work with a team, as it enables you to sense-check your design with colleagues before it goes live.

Here’s an example of a simple website architecture I’ve created using a mindmap tool called MindMeister. 

If you have a larger website, you may find a tool like this useful (it’s great for building more complex websites). 

I like using this tool, as it’s user-friendly. But you can also use Excel or a pen and a large sheet of paper (if you are old school).

Example of basic website architecture, via mindmeister.com

What can we learn from this website’s structure? 

  • There’s a simple hierarchy of pages For example, “Cat sitting” is under “Services.” This hierarchical relationship implies that cat sitting is a service provided by this website.
  • Similar types of content are grouped – Blog posts #1 and #2 are contained in the blog. This is logical. 
  • The most critical pages are on the first level – For most businesses, this will at least include an About page and a Contact page.

Flat architecture vs. deep architecture 

Now that we’ve covered the basics, let’s consider what different types of site architecture look like. 

  • Flat architecture makes it possible to access each page on your website with a minimal number of clicks. 
  • Deep architecture is where it will take many clicks to access the pages on your site. 

Visualized, these structures look like this:

Flat vs. deep website structure, via Ahrefs Blog

You can see the difference. 

For simple sites, a flat architecture may be all that is needed. For more complex sites, you may need a deeper architecture. 

You’ll need to pay close attention to internal linking for a deep site architecture.

The bottom line is that you don’t want to hide your most important content deep in the website where no one can find it. Your most important pages should be easily accessible through well-placed, descriptive internal links.

Make it better with keyword research

Once you’ve sketched out the structure of your website, you’re ready to start improving it using keyword research

It’s important to use keyword research at this stage to understand what keywords your customers are searching for that are related to your website.

For this example, let’s pretend we are building a website about “cats,” and we provide a service of “cat sitting” for our customers.

See also  Everything You Need To Know

Using Ahrefs’ Keywords Explorer, let’s plug in the phrase “cat sitting” into the search bar and head over to the Matching terms report.

Matching terms report with highlighted terms, via Ahrefs' Keywords Explorer

From the report, we can see that there are two location-based searches, as well as the keyword phrase “cat sitting rates.”

Let’s add these keywords to our website architecture.

Example of building out website architecture, via mindmeister.com
  • I’ve added “Rates” below “Cat sitting” because once you’ve seen the service, you’ll want to check the price.
  • I’ve also added “San Diego” and “San Francisco” into a new “Locations” menu to keep the site architecture relatively flat. 

If you want to take this further, you can use Keywords Explorer to analyze groups of keywords.

Let’s now say we wanted to add a new section to the site on “cat care.” To do this, enter the keyword and head to the Matching terms report.

Keyword research groups using the Matching terms report, via Ahrefs' Site Explorer

Looking down the left-hand column, we see that “sphynx” is listed. Expanding this section shows us how we could structure our website architecture based on what people are searching for this particular cat breed.

Let’s add this section to our site structure.

Site structure illustration with new menu added, via mindmeister.com

In this example, you can rinse and repeat this method for different breeds of cats—or you can also use it for any other keyword.

Get inspiration from competitors 

Once you’ve completed your keyword research, it’s worth looking at your competitors’ website architecture for inspiration.

The simplest way to check out a competitor’s site structure is to plug their domain into Ahrefs’ Site Explorer and then click on the Site structure report in the left-hand navigation.

Here’s an example of me spying on a competitor’s site structure.

Example of spying on a competitor's site structure using Site Explorer, via Ahrefs' Site Explorer

Going a step further, let’s see another more advanced method I use to spy on my competitors’ website structures that already rank well for certain keywords I want to rank for:

  1. Go to Keywords Explorer and enter your keyword (e.g., cat sitting), and hit search
  2. Scroll down to the SERP overview and click on a competitor in the list
  3. Click on the downward-facing chevron and click on Site Explorer’s overview
  4. In the search bar, change Exact URL to Domain and hit search
  5. Then click on Site structure in the left-hand column
  6. Click on the chevron next to the domain to show the full path
See also  3 Steps To Building A Winning Holistic Search Strategy
Analysis of a competitor's site structure using a keyword, via Ahrefs' Site Explorer

If you like a competitor’s site structure, you can hit the “Export” button in the top right-hand corner to analyze it.

Using the knowledge we’ve gained about these competitors, let’s make some alterations to our site architecture plan based on what keywords we want to target.

I’m going to add an “FAQ” page and combine my “Services” and “Cat Sitter” categories and change it to “Book a Cat Sitter” to make it more structurally competitive with a website that’s already ranking on the first page. 

Website architecture with added structure, via mindmeister.com

Spying on competitors’ site structures is a powerful process that we can repeat with any competitor to improve how we structure our site architecture.

2. Add these elements to the pages

If we define site architecture as the total design and build of the site, we need to take into account a few more structural elements for it to perform well in search engines.

We’ve looked at designing the hierarchical structure of the site, but what about ensuring the necessary on-site architectural functionality is there?

Here’s what I think you should include:

Add title tags and meta descriptions

Title tag and meta description, via google.com

If you’ve read any SEO articles before, you’ve probably seen title tags and meta descriptions being mentioned. You’ll need to include these on every page, so it’s worth being aware of them.

The title tag is positioned above the meta description in the Google results.

Use breadcrumbs

Breadcrumbs example, via etsy.com

Breadcrumbs are not a replacement for your website’s main navigation, but they’re great at visualizing the hierarchy between pages.

From a user perspective, breadcrumbs are helpful in two use cases:

  • They help you navigate the website when you land on a deep page.
  • They act as a helpful shortcut to get back to the main category page.

Use descriptive SEO-friendly URLs

Descriptive keyword and targeted URL, via Google Chrome Search

Once you’ve established your site structure, it’s important to use descriptive URLs to enable search engines to understand what your website is about.

Check out our guide below for more information on creating SEO-friendly URLs.

Use a table of contents

Table of content, via Ahrefs Blog

Table of contents (ToCs) allow your visitors to navigate your content easily. ToCs are useful for navigating a page, and I recommend adding one to your blog post’s template.

Use internal linking

Internal linking is an important part of your website architecture, as it helps search engines understand the relationship between pages on your site and helps visitors navigate it. 

Check out our guide below for more information on internal linking.

Use related links

Related links example, via Ahrefs Blog

A more recent addition to the Ahrefs Blog is related links. These are at the bottom of our blog content under “Keep Learning.” Related links are a relatively low-effort way to improve your internal linking.

Use author bios

Author bio, via Ahrefs Blog

Ahrefs’ blog makes use of author bios, and they help to provide trust with Google and visitors. Author bios typically include social links. They can also provide credibility if used correctly. 

This helps both Google and visitors to see that it’s (most likely) a real person behind the article. If you have a team, it makes sense to use author bios.

3. Get the technical bits right

Technical SEO is one of, if not the, most important parts of SEO. There are a number of factors that you need to consider when building and designing a website’s architecture.

Here are some of the most important things to consider.

Use sitewide HTTPS

It shouldn’t come as a surprise that your website should use HTTPS. Google made HTTPS a ranking signal all the way back in 2014. As a result, it’s now rare to find an HTTP-only website.

Add a sitemap.xml file and submit it to Google Search Console

Once you’ve created your website and are happy with its structure, it’s worth creating and submitting your sitemap.xml file(s) within Google Search Console.

Here’s where the sitemap.xml file should be located on your website:

https://example.com/sitemap.xml

Check out Google’s guide below for more information on building and submitting a sitemap.

Add a robots.txt file

A robots.txt file tells search engines where they can and can’t go on your site. It’s another file that you must have in your website architecture. 

And here’s where the robots.txt file should be located on your website:

https://yourdomain.com/robots.txt

Check out our guide below for more information on robots.txt.

Use <a> links

You need to ensure your links are easily crawlable for Google. Here are a few examples of what is acceptable and what isn’t for Google.

Recommended

<a href="https://yourdomain.com">

<a href="https://ahrefs.com/products/category/dresses">

Not recommended

<a routerLink="products/category">

<span href="https://yourdomain.com">

<a onclick="goto('https://yourdomain.com')">

See Google’s guide below for more information on links’ best practices.

Make it mobile-friendly, use responsive design

Responsive design illustration, via Ahrefs Blog

Google recommends using responsive design to create a mobile-friendly website. A responsive design means your webpages will look good on all devices.

Check out our guide below for more information on mobile SEO.

Use canonical tags

Canonical tags are a snippet of HTML code that defines the main version for duplicate, near-duplicate, and similar pages—and yes, you’ll need to include them on your website’s pages.

Canonical tag illustration, via Ahrefs Blog

Here’s what the snippet of HTML looks like:

<link rel="canonical" href="https://yourwebsite.com/blog/">

Check out our guide below for more information on canonical tags.

Use structured data

Structured data is a standardized way to provide information about a webpage. It helps search engines like Google to better understand what your content is about. 

It’s a good idea to ensure you have structured data in your page templates from the start, as Google uses it to enable search result enhancements, which can mean you get more focus on your result on the SERP.

Here’s what structured data enhancements can look like in Google:

Article

Article structured data illustration, via google.com

FAQs

Example of FAQs structured data, via google.com

The way these enhancements are presented is generally more prominent than a standard organic result, often making it worth implementing.

Audit your site’s structure

Once you’ve decided on your site’s architecture and set it live, it’s tempting to leave it. 

But it’s worth doing a periodic review using a tool like Site Structure in Ahrefs’ Site Explorer or Ahrefs’ Site Audit to ensure your site’s architecture is still in good order.

Final thoughts

Getting your website’s architecture right from the start takes time and requires a lot of research. But if you design it with SEO in mind, it will pay dividends for your website in the long run.

Using tools like Ahrefs’ Keywords Explorer and Site Explorer helps give you a competitive edge on the SERPs, as you can see what’s already working.

Got questions? Ping me on Twitter. 🙂



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

3 Steps To Building A Winning Holistic Search Strategy

Published

on

3 Steps To Building A Winning Holistic Search Strategy

A multi-channel, holistic approach to search marketing is a must in today’s digital marketing space.

You can maximize digital shelf space by removing silos between teams and finding synergies on how paid and organic search can work together.

On May 10, I moderated a webinar with Wayne Cichanski, Vice President of Search and Site Experience at iQuanti, and Erin Wilson, VP of Marketing at HomeEquity Bank.

Cichanski and Wilson demonstrated how to combine insights and data from paid and organic channels to create a cohesive search strategy that enhances online visibility.

Here’s a summary of the webinar. To access the entire presentation, complete the form.

Step 1: Learn The Power Of Integrating Your Paid & Organic Search Strategy

SEO & SEM each have different roles, places, and advantages.

But these differences help provide insights into gaps that the other marketing school of thought has.

As such, these two channels can work very well together given a cohesive strategy that integrates both of their beneficial aspects.

So, how do you go about understanding the data that each process brings to the table?

How do you tap into the power of these two channels without needing to increase bandwidth?

One way is to start maximizing your digital shelf space.

See also  7 Data-Driven Content Strategy Tips For Improving Conversions

[What is digital shelf space?] Find out – Instantly access the on-demand webinar →

Start By Maximizing Your Digital Shelf Space

Between paid results, organic results, People Also Ask (PAA), stories, local map packs, the AnswerBox, video carousels, and more, there are many areas in which you can own a higher market share of a SERP.

Screenshot by iQuanti, May 2023

So when you think about a cohesive strategy, you’ll need to consider these are these steps:

  1. Review total digital shelf space.
  2. Know what keywords trigger what.
  3. Build assets to acquire.

[Discover how to do each step] Instantly access the on-demand webinar →

After going through these steps, you can now start merging strategies.

Bring Different Tactics Together

Next, focus on synchronizing your research and common messaging across organic site pages, paid search ads, social, display, email, and thought leadership.

You can do this by:

  • Carrying the messaging across the entire funnel.
  • Using dual rankings to elevate impression share.
  • Increasing the halo effect by driving paid to organic.
  • Modifying bidding strategies for branded, non-branded mid-funnel vs. lower.
  • Discovering and building a common foundation between paid and organic.

[Dive deeper] Instantly accesses the on-demand webinar →

Step 2: Understand The Roles Of Your Marketing Channels

Understanding the roles and expectations for each channel sets them up for maximum contribution.

See also  Google Updates Article Structured Data Guidelines

But before you start, understand that customer centricity is vital. Always consider your customer’s needs, preferences, and behaviors.

Then, leverage each channel for different stages and behavioral needs of the user.

Screenshot by iQuanti, May 2023Screenshot by iQuanti, May 2023

Knowing each channel’s defined role means you’ll know what to expect and measure in each corresponding stage.

[Learn how ​​HomeEquity Bank leverages each channel] Instantly access the on-demand webinar →

Step 3: Deliver A Connected Search Program

To understand the roles and expectations for maximum contribution, start attacking the SERP positions and journey milestones collectively by:

  1. Measuring them together.
  2. Identifying key themes along the journey.
  3. Developing bid strategies.

[Learn what each step entails] Instantly access the on-demand webinar →

Increase Conversions With Paid Branded & Non-Branded Search

Regarding Branded Search, focus on maximizing conversion & reducing leakage by occupying a secondary position from a neutral test bed site to push down competitors.

In other words, you can push the competitors down from the top by having a high-visibility listing.

In a Non-Brand Search, a good approach is to segment intents by conversion potential. This quadrant better explains this:

[Find out how HomeEquity Bank gains 20% additional conversions through partnerships, increasing search presence and click volume] Instantly access the on-demand webinar →

See also  Five best practice tools to build a winning digital experimentation program

[Slides] 3 Steps To Building A Winning Holistic Search Strategy

Here’s the presentation:

Image Credits:

Featured Image: Paulo Bobita/Search Engine Journal



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

YouTube Marketing: A Beginner’s Guide

Published

on

YouTube Marketing: A Beginner's Guide

YouTube, the second most visited website in the world, has changed how we consume content and created a huge marketing opportunity for brands.

But how does YouTube marketing work, and how effective is it as a marketing channel?

In this guide to YouTube marketing, you will learn the different types of videos that produce the best content marketing results and how to leverage this top social media platform.

What Is YouTube Marketing?

YouTube marketing is the process of promoting a brand, product, or service through video content on the YouTube platform.

This type of marketing involves creating videos to increase brand awareness, engage a target audience, and drive sales and revenue.

The key to successful YouTube marketing is to create high-quality, engaging video content that resonates with your target audience and delivers value.

YouTube viewers say good content tells a good story; It’s relevant to their interests, expands their perspectives or ways of thinking, and makes them feel something emotionally.

Organic YouTube Marketing

There are 10 types of organic videos that brands can use for YouTube marketing:

  • Social media videos (e.g., YouTube Shorts, Stories, and Community posts).
  • How-to videos and/or explainer videos.
  • Branded stories (e.g., short films, series, and/or documentaries).
  • Interviews with influencers and/or subject matter experts.
  • Thought-leadership videos with company leaders.
  • Stories about your organization.
  • Customer testimonials, case studies, and/or success stories.
  • Product demonstrations, either animated or actual.
  • External training videos and/or formal education on topics.
  • Livestreaming videos (e.g., YouTube Live and Premieres).

More than 500 hours of content are uploaded to YouTube every minute, so it’s a crowded space. That’s why YouTube marketing is not just about uploading a video and being organically discovered.

YouTube Paid Video Marketing

If you’re establishing a new brand or channel on YouTube, you can get faster results with a paid strategy as you organically build your number of subscribers.

There are several YouTube and Google Ads solutions that support different business goals and marketing objectives – from increasing brand awareness to building consideration or driving action.

In Google Ads, you can create compelling video campaigns with various video ad formats to engage customers in different ways on YouTube and across Google video partner sites.

For paid YouTube advertising strategies, there are three main approaches:

1. Ads For Increasing Brand Awareness

  • Bumper ads: Highlight your brand’s most memorable messages with quick, non-skippable ads up to six seconds long.
  • Non-skippable in-stream ads: Make sure potential customers see the full story with a non-skippable ad that plays before, during, or after their video on YouTube and across websites and apps running on Google video partners.
  • Masthead ads: Reach a massive audience in a short amount of time by featuring your brand’s ad at the top of the YouTube home feed on desktop, mobile, and TV screens.

2. Ads For Boosting Interest And Consideration

  • Skippable in-stream ads: Reach as many people as possible on a budget with ads that allow viewers to skip the ad after five seconds and run before, during, or after a video plays.
  • YouTube BrandConnect: Connects creators in the U.S., Canada, or the U.K. with brands for branded content campaigns.

3. Ads For Driving People To Purchase, Subscribe, And Take Action

  • In-feed video ads: Use images to reach people as they browse their YouTube Home and Watch Next feeds, Discover feed, and the Promotions and Social tabs on Gmail.
  • Video action campaigns: Reach as many people as possible on your budget with skippable ads that run before, during, or after a video plays.

How Can Marketers Use YouTube?

Businesses and brands can use YouTube in various ways to achieve their marketing goals.

Out of the 10 types of YouTube videos you can produce (listed above), a survey from the Content Marketing Institute found 5 types of these videos produced the best content marketing results.

1. Social Media Videos

Social media video brand campaigns on YouTube have one thing in common: They provide value to their audience. They also have an emotional hook that will stimulate sharing.

Examples:

  • Dove India launched Project #ShowUS, a social video campaign intended to challenge stereotypes of what is and isn’t considered beautiful.
  • Gillette launched We Believe: The Best Men Can Be, a social video campaign aiming at a modern interpretation of manhood.
  • BuzzFeed Video and Purina Friskies launched Dear Kitten, a social video campaign featuring an older house cat teaching a kitten how to be a cat.
See also  3 Simple Google Ads Tweaks That Immediately Boost Sales

2. How-To Videos

How-to videos educate audiences. Brands can use these to build trust and credibility with the audience, as well as establish themselves as an expert in their industry.

Here are some recent examples of successful YouTube marketing campaigns that used how-to videos or explainer videos:

  • L’Oréal has created a series of how-to videos, helping to fulfill the beauty aspirations of consumers worldwide. This includes How To Apply Lash Idôle Mascara by Lancôme USA, which has 15.6 million views.
  • Samsung India used ‘how-to’ videos to promote its latest Galaxy A73 5G, including How To Take Screenshots With A ‘Palm Swipe’ On Your Samsung Smartphone, which has 60 million views. These videos provided in-depth demonstrations of the features and capabilities of the devices, helping consumers to understand the value of these products.
  • Google used explainer videos to educate consumers about its various products and services, including A (Home) Movie About How Google Search Works, which has 91 million views. These videos are helpful in simplifying complex topics and making them accessible to a wider audience.

3. Branded Stories

The key to success with branded stories is to create engaging and compelling content that resonates with the target audience and supports the brand’s overall marketing goals.

Here are a few examples of successful YouTube marketing campaigns that used branded videos in recent years:

  • Clash of Clan’s Lost & Crowned tells the story of Larry’s first day on the job, guarding the Red King’s crown with his big brother Peter on a late-night shift. What could possibly go wrong? This short film got 62.5 million views and 1.3 million engagements.
  • Hyundai Worldwide’s Hyundai x BTS I Hydrogen Documentary is a short documentary that aims to increase Gen Z’s involvement in hydrogen and to make a difference through solidarity. The use of infographics also helps people understand hydrogen better. This documentary got 12 million views and 124,000 engagements.
  • Patagonia’s The Fight For America’s Public Lands is a feature-length documentary about America’s system of public lands and the fight to protect them. One part love letter, one part political exposé, this film got 2.8 million views and 18,200 engagements.

4. Customer Testimonials

Brands can showcase positive customer experiences and testimonials in their YouTube videos, helping to build trust and credibility with the audience.

Some recent examples of successful YouTube marketing campaigns that used customer testimonials, case studies, or success stories include:

  • AmeriSave Mortgage has created a series of customer testimonials. For example, Christine’s Refinance is the story of how AmeriSave’s loan originators helped Christine, a single mother, get a low rate when she decided to refinance her mortgage on her New Orleans home – saving her hundreds of dollars a month while also allowing her to pay off debt. This customer testimonial got 3.9 million views.
  • Sell on Amazon has created a series of studies; for example, New Republic, which shares the case study of the digitally-native footwear brand, got 8.5 million views.
  • Shopify has created a series of success stories; for example, Maye-Williams Active, which tells the story of the 100% Black-owned activewear company, got 22 million views.

5. Interviews With Influencers

By partnering with influencers or subject matter experts, brands can tap into their expertise, reach a new audience, and establish a strong connection with their target market.

Here are some recent examples of successful YouTube marketing campaigns that used interviews with these individuals – or even people on the street – to create engaging and informative content on YouTube:

  • Nike’s campaign, You Can’t Stop Us, featured a series of interviews with various athletes and influencers. The videos highlighted the resilience and determination of these individuals and showed how they overcame challenges and continued to pursue their goals despite the COVID-19 pandemic.
  • Luxe Collective, which buys and sells pre-owned luxury brands, has created a series of street interviews; for example, the video, Stopping People On The BUSIEST Street In Europe To Ask 1 Question, has 34.5 million views.
See also  What Is Duda Website Platform And Is It A Good Fit For Agencies?

What Are The Benefits Of YouTube Marketing?

YouTube marketing can help businesses grow their brand and reach new audiences on the video-sharing platform in several ways.

Reach A Global Audience

YouTube has over 2 billion monthly logged-in users, making it the world’s largest social video platform. And every month, they watch over a billion hours of video on YouTube.

There are localized versions of YouTube in over 100 countries worldwide across 80 languages. This enables brands to reach a massive global audience with customized local campaigns.

Reach Your Potential Customers

YouTube.com is the no. 2 most visited website globally, behind Google.com. This means the video-sharing site is the world’s largest social media platform.

YouTube enables virtually any business in every industry to reach potential customers when and where they’re searching, browsing, or watching video content.

Integrated With TV Viewing

Despite its origins as a website and its evolution into a mobile app, YouTube is now being watched by a growing percentage of Americans on connected TVs (CTVs).

According to Insider Intelligence, 38.1% of the time spent daily on YouTube in 2023 is on connected devices like smart TVs and game consoles, 48.5% on mobile devices like smartphones and tablets, and only 13.4% on desktops and laptops.

So, how do you leverage YouTube for your brand in today’s multiple-device era?

Engage The Segments That Matter Most To Your Business

YouTube enables advertisers to go beyond demographics to target affinity segments (people whose interests and habits relate to what their business offers) and in-market segments (people actively researching or planning to purchase products or services like theirs).

So, YouTube connects you to the people who matter most to your business, from foodies down the block to business buyers of industrial food-service equipment for commercial kitchens across the country.

Engage Consumers At Every Stage Of Their Journey

Videos tend to be more engaging than other forms of content, such as text or images.

A Google/Talk Shoppe study in 2020 found 75% of respondents said advertising in YouTube videos makes them more aware of new brands or products.

And Google data found 90% of people globally say they discovered new brands or products on YouTube.

To bolster brand awareness and convert leads, many brands use a full-funnel YouTube marketing strategy encompassing multiple objectives.

Measure Channel Performance, Brand Lift, And Conversions

You can use YouTube Analytics to better understand your video and channel performance with key metrics like watch time, views, likes, shares, and comments.

You can use Brand Lift surveys to measure the effectiveness of your video ads with key metrics such as ad recall, brand awareness, and consideration.

And you can use Google Analytics 4 (GA4) to measure engaged-view conversions (EVCs) from YouTube. This enables you to measure all the different stages of the buyer journey.

How Effective Is YouTube Marketing?

The effectiveness of YouTube marketing can vary depending on several factors, such as the target audience, the relevance and quality of the content, and the marketing goals.

However, when executed correctly, YouTube marketing can be a highly effective tool for brands and businesses.

It also helps to have an accurate model of how people use YouTube to move through the customer journey on their own terms to understand how to make your video marketing more effective.

Research reveals TikTok’s impact on the consumers’ purchase journeys and found the path to purchase on TikTok looks more like an “infinite loop” than the traditional funnel, which William W. Townsend first proposed in 1924.

Screenshot from TikTok.com/business, March 2023

But the ‘Messy Middle’ of the Purchase Journey model was based on research by Google’s consumer insights team in the U.K., which found that consumers loop between exploring and evaluating the options available to them until they are ready to purchase.

Think With Google infographicScreenshot from Thinkwithgoogle.com, March 2023

There is also a third model of a similar looping process for discovering new videos and sharing compelling content, inspired by reading “The People’s Choice,” a book by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, published in 1948.

Greg Jarboe's YouTube and Video Marketing: An Hour A DayImage from author, March 2023

This landmark study of American voters during the 1940 and 1944 presidential elections found that interpersonal interactions and word of mouth were more significant than mass media for most voters.

See also  7 Data-Driven Content Strategy Tips For Improving Conversions

Based on their research, the authors proposed a two-step flow model of communication. The first step, from media sources to opinion leaders, was a transfer of information, but the second step, from opinion leaders to their followers, also involved interpersonal influence.

YouTube marketing works much more like word-of-mouth marketing and a lot less like mass media marketing. The journey people take to become loyal customers isn’t a straight shot down a funnel. Stuart Hogg accurately observed in “Customer journey mapping: The path to loyalty”:

“In reality, this journey is often more like a sightseeing tour with stops, exploration, and discussion along the way – all moments when you need to convince people to pick your brand and stick with it instead of switching to a competitor,”

Once you understand how the social video platform works, then you are much more likely to achieve the six key benefits of YouTube marketing that are spelled out above.

YouTube Marketing Tools

Here are some of the best tools to help you with YouTube marketing:

Audience Research Tools

Tools like Find My Audience and SparkToro can help you to understand who your most valuable customers are on YouTube and which YouTube channels, social accounts, websites, press publications, and podcasts they engage with – so your video marketing efforts can be better targeted and more effective.

Keyword Research Tools

YouTube Analytics, Google Trends, and YouTube Search Predictions are just some of the keyword research tools for YouTube.

These will help you find relevant keywords and identify popular keywords and topics related to your brand or industry, which will help you optimize your YouTube videos for search.

Video Editing Software

Uploads of short-form content on YouTube have grown 135% in Q2 of 2022 compared to 2021, according to Tubular Labs.

To keep up with this trend, you can use video editing software such as Adobe Premiere Pro and Apple’s Final Cut Pro or iMovie to edit and enhance your YouTube videos, including adding music, sound effects, and special effects.

YouTube Thumbnail Makers

If your account is verified, you can add a custom video thumbnail on YouTube.

And tools like Canva, Placeit, and Adobe Express can help you create stunning YouTube thumbnail images for your videos that will increase your YouTube views and subscribers without design skills or expensive graphic design software.

Social Media Management Tools

Schedule and monitor your videos on YouTube and respond to comments as well with tools such as Hootsuite, Sprout Social, Buffer, or Later.

You may also use them to publish your videos on other social media platforms, helping you to reach a wider audience and drive more traffic back to your YouTube channel.

YouTube Directories

The YouTube Creative Directory contains lists of 15 collaborative partners for every stage of production and 5 affordable do-it-yourself platforms.

Meanwhile, the YouTube Services Directory can help YouTube creators, artists, media companies, and other content creators find service providers to help them grow their businesses.

Digital Analytics

Measuring your results starts with YouTube Analytics, which helps you understand your video and channel performance with key metrics and reports in YouTube Studio.

It incorporates the data and reports available in Google Ads, as well as Google’s lift measurement tools, which enable you to get fast, actionable results across the entire consumer journey.

And it includes Google Analytics, which collects data from your websites and apps to create reports that provide insights into your business.

Summary

By now, you’ve learned the benefits of YouTube marketing, a two-step flow model for effective YouTube marketing, and seven types of marketing tools that should be in your toolkit.

So, is that enough storyboarding? Are you ready to shoot something?

Well, before you do, you may want to read 10 YouTube Marketing Strategies & Tips (With Examples).

Of course, you can always shoot first and ask questions later. But it never hurts to learn lessons from other brands that have developed content strategies that have resonated with 21st-century consumers.

More Resources: 


Featured Image: Chaay_Tee/Shutterstock



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

YouTube Stories To Be Discontinued

Published

on

YouTube Stories To Be Discontinued

In a recent announcement, YouTube confirms discontinuing its Stories feature, a tool similar to Snapchat’s and Instagram’s disappearing messages.

The feature, which allowed creators to post updates that would remain live for seven days, will officially be phased out on June 26, 2023.

The Rise and Fall of YouTube Stories

Launched in 2018, Stories were initially available to creators with over 10,000 subscribers.

The tool was designed for sharing behind-the-scenes updates, vlogs, sneak peeks at upcoming videos, and quick updates.

The decision to remove the feature comes after mixed reactions from users and creators, with some finding it “weird” and lacking certain key functionalities like swipe-up and video linking features.

Further, YouTube says the Stories feature saw limited adoption compared to other engagement tools, like community posts, which drive more comments and likes.

Community Posts & YouTube Shorts: The New Frontier

As YouTube puts an end to Stories, the focus shifts toward community posts and YouTube Shorts.

YouTube recently expanded access to community posts to millions of creators and added popular aspects of Stories, such as editing tools and the ability for posts to expire after 24 hours.

Community posts consistently drive “many times more comments and likes” than Stories, the company says.

See also  A Guide To Social Advertising Success

On the other hand, YouTube Shorts has emerged as a strong contender to TikTok’s short-form video content.

Despite challenges, such as technical issues, and an initial lack of monetization, YouTube Shorts is now an established tool for driving engagement and gaining new subscribers.

Shorts Monetization & The Competitive Landscape

YouTube has made strides in improving the monetization of Shorts. A new process was announced on February 1, 2023, where revenue from ads displayed between Shorts clips will be shared among eligible creators.

This revenue-sharing model replaces the YouTube Shorts Fund, and it’s seen as a potentially more sustainable and equitable way to compensate creators for their work.

Despite these advancements, YouTube faces tough competition in the short-form video space. TikTok, Meta, and YouTube are the current heavyweights, with consumers choosing TikTok for short-form content.

Nevertheless, marketers are beginning to see the long-term return on investment potential in Instagram’s Reels and YouTube’s Shorts, creating a shifting landscape in the industry.

Looking Ahead

Following the discontinuation of Stories, YouTube reassures everyone it remains committed to investing in new and innovative tools to help creators grow.

With more features for Shorts and community posts on the way, YouTube’s vision for the future centers around the tools that show the most promise for user engagement.

See also  Take This Step To Get Over Your Fear of Content Collaboration

Source: YouTube

Featured image generated by the author using Midjourney. 



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

en_USEnglish