Episode Transcript
[00:00:00] Speaker A: Today, we're going super deep into YouTube SEO, how to rank your video number one in search for your terms, and how to be successful in constructing a really great dynamic and script and structure for both your channel and your individual YouTube videos.
[00:00:17] Speaker B: I sit down with Josh Howard to go super deep into podcasting and YouTube.
[00:00:23] Speaker A: For B two B businesses. I hope you enjoy this conversation. Josh dropped tons of value bombs and.
[00:00:29] Speaker B: Even did a tear down of the.
[00:00:31] Speaker A: Castos YouTube page as well as contrasting it with the hrefs page, which I think is kind of like industry standard for like B two B SaaS greatness on YouTube. Josh was super helpful in helping us all understand how we can level up our game on YouTube.
[00:00:47] Speaker B: I sincerely hope you enjoy this conversation with Josh Howard.
[00:00:55] Speaker A: So, Josh, as I look at growing our SaaS company, Castos brand and brand recognition and name is probably more important than ever, right? Chat, GPT and the kind of erosion.
[00:01:09] Speaker B: Of SEO I know you have an.
[00:01:10] Speaker A: SEO background I think has made word of mouth and brand so important.
And YouTube is tops of the list when it's like, hey, how can we establish a brand and how can we differentiate ourselves from, in our industry in particular, super freaking competitive. There's a bunch of people out there that do largely similar things that we do.
[00:01:31] Speaker B: How do you see SaaS companies or tech and B two B folks do brand really well with YouTube?
[00:01:40] Speaker C: Yeah, I think one of the hardest parts, and I remember a few years.
[00:01:45] Speaker D: Ago, I was working with a SaaS company, and I saw one of the most unusual ways, which we can probably.
[00:01:50] Speaker C: Talk about later, but a lot of.
[00:01:52] Speaker D: It, as you said, coming from an.
[00:01:54] Speaker C: SEO background many years ago, the same rules apply.
[00:01:58] Speaker D: So when you look at Google and SEO, it's like expertise, authority, trust, and.
[00:02:03] Speaker C: Then they added an e. This year, a lot of that translates to YouTube.
[00:02:07] Speaker D: And so a lot of people are.
[00:02:10] Speaker C: The mistake that I see a lot.
[00:02:11] Speaker D: Of companies make, is they just want to sell something on YouTube. They just think, like, I'll be able to go there, use SEO, and I'll be able to show up.
[00:02:17] Speaker C: That's like the complete opposite of how.
[00:02:19] Speaker D: It works on YouTube, especially nowadays. So the best companies are out there. They're just giving free information away. They're providing solutions. They're not trying to sell something up front. And I think what a lot of.
[00:02:29] Speaker C: Brands miss is that people don't go.
[00:02:32] Speaker D: To YouTube to spend money. They go there for free information. And so the best companies that I see on YouTube are the ones that are willingly giving up breadcrumbs, right? They're providing you with those solutions.
[00:02:43] Speaker C: And some of those companies, their product offers that solution. And it's a great way to kind of say, here's one way to do it.
[00:02:50] Speaker D: I've seen some businesses kind of fail that way.
[00:02:53] Speaker C: Most notably, one was like a shirt.
[00:02:56] Speaker D: Printing press company, which was interesting.
[00:02:57] Speaker C: That was more b to c.
But.
[00:02:59] Speaker D: The best companies are out there. They're offering up solutions and they're doing it for free. And they're willing to give away that.
[00:03:04] Speaker C: Information because most people on YouTube, and.
[00:03:07] Speaker D: We'D probably talk about this at length, but most people on YouTube are not.
[00:03:10] Speaker C: Coming there to just be like, hey.
[00:03:12] Speaker D: I want to buy something. They're coming there to look for a solution. It's just like, can you lead them down that path? And that's why structuring yourself on YouTube can be really important.
[00:03:21] Speaker B: Yeah, let's talk about that.
[00:03:22] Speaker A: Because that is the question, right? Is top of funnel, middle of funnel, bottom of the funnel? Maybe phrase it in terms of buyer awareness, is like, not even aware they have a problem. Aware they have a problem, aware there's a solution. Most aware is like, you are probably the solution, but they're just checking price or reviews or something like that in either of those paradigms, right, the funnel.
[00:03:46] Speaker B: Or the customer awareness journey. Where do you put most of your YouTube content if you're a brand like us?
[00:03:57] Speaker D: That's a good question. That's a really tough one.
[00:04:00] Speaker C: So one thing that I've learned in.
[00:04:03] Speaker D: Working with a bunch of companies, right.
[00:04:04] Speaker C: Is that YouTube is there for every.
[00:04:06] Speaker D: Part of your journal. It can be start a funnel, it can be end of funnel. What most people don't realize about this.
[00:04:11] Speaker C: Is that it's actually middle. And this is something that I've experienced.
[00:04:14] Speaker D: Because a lot of companies are like.
[00:04:16] Speaker C: They want to see results.
[00:04:17] Speaker D: And I'm like, well, are we using tracking codes? Are we using all these things to.
[00:04:20] Speaker C: Know where they're at in their journey? So what happens is that I normally.
[00:04:26] Speaker D: Look at YouTube as kind of like a little bit of everything. You can't just go make like, I see a lot of companies are like, oh, we have ten videos lined up, and then we just want them to exist and hope that SEO works. I'm like, I won't work with you. That's just not how it works.
[00:04:37] Speaker E: Right.
[00:04:39] Speaker D: So I look at different things because the way that I look at it.
[00:04:42] Speaker C: Is, what is the video's purpose?
[00:04:44] Speaker D: Are we trying to get awareness and just so that people know who we are?
[00:04:47] Speaker C: If so, that is a case study.
[00:04:49] Speaker D: That is a whiteboard that is something entirely different. If we're trying to build trust, we can do that along with our authority.
Of course, you're throwing the expertise and.
[00:04:58] Speaker C: Experience all in there.
So I will normally have videos that.
[00:05:03] Speaker D: Are very specific purposes. And so when I work with people, I'll put a notion, doc, and in one of those columns with businesses, it's like, what is the purpose of this video? What is the intent? Are we just trying to have people discover who we are or are we trying to convert people? And there's two different ways to do that.
[00:05:19] Speaker C: And as much as I go away.
[00:05:22] Speaker D: From SEO, SEO does play a thing. So what I'll do is we'll do certain videos that are just for awareness. And so it's like broad based videos that we just wanted to hit somebody's.
[00:05:30] Speaker C: Homepage, we wanted to hit their suggested.
[00:05:33] Speaker D: Somebody that's in that space doesn't have to be a huge video, just has.
[00:05:36] Speaker C: To be something that people, you're not.
[00:05:38] Speaker D: Trying to get them to search for.
[00:05:39] Speaker C: It even though they can. But then if I want to be.
[00:05:42] Speaker D: More conversion based, I'm actually making SEO oriented videos that are answering questions and we know about also ask, we know about answer the public, things like that. You can use Google trends, different ways to figure out what people are searching.
[00:05:54] Speaker C: For in your space, and then we're.
[00:05:56] Speaker E: Going to target that.
[00:05:57] Speaker C: And the beauty of what I do.
[00:05:59] Speaker D: Coming from the background that I have.
[00:06:01] Speaker C: Is like, and this is something that is, I don't want to say like.
[00:06:06] Speaker D: I'm special in what is doing this, but I have a track record that goes back a long time is that I don't want my YouTube videos to only appear on YouTube. I know ways to get it to appear on Google Search.
And that's where I think a lot of people miss in terms they just think SEO. But there's actually some neat little tricks.
[00:06:20] Speaker C: You can do is to try and have that crossover.
[00:06:24] Speaker D: And so that's really like, I look at it in different parts of like, I'm constructing videos with very specific purposes and it's normally a blend of each of those. Because if you're not getting awareness, you're only getting search. And if you're only getting search, you're extremely limited. There's a cap every month that you can go and figure out what that is.
[00:06:42] Speaker C: Say, this is the amount of people.
[00:06:43] Speaker D: That will get there. And I don't even know if my video is going to rank or somebody else is going to show up there.
[00:06:47] Speaker C: So you're severely limiting your audience and there's a whole bunch of things that.
[00:06:52] Speaker D: Go into the awareness side and how you can connect the dots on that.
[00:06:55] Speaker C: It's like, my biggest thing on YouTube.
[00:06:57] Speaker D: As a business is like, are you connecting the dots?
[00:06:59] Speaker C: Because I want to speak to one specific YouTube part on YouTube, especially 2023 and going forward, 2024, if you are.
[00:07:09] Speaker D: Not getting a return viewership, if you just have a one off video, let's say it's not a search based video and you don't bring somebody back or you don't offer them something else, you have no idea if they'll watch another one of your videos. And YouTube is a very performance based system. So a lot of people make these one off videos that are specifically about.
[00:07:25] Speaker C: Just, like, one thing, but they don'tie.
[00:07:27] Speaker D: It to anything else. And so that video fails, it doesn't.
[00:07:30] Speaker C: Keep people on YouTube, and everything falls apart.
[00:07:32] Speaker D: And that's.
[00:07:33] Speaker C: That is the biggest speed bump for.
[00:07:35] Speaker D: Businesses is not understanding that concept of YouTube.
[00:07:38] Speaker E: Okay.
[00:07:39] Speaker A: You said a whole bunch of stuff there that I want to unpack because I don't understand it all. One is you can figure out the kind of Tam, I guess, total addressable.
[00:07:46] Speaker B: Market or search potential of your channel or your topic. How does that work generally?
[00:07:51] Speaker E: Yeah.
[00:07:52] Speaker D: So you can use a couple different things. If you are a business, you can use things like Semrush.
[00:07:56] Speaker C: Semrush.
[00:07:58] Speaker D: You can use those tools. I think it's Semrush that has the YouTube volume.
[00:08:02] Speaker C: Vidiq has that.
[00:08:03] Speaker D: I like to use Google Trends. So Google Trends has a drop down. You can switch between Google and YouTube.
[00:08:08] Speaker C: So you can get a little bit more there.
[00:08:10] Speaker D: Also asked is probably the best way if you're doing SEO based videos, because.
[00:08:14] Speaker C: You can literally match up word for.
[00:08:16] Speaker D: Word what people are looking for in.
[00:08:17] Speaker C: Your industry and ask the public, those.
[00:08:19] Speaker D: Are the best ways to kind of go down that path. And if you're a business business, you can also use Google search console and figure out how people are finding you on Google.
There's a lot of different ways, but I would say be lazy. Download the Vidiq app and then look for search volume.
[00:08:33] Speaker B: Yeah, got you.
[00:08:34] Speaker A: So I could look for best podcasting.
[00:08:36] Speaker B: Mic and it would show up 200,000.
[00:08:39] Speaker A: People search for it in the last month. I do a video about it. I know I can get a percentage of that. That's kind of the math, right?
[00:08:44] Speaker E: Yeah. Okay.
[00:08:45] Speaker B: Got it.
The other thing you mentioned that two other things.
[00:08:50] Speaker A: One is, and just don't let me forget, one is YouTube being in the middle of funnel. And I think about it as middle of funnel, too, but for a different reason. But the first thing I want to talk about is connecting the dots because I think that will talk to the.
[00:09:01] Speaker B: Middle of the funnel, that kind of concept.
[00:09:09] Speaker A: We do a lot of SEO, too, right? Written on page SEO. And one thing that I'm always struggling.
[00:09:15] Speaker B: With conceptually is one keyword, one article, one time, right?
[00:09:20] Speaker A: Like, I only can publish this one article about podcast gear or best podcast editing service one time. And I can't ever duplicate that because.
[00:09:27] Speaker B: Then I get slapped by you, by Google and everything.
And so we think that there's this.
[00:09:35] Speaker A: One piece of content and if we need to revise it or something, that's fine. That the concept is different with YouTube, right?
[00:09:40] Speaker B: Because you can only publish a video.
[00:09:43] Speaker A: Once, and if you need the 2024 podcast guide or gear guide, you got to do a whole new video.
So that's like a part of the overall kind of thing I struggle with.
[00:09:54] Speaker B: Which is the balance of evergreen and.
[00:09:59] Speaker A: Timely content with the connecting the dots. Because if you're saying like, hey, okay.
[00:10:05] Speaker B: I've never thought about it makes total sense.
[00:10:06] Speaker A: I want to construct a natural buyer journey, right? Somebody comes in here and then they.
[00:10:10] Speaker B: Go here and here and here and here.
But if those steps just go away.
[00:10:15] Speaker A: Or get replaced, how do we as content managers think about that to say, like, okay, I need these seven videos.
[00:10:22] Speaker B: To walk someone through the buying journey.
But unlike a blog post where it's always those seven URLs and tracking and all that crap, four of those will get replaced every year because, know, annual listicles or something.
[00:10:36] Speaker C: Yeah, that's a really good point.
[00:10:38] Speaker D: And I want to bring up something that a lot of people I think don't realize about YouTube is that if you look at the traffic sources on.
[00:10:46] Speaker C: YouTube, you've got browse, which is what most exists.
[00:10:50] Speaker D: That's your homepage you got suggested. Up next, sidebar, things like that. You have search, which if you're a search based channel, that might go higher up the list and then channel pages. Channel pages is your storefront on YouTube.
[00:10:59] Speaker C: What people don't realize is that channel.
[00:11:01] Speaker D: Pages is either your third or your fourth highest impression source.
[00:11:04] Speaker C: So it doesn't mean it's your highest.
[00:11:06] Speaker D: Traffic source because most people don't construct that correctly.
[00:11:09] Speaker C: And that's one of the reasons why I say it's middle of the funnel.
[00:11:12] Speaker D: A lot of people watch a video.
[00:11:13] Speaker C: And then go to your channel page.
[00:11:15] Speaker D: A lot of people go from your.
[00:11:16] Speaker C: Website to your channel page. And the click through rates on a.
[00:11:20] Speaker D: Good channel page and a bad channel.
[00:11:22] Speaker C: Page are what gets there.
[00:11:23] Speaker D: And I want to tie that into what you're talking about is playlists exist.
[00:11:27] Speaker C: And they do really well on channel pages. And so if you do have to.
[00:11:31] Speaker D: Replace videos, that's probably the first place that you're going to look to surface.
[00:11:35] Speaker C: That, and there's a lot of things.
[00:11:36] Speaker D: You can do with analytics in playlists and things like that. Probably a much longer conversation than what we would have here.
[00:11:42] Speaker B: We're going to be having you back on.
[00:11:43] Speaker A: Don't worry, we'll get another shot at it.
[00:11:46] Speaker D: Yeah.
[00:11:49] Speaker C: So if you can construct playlist and.
[00:11:53] Speaker D: Be able to formulate kind of like that plan, it's like if I have this video, most things are going to.
[00:11:57] Speaker C: Exist through call to actions and you're.
[00:12:00] Speaker D: Going to basically tell them where to go.
[00:12:02] Speaker C: And that's the thing is if you.
[00:12:04] Speaker D: Are constructing your outros really well as.
[00:12:06] Speaker C: A business, which most people don't, I.
[00:12:11] Speaker D: Definitely want to get into that part on the way to my list at some point.
But if you can redo those videos, verbal ctas are one of the most powerful things on YouTube. And so that's how you can reconnect the dots in a different way. So you can still go back to that evergreen content with that same CTA, something different.
So I think there's a couple different.
[00:12:33] Speaker C: Ways to play around that.
[00:12:34] Speaker D: I would say that if you are planning on existing on YouTube, you either make a ton of evergreen content or you have to understand that as that calendar year rolls around, or you're trying to do that, that you are going to have to make updated content. And that's just part of the process.
[00:12:48] Speaker E: Yeah, for sure.
[00:12:49] Speaker A: I mean, in the last episode we.
[00:12:50] Speaker B: Talked about beginning of the year is coming.
[00:12:53] Speaker A: We need the 2024 podcast, gear guide and best x for 2024. And I'm like, in a way cool because I don't have to figure out what to shoot this week.
[00:13:02] Speaker B: In a way, man, if you think.
[00:13:04] Speaker A: About running this for three, 4510 years, like, you can do ten of those same videos to do it once a.
[00:13:09] Speaker B: Year, that's kind of daunting.
[00:13:11] Speaker A: But it's also a cool opportunity because again, unlike blogging, where you just replace.
[00:13:14] Speaker B: That same existing page, you just shoot.
[00:13:16] Speaker A: A whole new, really, really practically with the elements you can use within a video, like the end cards and whatever.
[00:13:26] Speaker B: You call it at the top, like the CTA banners, those are how you.
[00:13:31] Speaker D: Get the end screen.
[00:13:32] Speaker C: Yeah.
[00:13:33] Speaker A: Is that how you would direct someone.
[00:13:35] Speaker B: To a new piece that has changed.
[00:13:39] Speaker A: Since you shot that video originally like, hey, go check out our updated guide here. Or have the end screen be different.
[00:13:44] Speaker B: Is that the mechanism you would use?
[00:13:47] Speaker E: Yeah.
[00:13:47] Speaker D: So that same notion document that I referenced earlier, there's a column that says.
[00:13:52] Speaker C: Like, what video am I connecting this to?
[00:13:55] Speaker D: You're planning this out weeks ahead of time. Normally you're going to make batch content, right. I want to make four to five videos that are all closely related in.
[00:14:02] Speaker C: Some way so that when I'm on.
[00:14:04] Speaker D: Video three, guess what? I can call back to video one. And two, I can put those into a playlist which is highly digestible. Four to six videos. If you see a playlist with 15 videos, are you clicking into that?
[00:14:14] Speaker C: Probably not.
[00:14:15] Speaker D: I don't think many people have time to click into a 15 video playlist. But if you can create like digestible.
[00:14:19] Speaker C: Stuff, it's like if my CTA is.
[00:14:22] Speaker D: Hey, you can craft outros, but if you want to go through the full structure, check out this four video playlist.
[00:14:28] Speaker C: I got and you'll be able to.
[00:14:30] Speaker D: Get a full understanding.
These four short videos to get you through the whole process.
[00:14:36] Speaker C: They each can stand on their own.
[00:14:38] Speaker D: But now I have it to where they're all connected.
[00:14:41] Speaker C: And so that's kind of how I look at it and getting that going.
[00:14:46] Speaker E: Yeah. Gotcha.
[00:14:47] Speaker A: Gotcha.
Want to talk about the concept of.
[00:14:53] Speaker B: Kind of YouTube as middle of funnel?
[00:14:56] Speaker A: I always talk about there's this inverted pyramid, right, where at the top you have awareness.
[00:15:02] Speaker D: Right.
[00:15:02] Speaker A: And for me, in my mind, that's social media usually. Right.
[00:15:06] Speaker B: Social in the middle tier is YouTube and podcast.
[00:15:11] Speaker A: Because for a lot of our customers, it's the same thing.
[00:15:13] Speaker C: Right.
[00:15:14] Speaker D: Like for this, right.
[00:15:14] Speaker A: This is going to be a podcast and it's going to be on YouTube.
[00:15:17] Speaker B: And then the website is the bottom of the funnel.
[00:15:20] Speaker A: Right.
But you're saying that the top of.
[00:15:24] Speaker B: The funnel a lot of times is the website. They go out to YouTube and then they come back to the website.
[00:15:30] Speaker A: Is that mostly kind of like searches, driving the top there and then the.
[00:15:34] Speaker B: Middle is like engagement and getting to.
[00:15:36] Speaker A: Love people, and then they come back to the website to convert.
[00:15:40] Speaker B: Is that the journey?
[00:15:41] Speaker E: Yeah.
[00:15:41] Speaker C: So I focus a lot on what.
[00:15:45] Speaker D: Is the natural user's behavior.
[00:15:47] Speaker C: It's different for different channels.
[00:15:49] Speaker D: And I've really been able to hone in on this. I can't say who they are, but I've been working with a large startup.
[00:15:54] Speaker C: Channel since January and they are very sign up based. We'll leave it at that. And if I wanted to learn more.
[00:16:04] Speaker D: About your company going to your website, but this day and age, depending on your audience.
[00:16:10] Speaker E: Right.
[00:16:13] Speaker D: There's an article put out from Blue Cove in April of 2021 that I still reference and it talks about.
[00:16:22] Speaker E: Where.
[00:16:22] Speaker D: Video comes into play in the buyer's journey. And it was focused on b to b. I think it was fantastic one. I should have shared it with you.
[00:16:28] Speaker A: Yeah, we'll include a link in the.
[00:16:29] Speaker C: Show notes for sure, but this thing.
[00:16:32] Speaker D: Talks about, and they took a bunch.
[00:16:34] Speaker C: Of surveys and it was like 80%.
[00:16:36] Speaker D: To 90% of people are now looking for video as their confirmation source. So if I go to your website, you might have video embeds on there, but how many people have YouTube video embeds? But how many people are putting up just naturally embedded videos? Because it's not normally good practice, page speed, things like that.
[00:16:51] Speaker C: That if you're really into SEO, but.
[00:16:53] Speaker D: There are some really neat things that.
[00:16:55] Speaker C: You should be doing if you're doing that.
[00:16:57] Speaker D: But a lot of people are going from the website to do these people know what they're talking about? If so let me go and let me hit your channel page. And if your channel page and that's your storefront and somebody goes there and you've just got videos and popular videos and you're not offering up anything, it's like you are now limiting their capabilities.
[00:17:16] Speaker C: Of what they're able to find.
[00:17:18] Speaker D: I want that channel page to look good. I want it to be able to say, hey, it screams authority. I know myself and I don't want to speak from my experience because this.
[00:17:26] Speaker C: Is not everybody's, but I'll go from.
[00:17:28] Speaker D: There, I'll find that YouTube page. I want to go see what's on there. I want to see what they're about. Do these people actually know what they're talking about? So it very much is, and we.
[00:17:37] Speaker C: Found this out this year quite heavily.
[00:17:40] Speaker D: Is that a lot of people are going there. It's like, okay, well, you talk about, you offer X, Y and Z and there's a bunch of articles, but I mean, how many people are going to read five articles?
[00:17:47] Speaker C: Right. But if I can click on your.
[00:17:49] Speaker D: YouTube page and see that you have videos that actually talk about what you're claiming, you know, about that video journey is much better for people to get into, especially when we start talking about younger demographics.
[00:18:01] Speaker A: Yeah, I have an eleven and almost 13 year old and it's literally all they do. They play Minecraft and they watch YouTube of people playing Minecraft and it's just like, this is who we're going to be selling to in a few.
[00:18:14] Speaker D: So.
[00:18:15] Speaker A: So getting back to it.
[00:18:16] Speaker C: Okay, so search.
[00:18:18] Speaker D: Right.
[00:18:18] Speaker A: And search intent goes to the web page. Then they say, are these people for real? And they validate you or verify you on YouTube. Totally makes sense.
[00:18:26] Speaker B: That's how I buy.
[00:18:28] Speaker A: Are they then like opening another tab in the browser and going to YouTube.
[00:18:31] Speaker B: And typing in your brand name or.
[00:18:34] Speaker A: You mentioned things you can do on the page to kind of encourage that interlinking and interaction for us as a brand. What's the strategy to say, like, cool, check us out on YouTube.
[00:18:44] Speaker B: You'll love what you see there.
[00:18:46] Speaker E: Yeah.
[00:18:46] Speaker D: So I think if you have stuff linked within articles or just your footer, obviously, and you definitely want to make sure those links open up in a.
[00:18:54] Speaker C: New tab, you don't want to have to make them go back and forth.
[00:18:57] Speaker D: But yeah, you go to the channel page. And the difference that I see, I'll.
[00:19:01] Speaker C: Tell you, you can never speak in.
[00:19:03] Speaker D: Definitive in numbers on YouTube because it's all relative. But I do want to give a little bit of insight and things that I've seen. I've seen a lot of numbers. If you go to your traffic source right now and your channel page CTR, for a lot of businesses, it's probably like two to 2.5, maybe three if you're lucky.
[00:19:17] Speaker C: That's bad.
[00:19:19] Speaker D: You can go look at that right now. And most businesses are going to find that it's going to be down that.
[00:19:23] Speaker C: Far, barring there's enough impressions to justify that data. A good channel page.
[00:19:29] Speaker D: I almost call this the five.
[00:19:31] Speaker C: Normally, for an average channel, we're not talking like Mr.
[00:19:35] Speaker D: Beast style channel, but an average channel is going to have like 5% of their traffic come from the channel page. And they're normally going to have around a 5% click through rate if they've constructed it well, really good pages and pages that are dedicated more towards learning.
[00:19:47] Speaker C: How to stuff, those will generally be higher.
But you're normally going to find, like.
[00:19:52] Speaker D: When you start to cross that threshold, there's a difference in the way the channel behaves. There's a difference in the way it means that if I watch and it's not always from outside, don't get me wrong, normally, if you think about this, if you click on a video and you're on YouTube, you're normally going to go to the channel page. What else do they have? If the end screen didn't tickle your.
[00:20:09] Speaker C: Fancy, then you're going to go there.
[00:20:10] Speaker D: And you're going to be like, all.
[00:20:11] Speaker C: Right, what else do they have? And if you don't have that constructed. In a way.
[00:20:15] Speaker D: You've lost an immediate return viewer. And I can tell you a return viewer is everything on YouTube. So it kind of goes into both elements, right. It's like if we're talking searches, the.
[00:20:25] Speaker C: Start of the funnel, make sure it's constructed well. If they start on YouTube, make sure.
[00:20:30] Speaker D: That when they get there on that.
[00:20:31] Speaker C: Channel page, like everything, the channel page is so important and I don't want.
[00:20:36] Speaker D: To put too much emphasis on it, but I hate that nobody puts emphasis on it.
[00:20:39] Speaker C: So I'm like embellishing a little bit.
[00:20:42] Speaker E: Yeah.
[00:20:42] Speaker D: Okay, so each of these sections, if you're going to be putting this on.
[00:20:46] Speaker C: Screen, each of these sections are shelves, right.
[00:20:49] Speaker D: So we've got a trailer. I'm unsubscribed.
[00:20:54] Speaker E: Okay.
[00:20:55] Speaker D: Pretend I'm coming to your channel for the first time.
[00:20:57] Speaker C: I want to know what your channel is about.
[00:21:00] Speaker D: Am I going to watch a ten minute video?
[00:21:02] Speaker C: Yes or no?
No, probably not.
[00:21:07] Speaker D: Those trailers better be snappy and to the point.
[00:21:10] Speaker C: They autoplay.
[00:21:11] Speaker D: There's no way to turn off autoplay. But if I have to go and pause that and I see it's a ten minute video that's permanently paused and I will never watch it again. The end. There's going to be some people that will watch it. Don't get me wrong, but as a new user who's never seen your channel.
[00:21:26] Speaker C: For people that don't know, you can.
[00:21:27] Speaker D: Set up a channel trailer for people who haven't subscribed and returning subscribe so you can change the trailer based on status.
[00:21:34] Speaker C: So we focus on new people to the channel.
[00:21:37] Speaker D: So ten minute video, not watching.
The title of the first chapter is called intro. I'm definitely not watching that.
[00:21:44] Speaker C: Okay.
[00:21:45] Speaker D: Never use the word intro in chapters. It implies zero value and just niceties. That's a whole different conversation.
Second part, popular videos, good or bad? Maybe most people just want to show off, right? It's like, well, hey, we've got these.
[00:21:57] Speaker C: Videos that a lot of people enjoyed.
[00:22:00] Speaker D: Do I need to keep going? Okay, there we go. It's up.
[00:22:02] Speaker C: Now, popular videos.
[00:22:05] Speaker D: It's normally a good shelf to keep.
[00:22:07] Speaker C: Up, but it's based on we're not.
[00:22:10] Speaker D: Controlling the type of content that we're presenting to people. Your most popular video is five years ago. I don't consider that relevant anymore.
[00:22:17] Speaker C: It might be, but if I see.
[00:22:19] Speaker D: Five years, is that, I got to think, will somebody think that this video from five years ago is popular or should I give them an updated version of this? That is a little bit better packaged and a little bit better video. I don't like to surface old content unless I know it's completely evergreen and still valuable.
[00:22:34] Speaker C: But the older it gets, the less.
[00:22:36] Speaker D: Valuable it becomes for 99% of cases. So I'm probably changing that. Then I'm going to go back through and I'm going to go through advanced.
[00:22:45] Speaker C: Analytics, pull some numbers, figure out what.
[00:22:48] Speaker D: Type of playlist I'm making. And this is why it's good to plan out content, so that you always know what your playlists are going to be made of, what control you have.
Shorts. I will never click on shorts on your channel page.
They put this here because they didn't have a tab a long time ago when they first introduced shorts. Now they added a tab up at the top, so you got home video, shorts, live podcasts, et cetera. And they just made another change to that just a few weeks before this.
[00:23:13] Speaker C: Podcast, to where if you don't have.
[00:23:15] Speaker D: Anything in those sections, they won't show up. So it's less cluttered, which is nice. Okay, but I don't care about shorts here. There's a missed opportunity for valuable content.
[00:23:22] Speaker C: That somebody's coming here for multiple playlists.
[00:23:26] Speaker D: I have no idea what's in these playlists. One of them is 53 episodes, one of them is 21 episodes, one of them is 32 episodes. I'm sorry if this sounds mean, but it has to be honest.
[00:23:35] Speaker A: No, this is why we do it.
[00:23:36] Speaker E: Yeah.
[00:23:36] Speaker A: Otherwise I would keep my head in the sand.
[00:23:39] Speaker D: In the customization section of your YouTube studio, you can choose which playlists go here instead of multiple playlists. I want to be able to construct those playlists. Right.
Elementor for seriously simple podcasting. Why wouldn't we break that out as an individual one? I'm going to find my most popular content via playlist. That's going to be closely related.
[00:24:02] Speaker C: Right?
[00:24:02] Speaker D: I'm going to go through what videos make sense. How can I put this in there? And that's what I'm going to do. The videos shelf.
[00:24:10] Speaker C: This is if you're lazy, I'm going.
[00:24:13] Speaker D: To say this one's a 50 50. And when I do have it, I generally have it like third or fourth.
[00:24:18] Speaker C: In the list on the shelf, which.
[00:24:21] Speaker D: Is where you're at now. Just so people that are curious, they can see. How active have you been? What have you had recently? So I think that one's okay.
But generally speaking, we're tearing this whole thing down. New trailer, surfacing two playlists probably in the first and second slot on here. That make sense that are carefully constructed. You could put popular videos if it made sense, but in this case, I don't think it does. We're removing popular videos, we're removing shorts. We're removing multiple playlists, and we have videos. We keep the information valuable, we keep it simple, and we make sure that it's recognizable as soon as we get there. I just realized you had Rand Fishkin on here. I followed Rand when I first got into website SEO so many years ago. I love that guy.
[00:25:03] Speaker A: Yeah, he's a great dude. He's a great dude. Okay, cool. So can we contrast this with a.
[00:25:09] Speaker B: Homepage that you think is really good?
[00:25:14] Speaker C: I'm going to think of an option that doesn't jeopardize my NDAs.
[00:25:20] Speaker A: What about hrefs?
[00:25:23] Speaker D: Hrefs has been everyone. My name is Samo and welcome.
[00:25:27] Speaker B: I can't believe that.
[00:25:28] Speaker D: Yeah, so this is a good one if you go there.
[00:25:31] Speaker A: SEO tutorial, b to b world.
[00:25:33] Speaker B: They're kind of some of the best.
[00:25:35] Speaker A: So let's talk about this one so we can sling some mud somewhere else.
[00:25:40] Speaker D: So they're capitalizing on something of a super popular video for this one. I think it's okay. Given their brand, we know. What if I don't know what castos offers? Like, you're not a household name in the industry. The way hrefs is. Hrefs is just massive.
[00:25:59] Speaker C: Right.
[00:25:59] Speaker D: So they can get away with pretty much anything.
[00:26:01] Speaker C: So that's the way I look at that.
[00:26:03] Speaker D: But if you go down here and.
[00:26:05] Speaker A: Just for folks listening, this is a.
[00:26:07] Speaker B: Two hour long video.
[00:26:08] Speaker D: Yeah. And this is like something that offers up that they know has good conversions and things like that, they can get away with it. On the next part, it's SEO tutorial series. This is something that I see a lot, and there's different ways.
[00:26:19] Speaker C: And there's one company I'm going to.
[00:26:21] Speaker D: See if I can reference, but they do educational content. They're b to c. However. They're like, hey, this is this. If your news start here, and then they'll have a little arrow. And it's like, so engaging, right? It's so like, hey, I'm presenting something because I know who my audience is that's coming here. The people that are coming to Ahrefs. My brother's been in Internet marketing and.
[00:26:40] Speaker C: SEO for 23 years now.
[00:26:43] Speaker D: He's not coming to Href, the watch tutorial series.
[00:26:45] Speaker C: Right.
[00:26:46] Speaker D: He's just going to show up on what the browse hits and what he's subscribed for. And any new videos they come up with that might catch his eye. He will not come to the channel page and click on this. So hrefs would know the audience that they're appealing to. Most people that are going to hrefs.
[00:26:58] Speaker C: Are learning about them for the first time or trying to figure out what they're about.
[00:27:02] Speaker D: This is why these types of constructed playlists work so well, even though they're not all the most popular video. I would probably reorder some of the.
[00:27:11] Speaker C: Stuff that they have, but then they go down to the next playlist, big.
[00:27:16] Speaker D: SEO tutorials, and again, they understand their.
[00:27:19] Speaker C: Audience and who they're constructing these playlists for.
[00:27:23] Speaker D: They put the most popular one first because they know who that audience is.
[00:27:26] Speaker C: And then the third one, SEO tips, tricks and strategies.
[00:27:30] Speaker D: They're actually one of the people that I reference all the time for YouTube SEO because they did something really tricky for getting on Google search with their video.
And then below that, like I said, the videos one is like a 50 50 and that's it. This is how it would be done. I mean, I didn't review this beforehand.
[00:27:47] Speaker C: But trailer playlist targeted at their audience.
[00:27:52] Speaker D: Another playlist targeted a third one that's going to be there, that is available, and then moving on to videos and then they're done.
[00:27:58] Speaker B: That's it.
[00:27:59] Speaker D: They gave you the information for each.
[00:28:01] Speaker C: Different audience that they're going to be looking at?
[00:28:04] Speaker E: Yeah.
[00:28:04] Speaker A: Interesting. No shorts for as active a channel as they have. That's interesting.
[00:28:10] Speaker C: I'm totally okay with that. For hrefs.
[00:28:12] Speaker E: Yeah.
[00:28:15] Speaker A: Cool.
I totally put you on the spot, but that was super helpful.
One thing I rant about just in general is like shallow advice. And so I'm really glad we did that because it makes me feel terrible about myself. But I'm going to go rip all that apart and make it feel better. But I mean, all the folks that.
[00:28:34] Speaker B: Are listening are now going to take.
[00:28:35] Speaker A: I think those two examples are really.
[00:28:38] Speaker B: Good abstractions of what most folks should.
[00:28:41] Speaker A: Be able to do with their channel.
[00:28:42] Speaker B: So I love that. I have a practical question about how we do that, especially around playlists.
[00:28:51] Speaker A: Looks like I need to just kind of rip apart most of my playlists. Does that do bad things to kind of YouTube SEO if I have a bunch of kind of orphaned videos that were previously a part of a playlist or I want to just start a new playlist because that's cleaner.
[00:29:04] Speaker B: Is that all cool?
[00:29:05] Speaker D: Yeah, you can get rid of that.
[00:29:07] Speaker C: You are 100% okay.
[00:29:09] Speaker D: There are some things that I would just say that when you are working on this. This is just general information. Again, I would go much deeper into these things, but if you are looking to construct playlist, you look at things.
[00:29:18] Speaker C: That because you can set a featured.
[00:29:20] Speaker D: Video as your number one, find your top performer that has a good thumbnail, good title, all that stuff, that's your number one. But when you're looking for things, look through, click through rates, average watch time or average percent viewed, so that you know that if they watch that video, will they make it to the second one? And most importantly, there is a metric buried in advanced analytics called average views per viewer. This is how many videos somebody watches after the first initial view. And if that video helps bring people back, that's normally one that you want to get there because it's like there was either a CTA in this video or the video was so good that it brought back an immediate return viewer. And those are normally some key points.
[00:29:58] Speaker C: That I look for.
[00:29:59] Speaker A: Yeah, no, it makes sense. Makes sense.
Regarding the older content, we have quite a few pieces in there from a few years ago, more than three years ago.
[00:30:12] Speaker B: Do you just redo them?
[00:30:13] Speaker A: Do you delete the old ones? Do you keep everything around?
What's the strategy for evergreen content?
[00:30:20] Speaker B: But it's been three years.
[00:30:21] Speaker A: I mean, a good example of this that I see is been researching YouTube a lot and I look at the primal video guys, right? They've been doing this a long time and they have a bunch of camera reviews from five years ago. I'm just never going to watch it.
[00:30:33] Speaker B: In a way, to me it's like, is it still relevant?
[00:30:38] Speaker A: Are these guys still relevant? Those two things happen in my mind at the same time.
[00:30:41] Speaker B: So are you better off to say.
[00:30:43] Speaker A: Nothing older than three years, even if it performed well and I'll just make.
[00:30:46] Speaker B: A new version of it? Or do you just keep the old stuff and make a new version too?
[00:30:50] Speaker C: You can keep the old stuff stuff. I love remaking stuff. One thing that I would really encourage SaaS companies to explore, this is probably.
[00:31:00] Speaker D: The number one thing that I could give people for video content.
If you make long form, like long form content in 2023 really took off for YouTube, I'm talking 2030 minutes plus videos.
If you want to make content on.
[00:31:16] Speaker C: YouTube as a SaaS company, don't be afraid to make those long videos and.
[00:31:22] Speaker D: Then think about those videos. And you can look at this in.
[00:31:25] Speaker C: Two different directions, right?
[00:31:26] Speaker D: If in that video I have like.
[00:31:27] Speaker C: Ten parts and this video is complete, a project from beginning to end, that.
[00:31:33] Speaker D: Video holds such long term, tremendous value and within that part, there's probably 1015 sections of like, if we were doing.
[00:31:40] Speaker C: Chapters, take out those individual chapters, figure.
[00:31:43] Speaker D: Out what you could make a five to eight minute video on.
[00:31:46] Speaker C: So you would remake that part, but.
[00:31:49] Speaker D: You would hyper focus on that and add more additional value and detail.
This is the way, like, if you want to have people find that evergreen.
[00:31:56] Speaker C: Content, don't be afraid to make those long form videos. And then if you're looking for a video strategy, a really cheap one that is very effective, just make that five.
[00:32:05] Speaker D: To eight minute segment in that video. Turn it into a five minute video.
[00:32:08] Speaker C: That you can add value to.
[00:32:10] Speaker D: That way you have individual chunks from those. I think that's one way to handle evergreen content that can last for a.
[00:32:16] Speaker C: Long time, but then you can remake.
[00:32:18] Speaker D: Parts of that content down the road, and then you can always call back to it if it's still relevant. So it's like, if I make this video a year later, is that video still relevant?
[00:32:26] Speaker C: It's like, hey, if you did this.
[00:32:28] Speaker D: Part of it, you might want to check out the full thing. Check out this video here. And that way you keep that video relevant. It stays around, especially if it's search based content.
[00:32:36] Speaker E: Yeah.
[00:32:37] Speaker A: We're proponents of a similar model with podcasting on YouTube, which is, there's the long form stuff, right? This will be 45 minutes.
[00:32:45] Speaker B: There's shorts.
[00:32:45] Speaker A: We'll pull a few shorts just for social media mostly. And then what I call them mids. Right? It's the Joe Rogan thing.
[00:32:51] Speaker C: Right?
[00:32:51] Speaker A: So you and I'll talk for 45 minutes. If there's a five minute section in.
[00:32:54] Speaker B: There, we'll just pull that chunk out and publish it as a separate video. But what you're saying is not that.
[00:33:00] Speaker C: But I go record instead of five.
[00:33:04] Speaker A: Minutes, a ten minute version of that topic where I go in a little more depth and jazz it up a little bit.
[00:33:11] Speaker D: I actually stopped working with podcast channels.
[00:33:13] Speaker C: On YouTube because so many people refuse.
[00:33:16] Speaker D: To do that part. I'm like, then your channel will never succeed if you're just trying to grow like 1 hour podcast. Like, good luck, I'll see you in five years.
But you have to break out those segments for.
[00:33:28] Speaker E: Yeah, yeah.
[00:33:30] Speaker A: On that topic, are there any maybe.
[00:33:32] Speaker B: Kind of quick tips you would give podcast YouTube channels?
[00:33:37] Speaker A: Like, oh, none of them are doing this or they're all doing this wrong.
[00:33:40] Speaker B: Like couple quick ones.
[00:33:43] Speaker D: You probably know this person, but one of the people that has done really well to change the game, Jay Klaus.
[00:33:48] Speaker A: From creators, he was on our architect show.
[00:33:50] Speaker C: Yeah, he has really done that well.
[00:33:54] Speaker D: With how they structure and sell that.
Never label anything a podcast. Like, if you're breaking out, I don't care that it's a podcast. If you label it a podcast episode, anything, you might as well just never make the video.
[00:34:09] Speaker C: Never ever do that.
That's a killer one. Just name it something fun, take something out of it.
[00:34:19] Speaker D: Definitely always make clips and segments one of the most compelling things.
[00:34:24] Speaker C: And I think this was so I.
[00:34:26] Speaker D: Don'T really listen to the Joe Rogan podcast, but those clips will show up.
[00:34:29] Speaker C: And there's one, and I love using this one for podcasters.
[00:34:33] Speaker D: He had a UFC fighter on there and the UFC fighter's manager. I have no idea who that guy is. I have no clue. I still, to this day, have no idea what his name is. I just know him from the thumbnail.
[00:34:44] Speaker C: Because he's on there. And they start that clip with one.
[00:34:50] Speaker D: Of the most compelling openers, and it's about how he survived in prison, and he's just like, yeah, so I'm on my way. Cut in at the moment, almost like at the start of the conversation. So if you walked into a conversation, you don't walk in too late. You don't walk in while they're saying, oh, hey, man, good to see you again. How's life been? Nobody cares. Just get into that part. Find the start of that compelling moment.
That's what a lot of people, they.
[00:35:14] Speaker C: Just have trouble identifying that and then.
[00:35:17] Speaker D: Sell it like a regular YouTube video.
[00:35:19] Speaker C: Just don't act like it's a podcast.
[00:35:21] Speaker D: Act like it's a video. Act like you're bringing them something. You just introduced somebody to the coolest part of the conversation.
That's the only way you will get visibility on your podcast. Instead of trying to use your podcast to get visibility on your long form, use your long form to get reference on the podcast. That's, like, the hardest part.
[00:35:36] Speaker C: And so many people are unwilling to.
[00:35:38] Speaker D: Make those clips or they don't understand that concept, or they don't want to put the investment into thumbnails for those clips.
[00:35:43] Speaker C: And that's why I stopped working with podcasts.
[00:35:46] Speaker A: I was chatting with my budy Spencer Haas. He runs niche pursuits. Biggie SEO. You know him, I'm sure about.
Should we take long form podcasts off our main channels? And. And I said yes, right, because. And Matt, that was on our team previously, said yes because it's, I think, a difference in viewer intent.
[00:36:07] Speaker C: Right.
[00:36:08] Speaker A: A person who comes to watch a 45 minutes video is very different than comes to watch a tutorial about how to use our product or how to be a good podcaster or something like.
[00:36:16] Speaker B: That, because they'll watch the three minute bit, that's a segment of a longer.
[00:36:20] Speaker A: Episode, but they're not going to watch the whole thing.
Agree, disagree, crazy.
[00:36:26] Speaker E: Not necessary.
[00:36:27] Speaker A: Maybe even like, it's not going to.
[00:36:28] Speaker B: Hurt you if it's there.
[00:36:31] Speaker C: Last year I would have said remove them YouTube out of the podcast tab in March.
That complicated things.
[00:36:39] Speaker A: Yeah.
[00:36:42] Speaker C: I would still say you have to.
[00:36:45] Speaker D: Really know your audience. If you do have other how to videos or anything like that, and a podcast on one channel, absolutely separate them. There's no way that somebody's going to.
[00:36:55] Speaker C: Find a how to video and then.
[00:36:57] Speaker D: Go watch your podcast.
[00:36:58] Speaker A: That's just exactly. That was my point.
[00:37:00] Speaker E: Yeah.
[00:37:01] Speaker C: I would say if that's the case, separate them.
[00:37:03] Speaker E: Yeah.
[00:37:04] Speaker A: So on the Castos channel, we have both right now, and it's obviously terrible. We're going to be moving them.
[00:37:10] Speaker B: So we have how to be a.
[00:37:12] Speaker A: Good podcaster, how to do a good intro, how to promote on social media. Then we also have how to connect your podcast to Spotify with castos and how to enable automatic transcriptions and all that.
[00:37:22] Speaker D: So they're just two different types of.
[00:37:26] Speaker A: Have. We have several podcasts. We call our network castos originals. And so we're going to start a castos originals channel and just move all.
[00:37:33] Speaker E: Of our stuff over there.
[00:37:35] Speaker C: Are they different topics?
[00:37:37] Speaker E: Right?
[00:37:37] Speaker A: Yeah, they're different topics, right? I mean, yeah, all of our podcasts are kind of what I would call like success, educational entertainment success. Whereas all of our videos are either talking head me or screen sharing. How to record a podcast with Quicktime.
[00:37:55] Speaker B: Or how to use this thing with our tool.
[00:37:58] Speaker E: Okay.
[00:37:58] Speaker A: So I'm starting a new channel. Has almost nothing on it right now. As I look at how to put together a video, we talked about multiple videos. So as I look to how to.
[00:38:07] Speaker B: Put together a video, what's the blueprint?
[00:38:09] Speaker A: Any resources like that you've published?
[00:38:12] Speaker B: What's the go to resource there?
[00:38:14] Speaker E: Yeah.
[00:38:14] Speaker C: So this is my number one advice that I give to all businesses because.
[00:38:20] Speaker D: They look at YouTube as a resource to get business. They don't think about what YouTube actually is. And that's an audience of people that are there to watch videos. We referenced this earlier. They're there for free content. 99% of people do not care about your business. They care about what you're going to give them.
[00:38:33] Speaker C: 1% of those people maybe will care.
[00:38:36] Speaker D: About getting something or buying something from you.
[00:38:38] Speaker C: So if you want your videos to.
[00:38:40] Speaker D: Succeed, you have to be able to give somebody something and then get them to stay on YouTube or get them to return for more valuable stuff that you have.
[00:38:47] Speaker C: So the way that that works is.
[00:38:49] Speaker D: We treat the intro of a video the same way that if you're going out and watching any other YouTube video, you treat it the same way. I don't care about asking you to subscribe. I don't care about telling you that you're part of my business. The number one thing that I remember taking away, I was working on a script with a guy a few years ago.
He owned an SEO agency, and he's.
[00:39:06] Speaker C: Like, I've owned an SEO agency for.
[00:39:08] Speaker D: 20 years and in my experience, I've done this. And it's about how to get more conversions during Zoom calls. This is big during COVID obviously.
[00:39:16] Speaker C: And I'm like, you watch the retention.
[00:39:18] Speaker D: Graph at the beginning. Nobody cares about you. They don't care about your experience. They don't care about anything else.
[00:39:23] Speaker C: Like, am I in the right place?
[00:39:25] Speaker D: Am I watching the right video?
[00:39:27] Speaker B: Is this for me?
[00:39:29] Speaker E: No.
[00:39:29] Speaker D: This is literally every no.
[00:39:31] Speaker A: Yeah. The viewer should be saying, oh, yeah.
[00:39:35] Speaker D: Am I in the right place?
[00:39:36] Speaker C: If you turn this around and I say this, I'm going to show you.
[00:39:41] Speaker D: Five ways on how to convert more people or more clients in Zoom calls that I've learned in my 20 years of experience of running an SEO agency.
I put audience first, me second.
[00:39:52] Speaker C: Yeah, audience first, business second.
[00:39:56] Speaker D: So you take that entire concept the way that you do the video.
[00:40:00] Speaker C: Think about what they want.
[00:40:01] Speaker D: I don't care about your business. I literally do not care about your business until the last 10 seconds of the video. You can maybe sell me something in the middle if you know what you're doing, but never sell somebody something in the first half.
[00:40:11] Speaker E: Don't do that.
[00:40:12] Speaker D: You get through the video, you deliver that valuable information, and the same thing goes for an outro.
[00:40:17] Speaker C: You either have a CTA of, hey.
[00:40:19] Speaker D: If they found this video helpful, make sure and like it. But the minute you use any type.
[00:40:23] Speaker C: Of concluding language, you're going to have audible cues or visual cues and you're on a timer. So how can I end the video.
[00:40:32] Speaker D: As quickly as possible while delivering enough information and selling them something? Because if you look at any video, the first part of the video is the biggest decline. The second part or the outro is the second biggest decline.
[00:40:43] Speaker C: So if I'm going to do this.
[00:40:44] Speaker D: I take the same concept.
[00:40:45] Speaker C: Audience first, business second. So that outro turns into getting your.
[00:40:52] Speaker D: Podcast together through equipment is great, but make sure and check out this video here on making sure that your lighting is good.
[00:40:59] Speaker C: And if you're looking for a way.
[00:41:02] Speaker D: To get custom help for your business, make sure and check out the link in the description below. And that sounds entirely different if I.
[00:41:09] Speaker C: Flip flop them because most people are.
[00:41:11] Speaker D: There because they want free information, but the minute I put my business first, think about it, you're watching a video. So anyways, it was great being on this podcast. Done. People are gone. People have left the podcast. They don't care. You will lose like 10% of people.
[00:41:23] Speaker C: In like 5 seconds because they don't care.
[00:41:27] Speaker D: So you take that same concept because if I turn right around, it's like, hey, if you're looking for help with your business, make sure and check out the link in the description below. Also sign up for our newsletter yada yada.
[00:41:36] Speaker C: And that audience that would click on.
[00:41:38] Speaker D: The next video, they're the ones that are going to help your video go to another person. Because a return viewer on YouTube is so important.
[00:41:46] Speaker C: It's performance based. And if you put your business before YouTube now, all of a sudden you've lost like 20% of the people.
[00:41:54] Speaker D: Nobody's going to hear that CTA for another video. They might come back if they see your video on the homepage, but they probably won't.
[00:42:01] Speaker C: You're normally going to get like a.
[00:42:02] Speaker D: Three to 5% click through rate as.
[00:42:03] Speaker C: A business, if you're lucky. And so now you've alienated an entire audience and you've ruined your channel because.
[00:42:10] Speaker D: You put your business first.
[00:42:11] Speaker C: Just put the YouTube audience first in.
[00:42:14] Speaker D: So many different ways.
[00:42:15] Speaker C: Make sure they're in the right place.
[00:42:16] Speaker D: Give them the information, give them something else to go there. If you don't have something else, ask them for a like and then give them something, but do not put your business first. That's like the number one thing that.
[00:42:25] Speaker C: I have to completely change the psyche of businesses that think I'm here to.
[00:42:31] Speaker D: Make money and I'm going to do it through SEO.
[00:42:33] Speaker C: And I'm like, I'll see you next week.
[00:42:35] Speaker D: And we're probably done after that because it's not going to just, it's tough. It's very tough. And YouTube is a tough space for business. There's no need to make it more.
[00:42:44] Speaker B: Yeah, yeah.
[00:42:46] Speaker A: So just to kind of double click on like just go watch a MrBeast video or any of those gaming videos. They are great at this.
[00:42:54] Speaker B: At the first 2 seconds, deliver what.
[00:42:57] Speaker A: You'Re going to get out of this video.
[00:42:59] Speaker B: What's going to happen and then they cut to it.
[00:43:01] Speaker A: Maybe then you can introduce yourself after the intro bit or something.
[00:43:06] Speaker B: And at the end you're saying, hey.
[00:43:08] Speaker A: If you enjoyed this, you're going to love that.
[00:43:10] Speaker B: Go check that out if you want more.
[00:43:12] Speaker A: A link in the description below. Resources, resources, resources. Help them on their way.
[00:43:16] Speaker E: Yes.
[00:43:17] Speaker A: And just give up entirely the like.
[00:43:18] Speaker B: And subscribe and all that kind of stuff.
[00:43:20] Speaker D: Yeah. If you don't have a video CTA, ask for a like. There's a whole big reason I could go into that. I was just saying I've looked at.
[00:43:26] Speaker C: A lot of numbers else. Give them to another video.
What's interesting about that, this is a little tidbit when we talk about SEO.
If you want SEO in your video, it exists within the video, not just.
[00:43:42] Speaker D: Your title and your description and your tags. If you watch most how to videos, they verbally say the exact keyword phrase at the start of their videos. People that rank number one generally say, I'm going to show you how to.
[00:43:55] Speaker C: Do XYZ within the first.
[00:43:58] Speaker D: And there's some tinfoil hat stuff I could go into with the way that they analyze the first seven 8 seconds due to advertiser guidelines and they reference the first 8 seconds a lot in those videos.
But your transcript is your SEO also, so don't be afraid to say what your video is about, especially at the beginning or just come up with a killer.
[00:44:20] Speaker B: Love it.
[00:44:20] Speaker C: I love it.
[00:44:21] Speaker A: We're definitely going to have you back on for after I get my shit together. We'll have you back on for a post mortem.
[00:44:27] Speaker B: Well, I'd love to share how the.
[00:44:29] Speaker A: Channel does after we implement some of this because we're going to hang up and I'm going to go do a bunch of stuff to rip apart our channel.
Josh, for folks who want to learn more about you and check out your stuff and maybe work with you on.
[00:44:40] Speaker B: YouTube stuff, where's the best place?
[00:44:43] Speaker C: Yeah, Twitter x real Josh Howard, I'm on there.
[00:44:49] Speaker D: I'm starting to get a lot more traction. Some of my links are on there.
[00:44:52] Speaker C: Or my website, so it's jhow online.
[00:44:59] Speaker E: Awesome.
[00:45:00] Speaker A: So we'll link to both those in.
[00:45:01] Speaker B: The show notes description below.
[00:45:04] Speaker A: Josh, this is honestly one of the.
[00:45:06] Speaker B: Best interviews I've ever done.
[00:45:08] Speaker A: Thank you so much. This is really awesome. I learned a ton and I think everyone else will too because it's really applicable and practical for everyone.
[00:45:15] Speaker B: So thank you very much.
[00:45:16] Speaker D: Yeah, I appreciate the opportunity of being on here and reaching out. So thank you so much for having me.
[00:45:21] Speaker B: Awesome.
[00:45:23] Speaker A: What a great conversation with Josh. I hope you enjoy. If you're enjoying this, we have links to everything mentioned down below in the description, and as always, give us a like.
