8 ways to optimise your YouTube viudeos

It is widely accepted that YouTube – owned by Google – is effectively the second largest search engine in the world (it is also the third most visited website in the world, behind Google and Facebook).

And for those of you who have read our ‘Seriously Social’ ebook, you will know just how easy it can be to produce high quality videos without needing Hollywood standard production facilities.

But once your content is up on YouTube, the challenge remains getting your target audience to see your video.

Here are eight easy steps to drive more traffic to your YouTube videos.

1. Research keywords

Get ideas for keywords by checking the volume of queries specific searches get each month.

YouTube had its own keyword tool, (but this was disabled on September 1^st), with users being directed to instead use the Google Adwords planning function (for which you will need to sign into Google). Google really wants everyone to have their own Google account, and if you don’t have one already, now could be the time, certainly there is an impressive range of functionality across Google, YouTube and Google Maps that make it worthwhile.

Remember that adding location qualifies a prospect even more. So someone searching for life insurance may be at the very start of the purchase cycle, whereas a search for ‘life insurance Fitzroy’ usually signifies much stronger willingness to purchase.

2. Check out the competition

Do a search using your selected keywords and see the results. This is your competition. The more results come up, the more targeted you may need to be.

3. Make the name of your file SEO friendly

Many people make the mistake of keeping the default name given to their video by their device (eg ‘video67289.avi’). Renaming the file to include one or more keywords will significantly enhance its searchability and get you a higher ranking.

4. Include an enticing thumbnail

Selecting the right thumbnail will improve the likelihood of people choosing your videos from others when it appears in search results. YouTube gives you 3 options for thumbnails, drawn at different points throughout the video. Pick the one that gives the best idea of either the content – or at least the tone – of your video. (Hint, colour and backdrop are important, as are faces).

 5. Title, description and tags

As well as including keyword in the file name, also include it in your title. Titles are limited to 100 characters so be concise.

When it comes to the description, the first 120 characters are the ones that show up in search results, so try and include your keyword in the first and last 120 characters.

Take the time to select tags for your video too, in the box provided.

6. Enable closed captions

YouTube allows you to post the script for the video, and will automatically sync the script to the words been spoken on screen.

Not only is this a useful service to provide (it means your video can be used without sound), it also gives search engines a lot more text it can search.

7. Include a call to action to drive engagement

A video with lots of comments is a sure sign that people have taken an interest in your video and has an opinion of your content (either good or bad). A call to action doesn’t mean ‘call for a free first consultation’, it means give your audience an opportunity to share their views (eg ask them to email their ideas on how to save money, or what they are looking forward to in retirement).

8. Embed the video

In addition to posting your video on YouTube (ideally in your own channel), look to embed the video on as many websites as possible, including your own, and possibly others (e.g. your referral partners). Optimise the text on the page where you embed the video (using many of the same steps described above).

The science of optimising is just that – a science – however the basic steps above will give your content an instant boost and in all likelihood put you well ahead of your peers. And remember, if you still need further help and ideas, the best place to get tips on YouTube is – you guessed it – YouTube itself!

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4 steps to improved SEO: i-impact Group

President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio said financial advisers still underestimate the power and importance of search engine optimization (SEO) as a process for attracting traffic to their practice websites and in doing so, are curtailing new business and client engagement opportunities.

In his main platform and workshop presentations, to assist advisers in their understanding SEO, Pannunzio often describes the most popular engines – Google, Bing, Yahoo, etc. – as the librarians of the Internet.  Their core task is to collect information and catalogue it in a way that helps people immediately find what they are searching for.

To store information, every search engine employs an algorithm; and advisers should think of it as a secret recipe that turns information into search results. Therefore, SEO is the process of ensuring that adviser websites possess all the ingredients that match search engines’ recipes (algorithms).  For financial advisers, like other business owners, search results are very important, as they increase the odds that their business is easily found on the Internet.

Claudio Pannunzio affirms that the correct approach in using social media is to establish an ongoing and consistent conversation that drives traffic to the adviser’s website with the ultimate goal of converting visitors into clients.  In marketing lingo, this is defined as a hub-and-spoke model.

It will also be extremely beneficial for advisers to establish the core objectives of their SEO efforts. The clearer these goals are, the easier it will be to measure them and assess if their SEO strategy is working.

Pannunzio provides his audiences with four key suggestions and zero-cost ideas they can implement to create an SEO strategy that will help achieve an effective online presence:

1.    First, go to Google and set up Google Analytics (www.Google.com/analytics) to find out the most common terms/search words people use to find a financial adviser (it is free), and ensure that such terms are included in the practice website and social media interactions.

The more specific the adviser gets with his / her keywords, the better the chances of ranking high in search engines.  The key words should be placed strategically throughout the website content.  For example, if the key phrase is “a comfortable retirement,” make sure to create content about it and provide ideas and tips on how to achieve this objective.

2.    Advisers can optimize their website for local search by ensuring they have a detailed listing of their practice on Google Local (www.Google.com/local/add) and other engines such as Yahoo, Bing, etc.

3.    If advisers do not have a blog yet, they should consider creating one as way to increase their website ranking in the search engines and boost brand exposure.  Managing a blog can be time consuming. However, it will help to attract potential clients.

4.    Advisers should consider using videos on their website and/or blog.  It will enable the achievement of two key strategic goals: increase the time visitors spend on the site, and boost SEO ranking.

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Australians increasingly looking to Google to boost financial literacy.

The Internet is helping save Australians millions of dollars every year as they increasingly seek out better deals on financial products, according research by Australia’s leading specialist life insurer, TAL.

The TAL research suggests that Google and other search engines such as comparison sites have been instrumental in helping to boost the financial literacy of millions of Aussies.

A poll of more than 1200 adults found that 56%, equivalent to around 8 million Australians, have reviewed at least one financial product over the last 12 months, with many switching as a result.  Of those who have investigated new financial products, at least half (or 4 million people) turned to the web to better educate themselves on the options available.

Commenting on the results, TAL Group CEO Jim Minto said: “The internet has empowered Australians and put them in the driving seat when it comes to their own finances.  This research shows that comparison sites in particular are popular as people use the web to become more money smart to help them both build and protect their financial future.”

The consumer survey found one in three Aussies (35%) has gone online to investigate and/or switch their bank and savings account, with 32% doing so for home and vehicle insurance and just 12% for life insurance over the last 12 months. And online comparison sites specifically are gaining popularity for people wanting to review the competitiveness of their existing financial products or chose a new product.

Table 1: The most commonly reviewed financial products and use of the Internet

Table 2: Sources of information consumers turn to when researching or changing a financial product (life insurance, superannuation, mortgage product)

Mr Minto added: “We would encourage consumers not to rely solely on the internet when making important financial decisions because while they are certainly a great tool to start with, it is always a good idea to seek appropriate advice from a qualified financial adviser or planner.”

Other key findings from the research

• While 56% of Australians have researched options or changed providers for at least one of six financial product categories, 44% have not researched or changed providers for any of the six financial services in the last 12 months.
• Higher income households ($90,000+ pa) are more likely to have researched options or changed providers (at 66%) than people in low income households (less than $40,000 pa) at 45%.
• Men are more likely than women to have used the internet or internet comparison sites to research financial products (across all six products)

Life insurance

• The internet is the most used source for Generation Y and Generation X, with 56% of Gen Y and 56% of Gen X using the internet to research life insurance and income protection products. However, for Baby Boomer, internet comparison sites are the most used source, with 44% of Boomers using comparison sites to research life and income protection products.
• Among Generation Y, ‘friends and family’ is a close second to the internet (56% internet, 52% family and friends) suggesting that a family’s satisfaction with existing life insurance could be a factor for Generation Y.
• Men are more likely than women to have used the internet or a comparison site to research life insurance or income protection products, with 58% of men using the internet (compared to 46% of women) and 46% of men using comparison sites (compared to 37% of women).
• Women are slightly more likely to get recommendations from someone who has a policy with the provider already when choosing a life insurance or income protection product (26% of women versus 21% of men).

Mr Minto concluded, “Life insurance is one of the least understood financial product yet it is also one of the most important because it provides financial protection for both individuals and families. TAL is passionate about helping Australians to make better decisions about protecting their financial wellbeing. There is a long way to go in educating people with Australia having a staggering $10.6 trillion underinsurance gap.”

Table 3: The most commonly reviewed financial products and use of the Internet by gender

Table 4: Sources of information consumers turn to when researching or changing a financial product (life insurance, superannuation, mortgage product) by gender

—————-

This survey was undertaken online by Galaxy Research with 1,260 Australians, from the ages of 18–69 years old. Age, gender and region quotas were applied to the same and the dataset was weighted to national proportions.

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The video is designed to help you take stock of your social media presence and includes tips on how to improve your Google ranking, getting the most out of your LinkedIn presence as well as how to create a QR code and YouTube channel.

There are also details on how to access Zurich’s free e-book Marketing in the express lane.

http://www.youtube.com/watch?v=xTLsF2Yqt_M&feature=youtu.be

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There was a time when Google was a simple – albeit very effective – search engine.  Over the years it has evolved, and right now we are seeing some major changes in the way that search works.

Google is in the process of incorporating more into the search results, and a big part of that affects the way that local businesses appear in search results.

If you want to show up in the results for searches such as ‘financial adviser in your city’ then you need to start using Google+.

Google+ Explained

Google+ is basically Google’s version of Facebook.  Right now it is fairly quiet in terms of Australian businesses and individuals, but it must be pointed out that its initial growth was actually faster than that of Facebook.

As with Facebook, Google+ allows individuals and businesses to set up their own pages.  A business can add their contact details, information about their products and services, photos and status updates.

The Changing World of Search

What is really interesting for local financial advisory businesses is the way that Google+ can affect the way that people find local businesses.

There was a time when success in the Google search results came down to content and links, but with the introduction of Google+ and Local, you need to do more.

Google is now incorporating more factors into search, and many of those come from Google+ and Local.  If you don’t have a strong presence on Google+ you will be at a major disadvantage to your local competitors who have moved first.

Benefits for Advisers

By creating a Google+ profile and adding your Local profile, you can help to boost your rankings for anyone searching Google for your services in your local area.

Right now is a great time to get started, as a quick search today reveals that only a small handful of financial advisers in Australia are active on Google+.

As Google continues to put more weighting towards businesses that are active on Google+ when formulating the search results (which they are already doing) these advisers will have a huge advantage.

Getting Started

The first step is to simply setup a business profile page on Google+ as well as a Local listing.  By adding as much information as possible Google is more likely to rank you higher in the Google+ search results.

It is also a great idea to link your business website to your Google+ profile, as this is said to help the ranking of your own website as well.

Compliance Issues

Unfortunately most dealer groups are still frightened by social media and what it means for compliance.Setting up a profile on Google+ won’t cause any issues, but if you plan to post updates or allow other people to post on your page, then you’ll need to check with your dealer group on their policies.If you can get past the technology and compliance issues, getting onto Google+ before your local competitors will give you a great head start as the advice industry continues to move into the online world.

About Shane Moore…Shane has been in the financial services industry for over a decade.  After selling his own advisory firm he now owns a portfolio of financial services websites providing leads to financial advisers and insurance brokers.  Follow Shane Moore on Google+.

12 July 2012

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Late last month Google released its latest algorithm changes which affect the way that websites appear in search results.  Following their last major update by the name of Panda, this latest change is known as Penguin.

Major impact on financial websites
While previous Google updates haven’t had a huge impact on financial websites here in Australia, the Penguin update has made some dramatic changes to the top of the Google search results.

Two of the most competitive search terms in Australia both relate to the financial services industry.  The two terms, unsurprisingly, are life insurance and credit cards.

You could expect that the top positions for these ultra-competitive and highly lucrative terms would be taken by the large corporations, but instead they are both owned by small businesses offering referral and affiliate services.

Well at least they were until the big bad Penguin came along and stole their rankings along with a massive chunk of revenue.  Not only did they lose their position one rankings, but both of them fell into the abyss and are nowhere to be seen in the first few pages.

Whilst the news for these two websites was nothing short of devastating, their loss is someone else’s gain, and these latest Google changes are throwing up more opportunities for financial advisers.

What changed?
The world of Search Engine Optimisation (SEO) is a tricky one, and most financial advisers engaging an SEO firm for their company website will be paying hundreds, if not thousands, of dollars per month without really knowing what they’re getting.

Although there are some really great SEO firms out there performing great work for their clients, many of them do little more than spamming links to your website across a range of blogs and link farms in an effort to trick Google into thinking your website is very popular.

Google are quickly catching onto this game, and the Penguin update has been the biggest effort yet by Google to penalise website owners who put more effort into tricking the search engines instead of creating great content for their visitors.

The jury is still out, but most people in the industry agree that the latest changes have benefited those with good content and penalised those who concentrated too much on SEO with little regard to website visitors.

How can you benefit?
For years I have been trying to tell financial advisers and anyone else who will listen that content is king, but unfortunately many advisers seem to think that spending money on SEO and Google advertising is a better investment than quality content.

While I have heard countless other website owners complaining about their lost Google rankings over the last couple of weeks, I have sat quietly smiling in the knowledge that many of the websites owned by my company have actually boosted their rankings over the same period.

Increased rankings lead to increased traffic, increased traffic yields increased leads, and ultimately the increased lead numbers equal more clients and more revenue.

So how can your financial planning firm benefit from the Penguin updates?  In my view the answer is simple, and all it takes is to concentrate on generating good quality content that your ideal client needs.

If you create and distribute content that your potential clients want and need, they will find that content via Google and hopefully your website will then be effective enough to convert their visit into a contact.

While your competitors are still out there pouring more money into SEO and link building to regain their lost rankings, you need to be getting great content onto your site which Google and its penguins will reward you for.

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The online space is getting more competitive every day when it comes to financial services websites. There is competition from other financial services firms, as well as the growing number of lead generation websites that are coming from outside of the industry.

Financial advisers should already know the importance of original website content, but this week Google have made further changes to their search algorithm that means original content on its own will no longer be good enough, and they now want your content to be kept fresh as well.

Google states that more than one-in-three search queries will be affected, which is certainly a significant number. They had this to say in their release:

“Given the incredibly fast pace at which information moves in today’s world, the most recent information can be from the last week, day or even minute, and depending on the search terms, the algorithm needs to be able to figure out if a result from a week ago about a TV show is recent, or if a result from a week ago about breaking news is too old.”

So how can smart financial advisers benefit from these changes?

Let’s take a look at the average financial services firm website. Generally they will look very pretty, and they’ll have the standard pages that cover the firm’s services, staff profiles, contact details and maybe a few technical articles.

Some firm’s websites will have a blog or news section, but the majority I’ve seen are rarely updated, with some showing the ‘latest news’ from three years ago!

When combined with some link-building from the firm’s SEO provider, currently these sites tend to rank fairly well for search phrases such as ‘Sydney Financial Planner’ etc.

But with the latest Google changes, there is a window of opportunity for smart financial advisers to leap ahead of their competitors by adding fresh and original content to their websites on a regular basis.

So how can you do this? Well the first step is to get a blog or news section onto your website that you can easily update yourself. The next step is to start typing!

As financial professionals we do a huge amount of reading and listening every week. There are CPD articles to be read, conferences to attend, product updates from the insurers and fund managers and plenty of news in the press. There are many of sources of new information in our industry, so why not spend half an hour putting together a quick summary for your website? You don’t have to be a Walkley Award winner; you just need to throw together 500 words of content that are relevant to the industry and the clients that you want to attract.

If you can do this once a month you’ll give your website a healthy boost in the rankings. If you can increase it to once a week you should see some major results, and if you can start pumping out multiple items every week, the sky (or the number one ranking in Google) is the limit!

An additional benefit of regular content is that you can send out more frequent Facebook and Twitter updates, which gives more chances to interact with your current and potential clients.

The internet is increasingly the first place that people go to when searching for information on life insurance and investment, so if your website can out-rank your competitors you will have the greatest chance of attracting new clients at the expense of your rivals. Start updating your website today with fresh and original content, and you will be rewarded.

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