Sunday, November 4, 2012

How To Understand Analytics On YouTube: Using Traffic Source Data To Improve Results (Part 1)

Understanding analytical information about how and from where your visitors reach your YouTube videos allows you to make informed strategic decisions on your content publishing output. The implications affect your search engine optimisation (SEO) strategy, video title choices, raise your profile, and help establish connections within your niche.
YouTube's Traffic Source statistics can help you measure your performance within YouTube and see the effectiveness of specific campaigns and techniques employed to boost viewing figures. This article reviews the some of the options available from YouTube's Traffic Source tool and how you can use it to enhance your publishing strategy.
Advertising: Many people look at advertising as a key way to earn an income on YouTube. This tool helps you measure the return on investment (ROI) you are receiving from your paid video advertising campaigns. ROI is an indicator of how successfully your campaign efforts have helped you generate an income. YouTube's advertising tool shows you the number of visitors you've received from Google Media Ads and other services such as YouTube's Promoted Videos. By adjusting and refining your adverts depending on the results, you can maximise your budget by focusing on your most successful campaigns, keywords and platforms. Using the information gathered from other tools such as External Links, you can determine where to place future adverts and raise your profile.
External Links: This figure is a valuable indicator of your SEO impact beyond YouTube. If you've been promoting your Channel on your Facebook, LinkedIn, Twitter, blog site, etc. you can see each site's effectiveness to drive viewers to your content. It will also show other external sites with which you're not directly associated but who have referred your content.
Use the opportunity to forge relationships with these sites where appropriate. This insight tool provides you with a useful understanding on where your target audience congregates on the internet. You should use this to build up your customer profiling data and to raise your own presence there.
Google Search: This provides you with highly useful information on the keywords being used to draw viewers to your videos via Google's search engine. It shows you the terms viewers searched for on Google to find your video. It highlights the need to use appropriate keywords within your video titles, captions and descriptions. This will have a real impact as it will boost your search result and Search Engine Optimisation rankings (remember that YouTube is owned by Google).
No-link referrer (embedded player): In this instance, another user has embedded your video on their own site. The statistics here refers to the number of people who have seen your video whilst it's embedded on that user's page. For example, if you have an informative, accessible and entertaining video that is important to your niche, other users might embed it within their own site to add value for their visitors.
Drilling down in this tool, you can review the most popular sites that have your embedded video and the number of views generated from each. Use this as an opening to forge relationships with other site owners to help you raise your profile and develop working opportunities.
No-link referrer (mobile devices): increasingly, people access YouTube from a variety of mobile devices (smartphones, tablets, laptops, internet TV, and so on). This tool refers to the number of viewers who are watching your videos using mobile YouTube apps. It shows the number of views on that were seen on, (YouTube's mobile version of their web platform).
As a video content publisher who wants to widen access to your content, you should ensure that your video is mobile-friendly in format, file size, and picture quality. If more people are watching your video via mobile devices than on a desk-top, this data will guide you on how you produce your future videos and the level of investment you want to make on appropriate technology & equipment.
No-link referrers - YouTube watch and Channel pages: this feature means that YouTube has no information on the links which drove your viewer to your video. The viewer has arrived through a private word-of-mouth route rather than making the journey through traceable prompts. So if your video has been shared by someone cutting and pasting the URL into a number of locations including a browser address, Skype (or another instant messaging platform), or an email, YouTube will be unable to track the virtual trail of the route taken.
In terms of extrapolating information, the figures should at least provide an indication to what degree your video has reached viral popularity.
Using the tools that YouTube has provided can offer you a great deal of useful information which you can use to create effective marketing campaigns, boost your search rankings, and create videos appropriate to the platform your viewers are watching from. The second article in this two-part series looks at further analytical tools that YouTube provides (How To Understand Analytics On YouTube: Using Traffic Source Information To Improve Your Efficiency, Part 2).
Sumi Olson (author of the Amazon five-star rated, "How to Manage Your Social Media Marketing in 30 Minutes A Day"), is an author, speaker, diamond-rated article writer, consultant and trainer on social media, content creation strategies, and business development.
With 25 years' experience in book publishing, business development, online selling, sales & marketing, Sumi is committed to reducing overwhelm and turning insights into implementation. Through speaking events,books, programmes & workshops, she helps you further your publishing or writing aspirations, meet sales, marketing & management objectives, or master social media & online branding.

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