Archive for the ‘content’ tag
Four billion people across the globe are expected to watch the Olympics this year. As a brand marketer, this is a massive opportunity. But the Olympics only last for little more than two weeks. How do marketers capture the Olympics spirit, go for the gold (so to speak), and stretch this unique opportunity as far as they can?
P&G seems to have found a formula for success. The CPG giant started its Olympic campaign, “Proud Sponsor of Moms” early, launching it in January of this year, more than seven months before the games began. Since then, it’s added multiple new creatives and has surged with the opening ceremonies in London. The result is a massive campaign that’s driven more than 37 million views to date, with more than 5.1 million views in July alone — enough to give P&G its debut on the Top Brands in Video chart.
Start with your audience
Like any good campaign, P&G started with its core audience: moms. “Proud Sponsor of Moms” is a celebration of mothers across the globe. It shows the love and support they pour into their kids’ dreams, whether their dream is to become the next Michael Phelps, Gabby Douglas, or simply enjoy competing and playing with other kids.
All of the content centers on this simple idea of celebrating moms. The main creative for the campaign, called “Best Job,” is a relatively straightforward yet poignant execution. It shows moms across the world waking their kids up at the crack of dawn, giving them breakfast, waiting for the bus in the rain, all to make sure they get to practice. It subtly highlights the everyday sacrifices moms make to ensure their kids reach their potential.
Is “Best Job” traditional viral content? No. But it’s solid content that resonates with P&G’s core audience. More than 14.4 million views to date for “Best Job” — that number speaks for itself.
Other creative executions for “Proud Sponsor of Moms” include “Raising an Olympian,” which features interviews with moms of Olympians, a “Momifesto” in which Olympians thank their moms for all they do, and more.
We all know content marketing is extremely important for an infinite amount of reasons, but do you know how much various forms of content are shared? Copypress created The Content Omniverse which offers statistics on social sharing, video, images, and “copy content”. You can use the data below to help you (or your boss) decide [...]
With Content Marketing World coming up in just a few weeks, I’ve been thinking a lot about the future of content marketing. The industry has been moving faster than I ever could have anticipated. Along with the big issues of content management, content sourcing, content distribution, content integration, etc., I think there are some alternative content marketing strategies that we need to start paying attention to. Here are three that have been keeping me up at night.
I’m halfway through Andrew Davis’ new book Brandscaping and I’m already starting to think differently about how content partnerships can work. Essentially, a brandscape is a collection of brands that work together to produce great content. I’m starting to believe that this is critical to the evolution of content marketing, as more brands inherently struggle with managing the content marketing process. More to come on Andrew’s book in a future post, but I believe we should all start to think of how unconventional content partnerships fit into our overall content marketing strategy.
The Talent Scout
Andrew goes into detail about the importance of identifying talent for your content initiatives.
I’ve traditionally thought of the Chief Content Officer role as the chief storyteller within the brand. It’s a function that is sorely needed within most organizations. But who identifies the talent? Is that the CCO’s role? If it isn’t, it certainly should be. This goes beyond sourcing and into strategic talent scouting on behalf of the brand story.
So if we aren’t actively looking for content talent, in all its forms (audio, video, textual), it seems we are missing an opportunity. Yes?
I started working at Penton Media, a large B2B media company, back in 2000. In 2003, I remember taking a proposal to the CEO stating that we should form a partnership with eBay Business, in the hopes that they would ultimately buy us. Penton was struggling financially in those days, while eBay was soaring.
Although the idea received literally no attention, the model was sound. Penton reached over a million business customers. Ebay Business was trying to become the gateway to business purchasing. Why should eBay buy ads in Penton publications when they could own the content and ultimately purchase Penton?
10 years ago, this idea may have seemed silly…a brand buying a media company. Today (that is, right now) your brand should be salivating at the opportunities in front of you. Bloggers and startup media companies are there for the taking. They are creating amazing content and looking for someone with deeper pockets to help them with their vision. Why can’t that be you? Heck, if Google can buy Zagat, then anything is possible, right?
Google has announced an experimental “search engine of the future” that scans the content of your Gmail account along with the rest of the Web to find information relevant to your search.
New Career Opportunities Daily: The best jobs in media.
(Founder Stories) Aereo’s Chet Kanojia On How His Company Is “Putting A Wedge” In Video Delivery [TCTV]
Founded by Chet Kanojia and backed by Barry Diller’s IAC, Aereo has been drawing a lot of attention lately. The startup uses mini-antennae to capture video content from ABC, CBS, NBC (and other public broadcasting networks), and streams that content to its subscribers’ web-connected devices. A yearly subscription costs 17-cents a day.
Public broadcasters, who receive retransmission fees from cable providers in exchange for their copyrighted material, are crying foul. Claiming that the startup is making a mockery of copyright laws, the broadcast networks have taken the startup to court with the goal of shutting it down. Aereo’s CEO argues his company is actually just “putting a wedge” in video delivery by providing viewers with “free-to-air broadcast television” and is not in fact violating any copyright laws.
As the battle continues, Founder Stories host Chris Dixon caught up with Kanojia at the NASDAQ to get his insights on issues surrounding the controversy. Check out the video to hear their conversation and for more on the Aereo backstory, check out TechCrunch’s coverage here which includes Rip’s take on why Aereo has a shot at winning the battle.
Past episodes of Founder Stories featuring David Karp, Fred Wilson, Mayor Mike Bloomberg, Stephen Kaufer and many other leaders are here.
Part II of this interview is coming up.
One of the big challenges faced by content marketers is the constant need to think up new ideas, often around the same topic. This is particularly true when it comes to blogging. These days, the shelf life of even the most compelling blog posts is pretty short thanks to our ever-decreasing attention spans and Google’s bias [...]
The best internet marketers aren’t afraid to share. Share content; share links; share ideas; share data; you name it. In fact, the inbound marketers who love to share usually see fantastic results because of it!
The thing is, sometimes marketers get a little protective of their stuff because there are less than scrupulous people out there who take content and then try to pass it off as their own. All that hard work, and none of the credit. Not cool!
Well, sometimes it’s not that someone’s being skeevy … they just don’t know “how the internet works.” You’re supposed to share content, but you’re also supposed to give credit where credit is due. So to clear up any confusion and ensure you (and anyone you do business with) is following proper internet etiquette, this post will outline proper methods of source attribution on the internet to guarantee the right people get credit for their hard work and ideas. It’s just the polite way to do business on the internet!
How to Cite Content in Blog Posts
Blogs are hotbeds of source attribution issues, probably just due to the sheer volume of content that’s posted there on a daily basis (you awesome inbound marketer, you). So let’s walk through a couple common scenarios bloggers come across when creating their content, and figure out how to address them!
Let’s say you’re quoting another blogger in your post — hey, sometimes they just explained it so perfectly! Well, first of all, you have to actually quote them. Don’t just take their words and adopt them as your own; they took time to think of that explanation! But there’s still some internet etiquette that goes along with quoting someone other than just throwing some quotation marks around their statement. Here’s the right way to quote someone in your blog post:
Not only does David Meerman Scott get credit for his quote, but his company is mentioned with hyperlinked text to his website. An added bonus is the link to his Twitter handle — by no means necessary, but certainly a nice gesture! The key here is that you should not just mention the person’s name, but also provide them with an inbound link. They’re the currency of the internet, and it’s just kind of polite behavior now. You should follow this same protocol if you’re linking to an entire blog post written by someone else, too; you’ll come across this if you like to curate content for things like, say, weekly content round-ups.
One thing to bear in mind when quoting text from someone else’s website, however, is that many companies carry content usage guidelines. If you’re not sure what those are, you can take a look at HubSpot’s to get an idea, but in a nutshell, they’re the guidelines laid out to try to ensure other websites don’t just republish your content without giving you credit — often without realizing the harm it does. One of the notable parts of our content usage guidelines is that you can quote our content on your website, but only up to 75 words; this is to prevent duplicate content issues that would impact both our own organic search rankings, and the other website’s. So when quoting content from another source, do a quick check to see whether they have similar guidelines to which you should adhere.
Now let’s say you have data you’d like to cite in a blog post — we do it all the time, because it makes our content juicier! What do you do? This:
The copy around the statistic not only gives credit to the company that published the data, but eMarketer also receives a link back to their site. That link, however, should not just go to their homepage. Point that link to the actual page on which that data lives. This is for the benefit of the reader, too, so they can dig into the research more if they’re so inclined.
There’s one final caveat to your blog post citations that is just a matter of proper internet etiquette. If you found a quote, article, or data point via another website, it’s nice to indicate that in the copy. For example, if you’re newsjacking and you found the story via a website, give them a nod that they’re the ones who broke the story originally. If you’re reading a blog post and there’s a particularly compelling quote contained therein from an industry influencer, it’s nice to give credit to the blogger that called that out. These kinds of actions help build better relationships with people in your industry — not to mention make you look credible to your readers.
How to Cite Content in Social Media
When you’re sharing someone else’s content in social media, the approach you take to give proper credit changes depending on the social network. Here’s the breakdown:
To Cite Someone’s Content on Twitter: Simply include a “via @username” somewhere in the tweet. If you’re retweeting someone’s content but you edit their original tweet, be sure to change “RT” to “MT,” which stands for “modified tweet.”
To Cite Someone’s Content on Facebook: Facebook makes it pretty easy to give credit when you’re sharing someone else’s content right from their own timeline — they have a ‘Share’ button ready and waiting for you!
If you’re citing content from elsewhere on the web, but want to give attribution to another person or company — like we did to Marketing Land below for breaking a news story — you can find that person/company on Facebook and link to their Facebook Timeline in the status update.
Finally, if you’re sharing content from another source and they don’t have a Facebook page (tsk tsk!), then the link to their piece of content will suffice.
To Cite Someone’s Content on LinkedIn: Proper source attribution on LinkedIn is easy as pie. Just include the link to the content you’re citing in the update, and mention the person or company name.
To Cite Someone’s Content on Google+: On Google+, it’s customary to include the name of the person or company whose content you’re citing in the text of your update, because you can then link to their Google+ profile, much like you would do on Facebook. Simply include a + or @ and their Google+ name — they’ll pre-populate just like they do on Facebook!
To Cite Someone’s Content on Pinterest: Pinterest is all about content sharing, so it’s no wonder proper source attribution is basically built right into the platform with their “Repin” button. When you go to repin content, however, sometimes the original creator has included a URL, hashtag, or other indicator of authorship. Don’t edit that link out — it’s poor form! And marketers, beware. If you include your link in the “Description” section of your pin, you may get flagged as a spammer.
How to Give Credit to Guest Bloggers and Ghost Writers
Maintaining a blog takes help — sometimes from guest bloggers or even (gasp!) ghost writers! Now, if you’re using a ghost writer, you don’t have to give credit to that author. That’s the whole point. They’re ghosts. You can’t see them.
But if you’re publishing a post from a guest blogger, you certainly should be giving them credit for their efforts. In a few ways, actually. Here’s what you should be doing to give an e-nod to your guest bloggers:
- Mention the guest blogger’s name, and if applicable, the company they work for.
- Give them space in the blog post for a short bio that describes what their company does. Allow them to include an inbound link to their website within that byline, too.
- Let them include at least one link within the body of their blog content, too. Some sites allow more than one link within the body of the content, but the minimum should certainly be one!
Some companies also outline very detailed guest blogging policies. If you’re concerned about mitigating the differences of opinion on some of these issues, make sure you write out your own detailed guest blogging policies for your website so expectations are set up front.
How to Cite Images and Visual Content
If you’re a regular reader of this blog, you know we love (and love other marketers to use) visuals in their content. And we love it even more if you can give credit to the original artist properly! Here’s when you need to give credit, when you don’t, and how to do it.
To Cite Visualizations and Infographics: If you’ve found an infographic or visualization on another site that you’d like to feature on your website, you should treat it similar to how you’d treat citing any other content on your website. Simply include a link to the original source’s website where that visual lives, and include their name in the text.
You should also try your best to uphold image quality when republishing their visual content — if the website has embed code for that visual, use that code. It makes your life easier, anyway. But you can also include instructions like you see above, “click to enlarge,” to make the visual both fit on your website, and give your audience a better user experience.
But what if the visual was designed specifically for your website? Well, if you hired a designer, it depends on the terms you’ve worked out together. You could hire a ghost designer (kind of like ghost writers) so that the content looks like it was designed in-house by your company. In that case, you don’t have to worry about attributing the design work to anyone. If, however, you’ve agreed to give credit to a designer, there should be some space in the visual (not a lot, but some) that gives them credit for their work. Here’s an example of how we gave credit in one of our infographics:
See that last part in the screenshot above? The part that says “Sources” with the URL? That’s one of two ways you can cite the sources from which you drew your data points in your infographic. If you have an exhaustive list of sources, it might take up too much room in the visual. Simply create a URL that contains those sources so readers can visit to dig in for more information. Alternately, you can list the sources and their URLs right in the image if it isn’t too much of a space-crunch.
How to Cite Photographs and Other Images: Much like your infographic or visualizations, how you cite photos and images featured on your website depends on where you sourced them. When you buy stock imagery, it’s license free. You bought it, you own it, and you can do what you want with it. But many marketers are trying to find images for things like, say, blog posts, and don’t have to pay for a stock photo every single time. Some people go to Google Images and simply find an image they like … thing is, all those images have varying levels of permissions. So while it may be okay that some of them are used on your blog or website, that’s not universally true of all of them. That’s why we love a site called Creative Commons, which lets you search for free images that you can actually use! Just filter like I have in the screenshot below:
If you’re not going to modify, adapt, or build upon the image, you don’t need to check that second box, but this will deliver you images that you can use on your website — just be sure to give proper credit to the artist! We simply include a link in our blog posts (like the one you see at the bottom of this very blog post).
Are you taking steps to ensure you give credit where credit’s due with shared content on the internet?
Image credit: Dave Duarte
Posted by mybinding1
This week for Whiteboard Friday we are taking a look at how to get a video to rank on YouTube. Each month YouTube receives over 800 million unique visitors who watch more than 3 billion hours of video, traffic we can't afford to ignore. So how do you get videos to rank for competitive terms on YouTube? By paying close attention to these 12 important ranking factors.
Do you agree with these? Disagree? Tell us your thoughts in the comments below.
Hi, my name is Jeff McRitchie from MyBinding.com, and today we're going to be talking about how to get your videos to rank better on YouTube and specifically YouTube ranking factors. We're going to cover 12 specific YouTube ranking factors, kind of in 2 different categories.
The first category would be the content that you create. These are things that are really in your control. Not everything about ranking on YouTube is in your control, and yet you have the ability to affect it all by the content that you create. So that's really the place to start is by creating awesome content and then uploading that content in a way that is going to put your best foot forward on YouTube.
So let's talk about the first six ranking factors that fall under the category of content. The first is title. You want a title that is going to be awesome. You want a great click through rate. You want people to want to watch your video. So when they're doing a search on YouTube for a specific topic, you want to pop up, and you want someone to say, "That's exactly what I'm looking for." So not only do you need to do the keyword research ahead of time to understand what someone needs, but you also need to deliver on that concept, so that they know that that is what I want, and then when they watch the video, it's not something totally different.
So, when you are setting out to create a video for YouTube, the title is probably the most important thing. You want a title that's going to draw people in, but then you also want to make sure that you deliver on that title. If you are going to say that you have the best video on SEO ever, you better make it the best video on SEO ever. Otherwise, people are going to say, "That's lame." They're not going to click through. They're not going to respond. They're not going to do anything. So title is your first and most powerful tool. You're going to want to do the keyword research and make sure you have a call to action in your title.
Second is description. You want to write a real description for your videos. I can't tell you how many times I've seen a video, and it's like a link to your website is the only description in there. Or, "This is a great video on . . ." and it has like one keyword in it. Write a description. Talk about what your video is all about, what makes it unique. Put some keywords in there, but write it from a real perspective. Make sure you put a link in there to whatever you want, fully qualified URL, and it will light up so that people can click on it. But the real purpose of the description is to make sure that you describe it.
Content is king, and this is a place for you to make sure that you have content. For us, I make sure that my writers write the descriptions. They take time. We write 300 to 400 to 500 words in a lot of cases. Maybe we'll do 200 or 300 words, and then we'll add the transcription below. But you want to make sure that you have something unique that's really about the video. Take the time to write it. It's really worth it.
The third ranking factor on the content side is your tags. You want at least 10 tags. You want them to be keywords, you want to do your keyword research, and you want to make sure that they're relevant for the video. Something that's weird about YouTube that's a little different than Google is that you can have a video that's all about something, and if you don't use that keyword in there, it doesn't really do the semantic matching for you. So, you could have a video that's all about something, but if you don't spell it the right way or if you don't use the plural version versus the singular version, then YouTube won't even rank it. So you need to make sure, at least until Google gets better at it, that you put those tags in there that have both plural and singular. Do your keyword research. Again, make sure that you understand, what are people looking for that are going to need to watch this video.
The fourth YouTube ranking factor on the content side is transcription. This is something that most people don't know about. I'm going to tell you about it today. That is that YouTube has a feature where it's going to try to transcribe your video for you, and it is horrible at transcribing your video. If you've ever tried to read the transcription that it does by machine, it is awful. However, something else that they don't tell you is that they use those transcriptions to rank your video for keywords.
So, if you were to slip something, and there's actually been some tests done on this, where someone transcribes a video and throws in a word that isn't mentioned anywhere in the description, anywhere in the title, and then you type that in a search in YouTube and up comes that video. They are indexing the transcriptions. So take the time to go ahead and transcribe your video word for word. Upload the text file. It will match up the words. It will then make your video closed caption, which will increase your click through rate, and it will also allow you to rank better for that video. Just a quick tip on that. Definitely worth doing. If you're going to take all the time to make the video, take a few extra minutes and transcribe it and make it happen.
Number five, I put this under the content side of it, and that is your channel authority. You control your content, which means you control your authority. Google is looking for channels that have authority, and it's going to use that as a basis for your ranking. It's going to be easier for someone who consistently creates awesome video to rank for terms versus somebody who just throws up a random video. Now, it's a little bit controversial just in that YouTube also has the power to let any person with a cell phone rank really well for a video if they have enough engagement, which is what we're going to talk about in a minute. But all else equal, if you have a good channel that you have great content on and good engagement on your other videos, that's going to flow over into your current video and getting it ranked. So, you want to make sure that you look at all of your videos as a whole and your channel, not just your single video when you're trying to rank.
The sixth is delivery. I put this over in content, because really, ultimately, if you make a crappy video, Google and YouTube will figure it out, and you're not going to rank well. If you think about it, their best interest is providing people with videos that are awesome, that provide the user with exactly what they're looking for, that users say, "That's what I'm looking for," that they interact with. And if you can't do that, if you deliver content in a way that's really poor, the users aren't going to like it. They're not going to watch your video. They're not going to stick around. They're not going to comment. They're not going to engage, which is the next thing that we're going to talk about. If they don't do that, you're not going to rank. So, you need to make sure, when you set out to do a video, that you make an awesome video and not a crappy video. That's really the key. If your users are telling you that your videos are crap, then you need to look and say, "Okay, what am I doing wrong, and how can I change that?"
That's the content side, the stuff that you control directly. By making awesome content, you can then create awesome engagement, which is really the second part of ranking on YouTube and probably the most important. All else being equal, if you do all of these things and there's no competition, you're going to do great. But if there are other people with other videos that want to rank, and let's face it, almost any industry has other videos that want to rank for the keywords that you want to rank for, you're going to need to do more than just throw up a video with a great title tag and a description and some tags and transcription. It's kind of like creating a website but not telling anyone that it's there. So, now suddenly you have to take it to the next level. You need to get some engagement. That's the next six ranking factors that really come into YouTube. I'm just going to go quickly through them so that you can understand some of the different things that YouTube is looking for.
There's kind of a chicken and the egg thing that happens with YouTube. So in order to rank better, you need views. In order to get views, you need to rank better. So there's the sense in which you need to get the word out and allow people to see your video. Use your social media sharing, use your website, use your blog. Whatever network that you have, get people to go watch your video. Once they've watched it, then Google is going to say, wow that's an awesome topic, and they're going to want to rank you better. But it's not just about views.
They're looking at the quality of those views. That's why I put attention as the second part of number one. They're looking to see, how well are people receiving that? I don't know if you've ever logged in and looked at a specific video in the engagement report that you can get on YouTube. It's really cool. Basically, what you can see is how long people watched, where they fell off. So maybe you have a trailer on the end of your video. You're going to watch this nice graph, and everybody's following, following, following. Bam, they're gone. They got to the advertisement. They say,
"Okay, I'm done with this video." You can also see that maybe that happens. You delivered your point, someone got bored.
If your audience is getting bored, YouTube is using that to determine how good your video really is. So, if people are watching it all the way through, if they're totally engaged, then YouTube is going to rank you better than somebody who has a video where they watch the first 10 seconds and they're out. So that's something to keep in mind. You're going to want to look at those reports and make sure that you have the attention that you need. And if you're not, do something to fix it. Make sure that your next video is awesome all the way through, or recreate that video with a new version that's going to garner the attention that you really, really want and need.
The second part is inbound links. I know everybody in the SEO world is talking about inbound linking right now and everything. But essentially, YouTube is using inbound links to videos as a ranking factor. Surprise, surprise. It's Google. Inbound links are king. So, think about ways that you can build links to your YouTube channel and to your YouTube video specifically. So they're looking for both channel links, and they're looking for links to that specific video.
Now, awesome video content gets natural links. People say, "Hey, I saw this great video over here. Go ahead and take a look at it." It's going to build links naturally, but there are ways that you can help that process along by sharing it on your social media, by making sure that your users know that it's there so that they can go and watch it, especially your most engaged audience, which are going to be the people that you're dealing with. For us, that's our customers.
You're also going to want to make sure that you share it on your blog. Those count. You're going to want to make sure that you share it anywhere else where you can that gets people to know about your video so they can link back to it. And if they're really interested, they will link. So, you don't need to go and sit there and try to rack your brain on how to build links to your YouTube videos, and yet you need to always be thinking about how to build links to your YouTube videos. On the other hand, you should always be building links to your YouTube channel, and that should be natural.
All of your profile links, like when you do an email, you're going to have your YouTube channel in the bottom. When you do a press release, you should have your YouTube on there. On your website, you should link to your YouTube channel. It's just natural that you're going to want to promote your YouTube channel, because your YouTube channel is important to you, and you want people to see the stuff that's there. So, that's something that kind of gets overlooked in the YouTube ranking factors, but inbound links are really important.
The third is social shares. You have the ability on YouTube to easily and quickly share stuff on social media sites – Twitter, Facebook. It's simple to quickly share on your own, and it's simple for your users to share as well. Make sure you share it on your own, and hopefully you're going to have people reshare that. Google is tracking that. They're looking for it. They're looking for social signals for these videos. As more people share it, it's going to raise you up in the rankings. Again, it's just one factor in the basket of factors in terms of engagement.
Fourth is embeds. That's going to be people who want to embed the video on their site. Also included is you embedding it on your site or blog. So, if you think about creating your video, you don't want to just leave it on YouTube. You want to then go and take that and embed it somewhere. Also, you have the ability to turn on or off the embed feature. Now, you have to kind of weigh that out in terms of, maybe you don't want people to embed it. But the more people that embed it, the better it's going to rank. So, you kind of have to say, is there a specific reason why I don't want it embedded on other people's sites? If there is, then you can turn it off. But I suggest turning it on, and letting bloggers, letting people embed that right onto their own sites. You're going to see that your rankings will raise as people embed those videos onto their sites.
The fifth under the engagement section is comments and video responses. So this is really key, and Google is really good at figuring out which comments are spammy and which comments are real. So don't try to game the system. Try to produce content that's going to be awesome so that people want to comment on it. So, people who come and say, ask a question, respond back. If someone comes and says, "This is an awesome video," make sure you reach out to them. Google is looking for videos that build social following and that people interact with, because it shows that the video is being watched, that there's quality, and that it's really a worthwhile video to rank. So you're going to want to build up those comments.
On the other hand, they're also looking for video responses, which is a lot harder to get. So, how do you get somebody to make a video in response to your video? That's a pretty tall tale, but it also is a huge ranking factor. Because if someone's willing to do that, then, often, that says to Google, wow, this video really made sense to them or was really important to them. So one of the things that you can do is you can make your video a video response to other videos that might be out there. Now that's not quite as powerful as somebody making a video for you as a video response. You can also add your video as a video response to your other videos that you have on your channel. Again, not as powerful as somebody making a video for you as a video response.
Now, if you have a friend or you know somebody else who does video and you want to trade video responses, that would be awesome. Ask them to make you a video. Ask them to respond to it. Get in front of their webcam on their laptop and record a quick video response that says, here's what I really liked about this video, or this is how I feel. Upload it to their own YouTube channel, share it, and respond to the video and put it as a video response. That's going to be a huge factor for you in terms of ranking. It's just one of those things. It's kind of a big favor to ask. Video is not that easy to create for a lot of people. So it's one of those things that you've got to kind of weigh it out and say, "Okay, how big of a favor can I ask of my friends?" if I want them to create a video response for me.
Then, the last under the engagement side of things is likes and favorites. So there's a like button, just like Facebook. You can sit there, and you can thumbs up or thumbs down. You want, obviously, lots more thumbs up than you want thumbs down. You want people to say, "Hey, I love this video." But a thumbs down isn't the kiss of death for your video, because at least people are engaging with it, and they say, "Okay, I didn't like it." That might tell you, if you get too many thumbs down, that maybe you need to create a better video. But ultimately, you're looking for people to engage with the likes/dislikes side of things. And you also want them to favorite your video, which means that you really had an impact on them, that they really wanted to share it with their people. The more you share it and the more they share it, the better your video is going to rank.
When it comes down to all of this, content and engagement, there's actually an internal page rank system inside of Google and inside of YouTube that causes the rankings to fluctuate. That's why link building and inbound links work. That's why you have all of these different factors at play. When someone shares your video and it's on their channel, they're passing page rank to your video. When somebody accepts that as a video response on their video, they're passing page rank and authority to your channel and to your video. So you're going to want to make sure that you're engaging with the YouTube community, that you have your videos out there, that other people are engaging, because it's going to show up in their feed. Their feed is going to pass internal page rank to you.
Again, internal page rank, what I say that is that they're shuffling it, but they're trying to determine how well does your channel and your video really fit into the YouTube community? Ultimately, if you create awesome content and get great engagement, then you're not going to have any problems at all ranking for the keywords that you really need to rank.
Thank you and that's Whiteboard Friday.
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