Table of contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03
Why Should Your Video Be On YouTube? (YouTube Stats) . . . . . . . . . . . . . . . . . . . . . 05
About our Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 07
How Did We Do It? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09
Quality Matters: A High Quality Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Video SEO 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
About Yum Yum Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
The Authors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

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INTRODUCTION
04 Introduction

YouTube has rapidly become the world’s 2nd largest search engine (just behind its owner Google),
with around 1 billion active users and over 4 billion daily video views. This is why being visible on this
network has become vital to any online business. But being found on YouTube is not that easy and it

of this social network.

In this eBook, we’ll teach you how to rank higher in YouTube by giving you a thorough analysis of one
of our videos that got ranked #1 on YouTube under our most valuable business keywords. By studying
our actions step by step you’ll be able to replicate them with your videos in order to get better results.
And don’t worry, because most of this knowledge is quite simple and doesn’t require html or
advanced SEO .

keywords can be easier or harder depending on the competition for that keyword.

With this guide we guarantee that you’ll rank way higher in your potential customers’ searches and
perhaps, you’ll get to the #1 spot on YouTube!

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 WHY SHOULD
YOUR VIDEO
BE ON YOUTUBE?
06 Why Should Your Video Be On YouTube? (YouTube Stats)

YouTube isn’t just an average-user video hosting site; it´s the 2nd largest search engine in the world
(behind Google, but above Yahoo! and Bing) and it’s also the 3rd largest social network (behind
Facebook and Twitter). All of this makes YouTube the online spot where your company can’t resist
YouTube
stats to learn why your online business can’t afford to not be there:

1 YouTube is the 2nd largest search engine in the world.

2 It´s also the world’s 3rd largest social network.

3 It has over 1 billion active users worldwide.

4 Around 4 billion videos are watched on it every day.

YouTube is localized in 75 countries and available in

5 61 languages.

More than a million advertisers use the YouTube Ads

6 platform, most of which are small businesses.

Do you believe us now? You need your company to be found in this social network, and with the
help of this eBook you’ll learn how! Keep on reading.

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ABOUT OUR
CASE STUDY
08 About our Case Study

Title:
“How To Choose The Best Explainer Video Style For Your Business”

Animation Technique: Upload date: Duration:

Cartoon Animation, Screencast, 07/01/2014 2:15 minutes
Whiteboard Animation and Motion Graphics.

Challenges:
YouTube’s
searches under the keywords “explainer
video” and “best explainer videos”.
Placing Yum Yum Videos as a
benchmark company in the explainer
video market, due to our high-quality
work and our educational content.
Results:
The animated video ranked #1 in
YouTube’s SERP (search engine rank
position) under our keywords in just 3
months. Search on YouTube and see
for yourself!
It draws around 200 daily views and
keeps on growing by a monthly 20%.

Free long-held promotion and This marketing video is currently one

of our main promotional features with
these keywords’ search. zero cost.

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HOW DID WE DO IT?
10 How Did We Do It?

Our video strategy to rank #1 on YouTube was divided into 3 complementary parts:

1 A high quality video.

2 Video SEO and keyword planning.

3 Distribution.

This organized strategy paid off quickly and, only 3 months after the upload date, our video ranked
on YouTube’s

Ready to learn our video marketing secrets now?

Here they are!

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QUALITY MATTERS:
A HIGH QUALITY
VIDEO
12 What your Explainer Video Script should be about?

Paying for advertising and running a great video SEO campaign won’t get you great results if
your video is a bad quality one. Why? Because people will instantly stop watching a bad
quality video, and YouTube will send it to oblivion under its latest search page results.

If your video is interesting enough for people to watch it all the way through (or anywhere near
that) you can get a higher YouTube SERP (search engine rank position), because the amount of
time that people spend watching your video is one of the things that YouTube weighs on the
most in order to rank your video in its searches.

Check this relative graph that reveals how long viewers spent watching our video:

This YouTube Analytics metric depicts that our video reached high audience retention rates
with an average of 1:18 minutes per viewer. That timing does not cover the entire video, but it’s
a very high number, taking into account that people nowadays have an average attention span
of just 8 seconds.

This means that the quality of your video will directly affect your SERP, because a good-quality
video makes people want to watch it for longer . And when we say “quality” we’re not talking
about HD distribution only: we’re talking about storytelling, design and also animation quality.
Each one of these adds up to the quality of your video and these factors will directly affect to
your marketing goals.

If the video company you’re hiring to craft your marketing video is a good one, you won’t have
to worry about the quality because they’ll take care of it. To help you choose wisely between
different video companies we made a special eBook called “How To Choose the Right
Explainer Video Company For Your Business”. Inside, you’ll learn what the most important
details to check for are when hiring an explainer video company.

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VIDEO SEO 101
14 Video SEO 101

Do you know what Video SEO stands for? Video

SEO means “video search engine optimization”,
which for our SERP purposes (that’s “search
engine rank position”) means to set your video up
for YouTube to rank it higher.

There are several different practices to get there,

from how to write the right title, what to include in
your video description, an accurate thumbnail
selection, among others. Up next we’re going to
explain each one of them so that you can make
use of them in your SEO video strategy.

Be careful though! YouTube and Google are

always changing search algorithms, so it’s always
good to stay informed with the latest video SEO
news and be aware of new practices and
strategies.

your video is ranking on YouTube. Here’s the one

we used: YouTube Rank Checker.

1 Keywords

Learn which words or phrases come up frequently in your niche to describe what your business
does, in our case we are an explainer video production company and our most important
keywords are “explainer video”.

How you can you learn yours? Well, YouTube doesn’t have a simple way to learn how many
people are searching for a particular word, but Google does! By using Google’s keyword planner
you can see if the keywords you’re using are worth it or not, by checking how many people search
these words in an average month. In our case, the keywords “explainer video” have over 1,600
monthly search results in the US, which makes it one of the most relevant keyword search terms in
our market.

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 Video SEO 101 15

Once you choose your keywords, make sure to use them in every text spot on YouTube, such as
titles, descriptions and tags (Further on, we’ll explain exactly how you should use them in each
YouTube spot).

most searched keywords! Wait, are you serious? Yes, we are! See how the 3rd keyword in the graph
is “best explainer video”? Well, it’s easier to rank high under these keywords than under a plain

These types of keywords are called “longtail keywords” and are basically longer sentences which
include your main keyword at the same time. By using longtail keywords, you will get more views way
faster and that eventually helps your video to rank under the main keyword too.

In our case, our longtail keyword was “best explainer videos”, and it worked excellently because right
after ranking 1st for it, we achieved the #1 spot under our main keyword: “explainer video”.

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16 Video SEO 101

2 Titles

Think of your video’s title as its “headline.” Titles help audiences understand your content, and it’s
really important that you use longtail keywords with your main keyword in it. Here’s how we did it:

Now here are some general guidelines to follow:

Place your longtail keyword in the title.

Keep titles concise. Our recommendation is to What to avoid:

use less than 66 characters, since titles longer
than that will be truncated in a YouTube search.
Update titles so they remain relevant and
continue to attract viewers over time.
Avoid titles that trick viewers into watching the
video. This will cause a huge drop-off that will
negatively impact your video’s watch-time
performance, along with its SERP.

3 Thumbnails

The still images that act as a preview for your YouTube video (so-called thumbnails) are very
powerful marketing and SEO elements, so you must choose and customize them wisely and not
leave them for random selection. It’s a fact: the right thumbnail will invite more people to press
play on your video but the wrong one will push them away.

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Here are some general guidelines to follow:
Accurately represent the content. If your
thumbnail is misleading, it can cause audience
drop-offs that negatively impact viewership and
watch-time.
If your video is a live-action video, use
close-ups of faces. The face of a person will
always draw more attention.
Hi-resolution image (640x360 pixels at a
minimum). If the resolution is low, your video
might be perceived as being low quality, and
people won’t click on it.
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Video SEO 101 17
Make sure that the thumbnail looks great at
both small and large sizes. Check your
thumbnails on different devices (TV, iPad and
desktop PC) to make sure that they look great
everywhere. Remember that on YouTube, the
thumbnail will appear small and be surrounded
by many other attractive images. If your tiny
image is not appealing, people won’t click on it.
The foreground must stand out from the
background. Don’t use an image where the
background competes with the foreground.
The foreground should always stand out more.
You only have a few seconds to catch your
audience's attention, so keep it simple!
 18 Video SEO 101

4 Descriptions

Descriptions explain to your viewers what your marketing video is about and they’re also vital for SEO
purposes; this means, you need to make them short and accurate. Look at how we did it in our video:

Here are some general guidelines to follow:

Accurately describe your video in one or two Include relevant keywords that will make your
concise sentences. YouTube.

Add links to your social media sites.

two sentences.

You can always add a full transcript of your explainer video script under the description. This
transcript gives you the opportunity to place a great deal of relevant keywords for your target
YouTube, so seize it! Avoid being too pushy or salesy though; nobody likes that kind
of promotional approach.

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 Video SEO 101 19

5 Calls-To-Action (CTA) and Cards

A CTA is a clear action that you want your audience to perform. YouTube lets you include a CTA in
the form of a clickable button in your video. It's highly recommended to always include one, to help
entice your viewers to complete the action you’re looking for. YouTube lets you include several
types of CTA in the form of clickable buttons in your video.

You can now also use the YouTube Cards feature; it allows you to place a sidebar call-to-action
over the video player, in order to lead your target audience to your website, landing page or any
other marketing video of yours that’s hosted on YouTube. Here’s how it looks:

To learn more about the YouTube Cards feature, watch this YouTube explainer video.

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DISTRIBUTION
21 Distribution

The third stage of our video strategy was

distribution, an action which can also be divided into
three steps: YouTube Ads campaign, guest blogging
and internal link building.

Why is distribution so vital? Because as it happens

with Google, YouTube runs a complex algorithm that
decides who ranks high in its search engine. This
algorithm also takes into account which other
websites your video is being embedded and played
on and how many visitors land on YouTube from
those sites (at least this is what SEO experts claim).
Therefore, if your video is placed on a relevant
website and people watch it, it’ll rise in the search
engine results.

1 YouTube Ads

We used YouTube Ads to give our video an initial push. Why? Because paid promotion allows
people to watch your video so that YouTube can start to evaluate the drop-off and engagement
rates.

If nobody watches your video, how can YouTube know that it’s one of interest? Once we got an
initial push we stopped the ad campaign and the video views kept growing without the necessity

means without any cost), because it’ll rank due to people interested in it and that makes it more
trustworthy.

Paying for advertising isn’t a bad idea because new clicks are always good news, but watch out! If
your YouTube campaign is not well-set (for example, the wrong target selection) you’ll see a lot of
viewership drop-offs and these are quite harmful when aiming to rank high in YouTube’s SERP.

If you want to learn a bit about YouTube video promotion, please read our blog article.

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 Distribution 22

2 Guest Blogging

views, your website visits and also your online reputation.

A great tool to learn which places are better positioned under the Google eye (and hence
YouTube’s) is the MOZ toolbar. Attached to your web browser, this gadget helps you to learn the
domain authority (DA) of any website. Try to write guest posts on the sites that hold the highest DA.

We’ve written several guest posts in which we include our content and resources about the
explainer video world. Here are some examples:

Jeff Bullas
Social Media Today
Business 2 Community
Mention.com

If you analyze these websites with the MOZ toolbar, you’ll notice that they all have between 50 and
90 DA. These are really high numbers and that means that thousands of people visit the site on a
daily basis.

3 Internal Link Building

We’re not sure if you’ve noticed, but this very eBook has many internal links to our video and if
you’re reading this carefully, it’s possible that you’ve clicked on some of these links and watched
our animated marketing video on YouTube (this is a nice link over here), helping us to keep that
#1 place in YouTube’s searches.

In all of our eBooks, infographics and hundreds of blog articles we place our video (and the rest of
our content too) every time we get the chance to do so. Our point here being? You have to be your
Nº1 video promoter. Embed your video anywhere you can; start with your own blog by writing at
least one monthly article with the embedded video. You can also use it in press releases, email
marketing campaigns, etc. Just keep using your video and you’ll see the awesome results.

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23 Distribution

In this graph you can see the evolution of our video’s visit rates. If you look closely you will see
embedded player
source, these being all the websites where we embedded our video.

Since the third month, precisely since October 23rd, organic visits (in red and green) began to rise,
which is exactly the time when the video started to rank on YouTube’s
exclusive position drove us 300% more views per day if we compare it with day 1. You can also

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 Distribution 24

In this last graph (February 2015) you can see how violet is not the main color any more. Now red
YouTube’s suggested videos YouTube’s
organic searches.

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25 Conclusion

Conclusion
We really hope this step-by-step guide helps with your YouTube video marketing campaign!

As you can see, it isn´t that hard! Don’t settle on the information in this eBook alone though.
YouTube’s search algorithm changes all the time so it’s vital to keep up and learn new tricks as they
come up.

As you’ve just read, the quality of any marketing video is a vital part of your video strategy to get the
results you’re looking for, so always try to make your video stand out among the rest. It’s also very
important to run SEO and distribution strategies all at once, because they strengthen each other and
offer way better results than running them individually.

If you have any more doubts or if you want to learn more about video marketing strategies and
explainer video production, please visit our Explainer Video Academy, the online spot where you’ll

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 ABOUT YUM YUM VIDEOS 26

We are a company specialized in making animated explainer

videos with hundreds made for clients like American Express,
Heinz and many other smart cookies! We believe that explainer
videos are a unique opportunity to generate a bond between a
brand and its audience and it’s for this reason that all our videos
are carefully created to build trust and drive results based on the

We don’t just make unique videos; we make the videos that our
clients need... And they are amazing!
27 The Authors
Victor Blasco
Victor is the co-founder and CEO of Yum
Yum Videos. On the creative side, he is also
a Director, Scriptwriter and animator. His
production make him the perfect storyteller
who can engage any audience. With Yum
Yum, he has produced and directed with
more that 200 videos for companies from all
over the world including American Express
and Heinz.
He strives to give each animated video the
would have. From an excellent script with a
solid narrative structure to transmitting
emotions through the camera movement and
character animation, Victor is a master of
create the high quality videos that sets Yum
Yum Videos apart from their competition.
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Karina Sacco
Karina Sacco is the co-founder and CEO
of Yum Yum Videos and is responsible for
turning our video productions into
masterpieces!
Her previous studies of Film and Fine Arts,
along with 10 years of experienced in the
the ideal art director. Her hands on attention
and dedication ensures that every explainer
video is pixel-perfect!
Her goal is to make every video a work of
art! From the color scheme, typography,
graphic assets, to all the related aspects of
the video design, nothing is left to chance.
She makes all the visual elements work
together to reach an outstanding level of
quality.
LOOKING FOR AN ANIMATED
EXPLAINER VIDEO
FOR YOUR COMPANY?

GET IN TOUCH WITH US AT

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