A tutorial on reviewing consumer search behaviour in the 2nd Largest Search Engine in the WorldAs you’ll know, YouTube is the second largest search engine behind Google in many countries. It’s the number one ranked entertainment site and 3rd most visited in the UK by Hitwise. Given this and since popular videos are displayed in the “one-box” of blended search results for some queries it’s worth investigating how YouTube can be used to reach a wider audience. In this post I’ll give a short tutorial on how to find out it’s relevance in your market by finding out the number of searches. I’m not suggesting it will give instant results or as Forrester misguidely advised that it’s the Easiest Way to a First-page ranking on Google. It may even help you “push back” against colleagues who are asking why you’re not doing more work in YouTube. It’s an enormous site with a lot of competition given the rate at which new videos are uploaded:
How to assess the opportunity of YouTube – a short tutorialGetting cut-through on YouTube is like any content on the web, you need to have defined your audience and created something of value which will be shared. There are also the tactics of uploading and setting appropriate titles, descriptions and tags. We recommend ReelSEO YouTube tips for finding out more about these.
Defining standard consumer search behavioursLet’s take the example of a phone manufacturer. I like to start with keyword research using the Google Keyword Tool and the other Google tools as explained in this article on the Google Toolkit by James Gurd. From this, you will identify the main consumer behaviours grouped in your keyword list. So for a mobile phone manufacturer, common search behaviours will be:
- <Brand>, e.g. Nokia
- <Brand> + <category>, e.g. Nokia smartphone
- <Brand> + <model>, e.g. Nokia Lumia 800
- <Generic>, e.g. Smartphone or Cameraphone
- <Brand or Generic> + Long tail qualifiers, e.g. Nokia Lumia 800 reviews, specification, colour, etc