Archive for the ‘seo news’ Category
Wednesday, September 11th, 2024
Google Search is rolling out a change to its About this page/result feature where it includes links to the Internet Archive’s Wayback Machine. This enabling searches to view the previous version of a given webpage.
Google added this feature likely because of the complaints about Google removing the cache link from that feature.
What Google said. “We know that many people, including those in the research community, value being able to see previous versions of webpages when available. That’s why we’ve added links to the Internet Archive’s Wayback Machine to our ‘About this page’ feature, to give people quick context and make this helpful information easily accessible through Search,” a Google spokesperson told us.
How it works. To access this feature, you can click on the three dots near a search result. That will bring up the About this result feature and within there you will be able select “More About This Page” to reveal a link to the Wayback Machine page for that website.
I don’t see this feature yet but it should be somewhere in this panel when it fully rolls out:
Update: Google sent me a screenshot of what the link looks like in the more about this page section:
More details. The Internet Archive is a nonprofit research library that provides and curates a digital archive of Internet sites and other cultural artifacts in digital form called the Wayback Machine. Mark Graham, Director, Wayback Machine, Internet Archive wrote:
“The web is aging, and with it, countless URLs now lead to digital ghosts. Businesses fold, governments shift, disasters strike, and content management systems evolve—all erasing swaths of online history. Sometimes, creators themselves hit delete, or bow to political pressure. Enter the Internet Archive’s Wayback Machine: for more than 25 years, it’s been preserving snapshots of the public web. This digital time capsule transforms our “now-only” browsing into a journey through internet history. And now, it’s just a click away from Google search results, opening a portal to a fuller, richer web—one that remembers what others have forgotten.”
Why we care. I use the Wayback machine a lot for my research here and for other work related projects. Having quick access to these links in Google Search can be more useful for me and searchers.
This should also help with some of the complaints around Google dropping the cache link but it does not resolve the complaints around seeing how Google sees your pages. But for that, you can use the URL Inspection tool in Google Search Console or the rich result testing tool from Google.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Wednesday, September 11th, 2024
Google is on trial for allegedly abusing its dominance of the $200 billion digital advertising industry.
The U.S. Department of Justice claimed that through acquisitions and anticompetitive conduct, Google seized sustained control of the full advertising technology (“adtech”) stack: the tools advertisers and publishers use to buy and sell ads, and the exchange that connects them.
In response, Google denied the claims stating several ad companies compete in the space, a mixture of tools are used so they don’t get the full fees, their fees are lower than industry average and small businesses will suffer the most if they lose this case.
The outcome of the landmark case could bring significant changes to Google and publishers. However, experts argue that could seriously hurt advertisers as well.
It’s equally possible the trial will result in no changes and Google will be free to continue operating as it wants.
Day 1: Accusations and badgering of witnesses (Sept. 9)
DOJ laid out their accusations as follows:
- Google controls the advertiser ad network.
- Google dominates the publisher ad server.
- Google runs the ad exchange connecting the two.
Google’s defense:
- Disputed the definition of open-web display ads.
- Argued the DOJ’s market definition is “gerrymandered” – the DOJ are manipulating the boundaries of their definition to make Google out to be the bad guy.
- Presented a chart showing competitors like Microsoft, Amazon, Meta, and TikTok.
Bottom line. This trial could determine whether Google’s control over digital advertising constitutes an illegal monopoly, potentially affecting how information is disseminated online.
What’s next. The trial is expected to last several weeks. If the DOJ wins, Google could face up to $100 billion in advertiser lawsuits, according to Bernstein analysts.
Deep dive. Read our Google antitrust trial guide for a breakdown of everything you need to know from the first trial last year.
This article will be regularly updated with the latest developments from this landmark trial.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Wednesday, September 11th, 2024
Google is experimenting with a new way to make ads more distinguishable in its search results.
The update introduces a taller gray background for ads, accompanied by a “Sponsored” label and subtitles like “Promoted products” or “Promoted results.”
This is a shift from Google’s current more subtle labelling approach.
What it looks like. Here’s a screenshot, shared by Gagan Ghotra on X:
Additionally, after the ads, Google now labels the following section as “All results,” clearly distinguishing the organic, non-sponsored listings from paid content.
Why we care: This test signals a possible shift in how Google balances ad visibility and user experience. Advertisers should keep a close eye on metrics like CTR and conversion rates as these experiments evolve.
Bottom line. This move, should it become permanent, could make ads more noticeable, potentially influencing user behavior and click rates, as Google continues to fine-tune its ad presentation for clarity and transparency.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Wednesday, September 11th, 2024
Search marketers like you must navigate a sea of constant change… from major algorithm updates to the birth of AI overviews, ever-shifting ranking factors, evolving consumer expectations… the list goes on.
The key to smooth sailing is to stay on top of the latest trends by training with experts who are ready to help.
Head into 2025 equipped with fresh knowledge and actionable tactics that can help you execute winning SEO and PPC campaigns today… and prepare for what’s coming next: Attend SMX Next, online November 13-14, for free!
This is your final chance in 2024 to unlock the world-class Search Marketing Expo experience and everything that comes with it:
- Actionable tactics. Walk away with reliable, actionable, brand-safe insights you can immediately apply to your campaigns to drive measurable results.
- In-depth live Q&A. Tap directly into some of the brightest minds in search, ask them your questions, and get real-time answers during Overtime!
- Engaging discussions. Connect with and learn from like-minded search marketers and industry experts during live Coffee Talk meetups.
- Instant on-demand access. Can’t attend live? On-demand replay is included with your free pass so you can train at your own pace.
- 100% online. Log on from your cubicle, coffee shop, couch – wherever! – and skip the plane ride, hotel room, and time out of the office.
- 100% free. Continued training doesn’t have to break the bank. Leave the expense reports (and expensive in-person training experiences) behind!
- Certificate of attendance. Showcase your knowledge of the latest industry trends with a personalized certificate and digital badge, perfect for posting on LinkedIn.
The Search Engine Land experts are hard at work programming the agenda… I’ll reach back out next week with more details. In the meantime, secure your free registration now!
Since 2006, SMX has helped more than 200,000 search marketers from around the world achieve their professional goals. Now, it’s your turn.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 10th, 2024
Meta is implementing new data restrictions in its Business Tools, which could potentially affect how businesses target ads and measure performance.
Why we care. This move reflects Meta’s ongoing commitment to privacy, but could complicate ad targeting and reporting for you.
Key changes.
- Automatic restriction of certain URL parts and custom parameters.
- Potential pausing of ads using highly targeted UTMs.
- Altered monitoring in Events Manager.
Impact on businesses.
- Custom audiences may need adjustments.
- Some ad sets could be paused.
- Reduced visibility in Events Manager.
First seen. Meta communicated this update to advertisers this week. PPC expert Navah Hopkins of Optmyzr shared the email she received on LinkedIn:
Hopkins commented about the importance of this update:
- “This is a critical reminder that Meta is taking privacy very seriously and our ability to report and target based on seeing/clicking ads is no longer a guaranteed state.”
Claude Sprenger Managing Partner @ Hutter Consult AG, is not surprised by this update and gave some advice on what the effect could be:
- “Sounds worse than it is. Meta already started restricting this data 12 months ago. Concrete effects – Target groups based on specific URL paths grow more slowly and can no longer be created retroactively. Target groups that combine URL paths and another rule (example: device) are no longer functional and can no longer be used in campaigns.”
What’s next.
- Businesses should review and potentially adjust custom audiences.
- Prepare for possible compromises on UTM parameters.
- Keep stakeholders informed about potential reporting changes.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 10th, 2024
Google is implementing new identity verification requirements for lawyers using Local Services Ads.
Why we care. This change aims to protect both businesses and consumers from impersonation and fraud in legal service advertisements. However, this could be an extra hurdle that some businesses may not be willing to prioritize.
Key details.
- Deadline: Nov. 15.
- Who’s affected: Law firms and practices using Local Services Ads.
- New requirement: Identity checks for business owners, senior partners and featured professionals.
How it works.
- Evident, Google’s partner, will email lawyers on Sept. 16.
- Lawyers have 30 days to complete the identity verification.
- Verified identities will be cross-checked with professional license information.
What’s next.
- Business owners must update email addresses for all featured professionals by Sept. 16.
- Each professional needs a unique email address for individual case generation.
First seen. This communication from Google started this week. Anthony Higman, founder and CEO of ADSQUIRE, shared the letter he received from Google on LinkedIn:
Bottom line. Failure to complete verification by the deadline could result in ads being suspended, potentially impacting law firms’ online visibility and client acquisition.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 10th, 2024
The European Union’s highest court has confirmed a record $2.7 billion (€2.4 billion) fine against Google for anti-competitive practices related to its Shopping service.
Details. The fine, initially imposed in 2017, was upheld by the EU Court of Justice today.
- Google was accused of favoring its own price-comparison service in search results, disadvantaging competitors.
- Google appealed the case to help circumvent potential similar fines and demands for change around other types of “vertical search” results such as maps/local, travel and other categories.
- The court ruled that Google’s conduct was “discriminatory” and fell outside the scope of fair competition.
Why we care. While Google has already made changes to comply with the 2017 decision, this ruling could lead to further adjustments in how Google shares data, algorithm transparency and more, impacting how advertisers strategize and spend their budgets.
What they’re saying:
- Google: “We are disappointed with the decision… This judgment relates to a very specific set of facts.” They then continued with noting that they had made changes to comply with the European Commissions decision in 2017.
- BEUC (European Consumer Organization): “The Court has confirmed that Google cannot unfairly deny European consumers access to full and unbiased online information.”
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, September 10th, 2024
With Google’s antitrust jury trial underway, Google claimed the U.S. Department of Justice has a “narrow view” of the ad tech market and that advertisers and publishers have many alternatives. However, the evidence suggests otherwise.
Google’s misleading claim of “hundreds of competitors.”
- While many ad tech providers exist, Google dominates key market segments such as ad exchanges, ad networks and demand-side platforms.
- Though Google has competitors in the most basic sense of the word (i.e., there are other players in search), the gap between their share of the market and the second largest (Microsoft) is vast and has been for many years.
Advertisers and publishers don’t truly have free choice.
- Michael King of IPullRank presented in a recent SMX conference how it would take 17 years to collect the data Google get in 13 months.
Buying online ads isn’t cheap.
- Several reports this year have shown that advertising costs increased:
I asked some experts to discuss this blog post in which Google argued that:
- There are several other ad tech companies that compete in the space.
- Ad buyers mix and match tools with rivals; therefore, they don’t get all the fees.
- Their fees are lower than the industry average.
- Small businesses will be hurt the most by this case.
Robert Brady founder of Righteous Marketing, said Google is presenting a masterclass of painting oneself in a positive light:
- “The only statement I specifically disagree with is in the second to last paragraph where Google says ‘The ability to buy online ads cheaply and simply…’ Most searches with commercial intent (the ones SMBs want to put their ad on) are not cheap and Google Ads is not a simple platform anymore.
- “What Google doesn’t say is much more salient. They fail to mention their utter dominance of search, which is where you get search intent data.
- “That advantage, having 80%+ of the internet’s search intent data, is what puts every other piece of Google’s ads tools at a significant advantage against even large competitors like Microsoft. And as long as Google can leverage that search intent data in all their other products, they’ll own this industry.”
However Sam Tomlinson, EVP and Director of Digital Strategy of Warschawski, pointed out several issues with the DOJ’s case:
- He claims this to be an issue with market definition: “Honestly, Google is right on their market definition point. The relevant market should be digital advertising , not some ridiculous thing like “Non-product text based ads” — it would be absurd to say that Amazon has a monopoly on “eCommerce consumer retail”
- He doesn’t believe it is possible to assess what Google’s fees are: “[It’s] very difficult to assess Google’s fees vs. those charged by others due to the sheer volume of points in the value chain where fees can be added, often in non-transparent ways.”
- He thinks SMBs will lose if the DOJ wins SMBs: “End result to SMBs? Probably right, to be honest. That’s not what the ‘Google = evil’ people want to think, but the reality is that breakups would come with massive incremental costs that would be passed onto advertisers.”
Tomlinson said he thinks the system will get healthier if the DOJ wins, but that it will be a painful process:
- “Long run, we’ll probably get a healthier, more transparent ecosystem, but the short term pain to advertisers (and by extension, publishers) is going to be brutal.”
Between the lines. Google portrays itself as an enabler of the free and open internet, but the DOJ argues its ad tech dominance does the opposite – it limits choice, increases costs and harms publishers.
What’s next. The trial will test whether Google’s defiant claims hold up against the DOJ’s evidence of anticompetitive practices. A positive outcome for the DOJ, as Tomlinson noted, could reshape the digital advertising landscape.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Monday, September 9th, 2024
Artificial intelligence (AI) is changing the game in many industries and content marketing is no different.
As we dive deeper into the digital age, AI’s influence on how we create, share and optimize content is only growing.
This article will examine some of the key trends shaping the future of AI in content marketing and expert predictions on how these technologies are set to transform the way brands connect with their audiences.
Marketing AI is already here
The future of content marketing is here, and it’s powered by AI.
Marketing AI is most prominent in a new technology known as content intelligence.
Content intelligence platforms use machine learning algorithms to:
- Analyze massive datasets of content.
- Provide insights that can be used to improve all aspects of content marketing.
This data-driven approach to content marketing helps businesses create more effective campaigns.
Here are some more ways that AI is now used in content marketing:
Generative AI for content marketing
Creating engaging and informative content is essential for any successful marketing strategy.
However, producing high-quality content consistently can be time-consuming and resource-intensive.
This is where generative AI tools like ChatGPT are revolutionizing the content creation process.
Marketers can use AI to generate:
- Blog posts.
- Social media updates.
- Website copy.
- Email marketing campaigns.
This allows marketing teams to scale their content production efforts and free up time to focus on more strategic initiatives.
Hyper-personalized marketing
Consumers today expect personalized experiences. They are more likely to engage with brands that offer content and offers relevant to their interests and needs.
AI can analyze vast amounts of customer data to identify patterns and preferences. This data can then be used to create highly personalized marketing campaigns that deliver the right message to the right person at the right time.
Amazon is a leading example of effective hyper-personalization. If you search for cat litter and click on a product, Amazon will automatically show a “Frequently Bought Together” section related to that search.
Predictive analytics for data-driven decisions
AI-driven predictive analytics lets you move beyond past data (e.g., website activity, purchase history and engagement) to predict outcomes, which is valuable for making informed decisions on inventory, marketing budgets and product development.
Again, Amazon is the perfect example of leveraging predictive analytics to help customers easily find what they’re looking for.
Enhanced customer experience
AI is allowing customers to experience brands in some cool ways.
Take AI-powered chatbots, for example. These smart assistants offer personalized and efficient customer support 24/7.
Whether you have a question at midnight or need help early in the morning, chatbots provide real-time answers tailored just for you.
Here’s how Dollar Shave Club uses AI to handle customer queries:
But it doesn’t stop there. AI is also shaking things up with interactive content. Imagine getting content that feels like it was made just for you – because it was!
AI can create dynamic, personalized experiences that keep you engaged and connected with the brand.
Plus, AI is super helpful in gathering feedback and insights. It can spot trends and determine what people want by analyzing customer interactions.
This means companies can keep improving their products and services, making sure they’re always meeting your needs.
In short, AI is making customer experiences more personal, efficient and engaging, helping brands build stronger relationships with their audiences.
Voice search optimization
With the rise of virtual assistants like Siri, Alexa and Google Assistant, more and more people are using their voices to search for information.
One of the main ways AI is helping is by analyzing voice search patterns. Unlike traditional text searches, voice searches are usually more conversational and natural-sounding.
AI tools analyze these patterns to show what questions people ask and the language they use. This lets you adjust your content to fit natural speech, improving your chances of appearing in voice search results.
AI is also great at helping with SEO for voice search. It can suggest long-tail keywords and phrases commonly used in voice queries and even help optimize website structure and metadata to be more voice-search friendly.
By using AI to fine-tune your content and SEO strategies, you can ensure content is easily discoverable by voice search users.
Augmented reality
With augmented reality (AR), we can deliver immersive experiences.
For example, customers can see how furniture looks in their homes or try on clothes virtually, helping them make confident decisions and boosting sales and satisfaction.
For example, the “#TakeATaste Now” campaign allowed consumers to grab a bottle of Coca-Cola Zero Sugar straight from digital screens via AR and claim the real soda at a nearby Tesco store.
Another great thing about AR is how it enhances storytelling and brand engagement. You can use AR to bring your brands to life in unique and memorable ways.
For instance:
- A cosmetics company might use AR to let customers try on different makeup looks virtually.
- Or a travel company might create an AR app that lets users explore destinations from their living rooms.
These interactive experiences capture attention and create a deeper connection between the brand and its audience.
7 expert predictions in marketing AI
What’s in store for the future of content marketing? Let me share with you seven predictions from the experts.
1. Media democratization
The barriers to entry for content creation have been steadily eroding for years.
Blogs challenged traditional media, self-publishing platforms disrupted the book industry, podcasts offered an alternative to radio and YouTube gave everyone a shot at video stardom.
This democratization of media empowers individuals and smaller organizations to compete with established players in the content marketing landscape.
This shift is driven by several factors, including:
- Lower production costs: Powerful yet affordable software and equipment have made high-quality content creation accessible to almost anyone.
- Direct audience access: Social media and other online platforms allow creators to reach their target audiences directly, bypassing traditional gatekeepers.
- Increased demand for niche content: As consumers grow tired of generic, mass-produced content, there’s a growing appetite for specialized and authentic voices.
This means embracing the power of user-generated content and influencer marketing and creating a strong brand voice across various platforms.
It’s about building communities and fostering engagement rather than simply broadcasting messages.
2. Raising the bar in content generation
The rapid evolution of generative AI tools has injected the content marketing world with a potent mix of excitement and anxiety.
While many marketers are understandably wary of AI’s disruptive potential, its transformative impact on content creation is undeniable.
As AI-powered content generators become increasingly sophisticated, they are poised to establish a new benchmark for quality.
This means content marketers will need to adapt their strategies to stand out in a landscape saturated with AI-generated content.
Simply churning out “good enough” content will no longer suffice. Instead, marketers must strive for excellence in every piece of content they produce.
Here’s how AI-generated content is raising the bar:
- Increased content volume: AI can generate vast amounts of content quickly and efficiently, flooding the digital landscape. This means marketers must produce exceptional content to capture their audience’s attention.
- Improved content quality: AI content generators constantly learn and improve, producing increasingly high-quality content often indistinguishable from human-written content. To compete, marketers need to create original, insightful and engaging content that provides real value to their target audience.
- More personalized content: AI-driven hyper-personalization will continue to become a game-changer, moving far beyond the generic “recommended for you” suggestions. Imagine receiving emails that address you by name, recommend products based on your past purchases, and even offer exclusive discounts tailored to your shopping habits. This level of personalization fosters a stronger emotional connection with customers, leading to increased engagement, brand loyalty and higher conversion rates.
3. Generative AI will take over some SEO traffic
One of the biggest impacts of generative AI on content marketing is its potential to reshape how people search for information online.
Instead of turning to a traditional search engine like Google and clicking through the SERP listing, users can get answers directly from AI chatbots like ChatGPT and Gemini.
This shift in user behavior could lead to a decline in organic search traffic, impacting the effectiveness of traditional SEO strategies.
This change necessitates adapting content strategies for brands that rely heavily on organic search to drive traffic and leads.
Creating high-quality content optimized for specific keywords will have less impact if users don’t click through from search engine results pages.
However, this doesn’t mean that SEO is dead. Instead, it highlights the importance of a multi-faceted content marketing strategy that goes beyond simply targeting keywords.
Dig deeper: How AI will affect the future of search
4. AR/VR support in marketing
Tech-savvy millennials are driving the adoption of augmented reality (AR) and virtual reality (VR) technologies, revolutionizing customer experiences with immersive engagement that captivates.
- AR enhances the real world by layering digital elements onto it, often through smartphone cameras.
- In contrast, VR creates fully immersive, interactive digital environments accessed through headsets, blocking out the physical world.
This technology offers unprecedented opportunities for marketers to connect with their audience in new and exciting ways.
5. The rise of chatbots and social bots
AI-powered chatbots and social bots are transforming how brands connect with their audiences.
Automating and enhancing customer interactions boost engagement and streamline marketing efforts.
Chatbots provide 24/7 customer service, handling high volumes of queries with instant responses, issue resolution and personalized recommendations.
In social media marketing, social bots automate tasks like responding to comments, tracking brand mentions, and monitoring conversations.
This allows marketing teams to focus on strategy and creative content. These AI tools are essential for managing brand presence and improving customer interactions in the digital age.
6. Mobile content is king
As AI evolves, its ability to analyze user behavior on mobile devices will become even more sophisticated, allowing you to deliver hyper-personalized experiences in real time.
Imagine a world where a customer walking by a coffee shop receives a push notification for a discount on their favorite latte – all powered by AI analyzing their location data and past purchase behavior.
The future of marketing is mobile and AI is the key to unlocking its full potential.
7. Changing job roles in marketing
AI is going to shake up marketing jobs in some pretty interesting ways.
As AI takes over routine tasks like crunching data, generating basic content and sorting customer segments, marketers will have more time to focus on the fun stuff – strategy, creativity and building relationships.
Marketers will work with AI, using its data-driven insights to brainstorm ideas, fine-tune campaigns and personalize customer experiences. This partnership between AI and human creativity is set to make our marketing efforts more innovative and effective.
While AI will do much of the heavy lifting, it will also open up new opportunities for us to think strategically, get creative and lead with ethics in the marketing world.
Dig deeper: Why AI can’t replace authentic client relationships
Embracing the future of marketing With AI
An O’Reilly survey revealed that 67% of marketing teams actively use AI, and 26% plan to incorporate it soon. This signifies a major shift in the marketing landscape, with AI tools poised to reshape job roles across the industry.
While some marketers fear AI might replace them, the reality is far more nuanced.
AI is not here to eliminate jobs but to augment them, freeing marketers from repetitive tasks and empowering them to focus on strategic initiatives.
This evolution will require marketers to adapt and acquire new skills to thrive in an AI-driven environment.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Monday, September 9th, 2024
Brands today live in a multi-platform world.
In this article, you will learn:
- Why brands need to get ready for a multi-platform environment.
- How YouTube plays into this.
- How YouTube descriptions can be used to carry meaning and relevance.
- How to use the DESCRIBE framework to improve your description generation.
Welcome to a multi-platform environment
When Facebook launched, many expected the social media platform would compete with Google in search.
Since then, many other social media platforms and discussion boards have emerged – from Instagram to TikTok, from YouTube to Reddit, from Medium to Soundcloud or Pinterest.
All of them have a search box.
All of them might be platforms users use to search for information, people, brands and products.
Generative AI has been changing the landscape even more lately, introducing powerful generative AI into existing platforms and new tools: ChatGPT, Perplexity, Claude, Gemini, Copilot and Grok, to name a few.
Typical social media sites have their own data sets largely based on users’ content.
Generative AI models, however, leverage large language models (LLMs) that are trained using content from all over the web.
This is why it is critical for your marketing to stay on top of your brand’s presence across your audience’s major platforms.
Let me re-introduce you to YouTube
While everybody knows YouTube, many forget that it is one of the largest search engines and also among the top social media platforms worldwide.
If you think about how often you go directly to the video streaming platform to search for something in particular, you will undoubtedly understand its relevance as a tool for information retrieval.
And YouTube keeps growing:
Audience-platform research across different industries suggests YouTube is one of the most important platforms people use.
As a result, a brand’s reputation heavily depends on the content hosted on the platform:
- A bad product review video might show up when somebody searches for your product
- A video comparison between your course and a competitor’s program could drive people to alternative products.
- A poorly performing video on your own channel might get your prospects to reconsider whether they want to do business with you.
But before you now think of recording more and better videos, let’s discuss a very often component of YouTube that’s often overlooked:
The descriptions.
YouTube descriptions: Those little texts that nobody reads?
Countless times, you can come across YouTube channels with tens of thousands, sometimes even millions of subscribers.
Many of them have one thing in common…
They pay little or no attention to their video descriptions.
While affiliates are used to populate their descriptions with affiliate links of their equipment, tools or suppliers, many businesses just fill the description box with a one-line summary or a link to their website.
But how could your YouTube descriptions support your brand in a generative AI world?
The value of YouTube descriptions to help train LLMs, at least at first glance, might be questionable, given the fact that it is clearly against YouTube’s Terms of Service to scrape content from the platform, making it impossible for third-party platforms to train their models on YouTube’s data:
However, we know that OpenAI is often reported to have most likely been scraping YouTube to train its model, “Sora.”
If the Google leak has taught us one thing, it is that big tech giants might ignore the rules and use all the data they can (hello, Chrome clickstream data).
YouTube descriptions might also be valuable for AI training, and at least help Google produce better AI Overviews about your brand.
In addition, optimizing video descriptions on the streaming platform will help your videos to get more views.
But how do you write descriptions that set your videos and brand up for success?
The DESCRIBE framework for better descriptions
I’m a big fan of frameworks to structure repeatable processes.
For YouTube, we have developed the DESCRIBE framework, which can help you create YouTube descriptions that will set your videos up for success and support your brand’s online reputation.
Here is an actionable list of elements regarding each part of DESCRIBE:
- Detailed content summary.
- Engage with calls to action.
- Search engine optimization.
- Consistent branding.
- Relevant links.
- Interactive elements.
- Build trust with transparency.
- Evaluate and adapt.
Detailed content summary
- Provide a clear, concise and context-rich summary of the video content. ChatGPT or Claude might help you achieve this by removing the fluff of a video transcription and shorten it to the minimum.
- Consider listing key takeaways.
Engage with calls to action
- Include questions or prompts to foster interaction.
- Direct viewers to additional resources or related content.
- Encourage viewers to like, share, comment and subscribe.
Search engine optimization
- Use relevant keywords naturally throughout the description.
- Confirm your title also contains at least 1-2 context-relevant keywords.
- Incorporate hashtags to increase discoverability and connect your video with broader topics.
Consistent branding
- Maintain a consistent brand voice and messaging.
- Include branded elements like your brand name and a tagline you usually use.
- Ensure descriptions align with the overall brand strategy.
Relevant links
- Add links to related videos, your website and social media profiles.
- Add a link to the personal brand website of your speaker(s).
- Link to playlists to keep viewers engaged on your channel.
Interactive elements
- Use timestamps to create an interactive viewing experience.
- Encourage viewers to engage with polls or comments.
Build trust with transparency
- Disclose any sponsorships or affiliate links.
- Credit sources and collaborators.
Evaluate and adapt
- Monitor performance using YouTube Analytics.
- Track metrics like click-through rates, watch time and viewer retention.
- Regularly update descriptions based on performance data and audience feedback.
A handy template
To make this more actionable, here is a template that you or your team can copy and paste:
Video Summary
[Video Title]
[Provide a clear, concise summary of the video content in 2-3 sentences]
00:00 – Introduction [List key sections with timestamps]
Timestamps
XX:XX – Conclusion
Key Takeaways
- [Bullet point 1]
- [Bullet point 2]
- [Bullet point 3]
Relevant Links
- Related video: [Link]
- Our website: [Link]
- Speaker’s website: [Link]
- [Your Brand Name] playlist: [Link]
Join the Conversation
What did you think about [specific topic from the video]? Share your thoughts in the comments below!
Stay Connected
Don’t forget to like, share and subscribe to stay updated on our latest content!
Follow us on social media:
- Instagram: [@YourHandle]
- Twitter: [@YourHandle]
- Facebook: [Your Page]
[Optional] Poll
[Include an engaging poll question related to the video content]
Transparency
[If applicable] This video contains sponsored content. [Specific disclosure]
Sources and collaborators:
- [List any sources or collaborators]
#[Hashtag1] #[Hashtag2] #[Hashtag3]
[Your Brand Name] | [Your Tagline]
Applying the DESCRIBE framework
In a multiplatform environment, as a brand, you need to optimize each platform your audience might be using to discover your products.
YouTube has been growing as a social network and search engine for years.
By applying the suggested DESCRIBE framework, your videos will be found more often, and both engines and users will find helpful data points around your brand.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
