Recently, Google News announced a suite of product changes aimed at helping paid subscription-based news sites. In this post, we’ll be looking at different facets of this announcement and their implications for Google News' growth. Key growth lessons: 1. If you're an aggregator, start with distribution and then leverage the power it affords to build a platform that can own additional parts of the funnel. Google "took over the world" by building an incredible distribution engine for publishers and an effective discovery engine for consumers. It's continuing to drive growth by transforming that distribution engine into a platform that will allow it to own acquisition, engagement, conversion and monetization for publishers, in addition to discovery. 2. If you're a content producer reliant on one key distribution channel, design your content specifically to fit the channel (and how it makes money), and look for opportunities to create new content formats as your main distribution channel evolves. Upstart video content creators producing new genres of content such as Let's Play videos and Product Unboxings, were able to build large audiences on the back of YouTube. As Google News evolves into a platform that controls the full funnel, publishers who design their content for the new world of Google News should do very well.
We analyzed 1.3 million YouTube videos to better understand how YouTube’s search engine works. Specifically, we looked at the correlation between ranking factors — like views, comments and shares — with YouTube rankings. We learned a lot about YouTube SEO. And I’m sure you will too. Here is a Summary of What We Discovered: 1. Comments appear to be an influential ranking factor. We found that a video’s comment count strongly correlates with higher rankings. 2. Longer videos significantly outperform shorter videos. The average length of a first page YouTube video is 14 minutes, 50 seconds. 3. We discovered that video views have a significant correlation with rankings. 4. The number of shares a video generates is strongly tied to first page YouTube rankings. 5. There’s a moderate correlation between a channel’s subscriber size and rankings. This means that even small channels have a chance to rank their videos in YouTube. 6. Video likes are significantly correlated with higher rankings. 7. “Subscriptions driven” has reasonably strong correlation with rankings. Therefore, videos that result in new subscribers have an advantage in YouTube search. 8. We found a very small relationship between keyword-rich video tags and rankings. This could represent the fact that YouTube can now understand video content without the help of metadata. 9. Videos that contain an exact match keyword in their video title appear to have a slight edge over videos that don’t. This means that including a keyword in your title may improve your rankings by a slim margin. 10. We found zero correlation between keyword-optimized video descriptions and rankings. 11. HD videos dominate YouTube’s search results. 68.2% of videos on the first page of YouTube are in HD. I have detailed data and information of our findings below.
YouTube is the Internet's largest video site. Billions of hours of video are viewed every month on YouTube. YouTube can be a powerful channel for growth due to the massive audience and the viral nature of video content. These are the best articles on how to grow your business with YouTube including YouTube growth hacks, how to advertise on YouTube, how to make viral videos, and case studies of how companies grew by using video and YouTube. If you want to use video to grow your business these articles will show you how to do it.
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