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Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. In today’s Tech News Tuesday episode we’re talking about measuring what’s working on YouTube. You’ve put effort into your content creation, but how do you know if it’s working? That’s where analytics come in, and this week we’re looking at an article from Yoast on what YouTube metrics you should check to see how your videos are getting organic search traffic on both Google and YouTube.
Bob: That’s right Donna. YouTube metrics are important for tracking and optimizing traffic to your YouTube videos. The metrics are found in YouTube Analytics, and since Google owns YouTube, you will also find your Google search metrics for the video there as well.
Donna: The first metric that you should look at is the number of views acquired from YouTube Search. This data is in the Traffic Sources report and shows you how many people found your video when searching within the YouTube platform. Did you know that YouTube is the number two search engine behind Google, which is number one?
Bob: I search for things on YouTube all the time. The second measure you want to look at is also in the Traffic Sources report, but within the “External” category. This is where you can see “Google Search” as a source alongside other websites where your videos are embedded or linked to. This metric is extremely useful if you are trying to optimize your YouTube channel for visibility on Google search.
Donna: The third YouTube metric you’ll want to watch is the average percentage viewed for your videos. This shows you how much of your video that viewers typically get through. Are they watching to the end, or do they dip out right away? You want your viewers to stick with you.
Bob: Another metric you can check shows views acquired from non-subscribers to your channel. Views from subscribers tend to come via notifications and recommendations within the YouTube platform itself. But social media and search tend to be what drives new viewers to your videos.
Donna: You should also check the impressions and click-through rate for your videos because this data tells you how many people click on your video when they see it presented in search results and sidebar recommendations. So if your video is showing up, you’re getting an impression, but people are not clicking on it. That tells you that your thumbnails and video titles are not really matching what the user needs or are attractive enough for them to click on.
The bottom line is this, video content is great for your business, and understanding what’s working by using the analytics will only help you get better at creating new videos in the future.
Bob: That’s it for today’s episode. You can find a link to some articles on this topic at DelosInc.com/episode237. And don’t forget to subscribe, so you don’t miss out on our actionable digital marketing tips to grow your organization.
Links in this episode: The 5 most important YouTube metrics for SEO