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Best Practices: Optimizing
       for the Improved YouTube
YouTube is evolving from a video-based site to a channels-based site, where subscriptions rule. And so, we’re
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)*"(80%#"(+'(-44(7-&"$9(:+;(<*-)(#+"$()*%$(,"-'(/+!(5+0(-$(-(3!"-)+!=(>*-''"4$(-!"(-6-%4-24"()+(5+0!(
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-'#(5+0!(3*-''"49(?"!"(-!"($+,"(+/()*"(3*-'&"$(5+0@44($""A

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B(   :%&'%13-')(%'3!"-$"(%'(3*-''"4(!"3+,,"'#-)%+'$(-3!+$$()*"($%)";()+(*"47(&!+<(5+0!($02$3!%2"!(2-$"
B(   F+!"(!+20$)(%')"!/-3"(/+!(74-54%$)$;(7!+6%#%'&(-(2"))"!;(,+!"("'&-&%'&(6%"<%'&("G7"!%"'3"

H$(-4<-5$;(%)@$(%,7+!)-')()*-)(5+0!(6%#"+$(-!"(+7)%,%I"#()+(20%4#(-($)!+'&($02$3!%2"!(2-$";(-'#(5+0@!"(
7!+6%#%'&(-'("'&-&%'&("G7"!%"'3"(/+!(5+0!(-0#%"'3"($+()*"5(.""7(3+,%'&(2-3.(/+!(,+!"9(J"@#(4%."()+(&%6"(5+0(
-'(+6"!6%"<(+/()*"('"<($%)"(#"$%&'(-'#($0&&"$)(<-5$(/+!(5+0()+(,-."()*"(,+$)(+/(%)(/+!(5+0(-'#(5+0!(3*-''"49(
C/(5+0@!"(4++.%'&(/+!(-(3+,7!"*"'$%6"($")(+/(2"$)(7!-3)%3"$;(3*"3.(+0)()*" K+0L02"(>!"-)+!(M4-52++..



What You Can Do:
Channel Metadata: Due to the increased prominence of channels and channel recommendations through-
out the site, it is critical to have strong channel titles, avatars, and descriptions.
B( The Channel Avatar(%$(+'"(+/(5+0!(,-%'(,-!.")%'&(%,-&"$(+'()*"($%)"9
        B( ?"47$(!-%$"(-<-!"'"$$(/+!(30!!"')($02$3!%2"!$
        B( Used in search, suggestions and recommendations, and now on the watch page and in comments
        B( F-."($0!"()*"(-6-)-!(%$(3+,7"44%'&;("5"N3-)3*%'&(-'#(3+,,0'%3-)"$()*"(3*-''"4(3+'3"7)9
        B( K+0!(>*-''"4(H6-)-!(<%44(-77"-!(%'(,-'5(#%O"!"')($%I"$(-3!+$$(K+0L02"9(F-."($0!"(%)(4++.$(34"-!(
            %'($%I"$(2%&(-'#($,-449(




B( P'45()*"(1!$)(QRS(3*-!-3)"!$(T+!(+/)"'(/"<"!UV(+/(5+0!(Channel Description(-77"-!('"G)()+(5+0!(-6-)-!(
   across the the site.
       B( K+0!(3*-''"4($*+04#(2"($0,,"#(07(3+'3%$"45(-'#(3+,,0'%3-)"(<*-)()*"(3*-''"4(%$(-2+0)
       B( >+,7"4(0$"!$()+($02$3!%2"(25(/"-)0!%'&(."5()-4"')('-,"$(-'#(3*-''"4($02W"3)(,-))"!9
B( The Channel Title;(!-)*"!()*-'(5+0!(0$"!'-,";(%$(0$"#(%'(,-'5(4+3-)%+'$()*!+0&*+0)()*"($%)"(%'340#%'&(
   search and recommendations.
B( L57"(5+0!(>*-''"4('-,"(%')+(K+0L02"($"-!3*()+($""(*+<(5+0!(>*-''"4(%$(2"%'&(7!"$"')"#()+(6%"<"!$;(
   -'#(,+#%/5()*"(%)",$(,"')%+'"#(-2+6"(TH6-)-!;(L%)4";(-'#(X"$3!%7)%+'V(-$('""#"#9
Video metadata
H$()*"(/""#(2"3+,"$(-(2%&&"!(7-!)(+/()*"(K+0L02"("G7"!%"'3";('-%4%'&(5+0!(,")-#-)-(%$(!"-445(%,7+!)-')9
B( Make sure that titles(4"-#(<%)*()*"(,+$)(3+,7"44%'&(."5<+!#$Y($-6"(2!-'#%'&(/+!()*"("'#(+/()*"()%)4"9
B( On the new YouTube homepage, now more of the description(%$(6%$%24"(/+!("-3*(6%#"+9(M!+6%#"()*"(,+$)(
    %')"!"$)%'&(%'/+!,-)%+'(1!$)($%'3"()*%$(%$(,+$)(4%."45()+($*+<(07(<%)*(5+0!(6%#"+(+'()*"(*+,"(7-&"9
        B( X"$3!%7)%+'$($*+04#(-4$+(+O"!(4%'.$()+()*"($02$3!%2"(7-&";(74-54%$)$;(-'#()*"(3*-''"4(7-&";(20)(
            links should follow descriptive information about the video.




Sharing playlists
J"@6"(07#-)"#()*"(74-54%$)(6%"<%'&("G7"!%"'3"()+(#%$74-5()*"(+)*"!(6%#"+$(%'()*"(74-54%$)(,+!"(7!+,%'"')45()+(
the right of the video being viewed on the watch page.
B( F-."($0!"()+(30!-)"(5+0!(6%#"+$(%')+(74-54%$)$(-'#($*-!"()*%$(74-54%$)(Z[;($+()*-)(6%"<"!$(3-'("')"!()*%$(
    30!-)"#("G7"!%"'3"9(
B( L*"(74-54%$)(Z[$(3-'(2"(6"!5(4+'&;(-'#(-!"('+)("-$%45($*-!"-24"(+'($+3%-4('")<+!.$9(>+'$%#"!(0$%'&(-(Z[(
    shortener such as goo.gl()+($*+!)"'()*"(74-54%$)(Z[(2"/+!"($*-!%'&($+(%)@$(,+!"(!"-#-24"9




H4)*+0&*()*"(4++.(-'#(/""4(+/(K+0L02"(*-$(3*-'&"#;()*"(6-$)(,-W+!%)5(+/(+7)%,%I-)%+'$(%'()*"(M4-52++.(-!"()*"(
$-,"A(+7)%,%I%'&(>-44$()+(H3)%+';(H''+)-)%+'$;(-'#(6%#"+(,")-#-)-(-!"($)%44(3!%)%3-4(%'(20%4#%'&(-0#%"'3"(+'(
K+0L02"9(P0!(*+7"(%$()*-)()*"($%)"(3*-'&"$(<%44(*"47(,-."(%)("-$%"!(/+!(5+0!(30!!"')($02$3!%2"!$()+(1'#(-'#(
"'W+5(5+0!(3+')"');(-$(<"44(-$(,-."(%)("-$%"!(/+!('"<(/-'$()+(1'#(-'#($02$3!%2"()+(5+0!(3*-''"49(

Now, go create something!

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Youtube redesign bestpractices - November 2012

  • 1. Best Practices: Optimizing for the Improved YouTube YouTube is evolving from a video-based site to a channels-based site, where subscriptions rule. And so, we’re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hat You Can Do: Channel Metadata: Due to the increased prominence of channels and channel recommendations through- out the site, it is critical to have strong channel titles, avatars, and descriptions. B( The Channel Avatar(%$(+'"(+/(5+0!(,-%'(,-!.")%'&(%,-&"$(+'()*"($%)"9 B( ?"47$(!-%$"(-<-!"'"$$(/+!(30!!"')($02$3!%2"!$ B( Used in search, suggestions and recommendations, and now on the watch page and in comments B( F-."($0!"()*"(-6-)-!(%$(3+,7"44%'&;("5"N3-)3*%'&(-'#(3+,,0'%3-)"$()*"(3*-''"4(3+'3"7)9 B( K+0!(>*-''"4(H6-)-!(<%44(-77"-!(%'(,-'5(#%O"!"')($%I"$(-3!+$$(K+0L02"9(F-."($0!"(%)(4++.$(34"-!( %'($%I"$(2%&(-'#($,-449( B( P'45()*"(1!$)(QRS(3*-!-3)"!$(T+!(+/)"'(/"<"!UV(+/(5+0!(Channel Description(-77"-!('"G)()+(5+0!(-6-)-!( across the the site. B( K+0!(3*-''"4($*+04#(2"($0,,"#(07(3+'3%$"45(-'#(3+,,0'%3-)"(<*-)()*"(3*-''"4(%$(-2+0) B( >+,7"4(0$"!$()+($02$3!%2"(25(/"-)0!%'&(."5()-4"')('-,"$(-'#(3*-''"4($02W"3)(,-))"!9 B( The Channel Title;(!-)*"!()*-'(5+0!(0$"!'-,";(%$(0$"#(%'(,-'5(4+3-)%+'$()*!+0&*+0)()*"($%)"(%'340#%'&( search and recommendations. B( L57"(5+0!(>*-''"4('-,"(%')+(K+0L02"($"-!3*()+($""(*+<(5+0!(>*-''"4(%$(2"%'&(7!"$"')"#()+(6%"<"!$;( -'#(,+#%/5()*"(%)",$(,"')%+'"#(-2+6"(TH6-)-!;(L%)4";(-'#(X"$3!%7)%+'V(-$('""#"#9
  • 2. Video metadata H$()*"(/""#(2"3+,"$(-(2%&&"!(7-!)(+/()*"(K+0L02"("G7"!%"'3";('-%4%'&(5+0!(,")-#-)-(%$(!"-445(%,7+!)-')9 B( Make sure that titles(4"-#(<%)*()*"(,+$)(3+,7"44%'&(."5<+!#$Y($-6"(2!-'#%'&(/+!()*"("'#(+/()*"()%)4"9 B( On the new YouTube homepage, now more of the description(%$(6%$%24"(/+!("-3*(6%#"+9(M!+6%#"()*"(,+$)( %')"!"$)%'&(%'/+!,-)%+'(1!$)($%'3"()*%$(%$(,+$)(4%."45()+($*+<(07(<%)*(5+0!(6%#"+(+'()*"(*+,"(7-&"9 B( X"$3!%7)%+'$($*+04#(-4$+(+O"!(4%'.$()+()*"($02$3!%2"(7-&";(74-54%$)$;(-'#()*"(3*-''"4(7-&";(20)( links should follow descriptive information about the video. Sharing playlists J"@6"(07#-)"#()*"(74-54%$)(6%"<%'&("G7"!%"'3"()+(#%$74-5()*"(+)*"!(6%#"+$(%'()*"(74-54%$)(,+!"(7!+,%'"')45()+( the right of the video being viewed on the watch page. B( F-."($0!"()+(30!-)"(5+0!(6%#"+$(%')+(74-54%$)$(-'#($*-!"()*%$(74-54%$)(Z[;($+()*-)(6%"<"!$(3-'("')"!()*%$( 30!-)"#("G7"!%"'3"9( B( L*"(74-54%$)(Z[$(3-'(2"(6"!5(4+'&;(-'#(-!"('+)("-$%45($*-!"-24"(+'($+3%-4('")<+!.$9(>+'$%#"!(0$%'&(-(Z[( shortener such as goo.gl()+($*+!)"'()*"(74-54%$)(Z[(2"/+!"($*-!%'&($+(%)@$(,+!"(!"-#-24"9 H4)*+0&*()*"(4++.(-'#(/""4(+/(K+0L02"(*-$(3*-'&"#;()*"(6-$)(,-W+!%)5(+/(+7)%,%I-)%+'$(%'()*"(M4-52++.(-!"()*"( $-,"A(+7)%,%I%'&(>-44$()+(H3)%+';(H''+)-)%+'$;(-'#(6%#"+(,")-#-)-(-!"($)%44(3!%)%3-4(%'(20%4#%'&(-0#%"'3"(+'( K+0L02"9(P0!(*+7"(%$()*-)()*"($%)"(3*-'&"$(<%44(*"47(,-."(%)("-$%"!(/+!(5+0!(30!!"')($02$3!%2"!$()+(1'#(-'#( "'W+5(5+0!(3+')"');(-$(<"44(-$(,-."(%)("-$%"!(/+!('"<(/-'$()+(1'#(-'#($02$3!%2"()+(5+0!(3*-''"49( Now, go create something!