The name Neil Patel means a lot in search engine optimization, website analytics, and entrepreneurship. He is the co-founder of a customer analytics platform named KISSMetrics and a visual analytics company named Crazy Egg.
Patel has helped build multi-million dollar online marketing campaigns, continues to have his hand in helping several sites find their niche, and is directly responsible for the success of 100s of entrepreneurs.
Why we’re talking about Neil Patel here is because we came across something interesting on his website that could be used as a learning lesson for entrepreneurs, internet marketers, and webmasters.
Neil puts out videos regularly, seeking to help and instruct interested entrepreneurs in how to grow their businesses. Patel’s videos are truly priceless, communicating bullet points of key information as well as acting as inspiration for those who need it more than others. There’s a lot to learn from these videos so if anyone reading this has not yet checked his site out, please do! Analyzing the way that Neil Patel delivers YouTube marketing video content however and the subsequent period immediately following consumption, we noticed something interesting.
As you may already know if you are a regular user of YouTube, at the end of any video, Google will auto-populate suggested videos for the user to continue browsing. The videos that Neil Patel uses are embedded into his website, meaning that a user could end up viewing someone else’s or a competitor’s video right off his website. This is a bad strategy! Fortunately, there is a fix!
The 4 Steps On How To Embed With No Suggested VideosWhen embedding a video to your website, YouTube gives an option in the embed code to exclude suggested videos. Here’s how we achieve that no-suggest feature in your embedded YouTube video:
YouTube Suggested Videos is a Blind Spot you Need to Watch!YouTube suggested videos is not something that everyone thinks about when embedding videos into their web pages but it should be. For some businesses, they may assume that suggested videos will work to recommend some more of their own videos to the consumer. It does not quite work like that. YouTube suggested videos works based on prior video watching activity. Thereby, a consumer may be provided suggestions that have nothing to do with your brand. As impressive as your video library may be, the purpose of your website is to act as a selling tool. Be it product, service, or brand, the messages you send out in images, video, and text should be to maximize sales. YouTube’s suggested videos feature works for YouTube because studies have shown that viewers watch more when they get recommendations from a variety of channels. In a sense, this feature optimizes the way content is consumed on YouTube and is not meant in any way to provide benefit to a site owner. If you have never looked into the impact that suggested videos may be having on your traffic, no worries. Remember, even experts like Neil Patel may have forgotten this step so there’s nothing to be embarrassed about. Neil Patel’s example is particularly relevant because he exists in a highly competitive space. Even though he’s very much an industry leader in this category, there is a long list of knock-offs who have either borrowed key concepts of his philosophies and techniques or who have outright stolen from him. By leaving YouTube suggested videos open, he’s running the risk of leading a consumer from his brand to a competitor’s – and that’s after he’s done all the hard work! No matter what category your website is in, you don’t want to lose interested customers. In Neil Patel’s case, for argument’s sake, he may be doing all the heavy lifting in qualifying a customer only to see them run off to another company or get distracted by an unrelated video. By closing this loophole, you will keep more people engaged and on message with your brand, and not with someone else’s. When we think about different ways to optimize video content, YouTube suggested videos is just as important as filling in the video description and metadata, knowing what the optimum watch time is, and using keywords amongst the title and content associated with the video.
It’s a Super Simple Fix but it Will help Retain Consumer AttentionWhen embedding a video onto your website, take every precaution to keep the consumer locked in your brand. By leaving an opportunity open like “suggested videos”, it could divert away key buyers from your brand to a competitor’s. Neil Patel is an SEO guru with a long history of successes and techniques that have succeeded in the marketplace, and his videos are awesome! That said though, the door is open for someone to watch one of his videos and then be diverted away from his site to the competition. The name of the game is keeping people locked into your site. Do not give them the opportunity to think about what your competitors may be able to provide. To do this, distractions need to be reduced at every turn. Remove suggested videos and a site can keep the message clear, conveying what they intend without diverting traffic to another brand!
Consumer reviews are an opportunity for users online to have their voices heard and to share their experience. Seen on social media sites like Facebook, on search engines like Google, and on classifieds like Yelp, reviews can make or break a business. They’re powerful in the sense that reviews communicate so much about a brand’s standards, reputation, products, and/or services from the viewpoint of the customer. For example, if you want to have a haircut, you’re going to go online and check out the reviews for local hairdressers and salons. Those reviews are going to affect your final decision on where to put your money.
Where do online reviews show up?
No matter the category of business, user reviews have a role to play. Some of the most common online review websites are
- Trusted Reviews for products
- Indeed for jobs
- Glass Door for businesses
- Trip Advisor for hotels and hospitality-related restaurants or entertainment
- Exclaim for music reviews.
Brands that aren’t monitoring theirs may have a reputation problem on their hands before long. For example, should a potential customer come along and see a ton of negative reviews, are they really going to want to purchase something from you – probably not.
How do online reviews appear?
Reviews can appear in a variety of different ways, with a five-star system being the most common. They may also appear as images, videos, or in plain text. It’s true that, in some cases, one bad business review can take down a business. If there’s an accusation that so poorly portrays your brand that few customers want to continue their relationship with you, you’re going to be in trouble. Notwithstanding, the average business may receive a mix of reviews. Some will be spam and can oftentimes be removed by contacting the review website. At other times, if someone expresses a legitimate concern, you may have some difficulty removing it.
Online reviews which appear as articles
Some reviews aren’t going to appear as ‘reviews’ at all but instead, will show up in the form of articles and blogs. If they say something positive about a product or service, or your brand, that’s wonderful. If it’s negative though, it can be much more complex on how to manage this. An article like that will get placed on Google and then, whenever someone searches out your brand, it’s going to come up. It could affect your reputation for a long time if you don’t be careful.
How to monitor online reviews for your benefit
Any brand who makes the investment to respond to negative reviews and monitor their reputation online shows their audience they care about what people are saying. In this sense, even a negative review can be an opportunity to advertise your business in a positive light. Thankfully, there’s also software which can help monitor what people are saying about you online. Various software will track your business name and brand, reporting to you any time you are mentioned on sites like Mention and Awario.
- Decide if you need to respond. If there’s derogatory or degrading language, irrational opinions, or if it’s not something you feel you can remedy, contact the review website and ask them to remove the comment.
- Respond to negative feedback by hearing them out, empathizing with them, apologizing, and taking action to fix the complaint. When other customers see your willingness to help and improve, they’ll feel comfortable doing business with you. Any business owner will have to go out of their way to fix a bad review. Even so, it’s important. By not responding, the damage a brand could incur is sizeable.
- Respond to all positive reviews as well! You don’t want to give the impression that, to get your attention, a customer needs to leave negative feedback. A few words of acknowledgement is enough to thank someone for leaving their two cents.
- Monitor the most popular review sites first and foremost since they get more exposure, as these will be where the majority of customers see you.
- Monitor your social media accounts as well. Sites like Facebook, Twitter, and Instagram are extremely popular for users who want to leave reviews and comments regarding brands.
- Respond quickly and politely.
For help in building positive business reviews and for strong reputation management online, contact internet marketing company, All The Way Up Media, today.