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 Videos
When 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 Attention
When 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!