Using YouTube Videos to Create Domain Authority in Google Search – Monte Huebsch

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Google is now one of the world’s authorities when it comes to detecting plagiarism and attributing authorship to the original author. Google uses tools and algorithms to look at the words on the Internet and determine if they’ve been copied somewhere else. By doing these techniques, Google can identify the domain authority of the content.

One good way to improve Google rankings is by using YouTube videos to create domain authority in Google search results. Using videos, people can see and hear the information provided by the speaker. Both Google and the viewers recognize that it is original content, not just merely written or copied by someone and then passed along the different spokes in the hub-and-spoke network. The volume of videos in YouTube that are watched and reviewed by people, owners, developers, designers and others users are treated by Google as quality content.

Discover more about using YouTube videos with Google Guru Monte Huebsch, CEO of Aussieweb and AussiewebConversion.


Wayne Bucklar:   Today my guest is Monte Huebsch. Monte joins me from Brisbane in Australia where he is the CEO and Founder of AussieWeb. Monte welcome to the program.

Monte Huebsch:   Good day Wayne. Good to see you again.

W:   Now Monte, today we’re involved in this idea of domain authorities and how Google recognizes individuals as being an authority in their own domain activity, and consequently rewards them with search results. So today I guess to some manner of speaking, we’re gonna use our own dogfood or eat our own dogfood. We’re gonna use the tools that we recommend other people use to create this domain authority so we’re gonna use YouTube interviews to create a domain authority and have you recognized by Google’s algorithm as the authority in your own domain.

M:   Great, absolutely.

W:   Now Monte you’ve spoken about Hub-and-Spoke before, fill in how this YouTube video fits into the model.

M:   Yeah, that’s a great question Wayne. The Google Hub-and-Spoke method that we’ve talked in the past is all about original content being distributed in different formats to different sites that have authority on the internet or that are recognized by Google being that of Google. Sites like LinkedIn and Twitter and iTunes and YouTube of course. But the issues that Google struggles with is proof that the content that’s provided and distributed in the Hub-and-Spoke method is actually original and to attribute it to an individual. You’d be familiar with the complaints about people having pranked or false 4, 5 star ratings, TripAdvisor and different platforms where they are not the real. So in this Q&A section people see you, they see me, they hear our words and they know that they’re original content, not ghost written, it’s hard to fake this.

W:   Now I understand that Google is now one of the world’s authorities on detecting plagiarism and attributing authorship to the original author.

M:   Yup, you’re absolutely right. They have tools and techniques that from one of their past algorithms in fact was under the Panda, or the Penguin in fact did just that. It would look at the text words and compare them to other words on the internet to determine whether they’ve been plagiarized or not.

W:   Now I guess there is nothing that says it’s original more than you, with your lips moving and words coming out. That’s got to be your own content, isn’t it?

M:   Pretty much, unless somebody else is scripting it. And unfortunately you know that I don’t have a teleprompter here, we’re both adlibbing this as we go.

W:   And I do say to people who are doing this Monte, “If you are an Oscar winning actor, then by all means get a script and you can deliver it like it’s perfect originally mode of content.” But if you’re not an award winning actor and many, many of my clients and I guess your clients are not, they’re just business people, then for goodness sake don’t try and deliver a script like you’re an actor. Just tell your story with compassion and let the way you do business come through in your emotions and your voice.

M:   Absolutely. I’d actually take that one step further Wayne and I would say while it’s important that the quality of the interview and the interviewer be good and accurate, at the same time if it’s overproduced, people get suspicious all of a sudden there’s cropped hair and makeup and all of this, they think “Oh mate this is being made specifically to entice me in.” And it lacks that genuineness of somebody who actually is passionate about their topic knows it, wants to share what they, let know.

W:   Monte are you saying that my hair and makeup isn’t showing true?

M:   (laugh) Your hair and makeup is wonderful.

W:   Monte, I have noticed that Facebook has become very good at facially recognizing people. Is it a possibility that google using that same sort of algorithm, even with videos to recognize who is the original author by being able to facially recognize you as the speaker?

M:   Yes, the technology exists. The ability to use it exists. I think Google has taken a less active approach than Facebook has, just because of issues, concerns about privacy and invasiveness. I mean it’s a very interesting and cool technology but the same time it’s kind of creepy.

W:   Yeah I’m not seeing any sign that Google is using it on YouTube but I guess maybe they’re just not just telling me.

M:   They do have these algorithms, you can see it on how they index photos. And they can take photos that you loaded up and now identify what the content is, and what the dog is, and what breed it is, and so forth. The technology exists to do that through a greater standards with humans and our face but again I think it’s an issue of maybe a little bit too early or a little bit too threatening.

W:   Now Monte, in order to use video like this to improve your rankings in the search engines and that’s what we’re talking about at call, isn’t it that the kind of thing that Google wants to stop?

M:   Well, there is a “yes” and a “no” answer to that question. Google is still fundamentally looking for the best user experience and so they want to have a search result that indicates who is the, what we have talked as the “domain authority” or an expert in their field of knowledge. So they can bring back those results, that’s a good news or experience and they want to promote that. What they don’t want to do is promote systems that can be pranked or manipulated and therefore when we talk about using this sort of technology, it’s not just the creation of original content, it’s up to the Hub-and-Spoke, it’s its distribution of that content into other websites which are a form of due diligence that Google’s using because those sites have reviews as well.

W:   So using this sort of video interview to enhance your Google rankings through demonstrating that you are a domain authority in your subject knowledge with original content, that’s not seen as blackhat SEO?

M:   Absolutely not. And in fact when you look at the volume of videos that are reviewed and watched on YouTube, there are a lot of chronic reviews and chronic demonstrations being done by people, by owners and developers or designers, and that’s actually well respected quality content.

W:   So in facts it’s just taking Google’s advice at doing what they recommend to publish fresh original content and to do it frequently if you want to be seen as a domain authority.

M:   Yeah, it’s not good enough which again is built in or banked it if you’d like to Google’s algorithm. It’s not good enough to have this conversation once and then walk away and say “Oh well Monte is a domain authority on how to get ranked in Google using video.” You need to go beyond that and continue to provide fresh content on a monthly basis at least to demonstrate a commitment to the subject matter or on the topic.

W:   Monte is there a frequency of putting up new content that works well? Can you do 60 seconds clips once a day or once a month or do you do 10 minutes? Is there a minimum size that works well? Is there a frequency of fresh content that works well?

M:   Yup, that’s an excellent question and there’s multiple answers to it. In the first instance, Google used a highly recognized blog post and on things that have a volume of 450 to 550 words. It’s now coming to the point whether looking for more like 1,200 to 1,500 words that they want a longer a more in depth discussion about a particular issue. So the volume is going, the volume of content needs to be increased. And since that’s happened, the frequency is probably gone down a little bit as well. Lots of people used to blog daily and or weekly. If you’re doing a longer more in-depth analysis, it doesn’t have to be as often.

W:   So 1,200 to 1,500 words is about a 7 to 10 minute video. If you take via transcript, shorter but that’s going to be not as effective?

M:   Well no, actually sometimes portions of that 7 might be able to be extracted to kind of fit in the TV commercial volume of 60 seconds give or take a little bit, which is the type of content that wants to be consumed on platforms like Twitter and even Facebook where the longer content is as a transcription might end up on a LinkedIn type profile or the whole narrative, that’s the podcast on iTunes. And then again the whole video with or without slides on something like Slideshare. So the title would be repurposed and chopped and changes for different platforms.

W:   As a consumer of YouTube videos, I like quite short ones because I have the attention span of a teenager, so 60 second, 90 seconds, 2 minutes is probably long enough for me to go “Yes I’m interested. No I’m not.” But I guess one of the ways that works for me is quite often YouTube now will play part one, part two, part three of the video – all of which are only 60 seconds long or a couple of minutes long. But from a viewer’s point of view, if you just let it go it just auto reloads the next one and reloads the next one.

M:   Wayne I think as human behavior changes and more and more of us consume content on our mobile devices and what not, this is clearly something you and I as creators of this content can experiment with. Chop it up into part one, two, three and four and then we’ll be able to look at the YouTube statistics to determine how many people are actually going to the 2nd, 3rd and 4th video. Excellent comment, but I think the behavior of the user changes.

W:   Can we talk a little bit about the technology we’re using here today? Because I’d to think that consumers who are seeing this will be saying “Wow look at that, there’s a million worth the recruitment in doing that video and that’s way beyond the way I can ever do things.” So can we just first of all point out that you’re in Brisbane, Australia and I’m in currently in the Philippines just north of Manila? But can you sketch in the technology that we’re using?

M:   Yeah, effectively on my end Wayne I’m just using my standard, in my case I happen to have an Apple MacBook. And so I’m using the camera that’s in the MacBook, I’m using the microphone that’s in the MacBook. The only other thing I’ve added to the equation is actually I purchased a less than a hundred dollar green screen that stood behind so that we can in-fill something behind me rather than my boring office wall. But so that the total of technology and of course the software we’re using, and I’ll let you talk about that, multi-viewers at the same time, is basically free or at minimal cost.

W:   And I’ll just point out that while Monte has waving behind me there at the spectacular modern office in the background, right about now you’ll see when we stop super imposing that, it’s in fact a green screen that as he said he purchased for less than a hundred dollars. And similarly behind me this just a wall painted green because I’m as I said in the Philippines in my studio. But again we’re using quite simple technology, it’s a web cam, nothing complex, a microphone which is sitting just off camera, in fact if I just raised it a little bit there’s the microphone just there which is just sitting off camera. So I’m not using a laptop but Monte is. We also then Monte take this content of the video and turn it into a whole raft of other things. The software that we’re using it’s no great secret, we’re using Zoom, it’s service like Skype. It’s when you can buy over the internet, it’s not particularly expensive. I guess the secret source that we do if there is one, is how we take just 15 minutes of your time as the CEO and convert that into a whole suite of Spokes to go with the Hub-and-Spoke model. Do you want to sketch some of those either Monte or should we enumerate them?

M:   Well I think I’ll put together a list of the distribution channels that we promote to: Talkers FM, YouTube, Apple, I mean we’ll put that complete list together.

W:   Alright.

M:   And the quality of it is, often domain authority individuals – myself included – we’re busy and I can take 15 minutes out of my day to have a chat with you. And by the way it doesn’t matter since we’re using any internet connectivity, whether on Sydney, Melbourne, Adelaide or Perth we can still have this event. And it’s easy and it’s not time consuming, it’s the back office that happens afterwards, that isn’t fun particularly since we need to be doing this on a regular basis.

W:   And I guess I’ve made the point that once we’ve had your time for 15 minutes all of the other things the podcast, the slide deck, the transcript all of that’s done by staff here, without taking up anymore of your time. And the next time you get to see it is when you want to approve it for publication.

M:   Yup. And overtime I’ve got into the confidence level where very little review is required because the quality of the work and editing and review performed with your team is such that I don’t need to spend much time on that.

W:   And part of the secret behind that is that we don’t ever add words. We’re not writing stuff on your behalf, we’re simply editing what you’ve had to say into smaller and smaller pieces to go on various formats right down to Twitter for about 140 characters.

M:   Yup, absolutely.

W:   Monte it’s been a pleasure having you here with us today, thanks for coming to talk to us about Hub-and-Spoke and about how that can be used in SEO. So I guess this idea of using YouTube videos to become a domain authority and recognized by Google as a domain authority in the Hub-and-Spoke model is the way which you see the future going?

M:   Absolutely Wayne. And I think we can say with confidence because we’re recording this in February of 2016, I would suggest by the end of this month, if people were to Google Hub-and-Spoke method, YouTube videos for the Hub-and-Spoke method or video Q&A for domain authority, these search terms will in fact result in some form of this content showing up on the first page of a Google search.

W:   That’s really quite remarkable when you think it’s 15 minutes, it’s two guys putting this together.  And even that’s enough that given 2 or 3 weeks, it can make number one page out of what will be a 40 or 50,000 turned result.

M:   Yes, absolutely. Well no doubt.

W:   Monte it’s always a pleasure to talk with you, thank you for joining us. We look forward to chatting to you again in the not too distant future.

M:   Thanks Wayne. And I’m gonna be reposting this on, a different site for this AussieWeb our local directory. And you’d be able to see this, you’d be able to see the resources that we published to and you’ll be able to conduct your own searches on Google so you could verify that the methods that we talked about actually work.

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