Most B2B SaaS companies still treat SEO as a Google-only game. Rank for the right keywords, drive traffic, convert. That playbook worked for a decade.
But the way buyers find and evaluate software has changed. They're not just searching on Google anymore. They're asking ChatGPT for recommendations. They're reading Reddit threads for unfiltered opinions. They're watching YouTube walkthroughs before booking demos. And AI Overviews are pulling results from all of these platforms into a single answer.
I recently talked to Jules Davies, founder of Scalerrs, about this on the VISIBLE podcast. His agency has restructured entirely around what he calls "Search Everywhere Optimization." Not just Google rankings. Google, Reddit, YouTube, and AI search engines treated as one connected strategy.
What caught my attention is how far his team has gone with Reddit. Scalerrs has dedicated Reddit writers, account warmers, and a full operational playbook for getting B2B brands mentioned authentically in relevant subreddits. This isn't someone posting links and hoping for the best. It's a production operation.
The counter-argument I hear often is that Reddit mentions are too short for LLMs to pick up on. If your own website has detailed, specific content, ChatGPT will pull from that instead. I've seen that happen with my own clients. But Jules made a point that stuck with me. Reddit builds a different type of signal. It creates third-party validation that your website alone can't provide. Both matter.
YouTube was another surprise. Jules shared that YouTube videos are now showing up inside AI Overviews for more specific queries. And it makes sense. When I search something narrow on Google, I'm already seeing YouTube results embedded directly in the SERP and inside AI-generated answers. Most B2B companies aren't producing video content, which means there's a real gap to fill.
But the part of the conversation I found most valuable was about brand consistency across platforms. When your product is being mentioned on Reddit, reviewed on G2, described in a listicle, and summarized by ChatGPT, those descriptions need to line up.
I call this entity clarity. If you're a field service management platform targeting SMBs, but a popular listicle labels you as "best for enterprises," that mismatch spreads. Every LLM that reads that page now associates your brand with the wrong audience. The fix is auditing how your brand is described on third-party sources and reaching out to get inaccuracies corrected. Most companies never do this.
Google also just published their first official guide to AI search optimization. Their position is clear. AEO and GEO are not separate disciplines. Their exact words: it's still SEO. They also said inauthentic mention-building doesn't work because their spam systems catch it. Interesting timing, given how many agencies are selling "AI mentions" as a standalone service.
The takeaway for me is simple. If your SEO strategy only accounts for Google, you're optimizing for one platform in a multi-platform buying process. Your buyers are on Reddit, YouTube, ChatGPT, and Perplexity. Your brand needs to show up accurately and consistently across all of them.
That doesn't mean you need to be everywhere tomorrow. Pick two platforms where your buyers spend time and go deep. But treating Google as the only surface worth investing in is a strategy that's already falling behind.
Here’s the full transcript for the episode:
Usama Khan (00:06.818)
Jules, you run scalar's SA SAS SEO agency. That's now doing Reddit, YouTube, Wikipedia, a whole lot, right? So how did you get here? Because most SEO agencies I know are max doing one or two things.
Jules Davies (00:19.886)
Great question, Osama. So very simply said, I would say like in two twenty-five it was pretty clear that like just Google alone just wasn't going to cut it for AI search. And I think like we saw clearly that like and I don't know why certain agencies are starting to ref well refusing to basically adapt, etc. But if you look at AI search, it's pretty clearly playing a game of
consensuous in terms like which of the brands being talked about the most. It's a question of context in terms of like what is the context they're being talked about. Are they good for certain industries? Are they good for certain use cases, etc. So we just said to ourselves like, hey, okay, you can definitely still get an ROI from Google. Like we're still getting customers who basically get an excellent ROI from Google pages alone ranking and get visibility. But at the same time, it's like if you want to influence ChatGBT, Claude and all these other AI search engines, the AI answer isn't just pulling from the SEO landing pages and the
Blog posts, etc. It's also pulling from the Reddit Fred, from the YouTube videos, and I don't know why people tried to make it more complex than it sounds, but like it's pretty clearly pulling from all these other sources. And actually, Osama, but you probably heard, you know, last week Google came out with their whole SEO is just good old GEO optimization. Like, once again, another great gaslight in terms of like, I'm happy they said that for like the actual pages people are actually focusing on in terms of like not doing chunking and all this nonsense, but it was another great gaslight in terms of like saying, like,
no, don't don't get your brand mentioned in Reddit. That won't help because they don't wanna obviously, you know, they know for sure it works, but they wanna push people to go and do that basically. So idea being is like, yeah, we knew we needed to do more coverage across more sources and that's why we had a very tricky year of like creating new playbooks. But that works really well.
Usama Khan (01:58.796)
Great, great insights. So you mentioned that with AI search engines, for them to recommend your brand, they basically first see who is getting mentioned a lot. So do you think this is just value game or does quality play a part in there? It's also about context and in what context is a specific brand mentioned more?
Jules Davies (02:18.668)
Yeah, for sure. I mean, there's different ways of like seeing it. But basically, I'd say the first element is like a question of volume in terms of like more sources talking about you. But then after there's a game of context, right? In terms of like, are you being talked about? It's it's what these AI search tools are reporting in terms of sentiment, right? In terms of like, well saying, like, hey, this brand here is being talked about as a good fit for X use case, you know, or like let's take an example. Let's take for you're searching a keyword such as sorry, a topic, a prompt inside AI search tool. What's the best cold email search?
Software with multi-channel outreach for LinkedIn. Okay. So you'll have a few different solutions proposed to you, and probably what will happen is like LEMlist will be talked about, and because inside YouTube videos, inside Reddit threads, like SEO landing page, SEO listicals, it's saying that hey, LEMlist is a really good option for doing multi-channel outreach. They have the LinkedIn integration, unlike, for example, instantly or for example Smart Lead. Okay, so like that's the game of context there. So I think 100% it's a question of like having more mentions, but also the context.
context when it comes to the industry and the use cases which you guys are good for, but also saying what you're not good for as well. So it's those two parts together.
Usama Khan (03:27.32)
Perfect. And you mentioned Google Google's article and they did mention that inothet inauthentic mention building is a gimmicky play which people should be staying away from. So would you consider that as them once again deceiving or or does that have any truth to that? And would you like to give an example from with any client you're working with?
Jules Davies (03:50.626)
For sure, definitely. Well
I think once again it's a huge gaslight against from from Google. Google, I mean I mean like a few people actually like recently got into SEO of the whole AI search and they kind of like learn this new space. But for the you know, for the people who've been in SEO for a long time, the n the the real SEOs, you the ones who were the the affiliates, for example, the people who you you know who learnt SEO from just like the I like to call them the diehard SEOs, right? The people who really understood what it took to rank on Google. Like Google has never been your friend in terms of giving you the answers of like
Getting the right answer. And like Google has no interest whatsoever to tell you how to get featured inside that organic AI overview. Because literally, if you're inside there, why pay for their ads, right? So they're not gonna they're not gonna give you the right answers. So, first of all, I would take with a very big pinch of salt what they say to you. And like, usually, a lot of the times, the advice of Google is literally to do the contrary. Because, for example, at a certain point, Google even telling you, like, don't build links, for example, like that's really not gonna help you out like that much. Like, yeah, try and get some whatever, like some juice, but not too much, you know.
So, idea being is like, take a big pain to salt, but I entirely actually think that right now, if you actually see what is working for AI search, some simple stuff, but even for example, like having your content on LinkedIn Pulse, which we're like now starting to do, or like even medium, it's actually easier than ever to basically game better the AI search because it is pulling from some of the some of the simplest sources. And unfortunately, Google has no way of basically
Like a customer asked me this the other day. They said, Hey, like, it's working what we're doing, right? Like we're doing these listicles and we're doing this repurposing program and it's working. We can see the results. But we just say to ourselves, like, it feels like Google gonna crack onto it sooner or later. But I said to them, like, hey, no, like Google, Google don't have a choice of pulling from this type of content because if not, what are they left with? They're left with J2, Captera, maybe well Reddit, but if they remove Reddit in that case, they've got Reddit less, then after all they've got YouTube. There's like two sources. They have to pull from the mixture of different
Jules Davies (05:48.944)
So idea being I don't think I think one hundred percent still very bad basically summer.
Usama Khan (05:55.577)
Yeah, very well put together. Now this begs another question. You mentioned LinkedIn, YouTube, Reddit as a coherent strategy. So for example, when a B2B SaaS business comes to you, how do you figure out which platforms would bring in the most ROI for them? Is it always Reddit plus YouTube plus LinkedIn or choosing the best ones after running sort of strategy?
Jules Davies (06:17.088)
Okay. No, definitely great question. So first thing I think if you want to, we can knock off the question is going to be actually it's do like this actually if you want to, it's not so like
First thing first, customers come to us with more or less budget in terms of like how they're expecting to run their program. And depending on that, basically we can activate different sources. Reddit usually as a whole, it always has influence on B2B terms. So, like, unless you're like super enterprise, super niche, usually Reddit has always got conversations talking about you, etc. Okay. So we say to ourselves this is like you have to say to yourself, what are the easiest places to start to get basically traction on and start getting content and your brand mentioned? Okay. So I that's this is where I fully
Group of SEOs in terms of like, well, the easiest place to start is on your own website. Okay, like you can get your product pages to have the right information, you can get your own blog content, your alternative content, your best extent 100% should be a key play, and it should be first place you start. It should be there. But then after you've got to say to yourself, Well, okay, if we only focus on our own brand, we're limiting ourselves into like the overall what we have in front of us. So that's when we say to ourselves, okay, with a customer, look, Reddit is showing in your vertical. There's all these conversations here showing.
On page one, let's warm up some accounts basically, which would belong to different team members of the company, and let's engage basically in a value-driven way, in a Reddit-native, if you want to way, and basically get the brand mentioned. So, like if we see Reddit, we say, Cool, let's do that. Then after the LinkedIn and the medium repurposing idea, I said to you, Usama, we've recently just started launching this and getting it into motion right now across all customers. But basically, that was because LinkedIn, for the last like six weeks, has been being pulled through a lot more into AI search. So it's a question saying to ourselves, okay.
Actually, here the SEO and the content team that create the content for the website should also think about repurposing that better, falling the impulse. So that's the same team basically, which was focused on the website engage. The red team is a separate one. Then after you got these other parts, right? So you've got YouTube, for example. Well, YouTube, Osama, the best way to say to yourself is this. Usually it's a question of two things. YouTube has a really good interest for mid-market SaaS companies. Let's say you're a company like QuickBooks, they have an excellent YouTube channel.
Jules Davies (08:28.852)
HREFs have a really good YouTube channel. Wise have a really good YouTube channel. you was sorry, which one is Hammer? You said?
Usama Khan (08:32.884)
Asana is another one they are doing really well. Asana, the project management tool.
Jules Davies (08:38.73)
Asana, yeah, for example, Asana are doing well as well. But like as you can see, like for mid-market, it makes quite a lot of sense of treating YouTube not just as a source for AI search, but also as an acquisition channel to build brand and just community community and content marketing in general, right? So we have some customers, they've kind of like agreed from it from that perspective. Usually enterprise, they have a bit more kind of like you know, pushback because they say to himself, like, hey, our customers aren't really on YouTube, etc. And while I fully agree, for those customers, we haven't really had much success with pushing more enterprise.
Enterprise, very niche, you know, sales-led driven companies into YouTube. But we say to them, like, hey, as much as you don't believe in YouTube as a platform, it would be pulled through into AI Search, and we would recommend maybe creating a simple YouTube video, maybe like a webinar, etc., and put it on that topic of what we actually care about for AI Search. So, you know, usually it's that conversation to be said with customers, like which ones are mid-market, which ones want to consider YouTube. But honestly, it's a small percentage of companies right now somehow who actually taking advantage of YouTube, and we had probably
A few customers like really get started and get you know get into YouTube and then they realize how hard it was, and a few of them stopped, which is understandable, but definitely YouTube, there's a bit more of a barrier to entry. but the conversation is there is like first of all, does it make sense in terms of like mid-market enterprise? And then do we have the capacity and the resource internally to do it? But I would say, like, we as an agency, we need to offer this to our customers because right now it is like a key part of AI search, and I think right now, personally with Sama, a lot of companies are now starting to see YouTube.
Inside the AI overview, even more than like Reddit Freds, etc. And they're gonna be like, okay, damn, we have to do YouTube. And like now they're gonna start thinking about doing YouTube better, and it will be a key part of agencies. And I think like as much as like before people used to say like SEO people should have been searched everywhere anyway. Well now we're getting forced into that. And like I don't I'm I'm not forced. I'm like I know it's what we should be doing, so I'm just getting ready. Doing it as much as possible.
Usama Khan (10:31.84)
I've seen that yeah, I've seen that as well, specifically just building up on your point about AI overviews, that the more specific my query gets inside Google, the more they sort of push YouTube. Instead of for general claims they would just answer it and give link to pages. But the more specific my prompt is, just like chatting to an L L I see a lot of videos being pushed. Is that something you've experienced as well?
Jules Davies (10:57.26)
Yeah, a hundred percent it was something. And think it's pretty easy and normal is because first of all, YouTube belongs to Google, so it's the same company. They share the data across each other. And and secondly as well is that like Google will continue to pull from YouTube content because they'll probably say to themselves that like, hey, YouTube content is harder to create than S written content because of AI tools, etcetera, which means they'll probably consider the barrier to entry higher and thus the quality higher as well. So I think it's gonna continue to be the case.
Usama Khan (11:23.724)
Perfect, yeah. So you've put together it really well holistically. But I'm not an expert on Reddit and one thing that I keep hearing is that Reddit mentions are too short for LLMs to really associate your product with specific problems and solutions. And the argument is that your own site has detailed specific content that LLMs is going to pull from directly anyway. And if you are answering the query in a very detailed specific way for your ICP or for whoever
Searching, then it's very natural for LM to use that as a source given that it's so detailed and specific. Is that something you would consider true or not? And another thing is that with Reddit, when you're answering very usefully all of these questions on Reddit, what if you mention obviously you will have to mention the brand somewhere, otherwise it kills the purpose, right? The software. And if that visibility leads to a current customer or a past customer reading it and they're not happy.
with your software and they just go in and bash bash it in the replies, how do you then deal with that?
Jules Davies (12:32.13)
Okay, so two questions. So the first question is about the usefulness of Reddit, basically as a brand mentioned inside Reddit. So, well, if you look at AI search, well, first of all, is the first part is can is consensus, right? So as soon as your brand is going to be mentioned inside of Reddit thread on the core topic related to the prompt you're asking. So if we use our example from before, it was like best cold email software for multi-channel outreach. The assets of content it's gonna pull from usually will be a Reddit thread on best cold email software. And then after he'll get the context about is this solution good for multi-channel, etc.
Right, but like first of all, if you're being inside conversation, you get a brand mentioned, you get a plus one vote in terms of spread, right? In terms of consensus. The next idea though is that for the context part, ideally, in 100% as you said, Osama, you want to include ideally these types of like ideas for saying, like, hey, we we also do the multi-channel. Okay, so let's take an example. Maybe you write a Reddit thread. You know, let's say it's in the conversation, best cold email software recommendations, a Reddit thread. Cool. So you'd have a comment which says, Hey, I am
I'm I'm John, I'm not on the product team, and we literally built the feature basically to connect the two together. We realized a few customers were wanting to do this sync, and they were strong with the stability of the API. We basically solved it by doing X and Y. Check it out inside Lemnist basically, whatever it is. And like that way, you got your product mentioned, you got something very genuine and helpful. Maybe give an extra tip, etc. Or maybe you could even say actually, like saying, Hey, if you're not looking for the full email, multi-channel email, and this and that, and maybe.
You need something else, maybe go and check out a compester whether it's like something helpful, in other words. but like idea being is like leave that comment, and then there you go, you got your consensus and your context. Your second question, Osama, was like, Hey, when we've been talked about and bashed. Well, ideally, Osama, when you start saying to yourself, do we go onto Reddit or not? You should already have a rough idea. What is the sentiment about your brand? Is it is it good? Is it positive? Is it negative? If you've got a really negative sentiment about your brand and you're just gonna start up with like a dump fire, honestly, usually we say, like, better not to get.
Get onto Reddit because if you guys really have some problems internally, fix those first and then we'll think about getting onto Reddit because if not, it can indeed open up a can of worms. But most times as well, if it's if it's a small can of worms, in that case you can just manage it, right? You can just basically have comments and you can like, you know, come in, engage, be helpful, and usually you can dial it down. Is that helpful?
Usama Khan (14:53.206)
Yeah, it makes sense. So yeah, the strategy, holistic strategy across Google, YouTube and Wikipedia, Reddit, it makes sense. I was just wondering for our viewers, if they are doing the same, what's the best way to sort of track and report results and then sort of bring together a coherent story for your client reports?
Jules Davies (15:15.03)
Okay, so the coherent story for our client reports is actually interesting. We treat every well
AI search is one channel, okay, which basically has the under the hood multiple channels underneath, right? But then after we report actually individually on each channel. So our main ones, for example, would be Google, then Reddit, and then YouTube, if so. But we would treat those as standalone channels to report on. Of course, you've got other stuff like, you know, not channels, but more like cap campaign work or deliverables we do. We do link building, third party mentions, etc. Those would be more just like inputs versus like rather outputs. But then after we'd have AI search. So like metric wise, we're mainly reporting on Google, Reddit, and AI search.
search and AI search usually will basically englobe the different the different channels which we're focusing on underneath AI search. So for AI search we mainly use AI search tools to basically like we we set up what we call actually like how do you call them monitors basically like groups of prompts basically and then after let's say well let's say let's take the example best cold email software if that's a focus for us across the next quarter or so we would be then creating multiple SEO assets of content such as like
Best text alternative content inside that core topic category. If we're doing Reddit, we'd also be creating Reddit threads, well, brand mentions inside that specific topic. And then if we're doing YouTube or so, we'll be doing maybe like a best code email software video on their channel, maybe like a I don't know, like a LEM list alternatives and instantly alternatives, etc. so what we do, we report based on each channel individually, and then AI search regroups basically multiple channels together. Is that helpful?
Usama Khan (16:48.322)
Perfect, yeah, that that makes sense. So another question that I had was that how do you keep messaging consistent across all of these platforms given that you're doing YouTube, Google and specifically LinkedIn thought leadership is really picking up. Do you have a process to keep this consistent? How does it work internally at scalars?
Jules Davies (17:07.0)
Sure thing. So we actually have this system, we call it LMM sentiments. So basically, you know, these tools, which like AI search tools, like help you show the sentiment, et cetera. We basically assign what we believe are negatives about the brand, which basically currently exist out there on AI search tools. And we basically also create what we call target sentiments in terms of like what we want our brand to technically be talked talked about. So this can be like, hey, we're good for this industry, we're good for this use case, but maybe negatives are like, you know, maybe you have bad customer support and you want that countered because that happened because you scaled.
Scaled up relatively quickly, you didn't look after customer support, and now it's been fixed. So, what we actually do with customers is we actually identify what are the current negatives which sentiments are talking about, how can we counter those negatives, and how can we reinforce the positives we actually care about? So, what we do, we create that sheet, it's called the Element Sentiment Sheet, it's got negatives, it's got positives, we get those all detailed out, and then that is our source of truth for anybody creating content across either Reddit, across Google, across YouTube.
Which means like, hey, when you talk about the brand, you should always make sure to reinforce these ideas here. In other words, is that helpful, Sarah?
Usama Khan (18:13.356)
That's a good
Yeah, that's a great strategy. I'm doing something similar internally and I have these projects set up in Claude and this is one of the file that I have it set up. So whenever we are writing content or anything like that, we just make sure that it picks up if something's not aligned with our priorities at that specific time. So something that could perhaps miss a human in the loop. AI is particularly very good at picking those things up. So and another another concept that naturally sort of ties back
Jules Davies (18:31.916)
Nice.
Jules Davies (18:40.576)
Okay.
Usama Khan (18:44.246)
It is entity clarity. So, for example, let's say you are a field service management software for SMBs, and another top-ranked article targeting a keyword for let's say X best field service management software, it ranks in the top SERPs and it does mention your brand, but it positions it as it's best for enterprise. Now, when LLMs is sort of researching through those when someone asks a relevant query or prompts it, it sort of isn't really clear whether it's for enterprises or whether it's for
SMBs. So do you think the stuff that is not in our control, so should we reach out to this publication, get our story straight, or should we just focus on what's in our control?
Jules Davies (19:24.814)
It's a great question. So I would say certain stuff might be in a control in a sense of like you might have already have existing partnerships with these companies. Like sometimes we've actually found it to be the case. But it's a difficult task trying to reach out to people which you don't actually have control of. Honestly, I prefer more the strategy of just weeding out the stuff you don't like with the stuff you do like by creating more content. So you can create your own content, you can go and pay some let's say for example you want to create more content on YouTube. Well
Why not go and pay like a bunch of YouTube influencers of like creators to create video content talking about you the way you want it to be talked about? So you can if you have pre existing relationships, it's a difficult task, if not. But if not, I'm more of a I'm more of the side of like, hey, just get more content out there talked about the way you want it. In other words.
Usama Khan (20:10.662)
makes sense. And Scalers definitely comes across a company who sort of is working very closely to execute this cross platform strategy, but a lot of s SaaS companies they treat each platform in isolation. One person does SEO, another does social, another does YouTube. So how would you recommend teams actually be structured to execute a cross platform strategy without it actually becoming a chaos, specifically in small teams or for that matter let's say larger teams?
Jules Davies (20:38.54)
It's a great question. So basically what should happen is that every so every team should have a North Star
A North Star in terms of core topics, they believe their brand really wants to appear for an AI search. And that basically should direct either the SEO content strategy, the Reddit brand mentions, like which Reddit phrase we're trying to talk we're trying to get ourselves talked about, and basically in those conversations, and also YouTube video content plan, basically, or even like you know what type of content assets we're we're creating on LinkedIn, etc. Right? But idea being is like a list of core topics. Let's take the example of Lemnist again. If I was Lemnist, I would say to myself, okay.
I care about the topic best cold email software. I care about the topic best email outreach tool.
Best lead generation tool. I care about instantly alternatives, smart lead alternatives. I care about like all those topics, right? There's like there's a multitude of them, but those are topics which you believe basically as a brand, when people search that the inside AI search in a more granular way, perhaps, they will then after be a very good fit for becoming a customer of us because we have that intel from the sales team. So the way to coordinate all those different teams is actually to have a list of what we call money keywords, like golden keywords.
keywords and it's like usually twenty to forty keywords which are super high priority h high c high priority category terms and then after you can drill them down into prompts etcetera but roughly speaking they're category topics you want to appear more for basically.
Usama Khan (22:07.832)
Perfect, makes sense. So a lot of this is also about repurposing, right? Not just having a set of topics. So let's say if someone has a bottom of funnel content article, they might wanna repurpose that for YouTube and or maybe just go in there, repurpose it for LinkedIn. So do you think that also works or would you recommend no there should be a different strategy for keeping this positioning connection?
Jules Davies (22:34.999)
No.
I definitely think that should be the strategy. It's something which I think some of our customers sometimes struggle to do. They're not always open as much to repurposing the way we have in mind. but like if I was to take, for example, what we're launching right now across scalars, but like 100% and we're repurposing one asset for blog, one asset then for YouTube, one asset then for LinkedIn. And like that's the tribe that's the type of methodology we're trying to do for all customers. For most customers, we're like f seventy percent of the way there, but sometimes we're missing, you know, the next step of the playbook. But
hundred percent that should be the way customers do it and brands.
Usama Khan (23:09.57)
Perfect, makes sense. So with blog posts we are pretty on the same page that bottom of funnel content is where we should start. Have you seen that play out with YouTube as well? Should we start with bottom of funnel content or have you seen no YouTube works different way? This is the type of content that we should publish more of and there are other aspects to it as well, right? The length of the videos, etcetera. Do you think those sort of things also play a part on how well you do on the platform?
Jules Davies (23:39.34)
Yeah, I mean once again, it depends on which which perspective you're attacking it from. If you're saying to yourself YouTube is a community marketing play and we want to actually do like the top of funnel videos, et cetera. well in that case, sure, like do those top of funnels. But like because you have a community marketing play. So let's say for example, like you're a company like like Asana, right? For example. Well, if you if you create a video like how to I don't know
Learn learn seven years of productivity in seven minutes, that type of video there. That will have a great effect in terms of top of funnel, getting more people into your audience or people who care about productivity and product management, all the rest of it. But that will have no impact for AI search because, in hindsight, when you prompt the tool like what are the best product management software, it's looking at best X videos on YouTube talking about the best product management software tools. So if you care about AI search, you need to go the route of actually creating the bottom funnel content because that's the content which is actually.
Being pulled through. so that's the first part of your question, Osama. The second part of your question was like, Hey, what's the matter, what's the score in terms of like length of videos, etc. Well, in hindsight, that comes a bit more into like a YouTube strategy play, but like, definitely, more popular videos are gonna be pulled through the most. and if you want to understand what makes a great YouTube video, well, you've got like that's that's the YouTube strategist job, right? So, like, what you would do, you look at popular videos of compessors, you would see like what's the structure, what are the core topics they've talked about in the video, how they basically structured their.
Video, what makes the success of the thumbnail, like the curiosity points, the length roughly the video that gives you an idea of like what people want to consume in terms of like roughly the length of that topic. If you go inside the comments, you can see the micro intent in terms of people saying to you, like, hey, I love when you touch upon this topic. Some people will say, I love your video, but it's a shame you didn't cover X and Y. And like that micro intent inside the comments is where you can do better in your own video. So, what you're trying to do is basically like you know, look at what performed well, and then after go out and see what you can add.
Add extra and then basically add that into the to the video yourself, and that's how you can make a high performing video, which has a better chance of being pulled through into AI search.
Usama Khan (25:41.421)
Perfect, that's very well put together. This brings us to our last question for today's podcast, which is that if a SaaS company wanted to build a cross platform authority, let's say tomorrow, what are three or four factors you would ask them to consider before they log in what platforms to go after? Now one of them might be Google, but let's say they had the budget to either go with Reddit, YouTube or LinkedIn Thought Leadership. so what are some factors they should consider before choosing one?
Jules Davies (26:11.266)
Definitely. Well, the first factor and I would say to yourself, do we have the the budget and the internal resources to do this? Okay, and that can be on two sides. It could be both on budget allocation in terms of money, it could also be in terms of individuals. Because for example, YouTube, if you actually want to launch YouTube properly, you might say to yourself, Well, we need someone who's comfortable on camera, who's got a good microphone, got a good visual, and that will help basically the YouTube strategy to perform better. So you've got to ask yourself that first question. usually in terms of platforms, like sure, you could ask yourself which ones are most influential, but to be from AI search, they're
Just as all influential, usually depending on the niche, like in B2B and software, it's all usually pretty much the same. What I'd probably say to myself though is like, okay.
If we, for example, are going to launch Reddit, if we're a mid market company, we have a huge town on SEO, usually you can have a huge town basically in terms of Reddit as well, because Reddit's gonna be showing for all of those keywords in Google, which means actually there's a super high leveraged opportunity for you to go and target Reddit, maybe compared to an enterprise company who doesn't have that many topics to target on you on SEO and thus YouTube Reddit as well, which means it limits the opportunity of that channel. And then the next one would be like YouTube, you'd say to yourself, Well, okay, are we mid market?
Enterprise, we believe our customers will be following us on YouTube. Like, is this a serious play for us? So, asking yourself that second question for like the channel. So, usually it starts always the same. It's like, let's focus on our website on the SEO content. It's a first great place. Then Reddit is it a good opportunity, yes or no? Then after YouTube, and and so on. But like idea being is like just saying to yourself, like, okay, what is most relevant to us and what can we bolt on little by little, in other words.
Usama Khan (27:44.632)
So true about the high production quality because one thing that I've noticed with a few small businesses that someone just told them YouTube works and what they do is that they chat GPT some general scripts and then they use free stock assets to come up with videos. But again those are very low quality and in the long run I don't think this this strategy is going to work or bring in some high quality leads which is always the the not start metric before for these marketing efforts.
Jules Davies (28:14.05)
Hundred percent, yeah. You gotta you gotta definitely gotta prioritize the quality, yeah. I think that with AI as well, it's becoming increasingly more important. But low quality content, people can produce as much as they want, is the high quality stuff which you're gonna perform long term. So yeah, a hundred percent.
Usama Khan (28:26.615)
Yep. Perfect. That's it Jules. Thanks for joining. that's a wrap on this episode with VISIBLE Vidusama Khan. If you found this useful, subscribe on YouTube and I'll see you on the next one.
Jules Davies (28:38.21)
Thanks a lot, Usama