Jeff Bullas

The YouTube video description is a powerful but often underutilised tool for both Search Engine Optimisation (SEO) and for improving your viewer experience. A well-crafted description helps YouTube’s algorithm to understand your video’s content and provides valuable context and resources for your audience.

There are several key components to an effective description. First, you must focus on the opening sentences. The first one to three lines are the most critical, as this is the text that is visible to a user before they need to click “show more.” This initial text should be engaging, clearly summarise what the video is about, and it should include your most important target keyword or phrase.

Second, following these opening lines, you should write a more detailed summary of the video. This should be a conversational paragraph or two that expands on the video’s topic. Explain what viewers will learn or what happens in the video. You should aim to naturally weave your primary and secondary keywords into this summary. Remember to write for humans first, but be mindful of the terms people would use to search for your content.

Third, a very powerful practice is to use timestamps to create video chapters. By listing timestamps for the key sections of your video (starting with 0:00), you make it much easier for viewers to navigate to the parts that are most relevant to them. This can improve engagement and watch time. These chapters are also used by Google and YouTube to better understand the different topics covered in your video, and they can even appear in search results.

Fourth, your description is the best place to include relevant links. You should organise these with clear headings. This is where you can link to your website, your social media profiles, specific affiliate products mentioned in the video, or a related blog post that provides more detail.

And fifth, towards the bottom of your description, you can add a few relevant hashtags. While not as impactful as they are on some other platforms, hashtags can help with the categorisation and discovery of your video. The general best practice is to use a small number, perhaps between three and five, that are highly relevant to your video’s topic.

It is important to avoid “keyword stuffing,” which is the practice of just listing a block of keywords without any context. This is a poor practice that can be penalised. Your keywords should always be integrated naturally into readable sentences.

In summary, a strong YouTube description starts with a compelling, keyword-rich opening, provides a helpful summary of the content, uses timestamps for easy navigation, includes valuable links, and finishes with a few strategic hashtags. It should be written to serve both your viewer and the search algorithm.

Cheers,

Jeff

Understanding “Bounce Rate” requires knowing that its definition and importance have changed with the shift from the old Universal Analytics (UA) to the current Google Analytics 4 (GA4).

First, let us look at the old definition of Bounce Rate from Universal Analytics, which is what most people are familiar with. In that system, a bounce was a session that triggered only a single request to the server. This meant a user landed on a page and then left without clicking on another page or interacting in any other way that sent information back to Analytics.

Under this old definition, a high bounce rate was not always a bad thing. For example, if a user found your blog post through a Google search, landed on the page, read the entire article to get the answer they needed, and then left completely satisfied, that was counted as a bounce. This was a successful visit, but it looked like a negative signal. Similarly, a user might land on your contact page, find your phone number, and leave to call you – another successful visit counted as a bounce. A high bounce rate was only truly a problem on pages where you expected further interaction, like a homepage or a product category page.

Second, because of this ambiguity, Google Analytics 4 has largely replaced Bounce Rate with a more useful, positive metric called “Engagement Rate.” An “engaged session” in GA4 is one that meets at least one of these criteria: it lasts longer than 10 seconds (this duration can be adjusted), it includes a conversion event, or it has at least two pageviews. Your Engagement Rate is the percentage of total sessions that were engaged. In GA4, a high Engagement Rate is always a good sign.

Third, while it was not there initially, Bounce Rate has been re-introduced as an optional metric in some GA4 reports, but it is now calculated differently and more logically. In GA4, the Bounce Rate is simply the inverse of the Engagement Rate. If your Engagement Rate is 75%, your Bounce Rate is 25%.

Therefore, to answer your question for 2025: a high Bounce Rate in GA4 is now a much clearer indicator of a problem than it used to be, as it directly reflects a low Engagement Rate.

In summary, you should now focus primarily on your Engagement Rate, where a higher number is better. If you do look at the Bounce Rate metric in GA4, remember that it is just the opposite of your Engagement Rate, so a high number is generally a bad sign that indicates users are not interacting with your page.

Cheers,

Jeff

While there are tens of thousands of WordPress plugins available, a new website only needs a small number of essential ones to cover the critical areas of security, performance, and optimisation. Focusing on these core categories will provide a solid foundation.

First, a Security Plugin is non-negotiable. The popularity of WordPress also makes it a target, so you need to be proactive about security. A good security plugin will provide a firewall to block malicious traffic, scan your files for malware, and limit login attempts to protect against brute-force attacks. Well-regarded options include Wordfence Security and Solid Security (which was formerly known as iThemes Security).

Second, you absolutely must have a Backup Plugin. Your website’s data is one of your most valuable assets. A reliable backup plugin will automatically create complete copies of your site—its files and database—and allow you to store them in a secure, off-site location like Google Drive, Dropbox, or Amazon S3. This is your safety net; if anything goes wrong, you can restore your site quickly. UpdraftPlus is a very popular and reliable choice for this.

Third, an SEO Plugin is essential if you want your site to be found on search engines like Google. An SEO plugin helps you manage crucial on-page elements like titles and meta descriptions, it creates an XML sitemap for search engines to crawl, and it provides guidance on optimising your posts and pages. The most popular and comprehensive choices are typically Yoast SEO and Rank Math.

Fourth, to improve your website’s speed, you should use a Caching Plugin. Website performance is critical for both user experience and SEO. A caching plugin creates static HTML versions of your pages, which load much faster for your visitors because the server does not have to process PHP scripts and database queries every time. Popular and effective caching plugins include WP Rocket, which is a premium option, or free alternatives like LiteSpeed Cache (if your web host uses a LiteSpeed server) and W3 Total Cache.

And fifth, if your website has a comments section or contact forms, an Anti-Spam Plugin is necessary to prevent being inundated with junk submissions. Akismet is the classic example that often comes pre-installed with WordPress and works very well.

Beyond these core essentials, you might add other plugins based on your specific needs, such as a contact form plugin or an e-commerce plugin. However, starting with a quality plugin for each of these five categories—security, backups, SEO, caching, and spam protection—will set your new WordPress website on a very solid and secure foundation. Always choose well-regarded plugins with recent updates and good reviews, and avoid installing more plugins than you truly need.

Cheers,

Jeff

Developing strong writing skills is key to the success of a blog. Avoiding a few common mistakes can dramatically improve the readability of your posts and how well they engage your audience.

First, one of the most frequent errors is writing overly long paragraphs and sentences. People tend to scan content on the web rather than reading every single word. Large blocks of text are visually intimidating and difficult to read on a screen, especially on mobile devices. You should use short paragraphs, often just one to three sentences long, and vary your sentence length to create a more engaging rhythm.

Second, a common habit to avoid is using the passive voice too often. While it is not grammatically incorrect, writing in an active voice generally makes your content more direct, concise, and powerful. For example, “Our team analysed the data” (active) is much stronger than “The data was analysed by our team” (passive).

Third, many new bloggers adopt a tone that is too academic or formal. Unless your blog is specifically for a highly academic or technical audience, a conversational and approachable tone is almost always more effective. A good practice is to write as though you are explaining the topic to a friend.

Fourth, a major mistake is not using headings and subheadings. A long article with no formatting to break it up becomes a “wall of text.” Using clear, descriptive headings (such as H2s and H3s) organises your content, makes it easily scannable for readers looking for specific information, and also helps search engines understand the structure of your post.

Fifth, you must proofread your work thoroughly. Simple spelling mistakes and grammatical errors can quickly undermine your credibility and make your work seem unprofessional. It is always a good idea to read your post aloud before publishing, which helps to catch awkward phrasing, or to use a reliable grammar checking tool.

Sixth, another common pitfall is burying the main point. You need to get to the subject of your post quickly. Your introduction should hook the reader and clearly state what the article is about and why it is valuable for them to read. Avoid long, rambling introductions that do not provide immediate value.

And seventh, a foundational mistake is not writing with a clear audience in mind. If you try to write for everyone, you often end up connecting with no one. You should always have a clear picture of your ideal reader, and write your content specifically for them, addressing their unique problems and using language that they understand.

The key is to write for the web. Use short paragraphs, an active voice, and clear formatting. Keep your specific audience in mind, deliver value quickly, and always check your work for errors.

Cheers,

Jeff

The TikTok Creativity Program Beta is the platform’s current monetisation program for video creators, designed to offer significantly higher earning potential by rewarding more engaging, longer-form content. It effectively replaces the original Creator Fund with a new payment model.

The program works by paying eligible creators based on the performance of their qualifying videos, specifically using an RPM (Revenue Per Mille, or revenue per 1,000 qualified views) model. This is different from the old Creator Fund, which was a static pool of money shared among all participants. The new RPM-based system is designed to be more transparent and generally results in much higher payouts for the same number of views.

There are several key eligibility requirements you must meet to join the program. First, you must be at least 18 years of age. Second, you need to meet a minimum follower threshold, which is currently set at 10,000 followers. Third, your videos must have accumulated at least 100,000 authentic video views in the last 30 days. Fourth, your account must be in good standing, without a history of repeated Community Guideline violations.

A very important requirement is that the program is only available in select countries. TikTok has been gradually expanding the list, but you must be located in an eligible region to apply. As of now, this includes countries like the United States, United Kingdom, France, Germany, and others, but you should always check the most current list on TikTok’s official site to see if your country is included.

Furthermore, once you are in the program, there are also eligibility requirements for a video to earn money. First, a video must be over one minute long. Second, it must be high-quality, original content. Re-uploads, low-effort Duets or Stitches, and unoriginal content are generally not eligible. And third, you earn based on “qualified views,” which are legitimate views from the “For You” page that meet a minimum watch time.

Eligible creators can typically apply directly through the TikTok app by navigating to the “Creator Tools” section.

In summary, the Creativity Program Beta pays more by rewarding longer, original videos. To join, you generally need to be 18 or older, have at least 10,000 followers, and have 100,000 views in the last 30 days, provided the program is available in your country.

Cheers,

Jeff

What is considered a “good” engagement rate on TikTok can vary based on factors like your niche and audience size, but there are some generally accepted benchmarks for 2025. First, it is helpful to clarify the calculation. The most common way to calculate the engagement rate for a video is to add your total likes, comments, and shares, divide that sum by your total number of views, and then multiply by 100 to get a percentage.

It is important to recognise that engagement rates on TikTok are typically much higher than on many other social media platforms. As a general rule, an engagement rate between 4% and 8% is often considered quite good or average for a broad range of accounts.

An engagement rate that is consistently above 10% is generally considered to be very strong, indicating that your content is resonating exceptionally well with the audience it is reaching.

However, a crucial factor to consider is your follower count. Accounts with a smaller number of followers, for example under 10,000, will often see much higher average engagement rates compared to massive accounts with millions of followers. This is because it is easier to have a higher percentage of a smaller, more dedicated community interact with your content. It would not be unusual for a small, healthy account to see engagement rates of 15% or even higher, which is excellent. As an account grows, the overall rate often naturally decreases slightly.

While the engagement rate is a very useful metric for the health of your content, it is also important to remember that it is just one signal. The TikTok algorithm also places a very high value on other metrics that are not included in that calculation, particularly average watch time and the video completion rate. A video with a slightly lower engagement rate but an extremely high completion rate might still perform very well on the “For You” page.

The most effective way to use this metric is to track your own average engagement rate over time. Your primary goal should be to maintain or improve your own benchmark, rather than comparing yourself too strictly to others. Use your engagement rate to identify which specific types of content, formats, or topics perform best for your particular audience, and then create more of what works.

In summary, while a rate of 4% to 8% is a solid benchmark, and over 10% is excellent, this will vary with your follower size. The most important thing is to track your own average and focus on creating content that improves it, paying close attention to both the engagement rate and your video’s watch time.

Cheers,

Jeff

While there is no guaranteed formula for making a video go viral on TikTok, a close analysis of videos that have achieved massive reach reveals several common elements that significantly increase the chances of success.

First, virtually every viral video has a very strong hook. The first one to three seconds of the video must immediately grab the viewer’s attention and give them a reason to stop scrolling. This can be achieved through a surprising visual, by posing an intriguing question, or by making a bold or controversial statement.

Second, they almost always evoke a strong emotional response. The content makes the viewer feel something powerful, whether that is intense laughter, shock, inspiration, empathy, or nostalgia. This emotional connection is what primarily compels a viewer to comment and share the video with others.

Third, the content is often highly relatable. Viral videos frequently tap into a shared human experience, a common frustration, or a universal truth. This makes a very large number of people feel a personal connection to the content, prompting them to engage with it.

Fourth, they tend to have a high rewatchability factor. The video might be so short and satisfying, so visually interesting, or have a punchline or reveal so good that people watch it multiple times. High completion rates and rewatches are extremely powerful positive signals to the TikTok algorithm.

Fifth, many viral videos make clever use of trending sounds or formats. While not a requirement, skillfully participating in a current trend provides a built-in context and allows you to tap into an audience that is already engaging with that sound or format. The key is to add a unique, creative, or exceptionally well-executed spin to the trend.

Sixth, the video provides a clear element of value or entertainment. It either teaches the viewer something useful in a quick and easily digestible way, often presented as a “hack” or a tip, or it is purely and effectively entertaining.

And seventh, the concept is usually simple and easy to understand across different cultures and languages. The most viral videos often do not require a lot of niche context to be understood and enjoyed.

Even with all these elements in place, there is still an element of luck and timing involved in what the algorithm chooses to distribute on a massive scale. However, by consistently aiming to include a powerful hook, an emotional trigger, and a high rewatch factor in your videos, you will greatly improve your chances of having one of them take off.

Cheers,

Jeff

The TikTok Creativity Program Beta was specifically designed by TikTok to offer significantly higher earning potential for creators compared to the original Creator Fund. It operates on a different payment model and has stricter eligibility requirements for the content itself.

First, it is important to understand the old Creator Fund model. It was based on a large but ultimately static pool of funds that was distributed among all eligible creators. Your share was calculated based on a variety of factors, including video views and engagement. A common criticism was that as more creators joined and more videos went viral, the amount paid per thousand views often became very low and unpredictable.

Second, the new Creativity Program Beta completely changes this model. It does not use a static fund. Instead, it pays creators based on an RPM (Revenue Per Mille, or revenue per 1,000 qualified views). This RPM-based model is more transparent and is designed to be more sustainable and rewarding. The RPM rate itself can fluctuate based on factors such as the region of the viewers, the video’s overall engagement, and its advertising value. The key takeaway is that creators in the program almost universally report a much higher RPM and therefore significantly higher earnings for the same number of views compared to the old fund.

Third, and this is the most critical difference, there are stricter eligibility requirements for your videos to earn money in the Creativity Program. First, to qualify, a video must be over one minute long. Second, it must be high-quality, original content; re-uploads of other people’s content, low-effort Stitches or Duets, or photo slideshows are often deemed ineligible. And third, you earn based on “qualified views.” A qualified view is typically one from the “For You” page, must last for at least a few seconds, and cannot be from a bot or the creator themselves. Views from search or from your own profile often do not count towards monetisation.

The payout difference is substantial. While individual RPMs vary, many creators have reported earning anywhere from 10 to 20 times more per thousand views under the Creativity Program Beta than they did in the old Creator Fund. The trade-off is that videos under one minute long, which were the bread and butter of the old fund, are not eligible to earn at all in the new program.

In summary, the Creativity Program Beta pays significantly more because it uses a more direct, performance-based RPM model. However, it is specifically designed to reward creators who produce longer, more engaging, and higher-quality original video content.

Cheers,

Jeff