Mark was introduced to Dr. Lipov towards the end of March 2023, by a mutual colleague who handles his publicity. Already engaged in a busy press junket for his new book, The Invisible Machine, released April 11, 2023, Dr. Lipov had created a new Youtube channel to support its marketing and, for what is essentially, a representation of his life’s work. He had uploaded 53 videos to the channel — all were insufficiently titled (from an SEO perspective) and, virtually, none had a summary description.

During the initial conversation, Dr. Lipov expressed that optimizing the Youtube channel needed to be optimized “yesterday.” The subsequent conversation resulted in the hiring, at which time Mark promised it would be completed in three days.

Ultimately, optimizing the Youtube channel took four days. Nevertheless, Dr. Lipov was impressed and the process proved to be valuable for what was to come, in the very near future.

The most important item of optimizing any video is the title, so making efficient use of the 100 characters that are allowed is essential. The imminent book release and associated media might result in a surge of online queries, so Mark proceeded accordingly. Among the tasks:

• (naturally) watched each of the 53 videos;
• identified a set of relevant keywords;
• researched the client’s career and, depending on the video, explored deeper for context;
• distilled information from two different publicity agencies, to edit into each video’s description;
• created an on-brand video thumbnail template, used for each upload;
• began organizing video content into themed playlists.

The next few weeks saw more of the same as new video footage surrounding the book release emerged. In sum, the process resulted in a de facto education on the work of his client.