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Phil Nottingham
SEO Consultant, Distilled
phil.nottingham@distilled.net
@philnottingham
Two years ago I got a job at Distilled
As something called an “SEO”
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
I’m originally from a background in
Theatre and Film
Perception
Reality
Phil’s first day at Distilled
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Phil’s second week at Distilled
I edited and launched our first set
of conference videos
I got bored and gave Rand and Will lightsabers
We then started playing with video as
a media type for marketing
Along the way, I’ve
accidentally become
responsible for Distilled’s
video strategy
Distilled Circa 2013
We’ve hired
Margarita
http://www.distilled.net/about/people/margarita-Iosef/
We’ve started integrating video into
more of our marketing campaigns
We’ve started creating video for clients
But we’re just getting started
Leveraging Video for Link
Building
PHIL NOTTINGHAM
Something absolutely no
one is doing.
Phil Nottingham, 2013
@philnottingham
This video was not made for links
philnottinghamhttp://www.dollarshaveclub.com/
I’ve wanted to give this talk since I
joined Distilled
Link building
opportunities
with video
Things
SEO’s
are doing
@philnottingham
Doing video generally right
Two core principles:
1. Only when the message would be
lost by any other medium
2. Have a goal in mind
@philnottingham
There are essentially three things
video is good for
@philnottingham
http://www.seomoz.org/blog/building-a-video-seo-
strategy
(Fame)
Example
@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
A creative story attached to your brand
Stuff you should be
putting on social platforms
@philnottingham
http://www.seomoz.org/blog/the-marketing-value-of-
youtube
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Product videos – created for pages
@philnottinghamhttp://www.appliancesonline.co.uk
Get rich snippets
@philnottinghamhttp://www.kurtzandblum.com
Secure hosting and a video sitemap
@philnottingham
http://www.distilled.net/blog/video/creating-video-
sitemaps-for-each-video-hosting-platform/
YouTube will steal your traffic
@philnottinghamhttp://www.youtube.com/appliancesonline
And provide nothing in return
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
This is what I’m going to
cover today
Video as Link Bait
2 ways people link to videos
How and when do people link to videos?
Link to Pages Embed Videos
When it’s a good resource
When it’s entertaining
When it’s informational
Only when it’s directly valuable
to their audience
@philnottingham
Approach 1: Video as part
of a Page Type
@philnottingham
http://www.simplybusiness.co.uk/microsites/wordpress-
for-small-businesses/
190 linking
root domains
http://www.simplybusiness.co.uk/microsites/youtube-for-
small-business/
New Integrations of HTML5 and JQuery
@philnottinghamhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remi
xed_and_popped.html
http://cloudsovercuba.com/
Approach 2: Creating a
video others will Embed
This normally isn’t “viral content”
@philnottingham
What does it look like then?
Provide value for the target site’s
audience:
• Instruct
• Educate
• Entertain
@philnottingham
http://www.abc.net.au/tv/hungrybeast/
It got awesome links
@philnottingham
http://www.forbes.com/sites/matthewnewton/2011/06/30/a
natonomy-of-a-computer-virus/
It got awesome links
@philnottingham
http://www.scientificamerican.com/article.cfm?id=stuxnet-
like-viruses-remain-a-top-us-security-risk
682 links from 214 Domains
To video on abc.net.au
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
6,608 links from 517 domains
To video on vimeo.com
Vimeo embeds allow users to include a text
attribution link
@philnottingham
But those links always point to the user
profile on vimeo.com
@philnottingham
Same is true with all social video platforms…
@philnottingham
How can I prevent this?
Ensure the video is only
visible on your domain
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
The best platform by some distance
@philnottingham
Customise your embed code to
include a link
<iframe
src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&pla
yerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=tru
e" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed"
name="wistia_embed" width="768" height="432"></iframe></br>via <a
href="http://www.example.com/product-page">Distilled's client</a>
@philnottinghamhttp://dis.tl/video-embed-generator
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
http://dis.tl/video-embed-generator
@philnottingham
Great for branding, but not for link bait!
@philnottingham
But… YouTube can generate social traction
@philnottingham
http://seogadget.com/great-marketing-often-misses-the-
mark-on-seo/
53 Million Views
1 Million Likes
93 Links (to Dove’s site)
How can I know whether my content is
relevant for the YouTube Audience?
@philnottinghamhttps://www.youtube.com/keyword_tool
Using YouTube to build
Links
Bait and Switch
(white hat style)
• Securely host
• Outreach
• Put on YouTube afterwards
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Pay for viral seeding but
benefit from second order
shares and links.
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Managed to get Google penalised
@philnottingham
http://www.theverge.com/web/2012/1/3/2678948/google
-unruly-media-response-chrome-sponsored-post
Customisable sharing buttons
Video Council
Winner Best Content
Distribution Service
Winner Digital Innovator of
the Year
Winner 2012 Digital
Innovation Award
Smarter YouTube
Advertising
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
1597 Upvotes
http://www.reddit.com/comments/1c2fta
Advertise your content,
not your product
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Retarget using the
Google Display Network
@philnottingham
Leverage other Video
Assets
Having richer page types
correlates with more
natural links
Average LRDs per blog post
202 192
0
50
100
150
200
250
With Video Without Video
@philnottingham
Average Likes per blog post
640
484
0
100
200
300
400
500
600
700
With Video Without Video
@philnottingham
Average Tweets per blog post
327
252
0
50
100
150
200
250
300
350
With Video Without Video
@philnottingham
Average +1s per blog post
327
252
0
50
100
150
200
250
300
350
With Video Without Video
@philnottingham
Average shares of blog posts by media type – moz.com
@philnottinghamhttp://www.distilled.net/training/video-marketing-guide/
202 279 382 258
720
1162
1158
1215
87
166
152 176
0
200
400
600
800
1000
1200
1400
1600
1800
Text Only Image and Text Video and Text All three media
types
Plus Ones
Tweets
Likes
@philnottinghamhttp://www.zappos.com/
@philnottinghamhttp://www.appliancesonline.co.uk/
Wistia have videos on almost every page
@philnottinghamhttp://wistia.com/labs/
They’re killing it – good job guys!
@philnottingham
Video integrated within wider
content strategy
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Re-edit existing assets for
partnerships
Give them the embed code, not the raw file
@philnottingham
Make stuff for others
Great content gets you
top-tier
guest posts
@philnottingham
techsmith.com – DA92
@philnottingham
http://blogs.techsmith.com/tips-how-tos/video-for-small-
business/#.UZTzDbWG2So
Interview your friends & competitors
@philnottingham
http://seogadget.com/awsome-excel-skills-for-link-
building-and-more-at-linklove/
Thanks for the
link
SEOgadget!
Invest in the skills and facilities
@philnottinghamhttp://www.simplybusiness.co.uk/
Simply Business spent
~ $15,000
Interview your customers
@philnottingham
Interview authorities in your niche
@philnottingham
http://www.landlordlawblog.co.uk/2013/01/15/tessa-has-
a-bad-hair-day-and-gives-out-some-advice-on-camera/
Supporting Blogging
strategy with Video
Everyone should be doing
this. Yes, everyone.
Phil Nottingham, 2013
@philnottingham
Series > One-offs
@philnottingham
More scalable to produce
@philnottingham
http://www.youtube.com/playlist?list=PLaUepPJV0nAP2
0cyu55PfQw2Pu7vsvAYi
$700 Camcorder
$50 Tripod
$300 audio interface
$100 lapel microphone set
$500 lighting rig
Total: $1650
@philnottingham
Build a content series for
social video platforms
Blip.TV – DA93
@philnottinghamMust be completely non-branded and informational.
Dailymotion (DA97) – followed links for “motionmakers”
@philnottinghamhttp://www.dailymotion.com/gb/motionmaker
Photobucket (DA95) – followed profile links
@philnottinghamhttp://www.photobucket.com
Using Video to Boost PR
Efforts
Video News Releases – get journalists to notice you
@philnottingham
http://www.bbc.co.uk/guidelines/editorialguidelines/page
/guidance-video-news-releases
Augmenting corporate and People Pages
@philnottingham
https://www.huddle.com/resources/collaboration-
videos/huddle-behind-the-scenes/
Building links with no
budget at all for video
Custom YouTube Playlists
@philnottinghamhttps://developers.google.com/youtube/
http://dis.tl/youtube-playlists-tool
@philnottingham
…or hangout on air
@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html
Final Thoughts…
Why is no one doing this?
We don’t have the budget
A lot of agencies
@philnottingham
This is partially true
@philnottingham
http://www.seomoz.org/seo-industry-survey#spending-
and-budgets
Average
consulting
budgets are ~
$2000 per month
But short sighted
@philnottinghamhttp://www.unrulymedia.com/article/10-04-2013/video-advertising-
market-increases-46-2012-digital-spend-smashes-£5billion-mark-f
Pitch for a fraction of these budgets
Pitch to go slower
@philnottingham
Benefits go past just the links
@philnottingham
Activity that will hold its value
even if/when links become a
less important signal.
@philnottingham
Making better pages and
better marketing channels
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Yeah... but Phil…I don’t
have the skills to produce
video…
Several people in the audience
@philnottingham
The people who do are cheap
• http://www.mandy.com
• http://www.shootingpeople.org
• http://searchlight.com
• http://skillset.org
• http://www.productionhub.com
• http://www.filmandtvpro.com/us/
@philnottingham
There’s tons of resources online to
help you learn
• http://www.creativecow.net
• http://philipbloom.net/
• http://www.lynda.com
• http://ae.tutsplus.com
• http://www.videocopilot.net
• http://www.izzyvideo.com
• http://finalcutking.com
@philnottingham
Think Big
@philnottingham
Start Small
@philnottingham
SearchLove Boston 2013_Phil Nottingham_Leveraging video for links
Thanks.
Any questions?
PHIL NOTTINGHAM
phil.nottingham@distilled.net
@philnottingham

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SearchLove Boston 2013_Phil Nottingham_Leveraging video for links

Editor's Notes

  1. Conference videos – probably why they
  2. Have set up clients (SB) with their own studio.
  3. Lots of link building presentations have videos in them, but none of those videos were made for links
  4. Most of the links Dollar shave club have are from marketing sites saying how great the video is
  5. Lot of opportunity that people aren’t taking advantage of for tactical link building wins
  6. Be really fucking succinct.Mention will it blend
  7. Each goal is best served with different types of content and different technical implementation
  8. Talking about fame here.
  9. Double conversion rates
  10. 14% increase in traffic within one month just from this implementation
  11. LinksEmbeds
  12. Video only one format among many. It’s not a “thing”.
  13. Integral to the Page Type
  14. Typically informational rather than funny actionally - since you need people to embed it or link to it in the context of their own content - not just share it and upload it to Reddit. that stuff is all good too - but it’s more of an “awareness’ play, rather than something to directly build links.
  15. Not saying this was done specificly for links – but it got them.
  16. 59% Lost Link Equity
  17. Make yours the canonical – in the true sense of the word.This means you need to self host or use a secure third part platform
  18. Don’t be silly with this – Anchor text, link to the page with video.
  19. Include a bit refuting YouTube claim that you need to be there to capture the audience – Greg Jarboe thing
  20. If you’re trying to do viral stuff for branding – essentially creative stories – then YouTube is the right place
  21. Then outreach saying you have the HD versionIf one of your clients has put all their videos on YouTube … Tidy up
  22. Mention the Unruly penalised Google thing
  23. On reddit must be true.
  24. Retarget people with YouTube ads- advertising content you’ve done. - Why? YouTube is one of the TOP places people go to find information ...research how easy it is to pick keywords etc and tatget based on topics.
  25. Realtors – Estate Agents
  26. So recut your videos without branding
  27. Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  28. Pitch for a fraction of the money to move from paid to organic traffic.Just like SEOs pitch for more PPC bidget – pitch for video advertising
  29. Each goal is best served with different types of content and different technical implementation
  30. Go slower
  31. Go slower