8. Common Method – Form Driven
We need to do video
What can we do a video about?
Make video
Optimise Video
Phil Nottingham @philnottingham
9. Strategic Approach – Goal Driven
We need to improve “X”
What’s the best way to do that?
Video?
Define technical and creative strategy
Phil Nottingham @philnottingham
10. In SEO, there’s 4 possible goals
where video might be the answer
Phil Nottingham @philnottingham
11.
12. What is a video rich snippet?
http://www.kurtzandblum.com @philnottingham
13. Why would you want one?
Kurtz and Blum created 53 Videos for
commercial landing page ($4K)
Phil Nottingham @philnottingham
14. Why would you want one?
They got 51/53 ranking with video rich
snippets
Phil Nottingham @philnottingham
15. Why would you want one?
Organic traffic up by 14% month on
month
Phil Nottingham @philnottingham
16. How do I get video rich
snippets?
Phil Nottingham @philnottingham
17. Host on your own server or
with one of these providers
Phil Nottingham @philnottingham
18. Create and submit an
XML Video Sitemap
http://www.distilled.net/blog/video/creating-video-
sitemaps-for-each-video-hosting-platform/ @philnottingham
19. Or just use this one…
http://www.wistia.com @philnottingham
20. What kind of content
should you have to get
rich snippets?”
Phil Nottingham @philnottingham
53. How and when do
people link to video?
Embed Content Link to Pages
• Only when it’s directly valuable to • When it’s a good resource
their audience • When it’s entertaining
• When it’s informational
Phil Nottingham @philnottingham
54. Video as part of a page type
145 Linking
Root Domains
http://www.simplybusiness.co.uk/microsites/wordpress-for-
small-businesses/ @philnottingham
55. Video link bait
Video on owner’s
domain:
9494 links
from 248 Domains
http://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-
computer-virus/ @philnottingham
56. Video link bait
But……video on vimeo.com
4879 links from 515 domains
http://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-
computer-virus/ @philnottingham
57. Make sure links only go to
your site, not hosting
platform
Phil Nottingham @philnottingham
66. Views don’t necessarily equal
success
For B2B, your audience
should be necessarily limited
Phil Nottingham @philnottingham
67. Metrics you should care about
• Organic Traffic to landing page
• % Increase from keywords delivering rich snippets.
Phil Nottingham @philnottingham
68. Metrics you should care about
• Conversion rate of pages with video on
Phil Nottingham @philnottingham
69. Metrics you should care about
• Branded search traffic
• Enquiries
• Engagement with YouTube analytics
Phil Nottingham @philnottingham
70. Metrics you should care about
• Links to pages with video on
• Social shares of pages with video on
• Video embeds
Phil Nottingham @philnottingham
71. Can I have it all?
Phil Nottingham @philnottingham
72. Inappropriate content Inappropriate
and outranked by content
YouTube for some
keywords Traffic and
Conversions
“Can I have it all?”
Links and
Brand
Social
Awareness
Shares
Some links point to YouTube
73. Inappropriate content/
Outranked by YouTube
for some keywords
Some Links
Inappropriate
Point to
content
YouTube
74. Hit every goal – but with
different pieces of content
Phil Nottingham @philnottingham
75. Your strategy comes before
you create your videos, not
after
Phil Nottingham @philnottingham
76. SEO is a B2B industry…
Phil Nottingham @philnottingham
Make a video if that’s the right formatGo through this explicitly. – use conversion example.
One thing that I think makes the complete difference between success and failure in this space.Today I’m going to show you what that looks like…...
ImprovingCOnversions
Not B2b, but nice SMB example
Not B2b, but nice SMB example
Not B2b, but nice SMB example
Not B2b, but nice SMB example
Make sure the content is only available on your site. Only visible when it’s on your site.
Easiest and simplest wayInclude rest of stuff from building blocks….
Easiest and simplest wayInclude rest of stuff from building blocks….
Improving ConversionsIf you’re trying to get rich snippets – It should ultimately be for pages you want to get more traffic to – normally pages that have an element of a conversion focus. Money Pages/informational pages.Etc…
Unique content on product pages.Why do you need these? Google don’t understand videoSpeechPad cheapest.Some people read the text rather than watch video.
Add images of area you need people to click to convert vs the product page
Sorry guys, Ibigged you up, now I’m gonna slap you downLook how much traffic you’re leakingI know the argument is that this provides value – but would this traffic not be better driven back to your own site?
Everyone put your hands up.
Everyone put your hands up.
Everyone put your hands up.
Improving ConversionsIf you’re trying to get rich snippets – It should ultimately be for pages you want to get more traffic to – normally pages that have an element of a conversion focus. Money Pages/informational pages.Etc…
It’s also an Ad network, but the main value you get from ads, again, is brand awareness.You need to be treating it like a social platform as much as a search engines
Calling YouTube a search engine is like calling amazon a search engine.
YouTube Keyword Tool stopped working
Explain what part select do.
Explain what part select do.
Explain what part select do.
Explain what part select do.
Explain what part select do.
Explain what part select do.
Explain what part select do.
Dollar Shave Club Example
Stop Killing Kittens.
Don’t be silly with this – Anchor text, link to the page with video.
Stop Killing Kittens.
Stop Killing Kittens.
Stop Killing Kittens.
Don’t be silly with this – Anchor text, link to the page with video.
Everyone put your hands up.
The kind of content you use to achieve brand awareness on YouTube is NOT the kind of thing that will help conversions on your own site. Each goal requires unique targeting as well as unique technical points.Mention Dollar Shave club.So – you can do both IF you have content usually suitable for both – but you will compromise the effectiveness of each Goal
The kind of content you use to achieve brand awareness on YouTube is NOT the kind of thing that will help conversions on your own site. Each goal requires unique targeting as well as unique technical points
