Video hacks - phil nottingham @ brighton seo

Common Approach to Video Marketing
@philnottinghamPhil Nottingham
Pay a
creative
agency to
make it
Upload
video to
YouTube
Pay for
loads of
advertising
and seeing
Have idea
for a Video
Decide you
want to
create a
video
“optimise”
video
????
Pay for
loads of
pre-roll
advertising

phil.nottingham@distilled.net
@philnottingham
• Video Marketing Expert
• Semi-Professional Pirate
• Draft Ale Enthusiast
PHIL NOTTINGHAM
Head of Trolling and Memes, Distilled

Form
Must
Follow
Function

Use Video when it’s the
right form of content
for an idea

Let business
goals drive both
the technical
& creative

Three main goals for Video
@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy

How can I work out what
my audience care about?
(Hopefully) a number of people

Know your customer conversion funnel
@philnottinghamhttp://www.distilled.net/blog/distilled/content/kill-it-in-content-
creation-by-knowing-your-customer-conversion-funnel/

Internal Site Search

Keyword Research

Persona Research
KRAZY KELVIN
Loves:
• Video game music
• Baggy jeans
• Links
Hates:
• Those kinds of
links…

Competitor Analysis

Analysis in Different Verticals

We can’t afford to make
videos ourselves
Some people in the audience, probably sat near the back

£7.5K Video Studio Shopping list
• Canon 5d MK III - £3000
• 50mm lens - £300
• Arri Softbank lighting kit - £2000
• Manfrotto tripod - £450
• Rode VideoMic Pro - £150
• Zoom h1portable recorder - £200
• Sennheiser Wireless lav mic system - £1000
• Backgrop & Greenscreen - £400

£5K Video Studio Shopping list
• Canon 7d - £1500
• 50mm lens - £300
• Arri Compact fresnel kit - £1500
• Tripod - £150
• Zoom h1portable recorder - £200
• Sennheiser Wireless lav mic system - £1000
• Backgrop & Greenscreen - £400

£1K Video Studio Shopping list
• Canon 600d- £400
• Impact three light kit - £100
• Tripod - £30
• Tascam portable recorder - £150
• Shure wired lavalier - £150

Yeah... but Phil…we don’t
have the skills to produce
video…
Several cynical and grumpy people in the audience

The people who do are cheap
• http://www.mandy.com
• http://www.shootingpeople.org
• http://searchlight.com
• http://skillset.org
• http://www.productionbase.co.uk
• http://www.filmandtvpro.com/uk/

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

How do I set up for
filming?
Enthusiastic audience members

Focus lighting to eliminate
shadow and get a balanced
colour on the subject

Greaseproof Paper FTW!

No chequered shirts or stripes

How do I get my raw
footage looking good?

Good Sound is more
important than good picture

Get the microphone as close as
possible to the persons face

Best Software for Screencasting
PC
Mac

Supplement your footage with stock
content as required

Quick Mobile screen mock-ups
@philnottinghamhttp://placeit.breezi.com/

Get a designer to build your animation
assets

You can outsource:
• Filming
• Editing
• Design
• Animation

You can’t outsource:
• Giving a shit
• Knowing what the fuck
you’re talking about
• Being yourself

Out of the box
solutions
Skilled
videographers

You don’t have to reinvent the wheel
every time

Recut and re-edit a library
of footage to build your videos

Get videos ranking with a rich snippet

How?

Create and submit a video sitemap
@philnottinghamhttp://www.distilled.net/blog/video/creating-video-
sitemaps-for-each-video-hosting-platform/

How can I work out
whether my pages will
benefit from having video
rich snippets?
Someone in the audience

Split Test SERPs with Mechanical Turk
@philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/

Create transcriptions and
put them in the HTML
• Valuable for users
• Provides unique and relevant text for
product pages

Best paid transcription service

Facebook Open Graph

Twitter Cards

Build a great presence on
YouTube

Use the YouTube Keyword
Tool for Idea Generation
@philnottinghamhttps://ads.youtube.com/keyword_tool

Measure user engagement,
not views
@philnottinghamhttps://www.youtube.com/analytics

Mark those with low
engagement as “unlisted”
Phil Nottingham

Ensure
consistent quality
to boost overall rankings

How can I optimise my
YouTube videos for
success with TrueView
advertising

1597 Upvotes
http://www.reddit.com/comments/1c2fta

Ensure you force engagement
withinin the first five seconds

Ad Spend = Social Proof

77,000 Views
Cost - £5000
(Avg. CPV = 6p)

Pay for Ads = FREE OVERLAYS!!!

Don’t expect said links to
drive traffic

I’ve done some research….

95 Individual Company
YouTube Channels

904,053,617 Views

Av. CTR = 0.72%

YouTube does not typically
drive much traffic back to
your site

Main marketing value from
YouTube…
brand awareness
@philnottinghamhttp://moz.com/blog/the-marketing-value-of-youtube

When people embed a YouTube / Vimeo
video – they don’t link to your site.

How can I prevent this?

Ensure the video is only
visible on your domain to
start with

Automatically includes a link back to
your domain

If you don’t want to use Wistia
I’ve made you a tool….
http://dis.tl/video-embed-generator

But… YouTube and Vimeo can
generate social traction

• Securely host
• Outreach
• Put on YouTube afterwards

Bait and Switch!

Use OSE to work out who has
linked to the videos

Outreach with a value proposition

Agency side?
Do your clients have
successful YouTube
videos?

Interview your customers

Interview authorities in your niche
@philnottinghamhttp://www.landlordlawblog.co.uk/2013/01/15/tessa-has-
a-bad-hair-day-and-gives-out-some-advice-on-camera/

Interview your friends & competitors
@philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link-
building-and-more-at-linklove/
Thanks for the
link
SEOgadget!

I have absolutely no budget
at all for video because I work
for a terrible company and I’m
desperately miserable. Is
there anything I can do?
Someone in the audience

Custom YouTube Playlists
@philnottinghamhttps://developers.google.com/youtube/

http://dis.tl/youtube-playlists-tool
@philnottingham

Vine
@philnottinghamhttps://vine.co/v/bvP0zgpe9Oa

Instagram Video
@philnottingham
http://mashable.com/2013/06/20/instagram-
video-brands/

Hangout on air
@philnottingham
http://www.google.com/+/learnmore/hangouts/on
air.html

Get yourself one
of these bad
boys!
Samson CO1U -
£60

Where should I host my
video?
At least five emails that Phil gets per week

What are you trying to
achieve?
Phil Nottingham

Hosting Options
@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
Self Host YouTube
Self host, then
YouTube

“I want rich snippets, links
and my video on YouTube.
Can’t I do both self
hosting and YouTube all
the time?”
Several people in the audience

Technical Implementation
can cannibalise

Content will best support a
goal…
…when it’s created with that
goal in mind

Slight adjustments in
targeting will allow you to
repurpose

Segment your strategy by goal
Re-edit a library
of content to get there

Thanks.
Any questions?
FOLLOW ME ON THE INTERTWITTERS!!!!
@philnottingham

Video hacks - phil nottingham @ brighton seo

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