Simple Strategies for Sophisticated Video SEO
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3Play Media, SafeNet, and Vidcaster joined forces for a webinar on simple strategies for video SEO. Vidcaster is integrated with 3Play Media to provide premium transcription and captioning services; ...

3Play Media, SafeNet, and Vidcaster joined forces for a webinar on simple strategies for video SEO. Vidcaster is integrated with 3Play Media to provide premium transcription and captioning services; SafeNet uses Vidcaster for their video platform and 3Play Media for video transcription to increase SEO.

SafeNet has put a concerted effort into their video SEO strategy. Jen presented webinar viewers with SafeNet’s top strategies for their video site:
- SafeNet houses their video site on a subdomain of their corporate domain.
- They use SEO-friendly categories and video URLs.
- They make sure their video content is optimized and search friendly, as well.
- SafeNet uses transcription to maximize keyword usage and searchability.
- They find it imperative to create a video sitemap, which helps Google index their content.
- They focus on inbound linking, strategically placing video on both internal and external sites.

Jen further discussed SafeNet’s best practices for video SEO, noting some important tactics that webinar viewers could implement. She suggested enabling embeds of your video on others’ websites, annotating your videos with duration and a short description, incorporating your videos into press releases, and considering outbound linking.

SafeNet conducted a short study recently to determine the impact of video transcription on search rank. They discovered that in merely three weeks, transcription could bring an unranked video to the first page of a search engine.

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Simple Strategies for Sophisticated Video SEO Presentation Transcript

  • 1. Simple Strategies for Sophisticated Video SEO #videoseo
  • 2. Jennifer Lewis Sr. Interactive Marketing Manager SafeNet @JenAtSafeNet Tole Khesin VP Marketing
 3Play Media
 @3playmedia Matt Childs Video Strategy 
 Vidcaster
 @mattychilds Moderated by Evy Wilkins Head of Marketing, Vidcaster
 @mainwilk Today’s Speakers #videoseo
  • 3. Introductions Agenda: 30 Minutes to Actionable Tips SafeNet’s Video Globalization Journey:
 How Video SEO Plays Into Our Global Inbound Marketing Mix Q & A #videoseo Speakers: @JenAtSafeNet, @3PlayMedia, @MattyChilds
  • 4. What’s the most challenging part about video SEO for you? #videoseo Poll #1
  • 5. • Video Experience Platform • Connecting Video to Your ROI Metrics • Manage, Enrich, Distribute & Analyze • Common Use Cases • Marketing • Training • Paywall What is Vidcaster?
  • 6. • Automated Video Site Maps for Proper Search Engine Indexing • Custom Site Maps for Advanced SEO • Easy Access to Video Metadata for Optimization • Integration with 3Play Media for High Quality Transcriptions Focused on Video SEO #videoseo
  • 7. About 3Play Media 1 ‣  Video captioning + transcription + subtitling ‣  MIT spinout in 2007 ‣  Based in Cambridge, MA ‣  800+ customers in enterprise, higher ed, entertainment
  • 8. Vidcaster + 3Play Media Integration 2
  • 9. Transcript + Captions (Subtitles) 3
  • 10. Why Transcribe? ‣  SEO: more inbound traffic 4 Transcript 1 min = 150 words
  • 11. Why Transcribe? ‣  SEO: more inbound traffic ‣  Accessibility for deaf and hard of hearing ‣  Better comprehension ‣  Flexibility to view in noise-sensitive environments 5 80% Caption users who don’t have a hearing disability Transcript 1 min = 150 words
  • 12. Why Transcribe? ‣  SEO: more inbound traffic ‣  Accessibility for deaf and hard of hearing ‣  Better comprehension ‣  Flexibility to view in noise-sensitive environments ‣  Search + navigation = Better user experience 6 80% Caption users who don’t have a hearing disability Transcript 1 min = 150 words 97%Users who said interactive transcripts enhanced experience
  • 13. Why Transcribe? ‣  SEO: more inbound traffic ‣  Accessibility for deaf and hard of hearing ‣  Better comprehension ‣  Flexibility to view in noise-sensitive environments ‣  Search + navigation = Better user experience ‣  May be required by law ‣  Content marketing ‣  Used as source for translation 7 80% Caption users who don’t have a hearing disability Transcript 1 min = 150 words 97%Users who said interactive transcripts enhanced experience
  • 14. How many videos do you manage today? #videoseo Poll #2
  • 15. © SafeNet Confidential and Proprietary SafeNet’s Video Globalization Journey: How Video SEO Plays Into Our Global Inbound Marketing Mix Jennifer Lewis Sr. Interactive Marketing Manager, SafeNet April 22, 2014
  • 16. 2 © SafeNet Confidential and Proprietary What We Do SafeNet is trusted to protect, control access to, and manage the worlds most sensitive data and high value applications We control access to the most sensitive corporate information– more than 35 million identities protected via tokens, smartcards, and mobile devices managed on- premise and in the cloud. We protect the most money that moves–over 80% of the world’s intra-bank fund transfers and nearly $1 trillion per day. We monetize the most high-value software–more than 100 million license keys protect and manage on-premise, embedded, and cloud applications globally. We are the de facto root of trust– deploying more than 86,000 key managers and protecting up to 750,000,000 encryption keys.
  • 17. 3 © SafeNet Confidential and Proprietary Who We Serve The world’s most trusted brands trust SafeNet to secure their sensitive information and monetize their software assets. REVENUE ~500m GLOBAL FOOTPRINT +25,000 Customers in 100 countries EMPLOYEES +1,500 In 25 countries UK Government
  • 18. 4 © SafeNet Confidential and Proprietary What Were Our Video Challenges? !   Here, There and Everywhere! !   Control Costs. !   Going Global. !   Space Limitations. !   Lead Generation. !   Score!
  • 19. 5 © SafeNet Confidential and Proprietary The Project Takes Shape: Key Requirements 1.  Must support global languages and allow us to filter by language 2.  Must reflect the terminology and organization structure we wanted (Tech support videos, webcasts, presentations, etc.) 3.  Must integrate with our marketing automation platform (Silverpop) 4.  Must be easily optimized for search engines 5.  Allows us to consolidate all of our videos into a single hosted location
  • 20. 6 © SafeNet Confidential and Proprietary The Sentinel Video Site Language selector 1 1 2 Search functionality 2 3 SEO-Friendly Tags3 http://sentinelvideos.safenet-inc.com
  • 21. 7 © SafeNet Confidential and Proprietary OK, now we have a great video site. What do we do with it?
  • 22. 8 © SafeNet Confidential and Proprietary Top SEO Strategies for Our Video Site 1.  Using SEO-friendly categories and video URLs 2.  Subdomain of our corporate domain 3.  Ensure our content is optimized and search friendly as well 4.  Implement transcriptions to maximize keyword usage 5.  Video site map – helps Google know what we have 6.  Strategic video placement on both internal and external sites to build inbound linking value
  • 23. 9 © SafeNet Confidential and Proprietary Some Additional Video SEO Best Practices !   Enabling embeds of your videos on others websites. !   Annotating videos with content details about the video, including duration of the video and what its about. !   Incorporating videos into press releases. !   Remember outbound linking too.
  • 24. 10 © SafeNet Confidential and Proprietary Getting Found on Google Services-based product offering #4 #2 The license packaging lifecycle
  • 25. 11 © SafeNet Confidential and Proprietary A Test of the Impact of Transcription on SEO Week$of$4/1$ KW$+$software$licensing$in$virtual$environments$$ URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+ licensing+in+virtual+environments/$$ Rank$+$Bing$–$n/a$Yahoo$–n/a$ $ Week$of$4/14$ KW$+$software$licensing$in$virtual$environments$$ URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+ licensing+in+virtual+environments/$$ Rank$+$Bing$+$#14$Yahoo$+$#14$ $ Week$of$4/22$ KW$+$software$licensing$in$virtual$environments$$ URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+ licensing+in+virtual+environments/$$ Rank$+$Bing$+$#11$Yahoo$+$#9$
  • 26. 12 © SafeNet Confidential and Proprietary Success! 29 form protected videos Over 7,700 video plays Over 480 leads generated Conversion rate of 9%
  • 27. Q&A #videoseo Ask us anything… about video SEO :) Jennifer Lewis Sr. Interactive Marketing Manager SafeNet @JenAtSafeNet Tole Khesin VP Marketing
 3Play Media
 @3playmedia Matt Childs Video Strategy 
 Vidcaster
 @mattychilds
  • 28. Key Takeaways Use a central library or section for your videos Keep metadata clean, useful & keyword rich Ensure videos are playing back on your domain Use transcripts to augment your content strategy Use YouTube to attract new traffic & your own domain to inform & convert. #videoseo
  • 29. Jennifer Lewis SafeNet 
 jennifer.lewis@safenet-inc.com Tole Khesin 3Play Media
 tole@3playmedia.com Matt Childs Vidcaster
 matt@vidcaster.com Connect with Us #videoseo