2012 Video SEO and Other Online Promotional Strategies for Youtube and Beyond
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2012 Video SEO and Other Online Promotional Strategies for Youtube and Beyond

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Innotech Austin Session Description: ...

Innotech Austin Session Description:

With the advent of new technologies, we’re often forced to adapt in order to survive. In 1979, The Buggles released “Video Killed the Radio Star,” which was the first video shown on MTV. While the song lamented days gone by of video-free music, there are those who would argue that video actually helped music and musicians become more successful. Now, we’re once again on the heels of another video revolution, one where marketers are trying to figure out how to embrace and utilize video in order to help their marketing efforts. Research shows that video helps increase conversion by an average of 50% (more or less depending upon industry and use), and yet most marketers aren’t using it to their advantage. So how can we keep video from killing the marketing star? Join us to find out.

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2012 Video SEO and Other Online Promotional Strategies for Youtube and Beyond 2012 Video SEO and Other Online Promotional Strategies for Youtube and Beyond Presentation Transcript

  • 2012 Video SEO, and Other Online Promotional Strategies for and Beyond William Leake It’s My Fault (aka CEO) Apogee Results Leake@ApogeeResults.com @Marketing_BillApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • What we will cover 1. How are online videos found? 2. Importance of YouTube 3. Posted (e.g. YouTube) vs Hosted (e.g. your Website) 4. YouTube Optimization - Submission - Rankings Factors - Video SiteMap - YouTube Retargeting - New Ability: Editing an Existing Video 1. Optimizing Videos on your WebsiteApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • How is Video Found?44% - discover randomly43% - via sharing43% - via video websites39% - via search engines27% - via marketing email4% - via RSS & MRSS feeds Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Universal Search: Dominated by Video 38% of users who searched Google were served video in Universal search engine results pagesSource – “Google Universal Search Results SearcherPenetration by Result Type” – ComScore – Jan 2008 Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • And yet … Source: TechCrunchApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • BECAUSE … Time & Dollars, Time & Dollars, Create Video Promote VideoApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Partial Video Search Engines ListApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • It’s a YouTube/Google WorldApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • It’s a YouTube / Google World, but Source: TechCrunchApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • It’s a Google / YouTube World, but …Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Video Search Engines Generation 1.0 Depend primarily on metadata and on-page text Most are working on evolving Generation 2.0 Use metadata, on-page text, UGC and advanced recognition technologies (speech, visual, facial, OCR, etc..)Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Basic Options • Posted: video content uploaded to video sharing sites, social media, etc… and/or • Hosted: video content that is on YOUR websiteApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Benefits of Posted Video SEO EXISTING TRAFFIC – Existing video websites have a critical mass of traffic and users, easier to go viral Better ability to rank on universal search (google) and other search engines Potential to dominate the traditional SERPs with “carpet bombing,” by submitting to multiple video sites (due to weak duplicate content filtering at present) Don’t need your own websiteApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Benefits of Hosted Video SEO Control – over related on-page text, encoded metadata, user-experience, etc... Control over monetization/advertising Generate traffic to your website While you can currently dominate the SERPs with “carpet bombing,” posted strategies, this may go away with duplicate content filtering in the futureApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Second largest search engine Third most visited website (800 million uniques, only 50 million less than FB) 60 hours of video uploaded EVERY minute (was 48 hours in 2011 and 20 hours in 2009) Over 4 BILLION Videos viewed a day (was 3 billion in 2011) http://www.youtube.com/t/press_statisticsApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • TOP RANKING FACTORS: - Title, description, keyword tags - Links - Annotations - Comments - Thumbs Up / Down - Flagging - Video Responses - Channel Views - # of Embeds - Share - Playlists - Subscribers - Ranking - Video Age - Honors - View CountApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Website Video SEO Tips, page 3 of 5On-Page ElementsFollow general SEO principles for optimizing title, meta, H1, etc. tags and URLS…Definitely include contextually related links to articles and other videosConsider publishing captions and/or abstracts as additional relevant on-page content.Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Beyond YouTube only allows you to search YouTube YouTube may be king, but it doesn’t have ALL the interesting content Copyright issues re: content still a real problemApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Website Video SEO Tips, page 1 of 5Metadata (in-file)Indexing in-file metadata is still a weak point of search engines, but this is improvingEncode your video files with solid, meaty metadata that includes your metadata title, date, author, description and keywords.Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Website Video SEO Tips, page 2 of 5The Video Files Themselves …Offer multiple formats (e.g. mov, mpeg, mp4, flv)Include keywords in the filenameInclude the *video* in the filename tooApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Website Video SEO Tips, page 3 of 5On-Page ElementsFollow general SEO principles for optimizing title, meta, H1, etc. tags and URLS…Definitely include contextually related links to articles and other videosConsider publishing captions and/or abstracts as additional relevant on-page content.Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Website Video SEO Tips, page 4 of 5Site StructureUse Unique URLSOne video per URLUse embedded players – never pop-upsCreate nav links to the video contentPlace the videos in a central root folder/directoryApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Website Video SEO Tips, page 5 of 5Remember it’s about SharingEnable commentsInclude social bookmarking toolsAllow visitors to subscribe to your videosLet viewers grab your embed code - easily (with a link)Remember internal linking (consider site-wide link(s) in your page footer)Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • How do Videos Get Into Search Engines? Search engines currently try hard (and often fail) to crawl the web and index video content. BUT, in marked contrast to traditional SEO, don’t wait for them to find you. Submit your video content. Media RSS (MRSS) Feed Syndication Most video search engines accept RSS / MRSS feeds (+ iTunes) MRSS is an RSS feed with media enclosures TIP - If you have a problem, contact the video search engines, they are helpful and want your contentApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Missed Opportunity?Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • SEO-Optimized VideoApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Tweets & ArticlesApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Integrated Contest, continued …Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Integrated Contest, continued …Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Why we *might* know something (aka Shameless Plug Slide) Apogee Results, based in Austin is the coolest “pure-play” online marketing firm in Texas, and one of the largest independents left • 100’s of clients, including Whole Foods, National Public Radio, Golfsmith, Lance Armstrong / Livestrong, Olive Garden, IBM, PerkinElmer, SAP, Hewlett Packard, Shell, Merrill Lynch + more high growth VC-backed and Inc.5000 clients than any other firm • Paid, Earned and Owned Online Media, Website Effectiveness & Conversion Our management team built *the first* company to ever sell a million dollars of product on the internet Our management team has been doing search engine optimization since 1995, paid search since early 1998 (within 2 days of GoTo’s launch) and social since 2003 Founder’s background includes McKinsey & Co., Dell, and executive roles at successful, private-equity-backed firms All programs are results-focused and metrics-basedApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
  • Additional Resources (and Q&A) Apogee Results Blog: www.ApogeeResults.com/Blog/ Apogee Glossary: www.ApogeeResults.com/Resources/Glossary/ WebMaster World: www.webmasterworld.com DigitalPoint Forums: forums.digitalpoint.com Search Engine Land: searchengineland.com Sphinn: sphinn.com MarketingSherpa: marketingsherpa.com ClickZ: clickz.comApogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com