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Optimising your Videos for Search Engines - Phil Nottingham

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Presentation Phil Nottingham gave at Vzaars Digital Marketing group meetup in January 2014, at stationers hall in London.

Presentation Phil Nottingham gave at Vzaars Digital Marketing group meetup in January 2014, at stationers hall in London.

Published in: Marketing, Technology, Design

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  • I’m british, we share a lot.
  • Vicke to design
  • Vicke to design
  • Vicke to Edit
  • Mention Will it blend example
  • Vicke to design
  • Good = Will it blend.Bad = GAIQ.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Get Vicke to redesign
  • 14% increase in traffic within one month just from this implementation
  • MentionYoast Plugin
  • MentionYoast Plugin
  • MentionYoast Plugin
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Explain how Google treat iframes
  • TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • Talking about fame here. Brand awareness gets a bad name with SEOs, I’d take an increase in branded search every single time.
  • Primary keyword, secondary keyword brand.Caption Tube
  • Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  • Video only one format among many. It’s not a “thing”.
  • 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.
  • Integral to the Page Type
  • 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
  • Explain how Google treat iframes
  • Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  • Establish Your Minimum Viable Conversion
  • Transcript

    • 1. Optimising Your Videos for Search Engines PHIL NOTTINGHAM
    • 2. PHIL NOTTINGHAM • Video Marketing Expert • Semi-Professional Pirate • Enthusiastic Beer Drinker Senior Consultant, Distilled Phil.nottingham@distilled.net @philnottingham
    • 3. Online video has been a “thing” for 10 years.
    • 4. Broadband gave us streaming at 15fps
    • 5. Global median mobile speed today >1MBPS
    • 6. Online video strategies have historically looked like TV advertising strategies
    • 7. Common Approach to Video Marketing Have idea want Decide you to Video for acreate a video Pay a creative agency to make it Phil Nottingham Put the video everywhere Judge success based on the number of impressions Pay for some seeding/advertising @philnottingham
    • 8. Common Approach to Video Marketing Have idea want Decide you to Video for acreate a video Put the video everywhere But this doesn’t work very well Pay a creative agency to make it Phil Nottingham Judge success based on the number of impressions Pay for some seeding/advertising @philnottingham
    • 9. Let’s think about how we consume media on the internet
    • 10. We surface content through filters
    • 11. Our technology protects us from unwanted content Including unwanted marketing
    • 12. http://www.whatisedgerank.com/
    • 13. Google Personalised Search Phil Nottingham @philnottingham
    • 14. Online audiences are then always inside filter bubbles
    • 15. Phil Nottingham @philnottingham
    • 16. Online Video Phil Nottingham ≠ Online TV @philnottingham
    • 17. Form Must Follow Function Phil Nottingham @philnottingham
    • 18. Phil Nottingham @philnottingham
    • 19. Only use video when the message would be lost by any other medium
    • 20. Hyper Targeted Phil Nottingham > One Size Fits All @philnottingham
    • 21. Video SEO helps to get your content through the filter bubbles Phil Nottingham @philnottingham
    • 22. All content must be goal driven.
    • 23. Three main goals for video in online marketing moz.com/blog/building-a-video-seo-strategy @philnottingham
    • 24. Goal 1
    • 25. Videos to help sell a specific product or service
    • 26. Videos for pages. Phil Nottingham @philnottingham
    • 27. Product/category page “conversion” videos http://www.appliancesonline.co.uk @philnottingham
    • 28. Get pages ranking with a Rich Snippet http://www.kurtzandblum.com @philnottingham
    • 29. How? @philnottingham
    • 30. Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    • 31. Wistia will automate this process for you http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    • 32. Vzaar will automate this process for you http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    • 33. And/Or Implement Schema.org Mark-up Phil Nottingham @philnottingham
    • 34. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience
    • 35. Split Test SERPs with Mechanical Turk http://www.tomanthony.co.uk/tools/serp-turkey/ @philnottingham
    • 36. Create transcriptions and put them in the HTML • Valuable for users • Provides unique and relevant text for product pages Phil Nottingham @philnottingham
    • 37. Best paid transcription service Phil Nottingham @philnottingham
    • 38. Use a secure, paid hosting solution Phil Nottingham @philnottingham
    • 39. Don’t use YouTube for “conversion”
    • 40. Use YouTube and you’ll drive traffic to YouTube http://www.youtube.com/appliancesonline @philnottingham
    • 41. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience Phil Nottingham @philnottingham
    • 42. I’ve done some research.
    • 43. 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
    • 44. 904,053,617 Views Phil Nottingham @philnottingham
    • 45. Av. CTR = 0.72% Phil Nottingham @philnottingham
    • 46. YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
    • 47. YouTube is for top of funnel content only http://moz.com/blog/the-marketing-value-of-youtube @philnottingham
    • 48. Goal 2
    • 49. Viral Videos
    • 50. A creative story attached to your brand http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
    • 51. Informational Content
    • 52. Tutorials & How-to’s http://youtube.com/rei @philnottingham
    • 53. Purely Informational with no transactional call to action Phil Nottingham @philnottingham
    • 54. Relevant for an audience unfamiliar with your brand Phil Nottingham @philnottingham
    • 55. Host for maximum visibility Phil Nottingham @philnottingham
    • 56. Optimise for YouTube (YouTube SEO) • • • • • Optimise Title and Descriptions for relevant search terms Include tags Ensure you upload at 1280x720 HD or higher Upload a closed caption file (created manually) Get as many (genuine) embeds and links as you can Phil Nottingham @philnottingham
    • 57. Measure user engagement. Not views. https://www.youtube.com/analytics @philnottingham
    • 58. Goal 3
    • 59. Use video as part of a creative page type
    • 60. Create a video others will link to or embed
    • 61. This isn’t the same as “viral content” Phil Nottingham @philnottingham
    • 62. What does it look like then? Phil Nottingham @philnottingham
    • 63. 190 linking root domains http://www.simplybusiness.co.uk/microsites/wordpre ss-for-small-businesses/ @philnottingham
    • 64. Ensure the video is only visible on your domain to start with Phil Nottingham @philnottingham
    • 65. When people embed a YouTube / Vimeo video – they don’t link to your site.
    • 66. How can I prevent this? Phil Nottingham @philnottingham
    • 67. Use a secure, paid hosting solution Phil Nottingham @philnottingham
    • 68. But…YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
    • 69. 1. Securely host 2. Outreach 3. Put on YouTube afterwards Phil Nottingham @philnottingham
    • 70. Use Open Site Explorer to work out who has linked to your videos http://www.opensiteexplorer.org/ @philnottingham
    • 71. Outreach with a value proposition Phil Nottingham @philnottingham
    • 72. I want rich snippets, links and my video on YouTube. Can I target every goal with the same video? Several people in the audience Phil Nottingham @philnottingham
    • 73. Technical Implementation can cannibalise Phil Nottingham @philnottingham
    • 74. Conversions & Traffic Brand Awareness Links & Social Shares
    • 75. Content will best support a goal… …when it’s created with that goal in mind Phil Nottingham @philnottingham
    • 76. But you don’t have to reinvent the wheel every time
    • 77. Build up a library of…. • Interviews • • • Phil Nottingham Product shots Screencasts General Views @philnottingham
    • 78. Segment ideas by goal Phil Nottingham @philnottingham
    • 79. Establish Your Minimum Viable Conversion at every stage in the funnel Craig Bradford @CraigBradford
    • 80. Personalise content by user group Phil Nottingham @philnottingham
    • 81. Tie it to your audience shutterstock.com @philnottingham
    • 82. Slight adjustments in targeting will allow you to repurpose your content Phil Nottingham @philnottingham
    • 83. Recut and re-edit a library of footage to get there
    • 84. Use Video when it’s the right form of content for an idea Phil Nottingham @philnottingham
    • 85. Let business goals drive both the technical & creative
    • 86. Thanks! PHIL NOTTINGHAM, VIDEO STRATEGIST