SearchLove Boston 2013_Phil Nottingham_Leveraging video for links

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  • Conference videos – probably why they
  • Have set up clients (SB) with their own studio.
  • Lots of link building presentations have videos in them, but none of those videos were made for links
  • Most of the links Dollar shave club have are from marketing sites saying how great the video is
  • Lot of opportunity that people aren’t taking advantage of for tactical link building wins
  • Be really fucking succinct.Mention will it blend
  • Each goal is best served with different types of content and different technical implementation
  • Talking about fame here.
  • Double conversion rates
  • 14% increase in traffic within one month just from this implementation
  • LinksEmbeds
  • Video only one format among many. It’s not a “thing”.
  • Integral to the Page Type
  • 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.
  • Not saying this was done specificly for links – but it got them.
  • 59% Lost Link Equity
  • 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
  • Don’t be silly with this – Anchor text, link to the page with video.
  • Include a bit refuting YouTube claim that you need to be there to capture the audience – Greg Jarboe thing
  • If you’re trying to do viral stuff for branding – essentially creative stories – then YouTube is the right place
  • Then outreach saying you have the HD versionIf one of your clients has put all their videos on YouTube … Tidy up
  • Mention the Unruly penalised Google thing
  • On reddit must be true.
  • Retarget people with YouTube ads- advertising content you’ve done. - Why? YouTube is one of the TOP places people go to find information ...research how easy it is to pick keywords etc and tatget based on topics.
  • Realtors – Estate Agents
  • So recut your videos without branding
  • Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  • Pitch for a fraction of the money to move from paid to organic traffic.Just like SEOs pitch for more PPC bidget – pitch for video advertising
  • Each goal is best served with different types of content and different technical implementation
  • Go slower
  • Go slower
  • SearchLove Boston 2013_Phil Nottingham_Leveraging video for links

    1. 1. Phil NottinghamSEO Consultant, Distilledphil.nottingham@distilled.net@philnottingham
    2. 2. Two years ago I got a job at Distilled
    3. 3. As something called an “SEO”
    4. 4. I’m originally from a background inTheatre and Film
    5. 5. Perception
    6. 6. Reality
    7. 7. Phil’s first day at Distilled
    8. 8. Phil’s second week at Distilled
    9. 9. I edited and launched our first setof conference videos
    10. 10. I got bored and gave Rand and Will lightsabers
    11. 11. We then started playing with video asa media type for marketing
    12. 12. Along the way, I’veaccidentally becomeresponsible for Distilled’svideo strategy
    13. 13. Distilled Circa 2013
    14. 14. We’ve hiredMargaritahttp://www.distilled.net/about/people/margarita-Iosef/
    15. 15. We’ve started integrating video intomore of our marketing campaigns
    16. 16. We’ve started creating video for clients
    17. 17. But we’re just getting started
    18. 18. Leveraging Video for LinkBuildingPHIL NOTTINGHAM
    19. 19. Something absolutely noone is doing.Phil Nottingham, 2013@philnottingham
    20. 20. This video was not made for linksphilnottinghamhttp://www.dollarshaveclub.com/
    21. 21. I’ve wanted to give this talk since Ijoined Distilled
    22. 22. Link buildingopportunitieswith videoThingsSEO’sare doing@philnottingham
    23. 23. Doing video generally right
    24. 24. Two core principles:1. Only when the message would belost by any other medium2. Have a goal in mind@philnottingham
    25. 25. There are essentially three thingsvideo is good for@philnottinghamhttp://www.seomoz.org/blog/building-a-video-seo-strategy
    26. 26. (Fame)
    27. 27. Example@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_GncA creative story attached to your brand
    28. 28. Stuff you should beputting on social platforms@philnottinghamhttp://www.seomoz.org/blog/the-marketing-value-of-youtube
    29. 29. Product videos – created for pages@philnottinghamhttp://www.appliancesonline.co.uk
    30. 30. Get rich snippets@philnottinghamhttp://www.kurtzandblum.com
    31. 31. Secure hosting and a video sitemap@philnottinghamhttp://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/
    32. 32. YouTube will steal your traffic@philnottinghamhttp://www.youtube.com/appliancesonline
    33. 33. And provide nothing in return@philnottingham
    34. 34. This is what I’m going tocover today
    35. 35. Video as Link Bait
    36. 36. 2 ways people link to videos
    37. 37. How and when do people link to videos?Link to Pages Embed VideosWhen it’s a good resourceWhen it’s entertainingWhen it’s informationalOnly when it’s directly valuableto their audience@philnottingham
    38. 38. Approach 1: Video as partof a Page Type
    39. 39. @philnottinghamhttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/190 linkingroot domains
    40. 40. http://www.simplybusiness.co.uk/microsites/youtube-for-small-business/
    41. 41. New Integrations of HTML5 and JQuery@philnottinghamhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remixed_and_popped.html
    42. 42. http://cloudsovercuba.com/
    43. 43. Approach 2: Creating avideo others will Embed
    44. 44. This normally isn’t “viral content”@philnottingham
    45. 45. What does it look like then?
    46. 46. Provide value for the target site’saudience:• Instruct• Educate• Entertain@philnottingham
    47. 47. http://www.abc.net.au/tv/hungrybeast/
    48. 48. It got awesome links@philnottinghamhttp://www.forbes.com/sites/matthewnewton/2011/06/30/anatonomy-of-a-computer-virus/
    49. 49. It got awesome links@philnottinghamhttp://www.scientificamerican.com/article.cfm?id=stuxnet-like-viruses-remain-a-top-us-security-risk
    50. 50. 682 links from 214 DomainsTo video on abc.net.au@philnottingham
    51. 51. 6,608 links from 517 domainsTo video on vimeo.com
    52. 52. Vimeo embeds allow users to include a textattribution link@philnottingham
    53. 53. But those links always point to the userprofile on vimeo.com@philnottingham
    54. 54. Same is true with all social video platforms…@philnottingham
    55. 55. How can I prevent this?
    56. 56. Ensure the video is onlyvisible on your domain@philnottingham
    57. 57. The best platform by some distance@philnottingham
    58. 58. Customise your embed code toinclude a link<iframesrc="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&playerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=true" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed"name="wistia_embed" width="768" height="432"></iframe></br>via <ahref="http://www.example.com/product-page">Distilleds client</a>@philnottinghamhttp://dis.tl/video-embed-generator
    59. 59. http://dis.tl/video-embed-generator@philnottingham
    60. 60. Great for branding, but not for link bait!@philnottingham
    61. 61. But… YouTube can generate social traction@philnottinghamhttp://seogadget.com/great-marketing-often-misses-the-mark-on-seo/53 Million Views1 Million Likes93 Links (to Dove’s site)
    62. 62. How can I know whether my content isrelevant for the YouTube Audience?@philnottinghamhttps://www.youtube.com/keyword_tool
    63. 63. Using YouTube to buildLinks
    64. 64. Bait and Switch(white hat style)
    65. 65. • Securely host• Outreach• Put on YouTube afterwards@philnottingham
    66. 66. Pay for viral seeding butbenefit from second ordershares and links.
    67. 67. Managed to get Google penalised@philnottinghamhttp://www.theverge.com/web/2012/1/3/2678948/google-unruly-media-response-chrome-sponsored-post
    68. 68. Customisable sharing buttons
    69. 69. Video CouncilWinner Best ContentDistribution ServiceWinner Digital Innovator ofthe YearWinner 2012 DigitalInnovation Award
    70. 70. Smarter YouTubeAdvertising
    71. 71. 1597 Upvoteshttp://www.reddit.com/comments/1c2fta
    72. 72. Advertise your content,not your product@philnottingham
    73. 73. Retarget using theGoogle Display Network@philnottingham
    74. 74. Leverage other VideoAssets
    75. 75. Having richer page typescorrelates with morenatural links
    76. 76. Average LRDs per blog post202 192050100150200250With Video Without Video@philnottingham
    77. 77. Average Likes per blog post6404840100200300400500600700With Video Without Video@philnottingham
    78. 78. Average Tweets per blog post327252050100150200250300350With Video Without Video@philnottingham
    79. 79. Average +1s per blog post327252050100150200250300350With Video Without Video@philnottingham
    80. 80. Average shares of blog posts by media type – moz.com@philnottinghamhttp://www.distilled.net/training/video-marketing-guide/202 279 382 25872011621158121587166152 176020040060080010001200140016001800Text Only Image and Text Video and Text All three mediatypesPlus OnesTweetsLikes
    81. 81. @philnottinghamhttp://www.zappos.com/
    82. 82. @philnottinghamhttp://www.appliancesonline.co.uk/
    83. 83. Wistia have videos on almost every page@philnottinghamhttp://wistia.com/labs/
    84. 84. They’re killing it – good job guys!@philnottingham
    85. 85. Video integrated within widercontent strategy@philnottingham
    86. 86. Re-edit existing assets forpartnerships
    87. 87. Give them the embed code, not the raw file@philnottingham
    88. 88. Make stuff for others
    89. 89. Great content gets youtop-tierguest posts@philnottingham
    90. 90. techsmith.com – DA92@philnottinghamhttp://blogs.techsmith.com/tips-how-tos/video-for-small-business/#.UZTzDbWG2So
    91. 91. Interview your friends & competitors@philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link-building-and-more-at-linklove/Thanks for thelinkSEOgadget!
    92. 92. Invest in the skills and facilities@philnottinghamhttp://www.simplybusiness.co.uk/Simply Business spent~ $15,000
    93. 93. Interview your customers@philnottingham
    94. 94. 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/
    95. 95. Supporting Bloggingstrategy with Video
    96. 96. Everyone should be doingthis. Yes, everyone.Phil Nottingham, 2013@philnottingham
    97. 97. Series > One-offs@philnottingham
    98. 98. More scalable to produce@philnottinghamhttp://www.youtube.com/playlist?list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi
    99. 99. $700 Camcorder$50 Tripod$300 audio interface$100 lapel microphone set$500 lighting rigTotal: $1650@philnottingham
    100. 100. Build a content series forsocial video platforms
    101. 101. Blip.TV – DA93@philnottinghamMust be completely non-branded and informational.
    102. 102. Dailymotion (DA97) – followed links for “motionmakers”@philnottinghamhttp://www.dailymotion.com/gb/motionmaker
    103. 103. Photobucket (DA95) – followed profile links@philnottinghamhttp://www.photobucket.com
    104. 104. Using Video to Boost PREfforts
    105. 105. Video News Releases – get journalists to notice you@philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/guidance-video-news-releases
    106. 106. Augmenting corporate and People Pages@philnottinghamhttps://www.huddle.com/resources/collaboration-videos/huddle-behind-the-scenes/
    107. 107. Building links with nobudget at all for video
    108. 108. Custom YouTube Playlists@philnottinghamhttps://developers.google.com/youtube/
    109. 109. http://dis.tl/youtube-playlists-tool@philnottingham
    110. 110. …or hangout on air@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html
    111. 111. Final Thoughts…
    112. 112. Why is no one doing this?
    113. 113. We don’t have the budgetA lot of agencies@philnottingham
    114. 114. This is partially true@philnottinghamhttp://www.seomoz.org/seo-industry-survey#spending-and-budgetsAverageconsultingbudgets are ~$2000 per month
    115. 115. But short sighted@philnottinghamhttp://www.unrulymedia.com/article/10-04-2013/video-advertising-market-increases-46-2012-digital-spend-smashes-£5billion-mark-fPitch for a fraction of these budgets
    116. 116. Pitch to go slower@philnottingham
    117. 117. Benefits go past just the links@philnottingham
    118. 118. Activity that will hold its valueeven if/when links become aless important signal.@philnottingham
    119. 119. Making better pages andbetter marketing channels@philnottingham
    120. 120. Yeah... but Phil…I don’thave the skills to producevideo…Several people in the audience@philnottingham
    121. 121. The people who do are cheap• http://www.mandy.com• http://www.shootingpeople.org• http://searchlight.com• http://skillset.org• http://www.productionhub.com• http://www.filmandtvpro.com/us/@philnottingham
    122. 122. There’s tons of resources online tohelp 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@philnottingham
    123. 123. Think Big@philnottingham
    124. 124. Start Small@philnottingham
    125. 125. Thanks.Any questions?PHIL NOTTINGHAMphil.nottingham@distilled.net@philnottingham

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