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Using Video To Dominate SEO
 

Using Video To Dominate SEO

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How to use video to dominate search. A presentation I did to SITE Florida's Summer Summit, which is an organization for Travel Professionals. Basically I give examples of how (what I call) 1 little ...

How to use video to dominate search. A presentation I did to SITE Florida's Summer Summit, which is an organization for Travel Professionals. Basically I give examples of how (what I call) 1 little video can be used to truly dominate specific keyword sets in Google, and provide a real-world example from one of our clients (a book publisher).

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  • After 24 Hours, we have 7 of the top 10 results, the first 5 results, 4 video results (the first four). And if we click on videos…
  • … After 24 Hours, we have the first 7 of the top 10 results on the video results page. We’ve basically dominated search for this Keyword term at this point, with 1 video. Imagine what could happen if we had an on-going program where we were creating and posting videos and other content for all of our top books and authors, the conferences we attend, our book reviews, etc.

Using Video To Dominate SEO Using Video To Dominate SEO Presentation Transcript

  • The World Is Watching Video and Social Search Optimization
  • @murrayiz@murrayiz Go ahead and follow me. I’ll wait.
  • BIZTEGRA Social Design and Technology West Palm Beach, FloridaEducation · Strategy · Development · Engagement
  • BIZTEGRASocial Design and Technology West Palm Beach, Florida
  • BIZTEGRASocial Design and Technology West Palm Beach, Florida
  • The World Is Watching• 182 million U.S. Internet users watched online video content in December 2011 for an average of 23.2 hours per viewer (over 13% more hours per viewer than in November). (Comscore)• The total U.S. Internet audience watched 43.5 billion videos. (Comscore)• Video increases conversion in the 10-20% range when upgrading from a flat presentation to a video presentation. (ChannelAdvisor)• 57% of marketing respondents plan to increase video advertising in 2012. (DigiDay)• 43% of agency advertisers and 24% of brand advertisers said they planned to shift funding from display advertising to accommodate more spending for online video in particular. (DigiDay)• 65% of marketers plan to reallocate campaign spending from TV to online video this year. More than 25% see online and mobile video as the two platforms that will have the overall largest spend increases in the next two years. (Bright Roll)• YouTube reported that the site has reached 4 billion daily global online video views, a 25% increase in the past eight months.• Mobile video streaming increased by 93% worldwide and 35% in the U.S. from 2010 to 2011. (Vincent Abry)• 12.6% of website traffic in Q4 2011, a 102% increase from Q4 2010, came from mobile devices. (MarketingProfs)
  • The World Is Watching• Any given video in Google’s index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index (Forrester)
  • What do the ‘Experts’ say?
  • Mark Horvath
  • Go Big! Go Viral!Flickr / dicktay2000
  • Go Viral!
  • YOUTUBE IS THE…2ND LARGEST SEARCH ENGINE3RD MOST VISITED SITE
  • After 6 Minutes…
  • After 8 Hours…8 7 6 5 4 3 2 1
  • After 8 Hours…
  • JustLuck?
  • Quick, Little Video…
  • The Results?
  • After 10 Minutes… 2 1
  • After 50 Minutes… 6 5 4 3 1 2
  • After 9 Hours…
  • 2 Quick, Little Videos…
  • …And then a Press Release…
  • 1 2Before… 3 1 2 4 5 6
  • About 4 Hours Later… 4 2 16 5 3 7 6 5 4 3 2 1
  • Real World Example?
  • Authors Speak Campaign 1 Little Video …
  • The Results?
  • Before… 1
  • After 60 Minutes… 45 3 2 1
  • After 5 Hours… 4 5 2 1 3
  • After 7 Hours…5 4 2 1 3
  • After 24 Hours…6 5 4 3 2 1
  • After 24 Hours… 6 5 4 3 2 17
  • Program Video Uploaded ~70 videos Results Over 11,000 video views (YouTube) Sales directly attributable to YouTube (Direct & Assisted) Overall SEO Organic Search Traffic up 40% since December (12/11 Vs. 4/12) Organic Search Traffic up 70%+ YOY (4/11 vs. 4/12)
  • Beware Pandas and Penguins
  • What Will You Need? • Camera • Lighting • Sound • Editing Software • (Biztegra?) Keep It Simple
  • What Will You Say? • Training Videos • Presentations • Help / How-Tos • Events • Expert Interviews • Contests • Daily / Weekly Thoughts • Customer Interviews Keep It Relevant
  • Keep it SimpleGetting Be YourselfStarted Don’t Spend A Lot On Equipment Tag, Title, Describe Appropriately Start Don’t Stop!
  • Final ThoughtsFlickr / jimharmer
  • Final ThoughtsFlickr / jimharmer
  • Thank You Very much! Questions?Flickr / meddygarnet
  • @murrayiz / murray@biztegra.com www.biztegra.com 561.452.2662
  • By 2014, 3D and HD Internet video will VEVO had 48,998 unique viewers include 46% of Internet video traffic. 2 Billion Views a Day averaging 81.2 minutes per viewer. Advanced Internet video (3D and HD) will increase 23-fold between 2009 The World and 2014. Is Watching According to comScore Video Metrix, In February 2011 there were 3.8 in February 2011 the total U.S. unique million video ads, which averages video viewers on the Internet was about 30.2 ads per viewer and 169,646 with an average of 816.4 reached 42% of the total U.S. minutes per viewer. population. Video ads accounted for 12.4% of all Microsoft Sites had 48,812 unique videos viewed and 1.2% of all minutesFacebook.com had 46,661 unique viewers averaging 46.5 minutes per spent watching video online.viewers averaging 18.5 minutes per viewer.viewer. 70% of Traffic Comes from Outside 24 Hours of Video Uploaded Every Average Person Spends 15 Minutes a US Minute Day Watching Viacom Digital had 45,214 uniqueTop video ad networks potentially reach viewers averaging 74.2 minutes The length of the average video was per viewer. 24 Hours of Video Uploaded Every the following proportions of the total 5.1 minutes in February 2011. Minute U.S. population: Google Display Network at 46.7% Tremor Media at 46.3% The average online video ad was 24 Google sites had 141,065 total unique BrightRoll Video Network at 37.3%. seconds. viewers, averaging 261.6 minutes per viewer in the month. Hulu had 27,257 unique viewers averaging 224.3 minutes per viewer. In a 2010 report from Cisco, 30% of82.5% of the U.S. Internet audience Internet traffic is currently video. Byviewed a video online. 75% more Online video ad spending will swell 2013, 90% of Internet traffic will bevideos online in December 2010 than from $1.97 billion to $5.71 billion. video.December 2008.
  • The World Is Watching• VEVO had 48,998 unique viewers averaging 81.2 minutes per viewer.• According to comScore Video Metrix, in February 2011 the total U.S. unique video viewers on the Internet was 169,646 with an average of 816.4 minutes per viewer.• Advanced Internet video (3D and HD) will increase 23-fold between 2009 and 2014. By 2014, 3D and HD Internet video will include 46% of Internet video traffic.• In February 2011 there were 3.8 million video ads, which averages about 30.2 ads per viewer and reached 42% of the total U.S. population.• Facebook.com had 46,661 unique viewers averaging 18.5 minutes per viewer.• Microsoft Sites had 48,812 unique viewers averaging 46.5 minutes per viewer.• 82.5% of the U.S. Internet audience viewed a video online. 75% more videos online in December 2010 than December 2008.• 24 Hours of Video Uploaded Every Minute• Average Person Spends 15 Minutes a Day Watching• The length of the average video was 5.1 minutes in February 2011.• Top video ad networks potentially reach the following proportions of the total U.S. population:• Google Display Network at 46.7%, Tremor Media at 46.3%, BrightRoll Video Network at 37.3%.• Online video and spending will swell from $1.97 billion to $5.71 billion• 70% of Traffic Comes from outside US• The average online video ad was 24 seconds