The Building Blocks of Great Video

PHIL NOTTINGHAM SEO Consultant, Distilled phil.nottingham@distilled.net @philnottingham

A Real Case Study 196 Pages Domain Authority – 31 Average visits Per Month - 2700http://www.kurtzandblum.comPHIL NOTTINGHAM | @philnottingham

Cost: $4000 ($75 per video)PHIL NOTTINGHAM |@philnottingham

July 2012…Created and hosted 53 videoson his sitePHIL NOTTINGHAM | @philnottingham

August 2012…51/53 ranking with richsnippetsPHIL NOTTINGHAM | @philnottingham

September 2012…Organic traffic up by 14%PHIL NOTTINGHAM | @philnottingham

Moves from to 7th 4 for head thterm (with no other link building work)PHL NOTTINGHAM | @philnottingham

Increase in both telephonetraffic and sales.PHIL NOTTINGHAM | @philnottingham

The Building Blocks ofGreat VideoPHIL NOTTINGHAM

Phil’s First Day at Distilled

Phil’s second week at Distilled

Distilled CircaOctober 2012

Where does video fit in the worldof SEO

Two main problems

Problem 1:

Video = Great Content …Right?PHIL NOTTINGHAM | @philnottingham

So... Form Video = Great Content …Right?PHIL NOTTINGHAM | @philnottingham

Common Practice (This Sucks) We need to do Video What can we do a video about? Make video

Good Practice We need more content to improve X What’s the best format for that? Make Video

Would this content losesomething if it were just textand image?PHIL NOTTINGHAM | @philnottingham

Problem 2:

How most Marketers see Video

Video is about much more than viralPHIL NOTTINGHAM | @philnottingham

Drive more traffic from search Click Through Rate ++http://www.distilled.net/blog/video/getting-video-results-in-google/PHIL NOTTINGHAM | @philnottingham

Embed the video on the page you want to rankPHIL NOTTINGHAM | @philnottingham

Host on your own server or withone of these providershttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NOTTINGHAM | @philnottingham

High quality video withoutdraining your bandwidth Setting Value Codec h.264 Frame Size 1280x 720 Pixel Aspect Square Bit Rate 2014kbps Audio ACC/MP3 at 320kbpsPHIL NOTTINGHAM | @philnottingham

HTML5 player with Flash Fallbackhttp://www.longtailvideo.com/players/PHIL NOTTINGHAM | @philnottingham

Don’t use the iframe optionhttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NOTTINGHAM | @philnottingham

Video XML Sitemaps • Provide Google with video metadata • Define the video image thumbnail • Link to on-site profileshttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472PHIL NOTTINGHAM | @philnottingham

http://dis.tl/video-sitemap-generatorPHIL NOTTINGHAM @philnottingham

Can also get videos indexed withSchemahttp://schema.org/VideoObjectPHIL NOTTINGHAM @philnottingham

A user who watches anAppliances Online video…PHIL NOTTINGHAM | @philnottingham

Twice as likely to convertPHIL NOTTINGHAM | @philnottingham

Spends 9.1% more moneyPHIL NOTTINGHAM | @philnottingham

£339 £369PHIL NOTTINGHAM | @philnottingham

Bridge the gap between InitialInterest and conversion.PHIL NOTTINGHAM | @philnottingham

Empathy, Hard facts.PHIL NOTTINGHAM | @philnottingham

“That video looks expensive…”PHIL NOTTINGHAM | @philnottingham

Include transcriptions on the page

Provide unique and relevanttext for product pages.PHIL NOTTINGHAM | @philnottingham

Don’t put “conversion”video on YouTube• Cannibalises rankings for your own site.• Hard to convert from YouTube• Can devalue Your YouTube channelPHIL NOTTINGHAM | @philnottingham

Appliances Online…what’s going on?PHIL NOTTINGHAM | @philnottingham

“So….YouTube Sucks for SEO?!”PHIL NOTTINGHAM | @philnottingham

What…?

YouTube is the world’s second biggestSearch EnginePHIL NOTTINGHAM | @philnottingham

If you don’t have a presencethere, do you really have anSEO strategy?PHIL NOTTINGHAM | @philnottingham

YouTube is like Inbound TVPHIL NOTTINGHAM | @philnottingham

A Creative Story –Attached to your brandPHIL NOTTINGHAM | @philnottingham

Tutorials also work wellhttp://www.youtube.com/watch?v=MbXzI-IAdScPHIL NOTTINGHAM | @philnottingham

YouTube Keyword Toolhttps://ads.youtube.com/keyword_toolPHIL NOTTINGHAM | @philnottingham

YouTube Optimisation 101• Include keywords in the file name• Include a Closed Caption (transcript) file *cough* keyword stuffed *cough*• Optimise Title, Description and “Tags” as per traditional SEO• Include naked URL link in meta description• Get links, views and shareshttp://www.distilled.net/blog/social-media/youtube/youtube-seo/PHIL NOTTINGHAM | @philnottingham

Measure user engagement,not viewshttps://www.youtube.com/analyticsPHIL NOTTINGHAM | @philnottingham

Failure looks like… TL:DWPHIL NOTTINGHAM | @philnottingham

Lower bounce rate:• Keep stings/indents short• Focus on quality of audio• Get straight to the meat and potatoesPHIL NOTTINGHAM | @philnottingham

Quick route to social proof 33,000 views For £2150 (Avg. CPV = 7p)PHIL NOTTINGHAM | @philnottingham

Also put it everywherePHIL NOTTINGHAM | @philnottingham

Encode Settings for YouTubeSetting ValueCodec h.264Frame Size 1920x1080Bit Rate UnrestrictedAudio ACC/MP3 at 256kbpsPHIL NOTTINGHAM | @philnottingham

How and when do peoplelink to Video?Embed Content Link to Pages• Only when it’s directly valuable • When it’s a good resource to their audience • When it’s entertaining • When it’s informational.PHIL NOTTINGHAM | @philnottingham

Video as part of a page type114 linkingroot domainshttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/PHIL NOTTINGHAM | @philnottingham

New Integrations ofHTML5 and JQueryhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remixed_and_popped.htmlPHIL NOTTINGHAM | @philnottingham

Make sure links only go toyour site, not hosting platform Video on owner’s domain: • 9494 links from 248 Domains Video on Vimeo.com: • 4,879 links from 515 domainshttp://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-computer-virus/PHIL NOTTINGHAM | @philnottingham

Restrict visibility on hosting domain PHIL NOTTINGHAM | @philnottingham

Add custom embed code on page.http://dis.tl/video-embed-generatorPHIL NOTTINGHAM | @philnottingham

Exception to the rule –Custom YouTube Playlistshttp://www.distilled.net/training/facebook/PHIL NOTTINGHAM | @philnottingham

http://dis.tl/youtube-playlists-toolPHIL NOTTINGHAM | @philnottingham

“I self-hosted and submitted avideo sitemap but my videosaren’t indexed yet. Whatshould I do?”PHIL NOTTINGHAM | @philnottingham

““Phil, I think I’ve made a mistake.Ive done loads of videos on YouTube & peoplehave embedded them, but I have no links asthey all link back to YouTube….”PHIL NOTTINGHAM | @philnottingham

Pro Tip – Outreach to everyonewho embedded your YouTubeVersion and ask them for a linkPHIL NOTTINGHAM | @philnottingham

“I want rich snippets, links andmy video on YouTube. Can I doall the approaches?”PHIL NOTTINGHAM | @philnottingham

Yes…But you need contentsuitable for that AND you’lldilute all of the return.PHIL NOTTINGHAM | @philnottingham

Inappropriate content/ Outranked by YouTube for some keywords Some LinksInappropriate Point tocontent YouTube

If you want traffic &conversions to your site,Host the content securelyPHIL NOTTINGHAM | @philnottingham

If you want a video to beseen, Put it on YouTube (andVimeo etc).PHIL NOTTINGHAM | @philnottingham

If you want everything, createmore contentPHIL NOTTINGHAM | @philnottingham

Resources

Sourcing Performers• http://www.cssd.ac.uk• http://www.spotlight.com/• http://drama.ac.uk• http://www.castingcallpro.co.uk• http://filmjobspro.co.uk• http://voicebunny.com PHIL NOTTINGHAM | @philnottingham

Sourcing Production Talent• http://www.mandy.com• http://www.shootingpeople.org• http://searchlight.com• http://skillset.org• http://productionbase.co.uk• http://filmandtvpro.co.uk• http://www.fivver.com• http://www.mandy.com• http://filmjobspro.co.uk PHIL NOTTINGHAM | @philnottingham

Places to learn video production• 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.comPHIL NOTTINGHAM | @philnottingham

More information on building a videostrategyhttp://www.distilled.net/training/video-marketing-guide/PHIL NOTTINGHAM | @philnottingham

Or just buy me a drink… Questions?! PHIL NOTTINGHAM SEO Consultant, Distilled Phil.nottingham@distilled.net @philnottingham

https://twitter.com	70
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http://www.stateofsearch.com	6
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The Building Blocks of Great Video

by Phil Nottingham on Oct 30, 2012

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