B2B Video SEO

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  • Businesses don’t sell to businesses
  • Businesses don’t sell to businesses
  • Businesses don’t sell to businesses
  • Businesses don’t sell to businesses
  • Businesses don’t sell to businesses
  • The method is flawed.
  • Make a video if that’s the right formatGo through this explicitly. – use conversion example.
  • One thing that I think makes the complete difference between success and failure in this space.Today I’m going to show you what that looks like…...
  • ImprovingCOnversions
  • Not B2b, but nice SMB example
  • Not B2b, but nice SMB example
  • Not B2b, but nice SMB example
  • Not B2b, but nice SMB example
  • Make sure the content is only available on your site. Only visible when it’s on your site.
  • Easiest and simplest wayInclude rest of stuff from building blocks….
  • Easiest and simplest wayInclude rest of stuff from building blocks….
  • Improving ConversionsIf you’re trying to get rich snippets – It should ultimately be for pages you want to get more traffic to – normally pages that have an element of a conversion focus. Money Pages/informational pages.Etc…
  • Unique content on product pages.Why do you need these? Google don’t understand videoSpeechPad cheapest.Some people read the text rather than watch video.
  • Add images of area you need people to click to convert vs the product page
  • Sorry guys, Ibigged you up, now I’m gonna slap you downLook how much traffic you’re leakingI know the argument is that this provides value – but would this traffic not be better driven back to your own site?
  • Everyone put your hands up.
  • Everyone put your hands up.
  • Everyone put your hands up.
  • Improving ConversionsIf you’re trying to get rich snippets – It should ultimately be for pages you want to get more traffic to – normally pages that have an element of a conversion focus. Money Pages/informational pages.Etc…
  • It’s also an Ad network, but the main value you get from ads, again, is brand awareness.You need to be treating it like a social platform as much as a search engines
  • Calling YouTube a search engine is like calling amazon a search engine.
  • YouTube Keyword Tool stopped working
  • Explain what part select do.
  • Explain what part select do.
  • Explain what part select do.
  • Explain what part select do.
  • Explain what part select do.
  • Explain what part select do.
  • Explain what part select do.
  • Dollar Shave Club Example
  • Stop Killing Kittens.
  • Don’t be silly with this – Anchor text, link to the page with video.
  • Stop Killing Kittens.
  • Stop Killing Kittens.
  • Stop Killing Kittens.
  • Don’t be silly with this – Anchor text, link to the page with video.
  • Everyone put your hands up.
  • The kind of content you use to achieve brand awareness on YouTube is NOT the kind of thing that will help conversions on your own site. Each goal requires unique targeting as well as unique technical points.Mention Dollar Shave club.So – you can do both IF you have content usually suitable for both – but you will compromise the effectiveness of each Goal
  • The kind of content you use to achieve brand awareness on YouTube is NOT the kind of thing that will help conversions on your own site. Each goal requires unique targeting as well as unique technical points
  • Mention Have done this with Distilled
  • Mention Have done this with Distilled
  • Mention Have done this with Distilled
  • B2B Video SEO

    1. 1. B2B Video SEO PHIL NOTTINGHAM
    2. 2. PHIL NOTTINGHAM SEO Consultant phil.nottingham@distilled.net @philnottingham
    3. 3. B2B?Phil Nottingham @philnottingham
    4. 4. B2CC (business to commercial consumer)Phil Nottingham @philnottingham
    5. 5. The single, defining, ultimate difference between success and failure in video marketing……Phil Nottingham @philnottingham
    6. 6. *drumroll…*Phil Nottingham @philnottingham
    7. 7. Implementing a goal driven strategyPhil Nottingham @philnottingham
    8. 8. Common Method – Form Driven We need to do video What can we do a video about? Make video Optimise VideoPhil Nottingham @philnottingham
    9. 9. Strategic Approach – Goal Driven We need to improve “X” What’s the best way to do that? Video? Define technical and creative strategyPhil Nottingham @philnottingham
    10. 10. In SEO, there’s 4 possible goals where video might be the answerPhil Nottingham @philnottingham
    11. 11. What is a video rich snippet?http://www.kurtzandblum.com @philnottingham
    12. 12. Why would you want one? Kurtz and Blum created 53 Videos for commercial landing page ($4K)Phil Nottingham @philnottingham
    13. 13. Why would you want one? They got 51/53 ranking with video rich snippetsPhil Nottingham @philnottingham
    14. 14. Why would you want one? Organic traffic up by 14% month on monthPhil Nottingham @philnottingham
    15. 15. How do I get video rich snippets?Phil Nottingham @philnottingham
    16. 16. Host on your own server orwith one of these providersPhil Nottingham @philnottingham
    17. 17. Create and submit anXML Video Sitemaphttp://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/ @philnottingham
    18. 18. Or just use this one…http://www.wistia.com @philnottingham
    19. 19. What kind of content should you have to get rich snippets?”Phil Nottingham @philnottingham
    20. 20. Conversion Case Studyhttp://www.appliancesonline.co.uk @philnottingham
    21. 21. A user who watches anappliances online video is… • Twice as likely to convert • Spends 9.1% more moneyPhil Nottingham @philnottingham
    22. 22. Fantastic B2B ExamplePhil Nottingham @philnottingham
    23. 23. Include transcriptionson the pagePhil Nottingham @philnottingham
    24. 24. Don’t put “conversion” video on YouTubePhil Nottingham @philnottingham
    25. 25. “Appliances OnlineIndesit washing machine”Phil Nottingham @philnottingham
    26. 26. Don’t YouTube videos drive visits?Phil Nottingham @philnottingham
    27. 27. Anonymous B2B example Total video views for December 2012 = 415,000Phil Nottingham @philnottingham
    28. 28. Anonymous B2B example Total referrals from YouTube = 19Phil Nottingham @philnottingham
    29. 29. Anonymous B2B example CTR = 0.005%Phil Nottingham @philnottingham
    30. 30. YouTube is like Inbound TVPhil Nottingham @philnottingham
    31. 31. YouTube is the world’s second biggest search engine?Phil Nottingham @philnottingham
    32. 32. Is YouTube really a space for effective B2B Marketing?Phil Nottingham @philnottingham
    33. 33. Sometimes…Phil Nottingham @philnottingham
    34. 34. Thought LeadershipPhil Nottingham @philnottingham
    35. 35. Small Budget Example - Sophoshttp://www.youtube.com/user/SophosLabs @philnottingham
    36. 36. Purely Informational ContentPhil Nottingham @philnottingham
    37. 37. Small Budget Example – Part Selecthttp://www.youtube.com/user/partselect @philnottingham
    38. 38. AdsPhil Nottingham @philnottingham
    39. 39. Massive Budget Example - Ciscohttp://www.youtube.com/cisco @philnottingham
    40. 40. A creative story – attached to your brandPhil Nottingham @philnottingham
    41. 41. Medium-ish Budget Example -Air New Zealandhttp://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
    42. 42. No budget? Hangout on airhttp://www.google.com/+/learnmore/hangouts/onair.html @philnottingham
    43. 43. Integrated with Google+,Twitter and YouTubehttp://www.google.com/+/learnmore/hangouts/onair.html @philnottingham
    44. 44. How can I work out what the YouTube audience are searching for?Phil Nottingham @philnottingham
    45. 45. YouTube Keyword Toolhttps://ads.youtube.com/keyword_tool @philnottingham
    46. 46. How and when dopeople link to video?Embed Content Link to Pages• Only when it’s directly valuable to • When it’s a good resource their audience • When it’s entertaining • When it’s informationalPhil Nottingham @philnottingham
    47. 47. Video as part of a page type 145 Linking Root Domainshttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/ @philnottingham
    48. 48. Video link bait Video on owner’s domain: 9494 links from 248 Domainshttp://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-computer-virus/ @philnottingham
    49. 49. Video link bait But……video on vimeo.com 4879 links from 515 domainshttp://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-computer-virus/ @philnottingham
    50. 50. Make sure links only go to your site, not hosting platformPhil Nottingham @philnottingham
    51. 51. Restrict visibility onhosting domainPhil Nottingham @philnottingham
    52. 52. Add custom embed code on pagehttp://dis.tl/video-embed-generator @philnottingham
    53. 53. Content already on YouTube? – Outreach to everyone who embedded your YouTube Version and ask them for a linkPhil Nottingham @philnottingham
    54. 54. Phil Nottingham @philnottingham
    55. 55. Phil Nottingham @philnottingham
    56. 56. Exception to the rule –custom YouTube PlaylistsPhil Nottingham @philnottingham
    57. 57. Custom YouTube playlist toolhttp://dis.tl/youtube-playlists-tool @philnottingham
    58. 58. Measuring Success
    59. 59. Views don’t necessarily equalsuccess For B2B, your audience should be necessarily limitedPhil Nottingham @philnottingham
    60. 60. Metrics you should care about • Organic Traffic to landing page • % Increase from keywords delivering rich snippets.Phil Nottingham @philnottingham
    61. 61. Metrics you should care about • Conversion rate of pages with video onPhil Nottingham @philnottingham
    62. 62. Metrics you should care about • Branded search traffic • Enquiries • Engagement with YouTube analyticsPhil Nottingham @philnottingham
    63. 63. Metrics you should care about • Links to pages with video on • Social shares of pages with video on • Video embedsPhil Nottingham @philnottingham
    64. 64. Can I have it all?Phil Nottingham @philnottingham
    65. 65. Inappropriate content Inappropriateand outranked by contentYouTube for somekeywords Traffic and Conversions “Can I have it all?” Links and Brand Social Awareness Shares Some links point to YouTube
    66. 66. Inappropriate content/ Outranked by YouTube for some keywords Some LinksInappropriate Point tocontent YouTube
    67. 67. Hit every goal – but with different pieces of contentPhil Nottingham @philnottingham
    68. 68. Your strategy comes before you create your videos, not afterPhil Nottingham @philnottingham
    69. 69. SEO is a B2B industry…Phil Nottingham @philnottingham
    70. 70. Informational, “bloggy” content on YouTubePhil Nottingham @philnottingham
    71. 71. Paid Ads seeded through YouTube andGDNPhil Nottingham @philnottingham
    72. 72. Conversion focused content hosted on site With rich snippets in the search resultsPhil Nottingham @philnottingham
    73. 73. http://www.distilled.net/training
    74. 74. Thanks.Any questions? PHIL NOTTINGHAM phil.nottingham@distilled.net @philnottingham

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