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Video hacks  - phil nottingham @ brighton seo
 

Video hacks - phil nottingham @ brighton seo

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Phil's presentation from Brighton SEO, September 2013

Phil's presentation from Brighton SEO, September 2013

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  • Vicke to design
  • Vicke to Edit
  • Mention Will it blend example
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • If you have 10K, you can get a great studio
  • The 1K version was the set-up I filmed that Matt Cutts video on.
  • , then key out the background if necessary.
  • Get the microphone as close as possible to the persons face without it looking ridiculous.In most cases – a lavalier.
  • Screenflow is also good
  • 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
  • Just fucking say this.
  • Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  • On reddit must be true.
  • 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.
  • 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
  • Mention the Unruly penalised Google thing
  • Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  • Go slower
  • Go slower

Video hacks  - phil nottingham @ brighton seo Video hacks - phil nottingham @ brighton seo Presentation Transcript

  • Common Approach to Video Marketing @philnottinghamPhil Nottingham Pay a creative agency to make it Upload video to YouTube Pay for loads of advertising and seeing Have idea for a Video Decide you want to create a video “optimise” video ???? Pay for loads of pre-roll advertising
  • phil.nottingham@distilled.net @philnottingham • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast PHIL NOTTINGHAM Head of Trolling and Memes, Distilled
  • Video Hacks PHIL NOTTINGHAM
  • @philnottinghamPhil Nottingham
  • Form Must Follow Function @philnottinghamPhil Nottingham
  • @philnottinghamPhil Nottingham
  • Use Video when it’s the right form of content for an idea @philnottinghamPhil Nottingham
  • Let business goals drive both the technical & creative
  • Three main goals for Video @philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
  • How can I work out what my audience care about? (Hopefully) a number of people @philnottinghamPhil Nottingham
  • Know your customer conversion funnel @philnottinghamhttp://www.distilled.net/blog/distilled/content/kill-it-in-content- creation-by-knowing-your-customer-conversion-funnel/
  • Internal Site Search @philnottinghamPhil Nottingham
  • Keyword Research @philnottinghamPhil Nottingham
  • Persona Research @philnottinghamPhil Nottingham KRAZY KELVIN Loves: • Video game music • Baggy jeans • Links Hates: • Those kinds of links…
  • Competitor Analysis @philnottinghamPhil Nottingham
  • Analysis in Different Verticals @philnottinghamPhil Nottingham
  • We can’t afford to make videos ourselves Some people in the audience, probably sat near the back @philnottinghamPhil Nottingham
  • £7.5K Video Studio Shopping list • Canon 5d MK III - £3000 • 50mm lens - £300 • Arri Softbank lighting kit - £2000 • Manfrotto tripod - £450 • Rode VideoMic Pro - £150 • Zoom h1portable recorder - £200 • Sennheiser Wireless lav mic system - £1000 • Backgrop & Greenscreen - £400 @philnottinghamPhil Nottingham
  • £5K Video Studio Shopping list • Canon 7d - £1500 • 50mm lens - £300 • Arri Compact fresnel kit - £1500 • Tripod - £150 • Rode VideoMic Pro - £150 • Zoom h1portable recorder - £200 • Sennheiser Wireless lav mic system - £1000 • Backgrop & Greenscreen - £400 @philnottinghamPhil Nottingham
  • £1K Video Studio Shopping list • Canon 600d- £400 • Impact three light kit - £100 • Tripod - £30 • Rode VideoMic Pro - £150 • Tascam portable recorder - £150 • Shure wired lavalier - £150 @philnottinghamPhil Nottingham
  • Yeah... but Phil…we don’t have the skills to produce video… Several cynical and grumpy people in the audience @philnottinghamPhil Nottingham
  • The people who do are cheap • http://www.mandy.com • http://www.shootingpeople.org • http://searchlight.com • http://skillset.org • http://www.productionbase.co.uk • http://www.filmandtvpro.com/uk/ @philnottinghamPhil Nottingham
  • There’s tons of resources online to help 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 @philnottinghamPhil Nottingham
  • Production
  • How do I set up for filming? Enthusiastic audience members @philnottinghamPhil Nottingham
  • Focus lighting to eliminate shadow and get a balanced colour on the subject @philnottinghamPhil Nottingham
  • @philnottinghamPhil Nottingham
  • Greaseproof Paper FTW! @philnottinghamPhil Nottingham
  • No chequered shirts or stripes @philnottinghamPhil Nottingham
  • How do I get my raw footage looking good? @philnottinghamPhil Nottingham
  • Good Sound is more important than good picture @philnottinghamPhil Nottingham
  • Get the microphone as close as possible to the persons face @philnottinghamPhil Nottingham
  • Best Software for Screencasting PC Mac
  • Supplement your footage with stock content as required @philnottinghamPhil Nottingham
  • Quick Mobile screen mock-ups @philnottinghamhttp://placeit.breezi.com/
  • Get a designer to build your animation assets @philnottinghamPhil Nottingham
  • Outsourcing
  • @philnottinghamPhil Nottingham
  • You can outsource: • Filming • Editing • Design • Animation @philnottinghamPhil Nottingham
  • You can’t outsource: • Giving a shit • Knowing what the fuck you’re talking about • Being yourself @philnottinghamPhil Nottingham
  • Out of the box solutions Skilled videographers @philnottinghamPhil Nottingham
  • You don’t have to reinvent the wheel every time
  • Recut and re-edit a library of footage to build your videos
  • Get More Traffic to your site
  • Get videos ranking with a rich snippet @philnottinghamPhil Nottingham
  • How? @philnottinghamPhil Nottingham
  • Create and submit a video sitemap @philnottinghamhttp://www.distilled.net/blog/video/creating-video- sitemaps-for-each-video-hosting-platform/
  • How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience @philnottinghamPhil Nottingham
  • Split Test SERPs with Mechanical Turk @philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/
  • Create transcriptions and put them in the HTML @philnottinghamPhil Nottingham • Valuable for users • Provides unique and relevant text for product pages
  • Best paid transcription service @philnottinghamPhil Nottingham
  • Facebook Open Graph @philnottinghamPhil Nottingham
  • Twitter Cards @philnottinghamPhil Nottingham
  • Build a great presence on YouTube
  • Use the YouTube Keyword Tool for Idea Generation @philnottinghamhttps://ads.youtube.com/keyword_tool
  • Measure user engagement, not views @philnottinghamhttps://www.youtube.com/analytics
  • Mark those with low engagement as “unlisted” Phil Nottingham
  • Ensure consistent quality to boost overall rankings @philnottinghamPhil Nottingham
  • How can I optimise my YouTube videos for success with TrueView advertising @philnottinghamPhil Nottingham
  • 1597 Upvotes http://www.reddit.com/comments/1c2fta
  • Ensure you force engagement withinin the first five seconds @philnottinghamPhil Nottingham
  • Ad Spend = Social Proof @philnottinghamPhil Nottingham
  • 77,000 Views Cost - £5000 (Avg. CPV = 6p)
  • Pay for Ads = FREE OVERLAYS!!! @philnottinghamPhil Nottingham
  • Don’t expect said links to drive traffic @philnottinghamPhil Nottingham
  • I’ve done some research…. @philnottinghamPhil Nottingham
  • 95 Individual Company YouTube Channels @philnottinghamPhil Nottingham
  • 904,053,617 Views @philnottinghamPhil Nottingham
  • @philnottinghamPhil Nottingham Av. CTR = 0.72%
  • YouTube does not typically drive much traffic back to your site @philnottinghamPhil Nottingham
  • Main marketing value from YouTube… brand awareness @philnottinghamhttp://moz.com/blog/the-marketing-value-of-youtube
  • Building Some Fucking Links
  • When people embed a YouTube / Vimeo video – they don’t link to your site. @philnottinghamPhil Nottingham
  • How can I prevent this? @philnottinghamPhil Nottingham
  • Ensure the video is only visible on your domain to start with @philnottinghamPhil Nottingham
  • @philnottinghamPhil Nottingham
  • Automatically includes a link back to your domain @philnottinghamPhil Nottingham
  • If you don’t want to use Wistia I’ve made you a tool…. @philnottinghamPhil Nottingham http://dis.tl/video-embed-generator
  • But… YouTube and Vimeo can generate social traction @philnottinghamPhil Nottingham
  • • Securely host • Outreach • Put on YouTube afterwards @philnottinghamPhil Nottingham
  • Bait and Switch! @philnottinghamPhil Nottingham
  • Use OSE to work out who has linked to the videos @philnottinghamPhil Nottingham
  • Outreach with a value proposition @philnottinghamPhil Nottingham
  • Agency side? Do your clients have successful YouTube videos?
  • Customisable sharing buttons
  • Jonathan Lucas – Unruly UK
  • J-Lu
  • J-Lo
  • J-Lo
  • J-Lu
  • £5K minimum spend
  • Interview your customers @philnottinghamPhil Nottingham
  • 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/
  • Interview your friends & competitors @philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link- building-and-more-at-linklove/ Thanks for the link SEOgadget!
  • I have absolutely no budget at all for video because I work for a terrible company and I’m desperately miserable. Is there anything I can do? Someone in the audience
  • Custom YouTube Playlists @philnottinghamhttps://developers.google.com/youtube/
  • http://dis.tl/youtube-playlists-tool @philnottingham
  • Vine @philnottinghamhttps://vine.co/v/bvP0zgpe9Oa
  • Instagram Video @philnottingham http://mashable.com/2013/06/20/instagram- video-brands/
  • Hangout on air @philnottingham http://www.google.com/+/learnmore/hangouts/on air.html
  • Get yourself one of these bad boys! Samson CO1U - £60 @philnottinghamPhil Nottingham
  • Where should I host my video? At least five emails that Phil gets per week @philnottinghamPhil Nottingham
  • What are you trying to achieve? Phil Nottingham @philnottinghamPhil Nottingham
  • Hosting Options @philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy Self Host YouTube Self host, then YouTube
  • “I want rich snippets, links and my video on YouTube. Can’t I do both self hosting and YouTube all the time?” @philnottinghamPhil Nottingham Several people in the audience
  • Technical Implementation can cannibalise @philnottinghamPhil Nottingham
  • Content will best support a goal… …when it’s created with that goal in mind @philnottinghamPhil Nottingham
  • Let business goals drive both the technical & creative
  • You don’t have to reinvent the wheel every time
  • Slight adjustments in targeting will allow you to repurpose @philnottinghamPhil Nottingham
  • Segment your strategy by goal Re-edit a library of content to get there
  • Think Big @philnottingham
  • @philnottingham Start Small
  • Thanks. Any questions? FOLLOW ME ON THE INTERTWITTERS!!!! @philnottingham