@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
TAD MILLER,
VICE PRESIDENT OF ACCOUNTS
BLAINE ANDERSON,
JR. ACCOUNT MANAGER
@SEAR...
SEARCH-MOJO.COM@searchmojo #mojowebinar
Tad Miller,
Vice President of Accounts,
Search Mojo
Follow on Twitter: @jstatad
Bl...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
...
SEARCH-MOJO.COM@searchmojo #mojowebinar
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM@searchmojo #mojowebinar
• “800 million people visit
YouTube worldwide every
month.” – DoubleClick AdPlanne...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• No conversions on
YouTube
• Use video ads for:
– Supplementing your
product/serv...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Key Metrics
– Views
• People who watch your ad
– Follow-On Views
• People who wa...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Key Metrics
– Views
– Follow-On Views
– Follow-On Subscribes
– Website Clicks
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Website Clicks
– Link in descriptions
– Call-to-Action overlay
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM@searchmojo #mojowebinar
• In-stream
– Plays before a
selected video
– “Bait”
– Website Clicks
– Branding &...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• In-Display
– On top of
suggested videos
– Don’t know you,
but interested in
what...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• In-Search
– Ads show in YouTube search results
– When people are searching for y...
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM@searchmojo #mojowebinar
• New Remarketing
List Options
– Subscribers
– Unsubscribers
– Viewed certain vide...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Remarket to…
– Your YouTube viewers with YouTube ads
• Can be used for…
– A seri...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Remarket to…
– Your website visitors with YouTube ads
• Can be used for…
– Demon...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Remarket to…
– Your YouTube viewers with AdWords ads
• Can be used for…
– Initia...
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
MAXIMIZING YOUTUBE FOR YOUR WEBSITE’S SEO
SEARCH-MOJO.COM@searchmojo #mojowebinar
• If Google were to elaborate on how user
engagement with websites impacts its
ran...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Getting eyes to the page is important
• Keeping them on the page is more
importa...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• When visitors click through from search
results and immediately go back to those...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Google and Bing can get you found but
your website has to deliver the results
wi...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Google isn’t the same as it was in 2009, but a 2009
Forester study found that Vi...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Google’s Universal Search results favor informational
videos that answer informa...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Make your video “Informational” by using
the right words in Titles, Tags & Descr...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• You can have your cake and eat it too. Put videos on your
site and YouTube Chann...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Use an XML Video Site Map
• Mark up your embedded YouTube videos
with Rich Snipp...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Google’s Search Robots aren’t really smart enough
to know that you have videos o...
SEARCH-MOJO.COM@searchmojo #mojowebinar
SEARCH-MOJO.COM@searchmojo #mojowebinar
• They aren’t going to take your word for
it with the XML Video Sitemap
• You need...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• For straight video embeds we like to use
Video Schema Markup – its favored by
Go...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• We have had difficulty getting Video
Schema to work when YouTube videos are
play...
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Our workaround for video overlays or
pop-ups are Facebook Open Graph Video
Tags
SEARCH-MOJO.COM@searchmojo #mojowebinar
• When you successfully do both the XML
Video Site Map and the on-page markup
you ...
SEARCH-MOJO.COM@searchmojo #mojowebinar
Timeframe Organic
Search
Traffic
Pages
Ranked in
Top 10
30 days 335% 5/10
80 days ...
SEARCH-MOJO.COM@searchmojo #mojowebinar
Breaking Down the Buy-In Barrier for B2B
Content Marketing
October 10, 2013
2:00 p...
SEARCH-MOJO.COM@searchmojo #mojowebinar
Contact Search Mojo:
Sean McCusty
800-939-5938 ext. 116
smccusty@search-mojo.com
SEARCH-MOJO.COM@searchmojo #mojowebinar
Tad Miller
Google+: +Tad Miller
Twitter: @jstatad
Google+: +Search Mojo
Twitter: @...
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Leveraging YouTube for Online Marketing Success

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There is no doubt that videos are huge –YouTube is the second largest search engine in the world, with over 1 billion unique visitors every month. And video is not just popular as a form of entertainment, but as a content marketing tactic. MarketingProfs reports that 81% of senior marketing executives use online video content in their marketing programs. In addition, your chances of getting not only a page one ranking in Google, but also inbound links, increase with the inclusion of video.

During this webinar, Search Mojo’s Tad Miller and Blaine Anderson will show you how you can get the most from your video content by leveraging everything YouTube has to offer, and make sure they can be found in search.

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Leveraging YouTube for Online Marketing Success

  1. 1. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 TAD MILLER, VICE PRESIDENT OF ACCOUNTS BLAINE ANDERSON, JR. ACCOUNT MANAGER @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  2. 2. SEARCH-MOJO.COM@searchmojo #mojowebinar Tad Miller, Vice President of Accounts, Search Mojo Follow on Twitter: @jstatad Blaine Anderson, Jr. Account Manager, Search Mojo Follow on Twitter: @BlaineAAnderson
  3. 3. SEARCH-MOJO.COM@searchmojo #mojowebinar • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. SEARCH-MOJO.COM@searchmojo #mojowebinar
  5. 5. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  6. 6. SEARCH-MOJO.COM@searchmojo #mojowebinar • “800 million people visit YouTube worldwide every month.” – DoubleClick AdPlanner • Connect YouTube channel with AdWords account
  7. 7. SEARCH-MOJO.COM@searchmojo #mojowebinar • No conversions on YouTube • Use video ads for: – Supplementing your product/service – “First-notice” – Top-of-mind YouTube Conversion
  8. 8. SEARCH-MOJO.COM@searchmojo #mojowebinar • Key Metrics – Views • People who watch your ad – Follow-On Views • People who watch your ad, then watch more videos from your channel – Follow-On Subscribes • People who watch your ad, then subscribe to your channel – Website Clicks • People who watch your ad, then click through to your website
  9. 9. SEARCH-MOJO.COM@searchmojo #mojowebinar • Key Metrics – Views – Follow-On Views – Follow-On Subscribes – Website Clicks
  10. 10. SEARCH-MOJO.COM@searchmojo #mojowebinar • Website Clicks – Link in descriptions – Call-to-Action overlay
  11. 11. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  12. 12. SEARCH-MOJO.COM@searchmojo #mojowebinar • In-stream – Plays before a selected video – “Bait” – Website Clicks – Branding & Awareness
  13. 13. SEARCH-MOJO.COM@searchmojo #mojowebinar • In-Display – On top of suggested videos – Don’t know you, but interested in what you offer
  14. 14. SEARCH-MOJO.COM@searchmojo #mojowebinar • In-Search – Ads show in YouTube search results – When people are searching for you & what you offer
  15. 15. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  16. 16. SEARCH-MOJO.COM@searchmojo #mojowebinar • New Remarketing List Options – Subscribers – Unsubscribers – Viewed certain videos – Viewed your channel page – Etc.
  17. 17. SEARCH-MOJO.COM@searchmojo #mojowebinar • Remarket to… – Your YouTube viewers with YouTube ads • Can be used for… – A series of consecutive videos – “Call-to-Action” videos Watch Video 1 See Video 2 (YouTube Ad) Remarketing List
  18. 18. SEARCH-MOJO.COM@searchmojo #mojowebinar • Remarket to… – Your website visitors with YouTube ads • Can be used for… – Demonstrating product usage – Top-of-mind awareness Website Visitor YouTube AdRemarketing List
  19. 19. SEARCH-MOJO.COM@searchmojo #mojowebinar • Remarket to… – Your YouTube viewers with AdWords ads • Can be used for… – Initiating conversion path – Top-of-mind awareness YouTube Viewer AdWords AdsRemarketing List
  20. 20. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 MAXIMIZING YOUTUBE FOR YOUR WEBSITE’S SEO
  21. 21. SEARCH-MOJO.COM@searchmojo #mojowebinar • If Google were to elaborate on how user engagement with websites impacts its ranking Algorithm “Black Hats” would likely artificially automate site traffic to “game it”
  22. 22. SEARCH-MOJO.COM@searchmojo #mojowebinar • Getting eyes to the page is important • Keeping them on the page is more important
  23. 23. SEARCH-MOJO.COM@searchmojo #mojowebinar • When visitors click through from search results and immediately go back to those search results to find something better Customers will stay an average of 2 minutes longer on your site if it contains video (Comscore)
  24. 24. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google and Bing can get you found but your website has to deliver the results with customers to succeed
  25. 25. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google isn’t the same as it was in 2009, but a 2009 Forester study found that Videos were 53% more likely to have top 10 rankings than text pages • Pages with videos on them are 3 times more likely to attract inbound links from other sites Moz
  26. 26. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google’s Universal Search results favor informational videos that answer informational search queries aimClear: Video in Google & Bing Universal SERPs
  27. 27. SEARCH-MOJO.COM@searchmojo #mojowebinar • Make your video “Informational” by using the right words in Titles, Tags & Descriptions – “How To” – “What Is” – “Comparison” – “Vs.” – “Reviews”
  28. 28. SEARCH-MOJO.COM@searchmojo #mojowebinar • You can have your cake and eat it too. Put videos on your site and YouTube Channel • YouTube videos are embeddable on your website • Conversion actions are on your website. Not on YouTube. – Try to keep your video traffic in your conversion funnel
  29. 29. SEARCH-MOJO.COM@searchmojo #mojowebinar • Use an XML Video Site Map • Mark up your embedded YouTube videos with Rich Snippets – Video Schema Markup – Facebook Open Graph Tags
  30. 30. SEARCH-MOJO.COM@searchmojo #mojowebinar • Google’s Search Robots aren’t really smart enough to know that you have videos on your web pages • You have to clue them in with a video site map
  31. 31. SEARCH-MOJO.COM@searchmojo #mojowebinar
  32. 32. SEARCH-MOJO.COM@searchmojo #mojowebinar • They aren’t going to take your word for it with the XML Video Sitemap • You need to “Mark Up” your YouTube Video with Rich Text • We use: – Video Schema Markup – Facebook Open Graph Tags
  33. 33. SEARCH-MOJO.COM@searchmojo #mojowebinar • For straight video embeds we like to use Video Schema Markup – its favored by Google/Bing
  34. 34. SEARCH-MOJO.COM@searchmojo #mojowebinar • We have had difficulty getting Video Schema to work when YouTube videos are played in a pop-up or overlay
  35. 35. SEARCH-MOJO.COM@searchmojo #mojowebinar • Our workaround for video overlays or pop-ups are Facebook Open Graph Video Tags
  36. 36. SEARCH-MOJO.COM@searchmojo #mojowebinar • When you successfully do both the XML Video Site Map and the on-page markup you are eligible to get video thumbnails in Search Engine Results Pages • Search results with video thumbnails have a 41% better click through rate than text search results RankAbove Study
  37. 37. SEARCH-MOJO.COM@searchmojo #mojowebinar Timeframe Organic Search Traffic Pages Ranked in Top 10 30 days 335% 5/10 80 days 889% 9/10 • Before and after traffic results for implementing an XML video site map and Video Schema Markup on pages that already had videos on them are pretty significant positive changes
  38. 38. SEARCH-MOJO.COM@searchmojo #mojowebinar Breaking Down the Buy-In Barrier for B2B Content Marketing October 10, 2013 2:00 p.m. ET Register today at www.search-mojo.com/b2bcontent Kari Rippetoe Content Marketing Manager Search Mojo
  39. 39. SEARCH-MOJO.COM@searchmojo #mojowebinar Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 smccusty@search-mojo.com
  40. 40. SEARCH-MOJO.COM@searchmojo #mojowebinar Tad Miller Google+: +Tad Miller Twitter: @jstatad Google+: +Search Mojo Twitter: @SearchMojo Facebook: facebook.com/searchmojo Blaine Anderson Google+: +Blaine Anderson Twitter: @BlaineAAnderson
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