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Video Saved the Marketing Star: Amping Up Search with Video Content

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View the full recorded webinar at http://bit.ly/12edXv5. ...

View the full recorded webinar at http://bit.ly/12edXv5.

Did you know videos rank 41% better than text content in search engines, and YouTube is the 2nd largest search engine in the world? Video content presents marketers with an incredible opportunity to reach and engage with prospective customers in a whole new way – and in a mobile world, this opportunity cannot be ignored.

In this webinar, Janet Driscoll Miller, President & CEO of Search Mojo, and Jessica Davidson, Account Manager at Search Mojo, will show you why you should be including video as part of your content and search marketing strategy, and share with you some useful ideas for leveraging video.

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  • Also use regular Sitemaps for your blogs and website. Search Mojo new blog entries are indexed and within Google in less than a minute!

Video Saved the Marketing Star: Amping Up Search with Video Content Video Saved the Marketing Star: Amping Up Search with Video Content Presentation Transcript

  • VIDEO SAVEDTHE MARKETING STAR:AMPING UP SEARCHWITH VIDEO CONTENTJANET DRISCOLL MILLERPRESIDENT AND CEOJESSICA DAVIDSON,ACCOUNT MANAGER @SEARCHMOJO SEARCH-MOJO.COMDECEMBER 6, 2012 800.939.5938
  • TODAY’S PRESENTERS Janet Driscoll Miller Jessica Davidson President & CEO, Search Mojo Account Manager, Search Mojo@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ABOUT SEARCH MOJO • 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 • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, SMX Social, PubCon, MarketingProfs, and more@searchmojo #mojowebinar SEARCH-MOJO.COM
  • OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ORGANIC SEARCHAND VIDEO @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • VIDEO IN SEARCH RESULTS• Search results are becoming more “blended”• Videos differentiate your page in search results@searchmojo #mojowebinar SEARCH-MOJO.COM
  • VIDEO PERFORMS WELL ORGANICALLY Videos receive Videos are 53 a 41% higher times more likely CTR on search to generate a 1st results than page Google text content. ranking.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • VIDEO HOSTING OPTIONS MATTER Type Examples Benefits Enterprise Hosting Privately hosted, provide detailed video analytics, ability to gate your video content Video Sharing Sites Free, wide exposure, videos can be indexed@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY YOUTUBE? • Put your video on YouTube AND your website – Both can rank – Greater visibility – 2nd largest search engine – YouTube offers benefits to non-profits • Not considered duplicate content as of now • Vimeo & Slideshare rank well too@searchmojo #mojowebinar SEARCH-MOJO.COM
  • VIDEO THUMBNAILS IN ORGANIC SEARCH • Get video thumbnails ranking by creating video rich snippets – Schema.org • Benefits of video thumbnails in search results – Differentiates your page from others – Greater CTR’s@searchmojo #mojowebinar SEARCH-MOJO.COM
  • RICH SNIPPETS FOR VIDEO• Schema.org – Signal to search engines that a certain page is about a particular item – Tell search engines about the video • Some content required to be marked up • Marked up content must be readable – cannot be hidden – Won’t improve rankings @searchmojo #mojowebinar SEARCH-MOJO.COM
  • GETTING VIDEO INDEXED • XML video Sitemap or mRSS feed help engines know: – Where videos reside – More info about each video • Won’t improve ranking, but may improve indexing frequency • Provides additional info to engines, such as length of video@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CASE STUDY: PETROCHEM For keywords for which Google offers video results, any given video in the 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 Timeframe Organic Pages Search Ranked in Traffic Top 10 30 days 335% 5/10 80 days 889% 9/10@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ALSO CONSIDER FOR ECOMMERCE Shopping site visitors who watch a video are 64% more likely to buy than those who• Zappos don’t.• Product attributes, how to use the product• Put the video on the product page• Doesn’t have to be elaborate• Helps differentiate your product in search @searchmojo #mojowebinar SEARCH-MOJO.COM
  • CAUTION: AUTHORSHIP HICCUPS • Google looks for the word “by” followed by a name on pages – Automatically can add authorship to a page – Overrides other schema – Will show up as video using testing tool@searchmojo #mojowebinar SEARCH-MOJO.COM
  • PAID SEARCHAND VIDEO @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • VIDEO ADS • Video ad options available in Google AdWords and LinkedIn – Google: Only available on content network – LinkedIn: Available for both self-serve and LinkedIn Marketing Solutions@searchmojo #mojowebinar SEARCH-MOJO.COM
  • VIDEO ON LANDING PAGES • Try video on landing pages • Basic rules: – Don’t set the video to “auto-play.” – Use the video as your “hero shot.” – Use video that delivers on your promise. – Ensure optimal load times. – Test various elements of the video where possible. • Ex: length of video (where do people abandon?) – Use Google Analytics to measure success.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CASE STUDY 1: VIDEO OFFER VS. WHITEPAPER OFFER Video Landing Page Test - Conversions Video Conversions Number of Conversions White Paper Conversions@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CASE STUDY 2: VIDEO TESTIMONIAL VS. CASE STUDY@searchmojo #mojowebinar SEARCH-MOJO.COM
  • DON’T ASSUME -- TEST • Not all video is created equal – Content – Length – Speaker – Load time@searchmojo #mojowebinar SEARCH-MOJO.COM
  • VIDEO ANALYTICS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • MEASURING ORGANIC SUCCESS • Rankings of pages with video • Indexed video pages • Traffic to video pages from organic@searchmojo #mojowebinar SEARCH-MOJO.COM
  • MEASURING SUCCESS FROM PAID • Conversions on video landing pages – Use Google Analytics Experiments for A|B testing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • EVENT TRACKING • Track video interaction and other information – Play – Pause – Stop – Downloads – Player type • Track certain actions as goals • Another reason to avoid auto-play: mucks with bounce rate@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY VIDEO IS HARD TO TEST • Not as “flexible” as HTML or text-based content – Often takes special skills to edit • Each video is different • Video is the medium, just as a web page is a medium – Content, imagery, etc. all still apply@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT’S NEXT? • Interested in hearing more about Search Mojo’s services? • Reach out to Janet & start a conversation! jmiller@search-mojo.com 800-939-5938 x101@searchmojo #mojowebinar SEARCH-MOJO.COM
  • UPCOMING WEBINAR Leveraging Local SEO for More Leads • January 10, 2013 • 2:00 p.m. ET • Register today at www.search-mojo.com/local@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTACT Janet Driscoll Miller Jessica Davidson jmiller@search-mojo.com jdavidson@search-mojo.com 800-939-5938 x101 800-939-5938 x110 Google+: +Janet Driscoll Miller Google+: +Jessica Davidson (and +Search Mojo) (and +Search Mojo) Twitter: @janetdmiller Twitter: @Davidson_JL Facebook: Facebook: www.facebook.com/SearchMojo www.facebook.com/SearchMojo@searchmojo #mojowebinar SEARCH-MOJO.COM