Apogee Results - Video SEO & Video Promotional Strategies for YouTube and Beyond

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2013 Video SEO & Video Promotional Strategies for YouTube and Beyond | Apogee Results

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Apogee Results - Video SEO & Video Promotional Strategies for YouTube and Beyond

  1. 1. Apogee Results | © 2013 2013 Video SEO & Video Promotional Strategies for YouTube and Beyond Leake@apogeeresults.com William Leake, It’s My Fault (aka CEO) Apogee Results @Marketing_Bill
  2. 2. Apogee Results | © 2013 I. How are online videos found? II. Importance of YouTube III. Posted vs. Hosted IV. YouTube Optimization I. Submission II. Ranking Factors III. Video Site Map IV. YouTube Retargeting V. New Ability: Editing an existing video V. Optimizing Videos on your website What We Will Cover
  3. 3. Apogee Results | © 2013 Universal Search: Dominated By Video
  4. 4. Apogee Results | © 2013 38% of users who searched Google were served video in Universal search engine results pages Source: “Google Universal Search Results Searcher Penetration by Result Type” – ComScore January 2012
  5. 5. Apogee Results | © 2013 Source: TechCrunch And Yet…Video Views Fizzle Quickly
  6. 6. Apogee Results | © 2013 Time & Dollars, Create Video Time & Dollars, Promote Video Because…
  7. 7. Apogee Results | © 2013 Partial Video Search Engine List
  8. 8. Apogee Results | © 2013 It’s A YouTube/Google World
  9. 9. Apogee Results | © 2013 Source: TechCrunch It’s A YouTube/Google World, But…
  10. 10. Apogee Results | © 2013 Video SEO Produces More Sales than Traditional SEO “65% of senior executives surveyed visited a vendors site after watching a video. Executives said they were more likely to make a purchase of call a vendor.” Source: 2011 Forbes study, “Video in the C-Suit” Video SEO vs. Traditional SEO
  11. 11. Apogee Results | © 2013 Over 70% of all web usage and over 50% of all mobile device usage is on video viewing – and it is forecasted that 90% of consumer IP traffic (the majority of total IP traffic) will be video in 2014.” Source: “Cisco Visual Networking Index: Forecast and Methodology, 2010-2015” Cisco Confirms: Video Is the New SEO
  12. 12. Apogee Results | © 2013 • Generation 1.0 • Depend primarily on metadata and on-page text • Most are working on evolving • Generation 2.0 • Use metadata, on-page text, UGC and advanced recognition technologies (speech, visual, facial, OCR, etc..) Video Search Engines
  13. 13. Apogee Results | © 2013 Posted: video content uploaded to video sharing sites, social media, etc… and/or Hosted: video content that is on YOUR website Basic Options
  14. 14. Apogee Results | © 2013 • EXISTING TRAFFIC – Existing video websites have a critical mass of traffic and users, easier to go viral • Better ability to rank on universal search (Google) and other search engines • Potential to dominate the traditional SERPs with “carpet bombing,” by submitting to multiple video sites (due to weak duplicate content filtering at present) • Don’t need your own website Benefits of Posted Video SEO
  15. 15. Apogee Results | © 2013 • Control – over related on-page text, encoded metadata, user-experience, etc... • Control over monetization/advertising • Generate traffic to your website • While you can currently dominate the SERPs with “carpet bombing,” posted strategies, this may go away with duplicate content filtering in the future Benefits of Hosted Video SEO
  16. 16. Apogee Results | © 2013 • Second largest search engine • Third most visited website (800 million uniques, only 50 million less than FB) • 60 hours of video uploaded EVERY minute (was 48 hours in 2011 and 20 hours in 2009) • Over 4 BILLION Videos viewed a day (was 3 billion in 2011) • http://www.youtube.com/t/press_statistics YouTube
  17. 17. Apogee Results | © 2013 • Ranking • Honors • Links • Comments • Share • Subscribers • Video Age • View Count Top Ranking Factors • Title, description, keyword tags • Annotations • Thumbs Up / Down • Flagging • Video Responses • Channel Views • # of Embeds • Playlists
  18. 18. Apogee Results | © 2013 • YouTube only allows you to search YouTube • YouTube may be king, but it doesn’t have ALL the interesting content • Copyright issues re: content still a real problem Beyond YouTube
  19. 19. Apogee Results | © 2013 • Metadata (in-file) • Indexing in-file metadata is still a weak point of search engines, but this is improving • Encode your video files with solid, meaty metadata that includes your metadata title, date, author, description and keywords. Website Video SEO Tips
  20. 20. Apogee Results | © 2013 • The Video Files Themselves … • Offer multiple formats (e.g. mov, mpeg, mp4, flv) • Include keywords in the filename • Include the *video* in the filename too Website Video SEO Tips
  21. 21. Apogee Results | © 2013 • On-Page Elements • Follow general SEO principles for optimizing title, meta, H1, etc. tags and URLS… • Definitely include contextually related links to articles and other videos • Consider publishing captions and/or abstracts as additional relevant on-page content. Website Video SEO Tips
  22. 22. Apogee Results | © 2013 • Site Structure • Use Unique URLS • One video per URL • Use embedded players – never pop-ups • Create nav links to the video content • Place the videos in a central root folder/directory Website Video SEO Tips
  23. 23. Apogee Results | © 2013 • Remember it’s about Sharing • Enable comments • Include social bookmarking tools • Allow visitors to subscribe to your videos • Let viewers grab your embed code - easily (with a link) • Remember internal linking (consider site-wide link(s) in your page footer) Website Video SEO Tips
  24. 24. Apogee Results | © 2013 •Search engines currently try hard (and often fail) to crawl the web and index video content. BUT, in marked contrast to traditional SEO, don’t wait for them to find you. Submit your video content. •Media RSS (MRSS) Feed Syndication •Most video search engines accept RSS / MRSS feeds (+ iTunes) •MRSS is an RSS feed with media enclosure TIP - If you have a problem, contact the video search engines, they are helpful and want your content How Do Videos Get Into Search Engines
  25. 25. Apogee Results | © 2013 Missed Opportunity?
  26. 26. Apogee Results | © 2013 SEO Optimized Video
  27. 27. Apogee Results | © 2013 Tweets & Articles
  28. 28. Apogee Results | © 2013 Integrated Contest
  29. 29. Apogee Results | © 2013 Integrated Contest
  30. 30. Apogee Results | © 2013 (aka Shameless Plug Slide) • Apogee Results, based in Austin is the coolest “pure-play” online marketing firm in Texas, and one of the largest independents left – 100’s of clients, including Whole Foods, National Public Radio, Golfsmith, Lance Armstrong / Livestrong, Olive Garden, IBM, PerkinElmer, SAP, Hewlett Packard, Shell, Merrill Lynch + more high growth VC- backed and Inc.5000 clients than any other firm – Paid, Earned and Owned Online Media, Website Effectiveness & Conversion • Our management team built *the first* company to ever sell a million dollars of product on the internet • Our management team has been doing search engine optimization since 1995, paid search since early 1998 (within 2 days of GoTo’s launch) and social since 2003 • Founder’s background includes McKinsey & Co., Dell, and executive roles at successful, private-equity-backed firms • All programs are results-focused and metrics-based We *might* Know Something
  31. 31. Apogee Results | © 2013 • Apogee Results Blog: www.ApogeeResults.com/Blog/ • WebMaster World: www.webmasterworld.com • DigitalPoint Forums: forums.digitalpoint.com • Search Engine Land: searchengineland.com • Sphinn: sphinn.com • MarketingSherpa: marketingsherpa.com • ClickZ: clickz.com Additional Resources and Q&A

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