Optimising Your Videos for
Search Engines
PHIL NOTTINGHAM
PHIL NOTTINGHAM
•

Video Marketing Expert

•

Semi-Professional Pirate

•

Enthusiastic Beer Drinker

Senior Consultant, D...
Online video has been a
“thing” for 10 years.
Broadband gave
us streaming at 15fps
Global median mobile
speed today >1MBPS
Online video strategies
have historically looked like
TV advertising strategies
Common Approach to Video Marketing
Have idea want
Decide you
to Video
for acreate a video

Pay a creative
agency to make i...
Common Approach to Video Marketing
Have idea want
Decide you
to Video
for acreate a video

Put the video
everywhere

But t...
Let’s think about
how we consume media
on the internet
We surface content through filters
Our technology protects us
from unwanted content
Including unwanted marketing
http://www.whatisedgerank.com/
Google
Personalised
Search

Phil Nottingham

@philnottingham
Online audiences are then
always inside filter bubbles
Phil Nottingham

@philnottingham
Online Video

Phil Nottingham

≠

Online TV

@philnottingham
Form
Must
Follow
Function
Phil Nottingham

@philnottingham
Phil Nottingham

@philnottingham
Only use video when the
message would be lost by
any other medium
Hyper
Targeted

Phil Nottingham

>

One Size
Fits All

@philnottingham
Video SEO helps to
get your content
through the filter bubbles
Phil Nottingham

@philnottingham
All content must be

goal driven.
Three main goals for video
in online marketing

moz.com/blog/building-a-video-seo-strategy

@philnottingham
Goal 1
Videos to help sell a
specific product or service
Videos for pages.

Phil Nottingham

@philnottingham
Product/category page “conversion” videos

http://www.appliancesonline.co.uk

@philnottingham
Get pages
ranking
with a
Rich Snippet

http://www.kurtzandblum.com

@philnottingham
How?

@philnottingham
Create and submit a video sitemap

http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platf...
Wistia will automate this process for you

http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosti...
Vzaar will automate this process for you

http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hostin...
And/Or Implement Schema.org Mark-up

Phil Nottingham

@philnottingham
How can I work out
whether my pages will
benefit from having video
rich snippets?
Someone in the audience
Split Test SERPs with Mechanical Turk

http://www.tomanthony.co.uk/tools/serp-turkey/

@philnottingham
Create transcriptions
and put them in the HTML

•

Valuable for users

•

Provides unique and relevant text for
product pa...
Best paid transcription service

Phil Nottingham

@philnottingham
Use a secure, paid hosting solution

Phil Nottingham

@philnottingham
Don’t use YouTube for “conversion”
Use
YouTube
and you’ll
drive traffic
to YouTube
http://www.youtube.com/appliancesonline

@philnottingham
I don’t see why that’s
such a problem.
Can’t YouTube also drive
to your site Traffic?
Someone in the audience

Phil Nottin...
I’ve done some research.
95 Individual Company
YouTube Channels

Phil Nottingham

@philnottingham
904,053,617 Views

Phil Nottingham

@philnottingham
Av. CTR = 0.72%

Phil Nottingham

@philnottingham
YouTube does not
typically drive much traffic
back to your site
Phil Nottingham

@philnottingham
YouTube is
for top
of funnel
content only

http://moz.com/blog/the-marketing-value-of-youtube

@philnottingham
Goal 2
Viral Videos
A creative story attached to your brand

http://www.youtube.com/watch?v=cBlRbrB_Gnc

@philnottingham
Informational Content
Tutorials & How-to’s

http://youtube.com/rei

@philnottingham
Purely Informational with no
transactional call to action

Phil Nottingham

@philnottingham
Relevant for an audience
unfamiliar with your brand

Phil Nottingham

@philnottingham
Host for maximum visibility

Phil Nottingham

@philnottingham
Optimise for YouTube (YouTube SEO)
•
•
•
•
•

Optimise Title and Descriptions for
relevant search terms
Include tags
Ensur...
Measure user engagement. Not views.

https://www.youtube.com/analytics

@philnottingham
Goal 3
Use video as part of a
creative page type
Create a video
others will link to
or embed
This isn’t the same as “viral content”

Phil Nottingham

@philnottingham
What does it look
like then?

Phil Nottingham

@philnottingham
190 linking
root domains

http://www.simplybusiness.co.uk/microsites/wordpre
ss-for-small-businesses/

@philnottingham
Ensure the video is only
visible on your domain
to start with

Phil Nottingham

@philnottingham
When people embed a YouTube / Vimeo
video – they don’t link to your site.
How can I prevent this?

Phil Nottingham

@philnottingham
Use a secure, paid hosting solution

Phil Nottingham

@philnottingham
But…YouTube and Vimeo can
generate social traction

Phil Nottingham

@philnottingham
1. Securely host
2. Outreach
3. Put on YouTube
afterwards
Phil Nottingham

@philnottingham
Use Open Site Explorer to work out
who has linked to your videos

http://www.opensiteexplorer.org/

@philnottingham
Outreach with a value proposition

Phil Nottingham

@philnottingham
I want rich snippets, links
and my video on YouTube.
Can I target every goal
with the same video?
Several people in the au...
Technical Implementation
can cannibalise

Phil Nottingham

@philnottingham
Conversions
& Traffic

Brand
Awareness
Links &
Social Shares
Content will best
support a goal…
…when it’s created
with that goal in mind
Phil Nottingham

@philnottingham
But you don’t have to reinvent the
wheel every time
Build up a
library of…. • Interviews
•
•
•
Phil Nottingham

Product shots
Screencasts
General Views
@philnottingham
Segment ideas by goal

Phil Nottingham

@philnottingham
Establish Your Minimum Viable Conversion at every stage in the funnel

Craig Bradford

@CraigBradford
Personalise content
by user group

Phil Nottingham

@philnottingham
Tie it to your audience

shutterstock.com

@philnottingham
Slight adjustments in
targeting will allow you to
repurpose your content

Phil Nottingham

@philnottingham
Recut and re-edit a library
of footage to get there
Use Video when it’s the
right form of content
for an idea
Phil Nottingham

@philnottingham
Let business
goals drive both
the technical
& creative
Thanks!
PHIL NOTTINGHAM, VIDEO STRATEGIST
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
Optimising your Videos for Search Engines - Phil Nottingham
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Optimising your Videos for Search Engines - Phil Nottingham

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Presentation Phil Nottingham gave at Vzaars Digital Marketing group meetup in January 2014, at stationers hall in London.

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  • I’m british, we share a lot.
  • Vicke to design
  • Vicke to design
  • Vicke to Edit
  • Mention Will it blend example
  • Vicke to design
  • Good = Will it blend.Bad = GAIQ.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Get Vicke to redesign
  • 14% increase in traffic within one month just from this implementation
  • MentionYoast Plugin
  • MentionYoast Plugin
  • 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
  • Explain how Google treat iframes
  • 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.
  • Talking about fame here. Brand awareness gets a bad name with SEOs, I’d take an increase in branded search every single time.
  • Primary keyword, secondary keyword brand.Caption Tube
  • Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  • Video only one format among many. It’s not a “thing”.
  • Typically informational rather than funny actionally - since you need people to embed it or link to it in the context of their own content - not just share it and upload it to Reddit. that stuff is all good too - but it’s more of an “awareness’ play, rather than something to directly build links.
  • Integral to the Page Type
  • 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
  • Explain how Google treat iframes
  • Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  • Establish Your Minimum Viable Conversion
  • Optimising your Videos for Search Engines - Phil Nottingham

    1. 1. Optimising Your Videos for Search Engines PHIL NOTTINGHAM
    2. 2. PHIL NOTTINGHAM • Video Marketing Expert • Semi-Professional Pirate • Enthusiastic Beer Drinker Senior Consultant, Distilled Phil.nottingham@distilled.net @philnottingham
    3. 3. Online video has been a “thing” for 10 years.
    4. 4. Broadband gave us streaming at 15fps
    5. 5. Global median mobile speed today >1MBPS
    6. 6. Online video strategies have historically looked like TV advertising strategies
    7. 7. Common Approach to Video Marketing Have idea want Decide you to Video for acreate a video Pay a creative agency to make it Phil Nottingham Put the video everywhere Judge success based on the number of impressions Pay for some seeding/advertising @philnottingham
    8. 8. Common Approach to Video Marketing Have idea want Decide you to Video for acreate a video Put the video everywhere But this doesn’t work very well Pay a creative agency to make it Phil Nottingham Judge success based on the number of impressions Pay for some seeding/advertising @philnottingham
    9. 9. Let’s think about how we consume media on the internet
    10. 10. We surface content through filters
    11. 11. Our technology protects us from unwanted content Including unwanted marketing
    12. 12. http://www.whatisedgerank.com/
    13. 13. Google Personalised Search Phil Nottingham @philnottingham
    14. 14. Online audiences are then always inside filter bubbles
    15. 15. Phil Nottingham @philnottingham
    16. 16. Online Video Phil Nottingham ≠ Online TV @philnottingham
    17. 17. Form Must Follow Function Phil Nottingham @philnottingham
    18. 18. Phil Nottingham @philnottingham
    19. 19. Only use video when the message would be lost by any other medium
    20. 20. Hyper Targeted Phil Nottingham > One Size Fits All @philnottingham
    21. 21. Video SEO helps to get your content through the filter bubbles Phil Nottingham @philnottingham
    22. 22. All content must be goal driven.
    23. 23. Three main goals for video in online marketing moz.com/blog/building-a-video-seo-strategy @philnottingham
    24. 24. Goal 1
    25. 25. Videos to help sell a specific product or service
    26. 26. Videos for pages. Phil Nottingham @philnottingham
    27. 27. Product/category page “conversion” videos http://www.appliancesonline.co.uk @philnottingham
    28. 28. Get pages ranking with a Rich Snippet http://www.kurtzandblum.com @philnottingham
    29. 29. How? @philnottingham
    30. 30. Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    31. 31. Wistia will automate this process for you http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    32. 32. Vzaar will automate this process for you http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    33. 33. And/Or Implement Schema.org Mark-up Phil Nottingham @philnottingham
    34. 34. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience
    35. 35. Split Test SERPs with Mechanical Turk http://www.tomanthony.co.uk/tools/serp-turkey/ @philnottingham
    36. 36. Create transcriptions and put them in the HTML • Valuable for users • Provides unique and relevant text for product pages Phil Nottingham @philnottingham
    37. 37. Best paid transcription service Phil Nottingham @philnottingham
    38. 38. Use a secure, paid hosting solution Phil Nottingham @philnottingham
    39. 39. Don’t use YouTube for “conversion”
    40. 40. Use YouTube and you’ll drive traffic to YouTube http://www.youtube.com/appliancesonline @philnottingham
    41. 41. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience Phil Nottingham @philnottingham
    42. 42. I’ve done some research.
    43. 43. 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
    44. 44. 904,053,617 Views Phil Nottingham @philnottingham
    45. 45. Av. CTR = 0.72% Phil Nottingham @philnottingham
    46. 46. YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
    47. 47. YouTube is for top of funnel content only http://moz.com/blog/the-marketing-value-of-youtube @philnottingham
    48. 48. Goal 2
    49. 49. Viral Videos
    50. 50. A creative story attached to your brand http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
    51. 51. Informational Content
    52. 52. Tutorials & How-to’s http://youtube.com/rei @philnottingham
    53. 53. Purely Informational with no transactional call to action Phil Nottingham @philnottingham
    54. 54. Relevant for an audience unfamiliar with your brand Phil Nottingham @philnottingham
    55. 55. Host for maximum visibility Phil Nottingham @philnottingham
    56. 56. Optimise for YouTube (YouTube SEO) • • • • • Optimise Title and Descriptions for relevant search terms Include tags Ensure you upload at 1280x720 HD or higher Upload a closed caption file (created manually) Get as many (genuine) embeds and links as you can Phil Nottingham @philnottingham
    57. 57. Measure user engagement. Not views. https://www.youtube.com/analytics @philnottingham
    58. 58. Goal 3
    59. 59. Use video as part of a creative page type
    60. 60. Create a video others will link to or embed
    61. 61. This isn’t the same as “viral content” Phil Nottingham @philnottingham
    62. 62. What does it look like then? Phil Nottingham @philnottingham
    63. 63. 190 linking root domains http://www.simplybusiness.co.uk/microsites/wordpre ss-for-small-businesses/ @philnottingham
    64. 64. Ensure the video is only visible on your domain to start with Phil Nottingham @philnottingham
    65. 65. When people embed a YouTube / Vimeo video – they don’t link to your site.
    66. 66. How can I prevent this? Phil Nottingham @philnottingham
    67. 67. Use a secure, paid hosting solution Phil Nottingham @philnottingham
    68. 68. But…YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
    69. 69. 1. Securely host 2. Outreach 3. Put on YouTube afterwards Phil Nottingham @philnottingham
    70. 70. Use Open Site Explorer to work out who has linked to your videos http://www.opensiteexplorer.org/ @philnottingham
    71. 71. Outreach with a value proposition Phil Nottingham @philnottingham
    72. 72. I want rich snippets, links and my video on YouTube. Can I target every goal with the same video? Several people in the audience Phil Nottingham @philnottingham
    73. 73. Technical Implementation can cannibalise Phil Nottingham @philnottingham
    74. 74. Conversions & Traffic Brand Awareness Links & Social Shares
    75. 75. Content will best support a goal… …when it’s created with that goal in mind Phil Nottingham @philnottingham
    76. 76. But you don’t have to reinvent the wheel every time
    77. 77. Build up a library of…. • Interviews • • • Phil Nottingham Product shots Screencasts General Views @philnottingham
    78. 78. Segment ideas by goal Phil Nottingham @philnottingham
    79. 79. Establish Your Minimum Viable Conversion at every stage in the funnel Craig Bradford @CraigBradford
    80. 80. Personalise content by user group Phil Nottingham @philnottingham
    81. 81. Tie it to your audience shutterstock.com @philnottingham
    82. 82. Slight adjustments in targeting will allow you to repurpose your content Phil Nottingham @philnottingham
    83. 83. Recut and re-edit a library of footage to get there
    84. 84. Use Video when it’s the right form of content for an idea Phil Nottingham @philnottingham
    85. 85. Let business goals drive both the technical & creative
    86. 86. Thanks! PHIL NOTTINGHAM, VIDEO STRATEGIST

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