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SearchLove Boston 2013_Phil Nottingham_Leveraging video for links

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SearchLove Boston 2013_Phil Nottingham_Leveraging video for links

  1. 1. Phil NottinghamSEO Consultant, Distilledphil.nottingham@distilled.net@philnottingham
  2. 2. Two years ago I got a job at Distilled
  3. 3. As something called an “SEO”
  4. 4. I’m originally from a background inTheatre and Film
  5. 5. Perception
  6. 6. Reality
  7. 7. Phil’s first day at Distilled
  8. 8. Phil’s second week at Distilled
  9. 9. I edited and launched our first setof conference videos
  10. 10. I got bored and gave Rand and Will lightsabers
  11. 11. We then started playing with video asa media type for marketing
  12. 12. Along the way, I’veaccidentally becomeresponsible for Distilled’svideo strategy
  13. 13. Distilled Circa 2013
  14. 14. We’ve hiredMargaritahttp://www.distilled.net/about/people/margarita-Iosef/
  15. 15. We’ve started integrating video intomore of our marketing campaigns
  16. 16. We’ve started creating video for clients
  17. 17. But we’re just getting started
  18. 18. Leveraging Video for LinkBuildingPHIL NOTTINGHAM
  19. 19. Something absolutely noone is doing.Phil Nottingham, 2013@philnottingham
  20. 20. This video was not made for linksphilnottinghamhttp://www.dollarshaveclub.com/
  21. 21. I’ve wanted to give this talk since Ijoined Distilled
  22. 22. Link buildingopportunitieswith videoThingsSEO’sare doing@philnottingham
  23. 23. Doing video generally right
  24. 24. Two core principles:1. Only when the message would belost by any other medium2. Have a goal in mind@philnottingham
  25. 25. There are essentially three thingsvideo is good for@philnottinghamhttp://www.seomoz.org/blog/building-a-video-seo-strategy
  26. 26. (Fame)
  27. 27. Example@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_GncA creative story attached to your brand
  28. 28. Stuff you should beputting on social platforms@philnottinghamhttp://www.seomoz.org/blog/the-marketing-value-of-youtube
  29. 29. Product videos – created for pages@philnottinghamhttp://www.appliancesonline.co.uk
  30. 30. Get rich snippets@philnottinghamhttp://www.kurtzandblum.com
  31. 31. Secure hosting and a video sitemap@philnottinghamhttp://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/
  32. 32. YouTube will steal your traffic@philnottinghamhttp://www.youtube.com/appliancesonline
  33. 33. And provide nothing in return@philnottingham
  34. 34. This is what I’m going tocover today
  35. 35. Video as Link Bait
  36. 36. 2 ways people link to videos
  37. 37. How and when do people link to videos?Link to Pages Embed VideosWhen it’s a good resourceWhen it’s entertainingWhen it’s informationalOnly when it’s directly valuableto their audience@philnottingham
  38. 38. Approach 1: Video as partof a Page Type
  39. 39. @philnottinghamhttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/190 linkingroot domains
  40. 40. http://www.simplybusiness.co.uk/microsites/youtube-for-small-business/
  41. 41. New Integrations of HTML5 and JQuery@philnottinghamhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remixed_and_popped.html
  42. 42. http://cloudsovercuba.com/
  43. 43. Approach 2: Creating avideo others will Embed
  44. 44. This normally isn’t “viral content”@philnottingham
  45. 45. What does it look like then?
  46. 46. Provide value for the target site’saudience:• Instruct• Educate• Entertain@philnottingham
  47. 47. http://www.abc.net.au/tv/hungrybeast/
  48. 48. It got awesome links@philnottinghamhttp://www.forbes.com/sites/matthewnewton/2011/06/30/anatonomy-of-a-computer-virus/
  49. 49. It got awesome links@philnottinghamhttp://www.scientificamerican.com/article.cfm?id=stuxnet-like-viruses-remain-a-top-us-security-risk
  50. 50. 682 links from 214 DomainsTo video on abc.net.au@philnottingham
  51. 51. 6,608 links from 517 domainsTo video on vimeo.com
  52. 52. Vimeo embeds allow users to include a textattribution link@philnottingham
  53. 53. But those links always point to the userprofile on vimeo.com@philnottingham
  54. 54. Same is true with all social video platforms…@philnottingham
  55. 55. How can I prevent this?
  56. 56. Ensure the video is onlyvisible on your domain@philnottingham
  57. 57. The best platform by some distance@philnottingham
  58. 58. Customise your embed code toinclude a link<iframesrc="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&playerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=true" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed"name="wistia_embed" width="768" height="432"></iframe></br>via <ahref="http://www.example.com/product-page">Distilleds client</a>@philnottinghamhttp://dis.tl/video-embed-generator
  59. 59. http://dis.tl/video-embed-generator@philnottingham
  60. 60. Great for branding, but not for link bait!@philnottingham
  61. 61. But… YouTube can generate social traction@philnottinghamhttp://seogadget.com/great-marketing-often-misses-the-mark-on-seo/53 Million Views1 Million Likes93 Links (to Dove’s site)
  62. 62. How can I know whether my content isrelevant for the YouTube Audience?@philnottinghamhttps://www.youtube.com/keyword_tool
  63. 63. Using YouTube to buildLinks
  64. 64. Bait and Switch(white hat style)
  65. 65. • Securely host• Outreach• Put on YouTube afterwards@philnottingham
  66. 66. Pay for viral seeding butbenefit from second ordershares and links.
  67. 67. Managed to get Google penalised@philnottinghamhttp://www.theverge.com/web/2012/1/3/2678948/google-unruly-media-response-chrome-sponsored-post
  68. 68. Customisable sharing buttons
  69. 69. Video CouncilWinner Best ContentDistribution ServiceWinner Digital Innovator ofthe YearWinner 2012 DigitalInnovation Award
  70. 70. Smarter YouTubeAdvertising
  71. 71. 1597 Upvoteshttp://www.reddit.com/comments/1c2fta
  72. 72. Advertise your content,not your product@philnottingham
  73. 73. Retarget using theGoogle Display Network@philnottingham
  74. 74. Leverage other VideoAssets
  75. 75. Having richer page typescorrelates with morenatural links
  76. 76. Average LRDs per blog post202 192050100150200250With Video Without Video@philnottingham
  77. 77. Average Likes per blog post6404840100200300400500600700With Video Without Video@philnottingham
  78. 78. Average Tweets per blog post327252050100150200250300350With Video Without Video@philnottingham
  79. 79. Average +1s per blog post327252050100150200250300350With Video Without Video@philnottingham
  80. 80. Average shares of blog posts by media type – moz.com@philnottinghamhttp://www.distilled.net/training/video-marketing-guide/202 279 382 25872011621158121587166152 176020040060080010001200140016001800Text Only Image and Text Video and Text All three mediatypesPlus OnesTweetsLikes
  81. 81. @philnottinghamhttp://www.zappos.com/
  82. 82. @philnottinghamhttp://www.appliancesonline.co.uk/
  83. 83. Wistia have videos on almost every page@philnottinghamhttp://wistia.com/labs/
  84. 84. They’re killing it – good job guys!@philnottingham
  85. 85. Video integrated within widercontent strategy@philnottingham
  86. 86. Re-edit existing assets forpartnerships
  87. 87. Give them the embed code, not the raw file@philnottingham
  88. 88. Make stuff for others
  89. 89. Great content gets youtop-tierguest posts@philnottingham
  90. 90. techsmith.com – DA92@philnottinghamhttp://blogs.techsmith.com/tips-how-tos/video-for-small-business/#.UZTzDbWG2So
  91. 91. Interview your friends & competitors@philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link-building-and-more-at-linklove/Thanks for thelinkSEOgadget!
  92. 92. Invest in the skills and facilities@philnottinghamhttp://www.simplybusiness.co.uk/Simply Business spent~ $15,000
  93. 93. Interview your customers@philnottingham
  94. 94. 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/
  95. 95. Supporting Bloggingstrategy with Video
  96. 96. Everyone should be doingthis. Yes, everyone.Phil Nottingham, 2013@philnottingham
  97. 97. Series > One-offs@philnottingham
  98. 98. More scalable to produce@philnottinghamhttp://www.youtube.com/playlist?list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi
  99. 99. $700 Camcorder$50 Tripod$300 audio interface$100 lapel microphone set$500 lighting rigTotal: $1650@philnottingham
  100. 100. Build a content series forsocial video platforms
  101. 101. Blip.TV – DA93@philnottinghamMust be completely non-branded and informational.
  102. 102. Dailymotion (DA97) – followed links for “motionmakers”@philnottinghamhttp://www.dailymotion.com/gb/motionmaker
  103. 103. Photobucket (DA95) – followed profile links@philnottinghamhttp://www.photobucket.com
  104. 104. Using Video to Boost PREfforts
  105. 105. Video News Releases – get journalists to notice you@philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/guidance-video-news-releases
  106. 106. Augmenting corporate and People Pages@philnottinghamhttps://www.huddle.com/resources/collaboration-videos/huddle-behind-the-scenes/
  107. 107. Building links with nobudget at all for video
  108. 108. Custom YouTube Playlists@philnottinghamhttps://developers.google.com/youtube/
  109. 109. http://dis.tl/youtube-playlists-tool@philnottingham
  110. 110. …or hangout on air@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html
  111. 111. Final Thoughts…
  112. 112. Why is no one doing this?
  113. 113. We don’t have the budgetA lot of agencies@philnottingham
  114. 114. This is partially true@philnottinghamhttp://www.seomoz.org/seo-industry-survey#spending-and-budgetsAverageconsultingbudgets are ~$2000 per month
  115. 115. But short sighted@philnottinghamhttp://www.unrulymedia.com/article/10-04-2013/video-advertising-market-increases-46-2012-digital-spend-smashes-£5billion-mark-fPitch for a fraction of these budgets
  116. 116. Pitch to go slower@philnottingham
  117. 117. Benefits go past just the links@philnottingham
  118. 118. Activity that will hold its valueeven if/when links become aless important signal.@philnottingham
  119. 119. Making better pages andbetter marketing channels@philnottingham
  120. 120. Yeah... but Phil…I don’thave the skills to producevideo…Several people in the audience@philnottingham
  121. 121. The people who do are cheap• http://www.mandy.com• http://www.shootingpeople.org• http://searchlight.com• http://skillset.org• http://www.productionhub.com• http://www.filmandtvpro.com/us/@philnottingham
  122. 122. There’s tons of resources online tohelp 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@philnottingham
  123. 123. Think Big@philnottingham
  124. 124. Start Small@philnottingham
  125. 125. Thanks.Any questions?PHIL NOTTINGHAMphil.nottingham@distilled.net@philnottingham

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