SEM and Video

1. ONLINE VIDEO STUFF
Oh Yeah, and YouTube SEO and Marketing
Mark Robertson - ReelSEO.com

2. Why Online Video?
30,317,131,000 *
Vs.15,500,000,000 Search Queries **
*U.S. Comscore Video Metrix - Videos Viewed – April 2010 | ** ComScore Core Search Report – April 2010

3. Search Drives Video Traffic
% of category % ∆ in share of % of category % ∆ in share of
traffic from traffic from traffic from traffic from
Category
search engines search engines Google Google
4/09 4/08-7/09 4/09 4/08 – 4/09
Health & Medical 46.29% 1% 33.88% 10%
Travel 36.82% 8% 27.91% 20%
Shopping & Classifieds 24.04% -5% 17.28% 4%
News & Media 21.35% -2% 15.48% 6%
Entertainment 26.51% 11% 18.78% 24%
Business & Finance 20.91% 16% 15.01% 29%
Sports 14.93% 20% 10.88% 30%
Online Video** 36.04% 25% 27.24% 39%
Social Networking** 17.73% 6% 11.87% 18%
All figures are based on U.S. data from the Hitwise sample of 10 million Internet users – 4/09. **Denotes a custom category
Source: Hitwise, an Experian company

5. Why YouTube?
13,087,462,000 **
3,705,000,000 **
*U.S. Comscore Video Metrix - Videos Viewed – April 2010 | ** ComScore Core Search Report – April 2010

6. Why YouTube?
YouTube is the most popular video platform for video
engagement in the blogosphere with 81.9% of total
embedded and linked videos; followed by Vimeo
(8.8%), Daily Motion (4%) and MySpace (1.1%).
**Sysomos.com YouTube Report

7. YouTube Fun Facts
• 2 Billion video views/day = 23,000 videos/second
• 24 hours uploaded/min = 2X audience of all 3 major U.S. TV networks combined
• More video is uploaded to YT in 60 days than the traditional TV networks created in 60 years
• Average length of a YouTube video is 4 min 12 sec **
• Popular countries for YouTube within blogs are U.S., Brazil, Spain, U.K. and Canada.**
• In the U.S., most engaged bloggers with video live in CA, NY, TX, PA & FL**
YouTube is Profitable?
• Monetizing (mostly through Google Ads) >1Billion video views per week
*Comscore April Online Video Metrix | **Sysomos.com YouTube Report

8. YouTube Marketing and Optimization
Quality
content
SEO
Audience
Basics

9. Focus on Quality and Engagement
Not TV Advertising - Lean Back vs. Lean Forward
"It's got to be 30 sec?"
• My answer is, tell the story first
– Shorter is almost always sweeter
– Focus on first 15 sec
Telling a story:
• Engage customers
• Educate customers
• Point of differentiation
• Entertain customers http://www.youtube.com/user/Blendtec
• Be different Sales increased 700%, 5X the company's old record
• Write with keyword in mind (if applicable)

10. Success = More than Keywords & Text
YouTube Ranking Factors
– Title
– Description
– Tags
– Views & frequency
– Likes, dislikes
– Playlist additions
– Flagging
– Shares
– Comments
– Age of video
– Video Responses
– Subscribers
– Favorites
– Embeds & inbound links

11. YouTube Ranking Factors – Holistic Effort
More Possible YouTube Ranking Factors
• Social Media Activity & Buzz • Blogs
• Degree & frequency of community • News/Press/Press Release
interaction • Crowd Sourcing – Influencers & Media
• Playlists • YouTube Partner Program
• Flagging • Close Captioning/transcriptions
• Honors
• Insight/Trends/Analytics indicators
• Bulletins
• Authority Channel (Ex: BMW)
• Google & YouTube searches
• Channel Views
• Social Bookmarking

12. Uploading to YouTube
Recommendations for Uploading to YouTube – Take advantage of HD
• HD – quality, multiple options
• 16:9 Aspect Ratio Recommended (4:3) letterboxed
• Resolution
– HD = 1280x720 or 1080p
– Else = 640x360 (16:9), 480x360 (4:3)
• Mp4 file format
• .h264 video compression
• AAC or MP3 audio compression
• Frames per second: 30
• Maximum length: 10:59 (recommend 2-3 minutes)
• Maximum file size: 2 GB

13. Tips for Uploading to YouTube
Titles are important
• Trade-off = Search keywords vs. enticing titles
Maximize descriptive text
• Leverage descriptions liberally (5000 characters)
• Leverage tags – optimize & de-optimize (no spam)
• Important keywords first in titles, descriptions & tags
Enable interaction
• Embedding and sharing
• Commenting and rating
Consider manually uploading or API
• More characters available for titles, descriptions, tags vs. uploading tools
• Geo-tagging, CC, Annotations, etc…
• To take advantage of YouTube, you really should be an active community member anyway

14. Engage the Audience & Drive Interaction
Add URLs to descriptions
• Track with tiny URLs
Leverage annotations
• Drive viewers to other videos
Engage the community
• Subscribe to relevant users
• Add video responses when appropriate
• Encourage linking and embedding
Don’t Ignore your Channel
• Channel URLs followed
• Site URL followed

15. YouTube Marketing - Think outside YouTube
• It’s more than YouTube now.
• Competitive keywords require additional effort OUTSIDE of YouTube

16. Promote and Promote Again
• Distribute via most popular YouTube channel
available to you
• Leverage social sharing functionalities
• Post to your blog
• Crowd source -Target/Use Key Influences
• Spread the word internally
– Encourage your company to help seed/spread the word

17. Track, Measure and Learn!

18. YOUTUBE CONVERSION TIPS
Driving YouTube viewers back to you

19. Video Conversion - Driving Viewers Home
How can you drive interested YouTube viewers back to your website?
1) URL in Description 2) In-Video Calls to Action
- Must include http://
- Use URL shortener – tracking, nofollow
- Teasers, Coupons, Promo codes, Call
tracking #’s, Unique URLs, Etc…

20. Driving Video Views – YouTube Promote
YouTube Promoted Videos
• Pay Per Click/View
• Keyword bidding
• Drives video views

21. Video Conversion - Driving Viewers Home
WHAT YOU MAY NOT KNOW
• Bonus = Free call to action overlay
• Auto-play on channel = more views
• Starts at $0.01 CPC
• Cost per click off-site? $0.00
• What you don’t know?
– Overlay is yours regardless = FREE

22. EXTRA YOUTUBE OPTIMIZATION TIP

23. Closed Captions & Speech Recognition
• Apr. 2007 - Google 411
“Whether or not free-411 is a profitable business unto itself is
yet to be seen... The reason we really did it is because we need
to build a great speech-to-text model … that we can use for all
kinds of different things, including video search.” - Google’s
Marissa Mayer
• Sept. 2008 – GAudio launches
• Nov. 2009 - Google Rolls out automated YouTube closed captions (limited)
• Mar. 2010 – Automated captioning for all videos (Beta – English only)

24. Example Search – “DFWSEM”

25. What You Didn’t Know
• YouTube & Google Index CC
• CC/Subtitles don’t require audio
• Can help with longtail searches
• Weight = ?? Not much yet

26. Why Closed Captions?
• Accessibility for hearing impaired • Global Reach - Translations

27. How to Create YouTube Closed Captions
• Create and upload .SRT file
• Did you create a script?
– Upload as a transcript
– Google automates temporal matching
• Use Google’s machine transcription
– Download –> fix –> re-upload
• Web-based tools & services
– DotSub
– CaptionTube
– Subtitle Horse
– SubPly
– 3PlayMedia

28. YOUTUBE Tricks|Customize The Embed Code
• Turn off Title & Ratings
– &showinfo=0
• Turn off Search
– &showsearch=0
• Turn on Related Videos
– &rel=1
• Want a custom player?
– Use Chrome-less Player (YouTube API)
• More - http://www.reelseo.com/youtube-embed-hacks/

29. Please Visit ReelSEO = Video Marketing News, Trends, Tips…
Thank You
Mark R. Robertson, Founder
www.reelseo.com
@reelseo
Facebook.com/reelseo