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Video As Content

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Sarah Teach

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Video As Content

  1. 1. Video as Content Welcoming Video to the Content Family Sarah Teach, SEO Consultant 1
  2. 2. Howdy! I’m Teach. 2
  3. 3. “Good, unique content” “10x content” “Evergreen content” 3
  4. 4. “A minute of video is worth 1.8 million words.” —Dr. James McQuivey, Forrester Research 4 Bang for Your (Viewer’s) Buck 1 minute video = 2,400 pages
  5. 5. 5 So what?
  6. 6. ● Video represents 73% of global web traffic. —Cisco, 2016 ● Video gets 1,200% more shares than text and images together. —BrightCove, 2015 ● 76.5% of video-using marketers say video directly impacts business. —Animoto, 2016 ● Video is the type of content users are most likely to finish. —HubSpot, 2016 6 ...And a Grain of Salt
  7. 7. SEO Impact 7 Transcripts/Closed Captioning1 Earned Links2 Brand Enhancement3
  8. 8. Video Transcripts 8 “Video file? Meh.” — Google (paraphrased) “Semantic long tails? YAAAS!!” — Google (also paraphrased, FYI)
  9. 9. 9 85% of video on Facebook is watched without sound.
  10. 10. Captioned videos: ● 13.48% lift in views within two weeks ● 7.32% lifetime increase 10 Captions increase video view time by 12%.
  11. 11. Earned Links 11
  12. 12. Brand Enhancement 12 ● Great video invites your audience to get to know you! ● Bad video can ruin your brand.
  13. 13. Rules? 13 Same rules as written content: ● Be valuable. ● Keep. Writing. Content.
  14. 14. Takeaways 14 ● Pay attention to video, even if you’re not ready to dive in. ● Jump on the SEO opportunities afforded by video, like including a written transcript. ● It’s better to have no video than a bad video. ● The rules for video content are largely the same as they are for written content. ● Always keep creating thoughtful written content. Any questions?
  15. 15. Additional Resources 15 ● Wistia’s guide to video SEO ● Google’s intro to video markup & Schema.org markup for video ● Video sitemaps ● Smart video SEO tips from AdvancedWebRanking ● Dump of marketing statistics via HubSpot
  16. 16. Sources 16 1. www.brightcove.com/en/blog/2017/01/how-transcripts-boost-video-seo 2. www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/ajagrawal/2017/02/01/lights-camera-engag ement-2017-is-the-year-of-video-marketing/&refURL=https://www.google.com/&referrer=https://www.google.com/ 3. www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/vni-hyperconnectivity-wp.h tml 4. blog.hubspot.com/marketing/visual-content-marketing-strategy 5. www.marketwired.com/press-release/a-minute-of-video-is-worth-18-million-words-according-to-forrester-research-19 00666.htm 6. www.3playmedia.com/2014/07/08/5-tips-improving-video-seo-transcripts-captions/ 7. digiday.com/media/silent-world-facebook-video/ 8. www.youtube.com/watch?v=ipochX1-dVU 9. slideshare.net/AdelieStudios/adelie-studios-top16videomarketingstatistics2016-56658453 10. www.businessinsider.com/facebook-releases-automated-captioning-and-new-metrics-for-video-ads-2016-2 11. commons.wikimedia.org/wiki/File:Discovery_Digital_Networks_logo.svg 12. www.hubspot.com/marketing-statistics?_ga=2.138744951.537390649.1497980755-1669992415.1496676465 13. jmusports.com/sports/2017/1/3/jmu-logos-and-marks.aspx 14. en.facebookbrand.com/ 15. aminoapps.com/page/bisexuality/145849/william-shakespeare
  17. 17. CONTACT Knucklepuck Knucklepuck Media Call Us 1005 N. Glebe Rd, Suite 300 Arlington, VA 22201 703.659.4601 17 Facebook.com/KnucklepuckMedia Twitter.com/knucklepuckdc Website www.knucklepuckmedia.com E-mail Sarah Teach steach@knucklepuckmedia.com Social Media

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