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Fundamentals of Video SEO - Brighton SEO April 2016

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The presentation on video SEO (search engine optimisation) from Rachael Dines at the April 2016 Brighton SEO Conference. Rachael is Director of Marketing and PR for Shake It Up Creative Ltd.

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Fundamentals of Video SEO - Brighton SEO April 2016

  1. 1. Fundamentals of Video SEO Rachael Dines Director – Shake It Up Creative Ltd
  2. 2. The hours people spend watching videos onYouTube, year-on-year Video – it’s serious 60%
  3. 3. How video aids marketing & SEO • Videos rank; blended search results • A video search result has a 41% higher CTR than plain text • On-site video increases dwell time by avg 2 minutes • Video; easily digested, useful, leads to more links “If a picture is worth a thousand words, and video shoots at 30 frames per second, then a 60-second video really does contain the equivalent of 1.8 million words!” Dr. James McQuivey, Forrester Study Better SERPS Better CTR Lower Bounce More Backlinks
  4. 4. Finding the goal Choose the right type of video: Tutorial, webinar, product demo, humorous how-to? Example goals: Increase site visitors by 1000 within six months Double my database within six months Take £500 more in revenue per month within six months I want to relax/laugh/watch crazy cats I need to find an answer Why people watch videos / visit
  5. 5. Search engine happiness The search engines like: • Video content optimised with video keywords • A title at least 5 words long, keyword at the beginning • A video hosted on your own domain in addition to sharing sites • An optimised description • Keyword within the video’s filename • Transcripts • Schema.org meta data
  6. 6. Keywords & Tagging Tags aren’t the most important thing Include related keywords, remember, spiders can’t watch videos Select an appropriate category Helps you get here…
  7. 7. Auto-transcripts
  8. 8. And, a site map You need the RAW video player link - where the original video file is located Check out https://moz.com/blog/video-sitemap-guide-for- vimeo-and-youtube
  9. 9. UX metrics YouTube determines the quality of your video by: • Video retention • Comments • Shares • Thumbs up/down • Subscribes • Add to playlist
  10. 10. Schema.org • Improves rich snippets • Use the schema.org/VideoObject type to describe videos • Ensure that video and markup is visible without executing any JavaScript or Flash • Add the markup properties directly to the HTML of the page with your video/s on • Test it at: https://developers.google.com/structured- data/testing-tool/
  11. 11. Schema.org
  12. 12. Marketing tips Keep videos professional but friendly Promote promote promote!... Using the word "video" in an email subject line boosts open rates by a whopping 19% (HighQ / Hubspot) Ask viewers to share, subscribe, comment, vote More real views=higher rankings OneLoad distribution – 20 different platforms, analytics
  13. 13. Thank you @MarPro_UK @ShakeItCreative

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