With video more prevalent than ever in search traffic and more engaging than static content, SEO professionals who wish to thrive must learn the basics of video marketing and optimization to stay relevant. CONTENTS: • Why Video is the big advantage for SEO • How to SEO your videos for Search on YouTube and Websites. • Which SEO ranking factors matter most on YouTube • Top tips and tricks for basic video production and publishing for SEO juice • How to work Social media marketing into your Video SEO SPEAKER BIO Video ROI Specialist with 20 years of professional online marketing experience across SEO, Social, and Usability for B2B and B2C clients on the agency and brand side. Full speaker bio: https://raleighseomeetup.org/conference/2018-raleigh-seo-conference/speakers/grant-crowell/ PRESENTATION INFO: Tuesday, May 15, 2018 North Carolina Nature Research Center 121 West Jones Street, Raleigh, NC 27603

2. STEP 1: Get a million dollars.

3. STEP 2: Pay for a million likes.

4. STEP 3: Hire shady people to do it.

5. These places have the best deals.

6. It’s all about getting rich, right?

7. If I don’t, somebody else will, yeah?

8. Or just maybe…

9. SCREW
VIRAL

10. Tube Responsibly
$

12. How to balance fame with fortune?

13. Trust me,
I’ve been in
the online
video biz for
over 10
years.

14. Key Questions I’ll (do my best to) Answer
• How to tell if your company suffers
from “viral video mentality.”
• Why video is your SEO advantage.
• Which SEO ranking factors matter
most on YouTube.
• Basic video production and
publishing essentials for SEO juice.
• How to work Social media marketing
into your Video SEO.

15. How to tell if your company suffers
from “Viral Video Mentality” (VVM)
• A chronic compulsion to ask speakers at marketing
conferences, “How do I make a viral video?”
• A failure to connect with actual business objectives.
• Always “swinging for the fences” instead of looking
for many singles and doubles.

16. VIDEOLOGY 101
WHAT IS VIDEO SEO?

17. Video SEO is about driving more
traffic directly through video in
search listings, which… gives
you an additional opportunity to
rank in universal search results.

18. Video SEO is really just an
extension of regular website
SEO, and website publishing
best practices.

19. VIDEOLOGY 101
WHY VIDEO?

22. “Video is a highly effective
persuasion
technology
…It has become one of the most
effective ways to motivate
people towards certain
behaviors.”

23. Video is more persuasive than text and graphics combined
• More entertaining
• More emotional
• More interactive
• More engaging
• More empowering
• More persuasive
• More egalitarian
• More personal
• More impactful with sharing
• Low entry barrier for participation (Fast, cheap, easy!)

24. “Video is one of the greatest
ways to help personalize the
brand and create a TRUSTED
experience.
We tend to trust humans, not
some corporate logo; and video
is the best way to do that on a
scaled basis.”
– Frank Eliason

25. Increased speed of access to knowledge
Reduced communication costs
Decreased travel costs
Increased employee satisfaction
Reduced operational costs
Reduced time to market for products/services
Increasing number of successful
innovations for new products/services
Increased sales and revenue
Increased customer satisfaction and loyalty
Increased influence
Decreased number of product returns
More positive reviews

26. Tyson: Karl J Kaul/Wonderful Machine; Background: Pat Gaines/Getty Images
Why
?

27. “To Tube or
not to Tube,
that is the
question.”
-- not Shakespeare

28. YouTube SEO Opportunities
• Unlimited uploads
• Free hosting
• Easy and Fast
• Reach
• #2 Search Engine
• Clickable links
• Embedded video player
• Free analytics
• Associated Website
• Brand SEO

30. Most
companies
choose
YouTube for
their giant
audience and
brand
recognition.
But in some instances…

31. Doing ONLY YouTube may actually
HURT your website rather than help!

32. YouTube Has Challenges for Business
• Latency (slow-down)
• Traffic away from site
• Limited control over the site
experience
• No switching out videos on your
channel
• Limited player control
• No automatic product page publishing

33. YouTube is NOT a billboard
Yet most brands and agencies still treat it that way.

34. Too often, YouTube is treated by companies as just a
publishing outlet, and not a true social platform

35. With no social strategy or commitment to engage with your
audience, YouTube becomes just a “dumping ground.”

36. YouTube and
Website Video SEO
needs to be
integrated into
your existing SEO
efforts

37. • YouTube is NOT stand-alone
content platform.
• YouTube is a hybrid SEO and
Social media platform.
• Your YouTube marketing
needs an SEO and a Social
strategy.

39. Think of YouTube as a Shopping Mall

40. • Many stores to choose from.
• Many shoppers enter a store in “just
browsing” mode.
• Shoppers easily bounce from store to store.

41. Think of YouTube as a Casino

42. • Your time is YouTube’s
money.
• YouTube’s revenue stream
comes from advertisers
• YouTube’s goal is to have
you stay long enough until
the house wins.

43. The TRICK is in knowing when to
leave when when you’re winning.

44. VIDEOLOGY 101
SEO RANKING FACTORS

45. Primary YouTube Key Performance
Indicators (KPIs)
#1: WATCH TIME!
• Individual videos
• Total session time

46. Your content benefits when
it leads viewers to spend
more time watching videos.
Not just your channel,
anywhere on YouTube.

47. Also important…
• Frequency of
published videos
• Social engagement
(comments, shares,
etc.)
• And….

49. People who subscribe to
channels are more
engaged and active.

50. Your job is NOT DONE
when you publish the video.

51. You need to ensure the
videos are watched
and result in action.

52. VIDEOLOGY 101
WEBSITE SEO

56. YouTube and Video SEO Playbook
Metadata
• Titles
• Description
• Tags
Social Actions
• Audience Retention (time
watched)
• Subscribers
User Experience
• Playlists
• Custom Thumbnails
• Transcriptions & Captions
• Interactive Cards
• End Screens
• Community Support
• Live

57. YouTube and Video SEO Playbook
Keyword Strategy
• Have your keyword strategy before you shoot
video.
• Use YouTube’s search function for additional
keywords
• Use your keywords across video playlists .

60. YouTube & Video SEO Playbook
Publishing recommendations
• 1x/ week, minimum.
• 3x/week is ideal for most. (Can go daily but more
important to maintain a consistent schedule.)
• Playlists ideally have 6-8 vids.
• Batch your video production work to save time.

61. Use Official Series Playlists

64. Custom End Slates

67. Thumbnails

68. Closed Captions

69. SOCIAL

70. VIDEOLOGY 101
SOCIAL VIDEO MARKETING

71. Big “Social” Mistakes with YouTube
• Turning off comments.
• Not having a community
manager for your YouTube
channel or network.
• Not being genuine.
• Not being transparent.
• Not listening.
• Not engaging personally.
• Not accepting feedback.
• Not asking your customers what
they would like to see.
• More concerned with trying to
impress than actually be helpful.
• No performance plan.
• Distracted by quantity rather
than focusing on quality.
• Poor storytelling.

72. unforgettable
shareworthyconnection
empathetic
protagonist
concise
interactive
persuasive
engaging
conflict & resolution
re-liveable authentic
YouTube is ‘Social Storytelling.’
Point-of-view
values

73. Be Emotionally Intelligent

74. Hashtags make for conversations

76. OPTIMIZE YOURSELF!
Take some the time to engage with your
audience one-on-one with video.

78. “Buy Now!” clickable ecommerce

79. Make Your Customers the Stars!

80. My 12 Big C’s of Social Video
1. Content
2. Context
3. Conversations
4. Connections
5. Care
6. Collaborate
7. Community
8. Customization
9. Concise
10. Clarity
11. Considerate
12. Conversions

82. Check
out my
other
free
slides
Slideshare.net/grantast

83. Congrats for making it
to the end!
Download this FREE
report
bit.ly/youtubecommerce

84. Screw Viral

85. Tube Responsibly
$

86. THINK Before You SHOOT

87. @GRANTCROWELL