1. B2B Video SEO
PHIL NOTTINGHAM

2. PHIL NOTTINGHAM
SEO Consultant
phil.nottingham@distilled.net
@philnottingham

3. B2B?
Phil Nottingham @philnottingham

4. B2CC
(business to commercial consumer)
Phil Nottingham @philnottingham

5. The single, defining, ultimate
difference between success
and failure in video
marketing……
Phil Nottingham @philnottingham

6. *drumroll…*
Phil Nottingham @philnottingham

7. Implementing a goal driven
strategy
Phil Nottingham @philnottingham

8. Common Method – Form Driven
We need to do video
What can we do a video about?
Make video
Optimise Video
Phil Nottingham @philnottingham

9. Strategic Approach – Goal Driven
We need to improve “X”
What’s the best way to do that?
Video?
Define technical and creative strategy
Phil Nottingham @philnottingham

10. In SEO, there’s 4 possible goals
where video might be the answer
Phil Nottingham @philnottingham

12. What is a video rich snippet?
http://www.kurtzandblum.com @philnottingham

13. Why would you want one?
Kurtz and Blum created 53 Videos for
commercial landing page ($4K)
Phil Nottingham @philnottingham

14. Why would you want one?
They got 51/53 ranking with video rich
snippets
Phil Nottingham @philnottingham

15. Why would you want one?
Organic traffic up by 14% month on
month
Phil Nottingham @philnottingham

16. How do I get video rich
snippets?
Phil Nottingham @philnottingham

17. Host on your own server or
with one of these providers
Phil Nottingham @philnottingham

18. Create and submit an
XML Video Sitemap
http://www.distilled.net/blog/video/creating-video-
sitemaps-for-each-video-hosting-platform/ @philnottingham

19. Or just use this one…
http://www.wistia.com @philnottingham

20. What kind of content
should you have to get
rich snippets?”
Phil Nottingham @philnottingham

22. Conversion Case Study
http://www.appliancesonline.co.uk @philnottingham

23. A user who watches an
appliances online video is…
• Twice as likely to convert
• Spends 9.1% more money
Phil Nottingham @philnottingham

24. Fantastic B2B Example
Phil Nottingham @philnottingham

25. Include transcriptions
on the page
Phil Nottingham @philnottingham

26. Don’t put “conversion”
video on YouTube
Phil Nottingham @philnottingham

27. “Appliances Online
Indesit washing machine”
Phil Nottingham @philnottingham

28. Don’t YouTube videos
drive visits?
Phil Nottingham @philnottingham

29. Anonymous B2B example
Total video views for
December 2012 = 415,000
Phil Nottingham @philnottingham

30. Anonymous B2B example
Total referrals from
YouTube = 19
Phil Nottingham @philnottingham

31. Anonymous B2B example
CTR = 0.005%
Phil Nottingham @philnottingham

33. YouTube is like Inbound TV
Phil Nottingham @philnottingham

34. YouTube is the world’s
second biggest search
engine?
Phil Nottingham @philnottingham

38. Is YouTube really a
space for effective B2B
Marketing?
Phil Nottingham @philnottingham

39. Sometimes…
Phil Nottingham @philnottingham

40. Thought Leadership
Phil Nottingham @philnottingham

41. Small Budget Example - Sophos
http://www.youtube.com/user/SophosLabs @philnottingham

42. Purely Informational Content
Phil Nottingham @philnottingham

43. Small Budget Example – Part Select
http://www.youtube.com/user/partselect @philnottingham

44. Ads
Phil Nottingham @philnottingham

45. Massive Budget Example - Cisco
http://www.youtube.com/cisco @philnottingham

46. A creative story – attached to
your brand
Phil Nottingham @philnottingham

47. Medium-ish Budget Example -
Air New Zealand
http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham

48. No budget? Hangout on air
http://www.google.com/+/learnmore/hangouts/onair.html @philnottingham

49. Integrated with Google+,
Twitter and YouTube
http://www.google.com/+/learnmore/hangouts/onair.html @philnottingham

50. How can I work out
what the YouTube
audience are searching
for?
Phil Nottingham @philnottingham

51. YouTube Keyword Tool
https://ads.youtube.com/keyword_tool @philnottingham

53. How and when do
people link to video?
Embed Content Link to Pages
• Only when it’s directly valuable to • When it’s a good resource
their audience • When it’s entertaining
• When it’s informational
Phil Nottingham @philnottingham

54. Video as part of a page type
145 Linking
Root Domains
http://www.simplybusiness.co.uk/microsites/wordpress-for-
small-businesses/ @philnottingham

55. Video link bait
Video on owner’s
domain:
9494 links
from 248 Domains
http://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-
computer-virus/ @philnottingham

56. Video link bait
But……video on vimeo.com
4879 links from 515 domains
http://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-
computer-virus/ @philnottingham

57. Make sure links only go to
your site, not hosting
platform
Phil Nottingham @philnottingham

58. Restrict visibility on
hosting domain
Phil Nottingham @philnottingham

59. Add custom embed code on page
http://dis.tl/video-embed-generator @philnottingham

60. Content already on YouTube? – Outreach
to everyone who embedded your YouTube
Version and ask them for a link
Phil Nottingham @philnottingham

61. Phil Nottingham @philnottingham

62. Phil Nottingham @philnottingham

63. Exception to the rule –
custom YouTube Playlists
Phil Nottingham @philnottingham

64. Custom YouTube playlist tool
http://dis.tl/youtube-playlists-tool @philnottingham

65. Measuring Success

66. Views don’t necessarily equal
success
For B2B, your audience
should be necessarily limited
Phil Nottingham @philnottingham

67. Metrics you should care about
• Organic Traffic to landing page
• % Increase from keywords delivering rich snippets.
Phil Nottingham @philnottingham

68. Metrics you should care about
• Conversion rate of pages with video on
Phil Nottingham @philnottingham

69. Metrics you should care about
• Branded search traffic
• Enquiries
• Engagement with YouTube analytics
Phil Nottingham @philnottingham

70. Metrics you should care about
• Links to pages with video on
• Social shares of pages with video on
• Video embeds
Phil Nottingham @philnottingham

71. Can I have it all?
Phil Nottingham @philnottingham

72. Inappropriate content Inappropriate
and outranked by content
YouTube for some
keywords Traffic and
Conversions
“Can I have it all?”
Links and
Brand
Social
Awareness
Shares
Some links point to YouTube

73. Inappropriate content/
Outranked by YouTube
for some keywords
Some Links
Inappropriate
Point to
content
YouTube

74. Hit every goal – but with
different pieces of content
Phil Nottingham @philnottingham

75. Your strategy comes before
you create your videos, not
after
Phil Nottingham @philnottingham

76. SEO is a B2B industry…
Phil Nottingham @philnottingham

77. Informational, “bloggy” content on YouTube
Phil Nottingham @philnottingham

78. Paid Ads seeded through YouTube and
GDN
Phil Nottingham @philnottingham

79. Conversion focused content hosted on site
With rich snippets
in the search results
Phil Nottingham @philnottingham

80. http://www.distilled.net/training

81. Thanks.
Any questions?
PHIL NOTTINGHAM
phil.nottingham@distilled.net
@philnottingham