Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

B2B Video SEO


Published on

  • Be the first to comment

B2B Video SEO

  2. 2. PHIL NOTTINGHAM SEO Consultant @philnottingham
  3. 3. B2B?Phil Nottingham @philnottingham
  4. 4. B2CC (business to commercial consumer)Phil Nottingham @philnottingham
  5. 5. The single, defining, ultimate difference between success and failure in video marketing……Phil Nottingham @philnottingham
  6. 6. *drumroll…*Phil Nottingham @philnottingham
  7. 7. Implementing a goal driven strategyPhil Nottingham @philnottingham
  8. 8. Common Method – Form Driven We need to do video What can we do a video about? Make video Optimise VideoPhil Nottingham @philnottingham
  9. 9. Strategic Approach – Goal Driven We need to improve “X” What’s the best way to do that? Video? Define technical and creative strategyPhil Nottingham @philnottingham
  10. 10. In SEO, there’s 4 possible goals where video might be the answerPhil Nottingham @philnottingham
  11. 11. What is a video rich snippet? @philnottingham
  12. 12. Why would you want one? Kurtz and Blum created 53 Videos for commercial landing page ($4K)Phil Nottingham @philnottingham
  13. 13. Why would you want one? They got 51/53 ranking with video rich snippetsPhil Nottingham @philnottingham
  14. 14. Why would you want one? Organic traffic up by 14% month on monthPhil Nottingham @philnottingham
  15. 15. How do I get video rich snippets?Phil Nottingham @philnottingham
  16. 16. Host on your own server orwith one of these providersPhil Nottingham @philnottingham
  17. 17. Create and submit anXML Video Sitemap @philnottingham
  18. 18. Or just use this one… @philnottingham
  19. 19. What kind of content should you have to get rich snippets?”Phil Nottingham @philnottingham
  20. 20. Conversion Case Study @philnottingham
  21. 21. A user who watches anappliances online video is… • Twice as likely to convert • Spends 9.1% more moneyPhil Nottingham @philnottingham
  22. 22. Fantastic B2B ExamplePhil Nottingham @philnottingham
  23. 23. Include transcriptionson the pagePhil Nottingham @philnottingham
  24. 24. Don’t put “conversion” video on YouTubePhil Nottingham @philnottingham
  25. 25. “Appliances OnlineIndesit washing machine”Phil Nottingham @philnottingham
  26. 26. Don’t YouTube videos drive visits?Phil Nottingham @philnottingham
  27. 27. Anonymous B2B example Total video views for December 2012 = 415,000Phil Nottingham @philnottingham
  28. 28. Anonymous B2B example Total referrals from YouTube = 19Phil Nottingham @philnottingham
  29. 29. Anonymous B2B example CTR = 0.005%Phil Nottingham @philnottingham
  30. 30. YouTube is like Inbound TVPhil Nottingham @philnottingham
  31. 31. YouTube is the world’s second biggest search engine?Phil Nottingham @philnottingham
  32. 32. Is YouTube really a space for effective B2B Marketing?Phil Nottingham @philnottingham
  33. 33. Sometimes…Phil Nottingham @philnottingham
  34. 34. Thought LeadershipPhil Nottingham @philnottingham
  35. 35. Small Budget Example - Sophos @philnottingham
  36. 36. Purely Informational ContentPhil Nottingham @philnottingham
  37. 37. Small Budget Example – Part Select @philnottingham
  38. 38. AdsPhil Nottingham @philnottingham
  39. 39. Massive Budget Example - Cisco @philnottingham
  40. 40. A creative story – attached to your brandPhil Nottingham @philnottingham
  41. 41. Medium-ish Budget Example -Air New Zealand @philnottingham
  42. 42. No budget? Hangout on air @philnottingham
  43. 43. Integrated with Google+,Twitter and YouTube @philnottingham
  44. 44. How can I work out what the YouTube audience are searching for?Phil Nottingham @philnottingham
  45. 45. YouTube Keyword Tool @philnottingham
  46. 46. How and when dopeople 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 informationalPhil Nottingham @philnottingham
  47. 47. Video as part of a page type 145 Linking Root Domains @philnottingham
  48. 48. Video link bait Video on owner’s domain: 9494 links from 248 Domains @philnottingham
  49. 49. Video link bait But……video on 4879 links from 515 domains @philnottingham
  50. 50. Make sure links only go to your site, not hosting platformPhil Nottingham @philnottingham
  51. 51. Restrict visibility onhosting domainPhil Nottingham @philnottingham
  52. 52. Add custom embed code on page @philnottingham
  53. 53. Content already on YouTube? – Outreach to everyone who embedded your YouTube Version and ask them for a linkPhil Nottingham @philnottingham
  54. 54. Phil Nottingham @philnottingham
  55. 55. Phil Nottingham @philnottingham
  56. 56. Exception to the rule –custom YouTube PlaylistsPhil Nottingham @philnottingham
  57. 57. Custom YouTube playlist tool @philnottingham
  58. 58. Measuring Success
  59. 59. Views don’t necessarily equalsuccess For B2B, your audience should be necessarily limitedPhil Nottingham @philnottingham
  60. 60. Metrics you should care about • Organic Traffic to landing page • % Increase from keywords delivering rich snippets.Phil Nottingham @philnottingham
  61. 61. Metrics you should care about • Conversion rate of pages with video onPhil Nottingham @philnottingham
  62. 62. Metrics you should care about • Branded search traffic • Enquiries • Engagement with YouTube analyticsPhil Nottingham @philnottingham
  63. 63. Metrics you should care about • Links to pages with video on • Social shares of pages with video on • Video embedsPhil Nottingham @philnottingham
  64. 64. Can I have it all?Phil Nottingham @philnottingham
  65. 65. Inappropriate content Inappropriateand outranked by contentYouTube for somekeywords Traffic and Conversions “Can I have it all?” Links and Brand Social Awareness Shares Some links point to YouTube
  66. 66. Inappropriate content/ Outranked by YouTube for some keywords Some LinksInappropriate Point tocontent YouTube
  67. 67. Hit every goal – but with different pieces of contentPhil Nottingham @philnottingham
  68. 68. Your strategy comes before you create your videos, not afterPhil Nottingham @philnottingham
  69. 69. SEO is a B2B industry…Phil Nottingham @philnottingham
  70. 70. Informational, “bloggy” content on YouTubePhil Nottingham @philnottingham
  71. 71. Paid Ads seeded through YouTube andGDNPhil Nottingham @philnottingham
  72. 72. Conversion focused content hosted on site With rich snippets in the search resultsPhil Nottingham @philnottingham
  73. 73.
  74. 74. Thanks.Any questions? PHIL NOTTINGHAM @philnottingham