Video hacks - phil nottingham @ brighton seo

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Phil's presentation from Brighton SEO, September 2013

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  • Vicke to design
  • Vicke to Edit
  • Mention Will it blend example
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • If you have 10K, you can get a great studio
  • The 1K version was the set-up I filmed that Matt Cutts video on.
  • , then key out the background if necessary.
  • Get the microphone as close as possible to the persons face without it looking ridiculous.In most cases – a lavalier.
  • Screenflow is also good
  • MentionYoast Plugin
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Just fucking say this.
  • Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  • On reddit must be true.
  • TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • Make yours the canonical – in the true sense of the word.This means you need to self host or use a secure third part platform
  • Mention the Unruly penalised Google thing
  • Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  • Go slower
  • Go slower
  • Video hacks - phil nottingham @ brighton seo

    1. 1. Common Approach to Video Marketing @philnottinghamPhil Nottingham Pay a creative agency to make it Upload video to YouTube Pay for loads of advertising and seeing Have idea for a Video Decide you want to create a video “optimise” video ???? Pay for loads of pre-roll advertising
    2. 2. phil.nottingham@distilled.net @philnottingham • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast PHIL NOTTINGHAM Head of Trolling and Memes, Distilled
    3. 3. Video Hacks PHIL NOTTINGHAM
    4. 4. @philnottinghamPhil Nottingham
    5. 5. Form Must Follow Function @philnottinghamPhil Nottingham
    6. 6. @philnottinghamPhil Nottingham
    7. 7. Use Video when it’s the right form of content for an idea @philnottinghamPhil Nottingham
    8. 8. Let business goals drive both the technical & creative
    9. 9. Three main goals for Video @philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
    10. 10. How can I work out what my audience care about? (Hopefully) a number of people @philnottinghamPhil Nottingham
    11. 11. Know your customer conversion funnel @philnottinghamhttp://www.distilled.net/blog/distilled/content/kill-it-in-content- creation-by-knowing-your-customer-conversion-funnel/
    12. 12. Internal Site Search @philnottinghamPhil Nottingham
    13. 13. Keyword Research @philnottinghamPhil Nottingham
    14. 14. Persona Research @philnottinghamPhil Nottingham KRAZY KELVIN Loves: • Video game music • Baggy jeans • Links Hates: • Those kinds of links…
    15. 15. Competitor Analysis @philnottinghamPhil Nottingham
    16. 16. Analysis in Different Verticals @philnottinghamPhil Nottingham
    17. 17. We can’t afford to make videos ourselves Some people in the audience, probably sat near the back @philnottinghamPhil Nottingham
    18. 18. £7.5K Video Studio Shopping list • Canon 5d MK III - £3000 • 50mm lens - £300 • Arri Softbank lighting kit - £2000 • Manfrotto tripod - £450 • Rode VideoMic Pro - £150 • Zoom h1portable recorder - £200 • Sennheiser Wireless lav mic system - £1000 • Backgrop & Greenscreen - £400 @philnottinghamPhil Nottingham
    19. 19. £5K Video Studio Shopping list • Canon 7d - £1500 • 50mm lens - £300 • Arri Compact fresnel kit - £1500 • Tripod - £150 • Rode VideoMic Pro - £150 • Zoom h1portable recorder - £200 • Sennheiser Wireless lav mic system - £1000 • Backgrop & Greenscreen - £400 @philnottinghamPhil Nottingham
    20. 20. £1K Video Studio Shopping list • Canon 600d- £400 • Impact three light kit - £100 • Tripod - £30 • Rode VideoMic Pro - £150 • Tascam portable recorder - £150 • Shure wired lavalier - £150 @philnottinghamPhil Nottingham
    21. 21. Yeah... but Phil…we don’t have the skills to produce video… Several cynical and grumpy people in the audience @philnottinghamPhil Nottingham
    22. 22. The people who do are cheap • http://www.mandy.com • http://www.shootingpeople.org • http://searchlight.com • http://skillset.org • http://www.productionbase.co.uk • http://www.filmandtvpro.com/uk/ @philnottinghamPhil Nottingham
    23. 23. There’s tons of resources online to help you learn • http://www.creativecow.net • http://philipbloom.net/ • http://www.lynda.com • http://ae.tutsplus.com • http://www.videocopilot.net • http://www.izzyvideo.com • http://finalcutking.com @philnottinghamPhil Nottingham
    24. 24. Production
    25. 25. How do I set up for filming? Enthusiastic audience members @philnottinghamPhil Nottingham
    26. 26. Focus lighting to eliminate shadow and get a balanced colour on the subject @philnottinghamPhil Nottingham
    27. 27. @philnottinghamPhil Nottingham
    28. 28. Greaseproof Paper FTW! @philnottinghamPhil Nottingham
    29. 29. No chequered shirts or stripes @philnottinghamPhil Nottingham
    30. 30. How do I get my raw footage looking good? @philnottinghamPhil Nottingham
    31. 31. Good Sound is more important than good picture @philnottinghamPhil Nottingham
    32. 32. Get the microphone as close as possible to the persons face @philnottinghamPhil Nottingham
    33. 33. Best Software for Screencasting PC Mac
    34. 34. Supplement your footage with stock content as required @philnottinghamPhil Nottingham
    35. 35. Quick Mobile screen mock-ups @philnottinghamhttp://placeit.breezi.com/
    36. 36. Get a designer to build your animation assets @philnottinghamPhil Nottingham
    37. 37. Outsourcing
    38. 38. @philnottinghamPhil Nottingham
    39. 39. You can outsource: • Filming • Editing • Design • Animation @philnottinghamPhil Nottingham
    40. 40. You can’t outsource: • Giving a shit • Knowing what the fuck you’re talking about • Being yourself @philnottinghamPhil Nottingham
    41. 41. Out of the box solutions Skilled videographers @philnottinghamPhil Nottingham
    42. 42. You don’t have to reinvent the wheel every time
    43. 43. Recut and re-edit a library of footage to build your videos
    44. 44. Get More Traffic to your site
    45. 45. Get videos ranking with a rich snippet @philnottinghamPhil Nottingham
    46. 46. How? @philnottinghamPhil Nottingham
    47. 47. Create and submit a video sitemap @philnottinghamhttp://www.distilled.net/blog/video/creating-video- sitemaps-for-each-video-hosting-platform/
    48. 48. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience @philnottinghamPhil Nottingham
    49. 49. Split Test SERPs with Mechanical Turk @philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/
    50. 50. Create transcriptions and put them in the HTML @philnottinghamPhil Nottingham • Valuable for users • Provides unique and relevant text for product pages
    51. 51. Best paid transcription service @philnottinghamPhil Nottingham
    52. 52. Facebook Open Graph @philnottinghamPhil Nottingham
    53. 53. Twitter Cards @philnottinghamPhil Nottingham
    54. 54. Build a great presence on YouTube
    55. 55. Use the YouTube Keyword Tool for Idea Generation @philnottinghamhttps://ads.youtube.com/keyword_tool
    56. 56. Measure user engagement, not views @philnottinghamhttps://www.youtube.com/analytics
    57. 57. Mark those with low engagement as “unlisted” Phil Nottingham
    58. 58. Ensure consistent quality to boost overall rankings @philnottinghamPhil Nottingham
    59. 59. How can I optimise my YouTube videos for success with TrueView advertising @philnottinghamPhil Nottingham
    60. 60. 1597 Upvotes http://www.reddit.com/comments/1c2fta
    61. 61. Ensure you force engagement withinin the first five seconds @philnottinghamPhil Nottingham
    62. 62. Ad Spend = Social Proof @philnottinghamPhil Nottingham
    63. 63. 77,000 Views Cost - £5000 (Avg. CPV = 6p)
    64. 64. Pay for Ads = FREE OVERLAYS!!! @philnottinghamPhil Nottingham
    65. 65. Don’t expect said links to drive traffic @philnottinghamPhil Nottingham
    66. 66. I’ve done some research…. @philnottinghamPhil Nottingham
    67. 67. 95 Individual Company YouTube Channels @philnottinghamPhil Nottingham
    68. 68. 904,053,617 Views @philnottinghamPhil Nottingham
    69. 69. @philnottinghamPhil Nottingham Av. CTR = 0.72%
    70. 70. YouTube does not typically drive much traffic back to your site @philnottinghamPhil Nottingham
    71. 71. Main marketing value from YouTube… brand awareness @philnottinghamhttp://moz.com/blog/the-marketing-value-of-youtube
    72. 72. Building Some Fucking Links
    73. 73. When people embed a YouTube / Vimeo video – they don’t link to your site. @philnottinghamPhil Nottingham
    74. 74. How can I prevent this? @philnottinghamPhil Nottingham
    75. 75. Ensure the video is only visible on your domain to start with @philnottinghamPhil Nottingham
    76. 76. @philnottinghamPhil Nottingham
    77. 77. Automatically includes a link back to your domain @philnottinghamPhil Nottingham
    78. 78. If you don’t want to use Wistia I’ve made you a tool…. @philnottinghamPhil Nottingham http://dis.tl/video-embed-generator
    79. 79. But… YouTube and Vimeo can generate social traction @philnottinghamPhil Nottingham
    80. 80. • Securely host • Outreach • Put on YouTube afterwards @philnottinghamPhil Nottingham
    81. 81. Bait and Switch! @philnottinghamPhil Nottingham
    82. 82. Use OSE to work out who has linked to the videos @philnottinghamPhil Nottingham
    83. 83. Outreach with a value proposition @philnottinghamPhil Nottingham
    84. 84. Agency side? Do your clients have successful YouTube videos?
    85. 85. Customisable sharing buttons
    86. 86. Jonathan Lucas – Unruly UK
    87. 87. J-Lu
    88. 88. J-Lo
    89. 89. J-Lo
    90. 90. J-Lu
    91. 91. £5K minimum spend
    92. 92. Interview your customers @philnottinghamPhil Nottingham
    93. 93. Interview authorities in your niche @philnottinghamhttp://www.landlordlawblog.co.uk/2013/01/15/tessa-has- a-bad-hair-day-and-gives-out-some-advice-on-camera/
    94. 94. Interview your friends & competitors @philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link- building-and-more-at-linklove/ Thanks for the link SEOgadget!
    95. 95. I have absolutely no budget at all for video because I work for a terrible company and I’m desperately miserable. Is there anything I can do? Someone in the audience
    96. 96. Custom YouTube Playlists @philnottinghamhttps://developers.google.com/youtube/
    97. 97. http://dis.tl/youtube-playlists-tool @philnottingham
    98. 98. Vine @philnottinghamhttps://vine.co/v/bvP0zgpe9Oa
    99. 99. Instagram Video @philnottingham http://mashable.com/2013/06/20/instagram- video-brands/
    100. 100. Hangout on air @philnottingham http://www.google.com/+/learnmore/hangouts/on air.html
    101. 101. Get yourself one of these bad boys! Samson CO1U - £60 @philnottinghamPhil Nottingham
    102. 102. Where should I host my video? At least five emails that Phil gets per week @philnottinghamPhil Nottingham
    103. 103. What are you trying to achieve? Phil Nottingham @philnottinghamPhil Nottingham
    104. 104. Hosting Options @philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy Self Host YouTube Self host, then YouTube
    105. 105. “I want rich snippets, links and my video on YouTube. Can’t I do both self hosting and YouTube all the time?” @philnottinghamPhil Nottingham Several people in the audience
    106. 106. Technical Implementation can cannibalise @philnottinghamPhil Nottingham
    107. 107. Content will best support a goal… …when it’s created with that goal in mind @philnottinghamPhil Nottingham
    108. 108. Let business goals drive both the technical & creative
    109. 109. You don’t have to reinvent the wheel every time
    110. 110. Slight adjustments in targeting will allow you to repurpose @philnottinghamPhil Nottingham
    111. 111. Segment your strategy by goal Re-edit a library of content to get there
    112. 112. Think Big @philnottingham
    113. 113. @philnottingham Start Small
    114. 114. Thanks. Any questions? FOLLOW ME ON THE INTERTWITTERS!!!! @philnottingham

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