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Incorporating video into
your link building strategy



    PHIL NOTTINGHAM
PHIL NOTTINGHAM




Phil Nottingham
SEO Analyst– Distilled
phil.nottingham@distilled.net
@philnottingham

Central School of Speech and Drama

Freelance Film & Theatre Practitioner

NDS

Distilled
PHIL NOTTINGHAM




                  We’d love to do video. The problem is
                  budget. We don’t have the time, money or
                  skills to do it properly. It’s just not
                  something we’re able to do at the
                  moment.

                  A Number of Clients.
PHIL NOTTINGHAM




                  Bullshit.



                  Phil Nottingham, 2012
PHIL NOTTINGHAM




So.. Maybe you can’t be Evian




          It doesn’t need to be technologically revolutionary to get links
PHIL NOTTINGHAM




57 Unique videos in a day
                                                                Camera     £600


                                                                Tripod     £30


                                                                Software   £300


                                                                All In     £930




          http://www.youtube.com/playlist?list=PLDCBEEAFF5571810B
PHIL NOTTINGHAM




Sourcing freelancers with limited budget




          http://www.castingcallpro.com/uk/   http://www.fivesquids.co.uk/
          http://www.lfs.org.uk/              http://www.cssd.ac.uk/
          http://www.mandy.com/               http://www.spotlight.com/
PHIL NOTTINGHAM




                  So…how can
                  you build links
                   with Video?
PHIL NOTTINGHAM




How and when do people link to video?
• Embed Content
   • Rarely
   • Only when it’s directly relevant and valuable

• Link to video files
   • Specific and targeted content
   • Creatively interesting

• General site links
   • When there is a wealth of good content



          Make no mistake, getting links to videos is tough. In and of itself – not a tactic.
PHIL NOTTINGHAM



People link to content with videos




          http://www.seomoz.org/blog/what-makes-a-link-worthy-post-part-1
PHIL NOTTINGHAM




                  Having a video compared to just text will
                  almost triple the average number of linking
                  domains


              Casey Henry, SEOmoz
PHIL NOTTINGHAM




Zappos – Product videos done right
PHIL NOTTINGHAM




50000 Product Videos




          Pages with high quality videos get natural links
7830 Links
    from 1497 Domains
PHIL NOTTINGHAM




Distilled Linkbait guide
                                                     3rd most linked to page on
                                                     Distilled.net (after the
                                                     homepage and blog )


                                                     826 linking root domains




          http://www.distilled.net/linkbait-guide/
PHIL NOTTINGHAM




Dentsu London – Making Future Magic

                                                                 892 Links from
                                                                 253 Root domains
                                                                 Wired
                                                                 Huffington post
                                                                 Gizmodo

                                                                 File on Vimeo.com
                                                                 2108 from 704
                                                                 domains



          http://www.dentsulondon.com/blog/2010/09/14/light-painting/
PHIL NOTTINGHAM




The same is true across the board
http://www.homestarrunner.com/                           87,531 from 4275

http://www.zefrank.com/theshow/                           77,060 from 2445
http://www.collegehumor.com/                             758,000 from 9728
http://www.starwarsuncut.com/                              3,323 from 789
http://jibjab.com/                                        53,732 from 2961


          Video aggregation sites do particularly well
PHIL NOTTINGHAM




Integration within wider content strategy
PHIL NOTTINGHAM




                  We should be doing video. Our
                  competitors are doing really well with
                  video and it’s something that we need in
                  order to compete. Lets create some viral
                  videos.

                   CEO of client X
PHIL NOTTINGHAM




                  Video = Content
                  Video = Form
PHIL NOTTINGHAM




Common Practice (this sucks)

          Form Gap Analysis – “we need to do video”



  Form Idea Development – “what can we do a video about?”



           Content Creation – “make video”
PHIL NOTTINGHAM




Good Practice

       Content Gap Analysis – “we need more tutorial content”



  Form Idea Development – “what’s the best format for that?”



            Content Creation – “make tutorial video”
PHIL NOTTINGHAM




                  The content
                  should define
                    the form
PHIL NOTTINGHAM




When is Video the Appropriate form?



   Would this content lose something if it
        were just text and image?



          Use video, but know what to use it for.
PHIL NOTTINGHAM




Good – Will it Blend?
                                                               8364 Links
                                                               2230 Domains
                                                               Filming & Studio   £1000
                                                               costs
                                                               Production         £300

                                                               iPad               £400

                                                               Blender            £100

                                                               All In             £1800



          Can you imagine this content working as just text and images?
PHIL NOTTINGHAM




Shit – GAIQ videos (Sorry Google)




          This content feels cumbersome and difficult to digest as a video
PHIL NOTTINGHAM




                   How do
                    people
                  experience
                    video?
Text                   Video

1 second            Perception              Perception


5 seconds      Appraisal of Meaning    Emotional Response
Buy in Point

10 seconds     Evaluation of Meaning   Appraisal of Meaning

15 seconds     Emotional Response      Evaluation of Meaning
PHIL NOTTINGHAM




Why do I need to know this?

     Good Content                                        Shit Content

Integration of form elements                          Form elements are
    towards specific goal                         mismatched or disintegrated


   Audience Become Active                           Audience Remain Passive


          You must actively engage an audience on both a perceptual and a conceptual level
PHIL NOTTINGHAM




                   What can
                  video do for
                      you?
PHIL NOTTINGHAM




Three Distinct Focusses


1. Notoriety
2. Traffic and Conversions
3. Links
PHIL NOTTINGHAM




Provide Value – Aesthetic, Creative, Educational
PHIL NOTTINGHAM




Content that won’t get links.
• Promotional Trailers
• Company Testimonials
• Salesy Content




          Don’t try to sell your product and get links with the same content.
PHIL NOTTINGHAM




Types of Video Content
•   Promotional Trailer
•   Screencast tutorial
•   Product Demonstration
•   Informational Tip
•   Aesthetic Imagery
•   Interviews
•   Creative viral focussed content
•   Live event Recording
•   Infographic
•   Advert
PHIL NOTTINGHAM




Types of Video Form
• Animated Content
• Performed Content
• Recorded events
PHIL NOTTINGHAM




                  Production
PHIL NOTTINGHAM




Filming

  • Always film in 1080p25 or 1080p30 PAL
  • Film in a well lit environment
  • High quality audio is more important than high quality
    video
PHIL NOTTINGHAM




Editing
Doesn’t actually need to be flashy – keep it simple, but high quality

Best Editing Apps:

•   Final Cut Pro – with Motion and Compressor (Mac only)
•   Avid Media Studio (PC and Mac)
•   Adobe Premier (PC and Mac)
•   Adobe Aftereffects (PC and Mac)
PHIL NOTTINGHAM




Export settings for YouTube
 Setting                                          Value

 Codec                                            h.264

 Frame Size                                       1920x1080

 Key Frames                                       Automatic

 Pixel Aspect                                     Square

 Bit Rate                                         Unrestricted

 Audio                                            ACC/MP3 at 256kbps


            You can lower the bitrate if you want for YouTube, but it’s normally not necessary
PHIL NOTTINGHAM




Export Settings for Vimeo
 Setting                                         Value

 Codec                                           h.264

 Frame Size                                      1280x 720

 Key Frames                                      Automatic

 Pixel Aspect                                    Square

 Bit Rate                                        5000kbps

 Audio                                           ACC/MP3 at 320kbps



            Always upload in HD for Vimeo, even if you have a free account
PHIL NOTTINGHAM




Export settings for self hosted
 Setting                                               Value

 Codec                                                 h.264

 Frame Size                                            1280x 720

 Key Frames                                            Automatic

 Pixel Aspect                                          Square

 Bit Rate                                              2014kbps

 Audio                                                 ACC/MP3 at 320kbps



            If you’re self hosting, be wary of file size!
PHIL NOTTINGHAM




                     Technical
                  Implementation
PHIL NOTTINGHAM




Hosting – For Blended Results & Links
       Third Party                                             Self Hosted




          To build links effectively, the content needs to be exclusive to your site.
PHIL NOTTINGHAM




Hosting – For Social Shares




          Never seed promotional or non-creative content on these sites
PHIL NOTTINGHAM




Hosting – For Links & Social Shares
Month 1:




Month 2:

                                        (Enable Community Pass)




           Once the links dry up, put the content everywhere. Keep the version on your site
           secure and you should still rank 1st for your own video.
PHIL NOTTINGHAM




Embedding on Your Domain
•   HTML5 video player with flash fallback
•   Don’t use iFrames – Google probably wont crawl them
•   Include social buttons
•   Set playback to auto HD
•   Don’t set to Autoplay – It annoys everybody
•   YouTube embed parameters
•   Indexable transcripts! – *cough*keyword stuffed*cough*


          http://code.google.com/apis/youtube/player_parameters.html
PHIL NOTTINGHAM




Embed codes for link building
• Don’t use standard embed codes within third party players – no
  links
• Place custom codes underneath video embed codes
• Use iFrames
• Partial Anchor Text

<iframe src="http://player.vimeo.com/video/VIDEOID?title=0&byline=0&portrait=0"
frameborder="0" width="640" height="360"></iframe><br><span style="font-size:
12px;">Linkbuilding protips from <a href="http://www.yourdomain.net/">Brand and
partial anchor text</a>


          Ensure your embed code will build links back to your site, not the video hosting
          company
PHIL NOTTINGHAM



Wistia Superembeds – completely
customisable display options




          http://wistia.com/product/superembeds
PHIL NOTTINGHAM




Vimeo Pro Settings for Link Building
                  Privacy   Embedding
PHIL NOTTINGHAM




Video Schema Markup – get ahead of the game


•   Help get the stuff indexed
•   provide rich metadata to the engines
•   Rel=“Actor”? – Who knows.
•   Appropriate attribution




          http://schema.org/Movie
PHIL NOTTINGHAM




                  Many high authority news sites are creating
                  video only sections, and are crying out for
                  content.



                  Lexi Mills, PR Consultant, Distilled
PHIL NOTTINGHAM




Video News Releases
•   Big media sites love accompanying video content
•   It’s easier for an editor to watch a short video than read through a load of text
•   There is less direct competition
•   Doesn’t need to be “BBC quality”
•   Ensure you send an MP4 – Not WMV or Quicktime.
•   Don’t put any branding, effects or lower thirds on the file


         ”Communicate your key messages in such a way that it's
       newsworthy, the points are made quickly, and there is a slight
                               punch to it”


           http://www.media-attention.co.uk/VNR.htm
PHIL NOTTINGHAM




Video as Infographic

                                                          9494 links
                                                          From    248 Domains
                                                          Content on Vimeo.com
                                                          4,879 links from 515
                                                          domains


          http://hungrybeast.abc.net.au/stories/stuxnet-anatomy-computer-virus
PHIL NOTTINGHAM




 “Phil...I think I’ve also made that mistake.

 I've done loads of videos on YouTube & people
 have embedded them, but I have no links as
 they all link back to YouTube….”
PHIL NOTTINGHAM




If you have done this…


     Find people who linked to you on
  Vimeo/YouTube and get them to add a link
      to the relevant page on your site


          Same works for anyone who has embedded the video
PHIL NOTTINGHAM




Mozilla Popcorn = EPIC




          http://mozillapopcorn.org/
PHIL NOTTINGHAM




 Video XML sitemaps




• Allow Google to read your video metadata




          http://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472
PHIL NOTTINGHAM




Video Sitemap Template - Vimeo
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9” xmlns:video="http://www.google.com/schemas/sitemap-video/1.1">
              <url>
                            <loc>http://www.yourdomain.com/page-containing-video</loc>
                            <video:video>
                                          <video:thumbnail_loc>http://www.yourdomain.com/thumbnail-
image</video:thumbnail_loc>
                                          <video:title>Video Title</video:title>
                                          <video:description>Video Meta Description</video:description>
                                          <video:player_loc allow_embed="yes"
autoplay="ap=1">http://player.vimeo.com/video/videoidnumber</video:player_loc>
                                          <video:duration>Length of video in seconds</video:duration>
                                          <video:publication_date>2012-02-29T18:30:15+00:00</video:publication_date>
                                          <video:family_friendly>yes</video:family_friendly>
                                          <video:tag>Target Keyword 1</video:tag>
                                          <video:uploader info="https://plus.google.com/userid">Name</video:uploader>
                                          <video:live>no</video:live>
                            </video:video>
              </url>
</urlset>
PHIL NOTTINGHAM




Video Sitemap Template - YouTube
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9” xmlns:video="http://www.google.com/schemas/sitemap-video/1.1">
              <url>
                           <loc>http://www.yourdomain.com/page-containing-video</loc>
                           <video:video>
                                         <video:thumbnail_loc>http://www.yourdomain.com/thumbnail-
image</video:thumbnail_loc>
                                         <video:title>Video Title</video:title>
                                         <video:description>Video Meta Description</video:description>
                                        <video:content_loc>http://www.youtube.com/v/VIDEOID</video:content_loc>
                                        <video:duration>Length of video in seconds</video:duration>
                                        <video:publication_date>2012-02-29T18:30:15+00:00</video:publication_date>
                                        <video:family_friendly>yes</video:family_friendly>
                                        <video:tag>Target Keyword 1</video:tag>
                                        <video:uploader info="https://plus.google.com/userid">Name</video:uploader>
                                        <video:live>no</video:live>
                          </video:video>
             </url>
</urlset>
PHIL NOTTINGHAM




Video Sitemap Template – Self Hosted
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9” xmlns:video="http://www.google.com/schemas/sitemap-video/1.1">
              <url>
                           <loc>http://www.yourdomain.com/page-containing-video</loc>
                           <video:video>
                                         <video:thumbnail_loc>http://www.yourdomain.com/thumbnail-
image</video:thumbnail_loc>
                                         <video:title>Video Title</video:title>
                                         <video:description>Video Meta Description</video:description>
                                         <video:content_loc>http://yourdomainc.com/videofile.mp4</video:content_loc>
                                         <video:duration>Length of video in seconds</video:duration>
                                         <video:publication_date>2012-02-29T18:30:15+00:00</video:publication_date>
                                         <video:family_friendly>yes</video:family_friendly>
                                         <video:tag>Target Keyword 1</video:tag>
                                         <video:uploader info="https://plus.google.com/userid">Name</video:uploader>
                                         <video:live>no</video:live>
                           </video:video>
              </url>
</urlset>
PHIL NOTTINGHAM




                  Outreach
PHIL NOTTINGHAM




Video directories & Resource Sites
• They are out there.
• followed links, but you need good, creative
  content
http://blip.tv/
http://www.videojug.com/
http://www.wonderhowto.com/
http://www.imbroadcast.com/
http://bizuns.com/videos
http://www.dailymotion.com/en


          Simple screencast tutorials can get tons of links if solving a problem
PHIL NOTTINGHAM




Viral Videos – influence the influencers
                                                      Videos go viral when
                                                      key influencers provide
                                                      a context for
                                                      engagement

                                                                                Friday,
                                                                                Friday…A
                                                                                AARRRRG
                                                                                GHHHHH



          http://www.ted.com/talks/kevin_allocca_why_videos_go_viral.html
          http://www.slideshare.net/katemorris/brainstorming-and-designing-viral-content
PHIL NOTTINGHAM




                  Using YouTube to
                     build links
PHIL NOTTINGHAM




          WARNING – A LITTLE BIT GREY HAT
PHIL NOTTINGHAM




Hijack videos without “as seen on” attribution
• Find highly viewed videos without “as seen on”
• Embed on your HQ Blog – with surrounding text content
• Get tons of referring links through a 303 redirect




          http://www.youtube.com/social/blog/distilled
PHIL NOTTINGHAM




Embedding custom YouTube Playlists
• Curate the playlist on your site, rather than on YouTube
• Have accompanying text and resource content


<iframe width="560" height="315"
src=http://www.youtube.com/embed/VIDEO1ID?playlist=VIDEO2ID,
VIDEO3ID,VIDEO4ID,VIDEO5ID" frameborder="0"
allowfullscreen></iframe>




          http://code.google.com/apis/youtube/player_parameters.html
PHIL NOTTINGHAM




YouTube 3d
                                                           The content
                                                           isn’t even that
                                                           good.




                                                                  Over a million views


          http://support.google.com/youtube/bin/answer.py?hl=en&answer=157640
PHIL NOTTINGHAM




Checklist – Content Creation
1.   Content should define form
2.   Integration of Audio, Visual and Concept – do they all complement each other?
3.   Unique Ideas – scale the production elements
4.   Do the videos grab attention in the first few seconds?
5.   Correct export settings (see appendices)
6.   Submit Video XML sitemap
7.   Use Schema.org movie mark-up




          Questions? Send them to @philnottingham
PHIL NOTTINGHAM




Checklist – Getting Links
1.    Choose third party hosting solution
2.    Ensure it’s embedded in HTML5 player with flash fallback
3.    Add social buttons to your player
4.    Custom Embed Code for link building with partial anchor text
5.    Ensure the content has supporting text and images
6.    Video Press release
7.    Outreach to key influencers
8.    Seed on YouTube and Vimeo after the links dry up
9.    Resource Directories
10.   YouTube “as seen on” attribution


           Questions? Send them to @philnottingham
Thank You!
Questions?


     PHIL NOTTINGHAM

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Incorporating Video into your Link Building Strategy

  • 1. Incorporating video into your link building strategy PHIL NOTTINGHAM
  • 2. PHIL NOTTINGHAM Phil Nottingham SEO Analyst– Distilled phil.nottingham@distilled.net @philnottingham Central School of Speech and Drama Freelance Film & Theatre Practitioner NDS Distilled
  • 3. PHIL NOTTINGHAM We’d love to do video. The problem is budget. We don’t have the time, money or skills to do it properly. It’s just not something we’re able to do at the moment. A Number of Clients.
  • 4. PHIL NOTTINGHAM Bullshit. Phil Nottingham, 2012
  • 5. PHIL NOTTINGHAM So.. Maybe you can’t be Evian It doesn’t need to be technologically revolutionary to get links
  • 6. PHIL NOTTINGHAM 57 Unique videos in a day Camera £600 Tripod £30 Software £300 All In £930 http://www.youtube.com/playlist?list=PLDCBEEAFF5571810B
  • 7. PHIL NOTTINGHAM Sourcing freelancers with limited budget http://www.castingcallpro.com/uk/ http://www.fivesquids.co.uk/ http://www.lfs.org.uk/ http://www.cssd.ac.uk/ http://www.mandy.com/ http://www.spotlight.com/
  • 8. PHIL NOTTINGHAM So…how can you build links with Video?
  • 9. PHIL NOTTINGHAM How and when do people link to video? • Embed Content • Rarely • Only when it’s directly relevant and valuable • Link to video files • Specific and targeted content • Creatively interesting • General site links • When there is a wealth of good content Make no mistake, getting links to videos is tough. In and of itself – not a tactic.
  • 10. PHIL NOTTINGHAM People link to content with videos http://www.seomoz.org/blog/what-makes-a-link-worthy-post-part-1
  • 11. PHIL NOTTINGHAM Having a video compared to just text will almost triple the average number of linking domains Casey Henry, SEOmoz
  • 12. PHIL NOTTINGHAM Zappos – Product videos done right
  • 13. PHIL NOTTINGHAM 50000 Product Videos Pages with high quality videos get natural links
  • 14. 7830 Links from 1497 Domains
  • 15. PHIL NOTTINGHAM Distilled Linkbait guide 3rd most linked to page on Distilled.net (after the homepage and blog ) 826 linking root domains http://www.distilled.net/linkbait-guide/
  • 16. PHIL NOTTINGHAM Dentsu London – Making Future Magic 892 Links from 253 Root domains Wired Huffington post Gizmodo File on Vimeo.com 2108 from 704 domains http://www.dentsulondon.com/blog/2010/09/14/light-painting/
  • 17. PHIL NOTTINGHAM The same is true across the board http://www.homestarrunner.com/ 87,531 from 4275 http://www.zefrank.com/theshow/ 77,060 from 2445 http://www.collegehumor.com/ 758,000 from 9728 http://www.starwarsuncut.com/ 3,323 from 789 http://jibjab.com/ 53,732 from 2961 Video aggregation sites do particularly well
  • 18. PHIL NOTTINGHAM Integration within wider content strategy
  • 19. PHIL NOTTINGHAM We should be doing video. Our competitors are doing really well with video and it’s something that we need in order to compete. Lets create some viral videos. CEO of client X
  • 20. PHIL NOTTINGHAM Video = Content Video = Form
  • 21. PHIL NOTTINGHAM Common Practice (this sucks) Form Gap Analysis – “we need to do video” Form Idea Development – “what can we do a video about?” Content Creation – “make video”
  • 22. PHIL NOTTINGHAM Good Practice Content Gap Analysis – “we need more tutorial content” Form Idea Development – “what’s the best format for that?” Content Creation – “make tutorial video”
  • 23. PHIL NOTTINGHAM The content should define the form
  • 24. PHIL NOTTINGHAM When is Video the Appropriate form? Would this content lose something if it were just text and image? Use video, but know what to use it for.
  • 25. PHIL NOTTINGHAM Good – Will it Blend? 8364 Links 2230 Domains Filming & Studio £1000 costs Production £300 iPad £400 Blender £100 All In £1800 Can you imagine this content working as just text and images?
  • 26. PHIL NOTTINGHAM Shit – GAIQ videos (Sorry Google) This content feels cumbersome and difficult to digest as a video
  • 27. PHIL NOTTINGHAM How do people experience video?
  • 28. Text Video 1 second Perception Perception 5 seconds Appraisal of Meaning Emotional Response Buy in Point 10 seconds Evaluation of Meaning Appraisal of Meaning 15 seconds Emotional Response Evaluation of Meaning
  • 29. PHIL NOTTINGHAM Why do I need to know this? Good Content Shit Content Integration of form elements Form elements are towards specific goal mismatched or disintegrated Audience Become Active Audience Remain Passive You must actively engage an audience on both a perceptual and a conceptual level
  • 30. PHIL NOTTINGHAM What can video do for you?
  • 31. PHIL NOTTINGHAM Three Distinct Focusses 1. Notoriety 2. Traffic and Conversions 3. Links
  • 32. PHIL NOTTINGHAM Provide Value – Aesthetic, Creative, Educational
  • 33. PHIL NOTTINGHAM Content that won’t get links. • Promotional Trailers • Company Testimonials • Salesy Content Don’t try to sell your product and get links with the same content.
  • 34. PHIL NOTTINGHAM Types of Video Content • Promotional Trailer • Screencast tutorial • Product Demonstration • Informational Tip • Aesthetic Imagery • Interviews • Creative viral focussed content • Live event Recording • Infographic • Advert
  • 35. PHIL NOTTINGHAM Types of Video Form • Animated Content • Performed Content • Recorded events
  • 36. PHIL NOTTINGHAM Production
  • 37. PHIL NOTTINGHAM Filming • Always film in 1080p25 or 1080p30 PAL • Film in a well lit environment • High quality audio is more important than high quality video
  • 38. PHIL NOTTINGHAM Editing Doesn’t actually need to be flashy – keep it simple, but high quality Best Editing Apps: • Final Cut Pro – with Motion and Compressor (Mac only) • Avid Media Studio (PC and Mac) • Adobe Premier (PC and Mac) • Adobe Aftereffects (PC and Mac)
  • 39. PHIL NOTTINGHAM Export settings for YouTube Setting Value Codec h.264 Frame Size 1920x1080 Key Frames Automatic Pixel Aspect Square Bit Rate Unrestricted Audio ACC/MP3 at 256kbps You can lower the bitrate if you want for YouTube, but it’s normally not necessary
  • 40. PHIL NOTTINGHAM Export Settings for Vimeo Setting Value Codec h.264 Frame Size 1280x 720 Key Frames Automatic Pixel Aspect Square Bit Rate 5000kbps Audio ACC/MP3 at 320kbps Always upload in HD for Vimeo, even if you have a free account
  • 41. PHIL NOTTINGHAM Export settings for self hosted Setting Value Codec h.264 Frame Size 1280x 720 Key Frames Automatic Pixel Aspect Square Bit Rate 2014kbps Audio ACC/MP3 at 320kbps If you’re self hosting, be wary of file size!
  • 42. PHIL NOTTINGHAM Technical Implementation
  • 43. PHIL NOTTINGHAM Hosting – For Blended Results & Links Third Party Self Hosted To build links effectively, the content needs to be exclusive to your site.
  • 44. PHIL NOTTINGHAM Hosting – For Social Shares Never seed promotional or non-creative content on these sites
  • 45. PHIL NOTTINGHAM Hosting – For Links & Social Shares Month 1: Month 2: (Enable Community Pass) Once the links dry up, put the content everywhere. Keep the version on your site secure and you should still rank 1st for your own video.
  • 46. PHIL NOTTINGHAM Embedding on Your Domain • HTML5 video player with flash fallback • Don’t use iFrames – Google probably wont crawl them • Include social buttons • Set playback to auto HD • Don’t set to Autoplay – It annoys everybody • YouTube embed parameters • Indexable transcripts! – *cough*keyword stuffed*cough* http://code.google.com/apis/youtube/player_parameters.html
  • 47. PHIL NOTTINGHAM Embed codes for link building • Don’t use standard embed codes within third party players – no links • Place custom codes underneath video embed codes • Use iFrames • Partial Anchor Text <iframe src="http://player.vimeo.com/video/VIDEOID?title=0&byline=0&portrait=0" frameborder="0" width="640" height="360"></iframe><br><span style="font-size: 12px;">Linkbuilding protips from <a href="http://www.yourdomain.net/">Brand and partial anchor text</a> Ensure your embed code will build links back to your site, not the video hosting company
  • 48. PHIL NOTTINGHAM Wistia Superembeds – completely customisable display options http://wistia.com/product/superembeds
  • 49. PHIL NOTTINGHAM Vimeo Pro Settings for Link Building Privacy Embedding
  • 50. PHIL NOTTINGHAM Video Schema Markup – get ahead of the game • Help get the stuff indexed • provide rich metadata to the engines • Rel=“Actor”? – Who knows. • Appropriate attribution http://schema.org/Movie
  • 51. PHIL NOTTINGHAM Many high authority news sites are creating video only sections, and are crying out for content. Lexi Mills, PR Consultant, Distilled
  • 52. PHIL NOTTINGHAM Video News Releases • Big media sites love accompanying video content • It’s easier for an editor to watch a short video than read through a load of text • There is less direct competition • Doesn’t need to be “BBC quality” • Ensure you send an MP4 – Not WMV or Quicktime. • Don’t put any branding, effects or lower thirds on the file ”Communicate your key messages in such a way that it's newsworthy, the points are made quickly, and there is a slight punch to it” http://www.media-attention.co.uk/VNR.htm
  • 53. PHIL NOTTINGHAM Video as Infographic 9494 links From 248 Domains Content on Vimeo.com 4,879 links from 515 domains http://hungrybeast.abc.net.au/stories/stuxnet-anatomy-computer-virus
  • 54. PHIL NOTTINGHAM “Phil...I think I’ve also made that mistake. I've done loads of videos on YouTube & people have embedded them, but I have no links as they all link back to YouTube….”
  • 55. PHIL NOTTINGHAM If you have done this… Find people who linked to you on Vimeo/YouTube and get them to add a link to the relevant page on your site Same works for anyone who has embedded the video
  • 56. PHIL NOTTINGHAM Mozilla Popcorn = EPIC http://mozillapopcorn.org/
  • 57. PHIL NOTTINGHAM Video XML sitemaps • Allow Google to read your video metadata http://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472
  • 58. PHIL NOTTINGHAM Video Sitemap Template - Vimeo <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9” xmlns:video="http://www.google.com/schemas/sitemap-video/1.1"> <url> <loc>http://www.yourdomain.com/page-containing-video</loc> <video:video> <video:thumbnail_loc>http://www.yourdomain.com/thumbnail- image</video:thumbnail_loc> <video:title>Video Title</video:title> <video:description>Video Meta Description</video:description> <video:player_loc allow_embed="yes" autoplay="ap=1">http://player.vimeo.com/video/videoidnumber</video:player_loc> <video:duration>Length of video in seconds</video:duration> <video:publication_date>2012-02-29T18:30:15+00:00</video:publication_date> <video:family_friendly>yes</video:family_friendly> <video:tag>Target Keyword 1</video:tag> <video:uploader info="https://plus.google.com/userid">Name</video:uploader> <video:live>no</video:live> </video:video> </url> </urlset>
  • 59. PHIL NOTTINGHAM Video Sitemap Template - YouTube <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9” xmlns:video="http://www.google.com/schemas/sitemap-video/1.1"> <url> <loc>http://www.yourdomain.com/page-containing-video</loc> <video:video> <video:thumbnail_loc>http://www.yourdomain.com/thumbnail- image</video:thumbnail_loc> <video:title>Video Title</video:title> <video:description>Video Meta Description</video:description> <video:content_loc>http://www.youtube.com/v/VIDEOID</video:content_loc> <video:duration>Length of video in seconds</video:duration> <video:publication_date>2012-02-29T18:30:15+00:00</video:publication_date> <video:family_friendly>yes</video:family_friendly> <video:tag>Target Keyword 1</video:tag> <video:uploader info="https://plus.google.com/userid">Name</video:uploader> <video:live>no</video:live> </video:video> </url> </urlset>
  • 60. PHIL NOTTINGHAM Video Sitemap Template – Self Hosted <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9” xmlns:video="http://www.google.com/schemas/sitemap-video/1.1"> <url> <loc>http://www.yourdomain.com/page-containing-video</loc> <video:video> <video:thumbnail_loc>http://www.yourdomain.com/thumbnail- image</video:thumbnail_loc> <video:title>Video Title</video:title> <video:description>Video Meta Description</video:description> <video:content_loc>http://yourdomainc.com/videofile.mp4</video:content_loc> <video:duration>Length of video in seconds</video:duration> <video:publication_date>2012-02-29T18:30:15+00:00</video:publication_date> <video:family_friendly>yes</video:family_friendly> <video:tag>Target Keyword 1</video:tag> <video:uploader info="https://plus.google.com/userid">Name</video:uploader> <video:live>no</video:live> </video:video> </url> </urlset>
  • 61. PHIL NOTTINGHAM Outreach
  • 62. PHIL NOTTINGHAM Video directories & Resource Sites • They are out there. • followed links, but you need good, creative content http://blip.tv/ http://www.videojug.com/ http://www.wonderhowto.com/ http://www.imbroadcast.com/ http://bizuns.com/videos http://www.dailymotion.com/en Simple screencast tutorials can get tons of links if solving a problem
  • 63. PHIL NOTTINGHAM Viral Videos – influence the influencers Videos go viral when key influencers provide a context for engagement Friday, Friday…A AARRRRG GHHHHH http://www.ted.com/talks/kevin_allocca_why_videos_go_viral.html http://www.slideshare.net/katemorris/brainstorming-and-designing-viral-content
  • 64. PHIL NOTTINGHAM Using YouTube to build links
  • 65. PHIL NOTTINGHAM WARNING – A LITTLE BIT GREY HAT
  • 66. PHIL NOTTINGHAM Hijack videos without “as seen on” attribution • Find highly viewed videos without “as seen on” • Embed on your HQ Blog – with surrounding text content • Get tons of referring links through a 303 redirect http://www.youtube.com/social/blog/distilled
  • 67. PHIL NOTTINGHAM Embedding custom YouTube Playlists • Curate the playlist on your site, rather than on YouTube • Have accompanying text and resource content <iframe width="560" height="315" src=http://www.youtube.com/embed/VIDEO1ID?playlist=VIDEO2ID, VIDEO3ID,VIDEO4ID,VIDEO5ID" frameborder="0" allowfullscreen></iframe> http://code.google.com/apis/youtube/player_parameters.html
  • 68. PHIL NOTTINGHAM YouTube 3d The content isn’t even that good. Over a million views http://support.google.com/youtube/bin/answer.py?hl=en&answer=157640
  • 69. PHIL NOTTINGHAM Checklist – Content Creation 1. Content should define form 2. Integration of Audio, Visual and Concept – do they all complement each other? 3. Unique Ideas – scale the production elements 4. Do the videos grab attention in the first few seconds? 5. Correct export settings (see appendices) 6. Submit Video XML sitemap 7. Use Schema.org movie mark-up Questions? Send them to @philnottingham
  • 70. PHIL NOTTINGHAM Checklist – Getting Links 1. Choose third party hosting solution 2. Ensure it’s embedded in HTML5 player with flash fallback 3. Add social buttons to your player 4. Custom Embed Code for link building with partial anchor text 5. Ensure the content has supporting text and images 6. Video Press release 7. Outreach to key influencers 8. Seed on YouTube and Vimeo after the links dry up 9. Resource Directories 10. YouTube “as seen on” attribution Questions? Send them to @philnottingham
  • 71. Thank You! Questions? PHIL NOTTINGHAM

Editor's Notes

  1. I joined Distillled 10 months and specialise in video
  2. Work out what you can scale.Old spice personal videos – low production values – went viral.
  3. General site links as this site is a resource of good contentDon’t embed video files – as it provides a distraction from their site contentTypically, if trying to buidllinnks, have the accesibility of all the videos on a single page?
  4. Casey from SEOmoz looks at the form/media types. – what got linskDefine media types
  5. Links from the BBC, Telegraph, Guardian. Some big names – Not necessarily linking to the videos, but the videos show care, attentiuon and value.3379,648 links from 337 domainsNot hard to scale that stuff – they already have the content. They just need to scale the photography and the production. Produictionaspects can be scaled
  6. Becoming a hub for the storage of the contentProviding additional content and information EXPAND – linkbait guide, Companies making crap that people unbox. Techrader – do unboxing videos. ASOS &amp; netaporter. Tarting about in clothes – can see it being worn totally fucking makes it better to bytir
  7. Video is a format, not a type of contentLink-worthy video is to video what infographic is to imageMedium for content deliverySo many people saying “I have video content” That is meaningless. The same as saying I have text content or image content Its‘s not enough to simply build video content – must have a purpose and focus. Integratioin
  8. We should do videoLets do a screencast video on this topicIt needs to explain the following points and ideasMake video
  9. We should do something on this topicIt needs to explain the following points and ideasThat would work well as a videoMake videoEXAMPLE – DONE THIS WELL. Blendtech?
  10. Video isn’t for everyone. It’s not always gonna be the best bet. If you
  11. Some performative elements here too – If you aren’t a good public speaker, don’t turn great blog posts into videos for the sake of it. Play to your strengthsWhen the concept/aesthetic underpinning the content willbenefit from an integrated form factor
  12. Site becomes a central resource for the content, with supporting information
  13. Too text heavy – Way too much.Anything people need to refer back to constantly, auto to be text content
  14. Must aesthetically marry the desires of the visiting user – within the first few seconds.
  15. Blended Results – (Click through Rate)Good Algorithmic SignalsBrand TrustImproved User EngagementOn-page conversionsSocial EngagementBrand AwarenessReputation
  16. will make sure anyone who embeds your video doesn’t get attribution.
  17. VNR, videos News Releases hold a new focus in todays news world where publications are trying to do everything they can to make their news dance more online.  The realms of static text predefined my the nature of print publication no longer exist in an online world.  In bygone times the most exciting thing an editor could do to jazz up a story was place a cracking image with it.  Equally PR&apos;s looking to get their clients placed in the public eye would often go to great lengths to secure a good image to go with their story, knowing that a good image would give there story a competitive edge, providing video clips to the media to use online can provide similar leverage.News publications are fighting to make themselves profitable, resources and tighter than ever before, if you can provide good video content to go with your story and sell it in with your story (via VNR) you are better helping them do their jobs.
  18. But – they actually didn’t restrict the content to their site.Links from Forbes – all sorts
  19. Provide alternative embed codesExplain that there is more supporting information on your site?Make sure your version is the HD one – the one that will be better for your users.
  20. Whilst video is new – still new opportunities
  21. Upload/update the sitemap as soon as you launch the videoEnsure you include the date and time correctlyLink “uploader” information to profile with rel=“author” or G+
  22. http://followerwonk.com/lkjhlkjhFind those who can influence the influencersBe willing to pay
  23. Youtube used to give followed links – this is the alternative
  24. Rather do this – curated content