Optimising your Videos for Search Engines - Phil Nottingham
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Presentation Phil Nottingham gave at Vzaars Digital Marketing group meetup in January 2014, at stationers hall in London.
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Optimising your Videos for Search Engines - Phil Nottingham
- 1. Optimising Your Videos for Search Engines PHIL NOTTINGHAM
- 2. PHIL NOTTINGHAM • Video Marketing Expert • Semi-Professional Pirate • Enthusiastic Beer Drinker Senior Consultant, Distilled Phil.nottingham@distilled.net @philnottingham
- 4. Online video has been a “thing” for 10 years.
- 5. Broadband gave us streaming at 15fps
- 6. Global median mobile speed today >1MBPS
- 7. Online video strategies have historically looked like TV advertising strategies
- 8. Common Approach to Video Marketing Have idea want Decide you to Video for acreate a video Pay a creative agency to make it Phil Nottingham Put the video everywhere Judge success based on the number of impressions Pay for some seeding/advertising @philnottingham
- 9. Common Approach to Video Marketing Have idea want Decide you to Video for acreate a video Put the video everywhere But this doesn’t work very well Pay a creative agency to make it Phil Nottingham Judge success based on the number of impressions Pay for some seeding/advertising @philnottingham
- 10. Let’s think about how we consume media on the internet
- 11. We surface content through filters
- 12. Our technology protects us from unwanted content Including unwanted marketing
- 16. Online audiences are then always inside filter bubbles
- 19. Online Video Phil Nottingham ≠ Online TV @philnottingham
- 23. Only use video when the message would be lost by any other medium
- 24. Hyper Targeted Phil Nottingham > One Size Fits All @philnottingham
- 25. Video SEO helps to get your content through the filter bubbles Phil Nottingham @philnottingham
- 26. All content must be goal driven.
- 28. Three main goals for video in online marketing moz.com/blog/building-a-video-seo-strategy @philnottingham
- 29. Goal 1
- 31. Videos to help sell a specific product or service
- 32. Videos for pages. Phil Nottingham @philnottingham
- 33. Product/category page “conversion” videos http://www.appliancesonline.co.uk @philnottingham
- 34. Get pages ranking with a Rich Snippet http://www.kurtzandblum.com @philnottingham
- 36. Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
- 37. Wistia will automate this process for you http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
- 38. Vzaar will automate this process for you http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
- 39. And/Or Implement Schema.org Mark-up Phil Nottingham @philnottingham
- 40. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience
- 41. Split Test SERPs with Mechanical Turk http://www.tomanthony.co.uk/tools/serp-turkey/ @philnottingham
- 43. Create transcriptions and put them in the HTML • Valuable for users • Provides unique and relevant text for product pages Phil Nottingham @philnottingham
- 44. Best paid transcription service Phil Nottingham @philnottingham
- 45. Use a secure, paid hosting solution Phil Nottingham @philnottingham
- 46. Don’t use YouTube for “conversion”
- 47. Use YouTube and you’ll drive traffic to YouTube http://www.youtube.com/appliancesonline @philnottingham
- 48. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience Phil Nottingham @philnottingham
- 49. I’ve done some research.
- 50. 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
- 52. Av. CTR = 0.72% Phil Nottingham @philnottingham
- 53. YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
- 54. YouTube is for top of funnel content only http://moz.com/blog/the-marketing-value-of-youtube @philnottingham
- 55. Goal 2
- 57. Viral Videos
- 58. A creative story attached to your brand http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
- 61. Purely Informational with no transactional call to action Phil Nottingham @philnottingham
- 62. Relevant for an audience unfamiliar with your brand Phil Nottingham @philnottingham
- 63. Host for maximum visibility Phil Nottingham @philnottingham
- 64. Optimise for YouTube (YouTube SEO) • • • • • Optimise Title and Descriptions for relevant search terms Include tags Ensure you upload at 1280x720 HD or higher Upload a closed caption file (created manually) Get as many (genuine) embeds and links as you can Phil Nottingham @philnottingham
- 65. Measure user engagement. Not views. https://www.youtube.com/analytics @philnottingham
- 66. Goal 3
- 68. Use video as part of a creative page type
- 69. Create a video others will link to or embed
- 70. This isn’t the same as “viral content” Phil Nottingham @philnottingham
- 71. What does it look like then? Phil Nottingham @philnottingham
- 74. Ensure the video is only visible on your domain to start with Phil Nottingham @philnottingham
- 75. When people embed a YouTube / Vimeo video – they don’t link to your site.
- 76. How can I prevent this? Phil Nottingham @philnottingham
- 77. Use a secure, paid hosting solution Phil Nottingham @philnottingham
- 78. But…YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
- 79. 1. Securely host 2. Outreach 3. Put on YouTube afterwards Phil Nottingham @philnottingham
- 81. Use Open Site Explorer to work out who has linked to your videos http://www.opensiteexplorer.org/ @philnottingham
- 82. Outreach with a value proposition Phil Nottingham @philnottingham
- 83. I want rich snippets, links and my video on YouTube. Can I target every goal with the same video? Several people in the audience Phil Nottingham @philnottingham
- 85. Technical Implementation can cannibalise Phil Nottingham @philnottingham
- 87. Content will best support a goal… …when it’s created with that goal in mind Phil Nottingham @philnottingham
- 88. But you don’t have to reinvent the wheel every time
- 89. Build up a library of…. • Interviews • • • Phil Nottingham Product shots Screencasts General Views @philnottingham
- 90. Segment ideas by goal Phil Nottingham @philnottingham
- 91. Establish Your Minimum Viable Conversion at every stage in the funnel Craig Bradford @CraigBradford
- 92. Personalise content by user group Phil Nottingham @philnottingham
- 93. Tie it to your audience shutterstock.com @philnottingham
- 94. Slight adjustments in targeting will allow you to repurpose your content Phil Nottingham @philnottingham
- 95. Recut and re-edit a library of footage to get there
- 96. Use Video when it’s the right form of content for an idea Phil Nottingham @philnottingham
- 97. Let business goals drive both the technical & creative
- 98. Thanks! PHIL NOTTINGHAM, VIDEO STRATEGIST
Notes de l'éditeur
- I’m british, we share a lot.
- Vicke to design
- Vicke to design
- Vicke to Edit
- Mention Will it blend example
- Vicke to design
- Good = Will it blend.Bad = GAIQ.
- Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
- Get Vicke to redesign
- 14% increase in traffic within one month just from this implementation
- MentionYoast Plugin
- MentionYoast Plugin
- 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
- Explain how Google treat iframes
- 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.
- Talking about fame here. Brand awareness gets a bad name with SEOs, I’d take an increase in branded search every single time.
- Primary keyword, secondary keyword brand.Caption Tube
- Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
- Video only one format among many. It’s not a “thing”.
- Typically informational rather than funny actionally - since you need people to embed it or link to it in the context of their own content - not just share it and upload it to Reddit. that stuff is all good too - but it’s more of an “awareness’ play, rather than something to directly build links.
- Integral to the Page Type
- 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
- Explain how Google treat iframes
- Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
- Establish Your Minimum Viable Conversion