3Play Media, SafeNet, and Vidcaster joined forces for a webinar on simple strategies for video SEO. Vidcaster is integrated with 3Play Media to provide premium transcription and captioning services; SafeNet uses Vidcaster for their video platform and 3Play Media for video transcription to increase SEO. SafeNet has put a concerted effort into their video SEO strategy. Jen presented webinar viewers with SafeNet’s top strategies for their video site: - SafeNet houses their video site on a subdomain of their corporate domain. - They use SEO-friendly categories and video URLs. - They make sure their video content is optimized and search friendly, as well. - SafeNet uses transcription to maximize keyword usage and searchability. - They find it imperative to create a video sitemap, which helps Google index their content. - They focus on inbound linking, strategically placing video on both internal and external sites. Jen further discussed SafeNet’s best practices for video SEO, noting some important tactics that webinar viewers could implement. She suggested enabling embeds of your video on others’ websites, annotating your videos with duration and a short description, incorporating your videos into press releases, and considering outbound linking. SafeNet conducted a short study recently to determine the impact of video transcription on search rank. They discovered that in merely three weeks, transcription could bring an unranked video to the first page of a search engine.

1. Simple Strategies for
Sophisticated Video SEO
#videoseo

2. Jennifer Lewis
Sr. Interactive
Marketing Manager
SafeNet
@JenAtSafeNet
Tole Khesin
VP Marketing
3Play Media
@3playmedia
Matt Childs
Video Strategy
Vidcaster
@mattychilds
Moderated by Evy Wilkins
Head of Marketing, Vidcaster
@mainwilk
Today’s Speakers
#videoseo

3. Introductions
Agenda: 30 Minutes to Actionable Tips
SafeNet’s Video Globalization Journey:
How Video SEO Plays Into Our Global
Inbound Marketing Mix
Q & A
#videoseo
Speakers: @JenAtSafeNet, @3PlayMedia, @MattyChilds

4. What’s the most
challenging part about
video SEO for you?
#videoseo
Poll #1

5. • Video Experience Platform
• Connecting Video to Your ROI Metrics
• Manage, Enrich, Distribute & Analyze
• Common Use Cases
• Marketing
• Training
• Paywall
What is Vidcaster?

6. • Automated Video Site Maps for Proper Search Engine Indexing
• Custom Site Maps for Advanced SEO
• Easy Access to Video Metadata for Optimization
• Integration with 3Play Media for High Quality Transcriptions
Focused on Video SEO
#videoseo

7. About 3Play Media
1
‣ Video captioning + transcription + subtitling
‣ MIT spinout in 2007
‣ Based in Cambridge, MA
‣ 800+ customers in enterprise, higher ed, entertainment

8. Vidcaster + 3Play Media Integration
2

9. Transcript + Captions (Subtitles)
3

10. Why Transcribe?
‣ SEO: more inbound traffic
4
Transcript
1 min = 150 words

11. Why Transcribe?
‣ SEO: more inbound traffic
‣ Accessibility for deaf and hard of hearing
‣ Better comprehension
‣ Flexibility to view in noise-sensitive environments
5
80%
Caption users
who don’t have a
hearing disability
Transcript
1 min = 150 words

12. Why Transcribe?
‣ SEO: more inbound traffic
‣ Accessibility for deaf and hard of hearing
‣ Better comprehension
‣ Flexibility to view in noise-sensitive environments
‣ Search + navigation = Better user experience
6
80%
Caption users
who don’t have a
hearing disability
Transcript
1 min = 150 words
97%Users who said
interactive transcripts
enhanced experience

13. Why Transcribe?
‣ SEO: more inbound traffic
‣ Accessibility for deaf and hard of hearing
‣ Better comprehension
‣ Flexibility to view in noise-sensitive environments
‣ Search + navigation = Better user experience
‣ May be required by law
‣ Content marketing
‣ Used as source for translation
7
80%
Caption users
who don’t have a
hearing disability
Transcript
1 min = 150 words
97%Users who said
interactive transcripts
enhanced experience

14. How many videos do
you manage today?
#videoseo
Poll #2

15. © SafeNet Confidential and Proprietary
SafeNet’s Video Globalization Journey:
How Video SEO Plays Into Our Global Inbound Marketing Mix
Jennifer Lewis
Sr. Interactive Marketing Manager, SafeNet
April 22, 2014

16. 2
© SafeNet Confidential and Proprietary
What We Do
SafeNet is trusted to protect, control access to, and manage
the worlds most sensitive data and high value applications
We control access to the most
sensitive corporate information–
more than 35 million identities
protected via tokens, smartcards,
and mobile devices managed on-
premise and in the cloud.
We protect the most money that
moves–over 80% of the world’s
intra-bank fund transfers and
nearly $1 trillion per day.
We monetize the most high-value
software–more than 100 million
license keys protect and manage
on-premise, embedded, and cloud
applications globally.
We are the de facto root of trust–
deploying more than 86,000 key
managers and protecting up to
750,000,000 encryption keys.

17. 3
© SafeNet Confidential and Proprietary
Who We Serve
The world’s most trusted brands trust SafeNet to secure their
sensitive information and monetize their software assets.
REVENUE
~500m
GLOBAL FOOTPRINT
+25,000
Customers in
100 countries
EMPLOYEES
+1,500
In 25 countries
UK Government

18. 4
© SafeNet Confidential and Proprietary
What Were Our Video Challenges?
! Here, There and Everywhere!
! Control Costs.
! Going Global.
! Space Limitations.
! Lead Generation.
! Score!

19. 5
© SafeNet Confidential and Proprietary
The Project Takes Shape:
Key Requirements
1. Must support global languages and allow us to filter by
language
2. Must reflect the terminology and organization structure
we wanted (Tech support videos, webcasts,
presentations, etc.)
3. Must integrate with our marketing automation platform
(Silverpop)
4. Must be easily optimized for search engines
5. Allows us to consolidate all of our videos into a single
hosted location

20. 6
© SafeNet Confidential and Proprietary
The Sentinel Video Site
Language selector
1
1
2 Search functionality
2 3 SEO-Friendly Tags3
http://sentinelvideos.safenet-inc.com

21. 7
© SafeNet Confidential and Proprietary
OK, now we have a great video site. What
do we do with it?

22. 8
© SafeNet Confidential and Proprietary
Top SEO Strategies for Our Video Site
1. Using SEO-friendly categories and video URLs
2. Subdomain of our corporate domain
3. Ensure our content is optimized and search friendly as
well
4. Implement transcriptions to maximize keyword usage
5. Video site map – helps Google know what we have
6. Strategic video placement on both internal and external
sites to build inbound linking value

23. 9
© SafeNet Confidential and Proprietary
Some Additional Video SEO Best Practices
! Enabling embeds of your videos on others websites.
! Annotating videos with content details about the video,
including duration of the video and what its about.
! Incorporating videos into press releases.
! Remember outbound linking too.

24. 10
© SafeNet Confidential and Proprietary
Getting Found on Google
Services-based product offering
#4
#2
The license packaging lifecycle

25. 11
© SafeNet Confidential and Proprietary
A Test of the Impact of Transcription on SEO
Week$of$4/1$
KW$+$software$licensing$in$virtual$environments$$
URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+
licensing+in+virtual+environments/$$
Rank$+$Bing$–$n/a$Yahoo$–n/a$
$
Week$of$4/14$
KW$+$software$licensing$in$virtual$environments$$
URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+
licensing+in+virtual+environments/$$
Rank$+$Bing$+$#14$Yahoo$+$#14$
$
Week$of$4/22$
KW$+$software$licensing$in$virtual$environments$$
URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+
licensing+in+virtual+environments/$$
Rank$+$Bing$+$#11$Yahoo$+$#9$

26. 12
© SafeNet Confidential and Proprietary
Success!
29 form
protected
videos
Over 7,700
video plays
Over 480
leads
generated
Conversion
rate of 9%

27. Q&A
#videoseo
Ask us anything… about video SEO :)
Jennifer Lewis
Sr. Interactive
Marketing Manager
SafeNet
@JenAtSafeNet
Tole Khesin
VP Marketing
3Play Media
@3playmedia
Matt Childs
Video Strategy
Vidcaster
@mattychilds

28. Key Takeaways
Use a central library or section for your videos
Keep metadata clean, useful & keyword rich
Ensure videos are playing back on your domain
Use transcripts to augment your content strategy
Use YouTube to attract new traffic & your own
domain to inform & convert.
#videoseo

29. Jennifer Lewis
SafeNet
jennifer.lewis@safenet-inc.com
Tole Khesin
3Play Media
tole@3playmedia.com
Matt Childs
Vidcaster
matt@vidcaster.com
Connect with Us
#videoseo