Video Creation and Optimization
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Dive into the videos that will be created for your advertisers as part of their SEO package. You’ll learn why video matters in online marketing and SEO, why and how they are optimized for better visibility, and the benefits of adding videos to your website. We’ll share a sample YouTube channel and sample video.
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Video Creation and Optimization
- 1. Video Creation & Optimization Megan Lindsey, Senior Account Manager Search Influence @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 2. About Me: Megan Lindsey • University of Louisiana Lafayette Mass Communication/Media Studies Graduate • Influencer since 2011 • Leads a Team of 5 Account Managers • Google AdWords + Bing Ads Certified @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 3. Why do Videos Matter for SEO? • Barnacle SEO • High degree of engagement • Dialogue with potential customers while providing rich content for search engines = the core of SEO @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 4. Why do Videos Matter for SEO? • Provide links on a well-trafficked website while contributing meaningful content to customers in a short, digestible format • Helps with local search optimization – Associated videos are a part of Google Places pages – Strengthened by providing a location for the video @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 5. @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 6. Standard Video Breakdown ✓ 30 seconds ✓ Slideshow format of images – Supplied by client – Stock images ✓ Background music ✓ Voice over – Script is written by our content team @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 7. Let’s See It @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 8. Let’s See It @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 9. @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 10. Creating and Optimizing YouTube Channel @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 11. Optimizing Videos for Better Visibility • • • • Upload to branded YouTube channel Keyword optimized video title Video description includes link to website Transcription (script) – Script/voice over is written with a general keyword, so the transcription will be optimized • Location • Tags • Category @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 12. Brand & Contact Info Optimized Title Meaningful content to customers in a short, digestible format Website link
- 13. Brand & Contact Info Optimized Title Website link Meaningful content to customers in a short, digestible format
- 14. What Packages Include Video? Video Breakdown Local Presence Package 1 Video 5 Keyword Package 2 Videos 8 Keyword Package 3 Videos 11 Keyword Package 4 Videos Comprehensive Depending on budget @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 15. Video Topics • Topics will be discussed on the kickoff call and throughout the campaign • First video – General “about the business” • Additional Videos – About a featured product or service – About the owner @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 16. We’ll need a few things from your advertisers. CREATING THE VIDEOS @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 17. What We’ll Need • Business Information – We’ll learn about the business on the kickoff call – Additional information will come from website • • • • Name Address Phone Number Website @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 19. What We’ll Need • Images – We’ll ask for these on the kickoff call, but will need help gathering – Ideally 1208 x 720, must be more than 640 x 360 – At least 100 kb – Acceptable file types: JPG, PNG, PSD, TIFF, BMP, PDF GIF, AI – We’ll use approximately 8-12 images in the video Note: If less than 8 quality photos are supplied, video team will find relevant stock photos to supplement @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 20. What We’ll Need • Examples of Images – Outside/inside office – Staff photos – Products/services – Photos from site – Related stock photos @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 22. What We’ll Need • Optional Feedback – Videos will be automatically placed on YouTube channel • Client will be notified that the video is live and what page it will be added to on the site – If the client has any edits, we will accommodate as needed @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 23. What We’ll Need • Adding Videos on their Website – If we are implementing, we will place video on appropriate page on the site • About the business will go on About, Contact or similar page • Video about a specific product or service will go on that specific page – If they have five or more videos • We will create a video sitemap • Submit video sitemap to Google Webmaster Tools @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 25. @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 26. Questions? @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
- 27. Thank you! • mlindsey@searchinfluence.com • searchinfluence.com/blog • @SearchInfluence @SearchInfluence Confidential, Property of Search Influence, LLC © 2013
Notes de l'éditeur
- Good morning everyone!Thank you for joining us for today’s webinar
- Currently lead a team of 5 Account Managers that service over 300 clients, with accounts ranging from SEO to Social Media
- - Barnacle SEO: Leveraging other sites for SEO and letting their strength carry you to the top and owning multiple results on page 1 of the search results. In this case, we’re leveraging an extremely authoritative and well recognized site—YouTube.- Engagement: Allows for visitors to interact with the site longer which helps decrease bounce rate and improves the site’s quality score = all of these factors translate to having a stronger and more authoritative site, which in turn, will make for better rankings.- As I’m sure many of you know, the core of SEO is to begin a dialogue with potential customers, while providing rich content that the search engines can read. Content is the only way that Google and the search engines can understand what your business is all about, so the more unique and diverse content that you can provide, the better.
- - Local Optimization: Associated videos are a part of Google+ Local/Social pages. They are also strengthened by providing a location for the video, ie: Name, Address Phone number.
- - YouTube is the 2nd largest search engine in the world, so it’s important that our clients can be found using this channel and be able to provide content to potential customers.- Another really important thing to keep in mind is that YouTube is a Google Product. The more you use Google Products, the happier they are, which in turn will help you rank!- Our new set of campaign deliverables focus on a more comprehensive and diverse link building strategy. We’re including deliverables that focus on more social signals, brand awareness, and content that creates the opportunity for social engagement and sharing.
- This is what our standard video breakdown looks like:Videos are typically about 30 seconds longThe videos are in a slideshow format of imagesThese images can either be provided by the client (pulled from the site or sent to the account manager)IOR if the client doesn’t have any images, we can also find stock images to use
- So let’s take a look at a couple example videos.
- - Now that you’ve seen what the video’s actually look like, the next step to making the most of a video for SEO is to make sure that it’s fully OPTIMIZED.
- The campaign includes setting up and branding of a YouTube channel. (Month 1) If the client has an existing YouTube channel, we will need access to the account. Ideally, we would like to have the YouTube channel tied to the claimed Google+ Local/Social page, since this will reinforce the trust and authority of of the videos.Here’s an example of a well optimized YouTube Channel with branding and business information
- Once the video is created, we’ll upload it to the client’s YouTube channel and begin optimizations. (Month 3)There are several opportunities within YouTube to optimize the video with our targeted keywords. The keyword that we choose to optimize a particular video with will be based on the subject of that video. So for example, if the video is about a service that the client provides, we will incorporate the targeted keyword that correlates best.Much like the optimized content that we implement on the clients’ site, there are specific places that we incorporate the keywords and optimize for the businesses’ physical location. These places include: Video Title, Video Description, Video Transcription, Location---we can input the coordinates of the office, Tags—descriptive keywords to help people find your video, and Category---top level/general categories for the subject of the video.
- Now I’m going to show you a couple examples of what these optimizations look like on the video
- Now I’m going to show you a couple examples of optimized videos
- - During the kickoff call, we will discuss the amount of videos the client will be receiving, as well as some proposed topics.
- In order to begin creating the videos, we will need a few things from the client.I talked a little about what’s included in the videos, but here’s a breakdown on the specific things we will need from the client
- - During the kickoff call, we’ll get the chance to speak with the client about their business, what products and/or services they provide, and their SEO goals. We’ll be passing this information along to our writers so that they can be sure to keep these things in mind when writing the content for the videos.
- Examples of branding that will be included at the beginning and end of each video, we’ll want to be sure that we have all of the correct NAP information.
- Here’s a couple examples of a videos that havebeen implemented on the clients’ site
- And lastly, we also want to be sure that the client’s expectations are properly set in regards to these videos that we will be creating. The goal for these videos is to provide rich content and and to begin a dialogue with potential customers.