Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Optimising YouTube, Facebook and On-site Video

9 887 vues

Publié le

Slides originally performed at Marketing Festival 2015, detailing how video can be used for SEO, CRO and brand building on social media.

Publié dans : Marketing
  • Like to know how to take easy surveys and get huge checks - then you need to visit us now! Having so many paid surveys available to you all the time let you live the kind of life you want. learn more...▲▲▲ https://tinyurl.com/realmoneystreams2019
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Earn $500 for taking a 1 hour paid survey! read more... ●●● https://tinyurl.com/realmoneystreams2019
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Optimising YouTube, Facebook and On-site Video

  1. 1. @PHILNOT TINGHAM
  2. 2. Video Allows you to… Build Trust Create a human connection Tell a story
  3. 3. At Every Stage in the funnel
  4. 4. S O M E O N E I N T H E A U D I E N C E “But Phil, We don’t know how to do video”
  5. 5. wistia.com/library/diy-office-video-studio
  6. 6. This deck covers optimisation for… On-Site
  7. 7. LOTS OF INCREDULOUS PE OPLE AT MARKETING CONFERENCES “The world’s second biggest search engine after Google!”
  8. 8. Facebook
  9. 9. Google
  10. 10. Bing
  11. 11. YouTube
  12. 12. It’s designed for finding things, but also for conversation and collaboration
  13. 13. How to Optimise for YouTube ✦ Create videos that meet the needs of your audience ✦ Ensure your videos stand out from the pack ✦ Build a channel with a compelling value proposition
  14. 14. How to Optimise for YouTube ✦ Create videos that meet the needs of your audience ✦ Ensure your videos stand out from the pack ✦ Build a channel with a compelling value proposition
  15. 15. S O M E O N E I N T H E A U D I E N C E “How can I work out what my audience are looking for? ”
  16. 16. Keyword Research for YouTube! ……is not really a thing
  17. 17. Find out what’s worked before
  18. 18. S O M E O N E I N T H E A U D I E N C E “What’s the most popular type of content on YouTube?”
  19. 19. Video = Aural + Visual
  20. 20. YouTube = Aural+ Visual
  21. 21. Test before you invest
  22. 22. Lean testing for YouTube 1. Upload some generic video content on a dummy account 2. Change title, description and thumbnail to match proposed creative
  23. 23. Lean testing for YouTube 1. Upload some generic video content on a dummy account 2. Change title, description and thumbnail to match proposed creative
  24. 24. Lean testing for YouTube 1. Upload some generic video content on a dummy account 2. Change title, description and thumbnail to match proposed creative 3. See how many views you get from YouTube search and YouTube suggested videos
  25. 25. Lean testing for YouTube 1. Upload some generic video content on a dummy account 2. Change title, description and thumbnail to match proposed creative 3. See how many views you get from YouTube search and YouTube suggested videos 4. Go and actually produce the videos which gain the most views
  26. 26. How to Optimise for YouTube ✦ Create videos that meet the needs of your audience ✦ Ensure your videos stand out from the pack ✦ Build a channel with a compelling value proposition
  27. 27. PHIL NOT TINGHAM “Of the 17 articles you've read about YouTube Optimisation, you won’t believe the one thing they’ve all got wrong….”
  28. 28. Clicks > Keywords
  29. 29. Best Practice for YouTube titles ✦ “Clicky” title ✦ < 55 characters ✦ Explicit value proposition ✦ Thumbnail is congruent with title
  30. 30. YouTube Suggested Video Traffic Operation “Buzzfeed”
  31. 31. Custom thumbnail = 35% increase in play rate
  32. 32. Think of thumbnails like movie posters
  33. 33. How to Optimise for YouTube ✦ Create videos that meet the needs of your audience ✦ Ensure your videos stand out from the pack ✦ Build a channel with a compelling value proposition
  34. 34. A Typical Brand YouTube Channel
  35. 35. The engine for growth on YouTube
  36. 36. YouTube Channel Framework ✦ Hygiene ✦ Hub ✦ Hero
  37. 37. YouTube Channel Framework ✦ Hygiene - Traffic from Search ✦ Hub - Traffic from Browsing ✦ Hero - Traffic from Social shares
  38. 38. Use Annotations to drive next actions
  39. 39. Typical CTR ….. 1.3%
  40. 40. If you include the word “click” 2.6% (+202%!)
  41. 41. Use cards to encourage users to watch other videos
  42. 42. Use playlists to rank for topical queries
  43. 43. Facebook video is Mobile video
  44. 44. YouTube = Aural + Visual
  45. 45. Facebook = Aural + Visual
  46. 46. PAY TO PLAY = PAY TO GET ON THE WAITING LIST
  47. 47. Content is a starting point for conversation
  48. 48. Why will people care? 
 How will people engage?
  49. 49. Why will people care? ✦ Educates / informs ✦ Makes them look good ✦ Parasocial relationships ✦ Provides shared experience ✦ Surprises ✦ Provides amusement ✦ Thrills or excites ✦ Supports political/social views
  50. 50. How will people engage? ✦ Leave a comment ✦ Like the video ✦ Visit the page ✦ Share to own timeline ✦ Share on friend’s timeline ✦ Share via email/DM
  51. 51. Best Practice for Facebook titles ✦ Provide counterpoint or context ✦ Indicate reward for viewing with sound ✦ Can be nuanced and suggestive ✦ CTA included in text
  52. 52. On-Site Video V I D E O O N YO U R W E B S I T E
  53. 53. “This is who we are” CULTURE VIDEOS
  54. 54. “This is who we are” PRODUCT VIDEOS “This is what we sell” CULTURE VIDEOS
  55. 55. “This is who we are” LEARNING VIDEOS “This is what we know” PRODUCT VIDEOS “This is what we sell” CULTURE VIDEOS
  56. 56. Don’t use these platforms for your on-site video…
  57. 57. A paid platform will give you much better data
  58. 58. Video SEO still matters…
  59. 59. In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP Ways of getting videos indexed…
  60. 60. In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP Ways of getting videos indexed… Awkward and time-consuming to manage
  61. 61. In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP Ways of getting videos indexed… Awkward and time-consuming to manage Unreliable and can affect page speed Fast, reliable and unobtrusive
  62. 62. Customise your video player
  63. 63. Branded player colour = 19% increase in play rate
  64. 64. Use Turnstiles & CTAs to drive next actions
  65. 65. 0 10 20 30 40 50 Start  0 - 10%  10 - 20%  20 - 30%  30 - 40%  40 - 50%  50 - 60%  60 - 70%  70 - 80%  80 - 90%  90 -100%   End 2.3x 4.5x Turnstile Conversion Rate by Location
  66. 66. Average CTR - 12.1%
  67. 67. Average CTR - 13.6% (+18%)
  68. 68. Just one more thing…
  69. 69. Wistia has found video in email gives 300% increase in clicks vs regular image
  70. 70. Ok, maybe one final thing…
  71. 71. Crawled 100K Keywords
  72. 72. Crawled 375K Landing Pages
  73. 73. 0.25% of pages had a video on them
  74. 74. Let’s change that number
  75. 75. B U T F I R S T …
  76. 76. E V E R YO N E TO T H E BA R !

×