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PHIL NOTTINGHAM  SEO Consultant, Distilled  phil.nottingham@distilled.net  @philnottingham
A Real Case Study                      196 Pages                      Domain Authority – 31                      Average v...
Cost: $4000 ($75 per video)PHIL NOTTINGHAM |@philnottingham
July 2012…Created and hosted 53 videoson his sitePHIL NOTTINGHAM | @philnottingham
August 2012…51/53 ranking with richsnippetsPHIL NOTTINGHAM | @philnottingham
September 2012…Organic traffic up by 14%PHIL NOTTINGHAM | @philnottingham
Moves from            to   7th     4                                for head                                     thterm (w...
Increase in both telephonetraffic and sales.PHIL NOTTINGHAM | @philnottingham
The Building Blocks ofGreat VideoPHIL NOTTINGHAM
Phil’s First Day at Distilled
Phil’s second week at Distilled
Distilled CircaOctober 2012
Where does video fit in the worldof SEO
Two main problems
Problem 1:
Video = Great Content                                    …Right?PHIL NOTTINGHAM | @philnottingham
So...             Form Video = Great Content                                    …Right?PHIL NOTTINGHAM | @philnottingham
Common Practice (This Sucks)         We need to do Video     What can we do a video about?              Make video
Good Practice    We need more content to improve X     What’s the best format for that?                Make Video
Would this content losesomething if it were just textand image?PHIL NOTTINGHAM | @philnottingham
Problem 2:
How most Marketers see Video
Video is about much more than viralPHIL NOTTINGHAM | @philnottingham
Drive more traffic from search                              Click                              Through                    ...
Embed the video on the page you want to rankPHIL NOTTINGHAM | @philnottingham
Host on your own server or withone of these providershttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NO...
High quality video withoutdraining your bandwidth Setting                            Value Codec                          ...
HTML5 player with Flash Fallbackhttp://www.longtailvideo.com/players/PHIL NOTTINGHAM | @philnottingham
Don’t use the iframe optionhttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NOTTINGHAM | @philnottingham
Video XML Sitemaps                                          • Provide Google with                                         ...
http://dis.tl/video-sitemap-generatorPHIL NOTTINGHAM @philnottingham
Can also get videos indexed withSchemahttp://schema.org/VideoObjectPHIL NOTTINGHAM @philnottingham
A user who watches anAppliances Online video…PHIL NOTTINGHAM | @philnottingham
Twice as likely to convertPHIL NOTTINGHAM | @philnottingham
Spends 9.1% more moneyPHIL NOTTINGHAM | @philnottingham
£339                  £369PHIL NOTTINGHAM | @philnottingham
Bridge the gap between InitialInterest and conversion.PHIL NOTTINGHAM | @philnottingham
Empathy, Hard facts.PHIL NOTTINGHAM | @philnottingham
“That video looks expensive…”PHIL NOTTINGHAM | @philnottingham
Include transcriptions on the page
Provide unique and relevanttext for product pages.PHIL NOTTINGHAM | @philnottingham
Don’t put “conversion”video on YouTube•    Cannibalises rankings for your own     site.•    Hard to convert from YouTube• ...
Appliances Online…what’s going on?PHIL NOTTINGHAM | @philnottingham
“So….YouTube Sucks for SEO?!”PHIL NOTTINGHAM | @philnottingham
What…?
YouTube is the world’s second biggestSearch EnginePHIL NOTTINGHAM | @philnottingham
If you don’t have a presencethere, do you really have anSEO strategy?PHIL NOTTINGHAM | @philnottingham
YouTube is like Inbound TVPHIL NOTTINGHAM | @philnottingham
A Creative Story –Attached to your brandPHIL NOTTINGHAM | @philnottingham
Tutorials also work wellhttp://www.youtube.com/watch?v=MbXzI-IAdScPHIL NOTTINGHAM | @philnottingham
YouTube Keyword Toolhttps://ads.youtube.com/keyword_toolPHIL NOTTINGHAM | @philnottingham
YouTube Optimisation 101• Include keywords in the file name• Include a Closed Caption (transcript) file *cough* keyword st...
Measure user engagement,not viewshttps://www.youtube.com/analyticsPHIL NOTTINGHAM | @philnottingham
Failure looks like…                  TL:DWPHIL NOTTINGHAM | @philnottingham
Lower bounce rate:• Keep stings/indents short• Focus on quality of audio• Get straight to the meat and  potatoesPHIL NOTTI...
Quick route to social proof                                    33,000 views                                    For £2150  ...
Also put it everywherePHIL NOTTINGHAM | @philnottingham
Encode Settings for YouTubeSetting                             ValueCodec                               h.264Frame Size   ...
How and when do peoplelink to Video?Embed Content                        Link to Pages• Only when it’s directly valuable  ...
Video as part of a page type114 linkingroot domainshttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-business...
New Integrations ofHTML5 and JQueryhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remixed_and_popped.htmlPHI...
Make sure links only go toyour site, not hosting platform                                           Video on owner’s domai...
Restrict visibility on hosting domain PHIL NOTTINGHAM | @philnottingham
Add custom embed code on page.http://dis.tl/video-embed-generatorPHIL NOTTINGHAM | @philnottingham
Exception to the rule –Custom YouTube Playlistshttp://www.distilled.net/training/facebook/PHIL NOTTINGHAM | @philnottingham
http://dis.tl/youtube-playlists-toolPHIL NOTTINGHAM | @philnottingham
FAQ
“I self-hosted and submitted avideo sitemap but my videosaren’t indexed yet. Whatshould I do?”PHIL NOTTINGHAM | @philnotti...
““Phil, I think I’ve made a mistake.Ive done loads of videos on YouTube & peoplehave embedded them, but I have no links as...
Pro Tip – Outreach to everyonewho embedded your YouTubeVersion and ask them for a linkPHIL NOTTINGHAM | @philnottingham
“I want rich snippets, links andmy video on YouTube. Can I doall the approaches?”PHIL NOTTINGHAM | @philnottingham
Yes…But you need contentsuitable for that AND you’lldilute all of the return.PHIL NOTTINGHAM | @philnottingham
Inappropriate content/                Outranked by YouTube                for some keywords                               ...
If you want traffic &conversions to your site,Host the content securelyPHIL NOTTINGHAM | @philnottingham
If you want a video to beseen, Put it on YouTube (andVimeo etc).PHIL NOTTINGHAM | @philnottingham
If you want everything, createmore contentPHIL NOTTINGHAM | @philnottingham
No
Yes
Resources
Sourcing Performers•      http://www.cssd.ac.uk•      http://www.spotlight.com/•      http://drama.ac.uk•      http://www....
Sourcing Production Talent•      http://www.mandy.com•      http://www.shootingpeople.org•      http://searchlight.com•   ...
Places to learn video production•    http://www.creativecow.net•    http://philipbloom.net/•    http://www.lynda.com•    h...
More information on building a videostrategyhttp://www.distilled.net/training/video-marketing-guide/PHIL NOTTINGHAM | @phi...
Or just buy me a drink… Questions?! PHIL NOTTINGHAM    SEO Consultant, Distilled    Phil.nottingham@distilled.net    @phil...
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
The Building Blocks of Great Video
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The Building Blocks of Great Video

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Phil's slidedeck from SearchLove London 2012, exploring how SEO's should approach video as a marketing medium

Publié dans : Technologie
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The Building Blocks of Great Video

  1. 1. PHIL NOTTINGHAM SEO Consultant, Distilled phil.nottingham@distilled.net @philnottingham
  2. 2. A Real Case Study 196 Pages Domain Authority – 31 Average visits Per Month - 2700http://www.kurtzandblum.comPHIL NOTTINGHAM | @philnottingham
  3. 3. Cost: $4000 ($75 per video)PHIL NOTTINGHAM |@philnottingham
  4. 4. July 2012…Created and hosted 53 videoson his sitePHIL NOTTINGHAM | @philnottingham
  5. 5. August 2012…51/53 ranking with richsnippetsPHIL NOTTINGHAM | @philnottingham
  6. 6. September 2012…Organic traffic up by 14%PHIL NOTTINGHAM | @philnottingham
  7. 7. Moves from to 7th 4 for head thterm (with no other link building work)PHL NOTTINGHAM | @philnottingham
  8. 8. Increase in both telephonetraffic and sales.PHIL NOTTINGHAM | @philnottingham
  9. 9. The Building Blocks ofGreat VideoPHIL NOTTINGHAM
  10. 10. Phil’s First Day at Distilled
  11. 11. Phil’s second week at Distilled
  12. 12. Distilled CircaOctober 2012
  13. 13. Where does video fit in the worldof SEO
  14. 14. Two main problems
  15. 15. Problem 1:
  16. 16. Video = Great Content …Right?PHIL NOTTINGHAM | @philnottingham
  17. 17. So... Form Video = Great Content …Right?PHIL NOTTINGHAM | @philnottingham
  18. 18. Common Practice (This Sucks) We need to do Video What can we do a video about? Make video
  19. 19. Good Practice We need more content to improve X What’s the best format for that? Make Video
  20. 20. Would this content losesomething if it were just textand image?PHIL NOTTINGHAM | @philnottingham
  21. 21. Problem 2:
  22. 22. How most Marketers see Video
  23. 23. Video is about much more than viralPHIL NOTTINGHAM | @philnottingham
  24. 24. Drive more traffic from search Click Through Rate ++http://www.distilled.net/blog/video/getting-video-results-in-google/PHIL NOTTINGHAM | @philnottingham
  25. 25. Embed the video on the page you want to rankPHIL NOTTINGHAM | @philnottingham
  26. 26. Host on your own server or withone of these providershttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NOTTINGHAM | @philnottingham
  27. 27. High quality video withoutdraining your bandwidth Setting Value Codec h.264 Frame Size 1280x 720 Pixel Aspect Square Bit Rate 2014kbps Audio ACC/MP3 at 320kbpsPHIL NOTTINGHAM | @philnottingham
  28. 28. HTML5 player with Flash Fallbackhttp://www.longtailvideo.com/players/PHIL NOTTINGHAM | @philnottingham
  29. 29. Don’t use the iframe optionhttp://www.seomoz.org/blog/hosting-and-embedding-for-video-seoPHIL NOTTINGHAM | @philnottingham
  30. 30. Video XML Sitemaps • Provide Google with video metadata • Define the video image thumbnail • Link to on-site profileshttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472PHIL NOTTINGHAM | @philnottingham
  31. 31. http://dis.tl/video-sitemap-generatorPHIL NOTTINGHAM @philnottingham
  32. 32. Can also get videos indexed withSchemahttp://schema.org/VideoObjectPHIL NOTTINGHAM @philnottingham
  33. 33. A user who watches anAppliances Online video…PHIL NOTTINGHAM | @philnottingham
  34. 34. Twice as likely to convertPHIL NOTTINGHAM | @philnottingham
  35. 35. Spends 9.1% more moneyPHIL NOTTINGHAM | @philnottingham
  36. 36. £339 £369PHIL NOTTINGHAM | @philnottingham
  37. 37. Bridge the gap between InitialInterest and conversion.PHIL NOTTINGHAM | @philnottingham
  38. 38. Empathy, Hard facts.PHIL NOTTINGHAM | @philnottingham
  39. 39. “That video looks expensive…”PHIL NOTTINGHAM | @philnottingham
  40. 40. Include transcriptions on the page
  41. 41. Provide unique and relevanttext for product pages.PHIL NOTTINGHAM | @philnottingham
  42. 42. Don’t put “conversion”video on YouTube• Cannibalises rankings for your own site.• Hard to convert from YouTube• Can devalue Your YouTube channelPHIL NOTTINGHAM | @philnottingham
  43. 43. Appliances Online…what’s going on?PHIL NOTTINGHAM | @philnottingham
  44. 44. “So….YouTube Sucks for SEO?!”PHIL NOTTINGHAM | @philnottingham
  45. 45. What…?
  46. 46. YouTube is the world’s second biggestSearch EnginePHIL NOTTINGHAM | @philnottingham
  47. 47. If you don’t have a presencethere, do you really have anSEO strategy?PHIL NOTTINGHAM | @philnottingham
  48. 48. YouTube is like Inbound TVPHIL NOTTINGHAM | @philnottingham
  49. 49. A Creative Story –Attached to your brandPHIL NOTTINGHAM | @philnottingham
  50. 50. Tutorials also work wellhttp://www.youtube.com/watch?v=MbXzI-IAdScPHIL NOTTINGHAM | @philnottingham
  51. 51. YouTube Keyword Toolhttps://ads.youtube.com/keyword_toolPHIL NOTTINGHAM | @philnottingham
  52. 52. YouTube Optimisation 101• Include keywords in the file name• Include a Closed Caption (transcript) file *cough* keyword stuffed *cough*• Optimise Title, Description and “Tags” as per traditional SEO• Include naked URL link in meta description• Get links, views and shareshttp://www.distilled.net/blog/social-media/youtube/youtube-seo/PHIL NOTTINGHAM | @philnottingham
  53. 53. Measure user engagement,not viewshttps://www.youtube.com/analyticsPHIL NOTTINGHAM | @philnottingham
  54. 54. Failure looks like… TL:DWPHIL NOTTINGHAM | @philnottingham
  55. 55. Lower bounce rate:• Keep stings/indents short• Focus on quality of audio• Get straight to the meat and potatoesPHIL NOTTINGHAM | @philnottingham
  56. 56. Quick route to social proof 33,000 views For £2150 (Avg. CPV = 7p)PHIL NOTTINGHAM | @philnottingham
  57. 57. Also put it everywherePHIL NOTTINGHAM | @philnottingham
  58. 58. Encode Settings for YouTubeSetting ValueCodec h.264Frame Size 1920x1080Bit Rate UnrestrictedAudio ACC/MP3 at 256kbpsPHIL NOTTINGHAM | @philnottingham
  59. 59. How and when do peoplelink to Video?Embed Content Link to Pages• Only when it’s directly valuable • When it’s a good resource to their audience • When it’s entertaining • When it’s informational.PHIL NOTTINGHAM | @philnottingham
  60. 60. Video as part of a page type114 linkingroot domainshttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/PHIL NOTTINGHAM | @philnottingham
  61. 61. New Integrations ofHTML5 and JQueryhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remixed_and_popped.htmlPHIL NOTTINGHAM | @philnottingham
  62. 62. Make sure links only go toyour site, not hosting platform Video on owner’s domain: • 9494 links from 248 Domains Video on Vimeo.com: • 4,879 links from 515 domainshttp://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-computer-virus/PHIL NOTTINGHAM | @philnottingham
  63. 63. Restrict visibility on hosting domain PHIL NOTTINGHAM | @philnottingham
  64. 64. Add custom embed code on page.http://dis.tl/video-embed-generatorPHIL NOTTINGHAM | @philnottingham
  65. 65. Exception to the rule –Custom YouTube Playlistshttp://www.distilled.net/training/facebook/PHIL NOTTINGHAM | @philnottingham
  66. 66. http://dis.tl/youtube-playlists-toolPHIL NOTTINGHAM | @philnottingham
  67. 67. FAQ
  68. 68. “I self-hosted and submitted avideo sitemap but my videosaren’t indexed yet. Whatshould I do?”PHIL NOTTINGHAM | @philnottingham
  69. 69. ““Phil, I think I’ve made a mistake.Ive done loads of videos on YouTube & peoplehave embedded them, but I have no links asthey all link back to YouTube….”PHIL NOTTINGHAM | @philnottingham
  70. 70. Pro Tip – Outreach to everyonewho embedded your YouTubeVersion and ask them for a linkPHIL NOTTINGHAM | @philnottingham
  71. 71. “I want rich snippets, links andmy video on YouTube. Can I doall the approaches?”PHIL NOTTINGHAM | @philnottingham
  72. 72. Yes…But you need contentsuitable for that AND you’lldilute all of the return.PHIL NOTTINGHAM | @philnottingham
  73. 73. Inappropriate content/ Outranked by YouTube for some keywords Some LinksInappropriate Point tocontent YouTube
  74. 74. If you want traffic &conversions to your site,Host the content securelyPHIL NOTTINGHAM | @philnottingham
  75. 75. If you want a video to beseen, Put it on YouTube (andVimeo etc).PHIL NOTTINGHAM | @philnottingham
  76. 76. If you want everything, createmore contentPHIL NOTTINGHAM | @philnottingham
  77. 77. No
  78. 78. Yes
  79. 79. Resources
  80. 80. Sourcing Performers• http://www.cssd.ac.uk• http://www.spotlight.com/• http://drama.ac.uk• http://www.castingcallpro.co.uk• http://filmjobspro.co.uk• http://voicebunny.com PHIL NOTTINGHAM | @philnottingham
  81. 81. Sourcing Production Talent• http://www.mandy.com• http://www.shootingpeople.org• http://searchlight.com• http://skillset.org• http://productionbase.co.uk• http://filmandtvpro.co.uk• http://www.fivver.com• http://www.mandy.com• http://filmjobspro.co.uk PHIL NOTTINGHAM | @philnottingham
  82. 82. Places to learn video production• http://www.creativecow.net• http://philipbloom.net/• http://www.lynda.com• http://ae.tutsplus.com• http://www.videocopilot.net• http://www.izzyvideo.com• http://finalcutking.comPHIL NOTTINGHAM | @philnottingham
  83. 83. More information on building a videostrategyhttp://www.distilled.net/training/video-marketing-guide/PHIL NOTTINGHAM | @philnottingham
  84. 84. Or just buy me a drink… Questions?! PHIL NOTTINGHAM SEO Consultant, Distilled Phil.nottingham@distilled.net @philnottingham

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