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Innotech Austin Session Description: With the advent of new technologies, we’re often forced to adapt in order to survive. In 1979, The Buggles released “Video Killed the Radio Star,” which was the first video shown on MTV. While the song lamented days gone by of video-free music, there are those who would argue that video actually helped music and musicians become more successful. Now, we’re once again on the heels of another video revolution, one where marketers are trying to figure out how to embrace and utilize video in order to help their marketing efforts. Research shows that video helps increase conversion by an average of 50% (more or less depending upon industry and use), and yet most marketers aren’t using it to their advantage. So how can we keep video from killing the marketing star? Join us to find out.
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Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
2012 Video SEO, and OtherOnline Promotional
Strategies for
and Beyond William Leake
It’s My Fault (aka CEO)Apogee Results
Leake@ApogeeResults.com@Marketing_Bill
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
What we will cover1. How are online videos found?2. Importance of YouTube3. Posted (e.g. YouTube) vs Hosted (e.g. your Website)4. YouTube Optimization
- Submission- Rankings Factors- Video SiteMap- YouTube Retargeting- New Ability: Editing an Existing Video
5. Optimizing Videos on your Website
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
How is Video Found?
44% - discover randomly43% - via sharing43% - via video websites39% - via search engines27% - via marketing email4% - via RSS & MRSS feeds
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Universal Search: Dominated by Video
38% of users who searched Google were served video in Universal search engine results pages
Source – “Google Universal Search Results Searcher Penetration by Result Type” – ComScore – Jan 2008
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
And yet …
Source: TechCrunch
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
BECAUSE …
Time & Dollars, Time & Dollars,
Create Video Promote Video
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Partial Video Search Engines List
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
It’s a YouTube/Google World
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
It’s a YouTube / Google World, but
Source: TechCrunch
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
It’s a Google / YouTube World, but …
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Video Search Engines
Generation 1.0Depend primarily on metadata and on-page textMost are working on evolving
Generation 2.0Use metadata, on-page text, UGC and advanced recognition technologies
(speech, visual, facial, OCR, etc..)
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Basic Options
• Posted: video content uploaded to video sharing sites, social media, etc…
and/or
• Hosted: video content that is on YOUR website
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Benefits of Posted Video SEO EXISTING TRAFFIC – Existing video websites have a critical mass of
traffic and users, easier to go viral
Better ability to rank on universal search (google) and other search engines
Potential to dominate the traditional SERPs with “carpet bombing,” by submitting to multiple video sites (due to weak duplicate content filtering at present)
Don’t need your own website
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Benefits of Hosted Video SEO
Control – over related on-page text, encoded metadata, user-experience, etc...
Control over monetization/advertising
Generate traffic to your website
While you can currently dominate the SERPs with “carpet bombing,” posted strategies, this may go away with duplicate content filtering in the future
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Second largest search engine
Third most visited website (800 million uniques, only 50 million less than FB)
60 hours of video uploaded EVERY minute (was 48 hours in 2011 and 20 hours in 2009)
Over 4 BILLION Videos viewed a day(was 3 billion in 2011)
http://www.youtube.com/t/press_statistics
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
- Title, description, keyword tags - Links- Annotations - Comments- Thumbs Up / Down - Flagging- Video Responses - Channel Views- # of Embeds - Share- Playlists - Subscribers- Ranking - Video Age- Honors - View Count
TOP RANKING FACTORS:
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Website Video SEO Tips, page 3 of 5
On-Page Elements
Follow general SEO principles for optimizing title, meta, H1, etc. tags and URLS…
Definitely include contextually related links to articles and other videos
Consider publishing captions and/or abstracts as additional relevant on-page content.
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Beyond
YouTube only allows you to search YouTube
YouTube may be king, but it doesn’t have ALL the interesting content
Copyright issues re: content still a real problem
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Website Video SEO Tips, page 1 of 5
Metadata (in-file)
Indexing in-file metadata is still a weak point of search engines, but this is improving
Encode your video files with solid, meaty metadata that includes your metadata title, date, author, description and keywords.
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Website Video SEO Tips, page 2 of 5
The Video Files Themselves …
Offer multiple formats (e.g. mov, mpeg, mp4, flv)
Include keywords in the filenameInclude the *video* in the filename too
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Website Video SEO Tips, page 3 of 5
On-Page Elements
Follow general SEO principles for optimizing title, meta, H1, etc. tags and URLS…
Definitely include contextually related links to articles and other videos
Consider publishing captions and/or abstracts as additional relevant on-page content.
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Website Video SEO Tips, page 4 of 5
Site StructureUse Unique URLS One video per URLUse embedded players – never pop-upsCreate nav links to the video contentPlace the videos in a central root folder/directory
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Website Video SEO Tips, page 5 of 5
Remember it’s about SharingEnable comments Include social bookmarking toolsAllow visitors to subscribe to your videos Let viewers grab your embed code - easily (with a link)Remember internal linking (consider site-wide link(s) in
your page footer)
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
How do Videos GetInto Search Engines?
Search engines currently try hard (and often fail) to crawl the web and index video content. BUT, in marked contrast to traditional SEO, don’t wait for them to find you. Submit your video content.
Media RSS (MRSS) Feed Syndication
Most video search engines accept RSS / MRSS feeds (+ iTunes)
MRSS is an RSS feed with media enclosuresTIP - If you have a problem, contact the video search engines, they are helpful and want your content
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Missed Opportunity?
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
SEO-Optimized Video
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Tweets & Articles
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Integrated Contest, continued …
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Integrated Contest, continued …
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Why we *might* know something (aka Shameless Plug Slide)
Apogee Results, based in Austin is the coolest “pure-play” online marketing firm in Texas, and one of the largest independents left• 100’s of clients, including Whole Foods, National Public Radio,
Golfsmith, Lance Armstrong / Livestrong, Olive Garden, IBM, PerkinElmer, SAP, Hewlett Packard, Shell, Merrill Lynch + more high growth VC-backed and Inc.5000 clients than any other firm
• Paid, Earned and Owned Online Media, Website Effectiveness & Conversion
Our management team built *the first* company to ever sell a million dollars of product on the internet
Our management team has been doing search engine optimization since 1995, paid search since early 1998 (within 2 days of GoTo’s launch) and social since 2003
Founder’s background includes McKinsey & Co., Dell, and executive roles at successful, private-equity-backed firms
All programs are results-focused and metrics-based
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com
Additional Resources (and Q&A)
Apogee Results Blog: www.ApogeeResults.com/Blog/Apogee Glossary: www.ApogeeResults.com/Resources/Glossary/WebMaster World: www.webmasterworld.comDigitalPoint Forums: forums.digitalpoint.comSearch Engine Land: searchengineland.comSphinn: sphinn.comMarketingSherpa: marketingsherpa.comClickZ: clickz.com
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