b2b video seo

B2B Video SEO

PHIL NOTTINGHAM

PHIL NOTTINGHAM

SEO Consultant

phil.nottingham@distilled.net

@philnottingham

B2B?

@philnottinghamPhil Nottingham

B2CC(business to commercial consumer)

@philnottinghamPhil Nottingham

The single, defining, ultimate difference between success

and failure in video marketing……

@philnottinghamPhil Nottingham

*drumroll…*

@philnottinghamPhil Nottingham

Implementing a goal driven strategy

@philnottinghamPhil Nottingham

Common Method – Form Driven

Optimise Video

Make video

What can we do a video about?

We need to do video

@philnottinghamPhil Nottingham

Strategic Approach – Goal Driven

Define technical and creative strategy

Video?

What’s the best way to do that?

We need to improve “X”

@philnottinghamPhil Nottingham

In SEO, there’s 4 possible goals where video might be the answer

@philnottinghamPhil Nottingham

What is a video rich snippet?

@philnottinghamhttp://www.kurtzandblum.com

Why would you want one?

@philnottinghamPhil Nottingham

Kurtz and Blum created 53 Videos for commercial landing page ($4K)

Why would you want one?

@philnottinghamPhil Nottingham

They got 51/53 ranking with video rich snippets

Why would you want one?

@philnottinghamPhil Nottingham

Organic traffic up by 14% month on month

How do I get video rich snippets?

@philnottinghamPhil Nottingham

Host on your own server orwith one of these providers

@philnottinghamPhil Nottingham

Create and submit an XML Video Sitemap

@philnottinghamhttp://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/

Or just use this one…

@philnottinghamhttp://www.wistia.com

What kind of content should you have to get

rich snippets?”

@philnottinghamPhil Nottingham

Conversion Case Study

@philnottinghamhttp://www.appliancesonline.co.uk

A user who watches an appliances online video is…

@philnottinghamPhil Nottingham

• Twice as likely to convert• Spends 9.1% more money

Fantastic B2B Example

@philnottinghamPhil Nottingham

Include transcriptions on the page

@philnottinghamPhil Nottingham

Don’t put “conversion” video on YouTube

@philnottinghamPhil Nottingham

“Appliances Online Indesit washing machine”Image/Graph etc.

@philnottinghamPhil Nottingham

Don’t YouTube videos drive visits?

@philnottinghamPhil Nottingham

Anonymous B2B example

@philnottinghamPhil Nottingham

Total video views for December 2012 = 415,000

Anonymous B2B example

@philnottinghamPhil Nottingham

Total referrals from YouTube = 19

Anonymous B2B example

@philnottinghamPhil Nottingham

CTR = 0.005%

YouTube is like Inbound TVImage/Graph etc.

@philnottinghamPhil Nottingham

YouTube is the world’s second biggest search

engine?

@philnottinghamPhil Nottingham

Is YouTube really a space for effective B2B

Marketing?

@philnottinghamPhil Nottingham

Sometimes…

@philnottinghamPhil Nottingham

Thought Leadership

@philnottinghamPhil Nottingham

Small Budget Example - Sophos

Image/Graph etc.

@philnottinghamhttp://www.youtube.com/user/SophosLabs

Purely Informational Content

@philnottinghamPhil Nottingham

Small Budget Example – Part Select

Image/Graph etc.

@philnottinghamhttp://www.youtube.com/user/partselect

Ads

@philnottinghamPhil Nottingham

Massive Budget Example - Cisco

Image/Graph etc.

@philnottinghamhttp://www.youtube.com/cisco

A creative story – attached to your brand

@philnottinghamPhil Nottingham

Medium-ish Budget Example - Air New ZealandImage/Graph etc.

@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc

No budget? Hangout on air

Image/Graph etc.

@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html

Integrated with Google+, Twitter and YouTubeImage/Graph etc.

@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html

How can I work outwhat the YouTube

audience are searching for?

@philnottinghamPhil Nottingham

YouTube Keyword Tool

Image/Graph etc.

@philnottinghamhttps://ads.youtube.com/keyword_tool

How and when dopeople link to video?

Embed Content Link to Pages

• Only when it’s directly valuable to their audience

• When it’s a good resource• When it’s entertaining• When it’s informational

@philnottinghamPhil Nottingham

Video as part of a page type

@philnottinghamhttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/

145 Linking Root Domains

Video link bait

@philnottinghamhttp://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-computer-virus/

Video on owner’s domain:

9494 links from 248 Domains

Video link bait

@philnottinghamhttp://www.abc.net.au/tv/hungrybeast/stories/stuxnet-anatomy-computer-virus/

But……video on vimeo.com

4879 links from 515 domains

Make sure links only go to your site, not hosting

platform

@philnottinghamPhil Nottingham

Restrict visibility on hosting domain

@philnottinghamPhil Nottingham

Add custom embed code on page

@philnottinghamhttp://dis.tl/video-embed-generator

Content already on YouTube? – Outreach to everyone who embedded your YouTube

Version and ask them for a link

@philnottinghamPhil Nottingham

@philnottinghamPhil Nottingham

@philnottinghamPhil Nottingham

Exception to the rule – custom YouTube Playlists

@philnottinghamPhil Nottingham

Custom YouTube playlist tool

@philnottinghamhttp://dis.tl/youtube-playlists-tool

Measuring Success

Views don’t necessarily equal success

@philnottinghamPhil Nottingham

For B2B, your audience should be necessarily limited

Metrics you should care about

@philnottinghamPhil Nottingham

• Organic Traffic to landing page• % Increase from keywords delivering rich snippets.

Metrics you should care about

@philnottinghamPhil Nottingham

• Conversion rate of pages with video on

Metrics you should care about

@philnottinghamPhil Nottingham

• Branded search traffic• Enquiries

• Engagement with YouTube analytics

Metrics you should care about

@philnottinghamPhil Nottingham

• Links to pages with video on• Social shares of pages with video on

• Video embeds

Can I have it all?

@philnottinghamPhil Nottingham

Some links point to YouTube

Inappropriate content

Inappropriate content and outranked by YouTube for some keywords Traffic and

Conversions

Links and Social Shares

Brand Awareness

“Can I have it all?”

Some Links Point to YouTube

Inappropriate content

Inappropriate content/Outranked by YouTube for some keywords

Hit every goal – but with different pieces of content

@philnottinghamPhil Nottingham

Your strategy comes before you create your videos, not

after

@philnottinghamPhil Nottingham

SEO is a B2B industry…

@philnottinghamPhil Nottingham

Informational, “bloggy” content on YouTube

Image/Graph etc.

@philnottinghamPhil Nottingham

Paid Ads seeded through YouTube and GDNImage/Graph etc.

@philnottinghamPhil Nottingham

Conversion focused content hosted on site

@philnottinghamPhil Nottingham

With rich snippets in the search results

http://www.distilled.net/training

Thanks.Any questions?

PHIL NOTTINGHAM

phil.nottingham@distilled.net

@philnottingham