phil nottingham - video for seo, cro, social and beyond!

@ P H I L N OT T I N G H A M

Technology has made commercial relationships

less human

How have we tried to fix this?

Demonstrate Legitimacy

Demonstrate Credibility

Demonstrate Professionalism

All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

Enter Video

@thecrafty

Video Allows you to… Build Trust

Create a human connection

Tell a story

At Every Stage in the funnel

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”

wistia.com/library/diy-office-video-studio

Today’s Agenda…

On-Site

My mission…

To give you something today that you can immediately put into action on Monday to improve

your video marketing

LOT S O F I N C R E D U LO U S P E O P L E AT M A R K E T I N G CO N F E R E N C E S

“The world’s second biggest search engine

after Google!”

Facebook

Google

Bing

YouTube

It’s designed for finding things, but also for conversation and collaboration

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

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

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? ”

Keyword Research for YouTube!

……is not really a thing

Find out what’s worked before

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?”

Video = Aural + Visual

YouTube = Aural + Visual

Test before you invest

Lean testing for YouTube

1. Upload some generic video content on a dummy account

2. Change title, description and thumbnail to match proposed creative

Lean testing for YouTube

1. Upload some generic video content on a dummy account

2. Change title, description and thumbnail to match proposed creative

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

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

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

P H I L N OT T I N G H A M

“Of the 17 articles you've read about

YouTube Optimisation, you won’t believe the one thing they’ve all got wrong….”

Clicks > Keywords

Best Practice for YouTube titles

✦ “Clicky” title

✦ < 55 characters

✦ Explicit value proposition

✦ Thumbnail is congruent with title

YouTube Suggested Video Traffic

Operation “Buzzfeed”

Custom thumbnail = 35% increase in play rate

Think of thumbnails like movie posters

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

A Typical Brand YouTube Channel

YouTube Channel Framework

✦ Hygiene

✦ Hub

✦ Hero

YouTube Channel Framework

✦ Hygiene - Traffic from Search

✦ Hub - Traffic from Browsing

✦ Hero - Traffic from Social shares

Use Annotations to drive next actions

Typical CTR …..

1.3%

If you include the word “click”

2.6% (+202%!)

Use cards to encourage users to watch other videos

Use playlists to rank for topical queries

Facebook video is Mobile video

YouTube = Aural + Visual

Facebook = Aural + Visual

PAY TO P L AY = PAY TO G E T O N T H E WA I T I N G L I S T

Content is a starting point for conversation

Why will people care? How will people engage?

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

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

Best Practice for Facebook titles

✦ Provide counterpoint or context

✦ Indicate reward for viewing with sound

✦ Can be nuanced and suggestive

✦ CTA included in text

On-Site VideoV I D E O O N Y O U R W E B S I T E

“This is who we are”

CULTURE VIDEOS

“This is who we are”

PRODUCT VIDEOS

“This is what we sell”

CULTURE VIDEOS

A B O U T PA G E

“This is who we are”

LEARNING VIDEOS

“This is what we know”

PRODUCT VIDEOS

“This is what we sell”

CULTURE VIDEOS

Don’t use these platforms for your on-site video…

A paid platform will give you much better data

Video SEO still matters…

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…

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

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

Customise your video player

Branded player colour = 19% increase in play rate

Use Turnstiles & CTAs to drive next actions

0

10

20

30

40

50

Start

 0 - 10%

10 - 2

0% 

20 - 3

0% 

30 - 4

0% 

40 - 5

0% 

50 - 6

0% 

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0% 

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0% 

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0% 

90 -100%  En

d

2.3x

4.5x

Turnstile Conversion Rate by Location

Average CTR - 12.1%

Average CTR - 13.6% (+18%)

Just one more thing…

300% increase in clicks vs regular image

Ok, maybe one final thing…

Crawled 100K Keywords

Crawled 375K Landing Pages

0.25% of pages had a video on them

Let’s change that number

B U T F I R S T …

E V E R Y O N E T O T H E B A R !