b2b video seo
TRANSCRIPT
B2B Video SEO
PHIL NOTTINGHAM
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
