simple strategies for sophisticated video seo
DESCRIPTION
3Play Media, SafeNet, and Vidcaster joined forces for a webinar on simple strategies for video SEO. Vidcaster is integrated with 3Play Media to provide premium transcription and captioning services; SafeNet uses Vidcaster for their video platform and 3Play Media for video transcription to increase SEO. SafeNet has put a concerted effort into their video SEO strategy. Jen presented webinar viewers with SafeNet’s top strategies for their video site: - SafeNet houses their video site on a subdomain of their corporate domain. - They use SEO-friendly categories and video URLs. - They make sure their video content is optimized and search friendly, as well. - SafeNet uses transcription to maximize keyword usage and searchability. - They find it imperative to create a video sitemap, which helps Google index their content. - They focus on inbound linking, strategically placing video on both internal and external sites. Jen further discussed SafeNet’s best practices for video SEO, noting some important tactics that webinar viewers could implement. She suggested enabling embeds of your video on others’ websites, annotating your videos with duration and a short description, incorporating your videos into press releases, and considering outbound linking. SafeNet conducted a short study recently to determine the impact of video transcription on search rank. They discovered that in merely three weeks, transcription could bring an unranked video to the first page of a search engine.TRANSCRIPT
Simple Strategies for Sophisticated Video SEO
#videoseo
Jennifer LewisSr. Interactive Marketing Manager SafeNet @JenAtSafeNet
Tole KhesinVP Marketing3Play Media@3playmedia
Matt ChildsVideo Strategy Vidcaster@mattychilds
Moderated by Evy WilkinsHead of Marketing, Vidcaster @mainwilk
Today’s Speakers
#videoseo
Introductions
Agenda: 30 Minutes to Actionable Tips
SafeNet’s Video Globalization Journey:How Video SEO Plays Into Our Global
Inbound Marketing Mix
Q & A
#videoseoSpeakers: @JenAtSafeNet, @3PlayMedia, @MattyChilds
What’s the most challenging part about video SEO for you?
#videoseo
Poll #1
• Video Experience Platform • Connecting Video to Your ROI Metrics • Manage, Enrich, Distribute & Analyze • Common Use Cases
• Marketing • Training • Paywall
What is Vidcaster?
• Automated Video Site Maps for Proper Search Engine Indexing • Custom Site Maps for Advanced SEO • Easy Access to Video Metadata for Optimization • Integration with 3Play Media for High Quality Transcriptions
Focused on Video SEO
#videoseo
About 3Play Media
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‣ Video captioning + transcription + subtitling ‣ MIT spinout in 2007 ‣ Based in Cambridge, MA ‣ 800+ customers in enterprise, higher ed, entertainment
Vidcaster + 3Play Media Integration
2
Transcript + Captions (Subtitles)
3
Why Transcribe?
‣ SEO: more inbound traffic
4
Transcript 1 min = 150 words
Why Transcribe?
‣ SEO: more inbound traffic
‣ Accessibility for deaf and hard of hearing
‣ Better comprehension
‣ Flexibility to view in noise-sensitive environments
5
80% Caption users
who don’t have a hearing disability
Transcript 1 min = 150 words
Why Transcribe?
‣ SEO: more inbound traffic
‣ Accessibility for deaf and hard of hearing
‣ Better comprehension
‣ Flexibility to view in noise-sensitive environments
‣ Search + navigation = Better user experience
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80% Caption users
who don’t have a hearing disability
Transcript 1 min = 150 words
97% Users who said
interactive transcripts enhanced experience
Why Transcribe?
‣ SEO: more inbound traffic
‣ Accessibility for deaf and hard of hearing
‣ Better comprehension
‣ Flexibility to view in noise-sensitive environments
‣ Search + navigation = Better user experience
‣ May be required by law
‣ Content marketing
‣ Used as source for translation
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80% Caption users
who don’t have a hearing disability
Transcript 1 min = 150 words
97% Users who said
interactive transcripts enhanced experience
How many videos do you manage today?
#videoseo
Poll #2
© SafeNet Confidential and Proprietary
SafeNet’s Video Globalization Journey: How Video SEO Plays Into Our Global Inbound Marketing Mix
Jennifer Lewis
Sr. Interactive Marketing Manager, SafeNet
April 22, 2014
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© SafeNet Confidential and Proprietary
What We Do SafeNet is trusted to protect, control access to, and manage the worlds most sensitive data and high value applications
We control access to the most sensitive corporate information– more than 35 million identities protected via tokens, smartcards, and mobile devices managed on-premise and in the cloud.
We protect the most money that moves–over 80% of the world’s intra-bank fund transfers and nearly $1 trillion per day.
We monetize the most high-value software–more than 100 million license keys protect and manage on-premise, embedded, and cloud applications globally.
We are the de facto root of trust–deploying more than 86,000 key managers and protecting up to 750,000,000 encryption keys.
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© SafeNet Confidential and Proprietary
Who We Serve The world’s most trusted brands trust SafeNet to secure their sensitive information and monetize their software assets.
REVENUE
~500m
GLOBAL FOOTPRINT
+25,000 Customers in 100 countries
EMPLOYEES
+1,500 In 25 countries
UK Government
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© SafeNet Confidential and Proprietary
What Were Our Video Challenges?
! Here, There and Everywhere!
! Control Costs.
! Going Global.
! Space Limitations.
! Lead Generation.
! Score!
5
© SafeNet Confidential and Proprietary
The Project Takes Shape: Key Requirements 1. Must support global languages and allow us to filter by
language
2. Must reflect the terminology and organization structure we wanted (Tech support videos, webcasts, presentations, etc.)
3. Must integrate with our marketing automation platform (Silverpop)
4. Must be easily optimized for search engines
5. Allows us to consolidate all of our videos into a single hosted location
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© SafeNet Confidential and Proprietary
The Sentinel Video Site
Language selector
1
1
2 Search functionality
2 3 SEO-Friendly Tags 3
http://sentinelvideos.safenet-inc.com
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© SafeNet Confidential and Proprietary
OK, now we have a great video site. What do we do with it?
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© SafeNet Confidential and Proprietary
Top SEO Strategies for Our Video Site
1. Using SEO-friendly categories and video URLs
2. Subdomain of our corporate domain
3. Ensure our content is optimized and search friendly as well
4. Implement transcriptions to maximize keyword usage
5. Video site map – helps Google know what we have
6. Strategic video placement on both internal and external sites to build inbound linking value
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© SafeNet Confidential and Proprietary
Some Additional Video SEO Best Practices
! Enabling embeds of your videos on others websites.
! Annotating videos with content details about the video, including duration of the video and what its about.
! Incorporating videos into press releases.
! Remember outbound linking too.
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© SafeNet Confidential and Proprietary
Getting Found on Google Services-based product offering
#4
#2
The license packaging lifecycle
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© SafeNet Confidential and Proprietary
A Test of the Impact of Transcription on SEO
Week$of$4/1$KW$+$software$licensing$in$virtual$environments$$URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+licensing+in+virtual+environments/$$Rank$+$Bing$–$n/a$Yahoo$–n/a$
$Week$of$4/14$KW$+$software$licensing$in$virtual$environments$$URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+licensing+in+virtual+environments/$$Rank$+$Bing$+$#14$Yahoo$+$#14$$Week$of$4/22$KW$+$software$licensing$in$virtual$environments$$URL$+$http://sentinelvideos.safenet+inc.com/Fekfd/virtualization+and+effective+software+licensing+in+virtual+environments/$$Rank$+$Bing$+$#11$Yahoo$+$#9$
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© SafeNet Confidential and Proprietary
Success!
29 form protected
videos
Over 7,700 video plays
Over 480 leads
generated
Conversion rate of 9%
Q&A
#videoseo
Ask us anything… about video SEO :)
Jennifer LewisSr. Interactive Marketing Manager SafeNet @JenAtSafeNet
Tole KhesinVP Marketing3Play Media@3playmedia
Matt ChildsVideo Strategy Vidcaster@mattychilds
Key Takeaways
Use a central library or section for your videos
Keep metadata clean, useful & keyword rich
Ensure videos are playing back on your domain
Use transcripts to augment your content strategy
Use YouTube to attract new traffic & your own domain to inform & convert.
#videoseo
Jennifer LewisSafeNet [email protected]
Tole Khesin3Play [email protected]
Matt ChildsVidcaster [email protected]
Connect with Us
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