video marketing 101
DESCRIPTION
video marketing 101TRANSCRIPT
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12 Steps to Hardcore Video SEO
Facebook.com/videoguildTwitter.com/videoguild
Videomarketingguild.com
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Why use online video?
• http://www.onehourpersecond.com/
• http://www.youtube.com/t/press_statistics
• http://www.youtube.com/charts
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Why use online video?
• 4 billion views a day as of Jan. 2012
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Why use online video?
• 60 hours of video uploaded to YouTube every minute
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We need to talk!
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What’s the real purpose of video SEO?
We need to talk!
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Video SEO helps your video
show up on search engines
We need to talk!
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Many videos are not created
worthy of this honor
We need to talk!
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If someone searches for a term and finds
your video it must be
We need to talk!
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relative
We need to talk!
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We need to talk!
If your video is not useful or entertaining than it’s just
noise
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We need to talk!
• Video SEO only works if you have good video
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We need to talk!
• The video should be designed to be shared, get backlinks and should be good enough for people to want to watch it.
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We need to talk!
• If your video is not good, trust me, you don’t want it to be seen!
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Caution
• A lot of great videos go to YouTube to die. Many videos deserve to die!
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Caution
• If I found your video searching, don't show me something unrelated.
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Caution
• You might think that people want to hear about you, your business or your ideas
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Caution
• Unless your are famous, attractive, funny, entertaining or have a great story to tell, no one cares
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Caution
• Traditional video production does not work well on YouTube.
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Caution
• Long intros, extended b-roll and fluff needs to be removed or your visitors will not stick around. Get to the point and tell your story.
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1. Design Purpose
• Understand what you want your video to achieve before you shoot.
• What actions do you want the user to take?
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2. Search-Designed Video
• Not all video needs to show up in search!
• If your CEO rants for 8 mins about a topic no one cares about, odds are your going to get like 100 views.
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Producing videos that get views
• In the following example, we show up #1, #2 and #5 for the term “Asset Tracking” in YouTube
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Producing videos that get views
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Producing videos that get views
• All of the stories that are showing up are about asset tracking, not just sales pitches
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Promote Social Behavior
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3. Promote Social Behavior
• Social seems to be more important for video than any other ranking factor. If people are taking and sharing your video, you will show up higher.
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We need to talk!
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4. Video SEO 101
• Don’t get caught up in very technical video SEO jargon. Gaming the system only gets you so far
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Video SEO 101 – Ranking Factors
• Views, comments, playlists, likes, and shares have a direct impact on video SEO.
• Unless people are being social with your video, you don’t have much of a chance to rank well.
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Video SEO 101 – Ranking Factors
• My personal goal is to get 1,000 views and 100 social interactions in the first week of a videos life. For most terms, this blasts the rankings near the top of YouTube search.
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Video SEO 101 – Ranking Factors
• Unless people keep coming to your video and talking about it, your video will have a very short life cycle in search
• Relevance is how all search engines survive. If you make this your goal, you will be much better off
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Video SEO 101 – Basics - Title
• The best way to create a title is to know what you want to rank for. You don’t have to get too fancy. Just make sure people are really searching for this term.
https://ads.youtube.com/keyword_tool
https://adwords.google.com/select/KeywordToolExternal
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Video SEO 101 – Basics - Description
• Put a link on the first line as a call-to-action• Use your title keywords in the description • Tell people what to do next
Good example:http://www.youtube.com/watch?v=Nc9IecsHX9Q
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Video SEO 101 – Basics – Category & Tags
• YouTube is a database, the better you tag and describe your video, the more likely the right people will find it.
• If the wrong people find your video, it will most likely hurt your potential views
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5. Video Advertising
• Kick start your videos with Promoted Videos
• http://www.youtube.com/t/advertising_promoted_videos
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6. Backlinks
• Try to get as many people as you can to embed your video.
• Link your webpage that has the YouTube embedded video to 10+ other video sharing sites and Social sites
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7. Video Sitemaps
• Add a video sitemap
• Include: thumbnail, duration, title, keyword rich descriptions, landing page URL
• http://www.google.com/webmasters/videositemaps/
• http://yoast.com/video-seo/
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8. Annotations
• If you tell people what to do, many times they will do it. Annotations are a great way to get people to watch more videos and subscribe to your channel
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We need to talk!
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9. Captions
• Always use captions for video SEO. Transcribing your videos can then allow you to put that text on your site.
• http://speakertext.com/
• Look at the example of the transcribed text boxhttp://speakertext.com/captionbox
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10. Playlists
• Playlists are one of the most powerful things you can do for a new video.
• In the next slide notice the 5 thumbnail. It’s just a playlist showing up in YouTube Search.
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Producing videos that get views
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11. Video Syndication
• Put your video everywhere!!!iTunes, Roku, RSS Feeds, video sharing sites
• http://feedburner.google.com
• http://www.youtube.com/watch?v=_wzdas0eDjA
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12. Video Analytics
• Understand the dynamics of what’s going on under the hood of your account.
• Look at the Audience Retention to see when people are engaging and when people are leaving. Change your production style based on this information
• https://www.youtube.com/analytics
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Jeremy Vest
Facebook.com/videoguildTwitter.com/videoguild
Videomarketingguild.com