Video for SEO

Jennifer Jantzen – Director of Marketing, .advancedMethod

Ruth Burr – Client Manager, Point It Inc.

May 26, 2010

Presentation AgendaAbout Point It

• Launched in April 2002

• PPC & SEO

• $50 MM in managed media

• 12 team members, 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

About .advancedMethod

• Also Launched in 2002

• Has local and international client base

• Designs and deploys digital content, to screens great and small

• Green-screen video production studio

• Staff of interactive designers and video producers

• Servicing clients across all verticals and revenue models

Agenda

• Why video is important for SEO

• Tips for video content and creation

• How to incorporate video into your page

• On-Page SEO for video

• SEO for video on distribution channels

• Case studies and results

• Q&A

Basics of Blended Search

Classic Search Blended Search

Video in Blended Search

• 38% of searches result in at least one

video result (Jupiter Research, 2008)

• Since 2008 YouTube has been the 2nd

most popular search engine (ComScore, 2008-2010)

– #1 is Google (owner of YouTube)

• Zappos: Video increased SEO

conversions 6-30%

Why Video is Important for SEO

Quicktime (.MOV) & Windows (WMV)

Positives• Easy to use “plug and play" • Robust ideal for business users• Turn key encoding of video• Encoders pre-installed on Mac/PC

Negatives• Giant download for either player• Windows incompatible with some

mobile devices • Limited design /customization ability

Adobe Flash (.SWF/.FLV)

Positives• 98% of all computers have Flash• Designers choice, • Ideal compression for

streaming content• Relatively small download • Plays on Mac, PC and Linux

Negative• Ease of use

MPeg4 (MP4) / H.264

• The new era of online

• Files compatible with:

QuickTime Windows & Mobile

• HTML5 browser support:

Safari, Chrome vs Firefox & IE

• Supports HD, small file sizesMPEG4/ H.264

HTML 5

Flash, QuickTime, Windows

Mobile

Tips for Content and Creation

#1 Use concise, dedicated content with a call to action.

No re-purposing of TV spots.

1-2-minutes is a good duration following intro/teaser/call to action format.

Close with a clickable action such: register, download, sign-up, or buy!

Tips for Content and Creation

#2 Keep it personal,engaging & relevant.

Use video talent that matches your demographic, has good product knowledge, and can speak enthusiastically about your service or product.

Consider celebrity talent!

Leverage the interactive nature of the Internet and give them a couple call to action choices (e.g. fill out form for a trial vs. download pdf).

Interactive

Video

Landing pages

Tips for Content and Creation

#3 Deploy it where you can measure it.

Designing SEO optimized landing page with video is a great start.

You can tie this landing page into email campaigns, PPC, link to is in social media/blogs and create a mobile version if relevant to the campaign.

After you’ve done your first campaign, measure and optimize to get the best results!

From

HTML

email

To

Landing-page

w. video

Incorporate Video Into Your Site

• Make every video page a landing page

– One video per URL

• Place all video files in one directory

– Ex: www.yoursite.com/videos

• Use an embedded player

• Consider external hosting

Good SEO is Good Video SEO

On Page SEO for Video

• Keyword research

– www.wordtracker.com

– www.keyworddiscovery.com

– www.google.com/insights/search

• Add text to the page

– Transcripts

– Descriptive content

– Closed captioning

On Page SEO for Video

Link Building for Video

• Make it easy to share

and comment

• Link from your site

content

• Cross-link to other

videos

• Link from social

media and video

sharing sites

Help Search Engines Find You

• XML sitemaps and RSS feeds

• Free XML sitemap tools:

–www.xml-sitemaps.com

–Xenu’s Link Sleuth

http://home.snafu.de/tilman/xenulink.html

• Links, comments and sharing

SEO for Distribution Channels

Video Distribution Channels

YouTube The largest video distribution site on the Internet.

Google Possibility for users to download videos in various formats,

including download and share them on their iPod.

Yahoo Video The search feature brings up results from Yahoo Video and other

video distribution sites.

AOL Uncut Video Lots of traffic. User profile integration with AIM.

Ifilm Enter many contests and other promotions (site is part of MTV).

Daily Motion Has more channels than other providers and no length limit on

clips.

VidiLife No video length limits or size restrictions. Many community features

like messaging, friends and blogs.

Grouper Free video editing software.

Veoh Tool to easily upload a video, supports high-definition videos.

Revver Puts ads at the end of each clip. Every time someone clicks on

them after the video of you paid for it.

Q&A