The Key to Success. Phil Nottingham Distilled SEO Consultant. London February

Transcription

1 The Key to Success with B2B Video Phil Nottingham Distilled SEO Consultant London February

2 B2B?

3 B2CC (business to commercial consumer)

4 The key to success?

5 Implementing a goal driven strategy.

6 Common Method Form Driven We need to do video What can we do a video about? Make video Optimise Video

7 Strategic Approach Goal Driven We need to improve X What s the best way to do that? Video? Define technical and creative strategy

8 In SEO, there s 4 possible goals where video might be the answer

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10 What is a video rich snippet?

11 Why would you want one? Kurtz and Blum Created 53 Videos for commercial landing page ($4K)

12 51/53 Ranking with video rich snippets

13 Organic traffic up by 14% month on month

14 How do I get video rich snippets?

15 Host on your own server or with one of these providers

16 Create and submit a Video Sitemap video sitemapsfor each video hosting platform/

17 Just use this one.

18 What kind of content should you have to get rich snippets?

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20 Conversion Case Study

21 A user who watches an Appliances Online video is Twice as likely to convert Spends 9.1% more money

22 Fantastic B2B Example

23 Include transcriptions on the page

24 Don t put conversion video on YouTube

25 Appliances Online Indesit washing machine

26 Nuxeo have fantastic content to increase engagement

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28 Don t YouTube videos drive visits?

29 Anonymised B2B example for month of Dec 2012 Total Video Views = 415,000

30 Total Referrals from YouTube = 19

31 CTR = 0.005%

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33 London February 2013 #SESLON YouTube is like Inbound TV

34 World s second biggest search engine?

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38 Is YouTube really a space for effective B2B Marketing?

39 Sometimes

40 Thought Leadership

41 Small Budget Example Sophos London February 2013 #SESLON

42 Purely Informational Content

43 Small Budget Example Part Select London February 2013 #SESLON

44 Ads

45 Massive Budget Example Cisco London February 2013 #SESLON

46 A creative story attached to your brand

47 Medium ish Budget Example Air New Zealand

48 No Budget? Hangout on Air

49 Integrated with Google+, YouTube & Twitter

50 How can I work out what the YouTube audience are searching for?

51 Keyword tool for idea generation London February 2013 #SESLON

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53 How and when do people link to video? Embed Content Only when it s directly valuable to their audience Link to Pages When it s a good resource When it s entertaining When it s informational

54 Video as part of a page type 145 Linking Root Domains (Open Site Explorer) for small businesses/

55 Video Linkbait Video on owner s domain: 9494 links from 248 Domains anatomy computer virus/

56 Video on Vimeo.com.. 4,879 links from 515 domains

57 Make sure links only go to your site, not hosting platform

58 Restrict visibility on hosting domain

59 Add custom embed code on page embed generator

60 Content already on YouTube? Outreach to everyone who embedded your YouTube Version and ask them for a link

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63 Exception to the rule custom YouTube Playlists

64 playlists tool

65 Measuring Success

66 Views don t necessarily equal success For B2B, your audience should be necessarily limited

67 Metrics you should care about Organic Traffic to landing page % increase from keywords delivering rich snippets

68 Metrics you should care about Conversion rate of pages with video on

69 Metrics you should care about Branded search traffic Engagement with content via YouTube analytics Enquiries

70 Metrics you should care about Links to pages with video on Embeds Social shares of link bait pages

71 Can I have it all?

72 Inappropriate content and outranked by YouTube for some keywords Traffic and Conversions London February 2013 #SESLON Inappropriate content Brand Awareness Links and Social Shares Some links point to YouTube

73 Hit every goal but with different pieces of content

74 SEO is a B2B industry Informational, bloggy content on YouTube

75 Paid Ads seeded through YouTube and GDN

76 Conversion focused content hosted on the site With rich snippets in the search results

77 More information on building a video strategy

78 Thanks for listening! Phil Nottingham Distilled SEO Consultant London February