phil nottingham - video for seo, cro, social and beyond!
TRANSCRIPT
@ P H I L N OT T I N G H A M
Technology has made commercial relationships
less human
How have we tried to fix this?
Demonstrate Legitimacy
Demonstrate Credibility
Demonstrate Professionalism
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Enter Video
@thecrafty
Video Allows you to… Build Trust
Create a human connection
Tell a story
At Every Stage in the funnel
S O M E O N E I N T H E A U D I E N C E
“But Phil, We don’t know how to do video”
wistia.com/library/diy-office-video-studio
Today’s Agenda…
On-Site
My mission…
To give you something today that you can immediately put into action on Monday to improve
your video marketing
LOT S O F I N C R E D U LO U S P E O P L E AT M A R K E T I N G CO N F E R E N C E S
“The world’s second biggest search engine
after Google!”
Bing
YouTube
It’s designed for finding things, but also for conversation and collaboration
How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
S O M E O N E I N T H E A U D I E N C E
“How can I work out what my audience are
looking for? ”
Keyword Research for YouTube!
……is not really a thing
Find out what’s worked before
S O M E O N E I N T H E A U D I E N C E
“What’s the most popular type of content
on YouTube?”
Video = Aural + Visual
YouTube = Aural + Visual
Test before you invest
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube suggested videos
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube suggested videos
4. Go and actually produce the videos which gain the most views
How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
P H I L N OT T I N G H A M
“Of the 17 articles you've read about
YouTube Optimisation, you won’t believe the one thing they’ve all got wrong….”
Clicks > Keywords
Best Practice for YouTube titles
✦ “Clicky” title
✦ < 55 characters
✦ Explicit value proposition
✦ Thumbnail is congruent with title
YouTube Suggested Video Traffic
Operation “Buzzfeed”
Custom thumbnail = 35% increase in play rate
Think of thumbnails like movie posters
How to Optimise for YouTube
✦ Create videos that meet the needs of your audience
✦ Ensure your videos stand out from the pack
✦ Build a channel with a compelling value proposition
A Typical Brand YouTube Channel
YouTube Channel Framework
✦ Hygiene
✦ Hub
✦ Hero
YouTube Channel Framework
✦ Hygiene - Traffic from Search
✦ Hub - Traffic from Browsing
✦ Hero - Traffic from Social shares
Use Annotations to drive next actions
Typical CTR …..
1.3%
If you include the word “click”
2.6% (+202%!)
Use cards to encourage users to watch other videos
Use playlists to rank for topical queries
Facebook video is Mobile video
YouTube = Aural + Visual
Facebook = Aural + Visual
PAY TO P L AY = PAY TO G E T O N T H E WA I T I N G L I S T
Content is a starting point for conversation
Why will people care? How will people engage?
Why will people care?
✦ Educates / informs
✦ Makes them look good
✦ Parasocial relationships
✦ Provides shared experience
✦ Surprises
✦ Provides amusement
✦ Thrills or excites
✦ Supports political/social views
How will people engage?
✦ Leave a comment
✦ Like the video
✦ Visit the page
✦ Share to own timeline
✦ Share on friend’s timeline
✦ Share via email/DM
Best Practice for Facebook titles
✦ Provide counterpoint or context
✦ Indicate reward for viewing with sound
✦ Can be nuanced and suggestive
✦ CTA included in text
On-Site VideoV I D E O O N Y O U R W E B S I T E
“This is who we are”
CULTURE VIDEOS
“This is who we are”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS
A B O U T PA G E
“This is who we are”
LEARNING VIDEOS
“This is what we know”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS
Don’t use these platforms for your on-site video…
A paid platform will give you much better data
Video SEO still matters…
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and time-consuming to
manage
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and time-consuming to
manage
Unreliable and can affect page speed
Fast, reliable and unobtrusive
Customise your video player
Branded player colour = 19% increase in play rate
Use Turnstiles & CTAs to drive next actions
0
10
20
30
40
50
Start
0 - 10%
10 - 2
0%
20 - 3
0%
30 - 4
0%
40 - 5
0%
50 - 6
0%
60 - 7
0%
70 - 8
0%
80 - 9
0%
90 -100% En
d
2.3x
4.5x
Turnstile Conversion Rate by Location
Average CTR - 12.1%
Average CTR - 13.6% (+18%)
Just one more thing…
300% increase in clicks vs regular image
Ok, maybe one final thing…
Crawled 100K Keywords
Crawled 375K Landing Pages
0.25% of pages had a video on them
Let’s change that number
B U T F I R S T …
E V E R Y O N E T O T H E B A R !