Sarah Teach

1. Video as Content
Welcoming Video to the Content Family
Sarah Teach, SEO Consultant
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2. Howdy! I’m Teach.
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3. “Good, unique content”
“10x content”
“Evergreen content”
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4. “A minute of video is worth 1.8 million words.”
—Dr. James McQuivey, Forrester Research
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Bang for Your (Viewer’s) Buck
1 minute video = 2,400 pages

5. 5
So what?

6. ● Video represents 73% of global web traffic.
—Cisco, 2016
● Video gets 1,200% more shares than text and
images together.
—BrightCove, 2015
● 76.5% of video-using marketers say video directly
impacts business.
—Animoto, 2016
● Video is the type of content users are most likely
to finish.
—HubSpot, 2016
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...And a Grain of Salt

7. SEO Impact
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Transcripts/Closed Captioning1
Earned Links2
Brand Enhancement3

8. Video Transcripts
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“Video file? Meh.”
— Google (paraphrased)
“Semantic long tails? YAAAS!!”
— Google (also paraphrased, FYI)

9. 9
85% of video on Facebook is watched without sound.

10. Captioned videos:
● 13.48% lift in views
within two weeks
● 7.32% lifetime
increase
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Captions
increase video
view time by
12%.

11. Earned Links
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12. Brand Enhancement
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● Great video invites your
audience to get to know you!
● Bad video can ruin your
brand.

13. Rules?
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Same rules as written content:
● Be valuable.
● Keep. Writing. Content.

14. Takeaways
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● Pay attention to video, even if you’re not ready to dive in.
● Jump on the SEO opportunities afforded by video, like including a
written transcript.
● It’s better to have no video than a bad video.
● The rules for video content are largely the same as they are for
written content.
● Always keep creating thoughtful written content.
Any questions?

15. Additional Resources
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● Wistia’s guide to video SEO
● Google’s intro to video markup & Schema.org markup for video
● Video sitemaps
● Smart video SEO tips from AdvancedWebRanking
● Dump of marketing statistics via HubSpot

16. Sources
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1. www.brightcove.com/en/blog/2017/01/how-transcripts-boost-video-seo
2. www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/ajagrawal/2017/02/01/lights-camera-engag
ement-2017-is-the-year-of-video-marketing/&refURL=https://www.google.com/&referrer=https://www.google.com/
3. www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/vni-hyperconnectivity-wp.h
tml
4. blog.hubspot.com/marketing/visual-content-marketing-strategy
5. www.marketwired.com/press-release/a-minute-of-video-is-worth-18-million-words-according-to-forrester-research-19
00666.htm
6. www.3playmedia.com/2014/07/08/5-tips-improving-video-seo-transcripts-captions/
7. digiday.com/media/silent-world-facebook-video/
8. www.youtube.com/watch?v=ipochX1-dVU
9. slideshare.net/AdelieStudios/adelie-studios-top16videomarketingstatistics2016-56658453
10. www.businessinsider.com/facebook-releases-automated-captioning-and-new-metrics-for-video-ads-2016-2
11. commons.wikimedia.org/wiki/File:Discovery_Digital_Networks_logo.svg
12. www.hubspot.com/marketing-statistics?_ga=2.138744951.537390649.1497980755-1669992415.1496676465
13. jmusports.com/sports/2017/1/3/jmu-logos-and-marks.aspx
14. en.facebookbrand.com/
15. aminoapps.com/page/bisexuality/145849/william-shakespeare

17. CONTACT Knucklepuck
Knucklepuck Media
Call Us
1005 N. Glebe Rd, Suite 300
Arlington, VA 22201
703.659.4601
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Facebook.com/KnucklepuckMedia
Twitter.com/knucklepuckdc
Website
www.knucklepuckmedia.com
E-mail
Sarah Teach
steach@knucklepuckmedia.com
Social Media