Slides originally performed at Marketing Festival 2015, detailing how video can be used for SEO, CRO and brand building on social media.

1. @PHILNOT TINGHAM

2. Video Allows you to…
Build Trust
Create a human connection
Tell a story

3. At Every Stage in the funnel

4. 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”

5. wistia.com/library/diy-office-video-studio

6. This deck covers optimisation
for…
On-Site

8. LOTS OF INCREDULOUS PE OPLE AT MARKETING CONFERENCES
“The world’s second biggest search engine
after Google!”

9. Facebook

10. Google

11. Bing

12. YouTube

13. It’s designed for
finding things, but also
for conversation and
collaboration

14. 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

15. 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

16. 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? ”

17. Keyword Research for
YouTube!
……is not really a thing

18. Find out what’s worked
before

27. 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?”

29. Video = Aural + Visual

30. YouTube = Aural+ Visual

31. Test before you invest

32. Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative

36. Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative

37. 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

38. 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

39. 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

40. PHIL NOT TINGHAM
“Of the 17 articles you've read about
YouTube Optimisation, you won’t believe
the one thing they’ve all got wrong….”

41. Clicks > Keywords

43. Best Practice for YouTube titles
✦
“Clicky” title
✦
< 55 characters
✦
Explicit value proposition
✦
Thumbnail is congruent with title

44. YouTube Suggested Video Traffic
Operation “Buzzfeed”

48. Custom thumbnail = 35% increase in play rate

49. Think of thumbnails like
movie posters

50. 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

51. A Typical Brand YouTube Channel

52. The engine for growth on YouTube

53. YouTube
Channel
Framework
✦
Hygiene
✦
Hub
✦
Hero

54. YouTube
Channel
Framework
✦
Hygiene - Traffic from Search
✦
Hub - Traffic from Browsing
✦
Hero - Traffic from Social shares

55. Use Annotations to drive next
actions

57. Typical CTR …..
1.3%

58. If you include the word
“click”
2.6% (+202%!)

59. Use cards to encourage users
to watch other videos

61. Use playlists to rank for
topical queries

67. Facebook video is Mobile video

70. YouTube = Aural + Visual

71. Facebook = Aural + Visual

76. PAY TO PLAY = PAY TO GET ON
THE WAITING LIST

77. Content is a starting point for
conversation

78. Why will people care?
How will people engage?

79. 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

80. 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

82. Best Practice for Facebook titles
✦
Provide counterpoint or context
✦
Indicate reward for viewing with sound
✦
Can be nuanced and suggestive
✦
CTA included in text

83. On-Site Video
V I D E O O N YO U R W E B S I T E

84. “This is who we are”
CULTURE VIDEOS

85. “This is who we are”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS

86. “This is who we are”
LEARNING VIDEOS
“This is what we know”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS

87. Don’t use these platforms for your on-site video…

88. A paid platform will give you much better data

90. Video SEO still matters…

91. 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…

92. 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

94. 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

95. Customise your video player

96. Branded player colour = 19% increase in play rate

97. Use Turnstiles & CTAs to drive
next actions

98. 0
10
20
30
40
50
Start
0 - 10%
10 - 20%
20 - 30%
30 - 40%
40 - 50%
50 - 60%
60 - 70%
70 - 80%
80 - 90%
90 -100%
End
2.3x
4.5x
Turnstile Conversion Rate by Location

99. Average CTR - 12.1%

100. Average CTR - 13.6% (+18%)

101. Just one more thing…

102. Wistia has found video in email
gives 300% increase in clicks vs
regular image

103. Ok, maybe one final thing…

104. Crawled 100K Keywords

105. Crawled 375K Landing Pages

106. 0.25% of pages had a video on
them

107. Let’s change that number

108. B U T F I R S T …

109. E V E R YO N E TO T H E BA R !