View the full recorded webinar at http://bit.ly/12edXv5. Did you know videos rank 41% better than text content in search engines, and YouTube is the 2nd largest search engine in the world? Video content presents marketers with an incredible opportunity to reach and engage with prospective customers in a whole new way – and in a mobile world, this opportunity cannot be ignored. In this webinar, Janet Driscoll Miller, President & CEO of Search Mojo, and Jessica Davidson, Account Manager at Search Mojo, will show you why you should be including video as part of your content and search marketing strategy, and share with you some useful ideas for leveraging video.

1. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO SAVED
THE MARKETING STAR:
AMPING UP SEARCH
WITH VIDEO CONTENT
Janet Driscoll Miller
President and CEO
Jessica Davidson,
Account Manager
December 6, 2012

2. @marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, Va
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, SMX Social, PubCon, MarketingProfs, and
more

3. @marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS

4. @marketingmojo | #mojowebinar | marketing-mojo.com
ORGANIC SEARCH
AND VIDEO

5. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO IN SEARCH RESULTS
• Search results are becoming more “blended”
• Videos differentiate your page in search results

6. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO PERFORMS WELL ORGANICALLY
Videos are 53
times more likely
to generate a 1st
page Google
ranking.
Videos receive
a 41% higher
CTR on search
results than
text content.

7. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO HOSTING OPTIONS MATTER
Type Examples Benefits
Enterprise Hosting Privately hosted,
provide detailed video
analytics, ability to
gate your video
content
Video Sharing Sites Free, wide exposure,
videos can be
indexed

8. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY YOUTUBE?
• Put your video on YouTube
AND your website
› Both can rank
› Greater visibility
› 2nd largest search engine
› YouTube offers benefits to non-
profits
• Not considered duplicate
content as of now
• Vimeo & Slideshare rank well
too

9. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO THUMBNAILS IN ORGANIC
SEARCH
• Get video thumbnails ranking by creating video
rich snippets
› Schema.org
• Benefits of video thumbnails in search results
› Differentiates your page from others
› Greater CTR’s

10. @marketingmojo | #mojowebinar | marketing-mojo.com
RICH SNIPPETS FOR VIDEO
• Schema.org
› Signal to search engines that
a certain page is about a
particular item
› Tell search engines about the
video
» Some content required to be
marked up
» Marked up content must be
readable – cannot be hidden
› Won’t improve rankings

11. @marketingmojo | #mojowebinar | marketing-mojo.com
GETTING VIDEO INDEXED
• XML video Sitemap or mRSS feed help engines know:
› Where videos reside
› More info about each video
• Won’t improve ranking, but may improve indexing
frequency
• Provides additional info to engines, such as
length of video

12. @marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: PETROCHEM
Timefram
e
Organi
c
Search
Traffic
Pages
Ranked
in Top 10
30 days 335% 5/10
80 days 889% 9/10
For keywords for which Google offers video results, any given video in
the index stands about a 50 times better chance of appearing on the
first page of results than any given text page in the index.
- Forrester

13. @marketingmojo | #mojowebinar | marketing-mojo.com
ALSO CONSIDER FOR ECOMMERCE
• Zappos
• Product attributes, how to
use the product
• Put the video on the
product page
• Doesn’t have to be
elaborate
• Helps differentiate your
product in search
Shopping site visitors who watch a video
are 64% more likely to buy than those who
don’t.

14. @marketingmojo | #mojowebinar | marketing-mojo.com
CAUTION: AUTHORSHIP HICCUPS
• Google looks for the word “by” followed
by a name on pages
› Automatically can add authorship to a page
› Overrides other schema
› Will show up as video using testing tool

15. @marketingmojo | #mojowebinar | marketing-mojo.com
PAID SEARCH
AND VIDEO

16. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO ADS
• Video ad options available in Google
AdWords and LinkedIn
› Google: Only available on content network
› LinkedIn: Available for both self-serve and
LinkedIn Marketing Solutions

17. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO ON LANDING PAGES
• Try video on landing pages
• Basic rules:
› Don’t set the video to “auto-play.”
› Use the video as your “hero shot.”
› Use video that delivers on your promise.
› Ensure optimal load times.
› Test various elements of the video where possible.
» Ex: length of video (where do people abandon?)
› Use Google Analytics to measure success.

18. @marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY 1:
VIDEO OFFER VS. WHITEPAPER OFFER
Video Conversions
White Paper Conversions
NumberofConversions
Video Landing Page Test - Conversions

19. @marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY 2:
VIDEO TESTIMONIAL VS. CASE STUDY

20. @marketingmojo | #mojowebinar | marketing-mojo.com
DON’T ASSUME -- TEST
• Not all video is created equal
› Content
› Length
› Speaker
› Load time

21. @marketingmojo | #mojowebinar | marketing-mojo.com
VIDEO ANALYTICS

22. @marketingmojo | #mojowebinar | marketing-mojo.com
MEASURING ORGANIC SUCCESS
• Rankings of pages
with video
• Indexed video
pages
• Traffic to video
pages from organic

23. @marketingmojo | #mojowebinar | marketing-mojo.com
MEASURING SUCCESS FROM PAID
• Conversions on video landing pages
› Use Google Analytics Experiments for
A|B testing

24. @marketingmojo | #mojowebinar | marketing-mojo.com
EVENT TRACKING
• Track video interaction and other information
› Play
› Pause
› Stop
› Downloads
› Player type
• Track certain actions as goals
• Another reason to avoid auto-play: mucks with
bounce rate

25. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY VIDEO IS HARD TO TEST
• Not as “flexible” as HTML or text-based content
› Often takes special skills to edit
• Each video is different
• Video is the medium, just as a web page is a medium
› Content, imagery, etc. all still apply

26. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT’S NEXT?
• Interested in hearing
more about Marketing
Mojo’s services?
• Reach out to Janet &
start a conversation!
jmiller@marketing-mojo.com
800-939-5938 x101

27. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
Janet Driscoll Miller
jmiller@marketing-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller