http://www.pointit.com - In this presentation, you'll learn why video is important for SEO, tips for video content and creation, how to incorporate video into your page, on-page SEO for video, and case studies with results.

1. Video for SEO
Jennifer Jantzen – Director of Marketing,
.advancedMethod
Ruth Burr – Client Manager, Point It Inc.
May 26, 2010

2. About Point It
Presentation Agenda
• Launched in April 2002
• PPC & SEO
• $50 MM in managed
media
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models

3. About .advancedMethod
• Also Launched in 2002
• Has local and international client base
• Designs and deploys digital content,
to screens great and small
• Green-screen video production studio
• Staff of interactive designers and video
producers
• Servicing clients across all verticals and
revenue models

4. Agenda
• Why video is important for SEO
• Tips for video content and creation
• How to incorporate video into your page
• On-Page SEO for video
• SEO for video on distribution channels
• Case studies and results
• Q&A

5. Basics of Blended Search
Classic Search Blended Search

6. Video in Blended Search

7. Why Video is Important for SEO
• 38% of searches result in at least one
video result
(Jupiter Research, 2008)
• Since 2008 YouTube has been the 2nd
most popular search engine (ComScore, 2008-2010)
– #1 is Google (owner of YouTube)
• Zappos: Video increased SEO
conversions 6-30%

8. Quicktime (.MOV) & Windows (WMV)
Positives
• Easy to use “plug and play"
• Robust ideal for business users
• Turn key encoding of video
• Encoders pre-installed on Mac/PC
Negatives
• Giant download for either player
• Windows incompatible with some
mobile devices
• Limited design /customization ability

9. Adobe Flash (.SWF/.FLV)
Positives
• 98% of all computers have Flash
• Designers choice,
• Ideal compression for
streaming content
• Relatively small download
• Plays on Mac, PC and Linux
Negative
• Ease of use

10. MPeg4 (MP4) / H.264
• The new era of online Flash,
QuickTime,
• Files compatible with: HTML 5
Windows
QuickTime Windows & Mobile
• HTML5 browser support: Mobile
Safari, Chrome vs Firefox & IE
• Supports HD, small file sizes
MPEG4/ H.264

11. Tips for Content and Creation
#1 Use concise,
dedicated content
with a call to action.
No re-purposing of TV spots.
1-2-minutes is a good duration following
intro/teaser/call to action format.
Close with a clickable action such:
register, download, sign-up, or buy!

12. Tips for Content and Creation
#2 Keep it personal, Interactive
Video
engaging & relevant. Landing pages
Use video talent that matches your
demographic, has good product
knowledge, and can speak
enthusiastically about your service or
product.
Consider celebrity talent!
Leverage the interactive nature of the
Internet and give them a couple call to
action choices (e.g. fill out form for a trial
vs. download pdf).

13. Tips for Content and Creation
#3 Deploy it where
you can measure it. From
HTML
Designing SEO optimized landing email
page with video is a great start.
You can tie this landing page into
email campaigns, PPC, link to is in
social media/blogs and create a
mobile version if relevant to the
campaign.
After you’ve done your first To
campaign, measure and optimize to Landing-page
get the best results! w. video

14. Incorporate Video Into Your Site
• Make every video page a landing page
– One video per URL
• Place all video files in one directory
– Ex: www.yoursite.com/videos
• Use an embedded player
• Consider external hosting

15. Good SEO is Good Video SEO

16. On Page SEO for Video
• Keyword research
– www.wordtracker.com
– www.keyworddiscovery.com
– www.google.com/insights/search
• Add text to the page
– Transcripts
– Descriptive content
– Closed captioning

17. On Page SEO for Video

18. Link Building for Video
• Make it easy to share
and comment
• Link from your site
content
• Cross-link to other
videos
• Link from social
media and video
sharing sites

19. Help Search Engines Find You
• XML sitemaps and RSS feeds
• Free XML sitemap tools:
– www.xml-sitemaps.com
– Xenu’s Link Sleuth
http://home.snafu.de/tilman/xenulink.html
• Links, comments and sharing

20. SEO for Distribution Channels

21. Video Distribution Channels
YouTube The largest video distribution site on the Internet.
Google Possibility for users to download videos in various formats,
including download and share them on their iPod.
Yahoo Video The search feature brings up results from Yahoo Video and other
video distribution sites.
AOL Uncut Video Lots of traffic. User profile integration with AIM.
Ifilm Enter many contests and other promotions (site is part of MTV).
Daily Motion Has more channels than other providers and no length limit on
clips.
VidiLife No video length limits or size restrictions. Many community features
like messaging, friends and blogs.
Grouper Free video editing software.
Veoh Tool to easily upload a video, supports high-definition videos.
Revver Puts ads at the end of each clip. Every time someone clicks on
them after the video of you paid for it.

22. Q&A