Innotech Austin Session Description: With the advent of new technologies, we’re often forced to adapt in order to survive. In 1979, The Buggles released “Video Killed the Radio Star,” which was the first video shown on MTV. While the song lamented days gone by of video-free music, there are those who would argue that video actually helped music and musicians become more successful. Now, we’re once again on the heels of another video revolution, one where marketers are trying to figure out how to embrace and utilize video in order to help their marketing efforts. Research shows that video helps increase conversion by an average of 50% (more or less depending upon industry and use), and yet most marketers aren’t using it to their advantage. So how can we keep video from killing the marketing star? Join us to find out.

1. 2012 Video SEO, and Other
Online Promotional Strategies for
and Beyond
William Leake
It’s My Fault (aka CEO)
Apogee Results
Leake@ApogeeResults.com
@Marketing_Bill
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

2. What we will cover
1. How are online videos found?
2. Importance of YouTube
3. Posted (e.g. YouTube) vs Hosted (e.g. your Website)
4. YouTube Optimization
- Submission
- Rankings Factors
- Video SiteMap
- YouTube Retargeting
- New Ability: Editing an Existing Video
1. Optimizing Videos on your Website
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

3. How is Video Found?
44% - discover randomly
43% - via sharing
43% - via video websites
39% - via search engines
27% - via marketing email
4% - via RSS & MRSS feeds
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

4. Universal Search:
Dominated by Video
38% of users who
searched Google were
served video in
Universal search engine
results pages
Source – “Google Universal Search Results Searcher
Penetration by Result Type” – ComScore – Jan 2008
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

5. And yet …
Source: TechCrunch
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

6. BECAUSE …
Time & Dollars, Time & Dollars,
Create Video Promote Video
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

7. Partial Video Search Engines List
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

8. It’s a YouTube/Google World
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

9. It’s a YouTube / Google World, but
Source: TechCrunch
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

10. It’s a Google / YouTube World, but …
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

11. Video Search Engines
Generation 1.0
Depend primarily on metadata and on-page text
Most are working on evolving
Generation 2.0
Use metadata, on-page text, UGC and advanced recognition technologies
(speech, visual, facial, OCR, etc..)
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

12. Basic Options
• Posted: video content uploaded to video sharing sites,
social media, etc…
and/or
• Hosted: video content that is on YOUR website
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

13. Benefits of Posted Video SEO
EXISTING TRAFFIC – Existing video websites have a critical mass of
traffic and users, easier to go viral
Better ability to rank on universal search (google) and other search
engines
Potential to dominate the traditional SERPs with “carpet bombing,” by
submitting to multiple video sites (due to weak duplicate content filtering
at present)
Don’t need your own website
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

14. Benefits of Hosted Video SEO
Control – over related on-page text, encoded metadata, user-experience,
etc...
Control over monetization/advertising
Generate traffic to your website
While you can currently dominate the SERPs with “carpet bombing,”
posted strategies, this may go away with duplicate content filtering in
the future
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

15. Second largest search engine
Third most visited website
(800 million uniques, only 50 million less than FB)
60 hours of video uploaded EVERY minute
(was 48 hours in 2011 and 20 hours in 2009)
Over 4 BILLION Videos viewed a day
(was 3 billion in 2011)
http://www.youtube.com/t/press_statistics
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

16. TOP RANKING FACTORS:
- Title, description, keyword tags - Links
- Annotations - Comments
- Thumbs Up / Down - Flagging
- Video Responses - Channel Views
- # of Embeds - Share
- Playlists - Subscribers
- Ranking - Video Age
- Honors - View Count
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

17. Website Video
SEO Tips, page 3 of 5
On-Page Elements
Follow general SEO principles for optimizing title, meta,
H1, etc. tags and URLS…
Definitely include contextually related links to articles and
other videos
Consider publishing captions and/or abstracts as additional
relevant on-page content.
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

18. Beyond
YouTube only allows you to search YouTube
YouTube may be king, but it doesn’t have ALL the
interesting content
Copyright issues re: content still a real problem
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

19. Website Video
SEO Tips, page 1 of 5
Metadata (in-file)
Indexing in-file metadata is still a weak point of search
engines, but this is improving
Encode your video files with solid, meaty metadata that
includes your metadata title, date, author, description
and keywords.
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

20. Website Video
SEO Tips, page 2 of 5
The Video Files Themselves …
Offer multiple formats
(e.g. mov, mpeg, mp4, flv)
Include keywords in the filename
Include the *video* in the filename too
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

21. Website Video
SEO Tips, page 3 of 5
On-Page Elements
Follow general SEO principles for optimizing title, meta,
H1, etc. tags and URLS…
Definitely include contextually related links to articles and
other videos
Consider publishing captions and/or abstracts as additional
relevant on-page content.
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

22. Website Video
SEO Tips, page 4 of 5
Site Structure
Use Unique URLS
One video per URL
Use embedded players – never pop-ups
Create nav links to the video content
Place the videos in a central root folder/directory
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

23. Website Video
SEO Tips, page 5 of 5
Remember it’s about Sharing
Enable comments
Include social bookmarking tools
Allow visitors to subscribe to your videos
Let viewers grab your embed code - easily (with a link)
Remember internal linking (consider site-wide link(s) in
your page footer)
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

24. How do Videos Get
Into Search Engines?
Search engines currently try hard (and often fail) to crawl the web
and index video content. BUT, in marked contrast to traditional
SEO, don’t wait for them to find you. Submit your video content.
Media RSS (MRSS) Feed Syndication
Most video search engines accept RSS / MRSS feeds (+ iTunes)
MRSS is an RSS feed with media enclosures
TIP - If you have a problem, contact the video search engines, they are
helpful and want your content
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

25. Missed Opportunity?
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

26. SEO-Optimized Video
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

27. Tweets & Articles
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

28. Integrated Contest, continued …
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

29. Integrated Contest, continued …
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

30. Why we *might* know something
(aka Shameless Plug Slide)
Apogee Results, based in Austin is the coolest “pure-play” online marketing
firm in Texas, and one of the largest independents left
• 100’s of clients, including Whole Foods, National Public Radio,
Golfsmith, Lance Armstrong / Livestrong, Olive Garden, IBM,
PerkinElmer, SAP, Hewlett Packard, Shell, Merrill Lynch + more high
growth VC-backed and Inc.5000 clients than any other firm
• Paid, Earned and Owned Online Media, Website Effectiveness &
Conversion
Our management team built *the first* company to ever sell a million dollars
of product on the internet
Our management team has been doing search engine optimization since
1995, paid search since early 1998 (within 2 days of GoTo’s launch) and
social since 2003
Founder’s background includes McKinsey & Co., Dell, and executive roles at
successful, private-equity-backed firms
All programs are results-focused and metrics-based
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com

31. Additional Resources (and Q&A)
Apogee Results Blog: www.ApogeeResults.com/Blog/
Apogee Glossary: www.ApogeeResults.com/Resources/Glossary/
WebMaster World: www.webmasterworld.com
DigitalPoint Forums: forums.digitalpoint.com
Search Engine Land: searchengineland.com
Sphinn: sphinn.com
MarketingSherpa: marketingsherpa.com
ClickZ: clickz.com
Apogee Results Confidential. Copyright 2012 Leake@ApogeeResults.com