1. Phil Nottingham
SEO Consultant, Distilled
phil.nottingham@distilled.net
@philnottingham

2. Two years ago I got a job at Distilled

3. As something called an “SEO”

6. I’m originally from a background in
Theatre and Film

7. Perception

8. Reality

9. Phil’s first day at Distilled

11. Phil’s second week at Distilled

12. I edited and launched our first set
of conference videos

13. I got bored and gave Rand and Will lightsabers

14. We then started playing with video as
a media type for marketing

15. Along the way, I’ve
accidentally become
responsible for Distilled’s
video strategy

16. Distilled Circa 2013

17. We’ve hired
Margarita
http://www.distilled.net/about/people/margarita-Iosef/

18. We’ve started integrating video into
more of our marketing campaigns

19. We’ve started creating video for clients

20. But we’re just getting started

21. Leveraging Video for Link
Building
PHIL NOTTINGHAM

22. Something absolutely no
one is doing.
Phil Nottingham, 2013
@philnottingham

23. This video was not made for links
philnottinghamhttp://www.dollarshaveclub.com/

24. I’ve wanted to give this talk since I
joined Distilled

25. Link building
opportunities
with video
Things
SEO’s
are doing
@philnottingham

26. Doing video generally right

27. Two core principles:
1. Only when the message would be
lost by any other medium
2. Have a goal in mind
@philnottingham

28. There are essentially three things
video is good for
@philnottingham
http://www.seomoz.org/blog/building-a-video-seo-
strategy

29. (Fame)

30. Example
@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
A creative story attached to your brand

31. Stuff you should be
putting on social platforms
@philnottingham
http://www.seomoz.org/blog/the-marketing-value-of-
youtube

33. Product videos – created for pages
@philnottinghamhttp://www.appliancesonline.co.uk

34. Get rich snippets
@philnottinghamhttp://www.kurtzandblum.com

35. Secure hosting and a video sitemap
@philnottingham
http://www.distilled.net/blog/video/creating-video-
sitemaps-for-each-video-hosting-platform/

36. YouTube will steal your traffic
@philnottinghamhttp://www.youtube.com/appliancesonline

37. And provide nothing in return
@philnottingham

39. This is what I’m going to
cover today

40. Video as Link Bait

41. 2 ways people link to videos

42. How and when do people link to videos?
Link to Pages Embed Videos
When it’s a good resource
When it’s entertaining
When it’s informational
Only when it’s directly valuable
to their audience
@philnottingham

43. Approach 1: Video as part
of a Page Type

44. @philnottingham
http://www.simplybusiness.co.uk/microsites/wordpress-
for-small-businesses/
190 linking
root domains

45. http://www.simplybusiness.co.uk/microsites/youtube-for-
small-business/

46. New Integrations of HTML5 and JQuery
@philnottinghamhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remi
xed_and_popped.html

47. http://cloudsovercuba.com/

48. Approach 2: Creating a
video others will Embed

49. This normally isn’t “viral content”
@philnottingham

50. What does it look like then?

51. Provide value for the target site’s
audience:
• Instruct
• Educate
• Entertain
@philnottingham

52. http://www.abc.net.au/tv/hungrybeast/

53. It got awesome links
@philnottingham
http://www.forbes.com/sites/matthewnewton/2011/06/30/a
natonomy-of-a-computer-virus/

54. It got awesome links
@philnottingham
http://www.scientificamerican.com/article.cfm?id=stuxnet-
like-viruses-remain-a-top-us-security-risk

55. 682 links from 214 Domains
To video on abc.net.au
@philnottingham

57. 6,608 links from 517 domains
To video on vimeo.com

58. Vimeo embeds allow users to include a text
attribution link
@philnottingham

59. But those links always point to the user
profile on vimeo.com
@philnottingham

60. Same is true with all social video platforms…
@philnottingham

61. How can I prevent this?

62. Ensure the video is only
visible on your domain
@philnottingham

64. The best platform by some distance
@philnottingham

65. Customise your embed code to
include a link
<iframe
src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&pla
yerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=tru
e" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed"
name="wistia_embed" width="768" height="432"></iframe></br>via <a
href="http://www.example.com/product-page">Distilled's client</a>
@philnottinghamhttp://dis.tl/video-embed-generator

67. http://dis.tl/video-embed-generator
@philnottingham

68. Great for branding, but not for link bait!
@philnottingham

69. But… YouTube can generate social traction
@philnottingham
http://seogadget.com/great-marketing-often-misses-the-
mark-on-seo/
53 Million Views
1 Million Likes
93 Links (to Dove’s site)

70. How can I know whether my content is
relevant for the YouTube Audience?
@philnottinghamhttps://www.youtube.com/keyword_tool

71. Using YouTube to build
Links

72. Bait and Switch
(white hat style)

73. • Securely host
• Outreach
• Put on YouTube afterwards
@philnottingham

76. Pay for viral seeding but
benefit from second order
shares and links.

78. Managed to get Google penalised
@philnottingham
http://www.theverge.com/web/2012/1/3/2678948/google
-unruly-media-response-chrome-sponsored-post

79. Customisable sharing buttons

80. Video Council
Winner Best Content
Distribution Service
Winner Digital Innovator of
the Year
Winner 2012 Digital
Innovation Award

81. Smarter YouTube
Advertising

83. 1597 Upvotes
http://www.reddit.com/comments/1c2fta

84. Advertise your content,
not your product
@philnottingham

86. Retarget using the
Google Display Network
@philnottingham

87. Leverage other Video
Assets

88. Having richer page types
correlates with more
natural links

89. Average LRDs per blog post
202 192
0
50
100
150
200
250
With Video Without Video
@philnottingham

90. Average Likes per blog post
640
484
0
100
200
300
400
500
600
700
With Video Without Video
@philnottingham

91. Average Tweets per blog post
327
252
0
50
100
150
200
250
300
350
With Video Without Video
@philnottingham

92. Average +1s per blog post
327
252
0
50
100
150
200
250
300
350
With Video Without Video
@philnottingham

93. Average shares of blog posts by media type – moz.com
@philnottinghamhttp://www.distilled.net/training/video-marketing-guide/
202 279 382 258
720
1162
1158
1215
87
166
152 176
0
200
400
600
800
1000
1200
1400
1600
1800
Text Only Image and Text Video and Text All three media
types
Plus Ones
Tweets
Likes

94. @philnottinghamhttp://www.zappos.com/

95. @philnottinghamhttp://www.appliancesonline.co.uk/

96. Wistia have videos on almost every page
@philnottinghamhttp://wistia.com/labs/

97. They’re killing it – good job guys!
@philnottingham

98. Video integrated within wider
content strategy
@philnottingham

100. Re-edit existing assets for
partnerships

101. Give them the embed code, not the raw file
@philnottingham

102. Make stuff for others

103. Great content gets you
top-tier
guest posts
@philnottingham

104. techsmith.com – DA92
@philnottingham
http://blogs.techsmith.com/tips-how-tos/video-for-small-
business/#.UZTzDbWG2So

105. Interview your friends & competitors
@philnottingham
http://seogadget.com/awsome-excel-skills-for-link-
building-and-more-at-linklove/
Thanks for the
link
SEOgadget!

106. Invest in the skills and facilities
@philnottinghamhttp://www.simplybusiness.co.uk/
Simply Business spent
~ $15,000

107. Interview your customers
@philnottingham

108. Interview authorities in your niche
@philnottingham
http://www.landlordlawblog.co.uk/2013/01/15/tessa-has-
a-bad-hair-day-and-gives-out-some-advice-on-camera/

109. Supporting Blogging
strategy with Video

110. Everyone should be doing
this. Yes, everyone.
Phil Nottingham, 2013
@philnottingham

111. Series > One-offs
@philnottingham

112. More scalable to produce
@philnottingham
http://www.youtube.com/playlist?list=PLaUepPJV0nAP2
0cyu55PfQw2Pu7vsvAYi

113. $700 Camcorder
$50 Tripod
$300 audio interface
$100 lapel microphone set
$500 lighting rig
Total: $1650
@philnottingham

114. Build a content series for
social video platforms

115. Blip.TV – DA93
@philnottinghamMust be completely non-branded and informational.

116. Dailymotion (DA97) – followed links for “motionmakers”
@philnottinghamhttp://www.dailymotion.com/gb/motionmaker

117. Photobucket (DA95) – followed profile links
@philnottinghamhttp://www.photobucket.com

118. Using Video to Boost PR
Efforts

119. Video News Releases – get journalists to notice you
@philnottingham
http://www.bbc.co.uk/guidelines/editorialguidelines/page
/guidance-video-news-releases

120. Augmenting corporate and People Pages
@philnottingham
https://www.huddle.com/resources/collaboration-
videos/huddle-behind-the-scenes/

121. Building links with no
budget at all for video

122. Custom YouTube Playlists
@philnottinghamhttps://developers.google.com/youtube/

123. http://dis.tl/youtube-playlists-tool
@philnottingham

124. …or hangout on air
@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html

125. Final Thoughts…

126. Why is no one doing this?

127. We don’t have the budget
A lot of agencies
@philnottingham

128. This is partially true
@philnottingham
http://www.seomoz.org/seo-industry-survey#spending-
and-budgets
Average
consulting
budgets are ~
$2000 per month

129. But short sighted
@philnottinghamhttp://www.unrulymedia.com/article/10-04-2013/video-advertising-
market-increases-46-2012-digital-spend-smashes-£5billion-mark-f
Pitch for a fraction of these budgets

130. Pitch to go slower
@philnottingham

131. Benefits go past just the links
@philnottingham

132. Activity that will hold its value
even if/when links become a
less important signal.
@philnottingham

133. Making better pages and
better marketing channels
@philnottingham

135. Yeah... but Phil…I don’t
have the skills to produce
video…
Several people in the audience
@philnottingham

136. The people who do are cheap
• http://www.mandy.com
• http://www.shootingpeople.org
• http://searchlight.com
• http://skillset.org
• http://www.productionhub.com
• http://www.filmandtvpro.com/us/
@philnottingham

137. There’s tons of resources online to
help you learn
• http://www.creativecow.net
• http://philipbloom.net/
• http://www.lynda.com
• http://ae.tutsplus.com
• http://www.videocopilot.net
• http://www.izzyvideo.com
• http://finalcutking.com
@philnottingham

138. Think Big
@philnottingham

139. Start Small
@philnottingham

141. Thanks.
Any questions?
PHIL NOTTINGHAM
phil.nottingham@distilled.net
@philnottingham