1.Phil NottinghamSEO Consultant, Distilledphil.nottingham@distilled.net@philnottingham

2. Two years ago I got a job at Distilled 3. As something called an SEO 4. Im originally from a background inTheatre and Film 5. Perception 6. Reality 7. Phils first day at Distilled 8. Phils second week at Distilled 9. I edited and launched our first setof conference videos 10. I got bored and gave Rand and Will lightsabers 11. We then started playing with video asa media type for marketing 12. Along the way, Iveaccidentally becomeresponsible for Distilledsvideo strategy 13. Distilled Circa 2013 14. Weve hiredMargaritahttp://www.distilled.net/about/people/margarita-Iosef/ 15. Weve started integrating video intomore of our marketing campaigns 16. Weve started creating video for clients 17. But were just getting started 18. Leveraging Video for LinkBuildingPHIL NOTTINGHAM 19. Something absolutely noone is doing.Phil Nottingham, 2013@philnottingham 20. This video was not made for linksphilnottinghamhttp://www.dollarshaveclub.com/ 21. Ive wanted to give this talk since Ijoined Distilled 22. Link buildingopportunitieswith videoThingsSEOsare doing@philnottingham 23. Doing video generally right 24. Two core principles:1. Only when the message would belost by any other medium2. Have a goal in mind@philnottingham 25. There are essentially three thingsvideo is good for@philnottinghamhttp://www.seomoz.org/blog/building-a-video-seo-strategy 26. (Fame) 27. Example@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_GncA creative story attached to your brand 28. Stuff you should beputting on social platforms@philnottinghamhttp://www.seomoz.org/blog/the-marketing-value-of-youtube 29. Product videos created for pages@philnottinghamhttp://www.appliancesonline.co.uk 30. Get rich snippets@philnottinghamhttp://www.kurtzandblum.com 31. Secure hosting and a video sitemap@philnottinghamhttp://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/ 32. YouTube will steal your traffic@philnottinghamhttp://www.youtube.com/appliancesonline 33. And provide nothing in return@philnottingham 34. This is what Im going tocover today 35. Video as Link Bait 36. 2 ways people link to videos 37. How and when do people link to videos?Link to Pages Embed VideosWhen its a good resourceWhen its entertainingWhen its informationalOnly when its directly valuableto their audience@philnottingham 38. Approach 1: Video as partof a Page Type 39. @philnottinghamhttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/190 linkingroot domains 40. http://www.simplybusiness.co.uk/microsites/youtube-for-small-business/ 41. New Integrations of HTML5 and JQuery@philnottinghamhttp://www.ted.com/talks/ryan_merkley_online_video_annotated_remixed_and_popped.html 42. http://cloudsovercuba.com/ 43. Approach 2: Creating avideo others will Embed 44. This normally isnt viral content@philnottingham 45. What does it look like then? 46. Provide value for the target sitesaudience: Instruct Educate Entertain@philnottingham 47. http://www.abc.net.au/tv/hungrybeast/ 48. It got awesome links@philnottinghamhttp://www.forbes.com/sites/matthewnewton/2011/06/30/anatonomy-of-a-computer-virus/ 49. It got awesome links@philnottinghamhttp://www.scientificamerican.com/article.cfm?id=stuxnet-like-viruses-remain-a-top-us-security-risk 50. 682 links from 214 DomainsTo video on abc.net.au@philnottingham 51. 6,608 links from 517 domainsTo video on vimeo.com 52. Vimeo embeds allow users to include a textattribution link@philnottingham 53. But those links always point to the userprofile on vimeo.com@philnottingham 54. Same is true with all social video platforms@philnottingham 55. How can I prevent this? 56. Ensure the video is onlyvisible on your domain@philnottingham 57. The best platform by some distance@philnottingham 58. Customise your embed code toinclude a linkvia Distilleds client@philnottinghamhttp://dis.tl/video-embed-generator 59. http://dis.tl/video-embed-generator@philnottingham 60. Great for branding, but not for link bait!@philnottingham 61. But YouTube can generate social traction@philnottinghamhttp://seogadget.com/great-marketing-often-misses-the-mark-on-seo/53 Million Views1 Million Likes93 Links (to Doves site) 62. How can I know whether my content isrelevant for the YouTube Audience?@philnottinghamhttps://www.youtube.com/keyword_tool 63. Using YouTube to buildLinks 64. Bait and Switch(white hat style) 65. Securely host Outreach Put on YouTube afterwards@philnottingham 66. Pay for viral seeding butbenefit from second ordershares and links. 67. Managed to get Google penalised@philnottinghamhttp://www.theverge.com/web/2012/1/3/2678948/google-unruly-media-response-chrome-sponsored-post 68. Customisable sharing buttons 69. Video CouncilWinner Best ContentDistribution ServiceWinner Digital Innovator ofthe YearWinner 2012 DigitalInnovation Award 70. Smarter YouTubeAdvertising 71. 1597 Upvoteshttp://www.reddit.com/comments/1c2fta 72. Advertise your content,not your product@philnottingham 73. Retarget using theGoogle Display Network@philnottingham 74. Leverage other VideoAssets 75. Having richer page typescorrelates with morenatural links 76. Average LRDs per blog post202 192050100150200250With Video Without Video@philnottingham 77. Average Likes per blog post6404840100200300400500600700With Video Without Video@philnottingham 78. Average Tweets per blog post327252050100150200250300350With Video Without Video@philnottingham 79. Average +1s per blog post327252050100150200250300350With Video Without Video@philnottingham 80. Average shares of blog posts by media type moz.com@philnottinghamhttp://www.distilled.net/training/video-marketing-guide/202 279 382 25872011621158121587166152 176020040060080010001200140016001800Text Only Image and Text Video and Text All three mediatypesPlus OnesTweetsLikes 81. @philnottinghamhttp://www.zappos.com/ 82. @philnottinghamhttp://www.appliancesonline.co.uk/ 83. Wistia have videos on almost every page@philnottinghamhttp://wistia.com/labs/ 84. Theyre killing it good job guys!@philnottingham 85. Video integrated within widercontent strategy@philnottingham 86. Re-edit existing assets forpartnerships 87. Give them the embed code, not the raw file@philnottingham 88. Make stuff for others 89. Great content gets youtop-tierguest posts@philnottingham 90. techsmith.com DA92@philnottinghamhttp://blogs.techsmith.com/tips-how-tos/video-for-small-business/#.UZTzDbWG2So 91. Interview your friends & competitors@philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link-building-and-more-at-linklove/Thanks for thelinkSEOgadget! 92. Invest in the skills and facilities@philnottinghamhttp://www.simplybusiness.co.uk/Simply Business spent~ $15,000 93. Interview your customers@philnottingham 94. Interview authorities in your niche@philnottinghamhttp://www.landlordlawblog.co.uk/2013/01/15/tessa-has-a-bad-hair-day-and-gives-out-some-advice-on-camera/ 95. Supporting Bloggingstrategy with Video 96. Everyone should be doingthis. Yes, everyone.Phil Nottingham, 2013@philnottingham 97. Series > One-offs@philnottingham 98. More scalable to produce@philnottinghamhttp://www.youtube.com/playlist?list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi 99. $700 Camcorder$50 Tripod$300 audio interface$100 lapel microphone set$500 lighting rigTotal: $1650@philnottingham 100. Build a content series forsocial video platforms 101. Blip.TV DA93@philnottinghamMust be completely non-branded and informational. 102. Dailymotion (DA97) followed links for motionmakers@philnottinghamhttp://www.dailymotion.com/gb/motionmaker 103. Photobucket (DA95) followed profile links@philnottinghamhttp://www.photobucket.com 104. Using Video to Boost PREfforts 105. Video News Releases get journalists to notice you@philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/guidance-video-news-releases 106. Augmenting corporate and People Pages@philnottinghamhttps://www.huddle.com/resources/collaboration-videos/huddle-behind-the-scenes/ 107. Building links with nobudget at all for video 108. Custom YouTube Playlists@philnottinghamhttps://developers.google.com/youtube/ 109. http://dis.tl/youtube-playlists-tool@philnottingham 110. or hangout on air@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html 111. Final Thoughts 112. Why is no one doing this? 113. We dont have the budgetA lot of agencies@philnottingham 114. This is partially true@philnottinghamhttp://www.seomoz.org/seo-industry-survey#spending-and-budgetsAverageconsultingbudgets are ~$2000 per month 115. But short sighted@philnottinghamhttp://www.unrulymedia.com/article/10-04-2013/video-advertising-market-increases-46-2012-digital-spend-smashes-5billion-mark-fPitch for a fraction of these budgets 116. Pitch to go slower@philnottingham 117. Benefits go past just the links@philnottingham 118. Activity that will hold its valueeven if/when links become aless important signal.@philnottingham 119. Making better pages andbetter marketing channels@philnottingham 120. Yeah... but PhilI donthave the skills to producevideoSeveral people in the audience@philnottingham 121. 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 122. Theres tons of resources online tohelp 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 123. Think Big@philnottingham 124. Start Small@philnottingham 125. Thanks.Any questions?PHIL NOTTINGHAMphil.nottingham@distilled.net@philnottingham