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Video Saved the Marketing Star: Amping Up Search with Video Content

Presented on December 6, 2012

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 our Online Video Content Marketing 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.

Presenters: Janet Driscoll Miller, President and CEO, Search Mojo and Jessica Davidson, Account Manager, Search Mojo

Presented on December 6, 2012

Kari:

Hello everyone and welcome to today’s webinar Video Saved the Marketing Star: Amping Up Search with Video Content. My name is Kari Rippetoe. I’m the Content Marketing Manager here at Search Mojo and I will be serving as your moderator for today’s webinar.

Before we get started, I just have a few reminders for you. If you have any questions for our presenters, we will be taking some time at the end of the webinar for Q & A. So please enter your questions in the go to webinar box at the right labeled “questions”.

Also as always, we are recording this webinar and you will receive a follow-up email when the recording is available, which should be early next week. Finally, if you’d like to tweet about today’s presentation, please you the hashtag, #mojowebinar.

Now before I introduce our presenters for today, I would just like to take a very quick poll to see where everyone currently is with video marketing. So just a really easy yes or no poll are you currently using online video as part of your marketing efforts. Just give you a few seconds to take the poll. Okay. Great.

And I’m just going to close this out. It looks like a lot of you are already using online video for your marketing efforts. And hopefully today we will be able to present to you some useful information to help you integrate that video in to your search marketing efforts.

Okay. Now I’d just like to introduce our presenters for today: Janet Driscoll Miller and Jessica Davidson. Janet Driscoll Miller is the President and CEO of Search Mojo. She has nearly 20 years of marketing experience and in addition to her work in search engine marketing.

Janet has a background in Marketing Communications. She holds a degree in Public Relations and Communications from James Madison University. She is a frequent speaker at marketing conferences and writes for several blogs and print publications.

Jessica Davidson is an Account Manager here at Search Mojo and also like Janet, she is a graduate of James Madison University as well. Upon graduating from JMU in 2011 with a major in Marketing and Accounting, Jessica ventured out to Charlottesville to begin her career at in search marketing at Search Mojo. She currently manages SEO and PPC for clients like Activision’s Call of Duty, Southern States, and Birth Choice Health Clinics.

A little bit about Search Mojo. The company was founded in 2005 and specializes in all things search marketing including: SEO, Pay-Per-Click, Social Media Advertising, Online Reputation management, and Content Marketing.

Search Mojo is headquartered here in lovely Charlottesville, Virginia and we also have an office and equally lovely Charleston, South Carolina. We’ve been featured in several marketing publications and blogs and we also speak at several conferences including SMX, Marketing Profs, and PubCon. Our clients include a variety of B2B, consumer brands, non-profit organizations, and educational institutions.

We’ll start today with how videos perform in organic search and ways to get your videos ranked better in search results. I’d like to just do another quick poll, “Are you currently optimizing your video for search?” So just another easy yes, no, or not sure. And I’ll just give you a few seconds to take the poll.

Okay. Great. We’ll just close that out now. It looks like many of you are not optimizing your video for search or not quite sure if you are. Again, we hope to share some helpful information for you to help you get your videos ranked in organic search.

If you do a search on Google, you’ll see that there are many different types of results blended together on the page. Here I’ve done a search for the movie The Hobbit. You can see that there are a couple of results that really stand out on the page. There’s a news result from Huffington Post that in, in itself includes a video. There’s a video result from YouTube, which Jessica’s actually going to be talking about in a few minutes. You can see how they are really differentiated from the text only results because of that thumbnail that you see there.

So it’s no wonder that video performs well in organic search. They receive a 41% higher click through rate in search than text content. They’re 53 times more likely to generate a first page ranking in Google.

I’ll say that again a 53 times more likely to generate a first page ranking in Google and that’s huge. That’s a big reason why it’s important to make sure your videos are optimized for search engines.

Where you host your videos matter as well. In here we’re just comparing some of the options that are available to you for hosting your videos. You can opt for an enterprise solutions such as Brightcove or Wistia, couple of the examples that we’re showing here, that allow you to privately host you video and provide you with detailed analytics but because they are private video host, your videos uploaded on those hosts will not be indexed by Google.

You’d have to take your videos and as they’re hosted on Brightcove or Wistia and what have you and put them on your website so that they can be indexed. The benefit of that is you could put the videos on your website and you could if you wanted to put them behind a marketing gate so that you could require someone to file out a lead generation form in order to see it.

The other option that you could go for is a video sharing site like YouTube or Vimeo, which are both free. they’ll give your videos a wider exposure because people are able to search on those websites to find videos.

As you saw in the Hobbit example a couple of slides ago, they can be indexed into Google search results. Now I’m going to turn it over to Jessica, who is going to go into some more detail about YouTube and video optimization tactics. Jessica.

Jessica:

Thanks Kari. As Kari mentioned I’m going to go into a little bit more video content strategy for organic search. You’re going to want to put your videos on both YouTube and your website. We find that a lot of times we put it on one or the other but not both but there is definitely beneficial if you have your videos on both your website and YouTube.

For instance, both the sites can rank, so your video can rank multiple times on different sites, which provides greater visibility for you videos. Also, YouTube is the second largest search engine behind Google, so there’s great opportunity there. If you’re a non-profit, YouTube offers quite a bit of benefits for your organization.

If you apply and are accepted into the Google for non-profits program there’s additional capabilities that you can get on your YouTube channel for your non-profit. For instance you can get a “donate now” button put on your YouTube channel. As of right now putting, your video on YouTube and your website is not considered duplicate content, so you may as well go ahead and do it.

You also don’t have to limit yourself to just YouTube and your website. You can also use Vimeo or Slideshare these sites rank well too but Slideshare is more of presentation based system.

Now I’m going into how you can get your video thumbnails to appear in search. The way that you can do this is through video rich snippets. One method is Schema.org markup. It’s very important you get your videos on nails and search results because like Kari mentioned it can differentiate you page in search results from others therefore it can attract the searchers attention.

Also, Kari had mentioned there’s greater click through rates on video results and organic search 41% greater than on purely text search results. I’m going into a little bit more detail about Schema markup.

Okay. See Schema.org markup is markup code that you place on your page and it signals to search engines that a certain page is about a particular item. This item doesn’t have to be just a video. It can be a product, a place, a person but basically, for video just let the search engine know that “hey a video exists on this page.”

With the markup code, you can make the information to tell the search engines a little bit more about your video like the title, the duration, the description, the video thumbnail. You should note that some of the content is required to be marked up and then there’s obviously information that’s optional but it’s beneficial to markup as much information as you can about your video because that’s more information the search engines know about your video.

Also the way you mark up you information it must be readable content and you can’t hide the different elements. Although you can get your video thumbnails to appear in search results through schema markup, it’s important to note that it does not improve your rankings. I’m not going to go into too much detail about how to implement schema markup but the Schema.org website is a really good resource.

Now once you get your videos or your schema markup on your page, you’re going to want to get your videos indexed and the way that you can do this is through an XML video site map or an mRSS feed. Both serve the same purpose. They just let search engines know that where, on what page this video exists as well as additional information about the video like the title and the duration. Similar to schema, it’s not going to improve your rankings but it may improve the, the indexing frequency of your videos.

Now I’m going to go on to a little bit of success that we’ve seen here at Search Mojo with video content and organic search. One of our previous clients Petrochem International. We went ahead and marked up ten of their video pages with schema markup and then created a video site map.

Over a timeframe of 30 days organic search traffic to those video pages increased 335% and 50% of those 10 video pages appeared in the top ten Google search results. And then over a timeframe of 80 days organic search traffic to those ten video pages increased 889% and nine out of the ten of those videos appeared in the top ten search results on Google.

Video also offers a great opportunity for e-commerce websites. Zappos is a good example of how they’ve incorporated video with their products. Basically on their pod pages they have short little videos along with images of the product that just say, talk about the product and just let or and kind of show it off.

If you’re going to start making videos for your e-commerce site, since you customer can’t interact or physically touch the product it may be a good idea to feature the products attributes or how to use the product. Also, you’re going to want to put the video on the product page so it’s associated with that particular product.

When you create these videos for you e-commerce site or for really any site for that matter you video can be simple. It doesn’t have to be super elaborate and it definitely doesn’t have to be Hollywood movie quality or status or anything.

As we’ve mentioned before, having that video thumbnail really does differentiate your site from other search results. You can see it depicted here. The searchers eye is kind of drawn in towards that video thumbnail and even if you’re not in that coveted number one position, you can still standout and thus attract potential buyers.

There’s quite a few studies about video and e-commerce. One good stat is shopping site visitors who watch a video are 64% more likely to buy than those who don’t. It’s obvious that incorporating video into your, e-commerce website and really for any website in the matter it’s really beneficial.

Now I’m going to pass it over to Janet who’s going to talk a little about an issue that we saw here at Search Mojo with videos and authorship.

Janet:

Thanks, Jessica. That was great. One thing that we’ve run into, just to give you a cautionary tale. It’s something really interesting that we’ve seen. Google started of course a lot of this rich snippet type of markup so not just with videos but all types of different types of content and one of the newest ones that Google is really hot on right now is called authorship markup.

This is where you might see a thumbnail of picture of a person. There actual like avatar type image showing up beside of the search result and that’s called authorship markup. Typically see it with blogs and publications. But what and it use to have to go in and actually setup a lot of this information yourself and do a lot of tie in.

However one thing that we seen is that we saw Google actually was looking for the word “by” like a byline type of situation like by Janet Driscoll Miller, so “by” followed by a name on the page. It was actually, even though we had our archive webinar pages marked up correctly with video schema and not with authorship schema, surprisingly guess what Google was showing the authorship rich snippet instead of the video rich snippet.

While that seems just fine and good, the reality was we wanted people to know that it was a video and all the video rich snippet information that goes along with that video. What we found was in looking at the page, Google was automatically adding authorship markup based on the fact that certain pages might say “by Jessica Davidson,” or “by Janet Driscoll Miller,” or “by Kari Rippetoe”. We needed to change the words on our pages actually overriding the schema markup we were trying to force on it.

It actually, even though we thought well maybe something’s wrong with our video schema. No, we tested it in our video testing using the, recipient testing tool with Google and sure enough even testing it, the recipient testing tool was telling us oh the video markup would show but that wasn’t the case.

Knowing that just keep an eye on that and keep an eye on the wording you put around those things. Because if you want that video rich snippet to show, and that’s really what you want to get in my opinion on this is not the authorship but the video, I would definitely, definitely keep an eye on the wording and see how things end up showing in your organic results because you’re going to want to make sure that you get the rich snippet you want when it does show.

Now that we’ve talked about organic let’s go into paid search and video and talk a little bit more about the paid side. I’m going to hand it over to Kari who’s going to run a quick poll about paid search and video. Kari take it away.

Kari:

Yes, indeed. Our next poll, “Are you currently using video in conjunction with your paid search campaign?” This is a multi-answer poll so you can choose as many as apply. If you’re using them on your landing pages, within the ads yourself, itself, a video ad of some sort, or if you’re just not using video in your paid search campaigns at all. We’ll just take a few seconds.

Great and I’m going to close that out now. It looks like an overwhelming majority of you are not using video in your paid search campaigns as of yet. Janet is going to have some information for you to make the most of your videos within your paid search campaigns. Janet.

Janet:

Thank you, Kari. One of the things that we want to talk about today and Kari’s our Content Marketing Manager at Search Mojo and she will beat me over the head and remind me regularly that I need to always repurpose the stuff that I’m doing from a content perspective because she’ll be the first person to tell you content, especially video takes time to create.

Knowing that you want to use your assets and your video. Not just video but all types of content. Especially video because it takes so long to create in many cases, you want to repurpose what you can out of the video. I want to talk about a couple things you can do with paid search and video to get again more out of what you’re doing with video today or may not be doing but you can be doing.

First of all, let’s talk about video ads. You may not be aware that you can actually use video in certain types of advertising. Google Adwords, it’s available through the content network, you can run those ads and so if you look at the bottom left-and corner the enterprise quality voicemail ad there. That is an example of how a video ad would appear in Google.

You can also run ads inside of YouTube. That’s kind of interesting. They’re called TrueView Ads, I believe is what it’s called ads. You can actually set those up in Google Adwords as well to appear in YouTube videos.

And then LinkedIn. We do a lot of advertising in LinkedIn and found it to be very successful. You can use now videos in both self-serve and also the display ads in LinkedIn. However, I noticed a lot of folks aren’t using this yet.

The video ads in text ads that you see there in the middle example when you roll over and play that ad it will take up the entire space for that square and it will hide the other ads so it’s a great opportunity to really extend the visibility of your ad and maybe get some more clicks but it’s very, very new so we don’t have a lot of stats on how successful it is yet.

On the right-hand side, I have an example of a video ad that’s playing in LinkedIn. But again these are not, we don’t see them very often yet and I think that it’s just still so new that a lot of advertising haven’t experimented with it just yet.

Another thing I want to talk about is using video on your landing pages. I definitely encourage you to try using video on your landing pages because we know that video is very successful in other types of content marketing. There’s some basic rules you should definitely put into place if you’re going to try to put video on your landing pages.

The first one is, I do not recommend setting your video to auto play. There’s many reasons for this, many. Some of them my own personal reason. I hate auto play as a user but there’s also some other reason we’ll get into from an analysis perspective at the end of the presentation today.

The other thing is you want to give your video lots of great visibility so one place you can do it is put it where we would normally call the hero shot. Which is the main placement of the image on a page where it’s the upper left hand corner or high on the page so people can see it.

Make sure your video delivers on your promise. In other words, if you make a promise of certain types of content in the ad and someone clicks on the ad, your text ad comes through to your landing page. Make sure that your video content is about that particular topic. Don’t give them something out in left field.

Make sure, this is really important with any kind of video. You want to make sure you have optimal load times. You do not want someone sitting on your landing page. You only have about eight seconds I think is on average to convince someone to stay or leave your landing page. It’s not a lot of time. If your video is taking forever to load, they may abandon your page much faster.

You also want to test different elements of your video where you can like the length of the video, where do people abandon? We can talk about that a little bit more in the analytics section we have some approaches for that. Also, use Google analytics to measure your success. That can be very, very helpful.

Now today you can use, we’ll talk a little bit more again in the analytics portion of this presentation about how you can set up certain tracking to see if your video is meeting certain goals and that’s really, really helpful.

Now you can’t make the assumption necessarily that video is better than everything else but at the same time, I love debunking myth. I love to debunk a myth. I saw this great article a while back in B2B magazine about how whitepapers were absolutely, 100% the best way to get B2B leads.

Then I ran a test with a client of ours and we put a video versus a whitepaper offer on a landing page and low and behold, even though they are a B2B software company the whitepaper should have performed better. Guess what, the video outperformed the whitepaper by 4 to 1. You can’t just read what you see in a magazine and say, “definitely video is better or whitepapers are better” what have you. Because we took this test and we said, “Hey, look at how great video did, let’s try it for Search Mojo.”

We decided to run a video landing page test with a video, video testimonial versus a case study that was written and see which one performed better. And interestingly enough, the case study that was written actually got us the flip flop of the set of data showing us that the video didn’t perform as well that the written work performed better.

You can’t just make assumptions. The moral of this story is don’t assume. Test everything. Not all video is created equal, first of all. That’s really something you need to keep in mind. That Video A versus Video B are very different in many ways. Video A and Video B may have different content, they may be different lengths of time, the speaker may be more dynamic on one video versus another, more attractive to look at, who knows? Any number of things.

And like I said, load time. If one video takes forever to load and the other ones faster, that’s really not judging all things equally. You just want to make sure you test everything you do. So next, we’re going to talk a little bit about video analytics and before we do, I’m going to hand it over to Kari for one last poll.

Kari:

Okay. Our last poll for today. This has to do with your content as a whole, not just video but, “How do you currently measure the success of your content?”

Again this is a multi-answer. You can choose all that apply. Are you measuring it by how much traffic you content sends to your website? How many leads it generates? How people engage with it like comments or social shares for instance? Is there another way you’re measuring the success of your content? Are you not sure, how you’re measuring it quite yet.

So just, give you a couple seconds to register your answer. Okay. I’m going to close this out now and share those results. A lot of you are measuring it by traffic and also leads generated. Janet is going to go through some other ways you can measure specifically measure you video content, measure the success on that, Janet.

Janet:

Thanks, Kari. Let’s go through this just like we talked, just like we set up the presentation originally. Let’s first talk about organic. How do you measure success from videos from organic search? Well, the first thing is we’ve talked about how video can rank really well and drive a lot of traffic.

One of the first things I encourage you to do is take a look at the rankings of the pages that have video on them and monitor that, which you can do through any number of different ranking traffic software. We use, as an example we use Advance Web Ranking quite a bit. There are a lot of free tools you can use.

Know what the URLs are of the pages and see how the rankings are changes. Monitor them on certain keywords. That’s number one. Number two is, you can look at the number of video pages that are indexed.

To the right here, I have a graphic showing a sample of where we have uploaded a video site map. Jessica had mentioned the XML video site maps. What you have to do is register those with webmaster tools with Google so that Google understands this video site map is sort of a map for me of where the videos are on the site and you can use webmaster tools to do that.

One of the handy things about having that is you can see here it shows me exactly how many of the video pages Google has actually indexed. On this one we have I believe 44 video pages and other those 44 every single one of them is indexed. That’s good. It helps us understand that Google is actually indexing those pages and that content. That’s very important.

Lastly, traffic to the video page is organic. Obviously this is one of the biggest metrics that all of you are concerned about is, “What is the real traffic look like?” and you can look at that through Google Analytics and look at specific pages as entry pages, how many people are coming in. Because it’s becoming much more difficult to look at it by keyword per se in Google Analytics because of the whole not provided issue where Google is hiding and encrypting some of the results.

What you want to do is take a look at, if you know the URLs again of these pages, go ahead, filter by entry page, and see which pages are bringing in the most traffic from the video. One thing that is really easy to do is for instance if you put all of your video pages in some folders like videos. You can just filter in Google Analytics by the word videos and you could see all the pages that are in the subfolders and how they’re performing for you from an organic perspective.

On a paid side, you know the biggest measurement I think is obviously the conversion on video landing pages. Because really that’s what you care the most about in typically in paid searches. How many conversions, how many leads am I getting, that sort of thing.

You can use Google Analytics experiments to do A-B testing just like the examples I showed you earlier with the video versus whitepaper offer or the video versus case study offer. We simply use Google Analytics to do A-B testing and say here’s version one with a video, here’s version two without.

Or you can even do one two different versions where you say here is landing page A that has a longer video here’s one with a shorter video. Here’s one with a woman versus a man. Here’s one with a really great speaker with somebody then who is not a great speaker. Whatever you want to do. Try it all and see what you come up with.

Again, you can’t just assume just because one test shows you one result, don’t assume that that means that it’s the same for every time that you’re going to run a landing page.

One thing that’s advancing Google Analytics that’s really awesome if you want to measure engagement. Jessica mentioned earlier that Zappos or well Zappos, not necessarily Zappos but any e-commerce site that what they’re finding is 64% that watch the video convert and purchase. That’s a huge number. Sixty-four percent, that’s two-thirds of the people that watch the video.

If you’re going to put video especially like an e-commerce page and we know that the people who watch it are more likely to convert it would be important I would think to track things like how many people are playing the video. You can see that through tools like Event Tracking Google Analytics. Where you can track the interaction people have with the video. Like do they play-, how many people play it, how many pause it, where do they pause it, where do they play it, where do they stop, how many download it.

You can even look at things like player type. If that’s an issue for you and your webmaster and you’re trying to figure out what video is preferential, what type of video does most of our users like, you can look at player type.

Then you can track certain actions as goals. As we said with the e-commerce example, if you want, if you know the people who play the video, 64% of them are likely to convert and purchase, you want obviously have as many people as possible play the video so you can take a look at, as a goal in Google Analytics how people actually play it.

Another reason I mentioned earlier that I was going to give you another reason you should avoid auto play. Avoid it like the plague in my opinion but you know some people feel like auto play is good for different reasons you can always test it but I don’t like it personally.

Another reason you want to avoid it mucks with your bounce rate. If you do auto play and you have Event Tracking going on in Google Analytics, Google Analytics tells you that because the video starts to play and you have Event Tracking on that video, it says basically an event has been tracked it started to play that means the person didn’t bounce they took an action on the page essentially.

If you have Event Tracking going on and you have Event Tracking on a video and it’s on auto play, your bounce rate for that page will always be zero. So knowing that you know if you want to know about your bounce rate keep that in mind with the whole auto play situation.

Well and lastly I just want to say, video is hard to test. It’s great, it has a lot of potential for you but it can be very difficult to test because let’s face it many of the reasons you all may not be doing videos today because it’s not typically as flexible as HTML or text based content. It often takes special skills to edit.

It’s not like just editing any old webpage, it’s more like having to have someone with special video editing skills that can go in and fix this tweak that make it shorter. It’s so much faster and easier with text and that’s probably why most people probably default to it.

However, that means if you do video and you take the time to do these types of things as Jessica mentioned and especially organic, you can really stand out from the competition because not everyone’s doing it. What a great advantage it can give you if you’re willing to make the investment.

The other thing is each video is different. As I mentioned earlier, you have a different speaker, you have different content so not all video is created the same. It’s important to think of video as the medium. Just as a webpage is a medium to get content out there to get content out there. Video is just a medium.

The reality is the reasons all videos aren’t the same is just the same all web pages aren’t the same. It’s because the content, the imagery, all of that are different within each video. Those things matter. What you’re saying in the video if what you’re saying in the video is a terrible offer you know you say, you know this is going to, well whatever terrible offer you want to offer the video the reality is, it’s not necessarily a measurement that the video itself is bad it’s a measure that that video is bad.

So just remember that, treat it as not just video as a whole medium based on one piece of content. Realize that it’s a mechanism to get content to a user. Don’t judge the mechanism by the content contained within the mechanism per se. Don’t automatically rule out video because one video was bad. With that, I’m going to turn it back over to Kari.

Kari:

Great. Thank you so much. We’re actually running very early today so we’re going to have plenty time for Q & A. Just to go through some last slides here. If you interested in hearing about Search Mojo, you can reach out to Janet herself and start a conversation. There is her contact information there and…would just able to advance over to our advance webinar, which won’t be until January so we’re giving you the holidays off.

Our next one is going to be January 10th, Leveraging Local SEO for More Leads. That’s going to be a 30-minute webinar. That will be presented by our Account Director, Amanda Chaney. That is where you can go to register today for that webinar, SearchMojo.com/local.

There is Janet and Jessica’s contact information with their social media as well as the traditional channels as well. We will now do a little bit of Q & A. We do have a little bit of questions coming in.

First of all and I think Jessica you may have mentioned this earlier but I think it does bear repeating, does embedding your video from YouTube onto your website count as also putting it on both? Will it get it ranked in both places?

Jessica:

Well, since it’s embedded on the actual page the video page on your website I would say yes. With the video embed through YouTube it also exists on its own YouTube page so it’s on both. I would suggest doing a YouTube channel so you can list all of your, have all of your videos readily accessible and then searches can see other videos as well.

Kari:

Here’s a really great question actually from Twitter relating to that even. If your site has a lot of videos on one page, how would that get ranked? Either one of you might be able to answer this question. What if your video, what if you site has many videos on every page?

Janet:

I’ll go ahead and take that one. I would discourage you from putting all your videos on one page. There’s a couple of reasons for that. One thing we didn’t really get too much into today is now Jessica did talk a little bit about Schema.org and how you markup video. It’s okay to have like a page of an index of showing all the different videos you have and people can click on to go to a specific page.

But just like any type of content that you might have on a webpage that you’re trying to SEO, the reality is that when you have lots of videos with lots of different topics and lots of content types and information in them it’s going to be hard to rank that one video for one keyword because there’s multiple ones on the page.

Just like we would say, for instance from our perspective my company is SEO, PPC, Content Marketing, and Social Marketing. We wouldn’t want to put all those videos on one page because we have four different keywords. You know four different areas. Ideally, what you want to do is put each video on its own page and then put textual content.

As Jessica touched on a little bit with the schema piece. Schema requires as does the markup requires textual content. Because remember the search engines can’t really watch the video. They can’t see the content contained the video or understand it or hear it. That’s why it relays, relies on schema so much and can get so much from it.

She was mentioning you can’t have hidden content. It has to be visible content. So you can’t use, if you are familiar with things like styles sheets you may know the display none tag right with style sheets. You could put text in there but not have it display.

Well the reality is we’ve seen where that has backfired on people trying to use it with schema. It has to display. If you have all this, these videos on individual pages, you can rank each individual page, each individual video.

And honestly from a search engine optimization perspective you really want as many pages as you can throughout your site because it gives you many, many, many more opportunities to rank different pages than it does just to rank just one page. Ideally, I think you can use that one page of videos as more of an index page to get them down on more specific page with one video.

Kari:

Great. We’ve got lots of great questions coming in so just going to, there’s some, there’s a really great one here. It’s a really basic question actually that a lot of people might have. A common question I should say. How do you embed a video on your website?

I think there is a number of different ways that you can do that. Usually the host will provide you with embed code. Whether it’s an enterprise solution like Brightcove which we actually use for our webinar videos for hosting or YouTube. Usually if you can upload your video to YouTube for instance, and then there’s a share option there’s usually a share button and you can click on that and it gives you a couple different ways to share.

You can either get yourself a URL, a short URL or it will give you options to create embed code. That you can take that code and put it into the HTML code of your webpage and then the video will show up. You can do that on any webpage you can do it on a blog post.

There is another question I think about WordPress as well and someone Janet you might be able to answer this better than I. If someone is using a WordPress plugin to put their videos on their site and they’re using the short code. Does it lessen the SEO effect as opposed to traditional embedding?

Janet:

It would depend on the plugin. That’s a great question. It depends on the plug-in because if the plugin is not automatically adding schema markup around that video, as Jessica said it won’t necessarily hurt your ranking but it won’t help you either because you won’t be having the schema markup which can help you get the video thumbnail.

The other problem is if you’re doing it in WordPress. Now if you’re using WordPress for you blog, right, WordPress can be used as a Content Management System as well. You may be using it for Content Management System; you may be using it for your blog.

If you are embedding on your blog, in a blog post, remember I mentioned the authorship issue. Authorship likely will override the video markup. From a ranking perspective, strictly ranking, you’re probably going to be fine if you’re embedding that video into a WordPress implementation.

But seeing how if it’s blog related and you’re not able to add schema, you’re probably not getting the full benefit that you could be getting on your video if you don’t add that schema and if you have authorship showing up on the page so just consider that also.

Kari:

Okay. Great. Let’s answer some questions, there was a really great one having to do with paid search and just in case you’re unfamiliar with what paid search is, what we’re referring to there. A lot of people may not be. It’s where you’re buying ads on search results pages.

So for instance Adwords. If you were to do a search on Google and you see all the natural search results in the middle of the page, the main part of the page but then up top and along the right side, you’ll see ads. That’s typically those are Adwords Ads and that typically what paid search is.

When we’re referring to video in paid search and Janet was talking about LinkedIn earlier, someone asked what is the difference between self-serve and LinkedIn Marketing Solutions?

Janet:

Another great question. LinkedIn Marketing Solutions is LinkedIn’s version of basically a display advertising network and it’s only in LinkedIn itself. LinkedIn currently they’re doing some, they’re starting to experiment with some retargeting but I don’t think that they have anything offsite right now. I’d have to double check on that.

The display ads are the ones you see they’re typically like you see a big box ad that, when we square an ad that you might see on a profile page or on the main page of LinkedIn. Those cost a minimum, you have to have a minimal insertion order with LinkedIn of $25,000 over a three-month period. They’re quite expensive.

However, that being said, they guarantee delivery. What that means it, let’s say I go into LinkedIn and I want to target marketing directors for non-profits. I can go in there and say I want okay, I want everyone who works in marketing for non-profits and they will guarantee that a certain number of impressions will be realized for that ad. That being said you pay by the impressions essentially on those ads as well so it may not be as lucrative in some cases because I know a lot of advertisers prefer pay by the click.

On the text, the text ad or the self-serve marketing side. They’re primarily text ads but you can now do video. You control those yourself. There is no minimum spend and you can pay by the click. There is no guarantee on delivery. You can’t, you’re not guaranteed you’ll get a certain number of impressions. That’s really the main difference is a guarantee on delivery more than anything.

We’ve found the text ads to be honestly to be just as effective. Surprisingly, I would have thought because the display ads had so much visibility that they would be getting more clicks but the reality is that the text ads do very, very well.

The other challenge sometimes with the LinkedIn Marketing Solutions ads is that you cannot always go very granular and niche in your targeting because of the fact that they are guaranteeing delivery. For instance if I said, I only want the people with the title of Marketing Specialist, who work in Washington, DC, who work for non-profits, that might be too small to guarantee the delivery but a text ads I can absolutely do that, the self-serve ads. That’s something to consider too, looking at those two options.

Kari:

We have a great question here having to do with analytics and Janet, I believe you had mentioned there were some free search analytics tools out there, what are some examples of some of those tools?

Janet:

So one ranking tools you can use I know is free is Aaron Wall over at SEO Book.com, has a tool you can use that will track rankings for you. The only challenge with his tool I believe it only tracks the top result for keywords, so that can be a challenge.

One of the reasons I like advance web ranking is I can do some filters and things like that. Look at certain, certain specific pages and that kind of thing. It’s not super expensive. I think Aaron’s tool is very from a free tool perspective if that’s what you’re looking for.

It’s just that you can’t get very granular like the domain that you’re looking at. If you’re trying to look at one specific page that can be a little bit of a challenge with that tool.

Kari:

And we have another really great, great, question about YouTube. Jessica, you might be able to answer this. Someone’s asking is it a good or bad thing as far as your SEO is concerned to copy the content of their page and put it in the description on YouTube, since we’re talking a lot about YouTube today and we’re getting a lot of great questions about it. Is this considered duplicate content, is this good or bad, what do you think?

Jessica:

I don’t think, since it’s considered putting your website, your videos on your website as well as YouTube. I don’t think it’s considered a duplicate content issue. If you’re trying to optimize for a particular keyword, I would definitely have the title the same. Bolded description, you could vary it a little bit. Definitely have the keyword you’re trying to optimize for in the description but I don’t as of right now it’s going to be detrimental in SEO duplicate content.

Kari:

Okay. Great. Thank you all so much for asking excellent, excellent questions and for coming to today’s webinar. We are running a little bit early but we get to let you out a little bit early now. Again, we have our contact information here for both Janet and Jessica and don’t forget to register for our next webinar in January on local SEO.

Thank you so much for coming and have a wonderful, wonderful weekend and happy holidays.