This presentation was given at the 2010 video commerce summit. "Building on the Success of Video with New PPC and SEO Strategies" covers ecommerce website video seo, youtube SEO for ecommerce, and ppc/paid video placement opportunities with YouTube and youTube's promoted videos program.

2. Agenda
•
Research
on
E-­‐Commerce
&
SEO
•
Video
SEO
for
E-­‐Commerce
Websites
•
Landing
Pages
•
Ge,ng
into
search
engines
•
YouTube
SEO
•
Why
YouTube
•
YouTube
SEO
Tips
•
YouTube
&
E-­‐Commerce
•
Driving
Conversions
•
Promoted
Videos
•
Tracking
and
Google
analyCcs
URLs
•
Branding
vs.
direct
product
videos
•
Op?miza?on
?ps
For
Product
Videos
•
Pilots
and
Exci?ng
New
Things
•
Q/A

3. Mark
Robertson
-­‐
ME
• ReelSEO.com
Founder,
Webmaster,
Customer
Service
Rep,
Author,
etc…
• ExperCse
– Search
engine
opCmizaCon
– Online
video
publishing
– Search,
search,
&
more
search
• Not
so
much
– Dynamic
speaking
– Video
producCon
– Ecommerce
– Baseball

4. What
is
ReelSEO.com?
Video
+
Business
We’re
not
just
about
SEO…
We
believe
that
in
order
to
opCmize
video,
there
is
a
lot
more
to
learn.
ReelSEO.com
is
The
Online
Video
Marketer’s
Guide
–
focused
on
internet
video
markeCng,
video
adverCsing,
SEO,
video
producCon,
the
online
video
industry,
social
media,
YouTube,
and
anything
else
that
can
help
marketers
leverage
the
power
of
online
video.
We
are
here
to
help
evangelize
for
the
industry,
collect
and
disseminate
best
pracCces,
and
learn
a
liVle
bit
while
doing
it.
News,
Commentary,
Tips,
How-­‐To’s:
Video Marketing Video Advertising Video Technology
Video SEO Viral Video YouTube
Video Search Video Production Video Platforms
Research & Trends E-Commerce Video Mobile Video
Legal Issues Tools and Software HTML5 Video
Site
-­‐
hVp://www.reelseo.com/
Feed
-­‐
hVp://www.reelseo.com/feed/
TwiVer
-­‐
@reelseo

6. Source:
Internet
Retailer
Survey
–
February
2010

7. 30,317,131,000 *
Vs.15,500,000,000
Search
Queries
**
*U.S.
Comscore
Video
Metrix
-­‐
Videos
Viewed
–
April
2010
|
**
ComScore
Core
Search
Report
–
April
2010

8. • Searches
for
Video
–
38%
of
all
US
online
users
report
using
search
engine
results
to
discover
video
1
–
vs.
from
portal
(19%)
vs.
other
video
desCnaCon
sites
(11%)
• YouTube
Searching
–
54%
of
online
consumers
reported
using
the
site
to
discover
video
1
– Dec
2008
–
2nd
largest
search
engine
in
US2
– Dec
2009
–
3.9B
queries
=
28%
of
all
Google
queries2
• Search
Engine
Referral
Traffic
–
Share
of
video
referral
traffic
from
search
engines
4
• 11.81%
-­‐
general
&
video
search
engines
(YouTube
excluded)
– 23%
of
traffic
to
YouTube
originates
from
Google
3
Sources:
1JupiterResearch/NPD
Group
Individual
User
Survey
(6/08)
|
2
Comscore
Search
Rankings
(6/09)
|
3Compete.com
|
4Tubemogul
(2/09)

9. • Videos
Dominate
Universal
Search
– 38%
of
users
who
searched
Google
were
served
video
in
Universal
search
engine
results
pages
(‘08)
• Google
Video
=
21.5M
Unique/Month
Source
–
“Google
Universal
Search
Results
Searcher
PenetraRon
by
Result
Type”
–
ComScore
–
Jan
2008

11. Generate
traffic
to
your
website
&
your
video
content
Benefits:
• Control:
– on-­‐page
text
– user-­‐experience,
etc...
– acCon/conversions
– brand
experience
• BeVer
measurement
capabiliCes
• Generate
direct
traffic
• Exposure
to
related
content
• Can
strengthen
overall
website
SEO

12. “Thumbnail
Power”
-­‐
Traffic
goes
directly
to
Overstock.com
-­‐
9980
product
videos
indexed
in
Google.

13. Why
is
this
important
–
Thumbnail
Power!
Regular
SERPS
Universal
SERPS

14. Wont
YouTube
videos
trump
ours?
-­‐
YouTube
CannibalizaCon?
• Not
necessarily:
Why?
– Topical
Authority
– Blended
vs.
Universal
Search
• In
Fact
=
Opportunity
– Early
advantage

15. 76%
retailers
have
no
tangible
video
presence
on
Google
(<10
videos)
• Top
200
Retailers
– 4%
of
the
top
200
retailers
have
>100
videos
indexed
by
Google
– <
10
%
had
more
than
10
videos
indexed
• Successful
Retailers
– Amazon,
Overstock
and
NFL.com
10’s
of
thousands
of
videos
indexed
Source
–
SundaySky
State
of
Video
in
E-­‐Commerce
Report,
7/2010

16. Keep
in
Mind:
Video
SEO
is
merely
an
extension
of
website
SEO
Website
Video
SEO
Steps:
1. Focus
1st
on
SEO
for
E-­‐commerce
website
– Keyword
research
– Site
architecture
– On-­‐page
SEO
factors
– Off-­‐page
SEO
factors
(inbound
linking/PR)
2. Create
opCmized
landing
pages
for
each
video
– Be
careful
in
how
you
publish
video
3. Create
feeds/XML
for
videos
4. Submit
videos
to
search
engines
5. Measure,
track
and
refine

17. Crea?ng
a
Video
Landing
Page
• 1
Video/URL
Video
Landing
Page
Anatomy
• Unique
URLS
w/Keywords
• Same
domain
(video
can
be
hosted
outside)
Op?mize
the
Video
Landing
Page
• SEO
principles
for
Ctles,
URLs,
metadata,
H1,
etc…
• Keyword
anchor
text
to
URLs
Provide
Context
to
Surround
Video
• As
always
-­‐
accessibility
=
SEO
• Contextually
related
links
(products,
videos,
arCcles)
• Related
on-­‐page
text
(tags,
transcripts,
comments)

18. Don’t
make
it
difficult
for
users
to
find
your
videos
• Thumbnail
vs.
icon
vs.
“click
here
for
video”
=
Thumbnail
• Incorporate
video
results
within
own
site
search
Publishing
for
SEO
• Use
Embedded
Players
• Don’t
use
popups
–
(i.e.
“click
to
watch
video”

pop-­‐up)
• Avoid
external
js,
if
possible

19. Search
Engines
Crawl
to
Find
Video
• Link
to
Video
File
–
traffic
to
video
file
vs.
page,
not
reliable
Submission
is
Be[er
–
Tell
The
Search
Engines
About
Your
Videos
• Google
supports
both
MRSS
and
XML
video
sitemaps
• Other
search
engines
support
MRSS
• XML
sitemaps
(beVer)
– Allows
you
to
specify
player,
thumbnail,
and
“allow
play”
Tips
for
Sitemaps
• Robots.txt
-­‐
include
sitemaps
and
allow
URL
crawling
• Publish
both
video
sitemap
and
regular
xml
sitemap
• Titles
are
given
disproporConate
weighCng
• Tell
search
engines
which
thumbnail
to
use
• Contact
search
engines
for
specific
guidelines
–
many
outdated

20. 1. Googlebot
Crawls
Web
&
Finds
Video
3. MRSS
Feeds
Or
XML
Sitemaps
– Step
1)
Tell
Google
where
your
video
resides
• MRSS
Feeds
or
Video
XML
Sitemaps
– Step
2)
Google
crawls
page
to
verify
video
exists
– Video
indexed
in
Google
video
– Available
via
universal
search
results
– Thumbnails
displayed
if
appropriate
4. Facebook
Share
Markup
5. Yahoo
Search
Monkey
RDF
6. HTML5
–
SCll
Requires
Sitemap

21. Page
Load
Times
are
Cri?cal
Create
Compelling
Thumbnails
– Eye-­‐catching,
relevant,
high
quality
– Which
one
would
you
choose?
• “Flip
Mino
HD”

23. 13,087,462,000 2
Billion
video
views/day
=
23,000
videos/second
**
3,705,000,000 **
*U.S.
Comscore
Video
Metrix
-­‐
Videos
Viewed
–
April
2010
|
**
ComScore
Core
Search
Report
–
April
2010

24. Search Queries (MM)
Google YouTube
Yahoo!
Search
Search

25. “Publishing
e-­‐commerce
videos
to
YouTube
in
addiRon
to
the
adequate
product
page
is
something
I
would
consider
a
must”
-­‐
Xavier
Casanova,
Liveclicker
Current
State
• 24%
retailers
not
present
on
YouTube
• 24%
of
top
retailers
have
limited
presence
–
inacCve
channel
Opportunity?
• 30%
have
>
1
M
video
views
• 34%
of
top
retailers
have
>100
videos
on
their
channels.
Source
–
SundaySky
State
of
Video
in
E-­‐Commerce
Report,
7/2010

26. Quality
content
SEO
Audience
Basics

27. 2
ways
retailers
can
use
YouTube
1. Brand
PromoCon
&
Awareness
– Blendtec
=
300K
subscribers
+
131M
video
views
– Old
Spice
=
100K
subscribers
+
70M
video
views
– Victoria’s
Secret
=
25K
subscribers
+
150M
video
views
2. Direct
Response
– YouTube
syndicaCon
can
result
in
direct-­‐
response
if
done
properly

28. Not
TV
Adver?sing
-­‐
Lean
Back
vs.
Lean
Forward
Consider
going
beyond
product
videos
• Consider
the
audience
on
YouTube
• No
viral
product
videos
Telling
a
story:
• Shorter
is
almost
always
sweeter
• Focus
on
first
15
sec
• Engage
customers
• Educate
customers
• Point
of
differenCaCon
http://www.youtube.com/user/Blendtec
• Entertain
customers
Sales increased 700%, 5X the company's old record
• Be
different
• Write
with
keyword
in
mind
(if
applicable)

29. YouTube
Ranking
Factors
– Title
– DescripCon
– Tags
– Views
&
frequency
– Likes,
dislikes
– Playlist
addiCons
– Flagging
– Shares
– Comments
– Age
of
video
– Video
Responses
– Subscribers
– Favorites
– Embeds
&
inbound
links

30. More
Possible
YouTube
Ranking
Factors
• Social
Media
AcCvity
&
Buzz
• Blogs
• Degree
&
frequency
of
community
• News/Press/Press
Release
interacCon
• Crowd
Sourcing
–
Influencers
&
• Playlists
Media
• Flagging
• YouTube
Partner
Program
• Honors
• Close
CapConing/transcripCons
• Insight/Trends/AnalyCcs
indicators
• BulleCns
• Authority
Channel
(Ex:
BMW)
• Google
&
YouTube
searches
• Channel
Views
• Social
Bookmarking

31. Titles
are
important
• Trade-­‐off
=
Search
keywords
vs.
enCcing
Ctles
Maximize
descrip?ve
text
• Leverage
descripCons
liberally
(5000
characters)
• Leverage
tags
–
opCmize
&
de-­‐opCmize
(no
spam)
• Important
keywords
first
in
Ctles,
descripCons
&
tags
Enable
interac?on
• Embedding
and
sharing
• CommenCng
and
raCng
Consider
manually
uploading
or
API
• More
characters
available
• Geo-­‐tagging,
CC,
AnnotaCons,
etc…
• You
really
should
be
an
acCve
community
member
anyway

32. Add
URLs
to
descrip?ons
• Track
with
Cny
URLs
Leverage
annota?ons
• Drive
viewers
to
other
videos
Engage
the
community
• Subscribe
to
relevant
users
• Add
video
responses
when
appropriate
• Encourage
linking
and
embedding
Don’t
Ignore
your
Channel
• Channel
URLs
followed
• Site
URL
followed

33. • It’s
more
than
YouTube
now.
• Compe&&ve
keywords
require
addiConal
effort
OUTSIDE
of
YouTube

34. • Distribute
via
most
popular
YouTube
channel
available
to
you
• Leverage
social
sharing
funcConaliCes
• Post
to
your
blog
• Crowd
source
-­‐Target/Use
Key
Influences
• Spread
the
word
internally
– Encourage
your
company
to
help
seed/spread
the
word

35. Closed
Cap?ons:
•
YouTube
&
Google
Index
CC
•
CC/SubCtles
don’t
require
audio
•
Can
help
with
longtail
searches
•
Have
script?

36. Track,
Measure
and
Learn!

37. YOUTUBE
CONVERSION
TIPS
Driving
YouTube
viewers
back
to
you

38. Video
Conversion
-­‐
Driving
Viewers
Home
How
can
you
drive
interested
YouTube
viewers
back
to
your
website?
1)
URL
in
DescripCon
2)
In-­‐Video
Calls
to
AcCon
-­‐
Must
include
hVp://
-­‐
Use
URL
shortener
–
tracking,
nofollow
-­‐ Teasers,
Coupons,
Promo
codes,
Call
tracking
#’s,
Unique
URLs,
Etc…

39. Benefits
• Reach
users
as
they
are
searching
on
YouTube
–
2nd
Largest
SE
• Keyword-­‐based
• Pay
only
when
someone
clicks
to
watch
your
video
–
Set
maximum
CPC
• Videos
surface
on:
– YouTube
Search
Results
pages
– Related
Videos
– YouTube
homepage
• Audience
acCvely
opts-­‐in
• Overlay
ad
drive
conversion
• Control
your
brand
• Avoid
compeCtor
ads
on
your
videos
• Autoplay
on
channel
homepage

40. Drive
Viewers
Home
• Bonus
=
Free
call
to
acCon
overlay
• Auto-­‐play
on
channel
=
more
views
• Starts
at
$0.01
CPC
• Cost
per
click
off-­‐site?
$0.00
• What
you
don’t
know?
– Overlay
is
yours
regardless
=
FREE

41. Ecommerce
tracking
with
Google
Analy?cs
• Google
URL
builder
–
create
tracking
URL
• Use
the
URL
shortener
of
your
choice
to
make
the
URL
palatable
or
branded
• Display
the
URL
within
your
video,
annotaCons,
leading
your
descripCon,
or
in
overlay
ads.
• Voila!
When
someone
clicks
on
your
YouTube
video
URL
and
buys
something,
Google
AnalyCcs
will
tell
you
how
much
revenue
was
generated
via
TRAFFIC
SOURCES>CAMPAIGNS>(Your
label)

42. TIPS
FOR
PRODUCT
VIDEOS

43. Think
about
the
words
users
would
type
to
find
your
pages,
and
make
sure
that
your
site
actually
includes
those
words
within
it."
(Google
Guidelines)
• Demo
test
“Tires”
• Keyword
research
– Not
everyone
searches
the
same
way
– Tools
• Google
Search
Insight
• SEOBook.com
• “Related
Searches”
• Keywords
for
e-­‐commerce
Review
Test
DemonstraCon
Buy
How-­‐to
Model
&
SKU
#’s

45. Longtail
Keywords
for
Product
Pages
Facts:
•
The
majority
of
searches
are
1-­‐3
keywords
•
Queries
with
4-­‐8
keywords
up
YOY
•
Long
tail
keywords
are:
–
Easier
to
rank
for
in
search
–
Cheaper
to
buy
for
PPC
–
Typically
result
in
higher
conversion
%

46. Avoid
Manufacturer
Product
Descrip?ons
• Resist
the
urge.
When
possible,
re-­‐write
descripCons
-­‐
make
unique
Allow
your
customers
to
comment
and
tag
products
with
their
own
keywords
• Start
ranking
for
slang
keywords
that
you
would
have
never
thought
of..
Use
keywords
in
anchor
text
• On
category
pages,
link
to
the
individual
product
pages
with
good
anchor
text
– No
-­‐
“click
here”
or
“more
info”
– Yes
–
“Canon
HF-­‐10
Review
Video”
Links
in
Product
Descrip?ons
• Create
keyword
rich
links
in
product
descripCons
of
one
product
to
another

47. NEW
OPPORTUNITIES
IN
PAID
E-­‐COMMERCE
VIDEO
PLACEMENT

48. “Plus Box” Pilot
Program
• Started 2/2009
• Jury still out on
effectiveness –
works best for
entertainment