SMX Sydney 2012 – Robert Moorman – Developing a video content marketing campaign

This is a summary of Robert Moorman’s presentation at Search Marketing Expo / Online Marketer Conference held in Sydney 1-2 May 2012.Robert Moorman at SMX Sydney 2012

Robert Moorman is a Video Strategist at Hunting With Pixels, a company that specializes in strategic social video campaigns. Robert has over 20 years of experience working as a video producer for media organisations like Fremantle Media and MTV in the UK, Australia and Europe.

Content is king but distribution is queen, says Robert. Content is now about ideas, not tech. For example, 8 year olds who use iPads don’t need to know interface design in order to use it. Video content must be engaging, authentic, simple and memorable.

Robert kicked off showing a corporate video that emphasizes the relationships formed by a business rather than the product they sell.

 

Video Content Optimization

There are a couple of major things to remember when optimizing your video content, says Robert:

  • Highlight your branding early so people associate it with the visual message.
  • Include your call to action early, in case people don’t view the entire video.
  • Don’t forget audio quality. Poor audio will automatically reflect poorly on your brand. TEST it!
  • Short videos generally perform better. If possible, keep your videos to 2-3 minutes.
  • Use graphics and captions in your videos to highlight key points.
  • Be engaging and relevant.

Robert then showed a Nintendo 3DS promotional video that acknowledges the audience is smart. Clever approach, it worked well with the target market and had a viral impact because it was funny.

Video Distribution Channels

There are quite a few video distribution channels available – YouTube is not everything. So here are the options:

  • YouTube – the obvious choice.
  • Vimeo Pro – is an excellent HD quality hosting option.
  • Vid.ly - is great for video transcoding and checking if your video is viewable on multiple platforms.

Video Content Syndication Tips

  • Get your videos embedded by others. If you haven’t already read it, read The Tipping Point by Malcolm Gladwell. It will give you some ideas for how to make your videos memorable and sharable.
  • Make sure your videos are fully searchable. Fill out all the fields when uploading them to YouTube and other content placeholders. Put the http URL in the video title and/or video description so it becomes a clickable link.
  • Use playlists to your advantage.
  • When viewing YouTube, choose the right thumbnail, do keyword research to find popular related keywords.
  • Turn on transcription / subtitles when uploading your videos to create an automatic text version of your content.
  • Context matters – be wary of where your vid appears.
  • Use seeding and video advertising platforms – eg. TubeMogul or YouTube advertising to auto distribute your video content via similar content.

Video Marketing Tips

  • Be sharable – use video plugins that make it easy.
  • Be easy to use.
  • Make your video content easily navigable.
  • Don’t use shortcuts – quality is key with video content.
  • Use YouTube analytics to keep up with viewer statistics and tweak your videos based on viewer activity.
  • If you need to create a video-based site, try Vidcaster – instant micro websites made for videos.
  • For tips on how to SEO your videos, read Reelseo.com regularly.

Robert then talked about a new marketing trend – interactive video content. He showed the Choose a Different Ending video that paused and gave viewers two storyline options to choose from eg. “take the knife”, or “don’t take the knife”, like the alternative ending books you used to read as a kid. Ultimately, you choose whether to live or die. The video was created by DropTheWeapons.org as an awareness tool to break the circle of youth violence and weapons crime.

Robert then showed a video that was a Flash video that entirely mimicked a YouTube page – A Hunter Shoots a Bear – with the word *shoots* able to be replaced by user chosen via keyboard [fun tip - type in *dances with*]. It was a clever ad for Tipp-Ex correction fluid. Apparently they shot over 100 different keyword scenarios. Robert showed another where the company had created an entire website just using video.

In summary, video marketing doesn’t have to be difficult or expensive. Just give it a go. Look into buying a mid range video camera, a cheapish background screen and a spotlight in order to DIY videos for your site. You can get an entire package for under $1,200.

 

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SMX Sydney 2012 – Anne Kennedy – Duplication, syndication & all that other mess

This is a summary of Anne Kennedy’s presentation at Search Marketing Expo / Online Marketer Conference held in Sydney 1-2 May 2012.Anne Kennedy at SMX Sydney 2012

Anne Kennedy has co-authored the first book on international SEO and PPC, called Global Search Engine Marketing. Anne provides search engine consulting to hundreds of companies worldwide and formed an international online marketing consortium with Nordic eMarketing in Reykjavik, London, Stockholm, Rome and Beijing.

Duplicate content happens, says Anne. URL duplication is a big one. This is where you see several different versions of the same page being indexed and/or linked to. For example:

- http://www.site.com
- http://site.com
- http://www.site.com/index.shtml
- http://iste.com/index.shtml

and so on.

You should always use the Rel=canonical tag to lose the canonical versions of pages and also let Google know in Webmaster Tools which version of your pages to index.

Anne says to watch your crawl budget. Your crawl budget is the percentage of your site that Googlebot will crawl. Googlebot rarely crawls your entire site, so keep your low quality pages out of the index by excluding them from your sitemap and blocking them using robots.txt.

Common Duplication Causes

A very common duplicate content mistake is to have printer-friendly versions of your content. Whatever you do, lose the print friendly versions from your sitemap!

Use 301 redirects on your pages, but only when necessary because not all link value will transfer to your replacement pages. PageRank will not transfer 100 percent over to pages if you 301 redirect them – keep that in mind.

Think about using a separate XML feed for your product pages, says Anne. Separate out your e-commerce or product-specific pages from your main sitemap and create a sitemap just for them. Upload the two sitemaps separately in your Google Webmaster Tools account.

Content syndication and site scraping can cause duplicate content headaches. If you are an article syndicator or blogger, make sure you link back to the original article with the title in the anchor text within the article, not the footer, because some syndications sites strip links out of footers. Require syndicators to use the canonical url version or require a no index (exclusion) of the article link in their robots.txt. This will ensure Google finds the original article more easily.

Another trick is to give syndicators a logo or image to go with the article that contains a link to your article and article title in the alt tag of the logo/image. Syndicators will often miss those.

Be sure to update your XML sitemap immediately whenever you publish a new article or blog post – you can use WordPress plugins to update your sitemap automatically for this.

If your article is out of date or no longer accurate and you want it gone from the SERPs for good, use a 410 code to tell Google the article is GONE. This is a more permanent solution than 404.

Dont put your international content on your English TLD. If you want your content to rank well in a particular international market, you should put the content on a related TLD e.g. a German language site should site on site.de or at the very least, de.site.com. Your international content will rank better in regional markets if you have links pointing to it from related TLDs e.g. site.de will rank better in Google.de if it has plenty of .de sites linking to it.

And finally – dont leave it up to the bots! Take control of your content.

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SMX Sydney 2012 – Stephan Spencer – SEO in 2012

This is a summary of Stephan Spencer’s presentation at Search Marketing Expo / Online Marketer Conference held in Sydney 1-2 May 2012.

Stephan Spencer is the author of two books: Google Power Search and The Art of SEO. He is also the founder of search marketing firm Netconcepts.

Stephan starts by talking about Google’s Penguin algorithm update released on 24 April. A lot of people were hurt by the algo change which impacts 3.1% of searches. Stephan says, if you haven’t already done so, remove any dodgy SEO tactics NOW. Google is keeping a rap sheet on you – too many infractions and you could get hit.

The algorithm is basically about killing old dodgy SEO – nothing new. Lots of customers are receiving warnings in their Webmaster Tools console about spam signals such as link networks. Google Search + Your World is becoming more important now and they are trying to clean up the SERPs to display more of this social content and improve user experience.

Stephan says to give your content a better chance of being shown in SERPs, make sure your content is above the fold. Google is now distinguishing pages that have ads above the fold and filtering them out. Google is also giving more relevance weight to fresh content, so make sure you blog, post or update regularly.

A leaked copy of the Google’s Quality Raters Handbook 2011 edition shows that user intent, malware, oudated or shallow content can impact your site ranking. Sites with lots of ads can be impacted. Keyword stuffed URLs can signal spam. Google’s Panda update was about low quality pages, but Penguin is about spam. Keep in mind that Panda impacts whole sites rather than individual pages.

You should also look at the number of clicks it takes to reach each page on your site. Make quality content easier to find. Something not widely realized is that Google Instant can interfere with your URLs if you use URL parameters. One tip, says Stephan, is to use position tracking in the SERPs to determine your site’s *actual* position and then find vulnerable ranking pages above you that wouldn’t take much SEO in order to overtake them.

Keep in mind that you need to be logged in to Adwords to see historical keyword trending. You won’t see historical data if you use the Google Keywords tool without logging in, says Stephan. Also – very important – make sure you only ever research your search terms using [exact match] in the Google keywords tool, otherwise data will be skewed and inaccurate.

When it comes to SEO for videos, track your YouTube rankings using the Online Video Optimization Tracker Voot.net. It’s currently in BETA but you can request an invitation. Another tip for video optimization is to optimize your YouTube video thumbnail rather than SERP position.

You can follow Stephan on Twitter via @sspencer.

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Presentations from SMX Sydney 2012

Hi folks

Sorry I haven’t been updating the blog daily lately, but I’ve been traveling, amongst other things. Last week I attended the Search Marketing Expo / Online Marketer Conference held in Sydney from 1-2 May 2012.

I’ve attended nearly every SMX event held in Australia and although I enjoy them immensely, I rarely learn anything new. It’s a credit to the organizers that this year, I came away with an enormous amount of exciting, cutting edge industry information, helpful new tools to play with and the inspiration to take Search Engine College in a new direction.

I have been positively itching to apply some of these new ideas into my own business, but first, I thought I’d share with you some of the inspiring presentations I witnessed at the conference. Over the next couple of weeks, I will post summaries of the best speakers and notes and ideas I jotted down during their sessions. Where allowed, I’ll post a link to their slide decks as well, so you can absorb a bit more detail that I may have missed (we had some fast talkers this year!).

Feel free to comment on any of the posts – I’d be interested to hear how the rest of you interpret the sessions as well.

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Are you going to the Sydney Search Marketing Expo 2012?

SMX Sydney 2012Long term readers of this blog will know that I’m a regular attendee of the Search Marketing Expo conference series. The Sydney show always draws a big crowd and impressive speakers and I love having the opportunity to mingle with fellow SEO geeks who understand what I’m talking about when I mention things like URL canonicalization.

Due to the earthquake here in Christchurch last February and the following work/life upheaval, I missed out on attending last year’s Sydney conference. But it’s almost that time of year again and I’m very much looking forward to being part of this year’s event.

Whether you are new to search marketing or a veteran, if you live in Australia or New Zealand, the Search Marketing Expo 2012 is well worth the attendance fee. Now in its sixth year, the event covers all levels, from newbies right up to experienced search marketers, with several events running at the same time under the umbrella banner of the Online Marketer Expo & Conference Series. Here’s a run-down of the individual events:

SMX Sydney is the main event, designed for online marketer practitioners with mid to high level experience (no basics sessions!). This event is designed to help you learn how to measure and increase website value and online marketing results. SMX Sydney requires a skill level in SEO or PPC o at least 2-3 years on the job experience.

The SEO Marketer Workshop (SEO Elite) is designed for persons with at least 5 years experience in SEO. The content in these sessions is of a highly advanced and technical nature and is suitable for hard core SEO practitioners.

Online Marketer Bootcamp is designed for newbies and those with an entry level knowledge. At Online Marketer Boot Camp, you’ll learn the fundamentals of search engine optimisation, pay per click advertising, social media and email marketing.

eMetrics Marketing Summit is designed to help you learn about the techniques and tools to guide your Marketing departments efforts to streamline customer acquisition, conversion and retention to make more, spend less and increase customer satisfaction.about the optimisation of marketing, NOT how to do marketing. eMetrics is primarily for Marketing Managers, Web Analyst or Business Intelligence experts.

The Mobile Marketer Workshop is suited to persons with at least 1-2 years experience in online marketing looking to increase their skill levels in mobile and tablet based marketing. The content in this event is of an intermediate level and not suitable for beginners.

The Email Marketer Workshop is a new addition to the conference line up for 2012. This workshop is suited to persons with at least 1-2 years experience in online marketing looking to increase their skill levels in email marketing. The content in this event is of an intermediate level and not suitable for beginners.

The Social Marketer Workshop is another new addition to the conference line up for 2012. This workshop is suited to persons with at least 1-2 years experience in online marketing looking to increase their skill levels in social media marketing. The content in these sessions is of an intermediate level and not suitable for beginners.

As well as all these amazing sessions, there’s a harbour cruise on the Tuesday night. So if you haven’t already got your pass, better get in quick and choose your pass option.

See you there!

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