How To Distribute Web Video Content

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VIDEO DISTRIBUTION
Maximum exposure, minimum work.
David: Ok, in this session we’re going to be talking about what do we do once we’ve got
the videos. We went through how do you set up your home studio, what equipment to get.
Ben also talked about then what do we do once we’ve recorded that video, how do we edit
it, what things do we add into the video. Now we go to the final piece in the puzzle which
is making sure that we get maximum distribution for that video.
YouTube Facts
The first thing that I want to talk about is
YouTube and I’m not going to go into any
great detail in this because you’re all
already at the video seminar, so I don’t
have to sell you on the idea that video is
the place to go. What I do want to tell you
is YouTube needs to be the area that you
focus on and there are a few reasons for that. Obviously comScore, they’re a research
company based out in the States. They said that YouTube is now the number two search
engine. You may have heard people use that, so when people are looking for things they
go to Google number one, and then they go to YouTube number two.
Twenty-eight percent of all the searches done in the Google network, so the Google
network is all of their sites, 28% of them come from YouTube. So a big part of all of their
traffic is going through YouTube. YouTube has thirteen times more traffic than the position
number two. Of all the different video sharing sites out there, Hulu is currently sitting in
number two, but YouTube has thirteen times as many views. When you think about where
you’re going to focus your attention on, you make sure you focus on the big rocks and you
make sure that you put your attention into the things that are going to get you the biggest
impact.

The other things to keep in mind as well are some YouTube facts. YouTube is now the
default everywhere. It’s the default on all the Smartphones that come out. Whenever there
is any sort of video search, it’s all YouTube. When you think about a lot of the new TVs that
are coming out that have integrated in things like Google TV and even ones that don’t
have Google TV integrated, they all use YouTube as the default search engine. The Apple
TV uses YouTube as the default search engine.
Then you’ve also got the iPads. iPads have increased the consumption of video
significantly. Everybody is starting to use iPads to consume video, and the default on that –
YouTube. So I think you’re starting to get the pattern here. It’s all about YouTube.
The other thing to keep in mind, I think I heard Paul Colligan mention this one, which I
think is interesting. You don’t see Google search results in the YouTube search results. So
when you’re on YouTube and you’re typing something in, you don’t see normal listings
there. But when you’re on Google and you’re doing a search, what do you see? You see
videos in the normal search. That shows you when you do video, you not only have the
ability to dominate universal search and normal organic search through the google.com
but you can also dominate on YouTube as well.
Where to Spend Your Time?
What do we need to do? We need to make
sure we spend out time on YouTube. Ninety
per cent of what I do for any video work
starts with YouTube. When to use some
other sites. Some of the other sites that we
do use, we use Vimeo, Viddler and Amazon
S3, there are a whole lot of other different
services out there. These are the main ones that we use, you might use one that works well
for you. We use Vimeo. Vimeo is an excellent software, you can get an account. How much
do you pay to upgrade to the Pro versions? Fifty dollars or something like that and you’re
able to upload high quality videos into Vimeo.

You can then embed them and when you go the Pro account, you can remove a lot of the
branding. When you’re embedding YouTube videos onto your own website, it’s still got all
the YouTube video. You can do some things about turning off the referrers because at the
end of a video, a whole lot of those referring type videos pop up. You can turn that off but
there’s still all the YouTube branding, people can double click it and very easily get back to
it.
So we use Vimeo. The thing with Vimeo to keep in mind is, it’s not a commercial website,
they don’t allow you to have commercial content on Vimeo. So we only use Vimeo if I’m
giving away really good material. It might be an interview, it might be for the podcast
interviews. If I want to embed that into my website on podcastinterviews.com we might
use Vimeo because we’re not using it for commercial content and I want it to be less
YouTube branded.
YouTube to a certain extent can look at bit unprofessional. You don’t see any big Fortune
500 embedding YouTube video throughout their sites. There are exceptions and I think
people are getting more comfortable with seeing YouTube embedded into websites. I
even recommend for some clients, some clients will embed the video into their website
because there are some other benefits from an SEO point of view when you’ve got those
videos embedded into high quality pages. But we tend towards Vimeo in that
circumstance.
Viddler is the other one that I use so Viddler is when I’m doing commercial content. I like to
use video streaming services, YouTube, Vimeo and Viddler before I use Amazon S3. All of
those sites, their core competencies are online web video. So they know how to encode
and get the best streaming of your video and making sure it gets delivered to the end user
in the best possible format. That’s why I tend towards these sites before I move to Amazon
S3.
So we use Viddler for the commercial content. It is a little bit more expensive. You can’t
negotiate with them. They do have $100 a month minimum, that’s where they suggest you
start and they give you a certain package for how much you can download and upload. If
you chat with them they can reduce that for you. You can get away with, I think we pay
$50 a month. The good thing when I pay $50, the other thing about Viddler, is you can
really de brand it. It doesn’t have to have any reference to Viddler. It’s a great way to
embed video on your site that looks very professional and streams very well.

Then you’ve got Amazon S3. Amazon S3 is just a file serving in the Cloud online server. So
it’s an online server where you can upload your videos. If you’re going to do that, the time
and the pace when we use that is when we don’t want to share the content.
When they’re on a lot of these other sharing sites, you can limit them somewhat. If you’re
putting them on a video sharing website, it’s much easier for someone to come across it.
We might use Amazon S3 in our membership style software. So the Online Trading
Mastermind where we don’t want those videos shared around, because people are paying
$100 a month or something like that, we put it behind closed doors. Things that are on
Amazon S3, that’s when you need to know a little bit more about encoding or use one of
the services Rob is going to talk about to make sure that it is encoded out at the right
quality.
People can select, do I want to get it in iPhone version, do I want to get it in medium or
high def version. That’s when we use Amazon S3 to offer those different options in there.
Just before Jen jumps in, The SEO Method is a good example of the way that we use
Amazon S3, so my particular course is done through Amazon S3 and it will have a high
quality video embedded on the download page.
Underneath that, we have a lower quality version which we encode using some software
Ben will talk about using VisualHub and we’ll talk about that in the tools section. Then you
can download that and we also have an audio version. So we’re doing it a little bit more
manually, we’re re-encoding but there are some in the Cloud solutions that we’ll talk about.
Question: What about recordings of webinars? If you have an hour long webinar that
you’d like to share with as many people as possible, it’s too long for a YouTube video.
So in Amazon it couldn’t be found, so then would you use Viddler for that or Vimeo?
David: Yes, Viddler you can go longer, it depends on what you’re using it for. When I do
presentations like that, I’ll still use YouTube and I cut it up into little pieces and I have it
available in little pieces on YouTube. Then what I do is, you want to get the full version all
stitched together, then you might charge them a small nominal fee for. That’s the way that
I do it, but if you want to give away your free webinar, then I’d probably tend to, if it’s just
content and you’re not pitching anything, go to Vimeo. If it‘s pitching, then you might
want to look at something like Viddler.

They are the three different services I use and there are plenty of different ones but that is
a good place to start if you’re not using any. Remember what the point of getting your
videos out and about is. The point is to drag them back to your website. For the majority of
a lot of the videos that I do, I want to get them back onto my website to get them into my
funnel.
If you imagine these are just little bits of content spread out all over the web that I’m
hoping they start nibbling on these bits of bait, they get hooked and then they get
dragged back into my site. Then I try to get them into my funnel and then I start to take
them down my sales process. So always keep in mind what the idea of what it is that
you’re trying to do with the video.
Edit Channel
I’ll take you through a few things about how
to go ahead and set up a YouTube video
account, edit your channel. I can show you
my trading site. There are a few things we
can look through. I’ll take you through each
step of the way. I’ll just go through this and
then you just follow the steps. A lot of editing
and setting up your YouTube channel is something that you need to do once and then
once it’s set up you don’t need to worry about it. Then you start to focus on creating
content.
We’ll just head over to my YouTube account and here’s one I prepared earlier. That’s the ‘I
eat shit for breakfast.’ I actually took the same video and re branded it and one, on my
djenyns account, I used at as ‘Anthony Robbins Green Drink 2.0’ and then on my internet
marketing one I did ‘You Eat Pieces of Shit for Breakfast’ and the keyword I was going after
was a Happy Gilmore quote. So I was getting to come up for that. We’ll come to keyword
research in a little bit.

Let’s have a look at editing the channel. The first things I
want to have a look at, once you sign into your account
and you go to your channel page, so you can just use
your drop down and you’ll go down to my channel. Once
you get to my channel, when you’re logged into your
account, you get these extra settings along the top here
and these are the extra setting you only see as an
account owner. The first one I want to show you or talk about is making sure that you set a
good user name. When you go ahead and set up an account djenyns is probably not the
best choice. That was something I set three or four years ago when I first opened the
account.
Try and do something keyword rich if you can, or something related to your brand. On the
other account, my internet marketing, I did The SEO Method because that’s the brand, my
product. It’s also a good idea if you can try and bring some keywords into that. A good
example of that, Free Yoga videos. That might be a really good name for a YouTube
channel, thinking in terms of what your business is. I don’t stress too much about it
because I’ve already set up my account and I’ve come too far now.
The next thing we need to have a look at, you come
into settings. What you want to do is, under the
channel type here, you want to change the channel
type to be a different channel. You get some choices.
Automatically it’s set to YouTuber. You want to make
sure that you set it to guru or one of the other ones.
Just don’t set it to YouTube. The reason for this is from You Tube you get awards for when
you’re the most viewed or your video is getting a lot of attention or your channel is most
subscribed.
Everybody automatically by default gets put into the YouTuber style of channel type. If you
change that channel type it’s much easier to win awards because you’re competing against
a lot fewer people. Once you start to compete against a lot fewer people, then what do
you do? You do something like this because I’m always looking to build that credibility,
looking to build that trust.

When you see something pop up, thirteen most viewed today. That’s just I took a little
screen shot when I did get that award and that’s just adding credibility to what it is that I
do. They click that and it links through to my website. So that’s a way to increase the
chance of your account getting awards. I took a screen shot of that award and then put it
on my website. It’s just adding a bit of proof. People are familiar with the YouTube logo. It’s
often a good idea if you get awards and things like that, there’s that level of familiarity as
soon as they get to the website.
The next thing that I’ve got, I talked about the screen
shots, setting up your themes. So under the themes
here, you want to come down into themes, you can
change your colours. I’m just going to show you the
important material. Come down to the advanced
options down here and change your background
image. There are custom YouTube backgrounds that
you can get and you can pay to get them done. Gideon Shalwick, he’s got a really good
example of a custom one and I’ll show you that a little bit later.
The way that I do it, I’m a little bit more ghetto and
we’ll just go to here. I think in my head, what’s the
primary objective of this website? It’s hard because
we’re on a small screen, I’m only on a very small
MacBook here. Usually for most other people when
they see it, I do the background image, I tile it and I
just do the url. What’s the aim of the game? Get them
back to my website.
So I use different sizes there because, dependent on where it’s placed on the thing, see I’ve
got a smaller one off to the right hand side which is easy to see on the right hand side. On
the left hand side you’ll see this one over here is easier to see when it’s on the other side.
No matter where they are on the site, they’re seeing my logo. So that’s that. The two
accounts we’ll be having a look at, I prefer to show my trading material because I often see
a lot of internet marketers show their marketing internet marketing material. I like to show
you guys, here’s how I’m doing it in a business outside of internet marketing.

This is my trading site so you can see it’s the same thing, just freetradingsystems.org and
we’ll just make sure we sign into the right account. The next thing we need to talk about
after setting the background images, is also setting an auto play feature. I’m just going to
come through to my channel. Now the more attention you can get to your videos, the
better you will go in the search results, the better your channel gets, the more attention
you get. So what you want to do is at every opportunity see what you can do to increase
the views to your video.
As you saw, as soon as I loaded up this page, it auto
plays. Auto plays, they disabled the auto play function
so what people used to do, they’d take a YouTube
video, they’d embed it in a whole series of blogs, have
the auto play feature and then you’d just have all of
the different websites out there generating views for
you. That was a really good way to generate views but
they realized people were starting to game it now. So the only place you get recognition
for a view on auto play is on your channel page.
What I do I to set my channels, I’ve got that under video play list and then just under here
down here you just check the box saying auto play feature. That’s just an extra way to get a
few more views onto your video.
The other thing that you want to do is once you’re on this edit screen and you’re looking at
your profile, you have the option to edit some of the text on the left hand side just down
here. Under the profile, you want to go ahead, I fill out everything. I put all of my details,
links to my websites. I make sure that whenever I add a link I always do http://www.
The reason I do that I suppose it’s out of a little bit of a habit and something we do when
we’re posting Ezine articles. Sometimes when people re post your article, they won’t hyper
link your link. But sometimes if you put the http in some website software, CMS software
will pick that up as a link and re activate it, even thought they haven’t done it. so that’s
why I do it, I suppose I do it out of habit for that but I always do it in here in all of the areas
that I do online.
So you can see here I do a little bit of a bio, I do a little bit of a plug for some of my
websites. We’ll just go to cancel so you can see it. A few of the links they do make active.
So within the website area and then to find out more they do and then down here, under
companies, they don’t.

What you want to do, at this point we want to build
up credibility. The other thing that I do in my
description, you want to tell them to sign up. You
want subscribers, the more subscribers you can get
the better. It’ll get more views and there are some
other things that you can do for that but I say first
things first. Sign up to this YouTube account by
clicking the yellow subscribe button above and here’s why. Then I tell them what to do.
How many people actually read that, I don’t know. Probably not that many, but if we’re
going to do things, we might as well do them right. So that’s editing that info, tell them to
subscribe.
The next thing I would suggest you do then, you log
into the back end. You go into account settings and
then under account settings, just take your time and
work through each of the different sections and fill it
out as best as you can. Some of this is taken from the
edit section that I just showed you on the channel
page but some of it isn’t. There are other options in
here on different things you can customize. It’s best to make all the changes that you can.
You get rewarded for putting in that little extra effort there.
The other thing I’d do, you want to change your profile picture as well. So just under the
profile set up, you can take a screen capture of something and make it a little bit more
attractive. Otherwise it will randomly sometimes pull whatever your most recent video is or
it does the featured video image as well and it’s just a random clip. You get the option, so
why not make it a little bit more enticing and I’m going a little bit for that branding
because a lot of the video I do now, t-shirt, coloured, something they’re familiar with so
when they subscribe. That is that.

Then we need to have a look at the sharing as well,
just under activity sharing. I think it’s a good idea to
connect some of the other accounts. My accounts
aren’t connected because we do a lot of this work
manually and I’ll decide where I want what content
to go where depending on what it is my outcome is
for that video.
Actually another reason I don’t do a lot of sharing is I have two niches that I operate in. I’m
in the stock market niche and I’m also in the internet marketing niche. I try where possible
to separate those and keep them separate because I don’t want my stock market people
thinking, oh, he’s just an internet marketer. I’m more of a complete entrepreneur, that’s
how I position it for my guys. I do business, real estate and trading as well. That’s how I
explain it to them but where I can, I try and keep it separate.
I would connect these accounts, you can have it go through to twitter, Facebook. The
reason you want to do that, the more views you get to your videos the better. Videos are a
great way to connect with your clients, so the more that you can get them to watch it,
feeding into your fan page on Facebook or posting it out to twitter, the better. So that’s
sharing.
Ben: I was just going to see if you could say something on play lists.
David: I’ve got a page. When I go to distribution, if I forget it, when I go through to
uploading video, I’ll go through just in there. Good point, I don’t think I have that in here.
The other area as well that you want to have a look at
and I’m trying to remember under what area it is, I
don’t use it so much, there’s a section about
demographics. I already know my avatar, that’s why I
don’t check in it very often. There is a way where you
get your channel. It’s up the top there where it says
insight.

Each video does get their own analytics and we’ll talk about this but this is the analytics for
your website. So if you don’t know who your avatar is yet and you’re putting out content
and you want to know who it is you want to pitch to, sometimes it’s a good idea, I don’t go
in here very often because I know who I’m marketing to but it might be a good way to
help you create that avatar that you’re going to be marketing to. It’s also a good place to
jump into to find out which videos are most effective, which videos are getting most views
and that type of thing.
Question: You can also look at other people’s things.
Account Settings
David: When I get to keyword research, I’ll go
through that. The next thing we want to
have a look at now, I’ll just jump back to my
Keynote. So we talked about filling out those
details. Now when it goes to uploading to
YouTube you want to make sure that you
don’t use any automated software. I do this
all manually. Why? Because it makes up 90% of video, so you might as well do it right. I
don’t use Traffic Geyser for YouTube, I don’t use any of the other video material because
we do it manually. We take the time to make sure we do the right keyword research and
really customize it. We do that, the importance of understanding your avatar as well.
Once you understand your avatar, you set up your profile and you’re ready to rock and roll.
Then the next thing you need to do is you’ve got your video content just as Ben taught
you how to create and we’ve exported it out onto my desktop and we’re going to go
through a live example. Then you need to know who it is you’re going to be marketing this
to. Then we need to start to look into picking our keywords. So this is a little bit more of a
live example.
On YouTube I tend to go for more aggressive keywords and I’ll go for broader keywords. A
lot of times in normal search you’ll go for longer tail words because less competition and
there’s that idea that the longer tail that you get on a search, it’s more of a buying phrase.
So they’re closer to the point at which they’re buying, that’s why we do that in search. In
YouTube because there is still a lot less competition and it’s still pretty broad and it’s quite
far up our funnel, these are just little nuggets, I really just want to get this video in front of
as many people as I can. So I go for more aggressive keywords and broader keywords.

The way that I start my process for determining what keyword I’m going to select, I’d use
Market Samurai. I’ll go to Google and type in Free Google Keyword Tool. Most keyword
tools just pull their data from Google anyway. This tool at the moment, and I know the
good thing about Market Samurai they’re keeping on the cutting edge because there are
rumors coming out that this is about to get disabled and you have to be logged into your
account. So they’re looking at setting things up to make sure you can still get access to this
type of information. But it’s always a good idea to feed back to Google what it says is
relevant.
That’s why I like to use their free keyword tool. If I type in a keyword, which I will in a
moment, it will tell me what keywords it thinks are relevant. I can try and spot the gold
within it. Someone mentioned the other day when we were talking about tea leaves,
picking keywords is a little bit like reading tea leaves. Over time you get better at it. I’m still
trying to get to the point of documenting that process, I need to get a really clear system.
This is the best that I could get, the system as to the way that I do it because I’ve got it so
ingrained now. I’ll try and break it down as best as I can.
After you do it more and more and you understand your avatar, you’ll just drift into their
head and you’ll think, if I was a person looking for a wedding celebrant and I was on
YouTube, what types of things would I be typing into YouTube that are related to wedding
celebrants or the perfect wedding or something like that. Those might be the type of
keywords you think about targeting.
The problem with YouTube keyword tool, let’s go to
that now. As you can see here, there’s another one and
I first heard this by Geoff Johnson. Geoff Johnson, if
you don’t listen to his work and you’re into SEO, you
should. He’s really good at his work. He was the first
one that I heard reference this one. It’s a keyword tool
that Google offers that’s specific to YouTube. The
problem that I’ve found with this is, if I type in keyword, so let’s type in viral videos. The
results that it gives me back, I never find anything I can really take and work with.

The keywords it throws back, maybe some viral videos
2009, some of these top ones, that’s probably not a
good example. Maybe we’ll just do weddings and we’ll
see what we get. When you type something into
YouTube, you have to go for very broad terms. I just
haven’t found it that effective. I’ll show you the
method that I choose that is more effective. Also if you
drop videos into YouTube here you can have it recommend keywords that it thinks are
related to videos. So you could look at someone else’s video and say what keywords would
you recommend but I just don’t get good results that way.
You can try it, that’s why I included it in the notes, so you can test it out, you might get
better results and it’s still a very young keyword tool, so they’re still developing it.
What I would do, we’re looking at viral videos, so this is trying to think in terms of Ben’s
video that we just put out there. So having a look down here, usually what I like to do, like I
said I’ll go for more broad, very aggressive keywords. I’ll start off by trying to get a few
broad topics here. So let’s just have a look here. Maybe we’ll go, I can see video marketing,
I can see some viral marketing, let’s go viral marketing.
Basically at this point in time, I’ll try and pick out three
or four broader type keywords and then I’m going to
jump over to YouTube and then drill it down even
further depending on who my competition is. What I
want to look at when I’m on this page, I’ll look for ones
that have the highest volume. Like I said, I’ll go for
broader, more aggressive keyword phrases because
there are not as much competition. For me that’s a high one. Let’s see if there are any other
ones that have some higher numbers. Video marketing, that’s probably another one we’ll
tag. What else, video clips, for me that’s probably a little bit too far off topic, so video clips I
probably I wouldn’t do that one.

We’ll see if they’re anything else. I’m happy with both of those. Let’s do viral marketing and
video marketing. The next step that I do once I get my broad ones and make sure that I’m
following as I’ve outlined the notes. Then what I want to do is head over to YouTube and
then I’ll type in these phrases and we’ll look at what sort of competition and what things
come up. So viral marketing. So I’ll scroll down. I usually like to look at ones that have high
views. So I’ll come down here and see what videos are already getting some high views. So
viral marketing, it looks reasonably competitive because a lot of them have very high terms.
It is a very aggressive, broad term.
What I might do at this point in time, at the moment I’m really trying to come up with
some different keyword ideas. I might drill down a little bit deeper. I’ll go into the video. I
like to identify, and this comes to what you were talking about, I’ll identify which videos
are getting the most views. So this is a really key nugget here and I don’t think anyone
teaches this. You then go into the insight area and then you come down and look at what
are the keywords that are driving traffic to the ones that have the most views.
I first go to the Google keyword tool. I get my really
broad phrases, then I go over to YouTube, I drop
those phrases into YouTube and I’ve only done one at
the moment. I’ll look at what some of the top videos
that are getting the most views. Then I’ll go and have
a look at the insight tool and come under here and
look, under YouTube search, ‘how to sell’, no, that’s
probably not going to work, ‘marketing’ too general, ‘viral marketing’, I still feel that might
be little bit too competitive of a phrase. If you saw all of the videos had a high number of
views, so I’m probably going to steer clear of that one, ‘how to sell soap’, we might skip
that one. So I’ll come back here.
Then I just go through and do that to a few videos in this search. Then what I might do is,
what was the other one, ‘video marketing,’ so I might go to ‘video marketing’ and do a
similar sort of thing. So ‘video marketing’ we’ve got 72,000 views here, keep scrolling down.
Gideon’s in here, so we’ll have a look at his. We’ll start off at this one. We’ll come down
we’ll have a look at the insight tool.

You can see they’ve disabled the insight tool. Most people don’t know you can disable the
insight tool, so they’ve disabled it so you don’t get the stats. But clearly they’re a more
educated, savvy SEO YouTuber, so they’ve disabled it, so we’ll keep on going. The rest had
quite low views. Let’s have a look at Gideon. Gideon is probably not going to not be happy
if we choose a keyword that he’s been going for, but that’s ok, we know him.
We’ll just go into the insight tool and we’ll scroll down
here. Ok, here are some YouTube searches. Ok, he’s
getting quite a lot of traffic for that keyword and a lot
of traffic for that keyword. ‘How to get more views on
YouTube’ and ‘how to get a lot more views on
YouTube.’ I think both of those could be killer
keywords to go after. Most of the people you’re going
to be going after to take their keywords aren’t going to be doing any of the SEO I’m going
to show you. You find out what keywords are already driving them traffic, you do a little bit
of SEO to them, you knock them off and you start taking their traffic.
At the moment it is a little bit of an exploratory phase for me. I’m just moseying around
YouTube and trying to find a series of keywords. Another place you can look is under the
tags. The tags I find are more useful when it’s done by someone who knows. Gideon is a
good example. I reckon if you look at 95% of the other videos out there, the tags aren’t
that helpful because you’ll see they’re just random things. They’re not really thought
through from an SEO perspective. But tags can be good if the person knows what it is that
they’re doing. Gideon clearly does, he’s got a video course about how to do video
blogging. He interviewed me about how I do my SEO so he’s learnt from the best!
So there are some tags there and some keywords here.
Now we also need to be thinking in the back of our
mind about that avatar and thinking about what can
we do. What’s going to be the right bait to hook them.
It also needs to be related to the video. There’s
nothing worse than searching something and then
clicking on the first video that comes up and then
finding it’s completely unrelated, you might watch a few seconds. That is what I did with
that Happy Gilmore quote. I’m riding on that a little bit except I do play the start of ‘You
eat pieces of shit for breakfast’ from Happy Gilmore and then I go into my video after that.

You’ve just got to make sure, no one likes to feel like they’re being duped. I don’t like it
when I type something in and I don’t get what it was that I was looking for.
Question: What do you think the cause of that rapid change of traffic was there?
David: Here? I think the cause of that rapid change would probably be something like he’s
done a blog post or he’s doing a product launch or something like that. So he’s probably
gone out there and promoted it. This is an indication as to when the views are coming
through. I know he was doing a product launch so that was a good example because I
know what he was doing at that point in time. That’s what gave him that spike.
The more gradual rises, that’s more to do with people just stumbling across your video
because you’ve optimized right and just normal views throughout the way that you
optimize and get traffic to your videos.
We now need to come up with a selection on the keyword that we’re going to go after.
Some of the ones that we could choose, a good place to start, ‘how to get more views on
YouTube’. The only problem I have with that is I feel like the person might feel duped. If
this is another video, that would be a great keyword to go after but probably not for this
example because it’s not quite right.
I think what I would like to do. We’ll go back to ‘video marketing.’
Question: Some of the videos there that are two years old, they might not be getting views
anymore. If you’re trying to leapfrog like the Happy Gilmore one, that video might not have
had any views in the last two years but if you look at the search options and seeing what
videos are getting massive views now and try and piggyback off the traffic from them, I’ve
found to get a video to get a lot of views fast, piggybacking on the material that is getting
massive views now.
David: Yes, so having a look in the notes,
on the slide and I should bring it up, it’s an
excellent point. Now is probably a really
good time because we’re talking about
keyword selection. A really good place to
start, product names, industry leaders,
news stories and product launches. That’s
another place, if I can’t find something through my research that I’m happy with, that’s a
really good place to start. Find out who the industry leaders are in your particular niche
and start to piggyback those names.

In the SEO space we target, GuruBob, I think I’ve gone after your name on a few different
searches that I’ve managed to get and quite a few internet marketers. Find out who the
experts are in your niche, that’s a great place to start. Product names, if you know a
product is coming out as well, a product launch, you can create a video based around that
keyword and news stories which is kind of leading to what you were talking about.
Ben talked about some of those viral videos, so that Briteny one. If Chris Crocker came out
with that video, find out what keywords he’s going after, assuming your product and
service and that’s the right target market for you. There’s no point in trying to fish in an
area that you’re fishing with the wrong bait and you’re going to catch the wrong fish. You
want to make sure you’re fishing in the right area to catch the right fish. But if you can find
news stories to write, that’s another excellent place to look for keywords.
We need to move along now and make sure that we are going to pick a good keyword.
Just in this example, I’m going to go ahead because I need to punch this out a little bit
quicker. Let’s just choose ‘viral marketing.’ I showed you the way that I do it. You can go
ahead and pick one with a little bit more research. Now what we need to do is think about
crafting our post. I’ll just go over to the notes and quickly explain what I’ve got in the notes
and then we’ll do it really quickly.
Crafting Your Posts
So search on YouTube for the term,
copycatting what other people are doing,
so look at other people’s videos, See where
they’re getting the traffic using that insight
tool, some of those different keywords.
The other thing to do once you’ve figured
out what your keyword is, some people
like to name the file that they’re going to upload with the keyword. I’ve heard that. It
doesn’t make any huge difference to any of the testing that I’ve done but I suppose it can’t
hurt.
Once you’ve selected your keyword, you need to write a title, description, and come up
with some tags. When we write those three different things I can take you through exactly
the steps and then we’ll quickly write one up. For the titles, this is all about copywriting is
king and making sure you’re selecting the right copy to draw in the person. We want to

make sure when it comes up in the YouTube results, they click it. Sure they click number
one, but they might click number two if it’s got a better written headline.
Just like normal search as you would, you need to deliver on what you promise. Don’t
make a promise in that headline or that title then they watch the video and then they feel
duped. Go four to six words, I don’t go much longer than that. You might go more words if
they’re shorter words. So if you’ve got ‘two’ and ‘the’ and those types of words then you
could probably get away with six or seven. It really just depends on what it is that you’ve
got, there’s just a guide.
Crafting – Part 2
Make sure you have your primary keyword
in your title. This is just basic on page SEO
work. If you don’t know your SEO, you
probably go out and purchase The SEO
Method. Then in the description as well,
the thing that you want to do is always
start every description with a url. Have it
http because that makes it clickable and I’ll show you an example of some of the videos
that I’ve done. That way in the description there is a link underneath the video that they
can click that will take them back to your website.
You want to have a call to action in there as well. Very rarely do people actually read the
description. I know when Ben first got started we were going through this process. He’d
spend a lot of time because he’s an A player perfectionist making sure that he did it really
well. Then we started to realize not that many people are actually reading it. As long as you
do something good enough, we still include call to action and do some basic copywriting
but it doesn’t need to be a sales letter piece.
You also want to include your primary and your secondary keywords. What I’m talking
about there is we’ll come up, viral marketing will be that primary keyword. Then for some
of our secondary keywords, some of our other keyword research that I went through like
‘viral marketing’ ‘how to get more views on YouTube’ those type of things, that’s what I’d
end up including in that copy as well.

Then under your tags, tags are just keywords, like meta keywords when you’re talking
about normal optimization of any page. I’d go for three to six of them. That said though,
there is no perfect rule of thumb. I’ve seen videos that rank with one, I’ve seen videos rank
with twenty, thirty. Some people just spam it in. It’s still very early days in the algorithm. I
just go for, this is coming from my SEO background.
It’s a good idea to use quotes around your longer keywords. So if it’s a single word, then
you don’t need a quote, but if it’s more than one word in it, use quotes around it,
otherwise YouTube breaks it up and considers each one as a separate tag, but you can use
quotes and it will lump them together. Research what the competition is doing, so let’s
have a go.
Let’s have a really quick look at how to do this.
We might do something like video viral
marketing/branded content strategies. Now I’m
going to have to fly through this and it’s not
going to be perfect but let’s just get something
up. I made sure I put the primary keyword in
there. I made sure that I spelt it correctly and I
also included the word strategy, that’s more of a copywriting thing. I could just do viral
marketing/branded content but I want to include strategies because, when someone is
searching it on YouTube, that’s a little bit more enticing. They want viral marketing/brand
content strategies.
Then we’d include http: We need to include our url. While I’m working this out as well, we’ll
just head over to my YouTube account and we’ll start uploading the video. That way, when
we’re right to go, I just need to make sure that we’re loaded into the right account. I just
don’t want to upload it to my trading account, so we’ll just sign out of that one and we’ll
sign into this one. We’ll just drop this in and we’ll then come into my videos. Actually we
could have just hit upload.
Ben: They keep moving it around. Every week it changes.

David: I’ll just go to upload video. Ben saved it on the
desktop and it’s called that. So let’s go ahead and
upload that. It’s 23 Meg so hopefully that loads pretty
quickly. That can happen in the background now
while we come back to writing this. So we’ve made
sure we’ve got the url in there. Then we want to add a
little bit of content, there is no perfect amount here.
At the moment you can get away with not having anything in there but let’s just say ‘most
people don’t know the difference between viral marketing and branded content.’ So I’m
getting keywords in there: ‘All too often they confuse the two. Ben McEwing will set you
straight in this short video taken from the Lights,
Camera, Profits workshop. So if you want to get more
views on YouTube, watch this video now and
remember to visit our site.’ Just come up here, copy
that in down there. Then we go ‘viral marketing’, put
our quotes around it, video marketing and then taking
from Gideon ‘how to get more views on YouTube’.
That’s a little bit on the fly. You’d probably take a little bit more time to craft it a little bit
better but that’s head and shoulders above what anyone else is doing on YouTube. I
showed you how to pick the right keyword.
Question: Ben, just confirming M4V is the highest quality video file that we should save to.
Then from that, everything else gets dumbed down.
Ben: The M4V, that’s the default one for Apple that all play in iTunes. MP4 is fine and the
H.264 format.
Question: I’ve been sharing directly to YouTube which obviously means then when I delete
the project it’s just on YouTube and shouldn’t do that. So I should export to Movie
and save it.
Ben: I would export to QuickTime which is the one below it and it will default to the one
we’re talking about, the MP4, H.264.
Question: What does that mean then for embedding into PowerPoint?
Does PowerPoint like QuickTime?
Ben: It should be fine. I just did it recently. As long as the file is not too big. Is this to make
your podcast?

Question: No, just for presentations.
Ben: What you want is to take that video and have it in a folder that the PowerPoint can
reference. Usually if the file is too big, it won’t hold it within the program. It will just have it
as a place hold and reference it. That’s what I would do, I’d have it sitting separately.
Question: A QuickTime file is a what?
Ben: MOV.
David: The way that I like to do it with the videos, depending on what video format you’re
working with, or what editor, just rely on the player. iMovie is going to export it out or you
get someone who really knows what they’re talking about and let them handle it. It’s really
easy to get caught up in the details and that might stop you from getting the content out
because you’re trying to get the perfect file format.
So that’s just going to upload in the background there and we’ll come back to that a little
bit later and we’ll see if we get any views before the end of the workshop. Then as well,
once it gets uploaded, I’ll let you guys know and whoever is on twitter, just send it out and
we’ll see how many views we can get it up to before the end of the day. Ok.
Now the thing we need to do is go back to my presentation. In typical Dave fashion, I just
want to give you a massive brain dump as quickly as I can. The reason I want to do that is
so it all goes in there and when the time is right, it will filter out and it also means you have
to get the DVDs and then listen to me. You might slow it down, play me at half speed and
make appropriate notes. For this example I’m just going to fly through it.
SEO for YouTube – Level 1
SEO for YouTube. We talked about
uploading it and getting those
fundamentals right, effectively that’s like
on page optimization. We’ve got a photo
there of Leslie Rohde there who is
considered one of the grandfathers of SEO.
Here are some things you can do to make
sure that your videos start to rank more highly in YouTube. You want to make sure that
you embed your video into high PR pages. So embed it in your own website if you’re
building up a network of sites that you’ve been doing back link building to. Embed it into
those pages and then get them embedded into high PR pages. That’s step number one.

You might also look at building a web 2.0 network of sites you can build it into. We’ve
been testing a whole lot of them. Ryan has, we’ve tested just about every one that’s out
there under the sun. We’ve culled it down to about ten that actually get indexed and are
worthwhile and now we use that as our core set of web 2.0 properties that we post on.
There’s an example. Posterous is a really good one, that’s one that we built for a client.
Windsor dentist, that’s one of the keywords we’re going after, but some of the videos that
we’ve embedded into that particular account are helping his videos rank.
The other thing as well, you can use blog networks to get back links to these videos. SEO
for videos is the same as SEO for anything else. You want to get votes from other people’s
websites saying that your content is good. How do you get a vote? A vote in the online
space is a back link. So we want to increase as many back links as we can back to our
particular videos that we’re trying to rank for.
There are a few different services, blog networks that you can use: AMA, LinkVine, Portal
Feeder that allow you to, when you’re writing an article and distributing it out to their blog
network you can embed a video into. So it’s just a way of getting your video embedded on
a couple of hundred blogs with one simple post. They’re low quality type back links, but it’s
good, you’re building back links. You’re going to build some more high PR material on
your own network. You build your own web 2.0 network which hopefully gets some PR
over time and then you can also use some of the blog networks.
When you’re going to link and build back links to your channel as well, link back to your
channel using youtube.com/user and then your ID. Don’t go youtube.com/the SEO method,
because it doesn’t hold the PR. The PR is held under that area, youtube.com/user/yourID,
so djenynstheSEO method. We don’t do so much back link building back to our channel
page, but when we do, that’s the way that we do it.
Create Your Own Video Pages
Another really good thing to do, an example
of what I’ve done for freetradingsystems.org,
a very high ranking website that I’m quite
proud of because we got the keyword
trading systems, which in my niche is a very
competitive keyword to go after. It’s maybe
PR3 or PR4.

On each of the pages throughout the site we embed my YouTube videos for keywords that
we’re optimizing for. That enables my videos to rank very highly. Sometimes, I’m going to
show you everything that you do and I’m going to give it to you in steps. You only need to
do one or two steps depending on how competitive your marketplace is. You might only
need to do the appropriate keyword selection and appropriate on page optimization and
still rank very well. I operate in very competitive spaces. This is what I’m telling you if you
want to rank in more competitive spaces so this is what you do. But you might only need
to do one or two of the steps.
So your keyword research as normal when you’re creating your own pages. You can do
title tags, descriptions and keywords just like you would normally for on page optimization.
You need to add some content. A good place to add content sometimes is just the
transcript from the video, if you don’t have any content to map around it. In that example,
freetradingsystems.org, it’s taken from a low-end priced front-end product that I’m giving
away anyway. So I’ve already got the product and I match the text around the video. But if
you don’t have any content, just use the transcripts.
Set up some internal linking structure. This is something that Leslie taught me, the idea
that one of the most overlooked areas in SEO is your own internal linking. That’s why
something like Wikipedia ranks so well because over their entire site they’ve got links on all
the different Wikipedia places, linking internally to their own pages. It’s channeling all that
page rank through to the pages that you want to have ranked. Now this is high level for
some people and depending on where you’re at, it will start to sink in.
So the internal linking structure. The other thing that you want to have a look at is video
site maps. This is an area that we’re just starting to test but we need to do more testing.
Using Google Webmaster Tools, you can submit a site map which we do for clients anyway.
Now you can also insert video site maps.
The reason you want to use that submission tool, Google Webmaster Tools, and do a video
site map, is so that your videos start to appear under the Google search area. When you’re
not on YouTube but you go to videos search, you know when you’re on Google and you
can click video. You’re not on YouTube but you’re still doing a video search within Google.
By doing video site maps your videos, rather than getting your YouTube videos to appear
in those results page, you can start to get your own website appearing in the results page.
That is good, because the aim of the game of the video is to get them back to your website.
So it’s even better if we can get them straight to our website.

Level 2 SEO
Level 2 SEO. So that’s level 1. You do that if
you’re going up against some competition.
Level 2 SEO, I’ll show you level 2 SEO.
Basically you want to have a spreadsheet
that logs all of the videos that you’ve got.
You want to have a look at the videos that
have high number of views but aren’t in
position number 1. Then what you want to start to do is target your link building to those
videos. So basically what you’re looking for are videos that are already getting views and
they’re already doing ok, but they’re not in position number 1 yet.
So you’re going to try and send more link love to those videos to get them to move up in
the search engine rankings and then potentially take more of the pie. So hopefully you
guys visualize a little bit of that. I just use a spreadsheet, there’s not too much to see in that
spreadsheet because all it is is a list of all of the YouTube videos that we do. So target
videos that have high number of views but not in position number 1.
Using play lists as well which is something Ben had talked about. When I create video
content, I like to cut it up into lots of little pieces because every piece that I cut up and I
post is another ticket in the search engine lottery.
Another way to create new tickets in this search engine lottery is to use play lists. In the
admin, just search how to set up play lists, search it on YouTube and there are tutorials out
there that will step you through it. All you do is you get to group a whole lot of videos
together and say all of these videos are to do with Melbourne SEO Services testimonials.
You might group them under one play list and you might target a new keyword to go after.
Then your play lists start to appear in the YouTube search results.
When you search for certain keywords on YouTube, you’ll often find that the play lists
come up in the search results. So it’s just a way to get more of that content and push a
little bit more content out of what you’ve got. So the play lists are definitely something
worth looking at.
Question: So if you had a three part video series, that would stop video 2
coming up for video 1 if you had it all in a play list?

David: Yes, so you can use play lists as well to group videos together. So when we embed
videos on some of our web pages, we embed a play list. So that way when someone
watches video 1, then it goes to video 2 after they watch video 1 and then it goes to video
3. So it’s a good way to make sure they buy it through and I think you just answered your
own question.
You were talking before about the idea of, I want to cut up webinars, or what do I do with
posting webinars? Then if you’re cutting them into pieces on YouTube, maybe you could
use something like a play list. You could still upload them to YouTube but now you can use
a play list to at least stitch them all together. There’s something to think about. So you can
build play lists using your own videos and also using other people’s videos. They don’t
need to be your own videos.
Sometimes it’s good to include other top videos. Do keyword researches for some of the
videos that are already ranking well. What are you doing? You’re feeding back to YouTube
what it’s telling you. It’s telling you that these videos are important for this keyword and
then you’re feeding that back into it. So there’s another little nugget that people don’t talk
about.
Increased Engagement
What we need to do as well is increase the
engagement in your videos. The more
people interact with your videos, the
better they will do in the YouTube search
results. Whatever you can do to increase
engagement is better. You want to email
your own subscribers when you’ve created
a new video and say, hey, go watch this video. Another thing as well, this is to answer a
question I get sometimes, what about embedding video into email? The best way to do it
at the moment, the technology isn’t quite there yet, you should really just take a screen
shot of the video with the play button.

From the video it’s just an image that links through to where your video is. That’s the best
way to do it. There are ways you can do it with animated gifs and there are few different
things you can do but it’s still too clumsy. Over time I think it’s something that will
obviously catch up but at the moment it is still a little bit old. You can post bulletins in
YouTube, you can send out messages on your channel page and you can also send out
emails to your subscribers. So that’s another way to get more views.
You want to encourage people. A really good example of people being encouraged to
comment, favourite and thumbs up is go check out What the Buck show. That’s a really
good example of someone who uses YouTube annotations to tell people at the end of
their video, hey, give this the thumbs up, hey, add a comment. If you’re creating something
specifically to be for YouTube and that’s the only reason you’re using it, maybe your
outcome or your objective is to get subscribers, maybe your call to action at the end of the
video is make sure you subscribe to this video.
YouTube does allow you using their annotations area to embed links into your videos but
they will only let you embed links that relate to other areas on YouTube. So you can link to
your subscribe page, you can link to another video, you can link to things within the
YouTube property, but they won’t let you link external of that. What you can do is
encourage people to subscribe to your channel and again, that’s going to help you do well.
Another way to get some traffic is video responses. I don’t really use that so much but
when people comment, it appears directly beneath the video and then when you do a
video response which is like doing a comment, but a video. You can do a video response to
someone else’s video and it appears above all the comments. So it’s right up the top.
It’s a really good way to maybe piggyback like Darren was saying, on current news events
and things that are happening, videos that are getting high views. Maybe you post a video
comment on those videos because they’re getting lots of traffic and you might draw some
to you.
Comment on other people’s videos is another way to get links back to your channel page, I
was talking about getting links back to your channel page. By commenting, you’re getting
a ‘do follow’ back to your website. So most things on YouTube are all do not follow. When
you link off site, you don’t get credit for that link back to your website but when you’re
commenting, you’re sending that link love back to your YouTube channel. So comments
are good but that’s probably something you’d get outsourced.

Some of these other things that I’m coming up to now are a little bit lower level work and
you probably wouldn’t do them yourself. You’d create procedures and put systems in place
to make sure you get your assistants to do it.
Level 3 Video SEO
After all that, we’ve only gone through two
levels of SEO. If you’re still having trouble, if
you’re going after credit cards or trading
systems or something like that, something
very competitive on YouTube, then you
might also use the insight tool to check out
what the competition is doing and find out
where they’re getting their referrers from.
I told you one of the key things in the Google YouTube algorithm is where that video is
embedded when it’s getting links back to it. If you can find out that your competitor or the
person above you is getting lots of views from this particular website, find out what you
can do. If it’s property that they own, there is probably not much you can do about it. But if
it’s a blog that’s interested in that topic, you might be able to contact them and say, hey,
can you post my video on there. That might be a way to do it.
The other thing that you can do, this is something that got brought up, Ed Dale tried to
stop Jason Moffatt from sharing this one at a conference in the States. You can buy or lease
YouTube accounts. So find other people who already have lots of views on their website or
are getting lots of traffic to their YouTube channel, contact them and say, hey, can I buy
your account? Then maybe you start to use annotations on their videos to hijack the traffic
that’s coming through.
I’ve got another friend who has a particular product. I suggested he do a YouTube search,
find all the people who have videos related to his particular area and then contact them
and let them know about his affiliate program. Then tell them, hey, you can make a little
bit of extra cash if you put in your description or you add an annotation onto the video,
just saying, hey, go check out this to find out more. That’s just another way as well.
Some other things that you can do to get more views and good things happening on your
YouTube channel is to become a partner. I have had some difficulty with Google in the
past with their AdSense program which is another story in itself and I’m no longer part of
the AdSense program.

But they have contacted me because a lot of my videos have a high number of views and
they’ve asked me to join and partner with them to do revenue sharing on some of those
higher profile things. I’ve never actually gone ahead and accepted their invitation, because
I thought, well, they’re going to knock me back anyway because you need to give them a
Google AdSense account but I don’t have one, I can’t get one, nor can any of my family.
For this particular seminar I wanted to see if I could get accepted as a partner anyway and
not link in the payment. So I have subscribed and I was hoping it would be done by the
time this video recording is done but it hasn’t been done yet. I haven’t been accepted in
yet so I can’t show you some of the benefits.
But you can see, people who are partners are allowed to embed images and things up the
top, banners that you can link directly back to your material. Whereas most times they
don’t let you link off site, by becoming a partner, they enable you to embed all that sort of
material. You could link to your twitter, you could link to your homepage, you could link to
your Facebook once you become a partner.
Ads.youtube.com hasn’t worked very well for me. That’s another thing that you can do, you
can do pay per click work or pay per view for YouTube video. But I haven’t had much
success with it. You know when you type a search on YouTube, some of the ads, the
sponsored ads that come up the side and you can have videos up the side but I haven’t
had much success from using that strategy.
The other thing that you can also have a look at is Syndicate Kahuna. There are different
services out there that enable you to connect with other people who are interested in
increasing their comments and thumbs up and subscribers. You can join communities,
where, hey, you friend my YouTube account, I’ll friend you. You give me the thumbs up, I’ll
give you the thumbs up, can you comment, and you can earn points. I haven’t had a huge
amount of success with it but you can have a look at it. This is level 3 work, if you’re still
struggling to take that number 1 position.

Be a Little Dodgy?
Ok, you can also be a little bit dodgy. I
probably wouldn’t recommend it but if you
did want to be a little bit dodgy you can
look at auto friend request software. It will
go out there, scan other YouTube videos to
look for people commenting on videos that
are related to your area of interest. Then it
will send automatic requests to them to become one of your friends. Most people will
accept it and it’s a way to build up your subscriber base. That’s one way to increase the
profile of your YouTube account.
Other things to do, probably it would be good to chat with Pete during the break about
this because it’s something we don’t want to record on camera. But there are different auto
play generators and you can pay people to click and view your videos as well to jack up the
counts. So there are a few applications for the evil minds out there that could use that.
Fiverr, you could probably get some from there as well.
The other thing I wouldn’t recommend re-encoding and resubmitting videos. I’ve heard
people talk about the idea of taking a video, re-encoding that video and then resubmitting
that same video. The reason you re encode is so you make it a different size so YouTube
won’t detect its duplicate content and then you can upload it. That’s probably not a good
way to go, Google is getting smarter and smarter.
Just because it’s a different size, doesn’t mean it’s not the same content. They’re already
doing things where they can scan a video to know what words are getting spoken in a
video and that technology is coming where you’ll be able to do YouTube searches based
on the content within the video.
The best thing you need to do is just put out good content. Everything that I went through,
all this, SEO is fantastic. SEO is all about getting you up to a point of critical mass and then
you forget about SEO, because SEO happens naturally. I just give you all this to get you up
to the critical mass and once you get to that point, really your focus needs to be just
creating good content.

Proof in the Pudding
Ok, proof is in the pudding. There are a few of
the keywords. You can head over to YouTube
and see that we rank for trading systems, best
stock broker, trading plan, achieve financial
freedom, trading strategies, we’ve got
hundreds of keywords that we rank for. It’s a
really core part of my business. So the proof is
in the pudding.
To get a little bit of extra mileage, now this is just the ten percent of video distribution for
me because YouTube is my core strategy, using something like TubeMogul or Traffic
Geyser. We’ve done a lot of testing to find out which we prefer. We prefer TubeMogul
because Traffic Geyser we don’t get very good stick rate with. They’ll submit to more places
but the stick rate isn’t necessarily as high. What these services enable you to do is to
upload your video once to one area and then it will distribute it out to a whole lot of
second tier video sharing sites. So you don’t have to go out there and manually upload to
all of these sites. That’s all they are.
TubeMogul is good for non commercial content. We’ve had one of our accounts flagged as
using commercial content so now we’re not allowed to upload anything anymore on that
particular account. You need to pay $500 a month. They actually market themselves to
high corporates, Coca Cola and people like that. That’s how they make their money and
they have a free lower end one that everyone else, us, gets access to. I negotiated them
down to $500 a month. That’s not where they started with me. I think they wanted $2000
and I decided even $500 a month probably wasn’t worth it for me at this point in time.
It’s best to use TubeMogul for giving out that good free quality content that you’re not
pitching material. It’s got a high stick rate. We’ve verified all of their sites that they say that
they submit to, they’re actually getting submitted to. They’ve got great back end analytics
because they have an API, they get back end access to these other video sharing sites so
you get to see how many views they’re getting.

TrafficGeyser.com
Traffic Geyser is another one to look at.
They allow commercial content so we still
use Traffic Geyser and we use it for our
more aggressive marketing. So marketing
where there is actually sales content, that’s
when we use Traffic Geyser. We can spam
it out, we don’t get as great a stick rate.
They say they submit it out to about thirty but I think at last count we got seven out of
those thirty to actually stick. So lower stick rate and average back end sales relative to
TubeMogul.
PRWeb.com
Another way you can get a little bit more
push out of your videos as well is to use PR
Web. It is a little bit higher cost so it can be
a little bit more price prohibitive. You only
want to do it for material that is really
important. The branded content, when Ben
makes a video for me, one of these really
high end videos, then I’ll go the extra mile.
If it’s just one of these small little videos, I won’t worry. To embed video into your press
release costs $360 at the moment, so it is a little bit more expensive, but you get a little bit
of extra mileage and you’ll get some good quality back links from a high PR site and
throughout their high PR network. There’s the example, that links through to our press
release for that one.

Don’t Tell Me… Show Me
Don’t show me, tell me. I’m all about show
you the proof. Hop onto Google and you
can search some of those things. Under the
video search those keywords that I gave
you first, the keywords that we’re ranking
for number one in YouTube. These are
keywords if you go into the video search
using these video sharing services where we dominate the whole page. Rather than just
having number one because we’re submitting to a whole lot of sites, so let’s say Google
video Darvas, there we go, there’s my head. Here are all the screen shots from a
presentation we do. Look I dominate the first page. There are whole lot of different
examples of that.
Same with over at YouTube, some of those keywords. I’m trying to remember one. Maybe
was it best stock broker or something like that. There we go, there’s my head right up the
top. You can search that in your own time. I only show you that more so you can see that
I’m not someone who read it in a book. I’m someone actually out there who’s tried and
tested it and I’ve proven it works.
Host it Yourself
The final slide or very close to the final slide
in this section is about hosting videos
yourself. So go YouTube first then go to
the traffic sharing websites like TubeMogul,
Traffic Geyser and then, when you’re ready
to do it yourself, you can use Amazon S3.
Amazon S3 is a good place to start if you’re
going to be streaming your own material outside of Viddler and Vimeo. There is option for
using, they’ve got a Cloud front service. It’s an additional service you pay a little bit more
for but Amazon has servers throughout the world. When someone actually goes to stream
one of your videos, Amazon recognizes where that user is and will stream them from the
data center closest to them. So it basically means they’ll get better quality streaming back.
You can also have a look at a service we use, eZs3.com which just makes working with
Amazon S3 a breeze. You upload it in there, it’s very easy to create video plays. You can
customize plays, all click button work and they’ve got templates.

You can also have a look at WordPress. We mainly use Amazon S3 or eZs3 to embed it but
you can also look at embedding them if you’re going to go into WordPress using FLV
Embed which is a plug in which you can install which will enable you to easily embed
video into your WordPress blog. It also creates video site maps as well.
Question: It’s another resource. Wistia is really good. You upload it into Wistia
and it actually gives you analytical data as well. It will tell you when your people
are dropping off out of your video and things like that. It’s really wonderful.
David: It can be used on anything, not just WordPress, any site?
Question: You upload it to Wistia and it has its own embedded code
and you can put it onto anything you want.
David: Is there a fee?
Question: They have a seven day trial, but there is a fee.
If you go on to Mixage, that’s what they use.
David: Thank you. The other thing you can look at Flowplayer, is a great free thing, they do
have a pro version as well, but there is a great video player you can do as well.
Once last thing and this is another thing that I wanted to add in is about using video PDFs.
This is a cool little technique that I use to try and make my PDFs stand out. If you go to
MelbourneSEOservices.com, opt in for the SEO manifesto. Go ahead and download that.
You’ll see I’ve got a report that has screen shots of videos throughout it. So I’m not
embedding the video, all I’m doing is taking screen shots, they click it and then it links
through to the video. So it just brings your PDF reports a little bit more to life. That’s just
another little thing we do and video and email is something that I talked about a little bit
earlier. It’s probably something if you do it, for now, you just embed the image and make it
clickable.
On that note, does any one have any questions?
Question: Two. One I was hoping we would find out how to get everything out there.
I know we were focusing on YouTube. You’ve gone through TubeMogul which looks
cost prohibitive and then there was the other one which was Traffic Geyser.
Are you going to explain it to use? I’ve heard about it a lot and I have no idea
how it works. My second one is, are you covering vod casting?
David: We won’t be covering vod casting in this one. We may do it as some added bonus
or something like that. I’m starting to get the feeling this would have been a two or three
day workshop.

Pete: With the Traffic Geyser material, Mike has that much video of how to use his service.
Traffic Geyser has literally hundreds of hours of training video around video marketing as
well as how to use his service. It walks you through a road map, I think it’s a thirteen day
road map thing, it gets you going. It’s crazy. There’s no point going through that here
because you can’t beat his internal training, he’s an awesome video guy.
David: As far as distribution in your own situation, spend ninety percent focusing on
YouTube and I showed you exactly the way that I do YouTube. Then spend the remaining
time doing those video sharing sites. Then you might also look at doing some iTune work
as well. That’s probably another area that you do want to look into.
I think probably the best way to do this, this workshop is more about giving you that
overall pointing you in the right directions and the tools that you need. Maybe we need to
set up some kind of monthly coaching program or something like that, something to think
about. Do we have any other questions?
Question: With your SEO clients, with the videos, do you just want them to dominate
the video page in Google? Or is it just too hard now to get the video on page 1
of Google search now?
David: You mean in universal search?
Question: Universal search. It used to be easy to get a video there with Traffic Geyser,
now it’s much harder. With your clients are you still focusing there
or would you rather them dominate the Google video search?
David: The Google video search, not as many people use it. All you have to do is think
about your own preferences. How often do you go to that? Probably rarely. I want them to
dominate in YouTube more so for ‘how to get your wisdom teeth removed’, something like
that. That’s more the direction I’m going for that particular client. Trying to get it into
universal search, once you start to do those back link building work, you will start to
appear on that page.

So I never make any promises to clients. I always tell them I’m going to treat your website
as though it was my own and I’ll give it absolutely everything, but I’m not going to promise
something when I can’t guarantee what Google is going to do. I’ll make sure I put them in
the best position though.
Pete: That process still works for getting ranked in universal search. If you go search Daryl
Guppy which is one of the examples, I think you rank as a video there in the third or fourth
position anyway. It’s just harder.
David: It’s harder because there is competition, it’s still a lot easier than normal. One and
that’s me as well, so I’ve got both of the spots there.

How To Distribute Web Video Content

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