Video Site Maps: Why Bother? Copyright 2008 Customer Paradigm, All Rights Reserved.
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1 Video Site Maps: Why Bother? Copyright 2008 Customer Paradigm, All Rights Reserved. Web Marketing
2 FACT: Buzzwords 50-70% of consumer & business purchasers start with Google, Yahoo or other search engine. 2
3 FACT: Buzzwords Search users trust organic search results more than sponsored search results from advertisers. 3
4 FACT: Buzzwords People search for some really strange things. 4
5 What Do People Search For? Company s Website Directions News Buy / Research Products Get Information Is the guy who asked me out a serial killer? Is that from mom a hoax? 5
6 What Do People Search For? Top 10 Search Terms by Category, Four Weeks Ending April 25, 2009 (%) Search Term paypal paypal.com paypal login people search m intelius pay pal lady kathryn experian jbbs IT and Internet Search Volume honda toyota ford harley davidson oreilly auto parts nissan dodge chevrolet kia Automotive Manufacturers Search Term honda motorcycles Search Volume
7 What Do People Search For? Movies Net Communities and Chat Search Term Search Volume Search Term Search Volume netflix 2.78 myspace 5.00 imdb 1.41 facebook 4.28 netflix.com 0.52 youtube 1.83 blockbuster 0.50 myspace.com 1.61 fandango 0.42 facebook login 1.23 redbox 0.42 facebook.com 0.90 movies m 0.61 new moon movie 0.30 my space 0.56 robert pattinson 0.27 you tube 0.40 twilight 0.27 twitter
8 Q: Buzzwords How many searches are done each day in US? 8
9 1. 50 million Buzzwords million million million million 6. 2 billion 65 BILLION searches / month 9
10 FACT: Buzzwords Every 1 minute, 24 hours of video uploaded to YouTube. 10
11 FACT: Buzzwords Average Person spends 15 minutes a day on YouTube 11
12 FACT: Buzzwords 200,000 videos uploaded to YouTube Each Day 12
13 FACT: Buzzwords May 2010: 2 billion videos served on YouTube each day. 13
14 FACT: Buzzwords YouTube s audience 2x prime-time US broadcast audience 14
15 FACT: Buzzwords It would take 600+ years to watch all the videos on YouTube 15
16 FACT: Buzzwords You Tube Video Source: Amateur: 80% Professional: 15% Commercial: 5% 16
17 Q: On Average, How many interactions does it take for someone to go from Browse to Buy? 17
18 1. One Buzzwords 2. Three 3. Five 4. Six 6-12 Interactions on Average 5. Twelve 6. Twenty 18
19 Six Step Process 1. Customer Acquisition 6. Live Sales Interaction 2. Lead Capture Current Customer / Prospect Database 5. Question & Answer 4. Online Response 3. Retention Marketing Info Whitepaper Contact Me Now Attend Online Seminar Guiding Prospects into Paying Customers 19
20 Six Step Process 1. Google Search 2. Read Article 6. Live Sales Interaction 5. Conversation 4. Thanks 3. Contact Me Now Guiding Prospects into Paying Customers 20
21 Buzzwords A Website is a Destination Location 21
22 Buzzwords and it takes a lot of work for someone to visit. 22
23 Buzzwords Make sure your site can your visitors. 23
24 Contact Me Now? Passive: Wait For Customer To Pick Up Phone & Call Active: Please Contact Me Now Form Lower-involvement, Lower-commitment activity 24
25 FACT: Buzzwords If your company s site isn t ranked high: -Customers can t find you -Perceived as less important -Competitors gain & you lose 25
26 Human s View of A Website: 26
27 Google s View of Your Site: 27
28 How Do Buzzwords Search Engines Work? 28
29 How does a search engine work? Automated programs that crawl the web Save key info about site (keywords, page names, etc) Rank site for specific search terms 29
30 How humans see a site: 30
31 How search engines see a site: 31
32 Buzzwords Search engines are great at reading 32
33 Buzzwords But Search Engines are easily confused. 33
34 How does a search engine work? Can t read words or content of graphics*, video, flash animations. Some Navigation Systems aren t easily followed. * Google beginning to scan images inside PDFs that contain words and convert using OCR. 34
35 Buzzwords What matters to a Search Engine? 35
36 What Search Engines Look For? Things on Your Website (relevant text) Things not on Your Site (inbound links) 36
37 What Search Engines Look For? Relevant Inbound Links (outbound links help others, but not you) More sites that link to you, the more important your site becomes to search engines. If sites that link to you are very relevant / important, those inbound links worth more..gov,.edu better than.com 37
38 What Search Engines Look For? Relevant Text Copy is King! The more copy the better Headings and BOLD Words Matter Keyword Density: 5% density = use keyword 5 times out of 100 words on page. Google tracks keyword density differently (Title tag vs. copy vs. H1) 38
39 What Search Engines Look For? Short Pages - Marketing Fluff Long Pages (500+ words) More like an article Relevant information Links to other internal pages Embedded Graphics or Videos 39
40 What Search Engines Look For? Domain Name Keywords in Domain Name Age of Domain Name Google Sandbox Subdomains ( .customerparadigm.com) Directories (customerparadigm.com/ ) 40
41 What Search Engines Look For? Title Tags Often forgotten Extremely important Top link in Google Page Names Infuse keywords in page names Section Headings (H1, H2) Viewed as important by Google Links to other pages Words in links (Read more about Boulder Marcom Group) 41
42 What Search Engines Look For? Clean HTML Code Images: Image Names Image Directories Alt Text for Images Meta Keywords, Description How Often Pages Are Updated Site Map XML Site Map 42
43 Buzzwords HOW TO GET YOUR VIDEOS FOUND 43
44 What Search Engines Look For? Google often ignores embedded videos YouTube page gets credit You need to tell them what you have 44
45 What Search Engines Look For? Title, Description very important Captions and Keywords Transcribe for best results 45
46 Site Map 46
47 Site Map XML-Site Map: 47
48 Video Site Map 48
49 Video Site Map Components <loc> - Landing page <video:video> <video:thumbnail_loc> thumbnails > 160 x 120 <video:title> 100 characters <video:description> 2048 char <video:content_loc> player loc <video:player_loc> embed 49
50 Video Site Map Components <video:duration> - seconds <video:expiration_date> <video:rating> <video:content_segment_loc> (if long video w/ segments) <video:view_count> # times watched <video:publication_date> T11:23:30-07:00 50
51 Video Site Map Components <video:tag> - <video:steak> (max of 32 tags) <video:category> (cooking) <video:family_friendly> yes/no <video:restriction> (countries) <video:gallery_loc> gallery loc <video:price> $$ <video:requires_subscription> (free or paid) 51
52 Video Site Map Example <url> <loc> 34</loc> <video:video> <video:player_loc allow_embed="yes" autoplay="autoplay=1"> outube.com/v/xqu148ofsv0</video:pl ayer_loc> <video:thumbnail_loc> com/vi/seoqslhvduo/default.jpg</vi deo:thumbnail_loc> 52
53 Video Site Map Example <video:title>frank Azar - the Strong Arm - Personal Injury Lawyer in Denver, Colorado </video:title> <video:description>watch a 30 second commercial featuring Frank Azar - the Strong Arm - a Personal Injury Lawyer in Denver, Colorado</video:description> <video:publication_date> T19:27:28+00:00</video:publicati on_date> <video:duration>30</video:duration > 53
54 Video Site Map Example <video:family_friendly>yes </video:family_friendly> <video:tag>personal injury</video:tag> <video:tag>lawyer</video:tag> <video:tag>attorney</video:tag> <video:category>personal injury</video:category> </video:video> </url> 54
55 Video Site Map Example Suggestions: Watch for & and other illegal characters! 55
56 Seems like a lot of work! Host your own videos? Use YouTube? Use Feedburner? Hand-built video sitemap (best) Automatic Solutions Word Press Plugins 56
57 Video on YouTube 57
58 Embedded on Blog 58
59 Embedded on Blog 59
60 Use a tool in WordPress 60
61 Submit to Google Webmaster Tools 61
62 Use a tool in WordPress 62
63 Use a tool in WordPress 63
64 Search Engine Marketing 64
65 Search Engine Marketing 65
66 Search Engine Marketing 66
67 Search Engine Marketing 67
68 Questions? Questions? Web & Marketing Personalized URLs Print Design Contact: Jeff Finkelstein:
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