To improve your page rankings, you need to meet Google’s requirements in producing content and Google expects it to be original. Screen scraping is almost guaranteed to get your ranking smashed. Since YouTube was bought by Google, the importance of having videos linked to your website increased dramatically. In Episode 04 of SEO Bites, Wayne Bucklar talks about the requirements and best practices when creating Video SEO.
Patrick Reyes: On the program today we’re joined by the CEO of SEO Bites Wayne Bucklar. He’s gonna talk about SEO Bites and the importance of optimization of websites through videos. Pleasure having you on the show Wayne.
Wayne Bucklar: Thank you Patrick.
Patrick: So what is video SEO?
Wayne: Video SEO is an attempt to help people get on the front page of Google results when someone searches for them. So as the name suggests it’s an SEO tool and we do it over the internet by video.
Patrick: So for these interviews, there’s no need for a script or should we clients provide one beforehand?
Wayne: Patrick lots of clients say they want a script but delivering a script is a real talent. The reason that movie actors get paid millions of dollars is they can deliver a script and make it sound personal and emotional and engaging. Most of my clients when they get a script sound like they’re reading from a script and so as a result we try and get them to avoid a script, otherwise I sound like I just did. So what we do instead is just ask them questions, it’s stuff they know, it’s what they’re passionate about, it’s their business. Many of them have done it for decades so no script. Certainly some pre-planning about what the keywords are, what they want people to type into Google to find them and we make sure they get plenty of mentions and we make sure they turn up therefore in the transcript, in the podcast and everywhere else. But there’s no need for a script, it just make them some sound stilted and unnatural.
Patrick: Alright, so say we’ve already shot the interview and everything and I’ve already placed it onto my website, what’s after that?
Wayne: Well we shoot a total of about 15 minutes to do the interview, we’re looking for a 7 minute video and three 60 second videos and then we take those, type a transcript, we send that back to the client for them to edit with their pencils so they cross out things they wish they hadn’t said, they mark on that script where they would like photos and slides or graphs to appear and then they send it back to us. We then edit the video to match the script they’ve given us, retype the script to now match the new video as it’s edited and then we lift off the audio and we take off the transcript, set-up powerpoint slides made for SlideShare, we use the audio to go on SoundCloud and YouTube and iTunes, we use the script to inform the social media posts so the opening paragraph you read when it turns up in YouTube, the headline and the opening paragraph and then all in all there are ten separate pieces of content more or less the same but sourced from the same, re-purposed if you like from the original video, and then we post all of that on the client’s social media or accounts. If they don’t have those accounts, we can create them for them.
Patrick: Now are these interviews done daily, weekly or monthly?
Wayne: The whole point of the interviews is to educate the Googlebot, the robotic part of Google that comes looking for content to educate that that the customers frequently publishing original content. So there has to be a series of at least three to give the Googlebot a sense of timing and you can do them weekly if you want or I imagine you can even do them daily but to try and keep costs down we think the most effective and if you like the necessary and sufficient answer is once a month, somewhere between 21 and 28 days you need to do the next one, you need do to at least three of them before you see results.
Patrick: And are clients locked into a contract of some sort?
Wayne: We have no ‘lock in’ and we have a total risk reduction guarantee, let me explain both of those. Clients come along every month, make an appointment, we do the video, we do the work on it, we post it on their social media or we send it to them and we send them a bill. If they don’t like it, they don’t have to pay. If they don’t want to do anymore, they don’t have to make an appointment – there is no ‘lock in.’ And they only pay for the content that they used if they don’t use it we don’t bill them, so there’s no risk for the client and there’s no lock in.
Patrick: What are the benefits of using online videos as part of your online marketing strategy?
Wayne: Look, the first thing is that I just have a face for radio release owner, I’m not sure why I’m doing video and many of clients feel the same. But video goes on YouTube and YouTube is owned by Google and YouTube in its own right is the second biggest search engine in the world and Google’s the number one. So remember the whole point of this is to convince Google that you’re meeting their rules to frequently publish original content so you can become a domain authority. Now, video makes best use of YouTube’s capabilities and having both the long and the short videos means that you’re likely to get more videos watched right to the end which in turn gets you more Google browny points. So this is all about satisfying Google’s needs so that your page comes as far up on the listings as it possibly can.
Patrick: Is there anything I can do to maximize the effectiveness of the videos in regards to video optimization?
Wayne: Yes there is Patrick. First of all you need to give consideration to the video that’s actually going to be shot in your office. So you need to train at your camera up at eye level, you need to look down the barrel of the camera that’s the most engaging way to do it, you need to have adequate lighting, it doesn’t need to be studio lighting or anything but you can have a very strong sunlight behind you through a window and no light on your face when you’ll appear, it’s just a dark silhouette, those sorts of things, you don’t want the background of your office to look like my office does. Frankly you need to do what I never do and tidy it up, maybe you want to sit yourself in front of a plain wall with a copy of your logo on it, it might be worthwhile paying attention to some of those cosmetic matters. If you normally wear a suit and, tie wear a suit and tie, if you normally wear a polo shirt, wear a polo shirt. As much as possible when I’m interviewing I try and match what the person is wearing at the other end. Then you want to if you can plug your computer into a cable rather than use wifi, we find wifi gets a bit flaky particularly if someone turns on a microwave in the office or something like that and we can get a bit of pixilation and a bit of static whereas if it’s plugged in to a cable we get the best connection we possibly can. You don’t a lighting-fast internet connection, you need something that will give you a good reliable Skype call quality.
Patrick: And what are some factors that can affect my Google ranking in a negative way?
Wayne: Look, the biggest thing that we see that people get punished for on Google is plagiarism, using other people’s content. Be very careful if you’re paying someone else to write your blog post or write content for you, be very careful that it is genuinely original. Google expects it to be original and on behalf of the company claiming the credit for it. Screen scraping, that is copying other people’s content and directly is almost guaranteed to get your ranking smashed.
Patrick: What would you say are the best practices when it comes to video SEO?
Wayne: You want to meet Google’s requirements. Say you want a piece of content that generates a transcript of about twelve hundred words so that Google will consider it significant. You want to create a video that’s long enough to create that length of transcript but also some very short videos so that people are likely to watch them to the very end. Repurpose that hub of content get the most value out of it by creating a podcast, by creating an audio file, by creating a transcript, by creating a slideshare deck, by putting it on Facebook, LinkedIn, Twitter, Pinterest and so on and so forth. In short, you want to get the best possible value you can out of the least amount of executive time – that’s the scarcest resource that any manager or executive has is their time.
Patrick: Alright, well thank you very much Wayne and it was a pleasure talking to you today.
Wayne: Thank you Patrick, it’s always a pleasure to try and demonstrate just what it is that SEO Bites does even if this is not the usual side of the camera that I sit on.