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vzaar Chairman Gareth Cadwallader recently caught up with social video expert Barney Worfolk-Smith of Unruly Media to get the lowdown on how brands can harness the power of video sharing.
Barney talks video sharing at The Future of Video Marketing

Barney talks video sharing at The Future of Video Marketing

GC: Barney, one of the first things you said that struck me was that despite all the dancing cats and the increasing presence of longer-format film content, fully 25% of views of video on the web are of ads.

B: That’s right. But people who are interacting predominantly online need to be advertised to differently. More so than in the era of TV and print advertising, people are living in a live stream of conversations with their friends and colleagues. What your friends are retweeting and recommending has never been a more powerful influencer on buying decisions than it is for the online consumer today.

GC: And that has big implications for the way we think about our video marketing campaigns. More than ever, our ad content needs to get into those conversations and become part of the flow.

B: Yes, exactly. Smart brands don’t use their ads to interrupt the conversation. They become the conversation. This is the design criterion for ad campaigns today: to become the thing that your target audience is talking about.

GC: What would a good example of that be?

B: During the recent Superbowl – which has become a tent pole event in the global advertising calendar, GoPro remixed Felix Baumgartners astonishing Stratos jump. It’s in full HD and I shared it the moment I saw it.

GC: So, I know at Unruly you pride yourselves on your scientific approach to video sharing and ‘virality’. So, analyse the GoPro campaign for us.

B: You’ve got to start with the most powerful findings from our research: that, when it comes to content, there are two significant variables that get videos shared. First, videos that have highly emotional content get shared twice as much as those that don’t. It stands to reason, why would you share something amongst your peers that was average? The GoPro content isn’t just exciting. It’s exhilarating! Next, give people a reason to share. That could be attention seeking from their peers, a shared passion for extreme sports or tapping in to the zeitgeist of the moment. The GoPro piece manages several of these.

GC: So, tell me how I recognize highly emotional content when it’s at home?

B: You can get positive or negative emotional content. We talk in terms of arousal levels. Positive emotions that generate high arousal levels would include hilarity, inspiration, astonishment and exhilaration. Negative content that generates high arousal would be disgust, shock, deep sadness and anger.

GC: So videos with either positive or negative high arousal are more likely to get shared.

B: That’s right. If you are a creative artist, or maybe certain types of charity, or a Government agency issuing warnings you might find negative, high-arousal content to a really effective way of disseminating your message. The remake of the classic horror film Carrie used shock to great effect in a recent ‘prankvert’, for example. But if you are a commercial brand, you’re playing with fire. In practice, commercial brands are increasingly looking to mine those positive, high arousal attributes.

GC: So, the first big message is that online videos that get into the conversation need to evoke strong positive emotions and among those, stories of personal triumph can be particularly effective. What else?

B: One of the differences we’ve seen between TV and social video ads is that brands are often far more tentative about asserting themselves online. On average it takes 30 seconds for a brand to reveal itself in a social video, much longer than is typical in traditional media. So, we advise our clients to challenge themselves to express more of their pride in their brand up front.

GC: And I know you have a strong message about distribution, too. Despite the mythology, very few videos go viral without a plan, isn’t that right?

B: It is, yes. There’s a simple piece of arithmetic that says: if a video is only seen by a few people it can only be shared by a few people. Malcolm Gladwell has confused people with his book The Tipping Point into thinking that just a few key individuals can spontaneously turn a video that a hundred people have seen into a global phenomenon. In practice, while the tipping point effects can happen, the fact is if you want to have a reasonable chance that your video is seen by millions of people, it needs to be seen by many people on many platforms early on in its life. Get the arithmetic working for you, not against you.

GC: So, here at the start of 2014, what would you say are the practical implications for video marketers of Unruly’s research?

B: This is the year of the World Cup, and I think that more than ever before we are going to see brands focus on intense emotional content in their video campaigns. Of all the positive high-arousal attributes, exhilaration is the most effective when it’s successfully conveyed – effective in both the propensity to be shared and to be recalled. Likewise, we’ve undertaken a specific study in Brazil about sharing habits there and it’s the emotion that drives the highest sharing at the epicenter of the biggest global sporting event. So, I predict that 2014 will be the Year of Exhilaration when it comes to video marketing.

GC: Well, to finish on that highly positive emotional note, thanks so much for talking to us, Barney, and to everyone at Unruly for sharing your research on the Science of Sharing with us.

Video sharing is a great way to grow brand awareness. Barney Worfolk Smith of Unruly Media talks us through the 6 ways you can encourage video shares.

“I used to stand up here and explain what our company does, but since we’re a video company, our marketing and design department are very proud of the new video that they’ve created, which explains.

It explains what we do actually, but also rather helpfully shows you some of the type of videos our company spends its time distributing. It will give you a flavor into the area which we tend to play most of our time, which is B2C. What this chart is about is, put simply, the way in which video sharing has grown.

As you can see, it’s an exponential curve in 2012 when this chart refers back to. You’re looking at 18 million shares of the top three pieces of content in that year as measured by our viral video chart, compared to if we look back at ground zero for really just predating YouTube of 1.6 million shares being the number of top three videos shared in that year.

People hear me sometimes talk about Zuckerberg’s Law, which if any of you guys are into tech mirrors Moore’s Law, that the speed of computing will double each year. Zuckerberg’s Law holds that the amount of sharing of content will double each year, and that’s pretty much holding true for the last three or four years. And it’s not just cats, dogs on skateboards, etc. this is brands, that are gaining enormous amounts of earned media for this.

Anyway. A lot of what we do is offer insight into precisely what makes shareable content and if you have a thing called the viral video chart, as we have done since 2006. People instinctively want to be at the top that. Brands are keen to be at the top of that. For a long time we offered conjectural advice about what makes good content.

If you spend a day looking at video content you become quite adept at understanding what will work and what doesn’t, however there’s an awful lot of people in East London with beards and spectacles and checked shirts who’ve got an opinion about what makes good viral content. And the founders of our company, being academics themselves, are very keen for us to be able to deliver advice that was rooted in empirical research. So rather than me saying, I think that content is shareable, we think it’s not, the data says, based on empirical research, this is shareable or not.

This is the book (Viral Marketing The Science of Sharing) written by our academic partner, Dr. Karen Nelson-Field, who is based at the Ehrenberg-Bass Institute of Marketing Science in South Australia. If you’re interested in this it’s available on Amazon, it’s about 20 quid or something. It will take you an hour to get through it. It’s really interesting because Karen is actually an ex-marketeer. She used to be a marketeer for Diageo in Asia Pacific so it’s written in quite an interesting way. It’s very accessible for marketeers and it’s not too heavy an academic piece of work. Rather than me talking about that in a broad brush sense, we draw from this some key things, which we advise clients about when actually generating content, when they seek virality within that content.

So, number one, and as Gareth was saying, some of this might seem desperately obvious, but this is routed in stats, which gives it hopefully, inherently, more gravitas. So, number one, make it emotional. Specifically in that sense, videos which are emotional, highly emotional, be it either in a positive or negative way are twice as likely to be shared and here you can see for example, you may or may not spend much time looking at viral content on the web in this particular corner of marketing, but this was a Proctor and Gamble advert for the Olympics in 2012.

There’s been a recent remix of this, for the Winter Olympics showing some children trying really hard at skiing and then you see them go through their life and their mom is helping them and then they win at the Olympics and it’s a fabulous, beautiful thing and they hug and everyone cries and it’s deeply emotive, and as a result this video, during the Olympics, was the most shared video of that period and highly emotive.

I’ve mentioned positive and negative emotions can drive sharing, but for brands that we speak to it’s not always necessarily a good thing for your content to be shared with someone on Facebook going, “Oh my God look at this awful thing.” With negative emotions, such as disgust, sadness, shock, and anger you can imagine that, yes it’s applicable for perhaps a governmental organizations, charities, the classic 80′s horror film ‘Carrie’ has recently been remade and that had a viral video, which was genuinely hairs on the back of the neck shocking, but if you are reviewing a brand, let’s say for example a technology brand or sportswear, whatever it might be, going for these type of negative emotions, it’s probably wiser not to.

Next, cute cats and celebrities, which to the layman when they think about viral videos that’s what they always think of. The creative device, sorry this is a relatively technical term within the book. What the creative device means is it’s the thing in the video. A cat or dog or baby or celebrity or whatever else it might be. Statistically from the 1,900 videos which were studied in this book not one of those things statistically registered as more shareable than the other.

We’ve seen a lot of adverts with cats and Evian roller babies and the like, and we felt it was quite important in exploding that myth. Stuff that actually really counted and shifted the dial of whether people would share something or not was the actual emotions themselves. Apart from personal triumph, which was really interesting, and I suppose this is where we kind of stop, because after that you’re going into psychology, I suppose. But, personal triumph always seems to share very well and lots of brands have begun to find their way to this through testing.

For example Diageo, Nike, bizarrely a couple of other booze brands as well. The other interesting thing about personal triumph is that of all the various research and study that we do they tend to be focused by country, because, as you can imagine, what’s funny in France isn’t necessarily funny in China, but personal triumph cuts through that and works on an international basis, which is probably why a lot of brands have found their way there.

Be proud of your brand. I found this the most interesting and compelling thing from the book. The average TV advert of 30 seconds, since the 70′s, there’s an awful lot of research and it’s very well documented about how many times a brand can visually or verbally be referenced in 30 seconds. Social video, as we call it, rather than viral video, social video has been around for let say since 2006 and it’s almost as if it’s being delivered apologetically by brands. It could be an amazing piece of content, but at the end, they’re like ooh sorry. That was brand X.

The reality of the situation is a lot of brands are missing the opportunity to insert their brand into that more, because at the end of the day this is a marketing channel. It’s not just about titillation, it’s about altering people’s perceptions or ultimately right down the sales funnel of making them buy stuff. As a result some of the advice, which we’ll give to brands is to actually think about dialling down levels of virality and emotional intensity and start thinking about inserting the product in there, especially if it’s an FMCG advert, a brand you’ve personally been exposed to this piece of content will walk into a supermarket. It’s really important that brand recall has worked, because there’s soap powder X and soap powder Y and it’s at that point that they’ll make a decision based on that.

Don’t over invest in content and under invest in distribution. Obviously we are a company that profits from distribution of content. This is why this isn’t disingenuous. The simple fact, statistically from this book, is that if a video is only seen by a few people it can only be shared by a few people. It’s common sense.

We’ve got Malcom Gladwell who wrote Tipping Point to thank for this misunderstanding, people seem to think that you stick a video on YouTube and it’s somehow going to inexorably grow and turn into a viral sensation. It simply doesn’t happen, apart from the odd black swan event, like Gangnam Style or some other meme. The reality of the situation is that to get a large number of shares there needs to be a large viewer base to start. Now, this is a screen from our lab, we’ve got a lab based over in East London in the basement, and these things refer to different types of digital media. The basic story is distribute in as many places as possible, as quickly as possible to add oxygen to the fire over a short period of time to drive virality.

And then, exhilaration. We’ve actually undertaken quite a lot of study about exhilaration recently, almost accidentally, because of the World Cup coming to Brazil and creating a specific share program, and exhilaration looks, by the way this is Top Trend, is going to be what a lot of the content created for the World Cup is going to be all about. But, as I was eluding to a moment ago, exhilaration is the most successful trigger in terms of driving both virality, but at the same time making people remember stuff with 65% recall.

Second, incidentally is hilarity with 51% in terms of making people share and remember a thing. We’ve found from our studies hilarity is the trigger most often missed, unsurprisingly. It’s all about exhilaration and I think we’ve got another little video to show you, which you may or may not have been exposed to, which is all about hilarity.

Magnificent stuff. The seventh most shared video of last year. We’re showing this video because we’re often asked the questions about whether, would social video be right for my brand. Volvo trucks is something which is not necessarily immediately congruent with that. So it’s a good lesson to people, that you can play in that space if you want to.

Anyway, thank you very much you guys.”

It’s super important to tie business goals to your video marketing campaigns. Whether your goal is driving traffic & conversions, raising brand awareness or encouraging links and shares, will have a big impact on the content and implementation of your video marketing. Phil Nottingham of Distilled gave us his best practice advice at our recent event. vzaar’s Gareth Cadwallader gives his take…

“A couple of weeks ago, I was really pleased to host an event on The Future of Video Marketing at the Digital Marketing Group of London’s Stationers Livery Company. It was cool to be talking about 21st century digital marketing in a five hundred year old Stationers Hall in the City of London. We had a full hall with about a hundred attendees on a stormy January night.

I’ve been reflecting on the excellent presentations we heard and the subsequent discussion. We were fortunate to hear a great presentation on video SEO from Phil Nottingham of Distilled that really got me thinking…


Video Marketing Must Be Loved

Phil started out by making an observation that frames the challenge of digital marketing today. Whereas in its first decade or so, the key feature of the internet was that suddenly marketers had incredible access to everyone and everything, the pendulum has swung; today the internet is increasing characterized by the filtering out of what we don’t want to see.

All the main platforms are giving their users more and more support to keep unwanted content away from them. The implication for marketers is that now, more than ever, your marketing must be loved in order to be viewed.

Phil Nottingham On Video SEO

Three Main Goals for Video in Marketing

I was also struck by the clarity with which Phil set out three distinct goals for video marketing, and the implications for each goal.

Goal 1. Video to generate traffic & conversions

First, he identified videos whose purpose is to generate traffic and convert viewers to customers. This is a core use of vzaar’s platform, so it was of particular interest to me. The main characteristic of these videos is that they work with and within a page.

If it’s true that product pages are effectively your digital sales-force, then the video is a key conversion tool within that page. It’s all about getting higher rankings, higher page views and higher click-through rates.

Phil made a great point that these videos should always be hosted on a secure commercial platform like vzaar and not on You Tube or Vimeo.


Because for these videos you’re really only interested in viewers who are going to stay on your site and potentially hit the buy button or call the order line. What you don’t want is to spend good marketing money generating traffic for YouTube that you’ll never see again.

Phil reported an impressive statistic from his own research: that less than 1% of the traffic that company’s generate for their videos on You Tube gets returned to their own site.

Video Marketing At Stationers HallGoal 2. Video for brand awareness

Where YouTube comes into its own is for videos that are intended to generate broad brand awareness. This is a very different objective to that of converting views to sales. Three points that Phil made about this second goal for video marketing have stuck with me.

First, he identified two distinct types of video that can be effective in generating brand awareness; what he called ‘hero’ content – this is the stuff you hope will go viral – and unbranded informational content, with no call-to-action, that create goodwill towards the brand.

His second point was that either kind of content needs to relate well to an audience that is relatively unfamiliar with your brand. This is why it’s so hard to use the same video content for multiple purposes: the transactional, product marketing videos are targeted at visitors who are already pre-disposed to consider the product in question, whereas videos serving the goal of creating brand awareness are targeted at people who might know very little about the brand.

His third point was that the key metric for these videos is not views, as such, but user engagement – how many people watch your videos all the way through?

Goal 3. Video for links and shares

Finally, I was also struck by what Phil said about a third goal for marketing videos; to stimulate links and social shares. The challenge here is obviously to create a video that others want to link back to your site.

I really liked the way Phil explained a two-phase strategy for these videos. It can be a real mistake to go out to You Tube too early – again because you want the links back to your own site, not theirs.

At the outset, it’s best if the video is only visible on your own domain, so this is another example of where you need a secure, commercial video hosting platform. Once you’ve started to see the video generate its own traction, that’s the time to go broad and wide with You Tube – but even then, it’s worth tracing those sites who are linking to the You Tube video and encouraging them to link back to your site instead.

From the front of the hall I could see that after Phil finished his presentation the entire audience mouthed ‘Wow’ to themselves. It was a great pitch that I’ve been thinking a lot about since.”

Categories Community, Video Marketing, Wider World
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Harriet_Cummings_-_Copy_EditorHarriet Cummings is Copy Editor at creative online marketing company Distilled where she does all sorts of nice things with copy and what-not. When feeling particularly energetic, she goes head first into big projects such as tone of voice and content strategy makeovers. She does need a cup of tea afterwards, mind.

Here she explains some of the common myths surrounding YouTube and video SEO…

Given that YouTube is owned by Google, there’s a common misconception that to optimize videos for SEO you should feature YouTube embeds on your site. However, if you’re trying to increase the traffic to your own site, this really isn’t the best thing to do. The first priority of YouTube is to drive traffic to its own site where it can ring up the dollars selling ad space. Meanwhile yours is left with as many visitors as a lido at Christmas.

In this blog, we’re going to set the story straight, debunking some of the myths that surround this topic.

Myth: Only YouTube videos will show up in Google search results.

You can, in fact, use almost any platform for your videos, allowing you to choose one that will direct results to your own site.

Myth: A YouTube embed on a page helps it to rank better.

Most SEO research suggests that this is a load of old codswallop. The best way to increase the rankings of a page is by ensuring it has plenty of lovely inbound links.

Myth: Getting my content seen is all that matters.

YouTube is like the Hotel California of websites – people never leave. It’s too easy to get distracted by all the great pieces of related content, going from one thing to the next until you forget what the heck you were after in the first place.

People don’t visit YouTube to find products and services to buy. They want to be entertained, made to laugh, and possibly shown a kitten wearing a bow tie. This means they won’t search for your content. And to make matters worse, using YouTube to host means that the version of your video on youtube.com will be competing against you in the site rankings.

The golden rule? Remember that most of us humans have the attention span of a puppy on its birthday and need as much help as possible to find your site. And, of course, if we never make it that far, we can’t buy your stuff, crank up those conversion rates, or do any of the things you want us to.

So, how do I get a video ranking in the Google search results for my website?

Host with a secure platform

You’ll need to use a paid platform (such as vzaar) which allows you to ensure that the only visible version of the video is the one embedded on your site.

Video Sitemaps

In case you didn’t already know, it’s essential to create a video sitemap entry for each video. Confused? A sitemap is a kind of XML feed which details metadata that allows search engines to find and index your videos. vzaar have just launched their new Video Sitemaps feature which will allow you to fully automate the process without having to worry about the specific technical wizardry, but if you’d like to learn more, check out this easy to follow blog on the subject.

Are you saying you should never put videos on YouTube?

Not at all. One of the largest search engines in the world, YouTube runs second place after Google. YouTube is, then, a mightily powerful marketing tool and can be used to achieve wonderful things. But before enthusiastically uploading all video content, wrap your head around the following:

  • Any content you upload to YouTube needs to be relevant to a YouTube audience

Bearing in mind that the main reason people visit YouTube is to be entertained or informed by a video, often unconcerned about specific brands, you need to ask yourself, “does my video help solve a specific problem for a set of web users?”. If you’ve created product explainer videos, or something very sales focused, then the likelihood is that this content won’t be useful for people searching on YouTube.com.

  • To provide value, videos need to help build your brand identity

As YouTube typically doesn’t drive much traffic back to other websites (YouTube users normally stay on YouTube to watch more videos rather than clicking away to another site) the main value businesses will get from a presence on YouTube is brand awareness. This means, to achieve tangible marketing benefit from the platform, videos need to aid in cementing brand positioning in some way. For more details, check out this post on the marketing value of YouTube.

Want to get your hands on more advanced info? Watch Phil’s presentation from SearchLove 2012.

Additional Resources

Distilled: Killer Video SEO Tips

vzaar: Devs Explain Video Sitemaps

How To Create A Video Sitemap

Video SEO Help Document

Categories Community, Video Marketing, Wider World
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Video SEO. It may sound scary but in reality there’s a few simple things you can do to make sure your videos appear in the search results and drive traffic to your site.

We asked SEO experts Will Critchlow and Phil Nottingham from Distilled for their top tips.

Find out:

  • What are the main things you can do to improve your video SEO?
  • What is a video sitemap?
  • How can you improve click through rates of video search results?
  • How can video be used to improve natural link building?
  • What are the main things that can harm your video SEO?
  • Are YouTube videos given preference in the search results?

Hayley: If you want to drive a lot of traffic to your videos it’s a good idea to think about your video SEO. So we asked the guys from Distilled to give us a few pointers.

Will: Hi, I’m Will Critchlow, one of the founders of Distilled.

Phil: And I’m Phil Nottingham a consultant here in Distilled London.

Hayley: What are the main things you can do to improve your video SEO?

Will: So we’re talking here about getting pages from your own website into Google search results with a video alongside it. And in order to do that, firstly you’re going to have to have the video embedded on the page. And you’re going to have to provide some meta-information to Google.

Phil: Basically two ways that you can provide that information to Google, or to another search engine in order to get those results, and that’s either through a video site map, or through using schema.

Hayley: And can you just clarify what a video site map is?

Phil: A video site map is essentially an XML file that’s going to show Google, or another search engine some information about the videos on your site. So there’ll be a little tag that says URL, and that’s going to indicate a specific page on your website, and under that you’re going to have a video tag, and within that video tag you can include all these different pieces of information about your video. So what the title is, where the thumbnail for the video lives, where the actual video file is, and all that kind of thing. You’re going to get a really nice bold, pleasant picture in the Google search results which is going to be much more clickable than just your standard result.

Will: Include that site map in the robots.txt file on your own website as a site map link so that a search engine can find it.

Hayley: Are there any things you can do to improve the click through rate once your videos are appearing in the search results?

Will: Step one is going to be probably ranking for the right things, so using the right words, and phrases. Using the words, and phrases that people are going to be searching for that would likely find your page. You want to use them on the page itself, and in the meta-information about the video.

Phil: And then there’s a few things you can do just to improve the appearance of your specific result. Number one is the kind of video thumbnail itself. Think about something that’s going to be very enticing. Typically stuff with somebody’s head, if it looks nice bright colors is going to be more attractive than just something grey, or nonspecific.

If you can have somebody looking like an action pose, or smile rather than somebody else looking grumpy and kind of bored, or whatever. So when you’re doing your video site map, you need to think about optimizing the title, and the description for clicks. So think about a title that’s going to be very relevant.

As Will said kind of using those specific terms, but also make it very interesting, and think almost like kind of a PR, and advertiser, what’s going to be the kind of thing that’s going to generate clicks, and make people want to look at your website? And then the description itself should be informational, demonstrate something that’s going to be good about the page. So give a reason for people to click on that.

Hayley: What advice would you give to somebody looking to build natural links to the video?

Will: That largely comes down to people outside of your website linking to your website. In terms of actually the value of the link, my actual favorite metric is do people click on it? Does the link send visitors to your website? Ideally visitors that do what you want? Do they come, and do they watch your video? Those are the videos that I would value most highly.

In order to get those, you’re obviously going to need to target getting links from places that lots of people go, that are closely aligned with your subject matter, and who in the case of video particularly are the kind of people who are prone to watch an online video.

So doing a little bit of outreach, getting your video famous, getting some feedback – that kind of thing is all going to be the stuff that’s going to help your video rank better.

Hayley: And is there anything you can do which will have a negative impact on your SEO?

Will: The overarching things that can hurt you are generally when you’re trying to trick Google. And so any way you try to get links through manipulation, if you’re trying to hide information from Google, or put information on the page only for Google that you hide from regular users. Those kinds of things that are going to hurt you most.

Phil: And there’s a few things on the video side specifically that you should be careful about. So firstly Google, and Bing as well look very unfavorably on site maps that are either seem manipulative, or just not correct. So really you need to be careful about making sure that the site map is always up to date, it’s always got the correct information, and you’re providing the right thumbnails, and all the titles in the descriptions are correct.

The kind of second thing is cannibalization, so there’s a few ways which you can kind of cannibalize your rankings with videos. One is having all the same data for all of your videos in your site map. So if all your videos are called like video one, video two, video three, and all the descriptions are like enter description here, or something very generic, it becomes a case of you’re not giving enough specific information to the search engines for them to differentiate between your content.

So you need to think about kind of cannibalization from that perspective. And the second one is kind of not having multiple pages totting the same thing across all platforms that you’re working on. So one thing that can be problematic is having a video on YouTube for example, and on a platform like vzaar, because your trying to sort of compete for the same terms with two different pages.

So really the kind of best approach is to think very targeted and specific, and say ” OK, where do I want this video to live? Who do I want to be there?” And then really having that one strong page that’s going to be very clear, showing the search engine signals that suggest that suggests that’s the one that should rank for those keywords.

Hayley: Are YouTube videos given preference in the search results?

Phil: So YouTube is obviously the biggest video platform on earth it’s a Google property, so YouTube videos will typically get indexed in the Google search results very, very quickly. But that doesn’t mean they inherently have preference, and rather than thinking is it going to rank better if I put it on YouTube, or I put it on my own site, you should really think about the users themselves, and work out what do you want the users to do?

If it’s the kind of video that’s there to maybe improve your brand, or drive awareness it might be okay for them to go to YouTube, and view the video there. But really if your video’s more tied to a specific action, like a product video that’s going to help people purchase things on a page, then really putting it on YouTube is probably not the best option. So really the question is do you want users on your site, or do you want them on YouTube?

Hayley: So I hoped that’s helped with your video SEO. Thanks the guys from Distilled, and thanks for watching.

Additional Resources:

Video SEO: The Secret Behind 136% Organic Visitor Growth
Video Sitemaps: vzaar Devs Explain
How To Create A Video Sitemap
Video SEO Help Document