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The grizzly truth about YouTube

YouTube is bad for your business. Their free video streams come with hidden costs: lost control of your video, diluted SEO, and sabotaged sales funnels. None of that matters if you’re posting birthday party or tee-ball videos. But, if you partnering with YouTube to boost conversion, you’re sleeping with the enemy.

Your video frienemey

Videos draw eyeballs. Nobody knows better than YouTube. In January 2012, YouTube surpassed 4 billion views per DAY. Some argue those videos boost search results. They sure do—for YouTube.Continue Reading

3 simple ways online video can get you a 50x SEO boost

Pages with online video stand “a 50-times better chance of appearing on the first page of search results,” according to a Forrester Research study.

Since that study, online video has continued to explode:

  • Online video advertising (pre-rolls) experienced nearly 55% growth in 2011  (eMarketer, Jan/12).
  • 52% of consumers say online video makes them more confident in their purchases (Internet Retailer, 2012).
  • Living Direct reports online videos caused a 9x increase in visitor time on their site (Internet Retailer, Oct/10).

But, online video alone won’t draw eyeballs to your site without search optimization. Fortunately, increasing your video’s search visibility doesn’t require SEO-ninja skills. All it takes is a few extra steps and a little common sense.Continue Reading

Where Obama gets my vote

As advertising goes, Presidential campaigns are more like a Going Out of Business Sale than a Grand Opening. It’s advertising with a drop-dead finish line.

I’m a die-hard presidential ad fan. Every four years I make the minimum donation needed to get on both mailing lists. I subscribe to both blogs, follow their Twitter feeds. It’s bare-knuckles marketing to the death. I love every minute of it.

You should too because there are lessons offered daily that can apply to your advertising. Consider the 2012 election’s unfolding online dimension.Continue Reading

The triangle of combustion: why websites aren’t advertising

Ask any Boy Scout how to start a fire. He’ll tell you it’s a triangle: fuel, oxygen, and heat. Get enough of all three and you get a fire.

There’s a triangle of combustion like that in advertising: message, delivery, and engagement. Getting that triangle right will light a fire under your sales. Message is fuel, delivery is oxygen, and engagement generates heat. Ignition comes at the moment of conversion, when a visitor becomes a customer.Continue Reading

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