David Jenyns At Wordcamp

by David Jenyns on August 1, 2014

Hit Play Or Download MP3 (Above)…

Name: David Jenyns

Industry: Internet Marketing, SEO Services  dave-jenyns

Website: www.melbourneseoservices.com
                   www.melbournevideoproduction.com

Transcript: 

I’m really excited to share with you what we’ve been working on for the last few years now. We’ve created this SEO video machine. I was thinking about, look, I’ve got a limited amount of time. Typically speaking, when we run a workshop or something like that, it will be a one day workshop and I’ll have plenty of time to speak. But because I’ve only got twenty minutes, I just wanted to squeeze it down into one idea.

This idea I just wanted to give you is  the germ of in idea that you can then take away and then apply it to your own businesses and to clients’ businesses as well. I think probably the first place I’d like to start is just telling a bit of a story to set the context and to preframe what we’re going to talk about.

In my previous life, I was very interested in the stock market niche and stock market education and selling products and things like that. There as a story I heard very early on that really caught my attention and had a big impact on me. It was this idea of a group of traders called the Turtle Traders.

The way these Turtle Traders came about, there was a very successful trader in the 1970s called Richard Dennis. He turned $1600 into just over $100,000,000 in the space of a ten year period. It goes down as a little bit of a legend. At that time he thought that the skill that he had was something that he wasn’t born with. He thought it was something that he could teach other people.

His business partner, Ekhardt said, no, look you’re a natural, you’re a savant. This is something that can’t be taught. They had this disagreement for the longest of times. Then Dennis said, ok, let’s run a little experiment. I want to prove once and for all that great traders can be taught, they’re not born a great trader.

What they did is they ran some advertisements in The Wall Street Journal and a few other trading publications in the US. They were recruiting traders to take part in this experiment. They got a whole variety of different people to take part in this experiment from a variety of different walks of life. What Dennis did was he taught them the trading methodology that he used.

As the experiment was starting, he was traveling through Singapore visiting a turtle farm. He was there with a reporter and the reporter asked him, what are you trying to achieve with this experiment? He said, what I want to do is, I want to grow traders just like they grow turtles here in Singapore. So they affectionately became known as the Turtle Traders.

Now what happened with this group, he brought them on board, taught them all of his rules, his method, his system. To put his money where his mouth was, he gave each of them $1,000,000 to trade with their account. Some of these people ended up doubling their money. One guy ended up in twelve months making a few million dollars just off this one set of rules, this system that he followed. He once and for all proved this idea that traders aren’t born, it’s just having the right system, the right methodology. If you have the right system and the right methodology that you apply, you can get some really great results.

That’s really what I want to give to you today, the system, this machine that we’ve created. The fact is SEO has evolved. We’ve seen in the last eight to ten months, more changes in the SEO space than we’ve seen ever.

A lot of you have probably heard of some of the updates. There’s Panda and the Penguin updates. We’re just seeing more and more changes happen in a short space of time. Google is getting smarter, they’re evolving and they’re trying to weed out a lot of the search engine spam that is out there. So we need to evolve with it as well. That’s really what I suppose created this idea for this SEO video machine.

Now I don’t want to sell you on the idea of YouTube and video because I think we all know, video is here to stay and it’s important. The reason I chose that photo is I do remember hearing someone say when you use bullets in a presentation, every bullet kills a little kitten. So I just want to let you know, I’m not the one killing kittens here, I’ve got lots of bullets throughout my presentation but I’m not the one killing.

YouTube, the facts are, it’s the second largest search engine. Sixty hours of video are getting uploaded every minute, four billion views every single day. Not only that, people are engaging with it. A hundred million people are taking a social action, whether they’re liking it or commenting on it. So video is pretty much where it’s at right now. It’s the new low hanging fruit.

Now we’ve got a company, Melbourne SEO Services and Melbourne Video Productions and this really is the migration of where we’re taking all of our clients to start to use video to form the basis of what we do. That’s not to mention all the other benefits you get from video as well. It helps to improve and position you as the expert. You get great credibility. You get instant connection. People hit your website and if they watch a video with you, they instantly connect.

I get people when they call up Melbourne Video Productions or Melbourne SEO and they say, oh, I feel like I know you already. They’re not calling up for me to sell them on our services, they’ve already sold themselves by watching the video. So it is an ability to can and clone yourself and duplicate yourself. There is nothing quite like video and it’s still a huge opportunity. Obviously with the cost of equipment and things like that lowering, it just makes it easier for people to jump in.

That also means this window of opportunity is shrinking. Just like SEO, traditional organic SEO, when clients used to come to me in the past, I’d tell them you’ll get the best return on your investment for your marketing dollar by doing SEO.

But as more and more people come in, it’s got more competitive and that window of opportunity has shrunk. At the moment the window of opportunity for video is quite large. So as long as you take that idea and say, look, I’m going to grab this and wherever I can, include it in your marketing for your businesses and your clients’ businesses, you’ll get a really great result.

A big problem though, when it comes to creating video is how do we create masses amounts of content? We saw this problem happen with SEO where people realized, it’s all about back links. What did they start doing? They wrote really low quality articles, they would spin them. They would submit them out to blog networks and syndicate them across the web. We’re just creating a whole bunch of spam that Google is trying to get rid of.

Now as Google has got smarter, they’ve started to weed that out so you get the gold floating to the top. But the problem is, how do we create the most amount of video content without having to create each video one at a time? Video is time consuming, it is expensive to create, a good quality video, that is.

The solution was we started to run workshops. No matter what industry you’re in, it’s a really great place to start if you’re working with a client to get them to think about how they can create the content. We found, at least for us and for clients’ businesses, the further the content creation got from the source, so me, if I got someone else writing an article or doing a video, the further the content creation got from me, the lower the quality. I wasn’t as comfortable to have my name or my brand stamped on it.

I thought, how can I bring the creation back to me, so that way I know the quality is there? We did it through workshops because I can run a one day workshop, record a whole lot of content and then we splice that up into little pieces and then we syndicate it out through this machine that I’m going to talk about.

Now depending on the client and if it’s your own business, sometimes you think, well, I can’t run a workshop. That doesn’t mean that you can’t get other experts to come and speak on your behalf. Education based selling is a very effective way of selling someone, while also providing valuable content. Really that is what the web is all about.

I’m the system guy, so I took this idea, this germ of the idea. I know that video is where it’s at. I know I need to create as much as possible and I turned it into a system. It’s going to be time consuming for me to take this video and cut it up into pieces and syndicate it out across all these different things. So I came up with what I call the Content Contagion system.

It starts off with video at the core of it, YouTube and then it filters down. I record a workshop, then we cut that video up into little pieces. You might get sixty little chunks out of this video. Then we split the audio and then we upload that audio to an iTunes channel. Then we take the video, then I pass it off to another person and they transcribe it. So now we’ve got new content. We’re just repurposing this same quality content.

We can then take the video and the transcripts and post it on our own blog. So we’ve created a new piece of content. We can then pass that transcription to another writer who then writes a high quality post. So the message is still solid and sound and I’m happy to stamp my name on it because it’s my message. They’re taking the idea, the concept I was trying to get across in that video and they’re expanding it. That way the content remains quite high.

Then you can start to syndicate it out through different slide sharing services, through things like Scribe and you can upload that video to Wistia or some other video service. Then you can create another website. Once we’ve created these high quality articles, we then post them on what we call this little report WordPress site. Then you start to syndicate it out through your own network.

That’s a lot to take in at first. As long as you take the germ of the idea and you can create something like this yourself, you create a process of creating one bit of video and then you create a system where things just get passed from one person to the next. Before you know it, you’ve created, I’ll show you on the next slide actually, one workshop, I create sixty YouTube videos. I also create sixty iTunes posts, sixty core blog posts that have the transcripts. There are the edited articles, there’s the Scribed.

Just out of that alone, we’ve created three hundred and twenty-six unique pieces of content that are very high quality that I’m happy to have my name on. We’re syndicating them out through different networks where people are consuming the information. Some people like to watch on YouTube, other people like to listen to an audio, some people like to read a blog post and we’re just using all of these.

If you imagine all of these pieces, it’s like they’re breadcrumbs spilt out all over the internet and people are picking up these breadcrumbs and then it leads them back to our website. At the end of each of these pieces I’ve got a call to action and that call to action is to come back to my site. So this is, you’ve heard the idea of content marketing, you’ve heard that SEO has changed. People are talking about content marketing but no one is talking about how do you actually apply this? How do you do content marketing at scale? This is the strategy that we’re using.

So basics that you need to know are when it comes to creating good quality videos, I’m not talking about creating these Animoto videos, the slide show videos that pop up, you watch it and ten seconds into it you click away because you think, oh, that’s a really bad video.

Each video has a good quality piece of content. You put an intro on that video, you have a lower third. This is one of our clients. We had a watermark that goes throughout. The aim of the game, you think what are all these pieces of content doing? They’re driving traffic back to your website. So you always want to make sure that you’re leading and bouncing the people back to the site.

For example, at the end of the video, you should be having a final outro screen, a call to action, hey come back to the website, hey, pick up the phone. These are just the video basics. I’ll just start with video and I won’t go through each of the different stages, as long as you get the video right.

Now I know initially when you saw the presentation it said Video SEO. So some of you are asking, well where do keywords fit into this and making sure that I optimize the video for YouTube? Try and start to shift away from that. Start to think more in terms of how do I create good quality content? When you create good quality content, SEO happens naturally. So it’s about using SEO.

There are just some basics you need to know. You need to have one keyword that is the core keyword that you’re trying to target. Rather than going through some sort of keyword tutorial, just go to something like marketsamurai.com, they’ve got plenty of free training on keyword research. You take one keyword and just like normal SEO, you put it in your title tag, you put it in your description, you can put it in some of your tags.

Now this is a slight difference between video and normal SEO. With video SEO you can drop more keywords into your tags. What tags do is they influence where your video appears in related videos.

You know when you’re on YouTube and you’re searching and once you’re watching a video, on the right hand side it will have related videos? That’s influence. When your video appears in that, you can get quite a lot of traffic that way. We’ve all started on one video on YouTube and then three hours later we’ve clicked all the related videos. You say, where did that time go? You can be one of the videos that appears, as long as you start to use tags.

If you want to get a little smarter, you can start to do things like, one of the biggest factors we’ve found outside of having the keyword in the right place is making sure you embed your videos on high PR pages. That’s why part of this Content Contagion system has to do with taking your video and posting it on your blog with the transcript. You’re doing that because, over time, your website will grow in value anyway. It will help to boost the video’s ranking. We’ve also found the number of views also impacts as well, so you want to get a good run of views early on.

If you have an audience, make sure you’re tweeting it out, make sure you’re emailing your data base. If you can say, hey, I’ve just posted this new video on YouTube and then it gets a flurry of traffic early on, that can help it to start to rank. It’s also engagement, likes, shares, those sorts of things.

The whole point of what you want to think about with this though, is people buy things, not search engines. If a search engine robot visits your website or finds your video and they get back to your website, they’re not going to pull out their wallet and make a purchase. The user is. Always it’s been SEO. It should be that you optimize for the user first, SEO second. Try and get away from this idea of trying to be sneaky and come up with different strategies.

We want to make sure that we don’t repeat what happened in the past, where people were building these houses of cards. Over time as Google has evolved and got smarter, they just started smashing down websites because people were looking for sneaky ways to game the algorithm.

With the strategy I’m talking about here, as long as you take the concept, you don’t need to do any of that. You’re putting out great quality content that helps to answer clients’ questions and it’s leading them back to your website. So the way to do it is just to stay safe. Don’t do any keyword stuffing, don’t try and put every keyword in the title description. Just one keyword in the primary title tag and in your description and maybe ten, fifteen tags is the place to go.

Do not buy fake views. There’s another thing. A lot of people when you have videos, there are different services out there where you can pay. On Fiverr for $5 you’ll get a hundred people to watch your video, it’s just these bots. Don’t do anything like that. Google is wising up to that and they will can your account or your YouTube account.

Don’t do any linking schemes. Avoid any blog networks and things like that trying to help your videos rank.

What you’ve got to remember is easy come, easy go. The idea with building up this YouTube channel, it’s easy to do once you get a bit of a process and a system. But if you’re building up your whole platform on YouTube, YouTube is the judge, jury and executioner. So if you do something that they don’t like, they’ll can your account, bang, your traffic and everything disappears and all your hard work.

So you want to make sure, as you build a strategy, you are not single traffic source dependent. We saw this in the SEO space. This is where so many businesses have gone bust because they were relying just on organic traffic. You don’t have a business if you’ve just got one source of traffic driving through to your website. That’s why the magic in the Content Contagion system is how do you then syndicate it out across multiple platforms?

If YouTube dies, we’ve still got organic traffic that comes through from the blogs. We’ve still got iTunes traffic, we’ve still got social media. Over time you build a bit of a platform, so that way if something does happen, you’re not stuck putting yourself in a corner you won’t be able to get out of.

Just remember, I’ve given you a rough idea, I want you to make sure you choose your own adventure. The whole purpose of this talk was to give you that germ of the idea that SEO has changed. We all recognize that. It’s not about creating rubbish, it’s good quality content. The best thing you can do is start off with a seed piece of rich content at the top –  whether it’s a workshop, whether you go interview experts, whatever it is you have some quality input that goes in at the top. Then think about how you can repurpose that content.

That is the future of SEO. That’s what we’re doing for clients now and getting really great results. It just goes back to this idea and I’ve make the slide deliberately simple, so it is excruciatingly clear that awesome content gets great links. So if you’re putting out the good material, SEO will happen naturally. So quit trying to force it.

We were doing a lot of things to try and reverse engineer what the search engines wanted and we tried to manipulate the rankings and those sorts of things. We can definitely nudge it along and give it a little bit of a good bit of a kick but you need to try and shift away from that. I think this is the new way to do things.

Just to show you a bit more of a case study, we eat out own dog food. This is what we do. At Melbourne SEO Services and Melbourne Video Productions, we do it for ourselves and clients as well, you can see our third biggest referrer for Melbourne SEO Services is YouTube. That is behind Google organic and direct traffic. The Content Contagion system fuels the organic traffic as well. That’s what’s driving it because you’re getting your blog posts picked up using the transcripts and things like that.

You’re repurposing the articles. You might be syndicating them out to some article networks or getting guest blog posts and things like that. You can take and just keep using that content.

As I said, in my previous life I came from that stock market education background. We were doing this exact same strategy. On my trading account we’ve had over 1.5 million views just on that channel alone. I haven’t been focusing on that side of the business for a good few years now.

Melbourne SEO Services, which is still a relatively young company, it is only a couple of years old, or a few years old, we’ve got over 600,000 views on that. We’ve had some great campaigns. We do it for clients where once you start to optimize correctly, that’s an example of a client, Printing Melbourne and you’ve got the top three spots.

Not only that though, when you type it in on Google as well, for certain keywords, sometimes video results come up in the organic searches as well. You’ve seen it with universal search, so you get two bites at that same cherry.

A good example of rolling this altogether and then you start to think, how could I do that for my website? How can I do that for my client and my business? We ran a workshop in Toowoomba called The Competition Crusher. We recorded it. Adrian came along and recorded that workshop. We then took that workshop, cut it up into pieces and uploaded it to our YouTube channel which you can see there, youtube.com/seomethod. You can see all of the different videos that we’ve got on the left hand side there.

We come up for hundreds of different search terms. Online business advice is just one you can see where, apart from the paid one, we’re second for the top there. We’re getting a significant amount of traffic from this.

We then took those videos and I got them all transcribed and then we turned them into a high quality website that gives away this whole workshop for free. It’s got text underneath and we’re getting great shares and getting great feedback from the people using it. Google loves it. It’s getting rewarded with rankings. I’ve repurposed that content and I’m not the one doing it. I created the workshop and then the team steps in behind me.

We take those articles, we post them on Melbourne SEO Services. I upload the video to Wistia and then I use the transcript underneath. That way I can use the same video content twice and have two chances of coming up in Google.

It used to be in universal search, you know when you’re searching on Google and sometimes it pulls video in? That used to often be YouTube videos but now they’re pulling in other peoples’ blogs as well, as long as you use the right mark up and you submit a video site map through your Webmaster tools. It’s a way to get two videos coming up. One is coming back to our blog and the other is going straight back to YouTube. It is like two bites at the same cherry with the same video.

Sometimes, I don’t always run the workshops. Sometimes I interview experts as well. If I can get a video interview I will. Sometimes it’s just audio. We’ll upload it to podcastinterviews.com which is my site, just a collection, a way for me to create high quality content and then take it through this Content Contagion method, this system of syndicating content.

It sounds like a lot of work, I know, when you think of taking a video and then getting it transcribed and then cut up. But the way it works for me now, the first one is always the most difficult. Once you’ve done it, it’s really easy to start plugging people in behind you and getting a system.

So I will record a workshop, Adrian will come along and record it. We then pass it off to Frank. Frank will watch it and time code it and cut it into little pieces, put intros and outros and upload it to YouTube.

Then I pass it to my Mum. Mum does all of my transcripts, so she transcribes everything that I do. Then those transcripts go to our writer, a UK guy based in the Philippines. He’ll turn it into reports and things like that, so taking the same content. Then both the transcriptions and the reports get passed over to Grace and Grace handles the Philippines side of the team. They’ll cut it into pieces, load it to our blog, they’ll set up a new site to do it.

As that material starts to get posted, that’s when I engage with my social media. What I’ll do is, I post it on twitter and facebook. I’ll just take little snippets, the best bits and I’ll start sharing those. That way it starts to get that social engagement. I’ve created this machine now that takes very little input from me but one workshop will give me three hundred and twenty-six pieces of content, rich content that I can target for keywords. It’s just a great way to do things.

If you want to learn a little bit more about how to do this, you can head over to melbourneseoservices.com/wc, Wordcamp obviously. You can sign up for the free report. You’ll see, like I said, I eat my own dog food. I like us to be the best example of what we do. If you jump in there, you’ll get the SEO Manifesto first. On that same download page there is a report which is the edited version of the Competition Crusher workshop. You can actually see what that physical report looks like.

I suppose that is the long and the short of it. As long as you’ve got that germ of an idea, this idea, I think that’s the future of where video is going and SEO is going as well. So you can follow me and if there are any questions, then we can take those.

Question: What video sites do you use?

David: We use Wistia. Wistia is the one that we use to embed into our own site. We did used to try things like Traffic Geyser and TubeMogul. There are few that will syndicate them out to multiple services. You’ll find YouTube is the 800lb gorilla and you’ll get the bulk of everything there.

The only reason we use Wistia is so we have a bit of a back up and so also our site as well we can use video on that site.

Question: Why not Vimeo?

David: The reason I like to use Wistia on our website is because of the branding. Related videos don’t pop up and yes it can look a little bit more professional. Vimeo, Wistia and Viddler, there a couple of different video services, it doesn’t really matter.

Again, it is the germ of the idea that you’re putting it somewhere other than YouTube. YouTube is great for traffic generation. So you’ll still see us embed a lot of YouTube videos on our website as well because I want to bump up the view counter.

But then over time, once the view counts are up, then we take it off and swap it with Wistia video. The aim of the game is to get the traffic to your website, you don’t want to send them off to YouTube.

Question: How much emphasis do you place on the quality of the video?

David: There are a few things I think about. One, when I watch a really ugly video. I don’t want my brand necessarily attached to that. I’ll go through the filtering process of thinking about, as long as the core message is good, you can get away with a lot.

It’s good to have good audio, because that is something people really focus on. If the audio is not good on a video, people notice it. You don’t need to have super slick production qualities.

The best thing to do is just get started. It’s the case of the window of opportunity. At the moment the window of opportunity is quite large for video. But over time as more competition comes into it, you have to get better and better and better.

The best thing that you can do with video is just get started and improve as you go. The first video you do, you’re going to watch it and you’re going to be embarrassed. There are some videos I’ve got on my trading account, the comments I get on them are absolutely horrendous. It just reinforces to me that you just have to get started and you’ll get better over time.

Any other questions? No.

Moderator: Can you please thank David for what he has shared today.


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