Home | SEO

Utilising videos for SEO!

Tanya Goodin
Tanya Goodin
CEO
9 February 2007

One of the biggest things going on in Search at the moment is the new
focus on link baiting. In a nutshell, link baiting means that rather
than asking people for links in the traditional manner, you entice them
to give you a link of their own accord by creating content they want to
link to.

The science behind link baiting is far too big a subject for just
one blog entry, so today we’re going to concentrate on a small but
interesting part of it – namely Videos.

Entertaining videos are a brilliant way of attracting attention to
both your brand and ultimately your website. Either by being promoted
by users on sites like YouTube, or emerging as popular virals – a good
(or really bad) advert or clip can result in thousands of free links to
your website.

I’m sure we can all think of a list of 4 or 5 great adverts that
stick in our memory. Just in case you can’t however, here’s a rundown
of some of our favourites from the past few years.

Sony BraviaExample 1Example 2

Sony
are undoubtedly the current kings of entertaining adverts, and these
two examples are outstanding. The most recent "Towerblock" commercial
has already been viewed on YouTube over 100,000 times, and the older
commercial featuring that Jose Gonzalez song has been seen over
3,000,000 times! The adverts have been so successful that they have
their own website, http://www.bravia-advert.com
- and in a demonstation of just how popular they are, a cursory glance
tells us that there are over 26,000 incoming links to this very new
site!

CarlingExample

Another
recent standout is the new Carling "Belong" advert – aka. the one with
all the Starlings. As well as having been viewed over 15,000 times
already (the ad is still very new) it has sparked a number of fan-made
efforts to replicate it. The Carling website has a new page dedicated
to the advert (http://www.carling.com/) which already has 600 incoming links despite having only been live a few weeks.

DoveExample

Dove
took a slightly different approach to the video thing with their
"Evolution" campaign. This much-talked about clip shows the
transformation from a model to a photo-shopped billboard in less than a
minute. As well as having been viewed over 300,000 times, it has a
sparked a number of imitators and masses of hype. The supporting
website – http://www.campaignforrealbeauty.com/ – has over 21,000 links pointing at it, the majority of them from blogs discussing the advert.

HondaExample

Just
like Sony, Honda have made a habit of making popular adverts. The most
well known was the hugely popular Honda Accord commercial featuring all
the rolling cogs, which sparked big debates online about whether or not
it was real (as opposed to CGI / animated). Between the Accord advert
and their more recent "Honda choir" ads, over 300,000 people have
viewed them on YouTube alone.

Other famous adverts which have gained a second wind online:

Agent Provocateur (aka. The one with Kylie in her undies)

Volkswagen GTi (aka. The Singing in the Rain one)

Citroen C4 (aka. The transforming, dancing car)

Apple Mac (aka. I’m a PC. I’m a Mac)

iTV Digital / PG Tips (aka. The Monkey and Johnny Vegas)

Guinnes (aka. The Horses and surfers)

Levis (aka. Flat Eric with that song playing)

So,
as you can see, getting a popular video online can do your websites the
world of good. But, a note of caution should also follow. Whilst
getting videos right (or wrong) can do your brand the power of good, it
is worth remembering that even if you DON’T put content out yourself,
others can easily do it for you, and it may not be positive – as the "iPod’s Dirty Secret" video illustrated…

LEAVE A COMMENT

HOME | WHAT WE DO | CULTURE | THINKING | BLOG | REQUEST A CASEBOOK

IGNITING DIGITAL BRANDS | SEO | SOCIAL MEDIA | JOBS | TALK TO US

CELEBRATING 19 YEARS IN DIGTAL
© TAMAR 2014