#1 100 Years of Fitness in 100 Seconds.
I went to speak with Karyn Fleeting, head of organic content from Mediacom’s digital division, i-lab.
While discussing SEO and content marketing, Karyn brought to our attention their recent successful campaign on behalf of Benenden.
Mediacom created a video titled ‘100 Years of Fitness in 100 Seconds ’. The video became an instant viral hit, and since its release on May 19th, it has accumulated 2.7 million visitors.
Karyn told us that the objective of the campaign was partly (brand) awareness and SEO. Needless to say, I was intrigued and wanted to drill her on the SEO benefits.
‘The 100 years of …..’ trend was made popular by Cut Video.
Cut Video currently has ten videos in the mix, and each one is a viral hit. One of the videos, ‘100 Years of Beauty in 1 Minute – Episode 1: USA (Nina)’ , has amassed more than 22 million views since November 2014.
The idea of the ‘100 years of…’ is no older than five months, but companies like Mediacom were quick to capitalise on its success. Similarly, the original video, 10 Hours of Walking in NYC as a Woman, which has had 40 million views, saw a sleuth of copycat videos appearing, which also gained virality.
Takeaway: Brian Dean has stated again and again on Backlinko: Take a content piece that has proven to be successful, but replicate it with better formatting and improved content.
SEO benefits of a viral campaign
A Google search with an intitle shows that ‘100 years of fitness in 100 seconds’ displays 151,000 results. Wow! That’s a lot of mentions.
Interestingly, the title is unique and has never been used before in the history of the web. It’s reasonably accurate to say that all these titles are referring to this video (I checked about 100 pages in Google).
Since it’s a YouTube video, any website can embed the video directly into their site for visitors to view, which means:
a) There is no need to provide a detailed explanation of the context of the video. Adding a few lines and showing the video is sufficient.
b) The website may not include a mention, and importantly for SEO, a link to the content creator (Benenden in this case).
Backlink was reporting
Fortunately, big media agencies understand that it’s not sufficient to simply embed a video (unless you are Upworthy.com and provide more context for visitors).
Below, I have outlined 17 big media publishers alongside the Domain Authority (DA) and TrustFlow (TF) of the web pages. I have noted whether the video was embedded or not, and if there is the link to the site.
|The Active Times||53||23||Y||N|
Out of the 17 sites that I checked, a total of 8 have embedded a link to the original site.
Although this is a significant ratio of conversion, I am not convinced that sites appearing further along in the Google search results have this same ratio. Many sites scrap the major media publishers and duplicate video content or remove hyperlinks.
Pete Young, Search Strategy and Social Director at Mediacom, interjected to say that they will pursue all sites to ensure that they get a mention of the brand with a link. For the purpose of SEO and building the brand, this is a worthwhile pursuit.
A web page was created, mainly to discuss and explain more about the video. However, the web page is not optimised for any particular keyword.
Nonetheless, MajesticSEO has some great numbers for referring domains.
The site, as a whole, has achieved 550 referring domains, according to Ahref 498. On May 19th, the site had 371. This means that there has been a growth of 127, which I can safely attribute to the release of the video.
Being a new page, SEMrush was unable to give me any data. Additionally, upon checking the ranking performance of the website pages as a whole, SEMrush displays a mixture of improved uplifts and drops.
It is early days, and there are only so many spaces which Google will reward you with at such an early stage. Everybody wants to acquire links and good positions in the search engines, and it takes time.
Was the success of the video a fluke?
No. Mediacom is a digital agency that has a PR department. Similar to creating Power Pages, outreach involving contacting websites, journalists and others is required in order to share the content with their visitors.
Although Medicom did not initially pursue the promotion of the video for the purpose of acquiring links, they did mention the brand (domain), the hosted web page and the video in all of their communications.
#2 25 Ways to Wear a Scarf in 4.5 Minutes!
Since the video was released back in April 2011, I assumed we would have some mature data in order to assess the backlinking and ranking. I assumed wrong.
SEMrush Traffic Report
Immediately, I can see from SEMrush that during the period from April to Sept 2011, the website had little or no traffic. Suddenly, there was a growth of 10,000+ visitors in October, a trend which has continued.
I cannot see this video being responsible for the surge.
Unless it achieved little traction in the early months, got picked up by the media and directed a surge of traffic, there is no explanation as to how the website went from having 315 visitors to 10,000+.
SEMrush keyword ranking only goes back as far as January 2012, so I can’t measure the impact of the ranking between April and December 2011.
The in-title search in Google displays 9,260 pages. Again, due to the uniqueness of the title, it would be safe to say that all of these referring titles are related to Wendy’s video.
MajesticSEO referring domains report
The web page in question has achieved 132 referring domains – an accurate measurement of the gains directly attributed to the video.
The website has won an incredible 3,129 referring domains over the years.
Ahref referring domains report
Ahref only goes back as far as 12 months, but I can see that it has been amassing backlinks over the 12-month period.
It would appear the sudden drop in 2014 was related to Google’s Algorithm onslaught, either from the removal of links directly by Wendy and her SEO guy/team or the vast number of links that disappeared as website owners cleaned up.
Again, it doesn’t provide much in terms of understanding the impact that this video had.
Nonetheless, we do have 132 referring domains to the webpage, and with the data collected for the Benenden site after the release of the ‘100 Years of Fitness in 100 Seconds’ video showing it amassed an extra 127 links since, it would be fair to say that Wendy’s site also did the same.
As a Digital Marketeer and Entrepreneur, I have been fortunate to have learnt from some of the best of the best. That is what I believe is critical to ensuring anyone’s success. Take what has worked for successful people and make owning it, knowledge first and then applying what you learn by taking action. Persevering on that path will bring about sure success, simple but effective formula.