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  • SEO for Financial Services : The Ultimate Guide

    26 juin 2024, par Erin

    You know that having a digital marketing strategy is crucial for helping your financial services business capture the attention and trust of potential customers and thrive in an increasingly competitive digital landscape.

    The question is — what’s the best way to go about improving your ranking in SERPs and driving organic traffic to your website ? 

    That’s where SEO strategies for financial services come into play. 

    This article will cover everything your company needs to know about SEO for financial services — from the unique challenges you’ll face to the proven tips and strategies you can implement to boost your ranking in SERPs. 

    What is SEO for financial services ? 

    SEO — short for search engine optimisation — refers to optimising your content and website for search engines, particularly Google. 

    The main goal of an SEO strategy is to make your site search-engine-friendly, show that you’re a trusted source and increase the likelihood of appearing in SERPs when potential customers look up relevant keywords — ultimately driving organic visibility and traffic. 

    Now, when it comes to evaluating the success of your financial services SEO strategy, there are certain key performance indicators (KPIs) you should keep track of — including : 

    • SEO ranking, or the position your web pages show up in SERPs for specific search terms (the terms and phrases identified during keyword research) 
    • SEO Score, which shows a website’s overall SEO health and indicates how well it will rank in SERPs
    • Impressions, or the number of times users saw your pages when they looked up relevant search terms 
    • Organic traffic, or the number of people that visit your website via search engines
    • Engagement metrics, such as time on page, pages per session, and bounce rate 
    • Conversion rates from website traffic, including both “hard” conversions (lead generation and purchases) and “soft” conversions (such as newsletter subscriptions) 

    It’s important to note that the financial services industry is incredibly competitive — especially given the large-scale digital transformations in the financial sector and the rise of fintech companies. 

    According to a 2022 report, the global market for financial services was valued at $25.51 trillion. Moreover, it’s expected to grow at a compound annual growth rate of 9.7%, reaching $58.69 trillion by 2031.

    Importance and challenges of financial services SEO 

    The financial services industry is changing rapidly, mainly driven by globalisation, innovation, shifting economies, and compliance risks. It’s crucial for financial service companies to develop effective SEO strategies that align with the opportunities and challenges unique to this sector. 

    Certain benefits of a well-executed SEO strategy, namely, better search engine rankings, driving more search traffic, delivering a better user experience, and maximising ROI and promoting business growth, are “universal.” 

    Illustration of top position in SERPs

    Financial services SEO efforts can provide a number of benefits. It can help you : 

    • Improve lead generation and customer acquisition ; the more search traffic you get, the higher the chances of converting visitors into potential clients 
    • Build a strong online presence and brand awareness, which comes as a result of increased visibility in organic search results and reaching a wider audience 
    • Increase your credibility and authority within the industry, primarily through high-quality content that shows your expertise and backlinks from authoritative websites 
    • Gain a competitive edge by analysing and outranking your main competitors 

    That said, financial services companies face some unique challenges :

    High competition : The digital arena for financial services is highly competitive, with numerous companies vying for the same business.

    YMYL (Your Money or Your Life) content : Google’s YMYL framework places higher scrutiny on financial content, demanding higher standards for experience, expertise, authoritativeness, and trustworthiness. We’ll cover this topic in greater detail shortly.

    Regulatory changes and compliance : The financial services sector is characterised by constant regulatory changes and new compliance requirements that businesses must navigate. Sometimes this makes it difficult to gather insights and market to your audience. 

    As a privacy-fist, compliant web analytics solution Matomo can provide valuable insights to support your SEO efforts. Matomo ensures compliance with privacy laws — including GDPR, CCPA and more — and provides 20-40% more comprehensive data than Google Analytics.

    Try Matomo for Free

    Get the web insights you need, without compromising data accuracy.

    No credit card required

    8 proven strategies for implementing SEO for financial services 

    SEO for financial services involves a wide range of strategies — including keyword optimisation, technical SEO, content marketing, link building and other off-page SEO activities — that can help your website rank higher in SERPs. 

    Of course, it’s not just about better search rankings. It’s about attracting the right search traffic to your website — potential clients interested in your financial services.

    Here are some proven financial services SEO strategies you should implement : 

    1. Build trust and topical authority 

    Financial services content typically covers more complex topics that could impact the reader’s financial stability and well-being — or, as Google calls them, “Your Money or Your Life” topics (YMYL). As such, it’s subject to much stricter quality standards. 

    To improve your YMYL content, you’ll need to apply the E-E-A-T framework — short for “Experience, Expertise, Authority, and Trust”. 

    This is a key part of Google’s search rater guidelines for evaluating a website’s quality and credibility. 

    The E-E-A-T standards become even more relevant to financial topics such as investment strategies, financial advice, taxes, and retirement planning. 

    In that sense, the overarching goal of your content strategy should be to build customer trust by demonstrating real expertise and topical authority through in-depth educational content. 

    2. Earn reputable external links through link-building 

    You also need to monitor your off-page SEO—factors outside your website that can’t be directly controlled but can still build trust and contribute to better ranking in SERPs. 

    These include everything from social media engagement and unlinked brand mentions in blog posts, news articles, user reviews and social media discussions — to inbound links from other reputable websites in the finance industry.

    That brings us to high-quality backlinks as a significant factor for YMYL content that can improve your financial services website’s SEO performance : 

    Earning external links can improve your domain authority and reinforce your brand’s position as a reliable source in the financial services niche — which, in turn, can contribute to better search engine rankings and drive more website traffic

    Here are a few link-building strategies you can try : 

    • Use tools like Ahrefs and Semrush to look for reputable websites and then request for them to link to your site
    • Demonstrate your expertise and get backlinks from reputable media outlets through Help a Reporter Out (HARO) 
    • Reach out to authoritative websites that mention your company without linking to you directly and ask them to include a link to your websit

    3. Conduct an SEO audit 

    An SEO audit is a key step in developing and implementing a successful financial SEO strategy. It sets the foundation for all your future efforts — and allows you to measure progress further down the line. 

    You’ll need to perform a comprehensive SEO audit, covering both the existing content and technical aspects of your website — including : 

    • Indexing issues
    • Internal linking and site architecture 
    • Duplicate content 
    • Backlink profile 
    • Broken links 
    • Page titles and metadata 

    It’s possible to do this manually, third-party tools will allow you to dig deeper and speed up the process. Ahrefs and Screaming Frog — to name a few — can help you evaluate your website’s overall health and structure. And, with a web analytics platform like Matomo you can easily measure the success of your SEO efforts.

    But this shouldn’t be a one-time thing ; be sure to perform audits regularly — ideally every six months. 

    4. Understand your target audience

    You can’t create helpful content without learning about your customers’ needs, pain points and preferences. 

    For example, a financial service provider focusing on individuals nearing retirement would prioritise content that educates on retirement planning strategies, investment options for seniors, and tax-efficient withdrawal strategies, aiming to guide clients through the transition from saving to managing retirement funds effectively.

    In contrast, a provider targeting small business owners would emphasise content related to small business loans, funding options, and financial management advice tailored to entrepreneurs seeking to expand their businesses and navigate financial challenges effectively.

    So, before you dive into keyword research and content creation, ensure you have a deep understanding of your target audience. 

    Identifying different audience categories and developing detailed customer personas for each segment is crucial for creating content that resonates with them and aligns with their search intent. 

    Matomo’s Segmentation tool can be of huge help here. It allows you to divide your audience into smaller groups based on factors like demographics and website interactions : 

    : Screenshot of Matomo's Segmentation tool demo

    In addition to that, you can : 

    • Engage with your frontline teams that interact directly with clients to gain deeper insights into prospects’ needs and concerns
    • Track social media channels and other online discussions related to the financial world and your audience
    • Gather qualitative insights from your site visitors through the Matomo Surveys plugin (questions like “What financial services are you most interested in ?” or “Are there any specific financial topics you would like us to cover in more detail ?” will help you understand your visitors better)
    • Watch out for financial trends and developments that could directly impact your audience’s needs and preferences 

    5. Identify new opportunities through keyword research 

    Comprehensive keyword research can help you identify key search terms — specific phrases that potential customers may use when looking up things related to their finances. 

    It’s best to start with a brainstorming session and assemble a list of relevant topics and core keywords. Once you have an initial list, use tools like Ahrefs and Semrush to get more keyword ideas based on your seed keywords, including : 

    • More specific long-tail keywords — and often less competitive — indicate a clearer intent to convert. For example :
      • “low-risk investment options for retirees”
      • “financial planning for freelancers”
      • “small business loan requirements”
    • Keywords that your competitors already rank for. For instance :
      • If a competing investment firm ranks for “best investment strategies for beginners,” targeting similar keywords can attract novice investors.
      • A competitor’s high ranking for “life insurance quotes online” suggests potential to optimise your own content around similar terms.
    • Location-specific keywords (if you have physical store locations)

    Google Search Console can provide information about the search terms you’re already ranking for — including underperforming content that may benefit from further optimisation. If you want deeper SEO insights, you can import your search keywords into Matomo. 

    While you’re at it, try Matomo’s Site Search feature, too. It will show you the exact terms and phrases visitors enter when using your website’s search bar — and you can use that information to find more content opportunities.

    Try Matomo for Free

    Get the web insights you need, without compromising data accuracy.

    No credit card required

    Of course, not all keywords are equal — and it would be impossible to target them all. Instead, prioritise keywords based on two factors : 

    • Search volume, which indicates the “popularity” of a particular query
    • Keyword difficulty, which indicates how hard it’ll be to rank for a specific term, depending on domain authority, search volume and competition 
    Illustration of search engine optimisation concept

    6. Find your main organic competitors 

    Besides performing an SEO audit, finding your core keywords, and researching your target market, competitor analysis is another crucial aspect of SEO for finance companies. 

    Before you start, it’s important to differentiate between your main organic search competitors and your direct industry competitors : 

    You’ll always have direct competitors — other financial services brands offering similar products and services and targeting the same audience as you.

    However, regarding search results, your financial services business won’t be in a “bubble” specifically reserved for the financial industry. Depending on the specific search queries — and the search intent behind them — SERPs could feature a wider range of online content, from niche finance blogs to news websites, and huge financial publications.

    Even if another company doesn’t offer the same services, they’re an organic competitor if you’re both ranking for the same keywords. 

    Once you determine who your main organic competitors are, you can analyse their websites to : 

    • Check how they’re getting search traffic 
    • See which types of content they’re publishing 
    • Find and fill in any potential content gaps 
    • Assess the quality of their backlink profile 
    • See if they currently have any featured snippets

    7. Consider local SEO

    According to a 2023 survey, 21% of US-based consumers report using the internet to look up local businesses daily, while another 32% do so multiple times a week. 

    Local SEO is worth investing in as a financial service provider, especially with physical locations. Prospective clients will typically look up nearby financial services when they need additional information or are ready to engage in financial planning, investment, or other financial activities.

    Here are a few suggestions on how to optimise your site for local searches : 

    • Create listings on online business directories, like Google Business Profile (previously known as Google My Business)
    • If your financial service company operates in more than one physical location, be sure to create a separate Google Business Profile for each one 
    • Identify location-specific keywords that will help you rank in local SERPs
    • Make sure that your name, address, and phone number (NAP) citations are correct and consistent 
    • Leverage positive customer reviews and testimonials as social proof

    8. Optimise technical aspects of your website 

    Technical SEO — which primarily deals with the website’s underlying structure — is another crucial factor that financial services brands must monitor. 

    It’s an umbrella term that covers a wide range of elements, including : 

    • Site speed 
    • Indexing issues 
    • Broken links, orphaned pages, improper redirects 
    • On-page optimisation 
    • Mobile responsiveness

    In 2020, Google introduced Core Web Vitals, a set of metrics that measure web page performance in three key areas — loading speed, responsiveness and visual stability. 

    Given that they’re now a part of Google’s core ranking systems, you should consider using Matomo’s SEO Web Vitals feature to monitor these crucial metrics. Here’s why :

    When technical aspects of your website — namely, site speed and mobile responsiveness — are properly optimised, you can deliver a better user experience. That’s what Google seeks to reward. 

    Plus, it can be a critical brand differentiator for your business. 

    Conclusion 

    Investing in SEO for financial services is crucial for boosting online visibility and driving organic traffic and business growth. However, one thing to keep in mind is that SEO efforts shouldn’t be a one-time thing : 

    SEO is an ongoing process, and it will take time to establish your company as a trustworthy source and see real results. 

    You can start building that trust by using a web analytics platform that offers crucial insights for improving your website’s ranking in SERPs and maintains full compliance with GDPR and other privacy regulations. 

    That’s why Matomo is trusted by more than 1 million websites around the globe. As an ethical alternative to Google Analytics that doesn’t rely on data sampling, Matomo is not only easy to use but more accurate, too — providing 20-40% more data compared to GA4. 

    Sign up for a 21-day free trial and see how Matomo can support your financial services SEO strategy. No credit card required.

  • Clickstream Data : Definition, Use Cases, and More

    15 avril 2024, par Erin

    Gaining a deeper understanding of user behaviour — customers’ different paths, digital footprints, and engagement patterns — is crucial for providing a personalised experience and making informed marketing decisions. 

    In that sense, clickstream data, or a comprehensive record of a user’s online activities, is one of the most valuable sources of actionable insights into users’ behavioural patterns. 

    This article will cover everything marketing teams need to know about clickstream data, from the basic definition and examples to benefits, use cases, and best practices. 

    What is clickstream data ? 

    As a form of web analytics, clickstream data focuses on tracking and analysing a user’s online activity. These digital breadcrumbs offer insights into the websites the user has visited, the pages they viewed, how much time they spent on a page, and where they went next.

    Illustration of collecting and analysing data

    Your clickstream pipeline can be viewed as a “roadmap” that can help you recognise consistent patterns in how users navigate your website. 

    With that said, you won’t be able to learn much by analysing clickstream data collected from one user’s session. However, a proper analysis of large clickstream datasets can provide a wealth of information about consumers’ online behaviours and trends — which marketing teams can use to make informed decisions and optimise their digital marketing strategy. 

    Clickstream data collection can serve numerous purposes, but the main goal remains the same — gaining valuable insights into visitors’ behaviours and online activities to deliver a better user experience and improve conversion likelihood. 

    Depending on the specific events you’re tracking, clickstream data can reveal the following : 

    • How visitors reach your website 
    • The terms they type into the search engine
    • The first page they land on
    • The most popular pages and sections of your website
    • The amount of time they spend on a page 
    • Which elements of the page they interact with, and in what sequence
    • The click path they take 
    • When they convert, cancel, or abandon their cart
    • Where the user goes once they leave your website

    As you can tell, once you start collecting this type of data, you’ll learn quite a bit about the user’s online journey and the different ways they engage with your website — all without including any personal details about your visitors.

    Types of clickstream data 

    While all clickstream data keeps a record of the interactions that occur while the user is navigating a website or a mobile application — or any other digital platform — it can be divided into two types : 

    • Aggregated (web traffic) data provides comprehensive insights into the total number of visits and user interactions on a digital platform — such as your website — within a given timeframe 
    • Unaggregated data is broken up into smaller segments, focusing on an individual user’s online behaviour and website interactions 

    One thing to remember is that to gain valuable insights into user behaviour and uncover sequential patterns, you need a powerful tool and access to full clickstream datasets. Matomo’s Event Tracking can provide a comprehensive view of user interactions on your website or mobile app — everything from clicking a button and completing a form to adding (or removing) products from their cart. 

    On that note, based on the specific events you’re tracking when a user visits your website, clickstream data can include : 

    • Web navigation data : referring URL, visited pages, click path, and exit page
    • User interaction data : mouse movements, click rate, scroll depth, and button clicks
    • Conversion data : form submissions, sign-ups, and transactions 
    • Temporal data : page load time, timestamps, and the date and time of day of the user’s last login 
    • Session data : duration, start, and end times and number of pages viewed per session
    • Error data : 404 errors and network or server response issues 

    Try Matomo for Free

    Get the web insights you need, without compromising data accuracy.

    No credit card required

    Clickstream data benefits and use cases 

    Given the actionable insights that clickstream data collection provides, it can serve a wide range of use cases — from identifying behavioural patterns and trends and examining competitors’ performance to helping marketing teams map out customer journeys and improve ROI.

    Example of using clickstream data for marketing ROI

    According to the global Clickstream Analytics Market Report 2024, some key applications of clickstream analytics include click-path optimisation, website and app optimisation, customer analysis, basket analysis, personalisation, and traffic analysis. 

    The behavioural patterns and user preferences revealed by clickstream analytics data can have many applications — we’ve outlined the prominent use cases below. 

    Customer journey mapping 

    Clickstream data allows you to analyse the e-commerce customer’s online journey and provides insights into how they navigate your website. With such a comprehensive view of their click path, it becomes easier to understand user behaviour at each stage — from initial awareness to conversion — identify the most effective touchpoints and fine-tune that journey to improve their conversion likelihood. 

    Identifying customer trends 

    Clickstream data analytics can also help you identify trends and behavioural patterns — the most common sequences and similarities in how users reached your website and interacted with it — especially when you can access data from many website visitors. 

    Think about it — there are many ways in which you can use these insights into the sequence of clicks and interactions and recurring patterns to your team’s advantage. 

    Here’s an example : 

    It can reveal that some pieces of content and CTAs are performing well in encouraging visitors to take action — which shows how you should optimise other pages and what you should strive to create in the future, too. 

    Preventing site abandonment 

    Cart abandonment remains a serious issue for online retailers : 

    According to a recent report, the global cart abandonment rate in the fourth quarter of 2023 was at 83%. 

    That means that roughly eight out of ten e-commerce customers will abandon their shopping carts — most commonly due to additional costs, slow website loading times and the requirement to create an account before purchasing. 

    In addition to cart abandonment predictions, clickstream data analytics can reveal the pages where most visitors tend to leave your website. These drop-off points are clear indicators that something’s not working as it should — and once you can pinpoint them, you’ll be able to address the issue and increase conversion likelihood.

    Improving marketing campaign ROI 

    As previously mentioned, clickstream data analysis provides insights into the customer journey. Still, you may not realise that you can also use this data to keep track of your marketing effectiveness

    Global digital ad spending continues to grow — and is expected to reach $836 billion by 2026. It’s easy to see why relying on accurate data is crucial when deciding which marketing channels to invest in. 

    You want to ensure you’re allocating your digital marketing and advertising budget to the channels — be it SEO, pay-per-click (PPC) ads, or social media campaigns — that impact driving conversions. 

    When you combine clickstream e-commerce data with conversion rates, you’ll find the latter in Matomo’s goal reports and have a solid, data-driven foundation for making better marketing decisions.

    Try Matomo for Free

    Get the web insights you need, without compromising data accuracy.

    No credit card required

    Delivering a better user experience (UX) 

    Clickstream data analysis allows you to identify specific “pain points” — areas of the website that are difficult to use and may cause customer frustration. 

    It’s clear how this would be beneficial to your business : 

    Once you’ve identified these pain points, you can make the necessary changes to your website’s layout and address any technical issues that users might face, improving usability and delivering a smoother experience to potential customers. 

    Collecting clickstream data : Tools and legal implications 

    Your team will need a powerful tool capable of handling clickstream analytics to reap the benefits we’ve discussed previously. But at the same time, you need to respect users’ online privacy throughout clickstream data collection.

    Illustration of user’s data protection and online security

    Generally speaking, there are two ways to collect data about users’ online activity — web analytics tools and server log files.

    Web analytics tools are the more commonly used solution. Specifically designed to collect and analyse website data, these tools rely on JavaScript tags that run in the browser, providing actionable insights about user behaviour. Server log files can be a gold mine of data, too — but that data is raw and unfiltered, making it much more challenging to interpret and analyse. 

    That brings us to one of the major clickstream challenges to keep in mind as you move forward — compliance.

    While Google remains a dominant player in the web analytics market, there’s one area where Matomo has a significant advantage — user privacy. 

    Matomo operates according to privacy laws — including the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), making it an ethical alternative to Google Analytics. 

    It should go without saying, but compliance with data privacy laws — the most talked-about one being the GDPR framework introduced by the EU — isn’t something you can afford to overlook. 

    The GDPR was first implemented in the EU in 2018. Since then, several fines have been issued for non-compliance — including the record fine of €1.2 billion that Meta Platforms, Inc. received in 2023 for transferring personal data of EU-based users to the US.

    Clickstream analytics data best practices 

    Illustration of collecting, analysing and presenting data

    As valuable as it might be, processing large amounts of clickstream analytics data can be a complex — and, at times, overwhelming — process. 

    Here are some best practices to keep in mind when it comes to clickstream analysis : 

    Define your goals 

    It’s essential to take the time to define your goals and objectives. 

    Once you have a clear idea of what you want to learn from a given clickstream dataset and the outcomes you hope to see, it’ll be easier to narrow down your scope — rather than trying to tackle everything at once — before moving further down the clickstream pipeline. 

    Here are a few examples of goals and objectives you can set for clickstream analysis : 

    • Understanding and predicting users’ behavioural patterns 
    • Optimising marketing campaigns and ROI 
    • Attributing conversions to specific marketing touchpoints and channels

    Analyse your data 

    Collecting clickstream analytics data is only part of the equation ; what you do with raw data and how you analyse it matters. You can have the most comprehensive dataset at your disposal — but it’ll be practically worthless if you don’t have the skill set to analyse and interpret it. 

    In short, this is the stage of your clickstream pipeline where you uncover common sequences and consistent patterns in user behaviour. 

    Clickstream data analytics can extract actionable insights from large datasets using various approaches, models, and techniques. 

    Here are a few examples : 

    • If you’re working with clickstream e-commerce data, you should perform funnel or conversion analyses to track conversion rates as users move through your sales funnel. 
    • If you want to group and analyse users based on shared characteristics, you can use Matomo for cohort analysis
    • If your goal is to predict future trends and outcomes — conversion and cart abandonment prediction, for example — based on available data, prioritise predictive analytics.

    Try Matomo for Free

    Get the web insights you need, without compromising data accuracy.

    No credit card required

    Organise and visualise your data

    As you reach the end of your clickstream pipeline, you need to start thinking about how you will present and communicate your data. And what better way to do that than to transform that data into easy-to-understand visualisations ? 

    Here are a few examples of easily digestible formats that facilitate quick decision-making : 

    • User journey maps, which illustrate the exact sequence of interactions and user flow through your website 
    • Heatmaps, which serve as graphical — and typically colour-coded — representations of a website visitor’s activity 
    • Funnel analysis, which are broader at the top but get increasingly narrower towards the bottom as users flow through and drop off at different stages of the pipeline 

    Collect clickstream data with Matomo 

    Clickstream data is hard to beat when tracking the website visitor’s journey — from first to last interaction — and understanding user behaviour. By providing real-time insights, your clickstream pipeline can help you see the big picture, stay ahead of the curve and make informed decisions about your marketing efforts. 

    Matomo accurate data and compliance with GDPR and other data privacy regulations — it’s an all-in-one, ethical platform that can meet all your web analytics needs. That’s why over 1 million websites use Matomo for their web analytics.

    Try Matomo free for 21 days. No credit card required.

  • gstreamer : Internal data error, in appsink "pull-sample" mode

    9 mai 2018, par Amir Raza

    I am getting Internal data error, in appsink .
    My application is to read .yuv data , encode and write to a buffer.

    I have accomplished the writing it file but when i changed the code to write it buffer it giving error.
    Its only able to write only single packet (188bytes).

    Output of program :

    (ConsoleApplication6.exe:14432): GStreamer-WARNING **: Failed to load plugin 'C:\gstreamer\1.0\x86_64\lib\gstreamer-1.0\libgstopenh264.dll': 'C:\gstreamer\1.0\x86_64\lib\gstreamer-1.0\libgstopenh264.dll': The specified procedure could not be found.
       pipeline:  filesrc location=Transformers1080p.yuv blocksize=4147200 ! videoparse  width=1920 height=1080 framerate=60/1 ! videoconvert ! video/x-raw,format=I420,width=1920,height=1080,framerate=60/1 !  x264enc ! mpegtsmux ! queue !  appsink name = sink
       Now playing: Transformers1080p.yuv
       Running...

        on_new_sample_from_sink

        sample got of size = 188
       Error: Internal data stream error.
       Returned, stopping playback
       Deleting pipeline

    my code :

    #define _CRT_SECURE_NO_WARNINGS 1
    //#pragma warning(disable:4996)
    #include <gst></gst>gst.h>
    #include <gst></gst>audio/audio.h>
    #include <gst></gst>app/gstappsrc.h>
    #include <gst></gst>base/gstpushsrc.h>
    #include <gst></gst>app/gstappsink.h>
    #include <gst></gst>video/video.h>
    #include <gst></gst>video/gstvideometa.h>
    #include <gst></gst>video/video-overlay-composition.h>

    #include
    #include

    #include
    #include

    using namespace std;

    GstElement *SinkBuff;
    char *out_file_path;
    FILE *out_file;

    //gst-launch-1.0.exe -v filesrc location=Transformers1080p.yuv blocksize=4147200 !  
    //videoconvert ! video/x-raw,format=I420,width=1920,height=1080,framerate=60/1 !  
    //openh264enc ! mpegtsmux ! filesink location=final.ts


    static gboolean bus_call(GstBus     *bus, GstMessage *msg, gpointer    data)
    {
           GMainLoop *loop = (GMainLoop *)data;

           switch (GST_MESSAGE_TYPE(msg))
           {
           case GST_MESSAGE_EOS:
                   g_print("End of stream\n");
                   g_main_loop_quit(loop);
                   break;

           case GST_MESSAGE_ERROR:
             {
                   gchar  *debug;
                   GError *error;

                   gst_message_parse_error(msg, &amp;error, &amp;debug);
                   g_free(debug);

                   g_printerr("Error: %s\n", error->message);
                   g_error_free(error);

                   g_main_loop_quit(loop);
                   break;
             }
           default:
                   break;
       }
           return TRUE;
    }

    /* called when the appsink notifies us that there is a new buffer ready for
    * processing */
    static void  on_new_sample_from_sink(GstElement * elt, void *ptr)
    {
           guint size;
           GstBuffer *app_buffer, *buffer;
           GstElement *source;
           GstMapInfo map = { 0 };
           GstSample *sample;
           static GstClockTime timestamp = 0;
           printf("\n on_new_sample_from_sink \n ");
           /* get the buffer from appsink */
           g_signal_emit_by_name(SinkBuff, "pull-sample", &amp;sample, NULL);
           if (sample)
           {
                   buffer = gst_sample_get_buffer(sample);
                   gst_buffer_map(buffer, &amp;map, GST_MAP_READ);

                   printf("\n sample got of size = %d \n", map.size);
                   //Buffer
                   fwrite((char *)map.data, 1, sizeof(map.size), out_file);

                   gst_buffer_unmap(buffer, &amp;map);
                   gst_sample_unref(sample);
           }
    }


    int main(int   argc, char *argv[])
    {
           GMainLoop *loop;
           int width, height;

           GstElement *pipeline;
           GError *error = NULL;
           GstBus *bus;
           char pipeline_desc[1024];
           out_file = fopen("output.ts", "wb");


           /* Initialisation */
           gst_init(&amp;argc, &amp;argv);

           // Create gstreamer loop
           loop = g_main_loop_new(NULL, FALSE);

           sprintf(
                   pipeline_desc,
                   " filesrc location=Transformers1080p.yuv blocksize=4147200 !"
                   " videoparse  width=1920 height=1080 framerate=60/1 !"
                   " videoconvert ! video/x-raw,format=I420,width=1920,height=1080,framerate=60/1 ! "
                   //" x264enc ! mpegtsmux ! filesink location=final.ts");
                   " x264enc ! mpegtsmux ! queue !  appsink name = sink");


           printf("pipeline: %s\n", pipeline_desc);

           /* Create gstreamer elements */
           pipeline = gst_parse_launch(pipeline_desc, &amp;error);

           /* TODO: Handle recoverable errors. */

           if (!pipeline) {
                   g_printerr("Pipeline could not be created. Exiting.\n");
                   return -1;
           }

           /* get sink */
           SinkBuff = gst_bin_get_by_name(GST_BIN(pipeline), "sink");
           g_object_set(G_OBJECT(SinkBuff), "emit-signals", TRUE, "sync", FALSE, NULL);
           g_signal_connect(SinkBuff, "new-sample", G_CALLBACK(on_new_sample_from_sink), NULL);


           /* Set up the pipeline */
           /* we add a message handler */
           bus = gst_pipeline_get_bus(GST_PIPELINE(pipeline));
           gst_bus_add_watch(bus, bus_call, loop);
           gst_object_unref(bus);

           /* Set the pipeline to "playing" state*/
           g_print("Now playing: Transformers1080p.yuv \n");
           gst_element_set_state(pipeline, GST_STATE_PLAYING);

           /* Iterate */
           g_print("Running...\n");
           g_main_loop_run(loop);

           /* Out of the main loop, clean up nicely */
           g_print("Returned, stopping playback\n");
           gst_element_set_state(pipeline, GST_STATE_NULL);

           g_print("Deleting pipeline\n");
           gst_object_unref(GST_OBJECT(pipeline));
           fclose(out_file);
           g_main_loop_unref(loop);


           return 0;
    }