12 Steps to Hardcore Video SEO

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Why use online video?

• http://www.onehourpersecond.com/

• http://www.youtube.com/t/press_statistics

• http://www.youtube.com/charts

Why use online video?

• 4 billion views a day as of Jan. 2012

Why use online video?

• 60 hours of video uploaded to YouTube every minute

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What’s the real purpose of video SEO?

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Video SEO helps your video

show up on search engines

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Many videos are not created

worthy of this honor

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If someone searches for a term and finds

your video it must be

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relative

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If your video is not useful or entertaining than it’s just

noise

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• Video SEO only works if you have good video

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• The video should be designed to be shared, get backlinks and should be good enough for people to want to watch it.

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• If your video is not good, trust me, you don’t want it to be seen!

Caution

• A lot of great videos go to YouTube to die. Many videos deserve to die!

Caution

• If I found your video searching, don't show me something unrelated.

Caution

• You might think that people want to hear about you, your business or your ideas

Caution

• Unless your are famous, attractive, funny, entertaining or have a great story to tell, no one cares

Caution

• Traditional video production does not work well on YouTube.

Caution

• Long intros, extended b-roll and fluff needs to be removed or your visitors will not stick around. Get to the point and tell your story.

1. Design Purpose

• Understand what you want your video to achieve before you shoot.

• What actions do you want the user to take?

2. Search-Designed Video

• Not all video needs to show up in search!

• If your CEO rants for 8 mins about a topic no one cares about, odds are your going to get like 100 views.

Producing videos that get views

• In the following example, we show up #1, #2 and #5 for the term “Asset Tracking” in YouTube

Producing videos that get views

Producing videos that get views

• All of the stories that are showing up are about asset tracking, not just sales pitches

Promote Social Behavior

3. Promote Social Behavior

• Social seems to be more important for video than any other ranking factor. If people are taking and sharing your video, you will show up higher.

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4. Video SEO 101

• Don’t get caught up in very technical video SEO jargon. Gaming the system only gets you so far

Video SEO 101 – Ranking Factors

• Views, comments, playlists, likes, and shares have a direct impact on video SEO.

• Unless people are being social with your video, you don’t have much of a chance to rank well.

Video SEO 101 – Ranking Factors

• My personal goal is to get 1,000 views and 100 social interactions in the first week of a videos life. For most terms, this blasts the rankings near the top of YouTube search.

Video SEO 101 – Ranking Factors

• Unless people keep coming to your video and talking about it, your video will have a very short life cycle in search

• Relevance is how all search engines survive. If you make this your goal, you will be much better off

Video SEO 101 – Basics - Title

• The best way to create a title is to know what you want to rank for. You don’t have to get too fancy. Just make sure people are really searching for this term.

https://ads.youtube.com/keyword_tool

https://adwords.google.com/select/KeywordToolExternal

Video SEO 101 – Basics - Description

• Put a link on the first line as a call-to-action• Use your title keywords in the description • Tell people what to do next

Good example:http://www.youtube.com/watch?v=Nc9IecsHX9Q

Video SEO 101 – Basics – Category & Tags

• YouTube is a database, the better you tag and describe your video, the more likely the right people will find it.

• If the wrong people find your video, it will most likely hurt your potential views

5. Video Advertising

• Kick start your videos with Promoted Videos

• http://www.youtube.com/t/advertising_promoted_videos

6. Backlinks

• Try to get as many people as you can to embed your video.

• Link your webpage that has the YouTube embedded video to 10+ other video sharing sites and Social sites

7. Video Sitemaps

• Add a video sitemap

• Include: thumbnail, duration, title, keyword rich descriptions, landing page URL

• http://www.google.com/webmasters/videositemaps/

• http://yoast.com/video-seo/

8. Annotations

• If you tell people what to do, many times they will do it. Annotations are a great way to get people to watch more videos and subscribe to your channel

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9. Captions

• Always use captions for video SEO. Transcribing your videos can then allow you to put that text on your site.

• http://speakertext.com/

• Look at the example of the transcribed text boxhttp://speakertext.com/captionbox

10. Playlists

• Playlists are one of the most powerful things you can do for a new video.

• In the next slide notice the 5 thumbnail. It’s just a playlist showing up in YouTube Search.

Producing videos that get views

11. Video Syndication

• Put your video everywhere!!!iTunes, Roku, RSS Feeds, video sharing sites

• http://feedburner.google.com

• http://www.youtube.com/watch?v=_wzdas0eDjA

12. Video Analytics

• Understand the dynamics of what’s going on under the hood of your account.

• Look at the Audience Retention to see when people are engaging and when people are leaving. Change your production style based on this information

• https://www.youtube.com/analytics

Jeremy Vest

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