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SEO your video
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“Reel” Video SEO Strategies & Best Practices
Presenters:Mark Robertson, ReelSEOPeter Kocks, TruveoSean Knapp, OoyalaAlex Holub, Ooyala
Audio Portion:US: 1-866-853-0972International: 1-857-350-1619Passcode: 93062172#
Agenda
• What is Video SEO?• Overview of Video Search• Guidelines/Best Practices• Examples• Video Search vs. Web Search• Special Tips • Ooyala Video SEO SDK• Q/A
Audio Portion:US: 1-866-853-0972
International: 1-857-350-1619Passcode: 93062172#
Mark Robertson,Founder, ReelSEO.com
Audio Portion:US: 1-866-853-0972
International: 1-857-350-1619Passcode: 93062172#
What is Video SEO & Who Cares?
The application of SEO best practices with video content to ensure maximum discoverability across search engines & ultimately, visibility
amongst the target audience
• Video SEO is NOT– Smoke & mirrors– About “fooling” search engines
• Video SEO IS– Helping search engines “understand” video content– An extension of SEO– A method to drive valuable traffic to your video content– Something that plays an important role in an overall video strategy
What is Video SEO
Searches for Video– 38% of all US online users report using search engine results to discover video 1
– vs. from portal (19%) vs. other video destination sites (11%)
YouTube Searching– 54% of online consumers reported using the site to discover video 1
– Dec 2008 – 2nd largest search engine in US2
– Dec 2009 – 3.9B queries = 28% of all Google queries2
Search Engine Referral Traffic– Share of video referral traffic from search engines 4
• 11.81% - general & video search engines (YouTube excluded)– 23% of traffic to YouTube originates from Google 3
Sources: 1JupiterResearch/NPD Group Individual User Survey (6/08) | 2 Comscore Search Rankings (6/09) | 3Compete.com | 4Tubemogul (2/09)
Why Video SEO? - People Search for Video
Why So Much Focus on Google?
Source – “Google Universal Search Results Searcher Penetration by Result Type” – ComScore – Jan 2008
Videos Dominate Universal Search• 38% of users who searched Google were
served video in Universal search engine results pages (‘08)
Google Video = 21.5M Unique/Month
Universal Search = Opportunity to Stand Out
Best Practices for Video SEO
Video Search Engines / Aggregators– Truveo, Blinkx, Videosurf, Veoh, etc…
General Search Engines– Google, Yahoo, Bing– Universal search, federated, blended, etc…
Video Destination Sites– YouTube, Metacafe, blip TV, and many many
more…
*** Commonality1. All searches begin with keywords2. Dependent on textual metadata &
community factors
Video Search – The Players
“Hosted” or Website Video SEO• Good for monetization and traffic to website
Benefits: – Control: analytics & monetization, UI and branding– Exposure to related videos
“Posted” or Distributed Video SEO• Good for branding purposes & generating views • YouTube optimization is key = 85% traffic
Benefits: – Leverage authority– Leverage community/audience– Works without website video
Commonality– General principles for on-page & off-page SEO apply
Hosted Video SEO vs. Distributed
“Hosted” Website Video SEO
Create Unique Landing Pages– Unique URL for each video
Use Embedded Players– No pop-ups or JavaScript (lightbox,tabs – OK)
Optimize the Landing Page– SEO principles for titles, URLs, metadata, H1, etc…– Inbound linking (PR) matters
• Keyword anchor text – include keywords– “watch video” vs. “watch Climbing Everest part 1”
Provide Context to Surround Video– Contextually related links (products, videos, articles)– Related on-page text (tags, transcripts, comments)– Leverage dynamically generated textual content
• On-page and/or• Alternative text
Create Optimized Video Landing Pages
Video Landing Page Anatomy
Create Positive User Experience– Help users find videos
• Prominently link to video section• Incorporate video results in site search
– Page load times are important
Create Compelling Thumbnails– High quality & eye-catching – Relevant & appropriate*** Video search = browsing
Enable Interaction & Sharing– Let visitors share your videos– Enable commenting – provides additional text*** Sharing increases inbound links
Don’t Forget the User Experience
Don’t Make them Look for You (crawls)
MRSS feeds and XML Sitemaps– AOL Video/Truveo, blinkx & most others = MRSS– Google = both MRSS & XML video sitemaps
• XML sitemaps (better)– Specify player & thumbnail
Tips for MRSS/Sitemaps– Indicate landing page URLs for each video– Publish both video sitemap and regular xml sitemap– Titles are given disproportionate weighting for
rankings– The more data, the better
Hardest Part - Getting Video into Search Engines
YouTube SEO Strategy & Tips
Success = Quality, Value & Community
YouTube Ranking Factors• Title • Description• Tags• Views• Ratings• Playlist additions• Flagging• Shares• Comments• Age of video• Channel views• Subscribers• Embeds & inbound links
Tips for Uploading to YouTubeTitles are important
– Include keywords/phrases in titles– Trade-off = Search keywords vs. enticing titles
Maximize descriptive text– Leverage descriptions “more info” field liberally
(5000 characters)– Leverage tags – optimize & de-optimize*** Put most important keywords first in titles,
descriptions and tags
Enable interaction– Embedding and sharing– Commenting and rating
Consider manually uploading or API– More characters available for titles, descriptions,
tags vs. uploading tools– Must be active community member
Add URLs to descriptions– Track with tiny URLs
Consider paid placement– Allows off-site overlay ads
Leverage annotations – Drive viewers to other videos
Leverage closed captions– Indexing & placement– Accessibility– Global reach
Engage the community– Subscribe to relevant users– Add video responses when appropriate– Encourage linking and embedding
Engage the Audience & Drive Interaction
Website Video SEO Examples
The Good• Prominent link to section• Available in site search• Sharing enabled
The Bad• Video quality• No commenting/rating• Clunky UI
The Ugly• Slow page load• No text (all flash)• Duplicate meta-tags• No sitemap
The New York Post - Video Pages
The New York Post – Search Engine Results
The Good• Loads fast• Prominent links to section• Available in site search• Sharing enabled• Full text transcripts• Proper H1, titles,
descriptions, etc…• Related videos, topics, etc…
The Bad• No commenting• ?
Fox Sports – Video Pages
Fox Sports - Search Engine Results
Sony HDR-XR500V
Good:• Traffic directly to ReelSEO• Beats Amazon.com
Bad:• What was I thinking with this thumbnail?
“Reel” Example – Universal Search Rankings
Bookmark ReelSEO = Video Marketing News, Trends, Tips…
Thank YouMark R. Robertson, Founderwww.reelseo.com
@reelseo
Facebook.com/reelseo