Date post: | 01-Sep-2014 |
Category: |
Self Improvement |
Upload: | massimo-burgio |
View: | 2,719 times |
Download: | 0 times |
massimo burgio
global search interactive www.globalsearchinteractive.net
SEMPO board of directors www.sempo.org
international
optimization video
berlin june 7, 2010
international search summit / localization world 2010
detox clinic SEO
+
from SEO to SMO in 12 steps
+ SEO DETOX clinic: a 12-step program
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)
10 - other people’s content is good too (embed)
11 - do not buy links, generate them
12 - ranking on Technorati is good as ranking on Google
8 - share what you know (social search)
9 - share what you like (social bookmarking)
7 - share what you own (RSS)
“Simply put, video SEO is the art and science of ensuring that your video content attracts as much traffic as possible.”
-- Blinkx
video SEO: definition
“As for regular website SEO, if your target audience is in multiple countries and you want to deploy a video strategy, you need to localize your SEO efforts, optimizing your videos for each country and language – with some exceptions.”
-- Massimo Burgio
international video SEO = localized video SEO
video optimization enablers
38% of users get videos in SERPS
38% of users get videos in SERPS
new google features: video search
eye-tracking on google serp BEFORE universal search
eye-tracking on google serp AFTER universal search
universal search: eye tracking
universal search study (germany)
universal search study (germany)
after all, video is better than porn
• videos create user interest and interaction, buzz, inbound links, traffic and SERP rankings
• great opportunity to show up for organic results in blended / universal search
• simplified search algorithms on video sharing sites and video search engines
• posting on video sharing sites leverages a larger audience and the viral potential of social sharing, besides of established authority of video sites
• when posted to multiple video sites, opportunity to appear multiple times in SERPs
video optimization: opportunity or strategy?
ON SITE VIDEO HOSTING
• control on video content and SEO strategy
• control meta tags and encoded video meta information
• search engine targeting through SEO techniques
• bandwidth + disk space costs
• time/material investment to encode videos, create web pages and optimize assets
• video encoding software cost + complexity
3RD PARTIES VIDEO HOSTING
• automatic encoding
• marketing to a larger “captive audience”
• simplified search algorithm
• drives traffic but creates competitor pages on SERPS
online videos: hosted or posted?
VIDEO HOSTED ON SITE
• Encode videos in several formats and for high-bandwidth, but always give a low bandwidth option
• Popular formats: MPEG, QuickTime, Real, Windows Media, Divx
• Use relevant keywords for both video files and directories
• Encode video with rich metadata. Use Keyword research tools
• Optimize the web page hosting the video (including text content and transcriptions, and anchor texts to video content)
• Simplify URLs and directory tree. Put the video directory off root if possible. Include a link to video page in footer/sitemap
• Create video RSS feeds (MRSS) and video sitemaps
• Submit as much videos as possible and relative sitemaps/rss
online videos: hosted or posted?
THIRD PARTIES VIDEO HOSTING - POSTING
• Encode videos with the best possible quality accepted by video sharing sites
• Use watermarks and opening/closing titles to protect assets and branding effect – Creative Commons maximize distribution
• Optimize video submission using good (keyword-rich) titles, descriptions, tags, geo-targeting, links and, if possible, a full text transcription of the video and closed captions / subtitles
• Develop a solid link building strategy. Anchor texts are (still) important to Google
• Allow download, share, embed, comments, replies… all social features maximize distribution
online videos: hosted or posted?
VIDEO SHARING SITES
• YouTube
• MySpace Videos
• Yahoo! Video
• AOL Video (SingingFish / Motionbox)
• DailyMotion
• Metacafe
• Veoh
• Blip.tv
• Imeen
• ...
VIDEO SEARCH ENGINES
• YouTube
• Google Video
• Google Universal Search
• Yahoo! Video Search
• Blinkx.com
• Daggle.com
• Searchforvideo.com
• Revver.com
• Metacafe.com
• Brightcove.com
• ...
2 generations of video sharing sites / engines
1 - Content is king, make it relevant and interesting
2 - Title: make it catchy and keyword-rich
3 - Video formats: different formats available (file type, size)
4 - Use optimized tags and thumbnails
5 - Video length: Internet-wise timing
6 - Keyword-rich localized descriptions / transcriptions
7 – Include URLs at the beginning of description
8 - Share it: allow rating, responses, embed, download, share/send to friends
9 - Distribute it: adopt RSS/ MRSS feeds, video sitemaps and social bookmarking
10 – Localize your video: replicate content in multiple languages or replicate video with subtitles + create local video site
online videos: 10 video SEO tips (nothing new)
1 - Make sure video tags are relevant to the video content
2 - Be generous with tags, and adopt keywords variations
3 - Match video title and description with top tags / keywords
4 - Have one common tag for all your videos (related videos)
5 - Don’t use natural language and conjunctions in video title
6 – Choose clear, appealing, creative and HD thumbnails
7 – Use one video channel per language, and optimize it
8 – Try to make it to the “Most view” or “Most discussed” tabs
9 – Generate more views by changing Title and Headline
10 - Try the new features: inclusions and annotations
online videos: 10 upload SEO tips
• Create buzz, this is what social media is about
• Be creative and sexy – like advertising is supposed to be
• Take advantage of multiple uploads tools like TubeMogul or TrafficGeyser
• Promote your videos in forums, blogs and social networks
• Take in consideration Social Bookmarking (del.ici.us, Digg, StumbleUpon)
• Include well defined calls to action, and a tracking analysis
• Spread it by “telling your friends” (a lot of them)
• Be interesting: social networking is about linking – and linking is about relevance!
social media power: let your videos go
e-shelf strategy tools: tubemogul
video analytics by tubemogul
leverage the long tail of video
leverage the insight of youtube analytics
tell search engines about your videos
VIDEO RSS / MRSS
• Most video search engines (and iTunes / podcasting) accept RSS / MRSS feeds
• http://www.blinkx.com/upload
• http://search.yahoo.com/mrss/submit
• http://www.reelseo.com/submit-videos-rss-mrss/
VIDEO XML SITEMAPS
• Google Video XML Sitemaps: Webmaster Tools / Sitemaps
• Include in video sitemaps only URLs to video content (web pages with embedded videos, URLs to video players and raw videos hosted on site)
• Use one unique URL per video and include thumbnails URLs
• Sitemaps max file size: <10Mb, video file + thumbnail: <30Mb
• Robots.txt: Allow UserAgent Googlebot
viral video redistribution: RSS at work
more video optimization tips from SEOmoz
thank you! danke!
massimo burgio global search interactive / sempo
www.globalsearchinteractive.net www.sempo.org [email protected]