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Reelseo Ooyala Final 100209150834 Phpapp01

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SEO your video

SEO your video

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  • 1. “Reel” Video SEO Strategies & Best Practices Presenters: Mark Robertson, ReelSEO Peter Kocks, Truveo Sean Knapp, Ooyala Alex Holub, Ooyala Audio Portion: US: 1-866-853-0972 International: 1-857-350-1619 Passcode: 93062172#
  • 2. 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: 1-857-350-1619 Passcode: 93062172#
  • 3. Mark Robertson, Founder, ReelSEO.com Audio Portion: US: 1-866-853-0972 International: 1-857-350-1619 Passcode: 93062172#
  • 4. What is Video SEO & Who Cares?
  • 5. What is Video SEO 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
  • 6. Why Video SEO? - People Search for Video 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)
  • 7. Why So Much Focus on Google? 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 Source – “Google Universal Search Results Searcher Penetration by Result Type” – ComScore – Jan 2008
  • 8. Universal Search = Opportunity to Stand Out
  • 9. Best Practices for Video SEO
  • 10. Video Search – The Players 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… *** Commonality 1. All searches begin with keywords 2. Dependent on textual metadata & community factors
  • 11. Hosted Video SEO vs. Distributed “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
  • 12. “Hosted” Website Video SEO
  • 13. Create Optimized Video Landing Pages Create Unique Landing Pages – Unique URL for each video Video Landing Page Anatomy 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
  • 14. Don’t Forget the User Experience 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
  • 15. Hardest Part - Getting Video into Search Engines 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
  • 16. YouTube SEO Strategy & Tips
  • 17. 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
  • 18. Tips for Uploading to YouTube Titles 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
  • 19. Engage the Audience & Drive Interaction 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
  • 20. Website Video SEO Examples
  • 21. The New York Post - Video Pages 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
  • 22. The New York Post – Search Engine Results
  • 23. Fox Sports – Video Pages 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 • ?
  • 24. Fox Sports - Search Engine Results
  • 25. “Reel” Example – Universal Search Rankings Sony HDR-XR500V Good: • Traffic directly to ReelSEO • Beats Amazon.com Bad: • What was I thinking with this thumbnail?
  • 26. Bookmark ReelSEO = Video Marketing News, Trends, Tips… Thank You Mark R. Robertson, Founder www.reelseo.com @reelseo Facebook.com/reelseo