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Brightcove Video SEO - Optimizing Brightcove Video for Search
 

Brightcove Video SEO - Optimizing Brightcove Video for Search

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This is a video SEO training presentation presented by Mark Robertson @http://www.reelseo.com/ at the 2013 Brightcove Play conference.

This is a video SEO training presentation presented by Mark Robertson @http://www.reelseo.com/ at the 2013 Brightcove Play conference.

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    Brightcove Video SEO - Optimizing Brightcove Video for Search Brightcove Video SEO - Optimizing Brightcove Video for Search Presentation Transcript

    • MARK ROBERTSON, FOUNDER | REELSEO JAMES ZISK, ENGAGEMENT DIRECTOR | BRIGHTCOVE Optimizing Video for Search Engine Discovery: SEO Tips & Tricks
    • Agenda !   Search Evolution !  A Brief History of SEO !   Video + Search !  Video Search History !  Universal Search !   Video SEO Tips !  Step 1 !  Indexing !  Landing Pages !  Extra Tips
    • Get Reel With Video! !   ReelSEO = The Online Video Marketing Guide Our focus is to help marketers and brands capitalize and maximize the power of online video. Video Marketing Video Advertising Video SEO Video Technology Video Search Video Production Research & Trends E-Commerce Video Live Video Web Series Mobile Video Internet TV
    • Search Evolution A BRIEF HISTORY OF SEARCH & THE CHANGING NATURE OF SEO
    • How Important is First Page Ranking? Source: Seeing Between the Lines of the Search and the Click – Kantar Media/Compete – Oct. 2012 !   87% of clicks go to top 5 organic spots !  #1 = 53% !  #2 = 15% !  #3 = 9% !  #4 = 6% !  #5 = 4%. 53% of clicks go to the first organic result
    • What is SEO? !  SEO is a ongoing, multidisciplinary approach to achieving strong and lasting organic rankings in search via following best practices for creating accessible, well-structured, relevant, informative, and unique content that satisfies the users' query and intent. !   Good SEO = Relevant indexing and ranking !   Bad SEO = Risk of lasting damage to a website and reputation (BMW, JCPenny, Interflora). !   NOT - about building pages for search engines, robots, and spiders.
    • SEO = Moving Towards True Consensus
    • 20 Years in Search History !   1993 – Wandex developed at MIT !   1995 – Yahoo Launches its Web Directory !   1998 – Google Launches, DMOZ launches this same year !   2000 – Yahoo Drops Altavista, Uses Google’s Algorithm !   2001 – PageRank is showed to users through the toolbar !   2005 – NoFollow Tag Introduced !   2007 – Universal Search !   2009 – Google Introduces Caffeine Algorithm, a major shift in SEO. !   2009 – Bing and Yahoo Merge !   2011 – Panda Algorithm Update. A major step in the history of SEO !   2012 – Penguin Algorithm Update !   2013 – Panda becomes real-time in March via machine learning
    • 2013 Search Engines Then and Now 2000 Source: Bruce Clay Search Engine Relationship Chart
    • Search Engine Market Share – US, Desktop Sources: 2013 Compete, Nielsen-Net, Alexa, seoMoz, StatsCounter - GlobalStats
    • !   Caffeine !   Google+, Personalized Search !   Panda !   Penguin !   Knowledge Graph “Each year, Google changes its search algorithm up to 500 – 600 times” - SEOmoz
    • http://www.youtube.com/watch?v=Pt7wsPARyCo
    • Google “Search Plus Your World” = HUGE SHIFT
    • Google Panda – UNIQUE CONTENT !   Launched US/UK Feb 2011, Global Aug 2011 !  Filter for low quality pages !  Aimed at: shallow, poorly written or plagiarized content and sites that carry excessive advertising (affiliates) !  Introduction to machine learning !   To date has had an impact on 20% of results !   Panda real-time as of March, 2013 !   Considerations as a result: !  Focus on providing a great user experience !  Create original, good quality content !  Avoid carrying too many adverts Quality
    • Google Penguin – NATURAL LINKING !   Launched April 2012 !  Filter for ‘web spam’ !  Aimed at: keyword stuffing, hidden content, spammy inbound links, plagiarized content !   Considerations as a result: !  Clean up link profile, do NOT buy links !  Reduce # links with exact keyword phrases (internal and external) !  Eliminate overuse of keywords (that you are aiming to rank for) Natural Linking
    • True Consensus - User Engagement/Satisfaction !  Bounce rates: If a user hits your content from Google, then bounces straight back out, that's not a good sign. !   Content should engage and resonate with audience. !   CTR, Time-on-site, Bounce Rate, Engagement !  Social signals: Are people sharing content via social channels? !  Authorship: Who wrote the content? Are they an authoritative writer or influencer within your niche?
    • http://www.google.com/insidesearch/
    • Brief History of Video Search
    • Video Search – The Early Years Remember these guys? •  Blinkx •  VideoSurf •  Truveo •  Clipta •  Megavideo •  VidSea •  Searchforvideo
    • Video Search Today | 2013 Blinkx, VideoSurf, Truveo, Clipta, Megavideo, VidSea, Searchforvideo
    • Google Universal Results Have Matured !   [UPDATE, 8 AUGUST 2012: As much as I appreciate seeing this research continue to circulate online, I'd like to note that these findings are now almost 4 years old, and are almost certainly no longer accurate. Just as you wouldn't rely upon Nielsen ratings from January 2009 to tell you what's popular on TV today, nor can the data below tell you how Google is handling search results today.] – Nate Elliot, Forrester
    • Understanding Universal Video Search Results Transactional Intent Informational Intent
    • Universal Video Search Result Triggers !   What keyword triggers work? !  Obvious – “video” “show” !  Instructional - “how-to” !  Informational - “review” “unboxing” “about” !  Navigational - website, brand names, etc… !  Long-tail queries !  less competition (e.g. homedics breathe air revitalizer) !  Less intent based feedback !   What keyword don’t often trigger? !  Transactional keywords “buy,” “free,” or “sale” !  Local search !   Don’t forget, it’s Google’s control
    • What  is  Video  SEO? Simply put, video SEO is the application of SEO best practices to ensure that your video content achieves max visibility amongst your target audience in search !   Video SEO is an extension of SEO
    • Why Video SEO? Break Through the Clutter
    • Video Shown Most in Universal Results Source: Searchmetrics "Universal Search Results in the Google SERPs - Review 2012 and Forecast 2013”
    • Video Generates Higher CTR in SERPS !   Across all positions, video results with thumbnails generate consistently higher click through rates. Source: RankAbove.com SEO Firm 2010
    • Video  Search  =  Significant  Trend  in  Search  Marke9ng Source: SEMPO Survey 2012 Trends in Search Marketing
    • Benefits of Website Video SEO !   INCREASED, Direct traffic !   Control: !  on-page text !  user-experience, etc... !  action/conversions !  brand experience !   Better analytics capability vs. YouTube !   Exposure to related, owned content !   Can strengthen overall website SEO
    • Video SEO Best Practices THERE ARE NO TRICKS, JUST TIPS
    • YOU WON’T RANK JUST BECAUSE YOU HAVE VIDEO Video SEO is Step #2
    • SEO is Step #1 !   Search Rankings (video, blogs, news, images, web) = Based off Relevance of URL !   SEO Study – e-retailer !  Completed an SEO audit !  Enhanced internal linking !  Optimized titles, metadata, etc… !   The Results? !  “Visible lift in video landing page views”
    • SEO Basics !   Site Structure !  Prominent Video Section !  Text Navigation !  Internal Linking !   Unique Content !  Unique page titles !  Unique meta descriptions !  Canonical URL tag !  H1s on all pages !   RIA Technology – graceful degradation !   Content within, javascript, iframes, flash !   Etc….
    • HOW TO GET INTO VIDEO SEARCH RESULTS Getting Indexed as Video
    • Video Search Engine Flow
    • Video Search Indexing - Issues !   Problems with video search mechanisms are evident: !  Discovery difficult – multiple publishing methods !  Text Reliance - Not YET able to “understand” !  Advanced mechanisms are insufficient: !  Automatic Speech Recognition (ASR) !  Only relevant if spoken word exists !  Concept detection !  Only as good as what goes in – quality !   What does this mean? !  Search engines need to be told about video !  Optimization is crucial to discovery, indexing, and ranking
    • 1st – Are Your Videos Indexed?
    • Methods to Get Indexed In Search !   1) Web Crawling !  Unreliable & error-prone !   2) MRSS Feeds !  Unique per platform !   3) Video Sitemap Protocol: !  Google !  Bing/Yahoo – Manual Submission ! Hulu -– Manual Submission
    • Getting Indexed in Google Video Search XML Video Sitemaps !   Step 1. Create XML video sitemap !  XML file, index of site URLs !   Step 2. Give Google Video XML Sitemap !  Webmaster tools and/or robots.txt file ! Step 3. Google crawls page to verify !   Step 4. Indexed in Google video !  Available via Google’s video index !  Thumbnails displayed if appropriate
    • Indexing Issue: Publishing Methods The Issue? !   JavaScript and iFrame publishing !  Verification issues The Solution !   Indicate and match <video:player_loc> or <video:content_loc> in the html source of the page via: !  Schema Markup !  Facebook Markup !  NoScript tags
    • Basic Sample XML Sitemap Entry <url> <loc>LANDING_PAGE_URL</loc> <video:video> <video:player_loc>PLAYER_URL</video:player_loc> <video:thumbnail_loc>THUMBNAIL_URL</video:thumbnail_loc> <video:title>VIDEO_TITLE</video:title> <video:description>VIDEO_DESCRIPTION</video:description> </video:video> </url>
    • XML Video Sitemap Fields Documentation: https://developers.google.com/webmasters/videosearch/sitemaps <loc> URL to video landing page required <video:player_loc> URL to flash player with parameters required <video:content_loc> URL to video file (http only) not recommended <video:thumbnail_loc> URL to thumbnail image required <video:title> Title of video/page required <video:description> Description of video/page required <video:tag> Single word descriptive tags optional/recommended <video:duration> Duration in seconds optional/recommended
    • Random Tips for Video Sitemaps !   Robots.txt !  Include sitemap location !  Allow crawling of all required assets !   <video:player_loc> vs. <video:content_loc> !  Respects desired thumbnail !  Bypasses issues with streaming protocols & authentication !   Reinforce sitemap elements with structured, on-page markup !   Monitor 404’s, expire video entries in sitemaps !   Include duration for long-form content
    • Brightcove VideoCloud Sitemap Resources !   Make your Video Content Indexable ! http://support.brightcove.com/en/video-cloud/docs/make-your-video-content-indexable !   The page includes !  Sample site maps – standard and video sitemaps !  Example video:player_loc element path you can use !  Resources for creating dynamic sitemaps
    • Optimizing Video Landing Pages
    • Video Landing Pages – Presentation & Design Creating “Video Landing Pages” !   1 Video/URL !   Video prominent on page, top of HTML !   Create obvious video “sections” /videos
    • Video Landing Page - continued Make it easy for users to find videos !   Landing page display !  Show thumbnails of video with title text vs. icon or “click here for video” !  Avoid popups if possible – (i.e. “click to watch video” à pop-up) !   Incorporate video results within site search !   Add “videos” to navigation !   Recommend related videos and link to them Auto-play or Not to Auto-play? !   Viewer expectation
    • Video Landing Pages – Basic SEO Optimize the Video Landing Page !   General SEO for titles, descriptions, Headings (H1, H2,) etc… Provide ConTEXT to Surround Video !   Contextually related links (products, videos, articles) !   Related on-page text (tags, transcripts, comments)
    • Transcripts or No Transcripts? !   How much textual content on page? !   Is there a script? !   Is it helpful for user experience? !  Is it long-form content? !  Consider interactive transcripts (3PlayMedia) !  Increased view time w/MIT !  Internal cross-linking
    • How to Utilize On-Page Transcripts !   Must be in source code !   Ideally, not hidden from viewers !  OK if user initiated expandable layer !   Can be hidden behind video !  Must be clearly representative !  Still best to provide in visible manner !   Consider closed captions as well !  Accessibility for hearing-impaired !  Translations – global exposure !  Future use in video search via HTML5
    • Pay Attention to Load Times Page Load Times are Critical !   April, 2010 - Factor in Google’s ranking algorithms !   User experience !   Monitor page load times with video !  In-video ads !  Player plugins !   Free tools to evaluate: !  Page Speed, open source browser add-on. !  YSlow, suggests ways to improve speed. !  WebPagetest, waterfall view of performance.
    • !   LINKING & SHARING Video Landing Pages
    • Share the Video page URL !   Customize video share URL to point to player page !   How? !  Embed parameter “linkBaseURL” !  Player API
    • Default Example vs. Site
    • Facebook Open Graph
    • Facebook Social Sharing 1) Shared Link -> Links to Source Page 2) Shared Link -> Plays Video on FB Wall
    • Facebook & Open Graph Mark-up <head> <meta property="og:url" content="CANONICAL-URL"> <meta property="og:title" content="PAGE-TITLE "> <meta property="og:description" content="PAGE-DESCRIPTION "/> <meta property="og:site_name" content="SITE-NAME "> <meta property="og:type" content="video"> <meta property="og:image" content=”IMAGE-URL"/> <meta property="og:video" content="http://secure.brightcove.com/…swf" /> <meta property="og:video:secure_url" content="https://secure.brightcove.com/…swf” /> <meta property="og:video:width" content=”1280" /> <meta property="og:video:height" content=”720" /> <meta property="og:video:type" content="application/x-shockwave-flash" /> </head>
    • Advanced Open Graph – Movies, TV, Episodes… !  <meta property="og:type" content="video.movie" /> !  <meta property="og:image" content="http://content6.flixster.com/movie/11/16/75/11167576_ori.jpg" /> !  <meta property="og:url" content="http://www.rottentomatoes.com/m/django_unchained_2012/" /> !  <meta property="og:description" content="Bold, bloody, and stylistically daring, Django Unchained is another incendiary masterpiece from Quentin Tarantino." /> !  <meta property="video:release_date" content="2012-12-25" /> !  <meta property="video:duration" content="165" /> !  <meta property="video:director" content="http://www.rottentomatoes.com/celebrity/quentin_tarantino/" /> !  <meta property="video:actor" content="http://www.rottentomatoes.com/celebrity/jamie_foxx/" /> !  <meta property="video:actor" content="http://www.rottentomatoes.com/celebrity/leonardo_di_caprio/" /> !  <meta property="video:actor" content="http://www.rottentomatoes.com/celebrity/christoph_waltz/" /> !  <meta property="video:actor" content="http://www.rottentomatoes.com/celebrity/samuel_l_jackson/" /> !  <meta property="video:actor" content="http://www.rottentomatoes.com/celebrity/walton_goggins/" />
    • Additional Markup for Video What is Schema Markup? !   Joint effort launched by Bing, Google, Yahoo and Yandex !   Structured markup language (like microformats, RDFa, data- vocabulary.org, etc.) !   Support for video launched in April, 2012 Benefits !   May help with indexing !   On-page markup “…we’re also launching video support for schema.org. …now the recommended way to describe videos on the web.” – Henry Zhang, Product Manager for Google Videos
    • How to Markup Videos with Schema Must include the following !   itemscope and itemtype !   Name (title) !   thumbnailURL !   embedURL !   Description !   More info – http://www.reelseo.com/schema-markup-video/ <div itemscope itemtype="http://schema.org/VideoObject"> <h2>Video: <span itemprop="name">Title</span></h2> <meta itemprop="thumbnailURL" content="http://site.com/ thumbnail.jpg" /> <meta itemprop="embedURL” content="http://site.com/player.swf? 123"/> <object ...> <embed type="application/x-shockwave-flash" ...> </object> <span itemprop="description">Video description</span> </div>
    • Working with Schema Markup !   Make sure markup is done in the source code for that page. !  It needs to be visible without executing any JavaScript or Flash. !   Submit a video sitemap !  Helps Google discover/index videos (schema not sufficient) !  Provides faster updates (new or updated videos) !  Provides additional information about your video content !   Use the same info in both your video sitemap, and your on-page markup.
    • Verifying Video Markup Google’s Rich Snippet Testing Tool - http://www.google.com/webmasters/tools/richsnippets !   Provides verification of proper markup !   May not appear with the rich snippets
    • Extra Tips
    • Thumbnails as Important as Titles for CTR Make Thumbnails !   High quality !   16:9, HD !   Clear, in-focus !   Bright, high-contrast !   Close-ups of faces !   Visually compelling !   Good composition !   “compel you to click” !   Accurately represents
    • Video Content Marketing Builds Links !   Posts with videos included will attract almost 3X more ILDs (In-Linking Domains) than a plain text post. !   Posts with all three media types (videos, images, and lists) will attract almost 6 times more ILDs than a plain text post.
    • Offer Custom Embed Code Option !   Offer a custom embed code option !   Include a link back to the original video page !   Optionally link back to uploader, section, etc… <embed></embed> <p><a href=“LANDING_PAGE_LINK”>VIDEO TITLE</a></p>
    • Get on Google+ !   Search+ Your World
    • YouTube
    • < 5 yrs. - YouTube = 2nd Largest Search Engine 0 2 4 6 8 10 12 Bing Yahoo! YouTube Google 2.7 2.7 11.7 3.9 U.S. Search Queries (billions) in Dec. 2011 Source: comScore qSearch, Dec. 16, 2011
    • Search video vs. YouTube
    • How YouTube Search Works = > Keywords !   YouTube Ranking Factors !  Title !  Description !  Tags !  Time watched !  Views & frequency !  Likes, dislikes !  Playlist additions !  Flagging !  Shares !  Comments !  Age of video !  Subscribers !  Favorites !  Embeds & inbound links !  Annotation linking
    • QUESTIONS: THANK YOU •  MARK ROBERTSON – MARK@REELSEO.COM •  JAMES ZISK – JZISK@BRIGHTCOVE.COM
    • PLEASE TAKE A MOMENT TO COMPLETE A SESSION EVALUATION. YOUR FEEDBACK WILL HELP IMPROVE BRIGHTCOVE PLAY. Thank you