Video Search Engine Optimization Overview and Tips for Hosted Video


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This is my presentation for Pubcon 2009 - All about video search engine optimization for hosted website video content and for universal search optimization with regard to video content. Visit ReelSEO if you want more....

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  • Video Search Engine Optimization Overview and Tips for Hosted Video

    1. 1. Video Search Engine Optimization<br />
    2. 2. Why? Who cares about optimizing video?<br />
    3. 3. People Search for Videos<br />Web Search Volume: “Video(s)” vs. “News” vs. “God” vs. “Sex”<br />
    4. 4. Videos Dominate Universal Search Results<br />Videos Dominate Universal Search <br />38% of users who searched Google were served video in Universal search engine results pages<br />Source – “Google Universal Search Results Searcher Penetration by Result Type” – ComScore – Jan 2008<br />
    5. 5. Search Drives Video Traffic<br />
    6. 6. Universal Search Rankings<br /><ul><li> “Thumbnail Power”
    7. 7. query – Viral Video Marketing
    8. 8. Traffic goes directly to
    9. 9. Page 1 out of >3M results</li></li></ul><li>How Video Search Works<br />
    10. 10. Video Search Engine Indexing<br />
    11. 11. Problems with video search mechanisms are evident:<br />Discovery difficult – still learning to crawl flash<br />Not YET able to “understand” video content – text reliance<br />Advanced mechanisms are nascent and insufficient:<br />Automatic Speech Recognition (ASR)<br />Only relevant if spoken word exists<br />Concept detection<br />Only as good as what goes in – quality<br />Algorithms in Flux<br />What does this mean?<br />Search engines need to be told what a video is about <br />Optimization is crucial to discovery, indexing, and ranking<br />Video Search Indexing - Issues<br />
    12. 12. Website Video SEO<br />
    13. 13. The application of SEO best practices in order to ensure that video content achieves maximum discoverability across search engines & ultimately, visibility amongst your target audience<br />Video SEO IS<br />Helping search engines “understand” video content<br />An extension of SEO<br />A method to drive valuable traffic to your video content<br />Video SEO is NOT<br />Smoke & mirrors<br />About “fooling” search engines<br />What is Video SEO?<br />
    14. 14. Approach SEO Holistically<br />Follow general SEO principles for titles, URLs, metadata, H1, linking, etc…<br />Page Rank Matters<br />Provide Context to Surround Video Content<br />Contextually related links (products, videos, articles<br />Related on-page text (tags, captions, comments)<br />Text transcripts of any audio content<br />Accessibility + SEO<br />Website Video SEO Tactics – Landing Page<br />Video Landing Page Anatomy<br />
    15. 15. Easiest = Link to Video File – traffic to video file vs. page<br />Best = XML Sitemaps<br />Google supports both MRSS and XML video sitemaps <br />MRSS feeds<br />Need location of video file<br />Video file = same domain<br />XML sitemaps<br />Allows you to specify player, and whether to “allow play” in Google Video<br />Tips for Sitemaps<br />Robots.txt - include sitemaps and allow URL crawling<br />Publish both video sitemap and regular xml sitemap (video + page)<br />Titles are given disproportionate weighting<br />Tell search engines which thumbnail to use<br />Contact search engines for specific guidelines – many outdated<br />Getting Video into Search Engines<br />
    16. 16. Googlebot Crawls the web & finds video<br />Process in flux – don’t rely on this<br />MRSS Feeds or XML Sitemaps<br />Step 1) Tell Google where your video resides<br />Step 2) Google crawls page to verify video exists<br /><ul><li>Video indexed in Google video
    17. 17. Available via universal search results</li></ul>How Google Video/Universal Video Works<br />
    18. 18. Publishing <br />“Twice cooked” - &lt;object&gt;&lt;embed&gt;&lt;/embed&gt;&lt;/object&gt;<br />Not XHTML compliant but cross-browser support<br />Works well<br />SWFObject dynamic<br />Uses JS to embed video<br />Uses JS for alt text content<br />Haven&apos;t had much luck<br />SWFObject static<br />Relies on js to provide alt text content<br />More coding<br />Works best & provides alt text<br />Don’t<br />Don’t use popups – (i.e. “click to watch video”  pop-up)<br />Publishing Flash<br />
    19. 19. Thank You<br />Mark R. Robertson, Founder<br /><br /><br /><br />