2009 Philly Search Camp Digital Asset Optimization - Videos, Photos & Podcasts

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2009 Philly Search Camp Digital Asset Optimization - Videos, Photos & Podcasts

  1. 2. Digital Asset Optimization Optimizing Photos, Videos & Podcasts for Social & Search Liana “Li” Evans SearchCamp Philly – Philadelphia, PA October 2009 Twitter: @storyspinner Liana “Li” Evans
  2. 3. Digital Asset Optimization <ul><li>Content is no longer just TEXT on a page </li></ul><ul><li>Universal Search has changed the entire Search space </li></ul><ul><li>No longer is a results page just 10 blue links </li></ul><ul><li>Videos are now playing a prominent role in results </li></ul><ul><li>Podcasts landing pages being listed </li></ul><ul><li>Videos playing directly in Google search results </li></ul><ul><li>Songs playing directly in Yahoo search results </li></ul><ul><li>Photos play a huge role! </li></ul>
  3. 4. Google’s Search Results
  4. 5. Yahoo Blended Results
  5. 6. Images!
  6. 7. Images!
  7. 8. So How Do I Optimize Podcasting? <ul><li>Start from the beginning </li></ul><ul><ul><li>Show name </li></ul></ul><ul><ul><ul><li>Easy to remember & spell </li></ul></ul></ul><ul><ul><ul><li>Secure the domain name (but remember, this doesn’t mean the show name isn’t taken!) </li></ul></ul></ul><ul><ul><li>Episode names </li></ul></ul><ul><ul><ul><li>Title and description for each </li></ul></ul></ul><ul><ul><ul><li>Write them before you launch </li></ul></ul></ul><ul><ul><li>Decide whether to transcribe the podcast or just give an abstract the show contents </li></ul></ul><ul><ul><li>Decide how to brand your blog </li></ul></ul><ul><ul><ul><li>By show host, name of podcast or content of podcast </li></ul></ul></ul>
  8. 9. Decisions Before You Start <ul><li>Decide your keywords for the show before you start </li></ul><ul><li>Decide each episode’s keywords prior to show start </li></ul><ul><li>Create your album art: even for non-musical shows, this helps to brand your show and can also be used with universal search in the future </li></ul><ul><li>Investigate which categories fit your show in services like iTunes, Yahoo! Music, Music Match, etc. </li></ul><ul><li>Don’t rely on tag editors, test them before you use them exclusively, sometimes they don’t edit all the tags </li></ul><ul><li>Decide & write the audio tag information beforehand </li></ul><ul><li>Optimize your audio tags for each and every episode </li></ul>
  9. 10. Optimizing Audio Tags
  10. 11. Optimizing ID3 Tags <ul><li>Title of the Podcast : </li></ul><ul><ul><li>Name of the show with the date (mm/dd/yy) and / or name of episode </li></ul></ul><ul><li>Artist: </li></ul><ul><ul><li>Host’s Name </li></ul></ul><ul><li>Album: </li></ul><ul><ul><li>Name of the podcast </li></ul></ul><ul><li>Year: </li></ul><ul><ul><li>Year of podcast release </li></ul></ul><ul><li>Track: </li></ul><ul><ul><li>Episode number </li></ul></ul><ul><li>Comments: </li></ul><ul><ul><li>List a URL or abstract of show, contact information. </li></ul></ul><ul><li>Genre: </li></ul><ul><ul><li>List as Podcast </li></ul></ul><ul><li>Lyrics: </li></ul><ul><ul><li>Put your transcripts here! </li></ul></ul>
  11. 12. File Names <ul><li>Each episode should have a unique name </li></ul><ul><li>Use hyphens as opposed to underscores or “+” signs </li></ul><ul><li>Shorten show name + date or episode number. </li></ul><ul><ul><li>example: spanishpdcst-090807.mp3 – utilizing the date </li></ul></ul><ul><ul><li>example: spanishpdcst-ep03.mp3 – utilizing the episode # </li></ul></ul><ul><li>This type of naming scheme assists users and directories when listing them in a particular order </li></ul>
  12. 13. Optimize Your Show’s Main Page
  13. 14. Optimize Each Episode Page
  14. 15. Other Optimization Tips <ul><li>Optimize the main page for the show </li></ul><ul><li>Optimize episode page for each episode </li></ul><ul><li>Provide a player for visitors who wish to listen on you page </li></ul><ul><ul><li>If possible, list number of plays </li></ul></ul><ul><li>Include file size and play time (length) </li></ul><ul><li>Use multiple feeds if you provide multiple feed types (mp3, wav, etc) </li></ul><ul><li>Consider adding a transcript – provides keyword rich content to the page </li></ul>
  15. 16. Feed Submission Sites Tell the world about your podcast!
  16. 17. Offer Subscriptions <ul><li>Create a feed </li></ul><ul><ul><li>Feedburner works great, give code for each type of chicklet you want </li></ul></ul><ul><li>Validate feed </li></ul><ul><li>Offer different types of subscription services </li></ul><ul><li>Offer subscription via email </li></ul>
  17. 18. Search Engine Feed Submission
  18. 19. Use Sitemaps!
  19. 20. Videos!
  20. 21. Submit to YouTube & Optimize
  21. 22. Don’t Limit Yourself to Just YouTube!
  22. 23. Utilize TubeMogul
  23. 24. Image Optimization! <ul><li>File Name </li></ul><ul><li>Alt Attribute </li></ul><ul><li>Captions </li></ul><ul><li>Text Around Photo </li></ul><ul><li>On Sharing Sites: </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>GeoLocation </li></ul></ul>
  24. 25. Social Sharing – Photo Sharing
  25. 26. Social Sharing – Photo Sharing
  26. 27. Social Sharing – Photo Sharing
  27. 28. Social Sharing – Photo Sharing
  28. 29. Videos & Images - Local
  29. 30. Summary & Tips <ul><li>Build & Optimize landing pages for both the show and episodes </li></ul><ul><li>Optimize the audio file’s ID3 tags </li></ul><ul><li>Build & Validate RSS files </li></ul><ul><li>Submit feeds to search engines </li></ul><ul><li>Submit to multiple video shares </li></ul><ul><li>Don’t Limit Yourself to YouTube </li></ul><ul><li>Share Your Photos! </li></ul><ul><li>Promote, Promote, Promote! </li></ul>
  30. 31. Contact Director of Social Media SerengetiCommunications.com [email_address] SocialConversations.com SearchmarketingGurus.com lianaevans.com

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