Digital Asset Optimization Optimizing Photos, Videos & Podcasts for Social & Search Liana “Li” Evans SearchCamp Philly – Philadelphia, PA October 2009 Twitter: @storyspinner Liana “Li” Evans

Digital Asset Optimization Content is no longer just TEXT on a page Universal Search has changed the entire Search space No longer is a results page just 10 blue links Videos are now playing a prominent role in results Podcasts landing pages being listed Videos playing directly in Google search results Songs playing directly in Yahoo search results Photos play a huge role!

Content is no longer just TEXT on a page

Universal Search has changed the entire Search space

No longer is a results page just 10 blue links

Videos are now playing a prominent role in results

Podcasts landing pages being listed

Videos playing directly in Google search results

Songs playing directly in Yahoo search results

Photos play a huge role!

Google’s Search Results

Yahoo Blended Results

Images!

Images!

So How Do I Optimize Podcasting? Start from the beginning Show name Easy to remember & spell Secure the domain name (but remember, this doesn’t mean the show name isn’t taken!) Episode names Title and description for each Write them before you launch Decide whether to transcribe the podcast or just give an abstract the show contents Decide how to brand your blog By show host, name of podcast or content of podcast

Start from the beginning

Show name

Easy to remember & spell

Secure the domain name (but remember, this doesn’t mean the show name isn’t taken!)

Episode names

Title and description for each

Write them before you launch

Decide whether to transcribe the podcast or just give an abstract the show contents

Decide how to brand your blog

By show host, name of podcast or content of podcast

Decisions Before You Start Decide your keywords for the show before you start Decide each episode’s keywords prior to show start 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 Investigate which categories fit your show in services like iTunes, Yahoo! Music, Music Match, etc. Don’t rely on tag editors, test them before you use them exclusively, sometimes they don’t edit all the tags Decide & write the audio tag information beforehand Optimize your audio tags for each and every episode

Decide your keywords for the show before you start

Decide each episode’s keywords prior to show start

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

Investigate which categories fit your show in services like iTunes, Yahoo! Music, Music Match, etc.

Don’t rely on tag editors, test them before you use them exclusively, sometimes they don’t edit all the tags

Decide & write the audio tag information beforehand

Optimize your audio tags for each and every episode

Optimizing Audio Tags

Optimizing ID3 Tags Title of the Podcast : Name of the show with the date (mm/dd/yy) and / or name of episode Artist: Host’s Name Album: Name of the podcast Year: Year of podcast release Track: Episode number Comments: List a URL or abstract of show, contact information. Genre: List as Podcast Lyrics: Put your transcripts here!

Title of the Podcast :

Name of the show with the date (mm/dd/yy) and / or name of episode

Artist:

Host’s Name

Album:

Name of the podcast

Year:

Year of podcast release

Track:

Episode number

Comments:

List a URL or abstract of show, contact information.

Genre:

List as Podcast

Lyrics:

Put your transcripts here!

File Names Each episode should have a unique name Use hyphens as opposed to underscores or “+” signs Shorten show name + date or episode number. example: spanishpdcst-090807.mp3 – utilizing the date example: spanishpdcst-ep03.mp3 – utilizing the episode # This type of naming scheme assists users and directories when listing them in a particular order

Each episode should have a unique name

Use hyphens as opposed to underscores or “+” signs

Shorten show name + date or episode number.

example: spanishpdcst-090807.mp3 – utilizing the date

example: spanishpdcst-ep03.mp3 – utilizing the episode #

This type of naming scheme assists users and directories when listing them in a particular order

Optimize Your Show’s Main Page

Optimize Each Episode Page

Other Optimization Tips Optimize the main page for the show Optimize episode page for each episode Provide a player for visitors who wish to listen on you page If possible, list number of plays Include file size and play time (length) Use multiple feeds if you provide multiple feed types (mp3, wav, etc) Consider adding a transcript – provides keyword rich content to the page

Optimize the main page for the show

Optimize episode page for each episode

Provide a player for visitors who wish to listen on you page

If possible, list number of plays

Include file size and play time (length)

Use multiple feeds if you provide multiple feed types (mp3, wav, etc)

Consider adding a transcript – provides keyword rich content to the page

Feed Submission Sites Tell the world about your podcast!

Offer Subscriptions Create a feed Feedburner works great, give code for each type of chicklet you want Validate feed Offer different types of subscription services Offer subscription via email

Create a feed

Feedburner works great, give code for each type of chicklet you want

Validate feed

Offer different types of subscription services

Offer subscription via email

Search Engine Feed Submission

Use Sitemaps!

Videos!

Submit to YouTube & Optimize

Don’t Limit Yourself to Just YouTube!

Utilize TubeMogul

Image Optimization! File Name Alt Attribute Captions Text Around Photo On Sharing Sites: Title Tags Description GeoLocation

File Name

Alt Attribute

Captions

Text Around Photo

On Sharing Sites:

Title

Tags

Description

GeoLocation

Social Sharing – Photo Sharing

Social Sharing – Photo Sharing

Social Sharing – Photo Sharing

Social Sharing – Photo Sharing

Videos & Images - Local

Summary & Tips Build & Optimize landing pages for both the show and episodes Optimize the audio file’s ID3 tags Build & Validate RSS files Submit feeds to search engines Submit to multiple video shares Don’t Limit Yourself to YouTube Share Your Photos! Promote, Promote, Promote!

Build & Optimize landing pages for both the show and episodes

Optimize the audio file’s ID3 tags

Build & Validate RSS files

Submit feeds to search engines

Submit to multiple video shares

Don’t Limit Yourself to YouTube

Share Your Photos!

Promote, Promote, Promote!

Contact Director of Social Media SerengetiCommunications.com [email_address] SocialConversations.com SearchmarketingGurus.com lianaevans.com