SMX@adtech: Mobile, Local and Video Search — Drew HubbardPresentation Transcript
Video Search Tactics Drew Hubbard, Senior Linking Analyst, SEO The Search Agency
What Google Sees
Transcripts and Synopses
YouTube Captions and Subtitles
YouTube Meta Data Example
Most of the examples in this presentation will concentrate on hosted video upload sites. Two, in particular, are featured
YouTube because it’s the biggest
Vimeo because it’s my favorite
Recommendations apply across the board, even when a specific service is used as an example
EXCEPT: A couple of the examples will only be relevant if the videos are hosted on your own site. These will be clearly indicated
Content: What Google Sees This video is well-optimized with spiderable HTML text
This is what the search engines see
Well optimized text that makes it clear what the video is about
This text is spiderable This text is spiderable http://www.motortrend.com/av/roadtests/112_0804_conclusion_luxury_sports_sedan_video/index.html
Content: Transcripts and Synopses
Transcripts and synopses are great opportunities to further add content and optimize the page on which your video resides
They provide keyword opportunities and more content for the engines to spider
Content: YouTube Captions and Subtitles Video transcripts can be uploaded to YouTube in order to make closed captioning available. YouTube and Google will likely increasingly use video captions for more accurate searching and ad-serving. An opportunity to connect with the hearing-impaired can also result in positive PR.
Content: YouTube Subtitles Options URU Works Subtitle Workshop (freeware software) can help you create subtitles. http://www.urusoft.net/products.php?cat=sw&lang=1 Subtitles may be uploaded in any language. They can also be automatically translated to an available language of the viewer’s choice.
Content: YouTube Meta Data Example
HTML meta data for each page is collected directly from the information you enter for each video. Note the YouTube information and its HTML counterpart.
YouTube title = meta title tag
YouTube description = meta description tag
YouTube tags = meta keywords tag
Be sure to include keyword-rich titles, descriptions, and tags for this reason.
< meta name= "title" content= ”ad:tech San Francisco Video" > < meta name= "description“ content= “Hi ad:tech San Francisco! How is everyone today? I'm a little tired but otherwise I'm great. I’m definitely looking forward to cocktails later." > < meta name= "keywords" content= ”ad:tech San Francisco, video search, seo" > HTML example Note: YouTube curiously still uses the “keyword” meta tag. Vimeo does not.
Content: Naming Conventions
Categorize all video files and directories with keyword rich names
Video File Names: A video file name about ad:tech San Francisco should be named adtechsanfrancisco.wmv rather than H38lLWRS6I.wmv
Video Categorization: Videos should be kept together in a separate “video” directory
Thumbnails: YouTube Selection YouTube captures stills at the ¼, ½ , and ¾ points of the video and makes them available as selectable thumbnails. Branded or visually-appealing frames can be positioned at these points to control the appearance of thumbnails.
Thumbnails: Choose Carefully Thumbnails have been proven to greatly influence click-through. In this example, these two YouTube videos are virtually identical except for the thumbnails. Note the numbers of views. Vimeo allows much more flexibility, even giving you the option to upload your own.
Watermarks Videos can be edited to include a translucent, branded logo that appears for the duration of the video. This is particularly beneficial if the video is embedded on another site.
Use all opportunities to tag videos whenever reasonable
The more spiderable content that accompanies a video, the better chance it has to rank for its terms
Tagging can be done…
Within the ‘tag’ areas (YouTube, Vimeo)
On the page (video that you are hosting)
In video file names (YouTube and video that you are hosting)
Different video venues provide differing opportunities for tagging
Seek out and utilize these opportunities
Most video formats allow opportunities for tagging. Use your primary keyword first and then move down the list toward your secondary keywords until the list is complete.
Social Participation Regardless of the video sharing site, allow for full interaction with your brand by encouraging participation. Remember that moderation might be necessary. YouTube Vimeo
A video site map is a modified version of the XML sitemap standard
XML sitemaps make it easier for the engines to index your video content and increase the chances of your videos appearing in universal search results
Make sure to submit your video Sitemap to the search engines and reference it in robots.txt