Optimizing “Alternate” Content
BENEFITS <ul><li>Command greater SERP real estate </li></ul><ul><li>Excellent for online reputation management </li></ul><...
KEY POINTERS <ul><li>Filenames should match the content </li></ul><ul><li>Optimize the HTML to provide contextual clues </...
FILENAMES <ul><li>Match the name of the file to the content </li></ul><ul><li>What’s better?  </li></ul><ul><ul><li>DSC010...
OPTIMIZE THE HTML <ul><li>Provide Context </li></ul><ul><li>Images, video, flash should be embedded in HTML that’s also op...
OPTIMIZE THE HTML <ul><li>Take a cue from sites like Flickr, YouTube, Picassa </li></ul><ul><ul><li>Each video/image is “d...
MAKE SURE IT’S CRAWLABLE <ul><li>Don’t exclude robots from crawling your images directory via robots.txt </li></ul><ul><li...
USE PROPER FORMATTING & FILETYPES <ul><li>Images </li></ul><ul><ul><li>.JPG is a photo </li></ul></ul><ul><ul><li>.GIF is ...
LEVERAGE THE ‘ATTRIBUTES’ <ul><li>Images </li></ul><ul><ul><li>Alt text (shows up in image search results) </li></ul></ul>...
GET YOUR CONTENT ‘OUT THERE’ <ul><li>Just like RSS syndication, social media & other tools make it even easier and more im...
SPECIFIC CONTENT SYNDICATION IDEAS <ul><li>RSS: If you regularly produce images, video, etc. </li></ul><ul><li>Submit to f...
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SEO Tips For Video, Images & Podcasts

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Presented at SEMpdx's November 2009 SEO Fundamentals event. Covers ways to leverage "alternate" (non-text) content for search engines & "universal search". Focuses primarily on image & video but touches on flash, audio (podcasts) and more.

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SEO Tips For Video, Images & Podcasts

  1. 1. Optimizing “Alternate” Content
  2. 2. BENEFITS <ul><li>Command greater SERP real estate </li></ul><ul><li>Excellent for online reputation management </li></ul><ul><li>Leverage your unique content </li></ul><ul><li>Take users directly where they want to go </li></ul>
  3. 3. KEY POINTERS <ul><li>Filenames should match the content </li></ul><ul><li>Optimize the HTML to provide contextual clues </li></ul><ul><li>Make sure it’s crawlable </li></ul><ul><li>Use proper formatting </li></ul><ul><li>Leverage ‘attributes’ </li></ul><ul><li>Leverage syndication/distribution channels </li></ul>
  4. 4. FILENAMES <ul><li>Match the name of the file to the content </li></ul><ul><li>What’s better? </li></ul><ul><ul><li>DSC0103.jpg </li></ul></ul><ul><ul><li>Beer-Loving-Dog.jpg </li></ul></ul>
  5. 5. OPTIMIZE THE HTML <ul><li>Provide Context </li></ul><ul><li>Images, video, flash should be embedded in HTML that’s also optimized for the same term </li></ul>
  6. 6. OPTIMIZE THE HTML <ul><li>Take a cue from sites like Flickr, YouTube, Picassa </li></ul><ul><ul><li>Each video/image is “described” in properly formatted & coded HTML </li></ul></ul><ul><ul><li>UGC keeps things fresh </li></ul></ul><ul><li>For videos / podcasts - consider text transcripts </li></ul>
  7. 7. MAKE SURE IT’S CRAWLABLE <ul><li>Don’t exclude robots from crawling your images directory via robots.txt </li></ul><ul><li>Don’t “lock up” images </li></ul><ul><ul><li>Flash slideshows </li></ul></ul><ul><ul><li>JavaScript “click to see larger image” </li></ul></ul>
  8. 8. USE PROPER FORMATTING & FILETYPES <ul><li>Images </li></ul><ul><ul><li>.JPG is a photo </li></ul></ul><ul><ul><li>.GIF is a graphic image (like a logo) </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>Provide multiple filetypes </li></ul></ul><ul><li>All </li></ul><ul><ul><li>Consider filesize, optimize for the Web </li></ul></ul>
  9. 9. LEVERAGE THE ‘ATTRIBUTES’ <ul><li>Images </li></ul><ul><ul><li>Alt text (shows up in image search results) </li></ul></ul><ul><li>Video/Podcasts/PDFs </li></ul><ul><ul><li>META data: optimize titles, descriptions </li></ul></ul><ul><li>Inspire click-through, don’t keyword stuff </li></ul>
  10. 10. GET YOUR CONTENT ‘OUT THERE’ <ul><li>Just like RSS syndication, social media & other tools make it even easier and more important to distribute your content </li></ul><ul><li>Get eyeballs through social media, press releases, etc. </li></ul><ul><ul><li>Don’t forget to make your site more ‘social’ and easy to share </li></ul></ul><ul><li>The ‘linkerati’ will help spread the word & give you links </li></ul><ul><li>ORM Impact: these efforts will generate branded results in SERPs </li></ul><ul><li>“ It’s about the content, not the container” </li></ul>Video Generate Awareness Send to Friend RT’s Stumbles Develop Content Tool Blog Post Links Because Of Links ! Article RSS Article Directories Social Media Press Release YouTube Blog Comments Favorites/Ratings
  11. 11. SPECIFIC CONTENT SYNDICATION IDEAS <ul><li>RSS: If you regularly produce images, video, etc. </li></ul><ul><li>Submit to format-specific search engines </li></ul><ul><li>Add your images to Flickr, Picassa </li></ul><ul><ul><li>Optimize the pages </li></ul></ul><ul><li>Add your videos to YouTube </li></ul><ul><ul><li>optimize the pages </li></ul></ul>

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