Usability and Search Engine Optimization


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Fathom SEO hosted NEOUPA's March event, presenting about usability and SEO best practices.

Learn more about the event, presenter bios, and NEOUPA at:

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  • - Talk about clients in education, healthcare, manufacturing, technology, retail, e-commerce - Talk about Bill Fox and his role in starting Fathom SEO and vision.
  • - Quick explanation of ‘what SEO is’ - Good branding cannot compensate for not being found online
  • Video, social media, mobile version – blended search Multilateral online marketing is using SEO, paid search, online video, e-mail marketing - Number of Google algo changes in a year. This information isn’t shared by Google. Implement best practices that improve user experience. Google rewards usable websites with great content. - House analogy for own vs. rent - Fathom’s ongoing client success is with measure, analyze, adjust (commitment & cooperation)
  • Accurate analytics (separate paid from organic traffic, traffic filters) Rankings show progress early in a campaign, but are not something to get hung up on KPIs (e-newsletter sign-ups, whitepaper downloads, live chat sessions) Conversions should have a value Track the source of phone calls (paid or organic) ROA (for every dollar spent on SEO, how much revenue am I getting back?)
  • CrazyEgg – see where users are clicking on a page. Are your CTAs and top navigational items getting clicks. ProtoShare – build wireframes with planning for SEO and content
  • For most companies, their website’s primary goal is to increase sales/revenue. While SEO increases the number of visitors, it may not always result in increased revenue alone. Many will concentrate solely on increasing the number of visitors they have, when often they have fairly simple problems with their site that, if solved, would have a huge effect on their conversion rate and improve their site's bottom line at a minimal expense. A combination of SEO to increase traffic and website conversion tactics help ensure the greatest sales increase potential from a search engine marketing campaign.
  • The first thing to consider is the actual elements that affect conversions.
  • Landing Page Optimization
  • The time after a conversion is the best time for the next one; you’ve already earned the user’s trust. Therefore you should use the first conversion to immediately trigger a second conversion.
  • Landing Page Optimization focus on one key message that matches the creative (PPC)
  • Goal url (thank you page): Must be unique Should be static, however dynamic or query based urls can be used using regular expressions (advanced)
  • Funnels point out trouble spots in your “conversion path”. These trouble spots oftentimes cause visitors to abandon the process and lead to a loss in sales. Address weak points or trouble pages, as shown by high drop out rates, to boost conversions.
  • The first thing to consider is the actual elements that affect conversions. So let’s review a few of them shall we? Here are a few elements which can affect conversion rates;
  • The first thing to consider is the actual elements that affect conversions. So let’s review a few of them shall we? Here are a few elements which can affect conversion rates;
  • Usability and Search Engine Optimization

    1. 1. Usability & SEO Introduction About Fathom SEO Usability & Search Technical Foundation Website Conversions Online Videos
    2. 2. Introduction Kurt Krejny Director of SEM Best Practices @KurtKrejny Tom Cottrill Technical SEM Specialist & Lead Programmer @TomCottrill Matt Thompson Technical SEM Specialist @MThompson2 Cliff Karklin Senior Account Executive & Online Video Marketing Specialist @CliffKarklin
    3. 3. About Fathom SEO Mission Statement Multilateral Online Marketing Services Search Engine Optimization, Online PR & Link Building, Pay-Per-Click Management, Opt-in E-mail Marketing, Display Advertising, Internet Video Marketing, Website Design Experienced Team Senior Account Executives, SEM Specialists, Technical SEM Specialists, SEM Copywriters, Video Production Specialists, Web Designers & Developers
    4. 4. Usability & Search About Search and Web Usability Why Search Usability is Important The Scent of Information Types of Web Search Engine Queries Roles in Effective Search Usability Business Case for Usability & SEO Components of SEO On-Site, Off-Site, Technical, Management Search Usability Best Practices SEO Tools & Resources
    5. 5. Why Search Usability is Important Everyone can benefit. A user-friendly, search-friendly website benefits both the site visitor and organization. Search engines crawlers aren’t human. Usable and well-built sites do not automatically get traffic. Your site is not guaranteed to rank because you are the best at what you do. Good offline marketing doesn’t guarantee online success. If the search engines can’t crawl and index your site, searchers won’t be able to find it. Can you replicate a great in-store experience on a website? Give the people what they want. If people cannot find their desired content, they will not use your site. 50% or lower bounce rate. Get rewarded with rankings, traffic and conversions. Search engines reward sites that deliver a great user experience along with robust content that has proper themes using relevant keywords.
    6. 6. The Scent of Information <ul><li>A web page consists of graphical and text elements that aid navigation (where can I go?) , orientation (where am I?) and deliver valuable content (should I click on this link?) . </li></ul><ul><li>These words and images are the scent of information </li></ul><ul><li>Understand how and why people are searching </li></ul><ul><li>Learn searcher experience , goals and behaviors </li></ul><ul><li>Develop unique, authoritative and timely content </li></ul><ul><li>Utilize relevant keywords in search listings (Title Tags and Meta Descriptions) </li></ul><ul><li>Improve qualified traffic for higher conversions, sales, and repeat customers </li></ul>
    7. 7. The Scent of Information
    8. 8. The Scent of Information
    9. 9. Types of Web Search Engine Queries <ul><li>Navigational Searches (Where Can I Go?) </li></ul><ul><li>The searcher’s goal is to go directly to a website homepage or specific page </li></ul><ul><li>Highly actionable visitor </li></ul><ul><li>Approximately 10-26% of web search queries </li></ul><ul><li>Indicators: brand name, domain suffixes (.com, .org), part of URL </li></ul>
    10. 10. Types of Web Search Engine Queries <ul><li>Informational Searches (What Can I Learn?) </li></ul><ul><li>The searcher’s goal is to obtain information about a general or specific topic </li></ul><ul><li>Approximately 48-80% of web search queries </li></ul><ul><li>Indicators: longer keyword phrases, question-based keywords, plural form for lists </li></ul>
    11. 11. Types of Web Search Engine Queries <ul><li>Transactional Searches (What Can I Do?) </li></ul><ul><li>The searcher’s goal is to perform an activity beyond just reading </li></ul><ul><li>Critical point in the buying process </li></ul><ul><li>Approximately 10-24% of web search queries </li></ul><ul><li>Indicators: buy, find, download, join, register, apply, contact </li></ul>
    12. 12. Roles in Effective Search Usability Management - Know your audience before building a site. What do users expect? After launch, continually test and implement smart design revisions. Information Architects - Bad IA can cripple search usability efforts. Don’t rush into a design before IA. Dedicate time to a solid IA over quality assurance for a poorly built site. Graphic Designers - Front-end design affects how users scan, read and browse web pages. Everything cannot be the most important thing on a web page. K.I.S.S. principles. Web Copywriters - Web users scan content, look for keywords, and click on calls to action that carry the scent of information to help them achieve their search goals. Reflect users’ language using the right keywords. Information Technology (IT) - Build a website using iterative design and obtain feedback at all stages. Don’t lose the scent of information with poor error messages and URL structure. Avoid unnecessary site features. Usability Professionals - Determine how users get to the site via keywords. Provide simple navigation and content balancing for the different types of search traffic.
    13. 13. Business Case for Usability & SEO It is never to late to start. The search space is continually evolving. Implement SEO techniques on existing and new websites. Get into emerging online channels early. Hire an SEO firm, or build an in-house team? Get support from the top. Set proper expectations. Long term commitment using a multilateral online marketing approach. Do your homework. Be wary of firms that guarantee rankings, claim they optimize specifically for algorithms, or utilize black-hat techniques. A diverse team skill-set that understands your business goals and generates new revenue is the key to success. Increase online visibility. SEO can support and enhance your brand. Own keyword traffic rather than rent. Paid search and link buying may not be a viable long-term traffic solution. Reduce other marketing costs. Top organic rankings can allow you to lower spend in paid search, print, TV, and radio advertising. Measureable campaigns. Monitor keyword rankings, traffic, and conversions that generate a positive Return on Advertising (ROA). Measure, analyze, and adjust.
    14. 14. Components of SEO On-Site Off-Site Technical Management GET CONVERT MEASURE
    15. 15. Components of SEO (On-Site) Look at… URL / Domain Name Visible Text Navigation Site Age Depth of Content “ Meta Data” Page Titles Footers Intra - Linking Keyword Density Search Engines Like..
    16. 16. Components of SEO (Off-Site) Search Engines Like.. Look at… Blogs Articles / Guides News Releases Inbound Links Videos Social Media More Credible From… Than From… Directories & Descriptions Also Direct Traffic from… Forums
    17. 17. Components of SEO (Technical) Look at… Search Engines Like.. Crawler Friendliness Content Mgt. Systems (CMS) Site Maps Code / HTML Analytics Navigation Can’t See Images Looks at… Duplicate Content Frames Error Pages CSS Validation / Errors No Roadblocks!
    18. 18. Components of SEO (Management) Understand business goals and audience Accurate analytics Keyword Rankings Visibility Score Traffic (bounce rate, time of site, pages per visit) Key Performance Indicators Conversions (valuable leads)
    19. 19. Search Usability Best Practices Title Tag Should be unique on every page and contain relevant keywords and call to action if possible. 70 characters or less (with spaces). Meta Description Should cater to the scent of information in 1-2 short sentences. Include an attribute and strong call to action. 155 characters or less (with spaces). URLs / Directory Structure Include relevant keywords in URL directory structure and page file names to establish solid content themes. Do not go more than 3 directories deep. Avoid repeating keywords.
    20. 20. Search Usability Best Practices Breadcrumb Navigation Great for usability and also can support keyword optimization. Can enhances your listings in Google. Anchor Links Used to break up navigation on long content pages. Can enhance your listings in Google. Text Footers Include main navigational links. Include physical address and other credibility elements. Great place to include a keyword rich tagline. Sitemaps Traditional sitemap for user navigation. XML Sitemap for search engines.
    21. 21. SEO Tools & Resources Technical Tools - Google Webmaster Tools - Yahoo! Site Explorer - Bing Webmaster Center - GSite Crawler (XML Sitemaps) - Funnel Web Profiler SEO Browser Plug-in - SearchStatus for Firefox - Web Developer Toolbar Keyword Research - Google Keyword Tool - Keyword Discovery - Fathom SEO Keyword Mixer Local SEO - Search Usability - CrazyEgg - ProtoShare Industry News - Search Engine Land - SEOmoz - Official Google Blog SEO Books - When Search Meets Web Usability - The Art of SEO
    22. 22. Technical Foundation Q. What is the technical foundation of a web site and the user experience? A. It’s the sum of all the parts used to: <ul><li>Deliver </li></ul><ul><li>Create </li></ul><ul><li>Manage </li></ul><ul><li>and Consume </li></ul>
    23. 23. Technical Foundation What technology makes up our foundation? <ul><li>Web Server </li></ul><ul><li>Coding Tools (Dreamweaver, Notepad) </li></ul><ul><li>Content Management System </li></ul><ul><li>Browsers </li></ul><ul><li>Etc. </li></ul>
    24. 24. Technical Foundation Technological issues and barriers affecting both Usability and SEO <ul><li>Bad CMS systems </li></ul><ul><li>Slow loading speeds </li></ul><ul><li>Enabling users to consume data their way </li></ul><ul><li>Coding for both search engines and users </li></ul>
    25. 25. Technical Foundation Questions to ask yourself about your CMS System <ul><li>Is it easy/intuitive to use? </li></ul>2. Can we adjust Meta titles, descriptions and keywords? 3. Can Meta Titles be separate from on page titles? 4. How easy is the template system to work with? 5. Does it allow alt attributes on images? 6. Does it allow versioning? 7. Is it extensible? 8. Is it well-supported? 9. Does it produce clean code? 10. Does it offer support for forms?
    26. 26. Technical Foundation Many good CMS systems exist. Choosing one is going to depend on your size and needs. There is no right answer. However, a few we’ve had really good luck working with include: <ul><li>Drupal </li></ul><ul><li>Wordpress </li></ul><ul><li>DotNetNuke </li></ul><ul><li> </li></ul>
    27. 27. Technical Foundation Why are we concerned with slow loading speeds? What can we do to increase site speed? <ul><li>Frustrates users </li></ul><ul><li>Causes lost users </li></ul><ul><li>Google factors site speed into rankings </li></ul><ul><li>Create W3C compliant code </li></ul><ul><li>Make sure the server is up to speed </li></ul><ul><li>Streamline your images speed-and-crawl-ability-part-one-images/ </li></ul>
    28. 28. Technical Foundation Google Webmaster Tools is a free service that will allow you to analyze your site and see it through the eyes of their search spiders, including providing an analysis of Site Speed. (Currently in Google Labs)
    29. 29. Technical Foundation Allow users to consume your site their way <ul><li>Your users use more browsers than ever. Accommodate as many as possible. </li></ul><ul><li>At a bare minimum, a site should support IE7+ and Firefox 2+. </li></ul><ul><li> </li></ul><ul><li>If it’s applicable, provide a mobile option. </li></ul><ul><li>Set up RSS feeds, social media, and whatever else might apply. </li></ul>
    30. 30. Technical Foundation Coding and structure for Users and Search Engines <ul><li>Favor text over images </li></ul>
    31. 31. Technical Foundation Coding and structure for Users and Search Engines <ul><li>Favor text over images </li></ul><ul><li>Utilize external JavaScript and CSS where possible </li></ul><ul><li>Structure the site so the content is at the top, using CSS </li></ul><ul><li>Utilize XML sitemaps and robots.txt to control your indexing </li></ul><ul><li>Breadcrumbs are both usable and search-friendly </li></ul>
    32. 32. Technical Foundation Key Takeaways <ul><li>The Technical Foundation is about removing barriers for you and your clients/users. </li></ul><ul><li>Content is still king, but poor site structure and technology can render it irrelevant. </li></ul><ul><li>If users can’t find your site, they’ll never get a chance to use it. So don’t ignore the search engines when coding and designing. </li></ul>
    33. 33. Website Conversions <ul><li>Overview </li></ul><ul><li>Factors Affecting Conversion Rates </li></ul><ul><li>Usability Techniques for Increasing Conversion Rates </li></ul><ul><li>Tracking Conversions via Google Analytics </li></ul><ul><li>Tracking Conversions via Call Tracking </li></ul>
    34. 34. Overview Conversion Rate : percentage of website visitors that complete a desired goal (Ex. purchase, newsletter subscription, contact us) Average website conversion rate: only 2% - 3% (varies by industry, site) Quality of traffic is more important than quantity Best results are obtained through a combination of SEO and Website Conversion Tactics
    35. 35. Factors Affecting Conversion Rates <ul><li>Product/Service offering - product/service choice and ultimately pricing will play into conversion rates. </li></ul><ul><li>Website Usability - a website that is not intuitive and user friendly will undoubtedly have more sales friction. </li></ul><ul><li>Page Copy - include a unique selling proposition and highly visible calls to action. Developing buyer motivation through professionally written content that re-enforces value and credibility is crucial. </li></ul><ul><li>Incentives - other products or value-adds for the core offering. Many times one has to offer added value to further cement the final sale ( or upsell etc..). </li></ul><ul><li>Customer Service – ability/helpfulness to answer final questions (phone, live chat, etc.) </li></ul><ul><li>Continuous Testing - ongoing A/B, Multivariate testing and tweaking </li></ul>
    36. 36. Usability Techniques – Improving Conversion Rates Form Optimization 1. Remove unnecessary fields 2. Use External Labels 3. Strong Call To Action Buttons – never use “submit” 4. Place form and CTA above the fold 5. Remove “cancel” and “reset” buttons 6. Use clear error messages
    37. 37. Usability Techniques – Improving Conversion Rates <ul><li>Make Use of the Neglected Thank You Page </li></ul><ul><li>Should be unique per form or goal </li></ul><ul><li>- Promote a Second Conversion: </li></ul><ul><ul><li>Suggest related products/services </li></ul></ul><ul><ul><li>Include a Newsletter Subscription form </li></ul></ul><ul><ul><li>Offer coupons or a sneak peak for upcoming sale </li></ul></ul>
    38. 38. Usability Techniques – Improving Conversion Rates Landing Page Optimization 1. Focus on one key message with content that supports the value proposition - Consider what differentiates the product/service from your competitors. 2. Remove / Minimize the navigation 3. Make It Visually Appealing 4. Use Abundant Whitespace 5. Include testimonials and association membership logos to minimize customer anxiety and boost credibility 6. Include secondary CTA
    39. 39. Call to Action Button Examples
    40. 40. Tracking Conversions via Google Analytics <ul><li>Determine all goals that should be tracked (primary & secondary) </li></ul><ul><li>Examples of Goals: </li></ul><ul><ul><li>Primary </li></ul></ul><ul><ul><li>A completed transaction </li></ul></ul><ul><ul><li>Most form submissions (contact us, quote request, etc.) </li></ul></ul><ul><ul><li>Secondary </li></ul></ul><ul><ul><li>File downloads (PDFs, etc.) </li></ul></ul><ul><ul><li>Links clicked (follow RSS, submit a comment, etc.) </li></ul></ul>
    41. 41. Setting Up Goals in Google Analytics <ul><li>1. Login or create an account: </li></ul><ul><li> </li></ul><ul><li>2. On Overview page, click &quot;edit&quot; in the </li></ul><ul><li>in the &quot;Actions&quot; column. </li></ul><ul><ul><li>(must have administrator access) </li></ul></ul><ul><li>3. Scroll to “Goals”, click “Add goal” </li></ul>
    42. 42. Setting Up Goals in Google Analytics 4. Enter Goal Information
    43. 43. Setting Up Goals in Google Analytics 5. Goal Details Goal url (thank you page) should be unique per goal
    44. 44. Setting Up Goals in Google Analytics 6. Goal Funnel - Funnel: a series of pages leading up to the goal URL. - In most cases, it’s only one page Ex: E-commerce site with multiple funnel pages
    45. 45. Funnel Reporting
    46. 46. Site Search <ul><li>See how visitors search your website once already there </li></ul><ul><li>Conversion rate among site search users typically higher than site average </li></ul><ul><li>Search terms used can provide valuable information: </li></ul><ul><ul><li>Changes to navigation structure </li></ul></ul><ul><ul><li>Ideas for new SEO keywords and content </li></ul></ul>
    47. 47. Learn More About Google Analytics <ul><li>Google Site Search </li></ul><ul><li>- Let your users search your website </li></ul><ul><li> </li></ul><ul><li>Google Conversion University </li></ul><ul><li>- Watch presentations on how to use all features of Google Analytics </li></ul><ul><li> </li></ul><ul><li>Google Website Optimizer </li></ul><ul><li>Free A/B and Multivariate webpage testing </li></ul><ul><li> </li></ul>
    48. 48. Call Tracking <ul><li>Visitors don’t always fill out lead forms, some prefer to call </li></ul><ul><ul><li>Result: Advertising campaigns not properly credited </li></ul></ul><ul><li>What Does Call Tracking Do? </li></ul><ul><li>Replaces phone number on website based on referral source (SEO, PPC) </li></ul><ul><li>Revised number remains for 30 days </li></ul><ul><li>Campaign specific phone numbers can also be created for use with E-mail and TV </li></ul><ul><li>Benefits: </li></ul><ul><li>Easily tie revenue to a specific campaign </li></ul><ul><li>View number of calls per campaign/source, </li></ul><ul><li>call duration, and even record calls </li></ul>
    49. 49. Online Video Fathom SEO’s Online Video Offerings On-Site Video Implementation Methods SEO and Usability Video Promotion The Future of Online Video
    50. 50. Fathom SEO’s Video Offerings <ul><li>Full-Scale Video Production- </li></ul><ul><ul><li>Pre-Production - Concept, scripting, storyboarding, shoot planning </li></ul></ul><ul><ul><li>Production – Filming </li></ul></ul><ul><ul><li>Post-Production – Editing, standard graphics, motion graphics, audio cleanup, compression and output. </li></ul></ul><ul><li>Video Implementation – The actual implementation of completed videos on the client site </li></ul><ul><ul><li>Resources Sections </li></ul></ul><ul><ul><li>Video Landing Pages </li></ul></ul><ul><li>Video Distribution & Promotion- Offsite distribution of client videos, either produced by us or previously produced by them. Video SEO falls into this category. </li></ul><ul><li>Video Tracking & Analysis – After distribution, collecting and reviewing data to help guide our future efforts, assist in the future production of effective videos, and report data to the client. </li></ul>
    51. 51. Online Video Statistics <ul><li>Video Viewer Statistics </li></ul><ul><ul><li>173 Million U.S. Internet Users watched online videos in January 2010 </li></ul></ul><ul><ul><ul><li>YouTube viewers watched 93 videos on average in January 2010 </li></ul></ul></ul><ul><ul><ul><ul><li>This number is up 50% from one year ago </li></ul></ul></ul></ul><ul><ul><ul><li>The next closest site in terms of videos per viewer was Hulu with 23.5 </li></ul></ul></ul><ul><ul><li>Unique U.S. Online Video Viewers increased 10.5% compared to February 2009 </li></ul></ul><ul><li>Videos Viewed Statistics (January 2010) </li></ul><ul><ul><li>U.S. Internet Users watched 32.4 billion videos in January </li></ul></ul><ul><ul><ul><li>12.8 billion of those videos (almost 40%) were watched on Google Sites </li></ul></ul></ul><ul><ul><ul><ul><li>YouTube was 99% of these Google Site views </li></ul></ul></ul></ul><ul><ul><ul><li>The next closest site was Hulu with .9 Billion (less than 3%) </li></ul></ul></ul><ul><ul><ul><li>Microsoft’s Sites and Yahoo’s Sites were next with .49 Billion (1.5%) and .43 Billion (1.3%) respectively. </li></ul></ul></ul>1 Video statistics from TubeMogul
    52. 52. Online Video Statistics <ul><li>Search Engine Statistics (February 2010) </li></ul><ul><ul><li>Google Sites had nearly 13.5 Billion Search Queries </li></ul></ul><ul><ul><ul><li>Standard Google accounted for just over 9.9 Billion of those Queries </li></ul></ul></ul><ul><ul><ul><li>YouTube accounted for the majority of the other 3.5 Billion </li></ul></ul></ul><ul><ul><li>Yahoo’s Sites (the next closest in queries) had 2.5 Billion Searches </li></ul></ul><ul><li>Video Discovery </li></ul><ul><ul><li>44.24% of viewers find an online video through standalone websites, blogs, and other similar sites. </li></ul></ul><ul><ul><li>45.13% of viewers find an online video through a video site. </li></ul></ul>1 Video statistics from TubeMogul
    53. 53. On-Site Video Implementation Custom Video Player
    54. 54. On-Site Video Implementation Custom Video Player <ul><li>Advantages </li></ul><ul><ul><li>Branding – Client colors and logos can easily be integrated </li></ul></ul><ul><ul><li>In-Player Form Capability </li></ul></ul><ul><ul><li>Control – This method allows for much deeper control of video file size and quality, factors that can contribute to playback and viewer engagement </li></ul></ul><ul><ul><li>Strong Statistics – Our custom player integrates with In-Play tracking for stronger data </li></ul></ul><ul><ul><li>Ability to place the transcript of the video directly in the embed code for added SEO benefit </li></ul></ul><ul><ul><li>Ability to embed on other sites with relative ease </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>No contribution to YouTube views </li></ul></ul><ul><ul><li>No Google Video Search integration without a video sitemap </li></ul></ul><ul><ul><li>Requires hosting of some kind for the video file itself </li></ul></ul>
    55. 55. On-Site Video Implementation Embeddable YouTube Player
    56. 56. On-Site Video Implementation Embeddable YouTube Player <ul><li>Advantages </li></ul><ul><ul><li>No Hosting Needed – YouTube’s servers hold your videos </li></ul></ul><ul><ul><li>View Count - Views on this embedded player contribute to your YouTube video views, which helps with YouTube popularity. </li></ul></ul><ul><ul><li>Google Video Search – YouTube videos are automatically video-search-ready (however, the actual video on the client’s site will not be in these results without a video sitemap) </li></ul></ul><ul><ul><li>Extremely easy to embed your video on multiple sites </li></ul></ul><ul><ul><ul><li>Also easily embedded on social networking sites </li></ul></ul></ul><ul><ul><li>When others rate your video using YouTube’s rating system, it will help you video in the YouTube search results </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Less customizable </li></ul></ul><ul><ul><li>No control over file sizes and quality </li></ul></ul><ul><ul><li>No in-player form capability </li></ul></ul><ul><ul><li>Without tweaks to the embed code, undesired elements can be included. </li></ul></ul>
    57. 57. On-Site Video Implementation “Standard” Video Player
    58. 58. On-Site Video Implementation “Standard” Video Player <ul><li>Advantages </li></ul><ul><ul><li>Control – This method allows for control of video file size and quality, factors that can contribute to playback and viewer engagement </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Requires hosting of some kind for the video file itself </li></ul></ul><ul><ul><li>No control over branding </li></ul></ul><ul><ul><li>No in-player form capability </li></ul></ul><ul><ul><li>No tracking </li></ul></ul><ul><ul><li>Not embeddable on other sites </li></ul></ul><ul><ul><li>No Google Video Search integration without a video sitemap </li></ul></ul>
    59. 59. Usability, SEO, and Online Video How Video Supports SEO Strategy <ul><li>Keywords </li></ul><ul><ul><li>Videos support the text content on the page </li></ul></ul><ul><ul><li>Videos assist in further educating the user beyond the on-page content </li></ul></ul><ul><ul><li>Videos can also serve as a way to reach and educate viewers who absorb spoken and visual information more easily than written content. </li></ul></ul><ul><ul><li>Effective Videos can convey information more quickly than written content </li></ul></ul><ul><ul><li>All of these points lead to more qualified leads </li></ul></ul>
    60. 60. Usability, SEO, and Online Video How Video Supports SEO Strategy <ul><li>Conversions - On-Site videos can also be used to increase the conversion rate on a page </li></ul><ul><ul><ul><li>On-Page Forms </li></ul></ul></ul><ul><ul><ul><ul><li>Advantages </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Further control over placement on the page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sits above the fold along-side the video, therefore always on screen </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>More customizable in terms of layout and length </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Disadvantages </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Adds an additional page element that can contribute to clutter </li></ul></ul></ul></ul></ul><ul><ul><ul><li>In-Video Forms </li></ul></ul></ul><ul><ul><ul><ul><li>Advantages </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>No extra page space </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Can be popped up or down at will </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Conversion occurs without taking the viewer away from the video </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Disadvantages </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Requires a custom player </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>This method must be brought to the attention of the viewer </li></ul></ul></ul></ul></ul>
    61. 61. Usability, SEO, and Online Video On Page Forms
    62. 62. Usability, SEO, and Online Video In Video Forms
    63. 63. Usability, SEO, and Online Video Pointers for the Optimal Video <ul><li>Graphic Layout - Much like with print or web design, people’s eyes tend to read text content in a video in an “F” pattern. </li></ul><ul><li>Video Length – Video viewership falls off more the longer the video runs. </li></ul><ul><ul><li>Your video should convey information in a concise and engaging way to keep your viewers’ attention </li></ul></ul><ul><ul><li>Don’t waste time getting to the important information. </li></ul></ul><ul><ul><ul><li>Most videos steadily lose viewers once the play button is clicked. </li></ul></ul></ul><ul><ul><ul><li>Over 10% of viewers on average click away after 10 seconds 1 </li></ul></ul></ul><ul><ul><ul><li>Almost 55% of viewers click away from the video after 1 minute! 1 </li></ul></ul></ul><ul><ul><ul><li>These number are increasing as online video gets more prevalent, but the conclusion is clear. Keep it short! </li></ul></ul></ul>1 Video viewership statistics from TubeMogul
    64. 64. Usability, SEO, and Online Video Pointers for the Optimal Video 1 Video viewership statistics from TubeMogul
    65. 65. Video Promotion for SEO On-Site <ul><li>Video Sitemap </li></ul><ul><ul><li>Much like the XML sitemap used to present the pages of a site to the search engines, an XML sitemap exists specifically for videos </li></ul></ul><ul><ul><li>This sitemap lists out all of the videos, their locations, a description, keywords, a thumbnail image, etc </li></ul></ul><ul><ul><li>Proper use of this sitemap helps the search engines place your videos in the results </li></ul></ul><ul><ul><li>Tool: Video Sitemap Pro ( ) </li></ul></ul><ul><li>Script in the Embed Code </li></ul><ul><ul><li>Alongside the video sitemap, having the transcript of the video in the embed code allows the search engines to “read” the text of your videos and help with keyword strengthening. </li></ul></ul>
    66. 66. Video Promotion for SEO Video Sitemap
    67. 67. Video Promotion for SEO Google Video Search for a Site with a Video Sitemap
    68. 68. Video Promotion for SEO Google Video Search with Optimization
    69. 69. Video Promotion for SEO Off-Site <ul><li>Video Portals </li></ul><ul><ul><li>YouTube, MetaCafe, DailyMotion, Yahoo Video, Vimeo, etc… </li></ul></ul><ul><ul><li>In addition to this standard list, there are many other niche portals for specific topics that can be used for distribution </li></ul></ul><ul><li>Script in the Video Descriptions </li></ul><ul><ul><li>Having the transcript of the video in the description on the portals can help the search engines to “read” the text of your videos and help with keyword strengthening and proper placement in the results </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Call attention to the new video with a short, keyword rich description </li></ul></ul><ul><ul><li>Can be used for the promotion of offsite videos as well as on-site videos </li></ul></ul><ul><li>Press Releases </li></ul><ul><ul><li>Call attention to a video that ties in to your announcement by using it in the online distribution of your Press Release through sites like PR Web </li></ul></ul><ul><li>And More… </li></ul><ul><ul><li>Blog Posts, Industry Forums, Other Industry Sites, Etc… </li></ul></ul>
    70. 70. Video Promotion for SEO The Future <ul><li>Google Audio Indexing (Gaudi) </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Currently in Google’s Labs </li></ul></ul><ul><ul><li>Only in use for political videos at the moment </li></ul></ul><ul><ul><li>Without text to read, Google will soon be able to directly index the spoken audio in videos and use that information to place them in the search engines. </li></ul></ul><ul><ul><li>This highlights the importance of quality. </li></ul></ul>
    71. 71. Questions? Presentation available for download at: