International Video SEO Optimization ISS Berlin Massimo Burgio

international video optimization massimo burgio global search interactive www.globalsearchinteractive.net international search summit / localization world 2010 SEMPO board of directors www.sempo.org berlin june 7, 2010

from SEO to SMO in 12 steps SEO detox + clinic

+ SEO DETOX clinic: a 12-step program 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if optimized) 7 - share what you own (RSS) 8 - share what you know (social search) 9 - share what you like (social bookmarking) 10 - other people’s content is good too (embed) 11 - do not buy links, generate them 12 - ranking on Technorati is good as ranking on Google

video SEO: definition “Simply put, video SEO is the art and science of ensuring that your video content attracts as much traffic as possible.” -- Blinkx

international video SEO = localized video SEO “As for regular website SEO, if your target audience is in multiple countries and you want to deploy a video strategy, you need to localize your SEO efforts, optimizing your videos for each country and language – with some exceptions.” -- Massimo Burgio

video optimization enablers

38% of users get videos in SERPS

new google features: video search

universal search: eye tracking eye-tracking on google serp BEFORE eye-tracking on google serp AFTER universal search universal search

universal search study (germany)

after all, video is better than porn

video optimization: opportunity or strategy? • videos create user interest and interaction, buzz, inbound links, traffic and SERP rankings • great opportunity to show up for organic results in blended / universal search • simplified search algorithms on video sharing sites and video search engines • posting on video sharing sites leverages a larger audience and the viral potential of social sharing, besides of established authority of video sites • when posted to multiple video sites, opportunity to appear multiple times in SERPs

online videos: hosted or posted? ON SITE VIDEO HOSTING 3RD PARTIES VIDEO HOSTING • control on video content and • automatic encoding SEO strategy • marketing to a larger “captive • control meta tags and encoded audience” video meta information • simplified search algorithm • search engine targeting through SEO techniques • drives traffic but creates competitor pages on SERPS • bandwidth + disk space costs • time/material investment to encode videos, create web pages and optimize assets • video encoding software cost + complexity

online videos: hosted or posted? VIDEO HOSTED ON SITE • Encode videos in several formats and for high-bandwidth, but always give a low bandwidth option • Popular formats: MPEG, QuickTime, Real, Windows Media, Divx • Use relevant keywords for both video files and directories • Encode video with rich metadata. Use Keyword research tools • Optimize the web page hosting the video (including text content and transcriptions, and anchor texts to video content) • Simplify URLs and directory tree. Put the video directory off root if possible. Include a link to video page in footer/sitemap • Create video RSS feeds (MRSS) and video sitemaps • Submit as much videos as possible and relative sitemaps/rss

online videos: hosted or posted? THIRD PARTIES VIDEO HOSTING - POSTING • Encode videos with the best possible quality accepted by video sharing sites • Use watermarks and opening/closing titles to protect assets and branding effect – Creative Commons maximize distribution • Optimize video submission using good (keyword-rich) titles, descriptions, tags, geo-targeting, links and, if possible, a full text transcription of the video and closed captions / subtitles • Develop a solid link building strategy. Anchor texts are (still) important to Google • Allow download, share, embed, comments, replies… all social features maximize distribution

2 generations of video sharing sites / engines VIDEO SHARING SITES VIDEO SEARCH ENGINES • YouTube • YouTube • MySpace Videos • Google Video • Yahoo! Video • Google Universal Search • AOL Video • Yahoo! Video Search (SingingFish / Motionbox) • Blinkx.com • DailyMotion • Daggle.com • Metacafe • Searchforvideo.com • Veoh • Revver.com • Blip.tv • Metacafe.com • Imeen • Brightcove.com • ... • ...

online videos: 10 video SEO tips (nothing new) 1 - Content is king, make it relevant and interesting 2 - Title: make it catchy and keyword-rich 3 - Video formats: different formats available (file type, size) 4 - Use optimized tags and thumbnails 5 - Video length: Internet-wise timing 6 - Keyword-rich localized descriptions / transcriptions 7 – Include URLs at the beginning of description 8 - Share it: allow rating, responses, embed, download, share/send to friends 9 - Distribute it: adopt RSS/ MRSS feeds, video sitemaps and social bookmarking 10 – Localize your video: replicate content in multiple languages or replicate video with subtitles + create local video site

online videos: 10 upload SEO tips 1 - Make sure video tags are relevant to the video content 2 - Be generous with tags, and adopt keywords variations 3 - Match video title and description with top tags / keywords 4 - Have one common tag for all your videos (related videos) 5 - Don’t use natural language and conjunctions in video title 6 – Choose clear, appealing, creative and HD thumbnails 7 – Use one video channel per language, and optimize it 8 – Try to make it to the “Most view” or “Most discussed” tabs 9 – Generate more views by changing Title and Headline 10 - Try the new features: inclusions and annotations

social media power: let your videos go • Create buzz, this is what social media is about • Be creative and sexy – like advertising is supposed to be • Take advantage of multiple uploads tools like TubeMogul or TrafficGeyser • Promote your videos in forums, blogs and social networks • Take in consideration Social Bookmarking (del.ici.us, Digg, StumbleUpon) • Include well defined calls to action, and a tracking analysis • Spread it by “telling your friends” (a lot of them) • Be interesting: social networking is about linking – and linking is about relevance!

e-shelf strategy tools: tubemogul

video analytics by tubemogul

leverage the long tail of video

leverage the insight of youtube analytics

tell search engines about your videos VIDEO RSS / MRSS VIDEO XML SITEMAPS • Most video search engines • Google Video XML Sitemaps: (and iTunes / podcasting) Webmaster Tools / Sitemaps accept RSS / MRSS feeds • Include in video sitemaps only • http://www.blinkx.com/ URLs to video content (web upload pages with embedded videos, URLs to video players and raw • http://search.yahoo.com/ videos hosted on site) mrss/submit • Use one unique URL per video • http://www.reelseo.com/ and include thumbnails URLs submit-videos-rss-mrss/ • Sitemaps max file size: <10Mb, video file + thumbnail: <30Mb • Robots.txt: Allow UserAgent Googlebot

viral video redistribution: RSS at work

more video optimization tips from SEOmoz

thank you! danke! massimo burgio global search interactive / sempo www.globalsearchinteractive.net www.sempo.org massimo@globalsearchinteractive.net

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International Video SEO Optimization ISS Berlin Massimo Burgio

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