International Video SEO Optimization ISS Berlin Massimo Burgio

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My presentation on Video SEO Optimization for both search engines and socialmedia networks - from ISS International Search Summit Berlin http://www.internationalsearchsummit.com/berlin.html, part of …

My presentation on Video SEO Optimization for both search engines and socialmedia networks - from ISS International Search Summit Berlin http://www.internationalsearchsummit.com/berlin.html, part of the bigger Localization World Show http://www.localizationworld.com.

For more info, news and presentations on search marketing and social media marketing please visit my Global Search Interactive blog at http://www.globalsearchinteractive.net

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  • 1. 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
  • 2. from SEO to SMO in 12 steps SEO detox + clinic
  • 3. + 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
  • 4. 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
  • 5. 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
  • 6. video optimization enablers
  • 7. 38% of users get videos in SERPS
  • 8. 38% of users get videos in SERPS
  • 9. new google features: video search
  • 10. universal search: eye tracking eye-tracking on google serp BEFORE eye-tracking on google serp AFTER universal search universal search
  • 11. universal search study (germany)
  • 12. universal search study (germany)
  • 13. after all, video is better than porn
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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 •  ... •  ...
  • 19. 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
  • 20. 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
  • 21. 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!
  • 22. e-shelf strategy tools: tubemogul
  • 23. video analytics by tubemogul
  • 24. leverage the long tail of video
  • 25. leverage the insight of youtube analytics
  • 26. 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
  • 27. viral video redistribution: RSS at work
  • 28. more video optimization tips from SEOmoz
  • 29. thank you! danke! massimo burgio global search interactive / sempo www.globalsearchinteractive.net www.sempo.org massimo@globalsearchinteractive.net