25 Steps to
Video Search
Domination
Who Cares?
Up, Up, Up
Search, Watch, Act
• 38%	
  of	
  online	
  users	
  
find	
  video	
  via	
  search
• Search	
  is	
  the	
  #1	
  
referr...
Forrester	
  Research:	
  The	
  Easiest	
  Way	
  to	
  a	
  First-­‐Page	
  Ranking	
  on	
  Google,	
  January	
  2009
...
1. Create Compelling
Content
Merry	
  Xmas	
  from	
  BMW Sears	
  Shop	
  Your	
  Way	
  Commercial
2. Save Your Money
3. Go Short
19.4%Abandon	
  a(er	
  10	
  seconds
44.1%Abandon	
  a(er	
  60	
  seconds
h?p://www.nyDmes.com/2010/10/11/bu...
4. Create Thumbnails
That Get Attention
Use the thumbnail_loc & media:thumbnail tags to control thumbnail display
5. Optimize Your Titles
6. And Your Descriptions
7. Nail the End Slate
8. Make an Offer
9. Make it Easy to Share
*	
  Sharethrough	
  data
Videos with
social media
options get
20% more
traffic*
10. Add Video to Your
Site
• Video	
  is	
  a	
  natural	
  link	
  builder	
  and	
  back	
  links	
  help	
  build	
  
r...
11. Get the Basics Right
• Titles
• Descrip6ons
• Keywords
• Tags
• File	
  names
• Surrounding	
  copy,	
  6tles,	
  link...
12. Add Transcripts
13. Put Video On Pages
That Convert
14. Use Video Sitemaps
h"p://bit.ly/reel-­‐sitemaps
h"p://www.google.com/videositemaps/
15. Put it on Facebook
http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Onlin...
16. And Everywhere Else
17. Tweet It
18. Keep ‘em Watching
19. Get Subscribers
20. Comment, Comment,
Comment
21. Track and Learn
22. Be What People Are
Looking For
23. Maximize Benefits of
Sharing
24. Drive Views with
Promoted Videos
25. Put it All Together
Great	
  Content
SEO	
  Fundamentals
Build	
  Audience
Evolve
Find Me
• Pmorganbrown.com
• @morganb
• If	
  you	
  want	
  an	
  early-­‐access	
  invite	
  to	
  
ScoreBig	
  find	
  m...
25 Steps to Video Search Domination
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25 Steps to Video Search Domination

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25 tips to optimize your online videos for the search engines. Also known as video search engine optimization or VSEO. Given at Pubcon Las Vegas 2010.

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25 Steps to Video Search Domination

  1. 1. 25 Steps to Video Search Domination
  2. 2. Who Cares?
  3. 3. Up, Up, Up
  4. 4. Search, Watch, Act • 38%  of  online  users   find  video  via  search • Search  is  the  #1   referrer  to  web  videos ComScore,  TubeMogul  9/2010
  5. 5. Forrester  Research:  The  Easiest  Way  to  a  First-­‐Page  Ranking  on  Google,  January  2009 A video is 50 times more likely than a text page on the same topic to appear on Google’s first page of search results.
  6. 6. 1. Create Compelling Content Merry  Xmas  from  BMW Sears  Shop  Your  Way  Commercial
  7. 7. 2. Save Your Money
  8. 8. 3. Go Short 19.4%Abandon  a(er  10  seconds 44.1%Abandon  a(er  60  seconds h?p://www.nyDmes.com/2010/10/11/business/11drill.html?_r=2&partner=rss&emc=rss
  9. 9. 4. Create Thumbnails That Get Attention Use the thumbnail_loc & media:thumbnail tags to control thumbnail display
  10. 10. 5. Optimize Your Titles
  11. 11. 6. And Your Descriptions
  12. 12. 7. Nail the End Slate
  13. 13. 8. Make an Offer
  14. 14. 9. Make it Easy to Share *  Sharethrough  data Videos with social media options get 20% more traffic*
  15. 15. 10. Add Video to Your Site • Video  is  a  natural  link  builder  and  back  links  help  build   ranking • Control  associated  page  text  to  opNmize  SEO • Use  Facebook  share  and  RDFa  microformats  to  idenNfy   video  content  for  search  engines • Use  Google  Site  Maps  or  mRSS  for  opNmizaNon  and   discovery  in  Google
  16. 16. 11. Get the Basics Right • Titles • Descrip6ons • Keywords • Tags • File  names • Surrounding  copy,  6tles,  links • Valid  video  site  maps,  complete  aCribute   defini6on
  17. 17. 12. Add Transcripts
  18. 18. 13. Put Video On Pages That Convert
  19. 19. 14. Use Video Sitemaps h"p://bit.ly/reel-­‐sitemaps h"p://www.google.com/videositemaps/
  20. 20. 15. Put it on Facebook http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Online_Video_Rankings
  21. 21. 16. And Everywhere Else
  22. 22. 17. Tweet It
  23. 23. 18. Keep ‘em Watching
  24. 24. 19. Get Subscribers
  25. 25. 20. Comment, Comment, Comment
  26. 26. 21. Track and Learn
  27. 27. 22. Be What People Are Looking For
  28. 28. 23. Maximize Benefits of Sharing
  29. 29. 24. Drive Views with Promoted Videos
  30. 30. 25. Put it All Together Great  Content SEO  Fundamentals Build  Audience Evolve
  31. 31. Find Me • Pmorganbrown.com • @morganb • If  you  want  an  early-­‐access  invite  to   ScoreBig  find  me  aerwards  :)
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