Dave holland streaming media europe oct 2011
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Dave holland streaming media europe oct 2011

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If You Publish It, ...

If You Publish It,
Will They Come?
You can have the most compelling content in the
world, but if people aren’t aware of it and can’t
find it easily, it won’t make any difference. From
search engine optimisation and metadata to
social media marketing, there are myriad
strategies for getting your content in front of as
many people as possible. This session examines
the art and science of getting your videos seen.
Presenter:
Dave Holland, Co-Founder and CEO,
Smart Video SEO & vidmeup, UK

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Dave holland streaming media europe oct 2011 Dave holland streaming media europe oct 2011 Presentation Transcript

  • Friday, October 21, 2011
  • IF YOU PUBLISH IT, WILL THEY COME? The principles of best practice VIDEO SEO (VSEO) Dave Holland, Co-Founder and CEO: smart-video.tv - the automated online video indexing tool vidmeup.com - everything you need to create your own branded videosite for free © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • WHAT WILL WE COVER TODAY? • Overview - What is VSEO and why is it important? • YouTube • Non YT video in • Social - Facebook / Twitter / LinkedIn • Other options available •Q&A © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • ASSUMPTIONS • Compelling video content: © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • ASSUMPTIONS • An integrated online video marketing strategy • Quality online video hosting and VOD services • You have professional understanding of basic SEO best practices • You have a budget and know your KPIs © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OVERVIEW Video SEO is: • Enabling the search engines (inc. Youtube - 2nd largest* - 54% of all users) to easily find and deliver your videos for searches looking for relevant content. * Comscore • Itʼs driven by key search phrases. © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OVERVIEW of VSEO On YouTube On your site •Awareness •Interest and conversion •Viral sharing •Engagement and action •Mixed brand voice •Single brand voice •Limited customisation •Complete creative control •Basic anaylitics •Full analytics © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OVERVIEW of VSEO What it isnt: • Tricking or Manipulating the search engines • No short cuts • No black art techniques • Relevant content is KING © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • Content is King © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • The video SEO advantage © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • WHY IS VIDEO SEO IMPORTANT? Recent poll of 400 US Senior Marketing Execs* 67% identified online video as a primary focus of their digital marketing campaigns and budgets More than 50% are also planning the launch of an online video project • 71% Brand awareness • 47% Lead generation • 44% Customer engagement • 41% Customer conversion * Permission TV © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OPTIMISING FOR YouTube © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OPTIMISING FOR YouTube © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OPTIMISING FOR YouTube The general consensus is that the following will influence search results in YouTube • title (must contain the search key words) • description (ditto) • tags (ditto) • views (Viral?) • ratings (How many and how many stars) • playlist additions • flagging (Negative effect?) © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OPTIMISING FOR YouTube The general consensus is that the following will influence search results in YouTube cont... • embeds ( How many and on sites that are ranked?) • shares (social and bookmark sites) • comments (positive and negative?) • age of video (Had time to build up links) • channel views (How many videos? Does it matter?) • subscribers (Very important) • favourited © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OPTIMISING FOR YouTube The general consensus is that the following will influence search results in YouTube cont.. • inbound links (links from outside of YouTube pointing to your videos) • Social Media Engagement (FB likes / Google+ / Tweets / re-tweets) • Hot topic ( Current news) • Google searches (Was the video found there and clicked on) © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • COMPARE THE IMPACT OF YouTube KPIs Video 1 Video 2 Video 3 25000 600 20000 3000 18750 450 15000 2250 12500 300 10000 1500 6250 150 5000 750 0 0 0 0 Views Favourited Channel Views Subscribers © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • NON-YouTube HOSTED VIDEOS IN GOOGLE Google displays video in 3 key ways: • Google video search © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • NON - YouTube HOSTED VIDEOS IN GOOGLE • Google web search - ONE BOX display - IN-LINE display © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • WHY VIDEO IN GOOGLE SEARCH? • Search is still the leading discovery paradigm for finding web content • 38%+ of all users use Google to find video (Jupiter) - Video Search • 40% + of video views directly from Google key word searches* • Google vertical search properties in Universal SERPs inc. Video • 38% of users were served video results** * Tube Mogul / **Comscore © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • GETTING YOUR VIDEO INTO GOOGLES VIDEO INDEX • Website video SEO - video dedicated URL • Youtube embedded videos - not indexed with your URL • Google does not host videos (unlike Youtube) • Only videos in the Index will appear in Universal SERPs • Google finds videos in several ways prefers - Video Site Maps / mRSS feeds © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • GETTING YOUR VIDEO INTO GOOGLES VIDEO INDEX • To see if your video has been indexed go to Google Video Search and type in - site:mysite.com To see if it has been indexed via a site map or outgoing rss feed add the extension: ?&output=rss © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • INDEXING IS NOT RANKING • PageRank - link analysis algorithm, after Larry Page (E.g. cnn.com 10/10, Yahoo.com 9/10, smart-video.tv 4/10) • Google algorithm has multiple other factors that may influence a visible thumbnail and position of listing: • Brand recognition / Popularity / Social Links • Localilty / Search habits / Relevance © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • INDEXING IS NOT RANKING • Not to be confused with SERPs (Search Engine Results Pages) - the position of your link in the displayed results for a chosen search term. Google algorithm has multiple other factors that will influence a video result and possibly includes: • Brand recognition • Location of the searcher • Search habits • Popularity of the video - clicks, rated, shared via Digg, Stumble Upon • Links from Social Network References • Relevance of the subject © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • GOOGLE WEBMASTER TOOLS © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • GOOGLE WEBMASTER TOOLS • Submit and check a sitemap • Check and set the crawl rate, and view statistics about how Googlebot accesses a particular site/page • Generate and check a robots.txt file. It also helps to discover pages that are blocked in robots.txt by chance. • List internal and external pages that link to the site • See what keyword searches on Google led to the site/page being listed in the SERPs and the click through rates of such listings • View statistics about how Google indexes the site/page, and if it found any errors while doing it © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • GOOGLE WEBMASTER TOOLS • Set a preferred domain (e.g. prefer example.com over www.example.com or vice versa), which determines how the site URL is displayed in SERPs • Google Analytics - Shows total traffic of a website such as clicks to your site regardless of where they came from and what search terms were used. © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • VIDEO SITE MAPS • Multiple fields - better control over information in the Index • Google bot can find the video page - bot must have access - publicly available - no HTTP authentication • Submit the video via Google Webmaster tools - Then can be verified and indexed (To prove ownership of video pages - only need to verify the root domain) • Google also recommends mRSS feeds © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • VIDEO SITE MAPS © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • VIDEO SITE MAPS Required Elements • Title - same as page (Buzz terms - Watch, Howto, View, Video, See Tutorial) • Description - same as page (contain all your key words with the correct intensity) • Play Page - must have robots.txt - must have file set for User-agent Googglebot" & all the content that renders the page must be accessible • Only works on a sub-domain www.mysite.com/about • Thumbnail - give URL -160 x 120 pixels © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • VIDEO SITE MAPS Required Elements cont.. • Player location (e.g. flv file - Raw Data - used for meta data (duration / resolution) -will effect position or content location (URL - must be unique) • Some video files are not supported: .qvt / rtmp / • Supports: .flv, mp4, mpeg, wmv, m4v. mpg, asf • Required tags needed per video: <loc> , <video:title>, <video:description> , <video:thumbnail> , <video:player_loc> or <video:content_loc> • Also recommends - duration - (user filtering) © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • VIDEO SITE MAPS Required Elements cont.. • Expiration - is it still available - right format = YYYY-MM- DD - and if expired return a status - code 404 (will tell Google to remove the content and not penalize) • Regional restrict - geo-rights restrictions • Player Some helpful tools • sitemapdoc.com • smart-video.tv © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OPTIMISING FOR SOCIAL • Enable social sharing buttons in your player (during and at completion) • Enable embed codes for sharing that play in Facebook • Create social sharing templates • Embed clickable calls to action • Review Performance Good Social SEO leads back to Google © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011
  • OTHER OPTIONS / CONSIDERATIONS • Mobile - HTML5 • Video Sharing Sites • Own branded videosite - own domain / member uploads - © Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.comFriday, October 21, 2011