Video Search Engine Optimization (VSEO)


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Presentation decribing the overall state of video search as well as some video search engine optimization (vseo) techniques to help position you video higher in video search engines like YouTube.

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Video Search Engine Optimization (VSEO)

  1. 1. Video Search Brent Nau Sr Internet Marketer Sales & Marketing Technologies
  2. 2. Video Usage <ul><li>Online video search accounted for 1.09% of all U.S. Internet visits in March 2008 1 </li></ul><ul><li>U.S. Internet users viewed 11.5 Billion online videos during March 2008 2 </li></ul><ul><li>Amount of time spent on the video websites increased 7% 1 </li></ul>Source: 1 Hitwise, April 2008; 2 comScore, May 2008
  3. 3. Video Usage <ul><li>Average online video duration was 2.8 minutes </li></ul><ul><li>Average viewer watched 235 minutes of video </li></ul>Source: 1 comScore, May 2008
  4. 4. U.S. Online Video Viewers As A Percent of Internet Users, 2008 -2011 Source: eMarketer, August 2007
  5. 5. Video Usage <ul><li>eMarketer projects that the number of online video viewers in U.S. will rise to 183 million in 2011 1 </li></ul><ul><li>73.7% of the total U.S. Internet audience viewed online video 2 </li></ul>Source: 1 eMarketer, August 2007 2 comScore, May 2008
  6. 6. Click Patterns <ul><li>68% of users click a result within the first page </li></ul><ul><li>92% of users click a result within the first three pages </li></ul>Source: iProspect Blended Search Results Study, April 2008
  7. 7. Click Patterns <ul><li>49% of users change their search term and/or search engine after reviewing the first page of results </li></ul><ul><li>91% do so if they do not find what they seek in the first three pages. </li></ul>Source: iProspect Blended Search Results Study, April 2008
  8. 8. Click Patterns <ul><li>39% of users believe that the companies whose websites are returned among the top search results are the… </li></ul><ul><li>leaders in their field </li></ul>Source: iProspect Blended Search Results Study, April 2008
  9. 9. What is Universal Search? <ul><li>Also known as Blended Search </li></ul><ul><li>Blends listings from local, images, video, news, blogs </li></ul><ul><li>Introduced </li></ul><ul><ul><li>Google May 2007 </li></ul></ul><ul><ul><li>MSN July 2007 </li></ul></ul><ul><ul><li>Yahoo October 2007 </li></ul></ul>
  10. 13. Universal / Blended Search <ul><li>Video represented 20% of the organic listings on the first page </li></ul><ul><li>17% of users click on video results within blended search results, compared with only 10% who clicked a specific video listing after conducting a video-specific search. </li></ul>Source: / iProspect
  11. 14. 1 st Generation Video Search Engines <ul><li>Metadata </li></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Transcript </li></ul></ul><ul><li>Web Page Text </li></ul><ul><li>Example: YouTube </li></ul>
  12. 15. 2 nd Generation Video Search Engines <ul><li>Metadata </li></ul><ul><li>Speech Recognition </li></ul><ul><li>Visual Analysis and Recognition </li></ul><ul><li>Video Optical Character Recognition </li></ul><ul><li>Example: Blinkx </li></ul>
  13. 16. How Can My Company Use Video? <ul><li>Client Testimonials </li></ul><ul><li>Ecommerce </li></ul><ul><ul><li>Make it newsworthy </li></ul></ul><ul><ul><li>Showcase anticipated uses of product </li></ul></ul><ul><li>Entertaining commercials </li></ul><ul><li>Pay-Per-View (Training / Education) </li></ul><ul><li>News </li></ul><ul><li>Manufacturing Process </li></ul>
  14. 17. Why Include Video in Your Marketing Mix <ul><li>Allows you to communicate a message on multiple levels – visual, spoken, visual text </li></ul><ul><li>Reach a huge audience with minimal investment </li></ul><ul><li>Land Grab – Huge Opportunity </li></ul><ul><li>Video will surpass text search </li></ul><ul><li>Video Search is FREE </li></ul>
  15. 18. Video Search Engine Optimization <ul><li>Optimizing your video to be found under keywords related to a particular search </li></ul><ul><li>Also known as Video SEO or VSEO </li></ul>
  16. 19. Video SEO Best Practices <ul><li>Have one video per page </li></ul><ul><li>Surround video with text about the video content </li></ul><ul><li>Optimize title and description </li></ul>
  17. 20. Video SEO Best Practices <ul><li>Use a descriptive file name </li></ul><ul><ul><li>manufacturing-process-of-wooden-horse.wmv </li></ul></ul><ul><li>Use a descriptive URL path </li></ul><ul><ul><li> </li></ul></ul>
  18. 21. Video SEO Best Practices <ul><li>Watermark lower right hand corner for branding </li></ul><ul><li>Last frame, provide call to action </li></ul><ul><li>Optimize the spoken word </li></ul><ul><li>Include keywords in subtitles </li></ul>
  19. 22. Video SEO Best Practices <ul><li>Make good use of the thumbnail, first and last frame </li></ul><ul><li>Submit to as many video search engines as possible </li></ul><ul><ul><li> </li></ul></ul>
  20. 23. Top 5 Online Video Websites <ul><li>YouTube </li></ul><ul><ul><li>73.18% </li></ul></ul><ul><li>MySpaceTV </li></ul><ul><ul><li>9.21% </li></ul></ul><ul><li>Google Video </li></ul><ul><ul><li>4.06% </li></ul></ul><ul><li>Yahoo! Video </li></ul><ul><ul><li>2.16% </li></ul></ul><ul><li> </li></ul><ul><ul><li>1.82% </li></ul></ul>
  21. 24. Thank You