Video Optimization


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Video Optimization

  1. 1. General tips and value of videos vs. case studies<br />
  2. 2. Overall View <br />Videos have a strong impact in the online social landscape<br />
  3. 3. Video Search<br /><ul><li>Video Search is found in:
  4. 4. Main engine results
  5. 5. Video-specific search at major engines
  6. 6. Specialized video search engines</li></ul>Video Discovery Methods:<br /><ul><li>Site crawls
  7. 7. Video sitemaps
  8. 8. Uploads to video engines
  9. 9. User shares and submissions of your video
  10. 10. RSS/mRSS feeds</li></li></ul><li>Video Optimization<br />Encoding<br />The video file should be encoded with metadata including keywords, descriptions and titles. You can use window media cleaner to encode your video. The video file name should include the target keyword (use dashes between words) and be a recognized video file format. Google can crawl the following video file types: .mpg, .mpeg, .mp4, .mov, .wmv, .asf, .avi, .ra, .ram, .rm, .flv. All files must be accessible via HTTP. Metafiles that require a download of the source via streaming protocols are not supported.<br /> <br />Site architecture<br />I recommend that video content is grouped together on the server in a subfolder or subdomain. This makes is easier to block indexing of multiple formats as well as to create video sitemaps. If you’re offering multiple formats for your audience, it is important to block search engine indexing of duplicate versions via your robots.txt. <br /> <br />Video length<br />Given the attention span of the audience, most videos should not be longer than 3 minutes. If your video needs to be longer, break it up into smaller pieces and label it accordingly. <br /> <br />Watermarks<br />Commercial content should include a «watermark» to indicate origin. This will help if your video goes viral, and is copied to multiple sites, because it will still carry your branding message and/or site information. The brand and/or URL should also be mentioned in the video content.<br /> <br />Players<br />Please be aware that if your video is displayed on your site in a popup or embedded player it may not be indexed by the search engines. Check the site code to ensure there’s a clean link to the video file. If not, consider use of SWFObject.<br />Sharing Elements:<br />Video sharing sites and on-page tools will contribute to building both links and additional traffic. Adding sharing elements can help the video spread virally. This would include embed scripts that allow users to email or embed the video in a webpage or blog. Displaying the video’s full link makes it possible for a user to submit the video to social <br />
  11. 11. Video Sitemaps<br />What to include in the video sitemap<br />A Video Sitemap should contain only URLs that refer to video content. Video content includes web pages which embed video, URLs to players for video, or the URLs of raw video content hosted on your site. Each video is uniquely identified by its content URL <br />
  12. 12. By Elliott lemenager<br />Reach out to me on Twitter @elemenager or on my blog<br />
  13. 13. On-page Optimization <br />Use a unique URL for each video<br />Use target keyword(s) in the Page title and meta tags of the page where the video is embedded<br />Don’t forget to include the words “video” and “videos” in meta description and meta keyword<br />Use relevant keywords in Page Header and text surrounding the video<br />Create navigation links to your video content, use target keywords in anchor text to the video<br />Create a video sitemap and submit via webmaster tools<br />Consider a text transcript or closed captions for video. Transcripts in a separate file are more effective for SEO than closed captioning embedded in the file.<br />Ensure full video link or embed code is available to users and provide video sharing buttons or scripts to make it easy for users to share your video.<br />Allow users to subscribe to your videos via RSS. Submit RSS video feed (List)<br />
  14. 14. Off-site Optimization/Syndication<br />Tip: Consider a video submission tool such as TubeMogul (free) to streamline syndication. If you want to do it yourself, start with a list of popular video engines. <br />Title<br />Use keywords here. YouTube character limit including spaces is 30.<br /> <br />Optimized Description <br />Prepare an optimized description for the video. Put URL near front of description field in order to drive traffic back to site. <br /> <br />Optimized Tags<br />Use only relevant tags and place strategic keywords first. Check the YouTube Keyword Suggest Tool to find popular keywords. Avoid stop words. Use category terms. Avoid keyword stuffing here.<br /> <br />Select the Correct Category<br />There are many categories listed on the video sharing websites such as fun, sports, movies, travel, pets, children and travel. Choose an available category which best represents the video content and the purpose of its creation. Again consider the YouTube Keyword Suggest Tool when seeking the most popular relevant category.<br /> <br />Consider Closed Captions or Subtitles to Your Video<br />Captioning allows you to provide a text transcript of the video with timecode and caption text. Must be in .SUB or .SRT format. Also see, Third-party captioning services and software.<br />