Social media week london 2011 - video optimisation


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Social media week london 2011 - video optimisation

  1. 1. <ul><li>Video SEO </li></ul><ul><li>“ Tweaking for engagement and visibility” </li></ul>
  2. 2. <ul><li>Overview </li></ul><ul><li>YouTube and Google similarities </li></ul><ul><li>Metadata – Description </li></ul><ul><li>Title </li></ul><ul><li>Description </li></ul><ul><li>Tags </li></ul><ul><li>Captions </li></ul>
  3. 3. <ul><li>Overview </li></ul><ul><li>Engagement </li></ul><ul><li>Comments, Likes, Dislikes, Faves & Ratings </li></ul><ul><li>Watching Habits </li></ul><ul><li>Related Videos </li></ul><ul><li>Annotations </li></ul><ul><li>Description Links </li></ul><ul><li>Video Responses </li></ul>
  4. 4. YouTube Organic Results & Homepage # 1 # 2 # 3 # 4 # 5 # 6 `
  5. 5. Google Organic Results #2
  6. 6. Driving Views: YouTube Home Page To get on the home page of YouTube you’ll need approx 50k-100k views in the first day ... ... But that is only part of the equation...
  7. 7. <ul><li>#smwldn tips </li></ul><ul><li>Metadata Optimisation </li></ul>
  8. 8. YouTube Metadata Optimisation <ul><li>TITLE </li></ul><ul><ul><li>100 characters max (65 are visible in search results) </li></ul></ul><ul><ul><li>Currently has the most weight of any single item for optimisation </li></ul></ul><ul><ul><li>Represents your video (along with the thumbnail) wherever it appears on YouTube: Search results, related videos, etc. </li></ul></ul><ul><li>#SMWLDN only tip </li></ul><ul><ul><li>Make sure: </li></ul></ul><ul><ul><ul><li>Your core keywords are present </li></ul></ul></ul><ul><ul><ul><li>You keep your phrases together - proximity is important </li></ul></ul></ul><ul><ul><ul><li>Ordering doesn’t appear to be much of a factor </li></ul></ul></ul><ul><ul><ul><li>Using a keyword more than once appears to provide lift </li></ul></ul></ul><ul><ul><ul><li>Your Titles entice users </li></ul></ul></ul><ul><ul><li>Add your Titles into the Description </li></ul></ul><ul><ul><ul><li>An optimised Title will help with optimisation – so use it </li></ul></ul></ul><ul><ul><ul><li>The first ~ 140 char appear in the search results </li></ul></ul></ul><ul><ul><ul><ul><li>searched for keywords will be bolded to users and </li></ul></ul></ul></ul><ul><ul><ul><ul><li>will help draw the searches attention – like in Google results. </li></ul></ul></ul></ul>
  9. 9. YouTube Metadata Optimisation <ul><li>DESCRIPTION </li></ul><ul><ul><li>5,000 characters max – make sure you use it! </li></ul></ul><ul><ul><li>The first 80 characters are displayed by default – take advantage of this </li></ul></ul><ul><ul><li>Not many people utilise this although it’s a MAJOR factor for optimisation. </li></ul></ul><ul><ul><ul><ul><li>Lazy? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Time Constrainsts? </li></ul></ul></ul></ul><ul><li>#SMWLDN only tip </li></ul><ul><ul><li>Two useful ways for utilising the first 80 characters: </li></ul></ul><ul><ul><ul><li>Add link to drive traffic to your website </li></ul></ul></ul><ul><ul><ul><li>Use text with special characters to get searchers to view the full description </li></ul></ul></ul><ul><ul><ul><ul><li>E.g. ----  </li></ul></ul></ul></ul><ul><ul><li>Include detailed info, tips, techniques and transcripts – becomes an “info source” can encourage “likes” and favorites which are crucial. </li></ul></ul><ul><ul><li>SEO Keyword processes are relevant here… e.g. Google Keyword Tool </li></ul></ul><ul><ul><li>Add links to your other videos </li></ul></ul><ul><ul><ul><li>YouTube notices which videos drive views to other videos </li></ul></ul></ul><ul><ul><ul><ul><li>Factor for determining related videos. </li></ul></ul></ul></ul>
  10. 10. Metadata Optimisation <ul><li>TAGS </li></ul><ul><ul><li>120 characters max </li></ul></ul><ul><ul><li>Can consist of words or phrases (use quotes for phrasing) </li></ul></ul><ul><ul><li>Tags are a KEY factor for optimisation </li></ul></ul><ul><li>#SMWLDN only tip </li></ul><ul><ul><li>Tag order isn’t currently a factor. </li></ul></ul><ul><ul><li>Add ALL your targeted keywords. </li></ul></ul><ul><ul><li>Use phrasing (“ “) for the targeted core keywords </li></ul></ul><ul><ul><ul><li>And then break them down into single tags </li></ul></ul></ul><ul><ul><li>Use keyword stems (e.g. bake, baking, baked, bakes) </li></ul></ul><ul><ul><ul><li>YouTube isn’t reliable for this </li></ul></ul></ul><ul><ul><li>Don’t duplicate ! </li></ul></ul><ul><ul><li>Don’t use irrelevant tags ! </li></ul></ul><ul><ul><ul><li>Dislikes + low attention span = a buried video </li></ul></ul></ul>
  11. 11. Metadata Optimisation Tips <ul><li>CAPTIONS </li></ul><ul><ul><li>Indexed by YouTube and Google and have proven to be a ranking signal </li></ul></ul><ul><ul><li>SubViewer (*.SUB) and SubRip (*.SRT) formats are fully supported </li></ul></ul><ul><li>#SMWLDN only tip </li></ul><ul><ul><li>Write scripts before you record </li></ul></ul><ul><ul><ul><li>Optimistion will be more natural </li></ul></ul></ul><ul><ul><ul><li>Keep your keywords in mind </li></ul></ul></ul><ul><ul><li>Don’t force optimisation into the captions. </li></ul></ul><ul><ul><ul><li>Mainly for hearing impaired </li></ul></ul></ul><ul><ul><ul><li>Videos will appear unprofessional if mismatch between spoken word and text on screen </li></ul></ul></ul>
  12. 12. <ul><li>#smwldn tips </li></ul><ul><li>Engagement </li></ul>
  13. 13. YouTube Engagement <ul><li>COMMENTS </li></ul><ul><ul><li>User must be signed into their account </li></ul></ul><ul><ul><li>Each comment counts as an engagement </li></ul></ul><ul><ul><ul><li>Even your own !!! </li></ul></ul></ul><ul><ul><li>Keeps conversations going by </li></ul></ul><ul><ul><ul><li>Users coming back (which increases views). </li></ul></ul></ul><ul><ul><li>Remove overly negative comments. </li></ul></ul><ul><ul><ul><li>Like a garden: if you don’t pull the weeds eventually that’s all you’ll see. </li></ul></ul></ul><ul><ul><ul><li>These affect all engagement. </li></ul></ul></ul><ul><li>LIKES / DISLIKES / FAVES / RATINGS </li></ul><ul><ul><li>You want as many “ likes ” as you can get. </li></ul></ul><ul><ul><li>You want a “like” percentage of 88+% but take it case-by-case with competing videos. </li></ul></ul><ul><ul><li>A “like” has less impact than a “dislike.” Your video has to work harder to make up for a “dislike”. </li></ul></ul><ul><ul><li>Negative arguments in the comments may raise the risk of a “ dislike” . </li></ul></ul>
  14. 14. YouTube Engagement <ul><li>FAVOURTING </li></ul><ul><ul><li>Essentially a bookmark – and is posted on the their YouTube channel </li></ul></ul><ul><ul><li>May have more positive impact than a “ like ” (gathering data). </li></ul></ul><ul><ul><ul><li>Why? The video was so valuable to you that you felt the needed to save it </li></ul></ul></ul><ul><ul><li>NOTE: losing a favorite may have a negative impact. </li></ul></ul><ul><ul><li>By adding detailed info in the description increase chance of gaining favorites. </li></ul></ul><ul><ul><li>Use annotations </li></ul></ul><ul><ul><ul><li>Remind users they can find more info in the description </li></ul></ul></ul><ul><ul><ul><li>Recommend they “bookmark” the video in their favorites. </li></ul></ul></ul>
  15. 15. <ul><li>#smwldn tips </li></ul><ul><li>Watching Habits </li></ul>
  16. 16. Guiding YouTube Watching Habits <ul><li>RELATED VIDEOS </li></ul><ul><ul><li>The more similar your video metadata is to another video the more likely they may wind up related. </li></ul></ul><ul><ul><ul><li>HOWEVER </li></ul></ul></ul><ul><ul><ul><ul><li>Fnd a balance between respecting a video’s topical uniqueness and relating to it. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Consider using similar related tags and series-like titling: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tree House: Choosing location </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tree Houses: Materials, longevity and security </li></ul></ul></ul></ul></ul><ul><li>ANNOTATIONS </li></ul><ul><ul><li>Suggest the next video to watch by using a linked annotation before a video ends. </li></ul></ul><ul><ul><li>ASK for the “like” – if you don’t you may not get one! </li></ul></ul><ul><ul><li>Remind the user to check out the description for a video special promotion code, recipe, instructions, more tips, etc., they may bookmark (favorite) the video. </li></ul></ul>
  17. 17. Guiding YouTube Watching Habits <ul><li>LINKS IN THE DESCRIPTION </li></ul><ul><ul><li>Link to other related videos you have </li></ul></ul><ul><ul><li>Use tracking URLs for each link so you can test how effective they are </li></ul></ul><ul><ul><ul><li>E.g. </li></ul></ul></ul><ul><li>VIDEO RESPONSES </li></ul><ul><ul><li>Feature two of your own videos as responses to a related video of yours that’s getting more views. </li></ul></ul><ul><ul><li>Keep an eye out for 3rd party popular videos as well. </li></ul></ul><ul><ul><ul><li>Keep an eye on “new” videos appearing in search results </li></ul></ul></ul><ul><ul><ul><li>Keep an eye on the most popular, viewed, rated, favourited, videos in your category. </li></ul></ul></ul><ul><ul><ul><li>Cross promote with another YouTuber exchanging relevant video responses. </li></ul></ul></ul>
  18. 18. @LeeSmallwood