1. international
video
optimization
massimo burgio
global search interactive
www.globalsearchinteractive.net
international search summit /
localization world 2010 SEMPO board of directors
www.sempo.org
berlin june 7, 2010

2. from SEO to SMO in 12 steps
SEO
detox +
clinic

3. +
SEO DETOX clinic: a 12-step program
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)
7 - share what you own (RSS)
8 - share what you know (social search)
9 - share what you like (social bookmarking)
10 - other people’s content is good too (embed)
11 - do not buy links, generate them
12 - ranking on Technorati is good as ranking on Google

4. video SEO: definition
“Simply put, video SEO is the art
and science of ensuring that
your video content attracts as
much traffic as possible.”
-- Blinkx

5. international video SEO = localized video SEO
“As for regular website SEO, if
your target audience is in
multiple countries and you want
to deploy a video strategy, you
need to localize your SEO efforts,
optimizing your videos for each
country and language – with
some exceptions.”
-- Massimo Burgio

6. video optimization enablers

7. 38% of users get videos in SERPS

8. 38% of users get videos in SERPS

9. new google features: video search

10. universal search: eye tracking
eye-tracking on google serp BEFORE eye-tracking on google serp AFTER
universal search universal search

11. universal search study (germany)

12. universal search study (germany)

13. after all, video is better than porn

14. video optimization: opportunity or strategy?
• videos create user interest and interaction, buzz, inbound
links, traffic and SERP rankings
• great opportunity to show up for organic results in blended /
universal search
• simplified search algorithms on video sharing sites and video
search engines
• posting on video sharing sites leverages a larger audience and
the viral potential of social sharing, besides of established
authority of video sites
• when posted to multiple video sites, opportunity to appear
multiple times in SERPs

15. online videos: hosted or posted?
ON SITE VIDEO HOSTING 3RD PARTIES VIDEO HOSTING
• control on video content and • automatic encoding
SEO strategy
• marketing to a larger “captive
• control meta tags and encoded audience”
video meta information
• simplified search algorithm
• search engine targeting through
SEO techniques • drives traffic but creates
competitor pages on SERPS
• bandwidth + disk space costs
• time/material investment to
encode videos, create web pages
and optimize assets
• video encoding software cost +
complexity

16. online videos: hosted or posted?
VIDEO HOSTED ON SITE
• Encode videos in several formats and for high-bandwidth, but
always give a low bandwidth option
• Popular formats: MPEG, QuickTime, Real, Windows Media, Divx
• Use relevant keywords for both video files and directories
• Encode video with rich metadata. Use Keyword research tools
• Optimize the web page hosting the video (including text content
and transcriptions, and anchor texts to video content)
• Simplify URLs and directory tree. Put the video directory off root if
possible. Include a link to video page in footer/sitemap
• Create video RSS feeds (MRSS) and video sitemaps
• Submit as much videos as possible and relative sitemaps/rss

17. online videos: hosted or posted?
THIRD PARTIES VIDEO HOSTING - POSTING
• Encode videos with the best possible quality accepted by video
sharing sites
• Use watermarks and opening/closing titles to protect assets and
branding effect – Creative Commons maximize distribution
• Optimize video submission using good (keyword-rich) titles,
descriptions, tags, geo-targeting, links and, if possible, a full text
transcription of the video and closed captions / subtitles
• Develop a solid link building strategy. Anchor texts are (still)
important to Google
• Allow download, share, embed, comments, replies… all social
features maximize distribution

18. 2 generations of video sharing sites / engines
VIDEO SHARING SITES VIDEO SEARCH ENGINES
• YouTube • YouTube
• MySpace Videos • Google Video
• Yahoo! Video • Google Universal Search
• AOL Video • Yahoo! Video Search
(SingingFish / Motionbox) • Blinkx.com
• DailyMotion • Daggle.com
• Metacafe • Searchforvideo.com
• Veoh • Revver.com
• Blip.tv • Metacafe.com
• Imeen • Brightcove.com
• ... • ...

19. online videos: 10 video SEO tips (nothing new)
1 - Content is king, make it relevant and interesting
2 - Title: make it catchy and keyword-rich
3 - Video formats: different formats available (file type, size)
4 - Use optimized tags and thumbnails
5 - Video length: Internet-wise timing
6 - Keyword-rich localized descriptions / transcriptions
7 – Include URLs at the beginning of description
8 - Share it: allow rating, responses, embed, download,
share/send to friends
9 - Distribute it: adopt RSS/ MRSS feeds, video sitemaps and
social bookmarking
10 – Localize your video: replicate content in multiple languages
or replicate video with subtitles + create local video site

20. online videos: 10 upload SEO tips
1 - Make sure video tags are relevant to the video content
2 - Be generous with tags, and adopt keywords variations
3 - Match video title and description with top tags / keywords
4 - Have one common tag for all your videos (related videos)
5 - Don’t use natural language and conjunctions in video title
6 – Choose clear, appealing, creative and HD thumbnails
7 – Use one video channel per language, and optimize it
8 – Try to make it to the “Most view” or “Most discussed” tabs
9 – Generate more views by changing Title and Headline
10 - Try the new features: inclusions and annotations

21. social media power: let your videos go
• Create buzz, this is what social media is about
• Be creative and sexy – like advertising is supposed to be
• Take advantage of multiple uploads tools like TubeMogul or
TrafficGeyser
• Promote your videos in forums, blogs and social networks
• Take in consideration Social Bookmarking (del.ici.us, Digg,
StumbleUpon)
• Include well defined calls to action, and a tracking analysis
• Spread it by “telling your friends” (a lot of them)
• Be interesting: social networking is about linking – and linking
is about relevance!

22. e-shelf strategy tools: tubemogul

23. video analytics by tubemogul

24. leverage the long tail of video

25. leverage the insight of youtube analytics

26. tell search engines about your videos
VIDEO RSS / MRSS VIDEO XML SITEMAPS
• Most video search engines • Google Video XML Sitemaps:
(and iTunes / podcasting) Webmaster Tools / Sitemaps
accept RSS / MRSS feeds
• Include in video sitemaps only
• http://www.blinkx.com/ URLs to video content (web
upload pages with embedded videos,
URLs to video players and raw
• http://search.yahoo.com/ videos hosted on site)
mrss/submit
• Use one unique URL per video
• http://www.reelseo.com/ and include thumbnails URLs
submit-videos-rss-mrss/
• Sitemaps max file size: <10Mb,
video file + thumbnail: <30Mb
• Robots.txt: Allow UserAgent
Googlebot

27. viral video redistribution: RSS at work

28. more video optimization tips from SEOmoz

29. thank you!
danke!
massimo burgio
global search interactive / sempo
www.globalsearchinteractive.net
www.sempo.org
massimo@globalsearchinteractive.net