The Art (and Science) of Video SEO SEO Meetup October 2011 Andreas Goeldi CTO, Pixability
Pixability: Quick Background • Provides complete soluKons for online video markeKng – ProducKon and online markeKng services – SoLware plaNorm • MIT spin-‐oﬀ headquartered in Cambridge, MA • 500 clients, over 1,000 videos produced • Some of our clients:
Why Video SEO? 1. People are watching more and more videos online. 2. YouTube is now the second-‐largest search engine in the world. 3. Video is not overused (yet) from an SEO perspecKve.
What’s Video SEO? Two possible deﬁniKons: 1. Using video to increase the eﬀecKveness of your tradiKonal SEO. 2. Improve the view numbers on your video markeKng content, e.g. on YouTube. • They both feed into each other.
Where we get our data: Pixability Video Grader www.onlinevideograder.com Measures the effectiveness of video marketing: • Use of video on company website • SEO results • Effectiveness of company YouTube channel • Data from 3000+ marketing channels 8
What to expect: Total Views Per Video Online Video 1.5% 0.2% Grader Result <100 8.8% between 100 and 1000 27.6% between 1000 and 10000 24.1% between 10000 and 100000 between 100,000 and 1,000,000 37.8% >1000000 • 65% of YouTube videos get fewer than 1000 views • Only 1.7% get more than 100,000 views Sample basis: MarkeKng-‐oriented YouTube channels (not private users)
The four steps of video markeKng 1. Create 2. Publish 3. Promote 4. Track Repeat
The Best Video Marketers Produce Many Videos Online Video Average Number of YouTube Videos per Channel Grader Result200 181 180 160 140 120 100 80 60 40 29 20 0 Top QuarKle Boeom QuarKle Source: Pixability Online Video Grader
The Best Video Marketers Produce More Diﬀerent Video Types Online Video Grader Result Average shortest video Average longest video 29s Best Channels 1190s (Top QuarKle) 81s Worst Channels 364s (Boeom QuarKle) Length (seconds) • The most successful YouTube channels use a broader range of video lengths. • This corresponds to a broader range of diﬀerent video types – anything from quick promoKons to long-‐form educaKonal videos. Source: Pixability Online Video Grader
Publish: Where To Put Your Video Your Video “Posting” “Hosting” Public video sharing Dedicated player on your platforms website
PosKng: PlaNorm Market Share • YouTube is by far the dominant plaNorm • Special case: Facebook Source: Compete.com
HosKng Video on Your Website: Professional HosKng Service or YouTube Player? HosGng Service YouTube Player (Brightcove, WisGa, etc.) • Free • More control over player • Views count for YouTube • Beeer analyKcs SEO • Higher video quality • Google video SEO through video sitemaps For best SEO results use both.
Public PlaNorms: What Can You Inﬂuence? “Posted” Videos “Hosted” Videos Public video sharing Dedicated player on your site platforms1. Metadata: Titles, description texts, tags2. Playlists3. Participate in the community4. Paid ads Search Engine5. Conversion elements
Traﬃc Sources for YouTube Videos Online Video Traﬃc source Grader Result 40% 34% 35% 30% 25% 21% 20% 15% 13% 13% 12% 10% 7% 5% 0% Other Embedded External links Search Paid Mobile YouTube player on (incl. social adverKsing pages external site media) Source: Sample of Pixability clients
YouTube Metadata Title Make it crisp. First 5-6 words appear in search results Thumbnail Only 3 to choose from. Faces and clearly recognizable things work best. Description text Should be 100+ words and keyword-rich. Tags Essential for search and “related videos” traffic
The Best YouTube Marketers Do Their SEO Homework Average Tags per Video 16 15 14.76 14 13.3 13 12.3 12 11.5 11 10.7 Tags 10 9.2 9 8 <100 between 100 between 1000 between between >1000000 and 1000 and 10000 10000 and 100,000 and 100000 1,000,000 • The more successful videos consistently use more tags and more targeted Ktles and descripKon texts. Source: Pixability Online Video Grader
YouTube Playlists • Help your viewers ﬁnd related videos. • Show up prominently in search results. Easier to get found than with individual videos. • Can combine your own and other people’s videos.
Important Traﬃc Source: Related Videos Related Videos Selected by YouTube’s algorithm algorithms Paid Ad based mainly on tags tags similar Selected by matching tags
The Best YouTube Marketers Use Social Media to Get Traﬃc 7,000 Online Video Grader Result 6,175 6,000 5,000 4,000 Top QuarKle 3,000 Boeom QuarKle 2,000 1,295 1,000 24 13 -‐ Facebook Shares Tweets Source: Pixability Online Video Grader
Social Media Video Tips • YouTube: Engage in the community – Subscribe to other people’s channels. You will appear on their channel page. – Accept (most) friend invites – Be generous with “liking”, “favoriKng” and adding other people’s videos to your playlists. • Facebook: Use video on your pages and wall streams – Use a Welcome tab with a video message. – Embed YouTube videos, don’t upload to Facebook. • TwiTer: Announce every new video with a “[VIDEO]” tag • LinkedIn: Use updates with video (add YouTube videos as aeachments)
Paid YouTube Campaigns (“Promoted Videos”) • Managed much like AdWords. • Fairly attractive keyword pricing (often 1/10 of comparable AdWords keyword) • Can be used for both search and display ads (“related videos”) • YouTube likes popular videos -- more paid views might help SEO.
Increasing Conversion Rates Pop-up (available for paid YouTube campaigns) Link as first element of description text Plus: Clear call-‐to-‐acGon in the video itself
Video SEO on Your Website: What Can You Inﬂuence? “Posted” Videos “Hosted” Videos Public video sharing Dedicated player on your site platforms 1. Metadata: plenty of text around videos 2. Video sitemaps 3. Traditional SEO Search Engine
Gekng your hosted videos on Google: Video Sitemaps <?xml version="1.0" encoding="UTF-‐8"?> <urlset xmlns="hep://www.sitemaps.org/schemas/sitemap/0.9" xmlns:video="hep://www.google.com/ format • XML-based file schemas/sitemap-‐video/1.1"> <url> that tells Google <loc>hep://www.pixability.com</loc> where your videos <video:video> <video:content_loc>hep://embed.wisKa.com/deliveries/c28c42869ae2cc00674a3c630vcba7c3c0b8d2/ live and what they are ﬁle.mp4</video:content_loc> <video:thumbnail_loc>hep://embed.wisKa.com/deliveries/ about. 2dc014807ea405cd774ad18046e111211542861e/ﬁle.jpg</video:thumbnail_loc> <video:Ktle>Video helps you sell more -‐-‐ Video ediKng and markeKng service</video:Ktle> the file • Create <video:descripKon>Producing high-‐quality online video to enhance sales and markeKng is now aor through manually s easy as 1, 2, 3. Video is one of the most eﬀecKve ways to market your company. It will increase traﬃc to your site, improve conversion rates and will get you more sales. Professional video your be expensive, Kme-‐ used to video hosting consuming and diﬃcult to create. Not any longer. Pixability makes it easy and aﬀordable to produce videos that you can use on your website, on Youtube or on social media sites like Facebook. Register on service. We will send you an easy-‐to-‐use Flip cam, you shoot whatever footage you want, send the cam back in the pre-‐ addressed envelope that we provide and we will give you back professionally Googlewith music, done video, Webmaster transiKons, Ktles and your logo. We will also help you publish your video on plaNorms like Youtube in the most eﬀecKve way.</video:descripKon> Tools. <video:publicaKon_date>2010-‐10-‐26T21:55:10+00:00</video:publicaKon_date> <video:family_friendly>yes</video:family_friendly> • Bing uses mRSS. <video:duraKon>46</video:duraKon> <video:tag>pixability</video:tag> <video:tag>video markeKng</video:tag> <video:tag>video ediKng</video:tag> <video:tag>youtube markeKng</video:tag> </video:video> </url>
Summary: The Most Important Tips 1. Produce a lot of videos with diﬀerent topics, diﬀerent lengths and diﬀerent styles. 2. Put them on YouTube and your website. Other plaNorms are secondary. 3. Use social media and the YouTube community to promote them. 4. Do your SEO homework with tags, descripKon texts and strong Ktles. 5. Consider paid YouTube campaigns. 6. Use video sitemaps for videos on your website. 7. Rinse and repeat…
Some Resources • Pixability’s video SEO primer: www.pixability.com/seoguide • ReelSEO: www.reelseo.com • YouTube Playbook: hep://www.youtube.com/creators/playbook.html