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The Art and Science of Video SEO


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Presentation on Video SEO held at the Cambridge Video SEO Meetup

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The Art and Science of Video SEO

  1. 1. The  Art  (and  Science)  of  Video  SEO   SEO  Meetup   October  2011   Andreas  Goeldi   CTO,  Pixability  
  2. 2. 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:  
  3. 3. 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.  
  4. 4. 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.  
  5. 5. Where  we  get  our  data:  Pixability  Video  Grader   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
  6. 6. 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)  
  7. 7. The  four  steps  of  video  markeKng   1. Create 2. Publish 3. Promote 4. Track Repeat  
  8. 8. Create:  Producing  the  Right  Content  
  9. 9. 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  
  10. 10. 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  
  11. 11. Publish:  Making  Your  Video  Available  
  12. 12. Publish:  Where  To  Put  Your  Video   Your  Video   “Posting” “Hosting” Public video sharing Dedicated player on your platforms website
  13. 13. PosKng:  PlaNorm  Market  Share   •  YouTube  is  by  far  the  dominant  plaNorm   •  Special  case:  Facebook   Source:  
  14. 14. 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.
  15. 15. Promote:  Gekng  the  Word  Out  
  16. 16. 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
  17. 17. 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  
  18. 18. 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
  19. 19. 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  
  20. 20. 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.  
  21. 21. 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
  22. 22. 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  
  23. 23. 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)  
  24. 24. 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.
  25. 25. 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  
  26. 26. 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
  27. 27. Gekng  your  hosted  videos  on  Google:   Video  Sitemaps  <?xml  version="1.0"  encoding="UTF-­‐8"?>  <urlset  xmlns="hep://"  xmlns:video="hep:// format •  XML-based file schemas/sitemap-­‐video/1.1">  <url>   that tells Google    <loc>hep://</loc>   where your videos    <video:video>          <video:content_loc>hep:// live and what they are file.mp4</video:content_loc>          <video:thumbnail_loc>hep:// 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>  
  28. 28. One  Video  Per  Page  (says  Google)  
  29. 29. 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…  
  30. 30. Some  Resources  •  Pixability’s  video  SEO  primer:  •  ReelSEO:  •  YouTube  Playbook: hep://  
  31. 31. Thank  You!  Slides: