International Video SEO Optimization ISS Berlin Massimo Burgio
-
Upload
massimo-burgio -
Category
Self Improvement
-
view
2.719 -
download
0
description
Transcript of International Video SEO Optimization ISS Berlin Massimo Burgio
massimo burgio
global search interactive www.globalsearchinteractive.net
SEMPO board of directors www.sempo.org
international
optimization video
berlin june 7, 2010
international search summit / localization world 2010
detox clinic SEO
+
from SEO to SMO in 12 steps
+ 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)
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
8 - share what you know (social search)
9 - share what you like (social bookmarking)
7 - share what you own (RSS)
“Simply put, video SEO is the art and science of ensuring that your video content attracts as much traffic as possible.”
-- Blinkx
video SEO: definition
“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
international video SEO = localized video SEO
video optimization enablers
38% of users get videos in SERPS
38% of users get videos in SERPS
new google features: video search
eye-tracking on google serp BEFORE universal search
eye-tracking on google serp AFTER universal search
universal search: eye tracking
universal search study (germany)
universal search study (germany)
after all, video is better than porn
• 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
video optimization: opportunity or strategy?
ON SITE VIDEO HOSTING
• control on video content and SEO strategy
• control meta tags and encoded video meta information
• search engine targeting through SEO techniques
• bandwidth + disk space costs
• time/material investment to encode videos, create web pages and optimize assets
• video encoding software cost + complexity
3RD PARTIES VIDEO HOSTING
• automatic encoding
• marketing to a larger “captive audience”
• simplified search algorithm
• drives traffic but creates competitor pages on SERPS
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
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
online videos: hosted or posted?
VIDEO SHARING SITES
• YouTube
• MySpace Videos
• Yahoo! Video
• AOL Video (SingingFish / Motionbox)
• DailyMotion
• Metacafe
• Veoh
• Blip.tv
• Imeen
• ...
VIDEO SEARCH ENGINES
• YouTube
• Google Video
• Google Universal Search
• Yahoo! Video Search
• Blinkx.com
• Daggle.com
• Searchforvideo.com
• Revver.com
• Metacafe.com
• Brightcove.com
• ...
2 generations of video sharing sites / engines
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
online videos: 10 video SEO tips (nothing new)
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
online videos: 10 upload SEO tips
• 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!
social media power: let your videos go
e-shelf strategy tools: tubemogul
video analytics by tubemogul
leverage the long tail of video
leverage the insight of youtube analytics
tell search engines about your videos
VIDEO RSS / MRSS
• Most video search engines (and iTunes / podcasting) accept RSS / MRSS feeds
• http://www.blinkx.com/upload
• http://search.yahoo.com/mrss/submit
• http://www.reelseo.com/submit-videos-rss-mrss/
VIDEO XML SITEMAPS
• Google Video XML Sitemaps: Webmaster Tools / Sitemaps
• Include in video sitemaps only URLs to video content (web pages with embedded videos, URLs to video players and raw videos hosted on site)
• Use one unique URL per video and include thumbnails URLs
• Sitemaps max file size: <10Mb, video file + thumbnail: <30Mb
• Robots.txt: Allow UserAgent Googlebot
viral video redistribution: RSS at work
more video optimization tips from SEOmoz
thank you! danke!
massimo burgio global search interactive / sempo
www.globalsearchinteractive.net www.sempo.org [email protected]