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Online video stuff

Online video stuff. Oh Yeah, and SEO and Marketing Mark Robertson - ReelSEO.com. Why Online Video?. 30,317,131,000 * Vs.15,500,000,000 Search Queries ** *U.S. Comscore Video Metrix - Videos Viewed – April 2010 | ** ComScore Core Search Report – April 2010.

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Online video stuff

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  1. Online video stuff Oh Yeah, and SEO and Marketing Mark Robertson - ReelSEO.com

  2. Why Online Video? 30,317,131,000* Vs.15,500,000,000 Search Queries ** *U.S. Comscore Video Metrix - Videos Viewed – April 2010 | ** ComScore Core Search Report – April 2010

  3. YouTube Marketing and Optimization

  4. Focus on Quality and Engagement Not TV Advertising - Lean Back vs. Lean Forward "It's got to be 30 sec?" • My answer is, tell the story first • Shorter is almost always sweeter • Focus on first 15 sec Telling a story: • Engage customers • Educate customers • Point of differentiation • Entertain customers • Be different • Write with keyword in mind (if applicable) http://www.youtube.com/user/Blendtec Sales increased 700%, 5X the company's old record

  5. Success = More than Keywords & Text YouTube Ranking Factors • Title • Description • Tags • Views & frequency • Likes, dislikes • Playlist additions • Flagging • Shares • Comments • Age of video • Video Responses • Subscribers • Favorites • Embeds & inbound links

  6. YouTube Ranking Factors – Holistic Effort More Possible YouTube Ranking Factors

  7. Tips for Uploading to YouTube Titles are important • Trade-off = Search keywords vs. enticing titles Maximize descriptive text • Leverage descriptions liberally (5000 characters) • Leverage tags – optimize & de-optimize (no spam) • Important keywords first in titles, descriptions & tags Enable interaction • Embedding and sharing • Commenting and rating Consider manually uploading or API • More characters available for titles, descriptions, tags vs. uploading tools • Geo-tagging, CC, Annotations, etc… • To take advantage of YouTube, you really should be an active community member

  8. Engage the Audience & Drive Interaction Add URLs to descriptions • Track with tiny URLs Leverage annotations • Drive viewers to other videos Engage the community • Subscribe to relevant users • Add video responses when appropriate • Encourage linking and embedding Don’t Ignore your Channel • Channel URLs followed • Site URL followed

  9. YouTube Marketing - Think outside YouTube • It’s more than YouTube now. YouTube Optimization can still be effective for less competitive keywords, HOWEVER, competitive keywords require additional effort OUTSIDE of YouTube

  10. Promote and Promote Again • Distribute via most popular YouTube channel available to you • Leverage social sharing functionalities • Post to your blog • Crowd source -Target/Use Key Influences • Spread the word internally • Encourage your company to help seed/spread the word

  11. Track, Measure and Learn!

  12. YouTube Conversion Tips Driving YouTube viewers back to you

  13. Video Conversion - Driving Viewers Home How can you drive interested YouTube viewers back to your website? 1) URL in Description 2) In-Video Calls to Action • Must include http:// • Use URL shortener – tracking, nofollow • Teasers, Coupons, Promo codes, Call tracking #’s, Unique URLs, Etc…

  14. Driving Video Views – YouTube Promote YouTube Promoted Videos • Pay Per Click/View • Keyword bidding • Drives video views

  15. Video Conversion - Driving Viewers Home WHAT YOU MAY NOT KNOW • Bonus = Free call to action overlay • Auto-play on channel = more views • Starts at $0.01 CPC • Cost per click off-site? $0.00 • What you don’t know? • Overlay is yours regardless = FREE

  16. Extra YouTube Optimization Tip

  17. Closed Captions & Speech Recognition • Apr. 2007 - Google 411 “Whether or not free-411 is a profitable business unto itself is yet to be seen... The reason we really did it is because we need to build a great speech-to-text model … that we can use for all kinds of different things, including video search.” - Google’s Marissa Mayer • Sept. 2008 – GAudio launches • Nov. 2009 - Google Rolls out automated YouTube closed captions (limited) • Mar. 2010 – Automated captioning for all videos (Beta – English only)

  18. Example Search – “DFWSEM”

  19. What You Didn’t Know • YouTube & Google Index CC • CC/Subtitles don’t require audio • Can help with longtail searches • Weight = ?? Not much yet

  20. Why Closed Captions? • Accessibility for hearing impaired • Global Reach - Translations

  21. How to Create YouTube Closed Captions • Create and upload .SRT file • Did you create a script? • Upload as a transcript • Google automates temporal matching • Use Google’s machine transcription • Download –> fix –> re-upload • Web-based tools & services • DotSub • CaptionTube • Subtitle Horse • SubPly • 3PlayMedia

  22. YOUTUBE Tricks|Customize The Embed Code • Turn off Title & Ratings • &showinfo=0 • Turn off Search • &showsearch=0 • Turn on Related Videos • &rel=1 • Want a custom player? • Use Chrome-less Player (YouTube API) • More - http://www.reelseo.com/youtube-embed-hacks/

  23. Outside and beyond Youtube

  24. Publish, Distribute, Syndicate YOUR SITE

  25. Why Hosted Video SEO? • “Thumbnail Power” • query – “shoot birthday videos” • Traffic goes directly to howdini.com • Page 1 out of >6.5M results

  26. Best Practices for Website Video SEO Don’t make it difficult for users to find • Prominently link to video section • Incorporate video results within own site search Publishing for SEO • Use Embedded Players • Don’t use popups – (i.e. “click to watch video”  pop-up) • Avoid external js, if possible

  27. Best Practices for Video Landing Pages Creating a Video Landing Page • 1 Video/URL • Unique URLS w/Keywords Optimize the Video Landing Page • SEO principles for titles, URLs, metadata, H1, etc… • Keyword anchor text to URLs Provide Context to Surround Video • As always - accessibility = SEO • Contextually related links (products, videos, articles) • Related on-page text (tags, transcripts, comments) Video Landing Page Anatomy

  28. Getting Video into Search Engines Link to Video File – traffic to video file vs. page Best = XML Sitemaps • Google supports both MRSS and XML video sitemaps • Truveo, blinkx, others support MRSS • XML sitemaps (better) • Allows you to specify player, thumbnail, and “allow play” in Google Video Tips for Sitemaps • Robots.txt - include sitemaps and allow URL crawling • Publish both video sitemap and regular xml sitemap (video + page) • Titles are given disproportionate weighting • Tell search engines which thumbnail to use • Contact search engines for specific guidelines – many outdated

  29. How Google Video/Universal Video Works • Googlebot Crawls the web & finds video • Process in flux – don’t rely on this • MRSS Feeds or XML Sitemaps • Step 1) Tell Google where your video resides • MRSS Feeds or Video XML Sitemaps • Step 2) Google crawls page to verify video exists • Video indexed in Google video • Available via universal search results • Thumbnails displayed if determined appropriate • HTML5 – not working yet

  30. Other Tips for Website Video • http://www.reelseo.com/video-search-engine-optimization-tips-from-truveo/ • Page Load Times are Critical • Create compelling thumbnails • Eye-catching • Relevant • High Quality

  31. Please Visit ReelSEO= Video Marketing News, Trends, Tips… • Thank You • Mark R. Robertson, Founder • www.reelseo.com @reelseo Facebook.com/reelseo

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