Video Search Engine Optimization

Nov 11, 2008 - 3:37 pm 9 by
Filed Under PubCon 2008

This room is packed, not sure what was going on in the session before, but this room is now packed.

Moderator: Robin Liss starts off about picking the right topic of your video, just like you would for writing content. Two routes are buzz route or the topic, search term specific route.

Viral Videos: Links, embeds, uniques, funny, newsworthy are all factors. Most of the time you can't plan on creating viral videos. Viral videos can be very risky. They don't generate money, not yet. It is hard to convert these viral video viewers, just like with Digg. They are number two for iphone unboxing, here is that video and it did well, cause they said the domain a lot. But the second video they did, didn't do anything for them.

Topic Specific Videos: These are very specific to short form videos that correlate to a specific topic. You can use traditional SEO techniques in these videos. If you are ranking for these terms, commerce may happen. An example is the canon hf 10 Google searc results. Do keyword research before hand. Relate that video around that keyword. Break your videos up into very specific content. Try to stay under 2 minutes. These are cheap to make. The goal of these videos is to get to your site. The topic gets 1/10th of the viewers, but viral is like 1/100th or 1/1000th. Use your company name in your username, add a constant graphic that is your logo, repeat your domain name as often as possible, tease additional information in the video that is on your web site, put domain name in the video description.

Edward Kim, CEO, Red Bricks Media is next up. We live in a visual world and we are going to see the videofication of the web happen in the next five years. As more rich media content hit the web, how do we as publishers/advertisers, etc, make sure our content is discoverable on the web. He will talk about the business strategies they use in this area.

He shows how Ikea has their own YouTube channel and they have only 340k views on all their videos, compared to a zero dollar budget video they made about nothing.

First strategy is "squeezing in the middle" or starting with keyword research. Find out what people are searching for. So for example, "extreme makeover" was high, so he made a video, "extreme photoshop makeover". He then shows more examples of this. The results are great, he said.

Content syndication and blogger outreach is strategy number two. Find these people, reach out to them, and let them know about your videos. They might add your videos to their sites. Results great.

Defining metrics is important. He uses TubeMogul, a great tool, he said. You get viewed minutes, viewer attention, per stream quality, syndication quality, region tracking, player tracking, demographics, etc. What are your goals for each video.

Mark Robertson, CEO, ReelSEO is next up. What is video SEO? A strategy to drive traffic to your video content. There is hosted web site video seo and posted (like youtube) video seo. He will focus on hosting video on your own web site. The goal is to drive traffic and conversions. The benefits of onsite video is complete control over the content, monetization and advertising. Dominating the search results may go away with duplicate content filters (same video on several sites). Google Video search sends links directly to your site. eMarketer says 39% find video in search engines. Video searching is increasing according to HitWise.

Why the shift to search? Videos are dominating Google search results. Video search engines include Google Video, Truveo, AOL Video, Yahoo Video, Live Search are first gens that look at your description. 2nd generation use speech recognition, facial recognition, like Blinx.

SEO Tips: - Videos can get links for you - Search engines cant read videos - Optimizing for video is slightly different - Before beginning, do some benchmarking first and do some test searches to see what is out there and then monitor behavior on your site.

SEO Tips: - Video file should be in multiple formats, including FLVs, MOVs, MPGS, MP4 - Include important keywords in the file name, and include video - The meta data should have keywords in title, description, etc. - Have one video per URL - Place all videos in a central directory - Dont use popup flash players, use embeds - Use navigational links to link to them - Follow basic SEO principles - Consider putting transcript of video on the page - Include related articles on that page - Encourage people to link to your video, let them interact with it, with embed code - Use social bookmarking tools, allow them to subscribe via RSS, etc.

How do you get videos into search engines? Use a mRSS feed. So create an mRSS and submit it to the search engines. Google does not accept mRSS feeds, but they do have an XML Sitemap for Videos.

Grant Crowell, Owner, Grantastic Designs is next. He discusses the importance of site design in this approach. He also defines video SEO... Video SEO is related to search engines, site search, video search engines, social networks, viral, site links, and the control you have is under sitemap, video page and MRSS/Video sitemaps.

Your going to need to know how to do videos.

He then talks about himself, giving me a chance to sleep a bit, cause I am really tired.

What are the advantages of video SEO? It gives you more ways to optimize the same content, more search real estate. IT can be duplicated on 3rd party web sites without penalty. More text and pages to optimize around.

He now goes into Site Structure, but the session should be over now and we still have more speakers to go. Create a unique URL for each video. Include the word, video at the end of your file name or put them in a directory, or even in a subdomain. Maybe also consider the .TV domain extension.

Make sure to put text around the videos and what links are around the video. A good site navigation is Also see Shelly Palmer's videos. Northwest Herald is a good example of what not to do.

Gregory Markel, owner, Infusecreative is last up, but im skipping out.


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