dave holland streaming media europe oct 2011

Friday, October 21, 2011

© Smart Video Ltd. 2011 - www.smart-video.tv / www.vidmeup.com

IF YOU PUBLISH IT, WILL THEY COME?

The principles of best practice VIDEO SEO (VSEO)

Dave Holland, Co-Founder and CEO:

smart-video.tv - the automated online video indexing tool

vidmeup.com - everything you need to create your own branded videosite for free


http://www.smart-video.tv


http://www.vidmeup.com



• Overview - What is VSEO and why is it important?• YouTube • Non YT video in• Social - Facebook / Twitter / LinkedIn • Other options available• Q & A

WHAT WILL WE COVER TODAY?







ASSUMPTIONS• Compelling video content:







ASSUMPTIONS

• An integrated online video marketing strategy• Quality online video hosting and VOD services• You have professional understanding of basic SEO best practices • You have a budget and know your KPIs







OVERVIEW

Video SEO is:

• Enabling the search engines (inc. Youtube - 2nd largest* - 54% of all users) to easily find and deliver your videos for searches looking for relevant content. * Comscore

• Itʼs driven by key search phrases.



OVERVIEW of VSEO

On YouTube

•Awareness•Viral sharing

•Mixed brand voice•Limited customisation•Basic anaylitics

On your site

•Interest and conversion•Engagement and action

•Single brand voice•Complete creative control•Full analytics







OVERVIEW of VSEO

What it isn't:

• 'Tricking' or 'Manipulating' the search engines• No short cuts• No 'black art' techniques• Relevant content is KING



Content is King







The video SEO advantage







WHY IS VIDEO SEO IMPORTANT?

Recent poll of 400 US Senior Marketing Execs*67% identified online video as a primary focus of their digital marketing campaigns and budgetsMore than 50% are also planning the launch of an online video project• 71% Brand awareness• 47% Lead generation• 44% Customer engagement• 41% Customer conversion* Permission TV



OPTIMISING FOR YouTube







OPTIMISING FOR YouTubeThe general consensus is that the following will influence search results in YouTube• title (must contain the search key words)• description (ditto)• tags (ditto)• views (Viral?)• ratings (How many and how many stars)• playlist additions• flagging (Negative effect?)



OPTIMISING FOR YouTubeThe general consensus is that the following will influence search results in YouTube cont...• embeds ( How many and on sites that are ranked?)• shares (social and bookmark sites)• comments (positive and negative?)• age of video (Had time to build up links)• channel views (How many videos? Does it matter?)• subscribers (Very important)• favourited







OPTIMISING FOR YouTube

The general consensus is that the following will influence search results in YouTube cont..• inbound links (links from outside of YouTube pointing to your videos)• Social Media Engagement (FB likes / Google+ / Tweets / re-tweets)• Hot topic ( Current news)• Google searches (Was the video found there and clicked on)



COMPARE THE IMPACT OF YouTube KPIs

0

6250

12500

18750

25000

Views

Video 1 Video 2 Video 3

0

150

300

450

600

Favourited0

5000

10000

15000

20000

Channel Views0

750

1500

2250

3000

Subscribers







'NON-YouTube HOSTED' VIDEOS IN GOOGLE

Google displays video in 3 key ways:• Google video search





'NON - YouTube HOSTED' VIDEOS IN GOOGLE

• Google web search - ONE BOX display - IN-LINE display



WHY VIDEO IN GOOGLE SEARCH?• Search is still the leading discovery paradigm for finding web content• 38%+ of all users use Google to find video (Jupiter) - Video Search• 40% + of video views directly from Google key word searches*• Google vertical search properties in Universal SERPs inc. Video• 38% of users were served video results**

* Tube Mogul / **Comscore



GETTING YOUR VIDEO INTO GOOGLE'S VIDEO INDEX

• 'Website' video SEO - video dedicated URL

• Youtube embedded videos - not indexed with your URL

• Google does not host videos (unlike Youtube)

• Only videos in the 'Index' will appear in Universal SERPs

• Google finds videos in several ways prefers - Video Site Maps / mRSS feeds



GETTING YOUR VIDEO INTO GOOGLE'S VIDEO INDEX

• To see if your video has been indexed go to Google Video Search and type in -

site:mysite.com

To see if it has been indexed via a site map or outgoing rss feed add the extension:?&output=rss







INDEXING IS NOT 'RANKING'

• 'PageRank' - link analysis algorithm, after Larry Page (E.g. cnn.com 10/10, Yahoo.com 9/10, smart-video.tv 4/10)• Google algorithm has multiple other factors that may influence a visible thumbnail and position of listing:

• Brand recognition / Popularity / Social Links• Localilty / Search habits / Relevance





INDEXING IS NOT 'RANKING'

• Not to be confused with SERPs (Search Engine Results Pages) - the position of your link in the displayed results for a chosen search term. Google algorithm has multiple other factors that will influence a video result and possibly includes:• Brand recognition• Location of the searcher• Search habits• Popularity of the video - clicks, rated, shared via Digg, Stumble Upon• Links from Social Network References• Relevance of the subject



GOOGLE WEBMASTER TOOLS








• Submit and check a sitemap• Check and set the crawl rate, and view statistics about how Googlebot accesses a particular site/page• Generate and check a robots.txt file. It also helps to discover pages that are blocked in robots.txt by chance.• List internal and external pages that link to the site• See what keyword searches on Google led to the site/page being listed in the SERPs and the click through rates of such listings• View statistics about how Google indexes the site/page, and if it found any errors while doing it




• Set a preferred domain (e.g. prefer example.com over www.example.com or vice versa), which determines how the site URL is displayed in SERPs• Google Analytics - Shows total traffic of a website such as clicks to your site regardless of where they came from and what search terms were used.


http://www.example.com

http://www.example.com


VIDEO SITE MAPS

• Multiple fields - better control over information in the Index• Google 'bot' can find the video page - 'bot' must have access - publicly available - no HTTP authentication• Submit the video via Google Webmaster tools - Then can be verified and indexed(To prove ownership of video pages - only need to verify the root domain)• Google also recommends mRSS feeds



VIDEO SITE MAPS







VIDEO SITE MAPS

Required Elements• Title - same as page (Buzz terms - 'Watch', 'Howto', 'View', 'Video', 'See' 'Tutorial')• Description - same as page (contain all your key words with the correct intensity)• Play Page - must have robots.txt - must have file set for User-agent 'Googglebot" & allthe content that renders the page must be accessible• Only works on a sub-domain www.mysite.com/about• Thumbnail - give URL -160 x 120 pixels


http://www.mysite.com/about

http://www.mysite.com/about


VIDEO SITE MAPS

Required Elements cont..• Player location (e.g. flv file - 'Raw Data' - used for meta data (duration / resolution) -will effect position or content location (URL - must be unique)• Some video files are not supported: .qvt / rtmp /• Supports: .flv, mp4, mpeg, wmv, m4v. mpg, asf• Required tags needed per video: <loc> , <video:title>, <video:description> , <video:thumbnail> , <video:player_loc> or <video:content_loc>• Also recommends - duration - (user filtering)





VIDEO SITE MAPSRequired Elements cont..• Expiration - is it still available - right format = YYYY-MM-DD - and if expired return astatus - code 404 (will tell Google to remove the content and not penalize)• Regional restrict - geo-rights restrictions• Player Some helpful tools• sitemapdoc.com• smart-video.tv







OPTIMISING FOR SOCIAL

• Enable social sharing buttons in your player (during and at completion)• Enable embed codes for sharing that play in Facebook• Create social sharing templates• Embed clickable calls to action• Review Performance

Good Social SEO leads back to Google



OTHER OPTIONS / CONSIDERATIONS

• Mobile - HTML5• Video Sharing Sites• Own branded videosite - own domain / member uploads -


dave holland streaming media europe oct 2011

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