Dave holland streaming media europe oct 2011

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

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

Friday, October 21, 2011

WHAT WILL WE COVER TODAY?

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



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 On your site

•Awareness •Interest and conversion
•Viral sharing •Engagement and action
•Mixed brand voice •Single brand voice
•Limited customisation •Complete creative control
•Basic anaylitics •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 budgets
More 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



The 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?)


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



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
Video 1 Video 2 Video 3
25000 600 20000 3000

18750 450 15000 2250

12500 300 10000 1500

6250 150 5000 750

0 0 0 0
Views Favourited Channel Views 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.



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" & all
the 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


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 MAPS
Required Elements cont..
• Expiration - is it still available - right format = YYYY-MM-
DD - and if expired return a
status - 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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Dave holland streaming media europe oct 2011