Video is quickly becoming an essential element of search engine marketing (SEM), and as technology continues to progress, the method for obtaining search rankings will evolve. Video has the potential to drive traffic and increase brand awareness—but marketers must first develop a clear understanding of how to optimize videos for Search Engines.
7. Video Optimization Benefits
Videos are taking up a lot
Video links
of real estate in search found in
engine results search results
Video assets take up
many of the top spots
Not as competitive
10. Incorporate Branding
Branding in the
beginning of the
video…
…use of logos in the
background…
…and a call to action at
the end of the video,
including; links to your
website, additional
resources, etc..
11. Break Up Videos
Greater opportunity to
create optimized web
pages
Additional Analytics Start of Video 1 End of Video 1
Can be used to :
Create teaser for an
educational call to action
(upcoming seminar,
educational training, etc.)
Sell complete long version
End of Video 2 End of Video 3
12. Control Video Thumbnail
Choose a thumbnail
that will appeal to
your users:
Context Clues
Branding
Tips:
YouTube displays the
exact middle frame as
the thumbnail image
of the video
MetaCafe allows you
to select from 3
different thumbnails Customized Thumbnail.
Video was viewed 39,033
taken from your video times.
13. Video Meta Data
When encoding your
video, add descriptive,
keyword-rich Meta data
This video has no
Meta Data
14. Video Export Settings
Ideal CODECs, refresh rates, video
dimension size, and more.
Windows Movie Maker:
http://www.microsoft.com/windowsxp/using/
moviemaker/create/saveforweb.mspx
Mac iMovie:
http://www.freevlog.org/index.php/2007/03/1
9/41-compress-for-the-web-imovie/
Mac FinalCutPro and iMovie:
http://www.freevlog.org/index.php/2006/12/1
3/screencast-h264-ipod-compression-from-
imovie-and-final-cut-pro/
Mac/Windows QuickTime Pro:
http://www.freevlog.org/index.php/2006/04/2
6/443/
15. Various Video Formats
.flv (Flash Video) is the
most widely used video
format.
Offer other file formats
for search engines and
always give the option to
view in .flv for humans.
Guide on video formats:
http://www.cepro.com/ar
ticle/the_ultimate_guide_
to_digital_video_formats
16. Keyword-Rich File Naming
Video titles often appear on the page.
If your users don’t know what the video is about,
they probably won’t click on it.
Example:
Video1.avi
search-engine-optimization-video-tips.avi
17. Invite to Subscribe
If you are building a series
of videos, or will be
creating on an ongoing
basis, invite viewers to
subscribe to your channel.
Call to action to subscribe
to their videos.
18. Invite User Feedback
Ask for user feedback,
suggestions, comments, etc.
Control comments by
placing in moderation
Respond to comments and
interact with your users
Conversations will fuel
better placement
20. Video Hosting Options
Hosting on Your Paid Video Hosting Free Video Hosting
Own Site
•Pay up-front for bandwidth •Pay-as-you-go bandwidth •Popular free video hosting
consumption services allow you to reach a
•Create your own embed wide audience:
codes •Appears as if hosted on •YouTube, MetaCafe,
your site Veoh, DailyMotion, Blink,
•Increased Analytics Break, Google Video, etc…
•Video Host Repository:
•Converts video formats to •Additional Benefits:
.flv •Automatic .flv conversion
•Provides embed codes and bandwidth
•Ex: EZS3 •Video Site Portals allow
http://www.EZS3.com greater exposure within
the video social network
•Open to Public
21. Searching for Videos
Internal Search Features Search Engines
Internal search features will only Video search engines index videos
return videos for that particular site. available anywhere on the web and
feature them in search results.
Examples:
• YouTube Examples:
• MetaCafe • Google Video Search
• Vimeo • Blinkx
•And More! • Ask3D Search
•And More!
23. Video Hub Page
Create a video hub page on
your website.
Visitors are exposed to your
other videos
Search engine bots can crawl
your other videos
24. Video Player Page: On-Page SEO
Optimize the title tag, description, keywords, and content
on the Web page.
If video exists on hosting server such as YouTube, make
sure the description has a link to your website.
Store your videos in one folder.
25. Video XML Sitemap
Search engines accept video
site maps.
Video XML sitemaps can set
autoplay functions upon
page loading and can
control the thumbnail of the
video.
Instructions:
http://www.google.com/su
pport/webmasters/bin/topi
c.py?topic=10079
26. Video Player Page: Off-Page SEO
Link to your videos from your
website.
Links tell search engines
what the video is about.
When using video hosting
providers, optimize the video
descriptions and profile.
Link in YouTube
description going
SEO value is not from direct to page where
video is posted
links; however…
28. Upload Your Video to Sites: Manual
Download.com and CNET TV http://www.cnettv.com
Upload video here: http://video-upload.download.com/1200-21_54-
5150656.html
MSN Live Video http://video.msn.com/
Upload video here: http://video.msn.com/video.aspx?mkt=en-
us&wa=wsignin1.0
Break http://www.break.com/
Upload video here:
http://upload.break.com/content/upload/uploadmultiple.aspx
DivX’ Stage 6 (http://stage6.divx.com/)
Upload video here: http://stage6.divx.com/users/login/?notice=101
29. Video Search Engine Submissions
Google Video
Yahoo Video
Search for Video
Blinkx
ClipBlast
Pure Video
Truveo
AltaVista Video Search
Grind TV
AstraSearch
31. Offer Embed Codes
Invite web publishers to
promote your videos.
If you run your own
players, include a link to
Embed code
your site. example on
Metacafe.com
Embed code
implemented on a
site with links going
back to MetaCafe
32. Media RSS Feeds
MRSS was made by Yahoo and is
now supported by several video
search engines and video hosts.
Video hub pages should have
MRSS (Media RSS) feeds for
people to subscribe.
MRSS feeds are created
automatically for videos hosted
on professional video hosting
services.
More details on the standards
are found here:
http://search.yahoo.com/mrss
36. Content is Still King!
Video can be a waste of A high quality video will:
time if: Get people talking
You offer poor quality Get reposted
video or video without Get links
valuable content
Get rankings on its own
You do not have a call to
action
You do not brand it
You do not integrate with
other campaigns
37. Thank You!
Any Questions?
Benj Arriola
Benj.Arriola@BusinessOL.com
Follow BusinessOnLine’s SEO Team on Twitter: @SEOBusinessOL
Additional BusinessOnLine Resources:
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http://www.businessol.com/news/main-webinars/archives/default.html