Apogee Results - Video SEO & Video Promotional Strategies for YouTube and Beyond
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This document discusses strategies for optimizing videos for search engines. It covers how videos are found online, the importance of YouTube, and whether videos should be posted to sites or hosted on a website. It provides tips for optimizing videos on YouTube and a website, including submission, ranking factors, metadata, on-page elements, site structure, and sharing options. It emphasizes that video now dominates search and that both posted and hosted video strategies should be used to maximize exposure and drive traffic.
Apogee Results - Video SEO & Video Promotional Strategies for YouTube and Beyond
- 1. Apogee Results | 息 2013 2013 Video SEO & Video Promotional Strategies for YouTube and Beyond Leake@apogeeresults.com William Leake, Its My Fault (aka CEO) Apogee Results @Marketing_Bill
- 2. Apogee Results | 息 2013 I. How are online videos found? II. Importance of YouTube III. Posted vs. Hosted IV. YouTube Optimization I. Submission II. Ranking Factors III. Video Site Map IV. YouTube Retargeting V. New Ability: Editing an existing video V. Optimizing Videos on your website What We Will Cover
- 3. Apogee Results | 息 2013 Universal Search: Dominated By Video
- 4. Apogee Results | 息 2013 38% of users who searched Google were served video in Universal search engine results pages Source: Google Universal Search Results Searcher Penetration by Result Type ComScore January 2012
- 5. Apogee Results | 息 2013 Source: TechCrunch And YetVideo Views Fizzle Quickly
- 6. Apogee Results | 息 2013 Time & Dollars, Create Video Time & Dollars, Promote Video Because
- 7. Apogee Results | 息 2013 Partial Video Search Engine List
- 8. Apogee Results | 息 2013 Its A YouTube/Google World
- 9. Apogee Results | 息 2013 Source: TechCrunch Its A YouTube/Google World, But
- 10. Apogee Results | 息 2013 Video SEO Produces More Sales than Traditional SEO 65% of senior executives surveyed visited a vendors site after watching a video. Executives said they were more likely to make a purchase of call a vendor. Source: 2011 Forbes study, Video in the C-Suit Video SEO vs. Traditional SEO
- 11. Apogee Results | 息 2013 Over 70% of all web usage and over 50% of all mobile device usage is on video viewing and it is forecasted that 90% of consumer IP traffic (the majority of total IP traffic) will be video in 2014. Source: Cisco Visual Networking Index: Forecast and Methodology, 2010-2015 Cisco Confirms: Video Is the New SEO
- 12. Apogee Results | 息 2013 Generation 1.0 Depend primarily on metadata and on-page text Most are working on evolving Generation 2.0 Use metadata, on-page text, UGC and advanced recognition technologies (speech, visual, facial, OCR, etc..) Video Search Engines
- 13. Apogee Results | 息 2013 Posted: video content uploaded to video sharing sites, social media, etc and/or Hosted: video content that is on YOUR website Basic Options
- 14. Apogee Results | 息 2013 EXISTING TRAFFIC Existing video websites have a critical mass of traffic and users, easier to go viral Better ability to rank on universal search (Google) and other search engines Potential to dominate the traditional SERPs with carpet bombing, by submitting to multiple video sites (due to weak duplicate content filtering at present) Dont need your own website Benefits of Posted Video SEO
- 15. Apogee Results | 息 2013 Control over related on-page text, encoded metadata, user-experience, etc... Control over monetization/advertising Generate traffic to your website While you can currently dominate the SERPs with carpet bombing, posted strategies, this may go away with duplicate content filtering in the future Benefits of Hosted Video SEO
- 16. Apogee Results | 息 2013 Second largest search engine Third most visited website (800 million uniques, only 50 million less than FB) 60 hours of video uploaded EVERY minute (was 48 hours in 2011 and 20 hours in 2009) Over 4 BILLION Videos viewed a day (was 3 billion in 2011) http://www.youtube.com/t/press_statistics YouTube
- 17. Apogee Results | 息 2013 Ranking Honors Links Comments Share Subscribers Video Age View Count Top Ranking Factors Title, description, keyword tags Annotations Thumbs Up / Down Flagging Video Responses Channel Views # of Embeds Playlists
- 18. Apogee Results | 息 2013 YouTube only allows you to search YouTube YouTube may be king, but it doesnt have ALL the interesting content Copyright issues re: content still a real problem Beyond YouTube
- 19. Apogee Results | 息 2013 Metadata (in-file) Indexing in-file metadata is still a weak point of search engines, but this is improving Encode your video files with solid, meaty metadata that includes your metadata title, date, author, description and keywords. Website Video SEO Tips
- 20. Apogee Results | 息 2013 The Video Files Themselves Offer multiple formats (e.g. mov, mpeg, mp4, flv) Include keywords in the filename Include the *video* in the filename too Website Video SEO Tips
- 21. Apogee Results | 息 2013 On-Page Elements Follow general SEO principles for optimizing title, meta, H1, etc. tags and URLS Definitely include contextually related links to articles and other videos Consider publishing captions and/or abstracts as additional relevant on-page content. Website Video SEO Tips
- 22. Apogee Results | 息 2013 Site Structure Use Unique URLS One video per URL Use embedded players never pop-ups Create nav links to the video content Place the videos in a central root folder/directory Website Video SEO Tips
- 23. Apogee Results | 息 2013 Remember its about Sharing Enable comments Include social bookmarking tools Allow visitors to subscribe to your videos Let viewers grab your embed code - easily (with a link) Remember internal linking (consider site-wide link(s) in your page footer) Website Video SEO Tips
- 24. Apogee Results | 息 2013 Search engines currently try hard (and often fail) to crawl the web and index video content. BUT, in marked contrast to traditional SEO, dont wait for them to find you. Submit your video content. Media RSS (MRSS) Feed Syndication Most video search engines accept RSS / MRSS feeds (+ iTunes) MRSS is an RSS feed with media enclosure TIP - If you have a problem, contact the video search engines, they are helpful and want your content How Do Videos Get Into Search Engines
- 25. Apogee Results | 息 2013 Missed Opportunity?
- 26. Apogee Results | 息 2013 SEO Optimized Video
- 27. Apogee Results | 息 2013 Tweets & Articles
- 28. Apogee Results | 息 2013 Integrated Contest
- 29. Apogee Results | 息 2013 Integrated Contest
- 30. Apogee Results | 息 2013 (aka Shameless Plug 際際滷) Apogee Results, based in Austin is the coolest pure-play online marketing firm in Texas, and one of the largest independents left 100s of clients, including Whole Foods, National Public Radio, Golfsmith, Lance Armstrong / Livestrong, Olive Garden, IBM, PerkinElmer, SAP, Hewlett Packard, Shell, Merrill Lynch + more high growth VC- backed and Inc.5000 clients than any other firm Paid, Earned and Owned Online Media, Website Effectiveness & Conversion Our management team built *the first* company to ever sell a million dollars of product on the internet Our management team has been doing search engine optimization since 1995, paid search since early 1998 (within 2 days of GoTos launch) and social since 2003 Founders background includes McKinsey & Co., Dell, and executive roles at successful, private-equity-backed firms All programs are results-focused and metrics-based We *might* Know Something
- 31. Apogee Results | 息 2013 Apogee Results Blog: www.ApogeeResults.com/Blog/ WebMaster World: www.webmasterworld.com DigitalPoint Forums: forums.digitalpoint.com Search Engine Land: searchengineland.com Sphinn: sphinn.com MarketingSherpa: marketingsherpa.com ClickZ: clickz.com Additional Resources and Q&A