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February 20, 2008

SES London 08: Video & Podcast SEO

By Li Evans

Speakers:
Moderator:  Anne Kennedy

Amanda Watlington
Dsc_3189 Adding video and audio is compelling for brand marketers.  Helps to create engagements, loyalities.  Search marketers are challenged to create results with this medium.  This creates a direct medium to connect and communicate with the audience.  You can convey emotional content that you cannot do otherwise.  An approachable means to relating the approachableness of the company.

Video presents challenges.  Most users don't know where to look for it.  YouTube grabs the most attention.  Professional competes with consumer generated video. 

Tips:  offer in multiple formats, use tags, individual landing pages, user rss to distribute.  Create video with branding in it.  Avoid pop up players.

Podcasting:  success is based on planning.   is it a scheduled weekly show.  are you a full out entertainment site or just a blog?  Before you set out, name your show and research it.  Distinguish the show from the episode name.  Transcribe or abstract - transcript is better for SEO.

Come up with a keyword list before the show.  Build your infrastructure in advance.  Download and test tag editorers in advance.

Distribution is the SEO.  It's a 4 step process.  Optimising the sound (ID3 Tags).  Optimising the page.  Validate RSS Feeds.  Track and Monitor Submissions  Promote the podcasts!

Optimising Tag:  Album Name is the Show Name, Artist, Year, Episode #, Genre, Comments.
Make sure the file name is unique but makes sense, use words that make sense.

Optimising the Page:  Have a page for the show and then a page for each episode for each the episode.  Provide information on how to subscribe.  Include a player for people to listen online.

Onil Gunawandana of Blinkx

Dsc_3190 Blinkx has over 18 million hours of video.  Started in the UK but headquartered out of LA.  Public company.  They power the video player and video search of Ask.  They've had 50 million uniques world wide and 12 million uniques from UK in the past year.

When it comes to video, users expect be able to find a video easily and be able to watch it on the same page.  Goals for Video SEO
Advertising
    In-Video - Preroll or Invideo
    Out-Video - Banners, text ads like adwords
Traffic to site
Distribution for Promotional Video

They take the meta data, then speech recognition to convert the audio to text. 
SEO Tactics
    Metadata use it - sometimes it is often lost during conversion, metadata cleaning
    Key elements:  title and description.  filename.  category.  tags. 
    Sitemap / MRSS File
    Format - in format meta data
    Where to Submit - user generated video sites (YouTube MetaCafe), Video Search Engines (blinx)

Tim Gibbon:
Video is important as a marketing tool, engages with your audience, encourages interactivity.
Attracting users to your site:  make sure its RSS enable, title and keywords with each page.  Offer multiple download forms.  Allow users to embed the video on their own sites and blogs.  Have only one video per page, ensure your URL's are friendly.

Uploading to sites.  Descriptive and attention grabbing.  If the video allows you to select a still frame, ensure that it is one that captures attention.  Tags used are vital, ideally between 5-10.

Sites to use:  Blinkx, Fooooo and Truveo.  There are niche sites out there that we call gems look to find those.

You can input meta-data into the video itself.  Search Engines read the properties for video, word, pdf.  Some services allow embedded urls.  Can search on the content of the video rath than just the keywords associated with it.  Allow you to tweak keywords.

Dos/Don'ts - name properly, create video sitemaps, have only one video per page, rss enabled.  Don't stuff title, tag and descriptions.  Post poor quality and irrelevant, post pur commercials, cloak and flame your own content to boost hits, make content a one way dialogue.

Joe Morin of Boost
Dsc_3192 Video strategy - what is it?  Video optimization is SEO too.  It's necessary to have some kind of strategy.
Google has 51% of the market with YouTube.  Comscore stated the December was the heaviest video consumption month ever.  Convergence of Online & Offline advertising.

Just having the video isn't enough.  Distribution and Syndication of your video will draw so much more traffic and brand awareness.  Make sure social media channels are in place as well.  There's video crawlers optimization and uploaded optimization.

Don't use a stand alone player that loads up in a popup.  Make use of social media tags, comments & ratings.  For best results use metadeata during encoding.

Posted - use video overlays for branding.  Many hosted sites transcode the video so metadata may be stripped ou but encode anyway this may change over time.  Use the word "video" in the title.

TubeMogul - you can upload to 13 video aggregators with one upload.  Analytics can track views, ratings and comments.
VisibleMeasures - video measures.  views, pauses and rewinds.
Ooyala - Ex-Googlers that publishing and analytics.

Video Monetization
PreRoll, PostRoll, Pay per download, Contextual, In-Video advertising
   

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Comments

I agree. Audience has more connection with the brand when watching a video compared to just reading plain text.

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