February 20, 2008

SES London 08: Video & Podcast SEO

By Li Evans

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
    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

November 13, 2007

Popular Blog Posts - "Women 2.0" Articles, Blogs & Podcasts

By Li Evans

It was a year ago today that a column was written that featured the "popular blog posts" of top bloggers.  That post was by Phillip Lenssen, and didn't include one women in the list of over 15 bloggers.  That blog post was what propelled me into launching the Women of Internet Marketing series

I thought as a nice way to commemorate what set the series into motion, I'd ask a number of women around our industry what was their most popular blog post / article / podcast and why they felt it was so popular or resonated with their audience.  The women featured are listed in alphabetical order, and are the ones who responded when I sent out the email asking various women around the industry for their input.

  • Kim Krause Berg  of  Cre8pc on Usability & Holistic SEO

    Kim_krause_berg_2 SEO with Usability: What The People Want
    "I was surprised this particular piece took off. For starters, it's long.  I think the examples and analogies worked, and I just happened to strike a chord. "

  • Christine Churchill of KeyRelevance / SEM Clubhouse

    Christine_churchill_2 Expand Your Market By Increasing Web Page Readability
    "My inspiration for the article was my mother and watching her struggle trying to read web pages.  I wanted to remind webmasters that not everyone reading the web has 20-20 vision and that people read differently on the web than in print. 

    This article provides timeless good advice that is practical and easy to follow and can make a huge difference in readability. People seemed to relate to the article because it's been reprinted a number of times and I've received numerous emails on it."

  • Donna "DazzlinDonna" Fontenot of DazzlinDonna.com

    Dazzlindonna_2 Favorite 10 Free Stock Photo Download Sites
    "As is often the case, what is most popular is not necessarily the thing you want to be known for.  By far, my most popular blog post was just a typical list of 10 useful things...useful...but not earth-shattering information.  But I guess it just was useful enough... to enough people... that it became a hit via the social networks, and the traffic just keeps pouring in for it.  And while it is related to my blog's topic, it isn't as directly related as I'd like it to be.  I'd prefer to have all that traffic going to more strongly-related posts, but one cannot force users through a funnel if that isn't the funnel they wish to be sucked into."

  • Sara Holoubek of Marketing Profs Daily Fix

    Sara_holoubek_2 Burma-Shave: The Social Media Classic
    "When one peels the layers of techno-babble, humans have been interacting with content and media in pretty much the same fashion from day one. That first guy that drew on a cave wall is really no different than the guy expressing himself via a mobile phone video uploaded to YouTube. We in the interactive industry frequently forget that it is these truths that drive our business at all."

  • Julie Joyce of SEO-Chicks.com

    Julie_joyce_2 Why Relevant Links Are Irrelevant
    "It combined two important topics: The Clash and links.  The post spoke about the concept of relevant links and how easy it is to fake relevancy, as a machine can’t really detect relevancy and we’re being scared into thinking that these algorithms can do more than they really can. The post was submitted to Sphinn and then got Stumbled Upon. I think it addressed a fear that we all have…that Google is perhaps omnipotent and there’s no way to keep fighting it. I believe that there is a way to keep fighting, but it requires you being a tad bit clever."

  • Jennifer Laycock of Search Engine Guide

    Jennifer_laycock_2 Zero Dollars, a Little Talent and 30 Days
    "I think it resonated with my readers because it showed that you really can still pull off an online success without a ton of money in the bank. It also showed that just becuase someone is well known as a marketer doesn't mean they don't make mistakes. I was pretty honest about the areas where I screwed up and the areas where I succeeded. That type of openness can go a long way toward helping readers feel like you can relate to their situation.

    As for how it gained in popularity, it was mostly word of mouth. People liked the series enough that they blogged about it and word spread. Even two years later, that article still drives more page views each month than any other article I've written, mostly due to direct links from bloggers who are just now finding the series."

  • Rebecca Lieb of The ClickZ News Blog

    Rebecca_lieb_2 Google Sweet Google
    "The it-could-happen-to-me factor. As recently as yesterday, someone brought up this post in conversation – 5 months after it went live."

  • Debra Mastaler of the LinkSpiel

    Debra_mastaler_2 Help!  I'm New, I Need Links, What Can I Do?
    "Everyone has to start somewhere - hopefully the linking suggestions in this post give people a little roadmap to follow!"

  • Shari Thurow of Search Engine Land

    Shari_thurow_2 Term Highlighting and Search Engine Optimization
    "I believe this particular blog post resonated well because of search usability. So many people believe that search engine optimization (SEO) and Web site usability have nothing to do with each other, when, in fact, they have so much in common. People wanted to see evidence of that connection.

    Term highlighting is a process done specifically for search usability, making the searcher feel more confident that he/she is being delivered to relevant information. It’s been done in the information retrieval industry for years, long before Google and Yahoo came into existence.

    I am rather surprised that a somewhat technical blog post was so popular not only with search engine marketers but also with journalists and public relations professionals."

  • Cindy Turrietta of eMarketing Talk Show

    Cindy_turrietta_3 Creating Search Engine Friendly Websites with Matt Cutts  (Podcast)
    "I think this one resonated in large part due to Matt’s popularity and also to the subject matter. People want to know specifics. Of course the fact that he is a blogger and “friend of bloggers” didn’t hurt, so we acquired a lot of backlinks and listens from his post about doing the show.  Our PR went from a 4 to 5 almost overnight and our audience grew exponentially. The information he provided were the answers to questions people had at the time and continue to have because it has always been one of our most listened to shows. Funny thing, I just listened again and can’t believe how nervous I must have been because I sound horrible! I hope I’ve improved some since then."

  • Jill Whalen of High Rankings

    Jill_whalen Getting Into Google
    "This is my most popular post/article that still consistently gets the most daily traffic which recapped the Providence, RI SEMNE event in July where Dan Crow from Google spoke.

    This post became popular because during the meeting, amidst other great info, Dan also provided us with some breaking news on the new unavailable_after tag. Although the tag is of little use to most websites, the breaking news aspect of the post was what made it popular.  Nearly every major SEO/SEM blog picked up the news and linked to the article, which is what popularized it and also why it still receives a lot of traffic.

    What I learned about bloggers from that post and the way it was linked to, led me to write the 10 Blogger Types: The Good the Bad and the Sleazy which also continues to get a lot of traffic.  But none of my articles/posts have the longevity and consistent traffic of the Getting Into Google post, which I attribute to all the links out there which people click through.

  • Stacey Williams of Prominent Placement

    Stacy_williams Managing Pay Per Click (Podcast on eMarketing Talk Show)
    "This podcast resonated with the audience because I went into a lot of detail about which “levers” to pull, when managing pay-per-click, in order to reach various goals (such as increasing clicks or conversions).  I also included things to watch out for, how to measure your success, and more."

    Last but not least, I figured I'd toss my popular post into the ring:
  • Liana "Li" Evans of Search Marketing Gurus

    Li20 Ten Tips for Getting out of Google Hell - (InformIT article)
    "This article hit an entirely different market than the normal reach of SMG, InformIT targets technologists, and this audience tends to not really understand search marketing as deeply as the normal Search Marketing Gurus' reader, that's why I believe it was so popular.  Many webmasters just can't figure out what's going on when they are stuck in "Google Hell", so this article really hit home with this crowd.  Subsequently it brings in a lot of readers to SMG as well."

September 09, 2007

Philly Podcamp 2007 - Saturday Wrapup

By Li Evans

Philly Podcamp 2007, Unconference 9/8/9=07Philly Podcamp was held at Drexel University this weekend.  I got to attend and present during yesterday's (Saturday) presentation.  I've never been to any of the type of unconferences before, so this was definitely a great experience for me.  I tell you, the folks that organized Philly Podcamp deserve to great props - Whitney, Jen, Melissa, Chris, Drew and the rest of the team put together an amazing time.

I wasn't even aware that there was a philly podcamp until Corey (and Jen), from the Bucket Podcast, Twittered about needing camping gear for going to Podcamp.  I went and checked out the site and was amazed at what had been set up.  So I pinged Christine and Bill and said "What do you think?  Worth out time?", of course my mind had already been made up, and they both agreed and Bill was going to tag along to attend, too.

Continue reading "Philly Podcamp 2007 - Saturday Wrapup" »

August 30, 2007

Daily Search Cast - Guess Who's Co-Hosting?

By Li Evans

Many of you know I'm a fan of the Daily Search Cast, with Danny Sullivan on WebmasterRadio.fm.  I love the rants, I love the news and I even love it when Danny sings! :)

If you have some free time today at 11:30 EST, pop on into the chat room or just plug in and listen, because yours truly has the honor of co-hosting with Danny today.  Thankfully my voice has fully recovered from SES last week (yes, I lost it again!).

Daily Search Cast

March 15, 2007

SMG on Good Karma

By Li Evans

Goodkarma If you are big fan of WebmasterRadio.fm like I am (yes on most days you can even find me in their chat for the Daily Search Cast), you'll be familiar with Greg Niland's show, Good Karma.  Since this month is international women's month (last week was the actual "day"), Greg wanted to highlight some great women in this industry and ask me to help.

So if you have some free time at 4 p.m. EST, stop on over to the WMR chat room and chat with us, and/or you can listen to us live as well through WMR's feed.  If you missed it, I'll post a link once the great engineering crew over there posts the version for download.

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