Video Optimization Lessons from #Pubcon
Wesley Cox is up first.
Video SEO is the next frontier. There is a lot of opportunity, low barrier to entry. Over the last 24 months, Google started adding more and more to their SERPs.
Google loves video. They show a preference toward them. They put them in the forefront often. Why? They are often very relevant results.
Very few videos are optimized. Google is looking for your videos. You just need to show them what they want. They will then rank them. It’s easy. You just need to do it.
For video SEO strategy, think about your core brand values, products, services, offerings, features and benefits, key differentiators, positioning, and integrated communications.
Know your audience. The various styles of video include promotional, documentary style, learning and teaching, news and information, comedy and entertainment.
For production tips, use good camera equipment, lenses, lighting, special effects, and motion graphics. Production process includes creative strategy, storyboarding, script writing, production planning, shooting, editing.
For optimization, optimize the title, description, tags, and captions. It is not as voodoo as regular SEO. It’s pretty straight forward. Follow what Google tells you to do. Do a Google Video site map. Just follow the instructions.
Track success by monitoring views, comments, ratings, social graphs, etc.
Morgan Brown is now talking about 25 steps to video search domination.
Video is going up, up, up. It is a total land grab. He agrees.
38% of online users find video via search. Search is the #1 referrer to web videos. A video is 50 times more likely than a text page on the same topic to appear on Google SERPs. The thumbnails are very compelling to click on.
HERE ARE HIS TIPS…
Create compelling content
Save your money. (Do it cheap)
Keep them short.
Create good thumbnails
Optimize your titles
Optimize your descriptions (first 140 characters)
Nail the end slate (give a url)
Make an offer
Make it easy to share
Add video to YOUR site
Get the basics right
Put video on pages that convert
Use video site maps
Put your videos on Facebook (#3 in viewership)
– and everywhere else (tubemogul)
Keep them watching. Use playlists, annotations.
Get subscribers. Ask them to do so.
Comment, comment, comment
Track and learn
Be what people are looking for
Maximize benefits of sharing
Drive views with promoted videos (YouTube)
Put it all together
Be sure to validate your video site map with Google. If it is broken, they will ignore it. Give YouTube your transcription.
Brian MacDonald is next from Barefoot proximity, talking about SEO for rich media.
Different video locations have different demographics. He produces slightly different videos for Vimeo than for YouTube. He also uses different video locations to test different thumbnails to see which get clicked more.
Again, video sitemaps are critical.
Match your site map
Marty Weintraub is next. He recommends Mozenda and Scrapebox.
The way he showed to use it was incredible. I was so captivated I could not take the time to blog it. I need to check out his blog at www.AimClearBlog.com. In particular, he showed how to use Scrapebox to figure out what people are searching on in YouTube. You can then create videos to match what people want.