Next up was a session I was really excited to learn more about: SEO for multimedia and rich media. It’s a topic that can seem mysterious if you’ve never done it before, so I was looking forward to hearing great tips from the panel. The panel included Brian McDonald of Barefoot Proximity, Morgan Brown of ScoreBig, Wesley Cox of Winston Media, and Marty Weintraub of Aimclear.Wesley Cox
Wesley Cox was the first speaker and covered Video SEO — The Next Frontier. Wesley said it’s really an emerging opportunity to leverage more rankings, given the integrated web results. Wesley compared the boom of video SEO to the Oklahoma land run of 1889. Google is putting such a high importance on video, it’s like free land or free gold. Google loves videos and wants to rank more videos. Google prefers video over web pages 50 to 1!! You just need to make it easy for Google to find your videos. Wesley said video SEO is described best by Kenny Powers; it’s “dolla dolla bills, y’all”.
There are four points to consider for video SEO:
Have a strategy for video. It can be an effective way to communicate the brand position and is a powerful touch point. Focus on features, benefits, key differentiators, core brand values, positioning and integrated communications. Also know your audience. What drives them?
There are several styles of videos:
Some production tips to make your videos stand out better:
Some top level optimization tips:
There’s not much magic or voodoo to video SEO. Create a video Sitemap and see Google’s guidelines.
If you want link juice, though, you’ll want to post the video on your own website. It also gives you more control and more optimization options.
Next up was Morgan Brown with 25 steps to video search domination. Here they are (but I did miss one…):
Brian was up next. He first said that you should put videos up on multiple sites, both on your site and YouTube. It allows them to test thumbnails, capitalize on Google and YouTube searchers and analyze the different data.
Brian has been doing testing with the different platforms. For instance, through testing, he found that Vimeo tends to be a more technical audience, so they customize the videos there accordingly, with more technical data.
Brian also discussed how a “non-Flash” version is important if you use Flash. He showed how the new Google preview area needs readable content, else the preview is essentially blank, much like it is on Bing as well. Use a noscript tag to share content outside of Flash with Google (and Bing).
Last up was Marty Weintraub. He provided a handout with a cheat sheet created by Manny Rivas at Aimclear for YouTube optimization.
Marty focused on a few tools and demonstrated them live. Scrape Box can be used to scrape a site and pull the list of Google suggest. Then you can use the tool to remove duplicates. Pretty cool to see what is in Google suggest in YouTube as well.
Marty then focused on data extraction. Not only do you want to tag videos, but you want to see who ranks on video. Mozenda will take the suggest options from the YouTube search box and will show what other videos rank for that term. He showed a live demo, and it was very cool. Basically, it’s a YouTube ranking report. Very neat. You’ll need to download Mozenda’s extraction agent and also Marty’s agent at: aimClear-YouTube-mozenda-Extraction-Agent-11-7-10.