Live from Pubcon Vegas: SEO for Multimedia and Rich Media

By Janet Driscoll Miller | Nov 9, 2010
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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:

  • content
  • strategy
  • optimization
  • promotion

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:

  • promotional
  • documentary style
  • learning and teaching
  • news and information
  • comedy and entertainment

Some production tips to make your videos stand out better:

  • camera equipment
  • lenses
  • lighting
  • special effects
  • motion graphics

Some top level optimization tips:

  • title
  • description
  • tags
  • captions

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.

You Like The Juice? Juice is Good? – watch more funny videos

Morgan Brown

Next up was Morgan Brown with 25 steps to video search domination. Here they are (but I did miss one…):

  1. Create compelling content.
  2. Save your money. You can do video inexpensively with handheld camcorders and the like.
  3. Go short. 19.4% leave after 10 seconds and 44.1% leave after 60 seconds.
  4. Create thumbnails that get attention!
  5. Optimize your titles. Video SEO is much like SEO was 10 years ago.
  6. Add your descriptions and optimize with keywords.
  7. Nail the end slate. Give them something to do after they finish the video.
  8. Make an offer (like a coupon).
  9. Make it easy to share. Videos with social media share options get 20% more traffic.
  10. Add video to your website. It’s great link bait and sticky.
  11. Have a video Sitemap — make sure it’s error free. Validate them.
  12. Add transcripts.
  13. Put video on pages that convert. It can help improve conversion!
  14. Put it on Facebook. It’s the #3 video site on the web right now. It’s also the #2 referrer to YouTube.
  15. Also put it everywhere else!
  16. Tweet it. Video now plays in twitter.com
  17. Keep them watching. Create a call to action to become a channel subscriber.
  18. Get subscribers.
  19. Comment, comment, comment.
  20. Track and learn from analytics.
  21. Be what people are looking for.
  22. If you create your own embed code, put your own anchor text in there.
  23. Drive views with promoted videos.
  24. Put it all together.

Brian McDonald

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).

Marty Weintraub

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.

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  • Morgan

    Thanks for the write up! I appreciate it. The missing tip is #11 – get the basics of on-page SEO right for pages on your site that contain video. That includes proper title, heading and optimized copy, links/anchor text and descriptive copy that explains what the video is about, etc. Hope that helps!