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Video Search Optimization. Eric Papczun SES Chicago December 4 th , 2006. The Players. Share of Video Streams* 20% - My Space 11% - Yahoo! Sites 9% - YouTube 4% - Time Warner Sites (CNN, CNNMoney) 4% - Viacom Sites (CBSNews, CBS, Sportsline) 1% - Google Video Share of Traffic**

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Presentation Transcript
video search optimization

Video Search Optimization

Eric Papczun

SES Chicago

December 4th, 2006

the players
The Players
  • Share of Video Streams*
    • 20% - My Space
    • 11% - Yahoo! Sites
    • 9% - YouTube
    • 4% - Time Warner Sites (CNN, CNNMoney)
    • 4% - Viacom Sites (CBSNews, CBS, Sportsline)
    • 1% - Google Video
  • Share of Traffic**
    • 33% - YouTube
    • 15% - MySpace Videos
    • 8% - Google Video
    • 3% - Yahoo! Video
    • 3% - MSN Video
    • 2% - Yahoo! Video Streaming

*Source: IPOS Public Affairs, July 2006

**Source: Hitwise, USA, Market share within “Entertainment – Multimedia” category, December 2006

the trend
The Trend
  • 54% of Online Users Consume Video Online*
  • 72% Watched News Video Online*
  • Video Consumption is Moving from TV to Video Sites and Eventually to Search
  • Now is the Time to Optimize Your Video Assets!

*Source: IPOS Public Affairs

the roadblocks
The Roadblocks
  • Lack of a Simple and Consistent Taxonomy for Producers to Use
  • Search is Too Dependant on Text from Video’s Corresponding Web Page
  • Flash Video Players
  • Ugly URL’s with Lots of Parameters
video optimizing for news sites
Video Optimizing for News Sites
  • Train Editors to Think Like Video Searchers
    • Target keywords for each video
  • Encode for the Right Keywords
    • Title, description, and keyword fields are key
  • Use Keywords in Filename
  • Keep video files in one directory
  • Surround Video with On-Page Relevant Text
  • Crosslink to Videos using Keywords in Anchor Text
  • Create a Optimized Video Sitemap
  • Upload Videos to Search Engines
think like the video searcher
Think Like the Video Searcher

Michael Richards makes headlines on 11/17 with racial tirade

People search for “Michael Richards” and “Kramer” to find news and video

optimize titles and descriptions kramer
Optimize Titles and Descriptions:“Kramer”

3 instances of “Kramer” in title and description

video and text should play together
Video and Text Should Play Together

CNBC.com’s new site does a nice job of surrounding videos with text content

video site map
Video Site Map

H1 Tag “Video Site Map”

Repeat News and Video Keywords

“CBS News Videos” not “CBS News”

Provide Links to RSS Feeds

optimize anchor text in links
Optimize Anchor Text in Links

Use Primary Keywords in Text Links

increase distribution
Increase Distribution

Bulk Video Submission Tools:

  • Google: https://upload.video.google.com
  • Yahoo!: search.yahoo.com/mrss/submit
  • Blinkx: www.blinkx.com/rssupload
  • Singing Fish: search.singingfish.com/sfw/submit.html
brand yourself in video
Brand Yourself in Video

Target generic video search keywords like “news video” to build online brand

Be an early mover in paid search

-NY Times has lead the way

for google video links anchor text are still king
For Google Video:Links & Anchor Text are Still King

Top 10 results for “paris hilton”

Appears to be strong correlation between ranking and allinanchor

Title is second most important factor for this query

Freshness helps

allinanchor:paris hilton

thank you

Thank You!

Eric Papczun

SES Chicago

December 4th, 2006

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