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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 l.jpg

Video Search Optimization

Eric Papczun

SES Chicago

December 4th, 2006


The players l.jpg
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 l.jpg
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


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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 l.jpg
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


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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 michael richards l.jpg
Optimize Titles and Descriptions:“Michael Richards”

Top Results for query


Optimize titles and descriptions kramer l.jpg
Optimize Titles and Descriptions:“Kramer”

3 instances of “Kramer” in title and description


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Video and Text Should Play Together

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



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Video Site Map

H1 Tag “Video Site Map”

Repeat News and Video Keywords

“CBS News Videos” not “CBS News”

Provide Links to RSS Feeds



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Optimize Anchor Text in Links

Use Primary Keywords in Text Links


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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


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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 l.jpg
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


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Thank You!

Eric Papczun

SES Chicago

December 4th, 2006


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