WEBINAR B EST P RACTICES & T IPS FOR B OOSTING V IDEO C OMMERCE SEO ✆ May 22, 2012 Dial-in telephone: +1 (914) 339-0029 Access Code: 683-486-508 Webinar ID: 491-814-898 #LCWEB
B EFORE WE GET STARTED … Having technical difficulties? Use the Q&A chat box to let us know. - If we can’t help you, call Citrix at 888-259- - 8414 for technical support. Or you can chat with a Citrix representative - at www.citrixgcs.com/chat. To submit questions during the webinar, use Today’s webinar is moderated by: the Q&A chat box. Questions will be answers at the conclusion of the webinar. Justin Foster Co-Founder & VP Market This is an interactive webinar! Take the Development, Liveclicker polls! F OUNDER OF Everyone will receive a link to a recording of V IDEO -C OMMERCE . ORG the presentation and a copy of the slide deck within 2-3 business days. #LCWEB
THE LEADER IN VIDEO COMMERCE Help retailers and consumer brands sell more products through video The only video solution you need, from production to conversion 99.8% client retention rate A FEW EXAMPLES OF THE BRANDS THAT WE WORK WITH #LCWEB
A UTOMATED VIDEO SEO WITH EVERY UPLOAD Liveclicker helps marketers take advantage of video SEO without costly IT investment Automatically generate and submit Google sitemaps for every video you upload Showcase your entire video library in one location while maximizing search results with a Liveclicker Video SEO Gallery. Track video SEO analytics Intelligent video descriptions and keywords Integrated transcription service #LCWEB
S AVE THE DATE ! August 9-10 | San Francisco, CA Attend the e- Commerce industry’s largest event devoted to online video Save $300 by registering for the early bird rate Get more info at http://videocommercesummit.com #LCWEB
T WEET ! #LCWEB H ANDLES : @L IVECLICKER J USTIN - @V IDEO C OMMERCE M ARK - @M ARK RR OBERTSON T WITTER C ONTEST ! 2 free $50 Apple gift cards will be given out to randomly to anyone who tweets about the webinar today with the hashtag: #LCWEB #LCWEB
W HO ’ S HERE TODAY ? How many videos are you currently using on your site? 8% 9% 38% Less than 10 11 - 50 21% 51 - 200 201 - 500 24% 501+ #LCWEB
W HO ’ S HERE TODAY ? What is your industry vertical? 16% 5% E-commerce retailer 10% Product manufacturer 58% Marketing agency 11% Technology provider Other #LCWEB
S PEAKER Mark Robertson Founder & Publisher #LCWEB
Agenda • SEO Chaos & Evolution of Search • Understanding Search • Video SEO Basics • On-Site Video SEO – Best Practices and Tips • YouTube SEO Best Practices – YouTube SEO Tips – Conversion Tips #LCWEB
EVOLUTION OF SEARCH The ever-changing nature of search 00:09
SEO = Moving Out of Control #LCWEB
Search Engines Get Social #LCWEB
Social Has Always Supported SEO #LCWEB
Lotza Search Engine Updates Google “Each year, Google changes its search algorithm up to 500 – 600 times” SEOMOZ – Panda – Penguin (Webspam Update) – Google Plus, Personalized Search – Knowledge Graph – Schema.org Bing – Now accepting video sitemaps – Deeper Facebook integration #LCWEB
Google “Search Plus Your World” = Big Deal #LCWEB
Google’s Video Index Constantly Changing • YouTube embeds getting indexed • Indexing happens fast • Schema markup for video is introduced (more to come on that) #LCWEB
YouTube & Its Search Algorithm Changing #LCWEB
DON’T FRET IT. CHANGE IS GOOD
Videos Dominate Universal Search 38% of Google searchers were served video in Universal search results * - More than any other category - And it’s growing Sources – *ComScore – Jan 2008 | Searchmetrics, August 2011 #LCWEB
Videos Get More Clicks Across all positions, video results with thumbnails generate consistently higher click through rates. Source: RankAbove.com SEO Firm 2010 #LCWEB
UNDERSTANDING SEARCH Organic vs. Universal vs. Video vs. YouTube 00:18
Universal Video Results – What’s The Intent? #LCWEB
Universal Search vs. Video Search vs. Organic • How do video thumbnails surface in Universal Search? – Search intent – Personalized preferences, history, etc… • What keyword triggers work – The obvious – “video” – Instructional - “how - to” – Informational - “review” “unboxing” “about” – Navigational - website addresses, brand names, brand descriptions, etc… – Long-tail queries with less competition (e.g. homedics brethe air revitalizer) – Transactional keywords don't often trigger - like “buy,” “cheap,” “free,” or “sale” #LCWEB
VIDEO SEO BASICS 00:21
Website Video SEO is Step 2 Keep in Mind: Video SEO is merely an extension of SEO Focus 1 st on general SEO – Keyword research – Site architecture – On-page SEO factors – Off-page SEO factors – Content #LCWEB
Website Video SEO is Step 2 Liveclicker SEO Case Study - Spanx.com What was done? • Completed an SEO audit • Enhanced internal linking • Optimized titles, metadata, etc… The Results? • “Visible lift in page views” #LCWEB
Start with Keyword Research: YT Suggestions #LCWEB
YouTube Related Searches #LCWEB
Google’s Keyword Suggestions #LCWEB
Optimizing for Google vs. YouTube? • Long-tail, transactional, non • Video-centric, entertainment, video-centric etc… #LCWEB
Brush Up on General SEO Best Practices • On-Page SEO • SEO Copywriting • Keyword Research • Etc… #LCWEB
Poll Where are you optimizing your videos for SEO purposes a) YouTube b)Your own site c) 3 rd party hosted video pages/gallery d)All of the above e) None
ON-SITE VIDEO SEO 00:36
How to Check if You’re In Google Videos’ Index • Search @ Google.com/videohp = site:YOURSITE.com #LCWEB
Getting Into Google Video & Universal Search 1. Search Engine Crawls Web & Finds Video – Unreliable 2. XML Video Sitemaps Step 1. Create XML video sitemap. Step 2. Give Google Video XML Sitemap Step 3. Google crawls page to verify video exists where indicated Step 4. Your videos get indexed in Google video • Available via universal search results • Thumbnails displayed if appropriate #LCWEB
Video Sitemap Tips – Javacripts & NoFrames • JavaScript and iFrame publishing can cause issues with step #3 • To get around this, make sure to indicate and match player_loc in the source of the page – Schema Markup – Facebook Markup – NoFrames tags – NoScript tags <video:player_loc> http://site.com/player.swf?v=1232 </video:player_loc> #LCWEB
Random Tips for Video Sitemaps • Robots.txt – Include sitemap location – Allow crawling • Tell search engines which thumbnail to use – Avoid using content_loc when possible • Augment sitemaps with more info for crawling – Facebook Share Markup – Schema Markup • Consider not using “duration” • Monitor 404’s, expire video entries in sitemaps #LCWEB
Schema Markup for Video What is Schema Markup? • Joint effort launched by Bing, Google, Yahoo and Yandex • Structured markup language (like microformats, RDFa, data-vocabulary.org, etc.) “…Today, we’re also launching video support for schema.org. …now the recommended way to describe videos on the web.” – Henry Zhang, Product Manager for Google Videos #LCWEB
How to Markup Videos with Schema <div itemscope itemtype="http://schema.org/VideoObject"> <h2>Video: <span itemprop="name"> Title</span></h2> <meta itemprop="thumbnailURL" content="http://site.com/thumbnail.jpg" /> <meta itemprop=" embedURL” content ="http://site.com/player.swf?123"/> <object ...> <embed type="application/x-shockwave-flash" ...> </object> <span itemprop="description">Video description</span> </div> • Must include the following – itemscope and itemtype – Name (title) – thumbnailURL – embedURL – Description • More info – http://www.reelseo.com/schema-markup-video/ #LCWEB
Working with Schema Markup • Make sure markup is done in the source code for that page. – It needs to be visible without executing any JavaScript or Flash. • You should also submit a video Sitemap – Helps Google discover your videos – Provides additional information about your video content • Use the same information in both your video sitemap, and your on-page markup. #LCWEB
Working with Schema Markup “Using schema.org markup will not affect any Video Sitemaps or mRSS feeds you’re already using. In fact, we still recommend that you also use a Video Sitemap because it alerts us of any new or updated videos faster and provides advanced functionality such as country and platform restrictions.” #LCWEB
Verifying Proper Schema.org Video Markup • Use Google’s Rich Snippet Testing Tool . • Your video may not appear with the rich snippets, but this tool will still show you whether it’s being seen by Google. #LCWEB
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