Digital Marketing Consultant

Comment from John Danenbarger: I cannot remember which publication had this article, but forgive me for not crediting you.

How To Use Video SEO To Jump To The Top Of Google Search Results

Editor’s note: In the following guest post, Fliqz  CEO Benjamin Wayne  reveals some of the secrets of using video to help boost the search results rankings of your website. Fliqz is an online video platform.

As most search engine optimization (SEO) experts are aware, getting a first-page Google result is harder than ever. Not only do Google’s search and indexing algorithms continue to evolve in complexity, but Google has given over more and more of its search results real estate to “blended” search results, displaying videos and images towards the top of the first page, and pushing down—and sometimes off the page—traditional web results that would have otherwise competed for top rankings.

But where problems arise, so do opportunities. Although Google’s newfound enthusiasm for video has created more competition for fewer traditional search results, it has enabled sites with video assets—even sites that would otherwise score poorly in the Google index—to successfully achieve first-page rankings. In fact, Forrester Research found  that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking.

Here’s what a blended search result looks like for the search query “777 built in 4 minutes “:
 
Those images at the top of the search results are video thumbnails, and today, there’s only two ways to get there:

1. Upload your video to YouTube.

The advantage of this is that you are 100% certain to be indexed into Google’s search engine. This does not guarantee you’ll get a first-page result, but at least it ensures that Google knows your content exists.

The drawback, of course, is that anyone who clicks on a YouTube result will be taken to YouTube, which may be fine if your goal is branding (i.e., you only care that people watch your video). If your goal is driving traffic, as is typically the case with SEO, this won’t be a successful strategy.

Your other alternative is:

2. Video SEO

Video SEO is a set of techniques designed to make sure that:
•    Google finds your video content
•    Google successfully indexes your video content
•    Google will display your video content when specific keywords are entered as search terms

Here’s how to make it work:

You Need Video Content

Google is fairly flexible in what it considers to be video content. You can use actual video footage, but screen captures, slide shows, animated PowerPoint slides, and other content will work just as well. Google can’t actually “see” what’s inside the video content, so it relies on title and other meta-data to determine what content your video actually contains.

Submission, Not Discovery

With traditional web pages, Google utilizes crawlers to discover and index web content. Unfortunately, Google can’t read Flash very well (although it is trying), and as a result, most video content is invisible to Google’s search crawlers. Therefore, the best way to appear in Google’s blended search results is to submit your video to Google using a Video Sitemap . This is similar to an XML sitemap, but is formatted specifically for video, and only contains information about your video content. It is submitted using Google’s Webmaster Tools.

The most common error in Video SEO is to assume that because you have submitted the web page on which a video resides, that the video content itself is being indexed.

You’ll also need to make sure that you have a robots.txt  file on all video pages, to ensure that Google can easily verify that the locations on the Web you’ve submitted do in fact exist, and that they contain embed codes which indicate the presence of a video.

Title and Title Tags

When ranking videos, Google primarily considers the match between search keywords and the video title. Although Google allows you to submit other meta-data such as description and keywords, these currently don’t have much influence on your search ranking. Google likes it when the title tag of the page matches the title of the video, and will give a higher weighting for results where this is the case.

Video SEO is Long Tail

Like traditional SEO, you’re much more likely to see results with Video SEO if you target more specific, or longer tail, search terms. A video titled “Dog” is unlikely to produce a first-page ranking, while a video titled “German Shepherd Police Dog” will be more likely to score well in Google’s algorithm. Since Google can’t determine the actual content of the video, you might consider submitting the same video multiple times with different titles that match potential search terms.

New and Small Don’t Matter

With traditional SEO, the age of a website is an important consideration for Google in deciding its ranking. Google also considers things like the number of pages on the site, and the number of links to the site, along with the importance of the places those links originate.

In Video SEO, none of this matters. This means that even new sites and small sites can compete on equal footing with larger and more established players. Publishers who are too small or too new to even consider traditional SEO can still be taking advantage of Video SEO opportunities.

For the Foreseeable Future, Video SEO is a Winning Strategy

As time goes by, Google’s discovery and indexing of video content will no doubt become more sophisticated, and as competition for video results increases, it will become harder for sites to achieve these first-page rankings. However, the number of web pages still massively outnumbers indexed video assets, and for as long as that continues, publishers will have an opportunity to jump to the top of Google’s search results through Video SEO.

It is exciting to develop and build a new website and waiting for visitors to come.   But if the content on your site fails to convert into sales, you will have to reconsider your strategy.

Most people think of content on a website being that of text.  The trend that has been growing is much more visual and interactive than just text.  Audio presentations, surveys, quizzes and video continue to become more popular in website content.   A video that can actually provide a demonstration of how a product works will prove to be a much more effective selling tool as compared to just a text written description about the product. It is a fact that video sells.   The video engages the visitor and keep them at your website for a longer period of time.

Your visitors will absorb the content on your website in a variety of ways.  Some people enjoy reading and some may prefer to see a video and others may prefer listening to an audio.  This is why it is important to diversify .

Creating content presents a challenge for a lot of website owners.   It is as if they get  writer’s block .  Now what should you do?   You could hire a copywriter to interview you and get the information to provide excellent content.   

Great contact can be obtained by following the plan below.
•    Compose a 1000 word article.
•    Turn the article into a podcast.
•    Create a Powerpoint presentation to upload to DocStoc, Scribd , or SlideShare.
•    Put the article into a PDF format and upload it to a variety of networks.
•    Create a video by simplifying information and uploading to Revver.com or to Youtube.

If you would like to see how well your website works, get a full report http://bit.ly/Order_Your_Audit.  If you just want to know how to best market your website, see our Wisdom Book.

Like Tubechop, Speakertext allows users to omit the boring parts of a video; however, the service's transcription component offers a new and important twist. Says CEO Mireles, "At some point, longer videos become useless. It's the metadata and the fact that we're allowing it to be indexed that make this a great tool."

The service uses the YouTube API and replaces the YouTube player with a Speakertext player. Users can search video text for relevant quotes and embed the linked quote or the Speakertext player and video into their blogs. To index your own video with the system, you can either transcribe it yourself or opt into a Mechanical Turk package. For $20 dollars per hour of video, you can have speeches, events and podcasts transcribed. The company plans on creating a premium service and launching on additional video platforms in the months ahead. For now, Speakertext offers the following benefits:

Attribution & Monetization: Says Mireles, "Video piracy often happens because users can't get the clips they want from the original publisher. We're building a monetizable search strategy for video publishers." Because Speakertext just sets the original video to a new start point, there is no need for a new file to be uploaded by a secondary publisher. In this way, the secondary publisher highlights the content they want and the original publisher maintains credit, links from search and potential revenue channels.

Accuracy: Stop for a moment and think about the quagmire of misinformation swimming across the web right now. From religious figures to political candidates to CEOs, there is no shortage of misquotes in the media today. If you want to be a transparent company, government or influential entity, video transcription is a great way to dispel myth from fact. The company will also crowdsource transcription accuracy in a method similar to that of the Worldwide Lexicon Project.

Education and Research: Video has been a boon for visual learners. Now, rather than simply searching titles and descriptions, transcription will allow users to find valuable educational resources. The company is already speaking to open courseware proponents to increase access to quality materials.

Mireles points out that Google is currently in the process of automating captions for YouTube. Says the startup founder, "We have no doubt whether searchable video like this will be the standard in 5 years. We just want it to be us that does it."

Launching January 5, 2010. at 5pm PST at speakertext.com.