Three SEO Tips for Videos
Day by day, the Web is shifting from a text-dominated culture to one populated by video and audio messaging. The popularity of video sharing sites such as YouTube and iFilm along with the increasing use of video on mainstream media firms’ sites is propelling marketers to become part of this online video revolution.
But, as with any content posted on the Web, you first have to let people know it’s there to get significant viewership. To help marketers with this challenge, video search engine firm blinkx has developed a whitepaper and wiki (which is an open-access Web site that allows visitors to edit information presented in an encyclopedia style) that offers guidance on how to optimize videos for better search engine results.
The following SEO tips were culled from binkx’s untitled whitepaper, which has been used as the content foundation for its wiki (firstname.lastname@example.org):
Tip #1: Be aware that every time your video is converted to a new format, such as when you upload it to a hosting site like YouTube, the metadata can be stripped. When converting your own files or submitting them to other sites, make sure your metadata stays attached and thus can be found by search engines.
Tip #2: Keep junk metadata out of your fields. The tools used to create video files can attach irrelevant metadata to the content, so you will need to invest in a cleansing tool that helps maintain a pristine metadata profile. Binkx mentions Sorenson Squeeze, Autodesk Cleaner and CastFire as a few options.
Tip #3: Place your metadata in the title/description, tags, sitemap/RSS feed and the format itself. If you are submitting your video to a hosting site, you likely will be provided fields in which to submit your title, description and content tags. If you host your video on your own site, then keep the title and description close in proximity to the file for search engine spiders to make the connection. And, if you link to the video from other pages, be sure to use anchor text. Tags, obviously, should be as relevant to the content in the video as possible; tag abuse is rampant on video sharing sites and muddies the search results of interested viewers. A smart move is to provide search engines with a sitemap to your videos; if the sitemap is delivered via an RSS feed, remember that you can insert metadata into the feed itself. Finally, a growing tagging practice is to input metadata into the video content via tags that are similar to id3tags found in mp3 music files. Basically, certain types of video creation and encoding tools allow users to insert “a title, description, tags, mechanistic metadata regarding the format, encoding quality and even a full text transcript,” reports blinkx.