Rockstar Tips on How to Optimize Videos For Search

• In regards to the “Related Videos” section of YouTube…
  • Google uses text-matching (using the video headline, captions, and description) to find videos that are important and/or relevent to the current video.
• Google also looks at the total number of views and video  ratings to determine quality and match.
• The easiest way to find terms that will relate well to current videos is to use the autofill search, which auto-completes using terms and phrases that have been recently searched for in YouTube.
  • There is also a YouTube keyword tool that will suggest keywords based on given terms or even current videos.
• If you must have a brand within your video title, put it at the end.
• Integrating the target search term in the title is best.
  • Fluffy titles like “Walking on the beach” does nothing for you if you are advertising hotels in Aruba.
• Put the target search terms in the video description as well.
  • Use the description to really capture the long tail of video search.
• Try and create related videos that will show up in the sidebar.
  • Most YouTube viewers watch about 6 videos in a batch, not just a single one.  Having related videos helps keep the audience in your space.

Paul was up next… here’s a run-through of his preso’s top takeaways:

• The video metadata that shows up in Google search is the video title, length, date, and a thumbnail.
• Enabling an expiration date of videos (where applicable) will help to keep only recent and/or relevant videos in your video sitemap.
• YouTube likes it when users provide extra metadata to their videos…
  • Examples are content location, player location, duration, expiration date, publication date, and country restrictions [if your video is illegal to view in certain places].
  • Adding this data will make YouTube happy and also give you a boost in Google search.
• The most common problem with getting video indexed in YouTube (after submitting a video sitemap) is if your site is blocking GoogleBot.
  • Make sure you allow the bot, have unique video URL’s, and ensure that your content is visible on the play page.

Grant Crowell was up next, delivering a synopsis of video search optimization outside of YouTube as well as an ultra-secret tip that Yoast will soon be releasing a WordPress video SEO plugin that actually works… here’s a look at his key points of advice:

• There are advantages to not hosting your videos on YouTube
  • Better targeting capabilities
  • More control over video & thumbnail
  • No competition, no revenue share, and no takedowns
• Try using a video management tool such as BrightCove to manage all of your video assets, and get access to custom video players.
• Video creation can be as simple or complicated as you want.
  • You can use professional videographers
  • Hire video talent
  • Conduct guest interviews
  • Make use of Vloggers
  • Post user-generated videos
  • Even post webcam material

The Q & A was very insightful and offered great tips & tactics…

• Q: Does video age matter?
• A: Greg Jarboe pointed out that new videos do in fact get a boost.  The first 3 days are precious in terms being the most visible.  If you miss that window or need a boost, editing your video title or description will make Youtube think it is a new video again.
• Q: What type of thumbnails create the most clicks?
• A: The panel agreed that people like faces the best and text is a definite no-no.
• Q: What are some video description best practices?
  • Paul Carff concluded that it must be of good quality, be relevant, timely & original.
  • Grant Crowell recommended using phrases such as “Top 10” or “Best” to grab user attention and take advantage of curiosity.
  • Greg Jarboe told the audience to simply create a story.

Hat-tip to the panel for an awesomely informative session on video search optimization. Stay tuned on AIMCLEAR blog for more coverage of #SESCHI & live-tweet coverage from Lauren (@beebow), Lindsay (@lindsaylorraine) & myself (@aengleson).