A GUIDE TOSEARCH ENGINES, SEO & VIDEO SEO

THE BRAND SHOP

Search Engine Guide Index

Search Engines & Search Engine Optimisiation• Framework• How search engines work?Search Engine Strategies• SEO in General• SEO for GoogleVideo Search Engine Optimistation• VSEO• YouTube

Where viewers come from?

• More than half of all visitors to that enter a website come from a search engine rather than a direct link. (McCarthy, 2006)

• 73% of search engine users never look beyond the first page of return results (Jansen & Spink, 2006).

• Less than 10% of users click on results that appear after the third page.

Definition

Search Engine Optimisation (SEO) is the process of ensuring:

• that search engines are more likely to find and access you web pages.” (Computer world, 2007)

• that your content appears in the first search results, to attract as much quality traffic as possible.

Search Engines Structure

Name Webpage Keywords Links

Thebrandshop www.thebrandshop.com.au Advertising, marketing,…

20

DowntoBIS www.youtubechannel/downtobis

Tutorial, marketing…

2

delicious www.delicious.com Blogs, bookmarks…

45

Entry Tag

Meta-TagMetadata

A Extremely Simplified of Search Engine Database

Every search engine has its own method to search and rank websites.The idea is that if you know some of the main elements taken into consideration by the search engine to rank a website and how important each element is, you can optimise them to influence your ranking. This is what SEO is about.

How SE Work

• Most search engines are what is called “crawler-based”, which means that they rely on little programs called “spiders” to crawl the web in order to create new entries in the database.

•It takes around 3 months for these spiders to have a look at the entire web.

The indexation is therefore not so much about what is on you page but more about how your website relates to the websites around it.

Crawler Based Search Engines

SEO Strategies

• Choosing appropriate keywords• Getting indexed• Using On-page Optmisation• Building Off-page Optimisation

SEO Strategies

Choosing appropriate keywords

Developing a list of keywords / phrases that the users will type in the search engine, including determining how competitive each term is and how often each term is used.

Screenshot of Google Adwords Keyword tool

SEO Strategies

Getting indexed

It takes at least 90 days for search engines to “crawl” the entire web.

Submit your site directly or have an indexed site linking it.

SEO Strategies

On-page Optmisation

You can influence on-page component such as domain name, page title, meta-tags, without violating the search engine guidelines.

Meta-tags are visible or invisible piece of code you include on to your webpage to tell the search engine what goes where in the database in order to avoid mistakes and optimise your indexation ie key words, pages content, image descriptions...

In 2006 BMW’s website was removed from Google index because it used non-sense and prolific keyword on an invisible page to rank better in Google.

SEO Strategies

This mainly consists on a technique pioneered by Google called link analysis, which looks at how pages relate to one another.

Off-page Optmisation

The general assumption is that a page that many other link to is probably more important than one that stands on its own and thus should get its ranking boosted.

Google Search

Search Engine Market Share

Google represented in 2009 64.6% of the search worldwide and 88% in Australia (Nielsen MegaView Search, 2009)

SEO for GoogleRanking CriteriaIn 2007, the www.v7n.com ran a competition, to determine the most efficient off-page optimisations.

-Having links with pages that rank high in Google, as these website are considered as having some authority in their field.

-Having links with as many pages as possible, which include linking and being linked by other pages and blogs.

-Increasing the number of people bookmarking you on del.icio.us, which is a website allowing users to bookmark their favorites pages and share those bookmarks.

Three main techniques to link your website seems to achieve better results in ranking:

SEO for Google

Blended Search / Universal Search

Old Google Model:Previously a web search on Google would only return web pages and document contents, items such as images and video were not included

New Google Model: Universal searchA web search on Google can now include multiple types of information such as images, video, news, maps, books, and products.

SEO for Google

‘Universal search’By allowing users to embed their YouTube videos directly onto their website Google can now count things like how many times a videos is viewed.Any views of embedded videos received on your own site get added to the “views” tally on YouTube and therefore helps your site to rank better.

Web site with Video content are 57 times more likely to appear on the first page of results than text only pages.

Video Search Engine

Traditional search engines are usually inadequate for finding video content results as they focus only on textual or metadata within web pages rather than looking at actual video files themselves.

Thus video search engines have emerged to compensate for the weakness of such straight HTML-focused search engines.

Business week reported that in Nov 2008 there were 12.7 billion video views for 12.3 billion online searches in general. That means that video viewing has surpassed website searching!

Search Engines vs. Video Search Engine

Video Search Engine Optimisation

First Generation of Video search engines

Google belong to the first generation of SEO although YouTube is currently migrating to the second generation.

Very similar to regular web search engines, they only look for videos or images. When they find the appropriate type of content, they will look for metadata and try to extract info from the text and web pages surrounding the video.

Video Search Engine Optimisation

Second Generation of Video search engines

YouTube also started recently its migration to a second generation search engine by offering to attach a transcript to you video via direct upload or a speech recognition online software.

As well as searching for textual metadata, second-generation video search aims to understand and extract meaning from the video itself.

Second generation video search engines use methods such as speech recognition, visual analysis, recognition and video optical character recognition to allow software to listen to, watch and read the text appearing on the video content itself.

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YouTube & VSEO

- IndexationYouTube enables you to have your content listed in 24hours rather than 90 days.

- Title and descriptionYou can enter your owns and avoid some miss-descriptions.

- Tags & metadataYouTube gives you the opportunity to provide tags. In the case of first generation video search engines, this may be the only information by which your video is judged. Youtube also automatically applies metatags to your video based on views, ratings, tags etc...

- Audience80 millions videos watch each day.

Advantages of using YouTube as a host for VSEO:

YouTube & VSEO

YouTube up-load check list

YouTube & VSEO

More view = More weight = Better Ranking!

Remember that each video has a shelf life of 48 hours before it is moved from the Daily Most viewed to the weekly most viewed, so you have to act quickly.

There are about 80 millions videos watch each day on YouTube, and a significant part of these views come from people clicking in the “Most View” or “Most Discussed” tabs. If you can manage to have you video in that tab, you can potentially grab 1/20 of the clicks on that page! This is the most efficient strategy to get views.

YouTube & VSEO

Audience leverage

Blogs: Reach out to individuals who run relevant blogs and encourage them to embed your video. Forums: Get your video embedded in a current threat or create new ones. Facebook: Build a sizeable presence on Facebook, share a video with your entire friends list, create an event that announces the launch of the video, post the video on Facebook video with a link to the original YouTube Video.  Building a reputation on blogs a forum takes time and needs some commitment. If you want people to listen and watch what you have to say you will need to start by listening and engaging with your audience. It is highly effective but you will need to spend some time to build strong relationships..

YouTube & VSEO Audience leverage – Other Tactics

Market your Headline and Title:Title on YouTube can be changed a limitless number of times. Try to generate views to achieve your strategy before giving your video the most relevant title.

Thumbnail:YouTube provides 3 thumbnail options including grabbing the exact middle of the video, so make sure that this frame is interesting! It should be clear (suggesting HD) and appealing.

Commenting: To maximise the number of people watching your video and get on the ‘most discussed video’ create some sort of controversy in the comment section.