I want to start by stating very plainly, there is no such thing as a simple web page. Not anymore.
Consider this, interactive new media products are living organisms that will either thrive once launched – like living creatures, if they have a healthy gestation, these things can grow strong over time leading long, healthy lives – or, if malnourished or traumatized during their incubation, will die a slow, painful death in the petri dish. The cost of birthing one of these “organisms” can not succeed if the stake holders don’t respect the process.
I discovered a NetFlix job posting for the role of Director of Encoding Operations on the StreamingMedia.com job board – I decided to red-line the job post with the dialogue as I heard it play out in my head – There is a true irony about the timing and wording of their post, especially in light of the recent announcement Chief Executive Officer Reed Hastings made, “Netflix Inc. may allow customers to pay solely for online-video streaming by late this year or 2010 as more viewers watch content directly from the Internet“. I suppose they have to get it working first though…
The special “skill set” as described is foreboding, to say the least – but jobs are tight and it seems like they are hiring, so go for it if you qualify.
Today was an especially productive day – I sent the final draft of an article I wrote for Streaming Media Magazine on The “search” for real VSEO… to the editor.
It was an exhaustive journey into the realm of SEO. I spent a lot of time in WebEx sessions and engaged on my own traveling the paths of the end user to discover video on-line. I asked myself a lot of questions, went a step further and really tried to listen to some experts for guidance. I’d like to thank Mark Robertson publisher and founder of ReelSEO for his patience and enthusiasm, Accordent Technolgy’s for being my Enterprise go-to guys/gals and EveryZing that let me get inside their product and their minds!
There are many tools that can be used to help users select keywords that result in good positioning for Google results; such as Google Insight for Search.
Google Insight reports that over the last 90 days, searches with the keyword video outnumbered keywords searches for sex, god, and Obama. So what do the numbers on the graph mean? According to Google Insight for Search, “The numbers on the graph reflect how many searches have been done for a particular term, relative to the total number of searches done on Google over time. They don’t represent absolute search volume numbers, because the data is normalized and presented on a scale from 0-100; each point on the graph is divided by the highest point, or 100. The numbers next to the search terms above the graph are summaries, or totals.”
In practice, simply adding the word video to a site makes it more likely to come up in a search, but there are also 3.38 billion other results for the keyword video on Google, so the competition is tight. The trick is to find the magic combination of keywords that eliminate the competition and push results for your content to the top of the list. You must take the same route one would take to Carnegie Hall, “Practice, practice, practice.”
When asked, “What makes for good VSEO,” Wilde points back toward the fundamentals of “old school” SEO: “Optimize the video’s presentation page using standard SEO techniques; this is also true for videos uploaded to sharing sites. Logical file naming schemes, site structure, use sitemaps and relevant keyword usage throughout the landing page will result in good VSEO.”
If you upload a video to YouTube, you will see how often it is viewed in different geographic regions as well as how popular it is relative to all videos in its market over a given period of time. You can also delve deeper into the lifecycle of a video, determining how long it takes for it to become popular and what happens to video views as popularity peaks. (figure 2) YouTube is also rolling out paid search, a new feature that enables video distributors to buy keywords in YouTube on a pay-per-click basis. Currently, this is only available to agencies.
It’s faster to get a video indexed when uploaded to YouTube or an existing site that is already in Google and the other major search engines. When a site is submitted manually, it takes at least 90 days to begin showing up in search results, but YouTube, MySpace, and other established sites can list the same site in less than 24 hours. Just make sure you don’t rely soley on an up-load of your video, but create a full “channel page” for your videos, those weigh more in Google and others. Make sure you clearly indicate the link back to the site you want end users to go to, include links in the channel pages, and include a lower-third graphic in the video itself with a text advertising your site.
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