The International Search Summit is a conference which has a focus which you don’t find on many conferences: international, the title already says it. Its amazing how little this subject is addressed on the larger conferences. It made Andy Atkins Kruger, an international search expert, start his own conference.
On the day there were many good speakers addressing all different topics. In the morning we saw Steve Capone of Nokia addressing the different international challenges Nokia faces, followed by a great presentation from Mark Neal from Armagard. The second part of the day saw speakers Anne Kennedy, replacing Shari Turow about Website Usability and Gillian Muessig about search in India.
The one presentation I’d like to highlight here is the presentation by Greg Jarboe. After Bruce Daisley of YouTube opened the afternoon with an overview of YouTubes growth Greg talked about video optimization, a growing profession with the growing number of videos online.
Greg Jarboe is president and co-founder of SEO-PR, which provides search engine optimization, public relations, social media and video marketing services. He’s the author of YouTube and Video Marketing: An Hour a Day and one of the people profiled in Michael Miller’s book, Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus.
He started of by showing again the importance of video. After some examples of the differences in language between US and the UK, with “optimizing” and “optimising” as a recurring example, he explains that YouTube is a great way to get different cultures together. But you need to optimize for the right language because there are so many videos out there.
Over 5.5 billion videos were viewed online in the U.K. in February 2010, now there’s a number. He then goes into the importance of optimizing the videos. In that text remains important since the way YouTube is spidering the videos is still very much related to text.
Jarboe gives out a couple of tips on how to optimize the text around your videos. A great tool to help with that is the YouTube Keyword Tool, which helps you get new ideas or type in a YouTube video’s ID.
To get discovered in the search results Jarboe hands out a few tips:
Title: 120 characters
Description: 5,000 characters
Tags: 120 characters
The fact that you can put in 5000 words is very much underrated. You can put in almost an entire article to get found. Use it!
Optimizing your video is not just important for the searches being done on YouTube. You will also find search results when the video you’ve watched ends, so its not just the searches which will help get your video watched.
The importance of optimizing your videos is rising by the minute. There are not only getting more and more videos online, more and more people are using video online. In the presentation before Jarboe Bruce Daisley explained that in 2013 90% of online traffic will be video traffic.
Update: video with Greg Jarboe
I had the chance to talk to Greg and tape a bit of it, below you find his tips about video ON video:
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Hi Bas,
I searched the web a bit for more tips from Jarboe one of them was to post the movie through tubemogul.com kinda like a ping.fm thing but then for movies. So very easy to distribute the movie acros tonss of movie sites and it offers some analytics aswell…
Thanks Rudi, indeed a great tip!
I’m testing the following grey tip
I definitely see an increase in views but insight statistics from youtube take ages to refresh so can’t back it up yet wit statistical data… when testing is done I’ll post the data.
After a video is popular on YouTube, you can edit the category and get it to rank in a new category using the traffic that was built in a different vertical. This tactic surprised me in that I did not know you could change the video after publishing in that manner, though I’m surprised by how well it works. Please keep in mind this only works for videos with existing high traffic.
Found the tip on the blog from David Dalka
I’m testing the following grey tip
I definitely see an increase in views but insight statistics from youtube take ages to refresh so can’t back it up yet wit statistical data… when testing is done I’ll post the data.
After a video is popular on YouTube, you can edit the category and get it to rank in a new category using the traffic that was built in a different vertical. This tactic surprised me in that I did not know you could change the video after publishing in that manner, though I’m surprised by how well it works. Please keep in mind this only works for videos with existing high traffic.
Found the tip on the blog from David Dalka
[...] tip to State of Search, who interviewed Jarboe at the International Search Summit in London this [...]
[...] Greg Jarboe pointed out in his talk at the International Search Summit in London, you have 5000 characters you can use when you are optimising your YouTube videos. And these [...]
[...] Greg Jarboe pointed out in his talk at the International Search Summit in London, you have 5000 characters you can use when you are optimising your YouTube videos. And these [...]
There is a totally different metric in optimising for YouTube and the other Search Engines like Google and Bing.
YouTube is all about, number of views, comments, tags & titles (that is similar with SE optimization) and a whole lot more. But one thing I noticed is that when you optimise for Youtube, you get a pretty good ranking in Google and Bing too with a little effort on link building.
I call it “cross-platform optimisation”
[...] give the highest return on investment, it's still under-invested from a marketing budget …Optimising or optimizing for videos on YouTube: Greg Jarboe explainsState of Searchall 4 news [...]
[...] audiences find your video in the first place. Though SEO tends to give the highest return on …Optimising or optimizing for videos on YouTube: Greg Jarboe explainsState of [...]