OPTIMIZING VISUAL CONTENT FOR SEARCH. November 17 th, #powerofpr
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1 OPTIMIZING VISUAL CONTENT FOR SEARCH November 17 th, 2015
2 THE AGENDA UNIVERAL SEARCH: STATE OF STATE YOUTUBE OPTIMIZATION BEST PRATICES IMAGE OPTIMIZATION BEST PRATICES RESOURCES
3 UNIVERSAL SEARCH STATE OF STATE
4 WHAT IS UNIVERSAL SEARCH? Universal Search or Blended Search, is the Integration of Videos, Images, Maps, Shopping and News within the organic search listings on the Search Results Page
5 UNIVERSAL SEARCH IN % of keyword searches have universal results* *searchmetrics Universal Search Study 2015
6 UNIVERSAL SEARCH IN % of universal search results return images* *searchmetrics Universal Search Study 2015
7 UNIVERSAL SEARCH IN % of universal search results return videos* *searchmetrics Universal Search Study 2015
8 UNIVERSAL SEARCH IN % of video results are from YouTube* *searchmetrics Universal Search Study 2015
9 YOUTUBE BEST PRACTICES
10 START AT THE CHANNEL Think of your channel as a website Your YouTube channel should function as the homepage for your video content Your playlists are your category level pages Your videos are your product or keyword level pages Sample Channel Organization: Mens Fashion Guide (Channel Name) How to Tie a Bow Tie (Video Name) How to Tie a Tie (Play List Name)
11 OPTIMIZATION BEST PRACTICES 1 1. Optimize your thumbnail 2. Optimize your video title 3. Include a link back to your content 4. Optimize your description 5. Use chapter marker as needed 6. Link to your website 7. Include a subscribe link 8. Encourage social engagement Source: reelseo.com
12 OPTIMIZE YOUR THUMBNAIL Make use of color Use a face to connect with the user Use action shots Use copy to give context Brand your content Source: reelseo.com
13 OPTIMIZE VIDEO TITLES Use a keyword to start your title, but make it readable, non-deceptive and give it click-appeal The Title can be up to 100 characters, but YouTube shows only about 70 characters and most often Google Search Results only show about 55 characters on the results page Use sites like Buzzfeed as a guide to writing catchy titles Prime and off numbers tend to catch people s attention Source: reelseo.com
14 OPTIMIZE VIDEO DESCRIPTIONS YouTube only shows about 157 characters of the description before expansion In the first 157 characters: Give the users a reason to click and watch the video Let the user know what they should expect to see and learn from the video Be sure to use all 5,000 characters that you are allotted Source: reelseo.com
15 DON T FORGET TO Link to your website Include a subscribe link to other content, mailing lists, etc Encourage social engagement Source: reelseo.com
16 TOOLS FOR KEYWORD AND VIDEO IDEAS Google Keyword Planner Use this as a both a starting point for your research to find categories, keywords and concepts/ video titles
17 TOOLS FOR KEYWORD AND VIDEO IDEAS Google Trends Use it to understand if search volume for your keyword: is in decline or increasing in search volume and what is trending right now
18 TOOLS FOR KEYWORD AND VIDEO IDEAS Google & YouTube Suggest Use it to understand related searches, other content ideas, and primary/ secondary searches for your titles and video descriptions Source: reelseo.com
19 TOOLS FOR KEYWORD AND VIDEO IDEAS Google Web Master Tools/ Internal Search Google Web Master Tools will provide the top search phrases that led to clicks on your Google search results If you have a search engine on your site, this is another great place to find keywords and ideas Source: reelseo.com
20 IMAGE OPTIMIZATION BEST PRACTICES
21 IMAGE OPTIMIZATION BEST PRACTICES 1. Compress your images to make them small in size 2. Optimize file name and attributes 3. Use a caption under the image 4. If you have a lot of images on your site, use an image sitemap
22 COMPRESS & MAKE YOUR IMAGES SMALL IN SIZE Images usually account for the majority of load time on a webpage or site On prnewsonline.com images account for about 1/5 of the load time Some images can be compressed by 67% without loss of quality
23 OPTIMIZE FILE NAME AND IMAGE ATTRIBUTES Use a keyword for your image name if you have a key phrase use an dashes to separate the words SEOImageOptimization.jpg (do not use this format) SEO-Image-Optimization.jpg (use this format) Always use the ALT TAG Google crawlers use an ALT TAG to put an image into context The Alternative Text should contain relevant keywords and a short description of the image s content (maximum 10 words)
24 USE A CAPTION UNDER YOUR IMAGE According to KissMetrics: Captions under images get read 300% more than body copy Captions under images are just as important as file names and ALT TAG text
25 VIDEO BEST PRACTICES 1. Optimize your thumbnail 2. Optimize your video title 3. Include a link back to your content 4. Optimize your description 5. Use chapter marker as needed 6. Link to your website 7. Include a subscribe link 8. Encourage social engagement 9. Use video sitemaps IMAGE BEST PRACTICES 1. Compress your images 2. Optimize file name and attributes 3. Use a caption under the image 4. Use image sitemaps Source: reelseo.com
26
27 OPTIMIZATION RESOURCES 27
28 OPTIMIZATION RESOURCES Search Metrics Google Universal Search 2015 Creator Academy YouTube Analytics YouTube Cards Google Keyword Planner 101 REELSE.COM YouTube Description Optimization Gawker Image Case Study Moz Image Case Study Soren Skriver Image SEO Best Practices Video Sitemaps Image Sitemaps KissMetrics Caption Blog Post
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