The following post was originally an assignment for the MA Online Journalism - Online & Mobile Newsgathering, Production & Distribution module.
Introduction
The value of online video is a subject of many commentators online. There are obvious and implicit benefits of having a video on a website, which transcends the limited sensory experience of just having text. According to Fill (2011, p.352), video is an effective device for driving traffic to the site and helps to keep people longer on the site. The popularity of video content online presents the challenge of discoverability. Video sharing sites such as Youtube and Vimeo have phenomenally diffused access to content sharing platforms. This state of affairs makes it more imperative to optimise video content for search engines.
The science of search engine optimisation (SEO) is constantly being revised. Chen, Shih, Chen & Chen define SEO as a blanket term for a range of practices whose end-purpose is to increase organic search traffic referrals to websites. It then follows that Video SEO is the science of ensuring that the video content is noticed and attracts views as much as possible (ReelSEO). The pursuit of a high rank in Search Engine Results Pages (SERPs) has given rise to a growing body of knowledge on how a website can achieve superior search listing. The present study will particularly explore the subject of video search engine optimisation (VSEO).
A selected number of video search engine optimisation approaches were considered and tested. The experiment also explored means of measuring the impact of the methods. The report will culminate with a number of recommendations on the practice of video search engine optimization.
Problem
The value of uploading video online is precluded by the inability of search engines to read its content. Beal and Strauss (2008, p.162) state that it is hard for search engines to find photos, videos, and podcasts online because they do not have searchable text, as do articles. Wayne (2010) remarks that search engines need to be told what the video content is about. It is also the focus of the study to find solutions to optimise the videos so that the search engines notice them.
The ever-growing stock of videos has resulted in an intense competition for a share of the audience. According to Search Engine Watch (2011), 48 hours of video are now uploaded per minute and 20 million videos are uploaded to Facebook per month. This presents the problem of competition for an already inundated audience. Unlike text, which the reader can easily scan through, the viewer has to watch the video to know what it contains. It therefore makes it imperative that video content is properly optimised for it to stand the chance of being recognised by the search engines.
The Uplands Allotment Video http://myhandsworth.co.uk/culture/the-uplands-allotments demonstrates the challenges highlighted in the preceding remarks. The audioslide show was posted on 21 October 2011 both on the site and YouTube, yet as of 14 November 2011 it had only attracted 19 views. Therefore, the present study will explore different VSEO approaches to generate the views.
Importance of Video SEO
The attraction for optimising videos is their higher success rate on search engines results pages (SERPs). Elliott (2009) states that video has about an 11,000 to 1 chance of appearing on the first page of search results, while the text page has about a 500,000 to 1 chance of appearing on the first page of results. Elliot concludes that it means that an indexed video stands about a 50 times better chance of appearing on the first page than a text page.
The other benefit of video SEO is that it can direct traffic to the site (Miller, 2008, p.4). Google video site has a facility to link back to the site, which can potentially attract visitors. A higher number of visits leads to higher SERPS rankings.
The Goals of Video SEO
The highest goal of video search engine optimisation is to rank high on the Google’s universal SERPs. Scott (2011) defines universal search as the rolling out of results from other search verticals into the main results – news, social media, books, shopping and video. He also notes that videos in universal search results have a 41% higher click through rate than their text counterparts. That makes the universal search results the most coveted spot for a video to appear. Fox (2010, p.131) refers to eye tracking studies. The studies reveal that when an image or video is present in the top half of the search results, the searcher seems to start the page scan there, rather than the top left. Fox also states that optimizing for images and video is useful not only because it provides additional ranking opportunities, but also because it enables you to stand out to searchers over the competition.
The other goal is the generation of video views. This particularly applies to video posted on YouTube. A higher viewing means a bigger audience and a positive return on investment (ROI). Higher viewing could also attract advertising opportunities, which could be a revenue stream.
The experiment was conducted with Google as the target search engine. The rationale for focussing on Google is its pre-eminence among the other search engines. Dick (2011) states that in July 2010, Google accounted for more than 90 per cent of the UK search market. It is therefore prudent that one’s online practice is compliant with an influential player such as Google
Hosting and Posted Options
There are two main methods of video content placement online: hosted and posted. Some websites prefer their own hosting facilities to host video content. The present experiment opted for the posting option. The Uplands Allotment slide show was posted on Youtube. The rationale for using Youtube is its prominence among other video sharing sites. Max Adler (2010, p.3) states that in 2009, YouTube had a market share of 73% in the sector of video portals.
SEO Measurement Tools/Instruments
It was imperative to set-up a measurement system before setting out to optimise the Uplands Allotment Video. I used the YouTube insight function, which is a graphical representation of the statistical data on the different aspects of the views. It is a more elaborate feature for measuring the video’s performance. Youtube’s insight function presents the data about the times and the places on the globe where the video was viewed.
I also enabled my website to be measured by Google analytics by pasting a line of code in the head section of my site (Appendix D). The same is also valuable in measuring the visits on the website and effectiveness of the video to enhance the bounce rate on the site.
A Seven Point VSEO Experiment
Textual Context
The video SEO experiment used a seven point approach. The initial idea was to optimise the text content around the video. The plan was to format the accompanying post by including more effective keywords. Certain key words were also emboldened, which is considered as key for attracting the attention of search engines to key words. I also wrote a blog related to the video content and referred to the video by including a link.
Text transcripts and Captions
The single most consuming task in the experiment was the transcription and the creation of captions. The search engines are handicapped in discerning the video content. Producing a video transcript can mitigate this. Cowell (2011) Closed captions helps Google and YouTube better understand what your video is about.
Firstly, the transcript was imbedded in the video on YouTube. The process began by the manual transcription of the video. I took care in making sure that any pauses in speech are highlighted by use of parenthesis as illustrated in (Appendix A).
The video transcript was saved as a plain text document (.txt) and uploaded via the captions and subtitles function in the YouTube channel dashboard. The results were well-synchronised subtitles. In theory the inclusion of subtitles should enhance the ability of the search engines to detect the content in the video. The transcript was also included on the blog post. The text was optimised by indicating the keywords and links were made to important subjects elsewhere. Use Video Captions and Subtitles for Video SEO.
Insert keywords into your video filenames.
Backlinks
At the heart of successful SEO is the process of one’s content being rated by other sites through backlinks. David (2008, p.82) defines backlinks as the practice of linking to parts of content by other sites. Backlinks are an integral part of SEO as they suggest to Google that the content is of value. I was able to talk to a number of influential websites who agreed to include a link of the video on their websites. Birmingham Mail, and Hands on Handsworth were willing to link the video on their websites. However by the time of writing they had not been implemented.
Google Video Sitemap Plug-in
Google Webmaster (2011) recommends setting up a Google Video sitemap in the blog as a way of telling the Google and other search engines about the video content on your site. I was able to install a third-party Google Video Sitemap plug-in.
Posting to Multiple Sharing Sites
As a tactical consideration it is recommended that the video is widely distributed online. The rationale of uploading the video to multiple sharing sites is to increase its chances of being indexed by the search engines. The video was uploaded on Vimeo and YouTube. I also ticked the syndication option on YouTube. However Antezeta Web Marketing (2011), view the practice of distributing video widely as counter productive to the overall video search sector. Antezeta states that the only let-off is that video search engines are currently poor in filtering duplicates.
Video Meta Data
The practice of writing effective meta data is critical to the video SEO. One of these is the description ‘meta tag’. Google (2010) states that the description gives Google and other search engines a summary of what the page is all about. The description is longer than the page title. The limit is 500 characters, which gives an allowance to be as descriptive as possible. Videos also have meta data elements that can be optimized such as titles, descriptions and keywords.
The description ‘meta tag’ was implemented by replacing the existing ones, both on the website and video sharing sites, with a longer and more meaningful version. I had to revise the metadata and used ‘video’ as a keyword. The Youtube Keyword tool was also useful in suggesting popular related terms. The term ‘garden’ was included, which Youtube featured as a popular search term.
I also reviewed the title to make sure it has important – meaningful – keywords. It now reads ‘Upland Allotment of Handsworth in Birmingham Video’. The meta data was populated with more relevant keywords
Social media engagement tools
The last step was to announce the video through different social media platforms. The rationale was to enhance the discoverability of the video. By using Bitly, a URL shortening service, I was able to Tweet it. I was also able to post on myHandsworth Facebook Page. and on the wall of my personal Facebook site. I also bookmarked it on ‘Delicious’.
Recommendations and other Solutions
Most SEO experts have recommended approaches to video SEO, which focus purely on the technology. However Robertson (2010) proposes a more broad approach, which encompasses quality, SEO, and community. Robertson agues that it is not just about metadata and text, but an holistic approach – a mix of offline and online activities.
Hutchison (2008) state that postings on YouTube should be supported by a campaign to spread the word.
Probably the single most important VSEO tip is quality content. The cliché, ‘content is king’, is very important here. An interesting video is capable of attracting views. The Uplands Allotments could have been better produced. The first slide lasted longer than is necessary, which could have viewers switching off after a few seconds.
Ethical issues detected
As a journalist, it is imperative to maintain vigilance as far as ethical issues are concerned. The competition for search engines’ attention could result in non-audience centred production approaches. Dick highlights the danger of foregoing journalistic imperatives in the pursuit of SEO. However, the dissenting voices see an opportunity for better journalism born out of the need to justify its value and relevance. (Currah, 2009p.78)
Findings, Challenges and Lessons for Future Practice
The first reflection pertains to the fluidity of the SEO in general and VSEO in particular. Search engines expend a lot of effort in concealing some of their secrets. It therefore calls for diligence to maintain up-to-date SEO techniques.
After a week of VSEO implementation there was a slight leap in the views, from 19 to 38. However it was difficult to detect if the approaches have had any impact. This highlights the fact that VSEO is not a happenstance, but rather it is a process.
The progress of the VSEO experiment was tracked on Google analytics. In-page Google Analytics was used for a more focused view of how the vistitors were interacting with the video. The in-page analytics revealed that there had only been only one viewing and a 100% bounce rate (Appendix E). The report was slightly discouraging, yet the positive view was the ability to empirically monitor sections of the website. The process has taught me how to install and use Google’s analytic tools.
The SEO plug-ins were disabled when they caused the site to crash. The conflict could have been caused by the similarities in their names and function. There is therefore a need for a thorough research before one installs a plug-in in order to detect conflicts.
The preceding point makes it imperative to set up measuring approaches. Google Analytics is one such tool, which can present information on how effective the SEO techniques have been. Without these tools it is hard to measure the impact of SEO enhancements.
There are manual activities that need to be done offline. The word of mouth is not to be ignored. Some offline actions could be used as a catalyst or as cure to inertia.
The organic VSEO approaches are encouraged as they last longer. Commercial options can offer a short-term impact and black hat techniques should be shunned.
The value of VSEO can transcend the goal to achieve views and ranking, but can also deliver accessibility. For instance, the technique of imbedding subtitles and captions is good for VSEO as well helpful to viewers with hearing impairments.
The importance of quality content is one of the most important lessons. Well-crafted videos are paramount to attracting the views.
Conclusion
The inability of search engines to read videos makes it imperative to implement VSEO methods. Through a number of procedures the search engines could be made aware of the video content. A successful VSEO exercise should result in higher video viewings on YouTube and other video sharing sites. The effect should also be a significant increase of unique visitors to the website.
The experiment demonstrated that the VSEO is a multifaceted process. It entails what needs to be done both offline and online. Some techniques are automated while some are manual. However the value of these techniques is that they are organic and their impact lasts longer.
The value of VSEO is that it also promotes net etiquette and accessibility. Practices such as imbedding captions and subtitles can be of benefit to people with hearing impairments.
The value of the study is its potential to inform my future practice. I was made aware of the importance of good content. Poorly produced artefacts can negate all VSEO endeavours. It is therefore recommended that content is produced to arrest the attention of the viewer.
The findings in the current experiment will illuminate my practice in the next phase of the project. I intend to adopt broad approach which will encompass diligent use of online and offline techniques. Google analytics will be implemented effectively as a feedback mechanism.
Lastly, however important VSEO is, the object should always be the person not the spiders.
References
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