How does video SEO finally get out of the cradle?

Original author: Shane Snow
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This is my translation of the article. Original article from Shane Snow .

video SEO imagePublishing videos on the web has been fun for many years and videos have taken high places in search engines, at best, in some mysterious way, and at worst they simply crashed. The growth of online video publishing is accelerating faster than ever, and although video SEO seems to be left behind the entire industry, it is finally starting to catch up, thanks to some interesting technologies that we hope will give additional incentives to publishers creating great video content.

As the new year has begun and we are entering the new decade, let us turn our attention to the state of SEO video right now.

Network Video Distribution

Scheme - video volumes in the network
If you are creating a video today, there is no shortage of places where you can post it. Although YouTube remains the dominant player in the industry, Vimeo , , Viddler , Metacafe , and many other sites (most of which are free), split the market. Thanks to these services, you don’t need to create or use your own video player, all the same the load falls on their servers, and not on your own.

Just as there is great competition in the video services arena, the competition between the videos themselves is growing with terrible force. YouTube spokesman Aaron Zamost said: “More than 20 hours of video are uploaded to the site every minute, and about 1,200 years of video are uploaded per year.”

Hundreds of tricks and tricks exist to optimize web pages for search engines, but the video SEO area consists of only a few recommendations and a large number of dances with a tambourine.

“Make clear descriptions and headings, create as many relevant tags as you can. For example, if you created a video that shows how to tie a bow tie, your name should be: “How to tie a bow tie”. This is very important because this is what the target audience probably wanted to learn. Think in images - tie, suit, how to dress stylishly, how to tie a tie, how to tie a bow tie, etc.

It is also important to note that many users who are looking for videos just want to have fun, and may not look for anything specific. So if you have created unique content, think about how the user is most likely to be able to find it. General tags, like “cool video,” can be very effective. ”

Many publishers, however, are concerned about getting links and traffic to their site, not just their YouTube page. Rant Fishkin, director and co-founder of SEOmoz , a multi-million dollar SEO agency , emphasizes the importance of posting videos on your own website and providing a video sitemap for search engines.

“Video search results are often much easier to rank than standard search results, but there are some“ potholes ”that you have to go around,” Fishkin said in his letter.

However, the fact that users "share" their video finds in the form that they post them on their blogs and sites using the embedded (EMBEDDED) code often leads to the fact that the "juice" of links goes to the side (the same YouTube or Metacafe), where the video really lies. A vital part of an SEO strategy is for other sites to link to your site. If people link to your content on YouTube, your site will benefit little (if at all), no “link value” or high position in search engines will shine for you, and this can become an obstacle for web publishers.

New developments

Due to the fact that search engine robots understand only the text itself, they cannot evaluate the quality of the video, the content inside the NGO - only links to it and the content around it, such as the name or tags. People have been struggling with this problem for a long time, and lately there have been several realistic solutions.

Firstly, YouTube now has the ability to put captions on the video. Accompanying captions on top of the video can be attached to a specific frame and users can now search for a specific section of the video by text request.
These signatures can be indexed by search engines, which means that the content of the video itself can now be taken into account when ranking. Although it was originally necessary to create your own signatures, YouTube can now make signatures automatically ! (note lane. Here we are talking about automatic translation of speech into text) But as with any automatic translation, human intervention may be required to eliminate errors of the “machine” in the text.

Creating a description for a video has been common SEO practice in the past, but linking the descriptions to the timeline of the video has definitely become a significant improvement. Another company recently stumbled upon a similar video SEO solution is New York-based SpeakerText". SpeakerText allows you to create the same video signatures as YouTube signatures, but later transfers the SEO power into the hands of publishers within the framework of what they call QuoteLinks.

Simply put, after your video is made by SpeakerTextino ", You can embed it in your website with the transcript attached. Visitors can select a piece of the transcript, copy it and paste it into their own blog or website as a link at that moment in the video in which this signature appears. The link leads to your website not on YouTube. SpeakerText currently works It is only from YouTube, but the company says it plans to provide service to other platforms in the future.

“Every time someone quotes a transcript, it refers back to the original source, which is good for the end user because he can see it in context,” says CEO Matt Mireles, “... and the publisher who posted the video will also be rewarded because it not only directly distributes viral traffic, but also user links create a huge SEO effect for it. "

SpeakerText is free if you create the transcript yourself, and also, you can purchase the decryption service directly on the site and this will cost you half the usual cost of such services. SpeakerText uses the army of "Uzbeks" from Mechanical Turk to decrypt.


So what awaits video SEO next?

Fishkin believes that new platforms such as the iPad and Android Marketplace are of great importance for the future. “I believe that leaving video from the open Internet to closed services (an interesting shift, by the way) can lead to significant consequences in the future,” he said.

Zamos says: “Social elements are playing an increasingly important role in developing new opportunities on YouTube, especially in the area of ​​search.” Taking into account social trends in search algorithms can cause big changes in the entire SEO industry.

No matter what happens next, it’s clear that video SEO is finally starting to catch up with the rest of SEO. For services such as SpeakerText and captions on YouTube, designed to eliminate the problem of the inability to search within video content, it can be assumed that in the future there will probably be automated and more accurate text-based markup systems for videos and possibly, ultimately, the ability to edit videos directly online.

What changes do you expect? Share your thoughts in the comments below.

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