Digital Assets Optimization Massimo Burgio SEMstandard 2010 Warsaw Poland

massimo burgio

global search interactive www.globalsearchinteractive.net

SEMPO board of directors www.sempo.org warszawa april 26-27, 2010

digital assets optimization

optimizing digital media for a better marketing performance on search engines and social networks

SEMPO Poland rocks!

Digital Assets Optimization DAO

Social Content Optimization SCO Digital Media Optimization DMO Social

Media Optimization SMO

digital assets what?

Relevant Optimized Content ROC

multimedia

Media Assets Optimization MAO

optimization

Social Media Optimization SMO

social media optimization

on-page tactics /

process of trying to get

one's content more

widely distributed

across multiple social

media networks

Online practices and technologies that users adopt to share content,

opinions, insights, experiences, perspectives, and the same media

Content in social media can take the form of text, graphics, audio, or

video. Several formats can be mixed

Social media sites typically provide users with communication-enabling

technologies and tools such as message boards, forums, podcasts,

bookmarks, communities, wikis, blogs etc.

what is social media?

online media assets: universal search

web pages images maps videos news real time meteo books advertising

search:

restaurant in warsaw mountain bike

online media assets: optimized universal search

universal search: go for the full tail

eye-tracking on google serp BEFORE universal search

eye-tracking on google serp AFTER universal search

universal search: eye tracking

universal search study (germany)

blended results powered by... people!

social search / wisdom of crowd

people helping people finding stuff online collaborative tools

directory building voting & ranking

uploading and posting

sharing & tagging commenting & bookmarking

top SERP for blogs, social networks and real time content

context, freshness, relevancy

after all, social is better than porn

• Social networking sites

• Online collaborative tools

• Photo / video sharing sites

• News aggregators

• Blogs / bloggers’ communities

• Forums / Message boards

• Social bookmarking

• Podcasting / videocasting

social media networks: facebook what?

social media networks: it’s about conversations

Branding Marketing+Promotions Brand Reputation Management Lead Generation Direct Sales Customer Retention Customer Support Business Intelligence Product Innovation Public Relations …

social media strategies: it’s about goals

social media marketing: it’s about resources

social media optimization: focus

text

real time

news

images

copywriting on pages copy on comments copy on ratings/opinions anchor text / links

vanity URLs

RSS feeds

video

maps


text

real time

news

images

keyword-rich tweets status updates blog / forum comments

vanity URLs

RSS feeds

video

maps


text

real time

news

images

optimized press releases tweets (hashtags) status updates

vanity URLs

RSS feeds

video

maps


text

real time

news

images

same as SEO include everywhere create albums and pools good tags and descriptions vanity URLs

RSS feeds

video

maps


text

real time

news

images

name your social profile using branded and non branded keywords – some will turn into vanity URLs vanity URLs

RSS feeds

video

maps


text

real time

news

images

lots of good tips coming up!

vanity URLs

RSS feeds

video

maps

choose the right blogging platform a keyword-rich blog name / URL title of a post before the name of site in title tag always use permalinks adopt heading tags (h1 , h2, h3) for post headings keywords in title, body, anchor text add relevant keywords and descriptions to metatags keep in mind keyword density, proximity, ratio focus on content relevancy use both tags and categories link to authority sites - don’t exceed with outbound links remove dead links link to other posts on your site alt / title attributes on images optimize your RSS feeds avoid duplicate content use a clean code generate a sitemap use a robots.txt file implement Google Analytics claim your blog in Technorati submit both blog and feeds to directories

social media optimization: 22 tips for blog SEO

social media optimization: RSS feeds

Channel info:

<Title> name of your feed channel <Link> URL of your channel's main page <Description> a description of the channel's purpose and content

News (article) info:

<Title> headline you want to display <Link> URL to full news <Description> description of the news item (teaser)


proprietary feed

feedburner.com

simple coding

validate it (feedvalidator.org)

subscribe to your own feeds

don’t forget to ping

CREATE AN OPTIMIZED RSS FEED

well, it’s not really not so simple… <?xml version="1.0" encoding="UTF-8"?> <?xml-stylesheet href="http://feeds.searchenginewatch.com/~d/styles/rss2full.xsl" type="text/xsl" media="screen"?><?xml-

stylesheet href="http://feeds.searchenginewatch.com/~d/styles/itemcontent.css" type="text/css" media="screen"?><rss xmlns:feedburner="http://rssnamespace.org/feedburner/ext/1.0" version="2.0">

<channel> <title>Search Engine Strategies</title> <link>http://blog.searchenginestrategies.com/</link> <description>News and information about the Search Engine Strategies shows produced by Incisive Media and Search Engine Watch.

Keep up on SES!</description> <copyright>Copyright 2008</copyright> <lastBuildDate>Wed, 13 Feb 2008 12:44:46 -0500</lastBuildDate> <generator>http://www.movabletype.org/?v=3.36</generator> <docs>http://blogs.law.harvard.edu/tech/rss</docs>

<atom10:link xmlns:atom10="http://www.w3.org/2005/Atom" rel="self" href="http://feeds.searchenginewatch.com/ses" type="application/rss+xml" />

<feedburner:browserFriendly>A message from the feed publisher: You can also learn more about other ways to subscribe to our feed and all the feeds we have on our Search Engine Watch Newsletters & Web Feeds page. Just copy and paste this URL into your browser: http://searchenginewatch.com/about/article.php/2155721

</feedburner:browserFriendly><item>

<title>SES Updates: London, New York and Hamburg!</title> <description>******************description******************</description> <link>http://feeds.searchenginewatch.com/~r/ses/~3/230356087/05-172559.html</link> <guid isPermaLink="false">http://blog.searchenginestrategies.com/08/02/05-172559.html</guid> <category>Search Engine Strategies</category> <pubDate>Tue, 05 Feb 2008 17:25:59 -0500</pubDate> <feedburner:awareness>http://api.feedburner.com/awareness/1.0/GetItemData?uri=ses&itemurl=http%3A%2F

%2Fblog.searchenginestrategies.com%2F08%2F02%2F05172559.html</feedburner:awareness><feedburner:origLink>http://blog.searchenginestrategies.com/08/02/05-172559.html</feedburner:origLink></item>


CREATE AN OPTIMIZED RSS FEED

SUBMIT BOTH BLOG AND FEEDS TO DIRECTORIES AND ENGINES

Google

Google BlogSearch Ping Service

Yahoo!

DMOZ.org

MSN LiveSearch

Ask.com / Ask.co.uk

MyYahoo! / MyMSN

Technorati

FaganFinder.com

Weblogs.com

blo.gs (Yahoo!)

Blogflux.com (Eatonweb)

Photoblogs.com

Sphere.com

Answers.com

About.com weblogs.about.com

Best Of The Blogs weblogs.botw.org

Guardian Newsblog blogs.guardian.co.uk

Syndic8.com

RSSMicro.com

MillionRSS.com

RSS-Network.com

2RSS.com

RSSHugger.com

Search4RSS.com

FeedFury.com

MyFeedz.com

YourFeeds.com

Topix.net

IceRocket.com

Plazoo.com

Octora.com

StrategicBoard.com

Genwi.com

Fastbuzz.com

Blogdigger.com


let’s review the universal search results

e-shelf strategy / SERP real estate

MAJOR PLAYERS

• YouTube

• MySpace Videos

• Yahoo! Video

• AOL Video (SingingFish)

• Alice Video (DailyMotion)

• Metacafe

• Veoh

• Blip.tv

• Imeen

• ...

VIDEO SEARCH ENGINES

• YouTube

• Google Video

• Google Universal Search

• Yahoo! Video Search

• Blinkx.com

• Daggle.com

• Searchforvideo.com

• TVeyes.com

• Revver.com

• Metacafe.com

• Brightcove.com

• ...

social media optimization: video search

ON SITE VIDEO HOSTING

• complete control on video content

• meta tags and encoded video meta information under control

• search engine targeting through SEO techniques

• bandwidth + disk space costs

• time/material investment to encode videos, create web pages and optimize assets

• video encoding software cost + complexity

3RD PARTIES VIDEO HOSTING

• automatic encoding

• marketing to a larger “captive audience”

• simplified search algorithm

social media optimization: video optimization

TO HOST OR NOT TO HOST?

VIDEO HOSTED ON SITE

• Encode videos in several formats and for high-bandwidth, but always give a low bandwidth option

• Popular formats: MPEG, QuickTime, Real, Windows Media, Divx

• Use relevant keywords and “rich names” for both video files and directories

• Encode video with rich metadata. Use Keyword research tools such as Wordtracker, Google Adwords etc.

• Optimize the web page hosting the video (including text content and, if possible, transcriptione) for better performance in organic and universal results

• Simplify URLs and directory tree. Put the video directory off root if possible. Include a link to video page in footer and sitemap

• Create video RSS feeds (MRSS)

• Submit as much videos ad possible and relative sitemaps/rss to search engines

social media optimization: video optimization


THIRD PARTIES VIDEO HOSTING

• Encode videos with the best possible quality accepted by video sharing sites

• Use watermarks and opening/closing titles to protect your assets and to create branding effect – choose Creative Commons to maximize distribution

• Optimize video submission using good (keyword-rich) titles, descriptions, tags, geo-targeting, links and, if possible, a full text transcription of the video

• Develop a solid link building strategy. Anchor texts are (still) important to Google

• Allow download, share, embed, comments, replies… all social features to maximize distribution

social media optimization: video


• Create buzz, this is what social media is about

• Be creative and sexy – like advertising is supposed to be

• Take advantage of multiple uploading tools like TubeMogul

• Talk about your videos in forums, blogs and social networks

• Take in consideration Social Bookmarking (del.ici.us, Digg, StumbleUpon)

• Include well defined calls to action, and a tracking analysis

• Tell your friends (a lot of them)

• Be interesting: social networking is about linking – and linking is about relevance!

social media optimization: time to market

viral video redistribution: RSS at work

video optimization tips from SEOmoz

online media assets: universal search

web pages images maps videos news real time meteo books advertising

search:

restaurant in warsaw mountain bike

Google grabs data from different sources, usually the most relevant

result for a local search

Get your address right – consistency of address across all sites

Phone numbers – don’t forget about it

Register with Google's Local Business Center – Yahoo's Local Search –

Live/BING Search Local Listing Center

Service and/or product name in business name & description

City name in the business name & description – location close to city

center – reviews, especially good ones

Add photos and videos – coupons are also a good move on local search

social media optimization: google maps

detox clinic SEO

+

from SEO to SMO in 12 steps

+ SEO DETOX clinic a 12-step program

1 - forget your website

2 - forget PageRank

3 - tags are more important than metatags

4 - an image is worth more than 100 words

5 - a video is worth more than 100 images

6 - flash is good (if optimized)

8 - share what you know (social search)

9 - share what you like (social bookmarking)

10 - other people’s content is good too (embed)

11 - do not buy links, generate them

12 - ranking on Technorati is good as ranking on Google

7 - share what you own (RSS)

+

massimo burgio global search interactive / sempo www.globalsearchinteractive.net www.sempo.org [email protected]

thank you! dziekuje!

Digital Assets Optimization Massimo Burgio SEMstandard 2010 Warsaw Poland

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