Vertical search engines

vertical-search-engines-seoexpertum

As you know YouTube is the second most used search engine in the world and that within Google itself there are different types of searches such as images or applications.

In this chapter, we will try to improve the positioning in search engines that deal with other types of content and that can attract high-value traffic to your website.

How to optimize your videos for YouTube?

YouTube is the second search engine in the world with more than 1 billion unique visitors every month, which is a real opportunity to attract quality traffic to your website through videos.

Why is the video important?

For 3 very important reasons:

  1. Improve the user experience
  2. Branding
  3. Help improve the overall SEO of the page
    1. Generating more CTR through rich results in Google
    2. Increasing the conversion
    3. Generating natural links

Improve the user experience

Video is a different way of attracting and maintaining the user’s attention than images and text, with video there is greater immediacy when generating the user’s understanding and generating a feeling, since the amount of information that can be displayed in a second video is a thousand times greater than can be displayed in a text.

This means that a feeling can be generated almost immediately in the user, so almost certainly remain on the page until the video ends.

In MOZ they have done a study during 6 months in which they calculated the difference in the time that a user remains in a post depending on the type of content that he has.

youtube-statistics-2018-seoexpertum

The post with video has an average time on page of 5 minutes and 49 seconds while the post without a video only 4 minutes and 46 seconds.

Improve branding

With video, it is much easier and faster to create an image of what your brand is to the user than with the audio, the image or the text. For your brand, this is very important, since it allows you to show your users the human face of your website, something that they appreciate in a remarkable way.

By creating quality videos, your brand will look much more like a legitimate brand that really strives to do things well and offer great service.

Help improve the overall SEO of the page

In addition to giving you presence in search engines such as Youtube or Vimeo, the video is very beneficial for the general SEO of the page:

1. Generate more CTR through rich results

It is well known that the results enriched in Google have a CTR much higher than the rest of the results; in the case of videos, there are also enriched results.

Including videos on your website with the necessary implementations can significantly improve the number of clicks to those pages.

2. They generate more conversions

This is especially important in e-commerce and that is why it has become so popular to include videos in the descriptions of the products, users rely much more on a store that shows them the products on video, thus increasing the number of sales.

3. Generate natural links

The links are still one of the most important metrics for Google and the videos are not far behind in what has got natural links. In the same MOZ study, the number of links that each post gets depends on its content.

How to improve the SEO of your videos

1. Use Youtube Keyword Tool

There is always a lot of importance in the search of keywords but when it comes to SEO for videos, it is forgotten and it is equally important.

Just as Google has a tool for searching keywords (although now they have replaced it with something that personally does not convince me), YouTube also has its own:

Youtube Keyword Tool

This tool will give us very good information about what is most sought after and what is least sought, and may also choose between exact, phrase or broad match; In addition to choosing between if you want to suggest new keywords or not:

keyword-search-tool-seoexpertum

To search for more keyword ideas we can also use Youtube Suggest, although it will not tell us how many searches each keyword as if it will not give new ideas.

youtube-search-keyword-suggest-seoexpertum

Make sure that the keywords you choose are in:

  • Title of the video
  • Name of the video file
  • Video description
  • Text that surrounds you on your website

To complement this information it is also recommended to use Google Keyword Planner, also having the information on the searches in Google.

2. Optimize video information

As in any other type of SEO optimization, on Youtube it is also necessary to give importance to video metadata since a large part of the positioning on YouTube is based on it.

Title

How in the rest of contents the title is a very important part of a video and with the information that you have obtained of looking for the correct keywords, you will be able to find the perfect title:

  1. Add the keywords in the title
  2. It must not exceed 40 characters when the title exceeds two lines on YouTube, it is cut
  3. Use forms like “How to do …”, “5 tips for …”, etc.

Description

Youtube gives you 5,000 characters to describe your video, so you have a good chance to get a good description. You have to pay special attention to the first 120-150 characters since they will be the ones shown on Google and the short description of the video on YouTube. In these first characters, you must include the keywords you have chosen as well as a link to the page to which you want to direct traffic: your Youtube channel, your website, your Facebook, etc.

To complete the 4800+ characters of the description you can expand the information you gave in the first sentences because although many users do not read it, YouTube does track the entire description to understand as best as possible what your video is about.

Tags

This part is the simplest, use only the labels that really describe your video. Do not over-exploit the use of labels or YouTube will not know what your video is about and will not position everything that it deserves. Jack of all trades, master of none 🙂

Something very interesting is that you can modify the labels of your video depending on the season of the year, optimizing them for seasonal terms with more searches.

3. Add a transcript

One of the most ignored positioning factors of YouTube. Besides being a very important positioning factor in YouTube since it also tracks the text of the transcription, it is very helpful for users with some kind of auditory problem.

When you upload a video there is the option of generating an automatic transcript, but believe me, it has more faults than a triangular wheel.

When you upload the transcript manually it gives you the option to do it in two ways, transcribe and synchronize and upload a file; I personally recommend the first one since it allows you to write what you say in the video where you want it to appear so that it is synchronized only.

4. Create a page on your website where you embed the video

If you upload a video to YouTube, it will be better if the traffic arrives directly to your website instead of YouTube, so the best thing you can do is create a page where you can embed the video that you have uploaded to Youtube.

To have an optimal result you have to follow a series of steps:

Create a unique text for the page

For Google to know that the video one of the things it does is to track the text surrounding the video in search of terms by which to classify the video, the more useful the text is, the better. Do not use the same text as the description of Youtube.

To optimize the page follow the advice we give you in chapter 3 of this guide.

Make it easier to share the video

To make it easier to share the video you have to copy the code that is given to you in the video itself on YouTube

Once you have copied the code you can modify it and get a link from it when it is viralized in the blogs that share it.

Create a Video XML Sitemap

If you want Google to discover the video through your web page instead of via YouTube, it is best to create a Video XML Sitemap and upload it to Google Webmaster Tools. For this, a series of data must be included:

  1. Title of the video
  2. Video description
  3. URL of the page on which the embedded video is located (not the page where the video is hosted)
  4. URL of the video preview image
  5. URL of the page where the video is hosted if Youtube is the URL of the Youtube video

There are many more tags that can be added to the XML Sitemap, Google has a little guide for it.

If you use WordPress you have it easier with these two plugins:

XML Sitemaps generator for video
Preview image generator and code to embed

How to optimize your presentations?

Presentation is a type of content that is underestimated. Publish presentations in portals like Slideshare is a great way to generate different, useful and well-outlined content.

We are going to focus on Slideshare since it is the portal for sharing presentations that have more users and positioning capacity and for the ease it has when embedding a presentation.

How to improve the SEO of your presentations?

As with any type of content that you want to optimize for SEO, you have to follow certain obligatory steps:

1. Find the right keywords

To search for keywords in Slideshare, make a search on the web with the general topic that you are going to try, in this case, it would be «SEO». With the results, we obtain we can get an idea of ​​what are the topics normally treated for SEO. The best will be to attack other issues that have not been discussed yet to increase the chances of highlighting the rest of the presentations.

To find the right keywords, use Google Keyword Planner as if you were looking for keywords for any other type of content.

2. Optimize on-site elements

Title

When you upload a presentation to Slideshare, the «title» field becomes the TITLE tag and the URL

Make sure you include the keywords you have chosen in this field and not choose a title that does not exceed 70 characters.

Description

As with all content, the description is very important. Slideshare allows you up to 3000 characters, but the short description that is in the preview is 140 characters, a description that will also be the meta-description in the code, so it is doubly important. so be sure to include your keywords in those first 140 characters.

Labels

Choose only the labels that really represent your content, do not do as if they were Hashtags and this Instagram.

3. Include links in your presentation

Add some links in your presentation. Although in principle it does not have any SEO value, we do not know if this will change in the future like social signals, so it is better to prevent than to cure 🙂

4. Do not post it until you can share it

In Slideshare if you get that on the first day your presentation has enough shares, it will be published on the cover, so until you have a clear definition of where you are going to share your presentation, do not publish it.

5. Optimize your profile

In Slideshare presentations, you can also optimize the authorship of your presentations you have to synchronize your Google+ account in «account settings> contact information».

Now it only remains that you embed your presentation on your website to make it more accessible to your users and can share it.

How to optimize your applications for the App Store?

The world of applications is growing very fast, perhaps it is the ecosystem that has grown the most in the last 2 years, but what would be the App Store Optimization (ASO) in Spain is not something that is in mind of many SEOs.

We are going to focus on the two most important App Store: Google Play and iTunes.

Google Play Search and Discovery Director, Ankit Jain, says that the vast majority of smartphone application installations are made through Google searches, hence the importance of having a good optimization.

How to improve the ASO of your applications?

How the SEO, the optimization for applications also has internal and external positioning factors, the internals is completely under your control while the external ones depend in large part on how well you move the application and the users.

Onsite Factors

Title

The title of the application is the most important metadata in the ASO, it is the equivalent to the TITLE tag in the HTML of a web, it is the first thing that tells Google what your application is about.

As in a website, the title should be descriptive, contain the keywords for which you want to position the application and have the name of your brand; make sure not to abuse the keywords or in addition to loading your optimization can generate the sensation of being an application of doubtful quality for the user.

Meta Keywords

This field is only available on iTunes. The field of keywords in iOS is 100 characters, it is a very good opportunity to improve your ASO easily, so do not abuse it or Apple will end up having the same reaction as Google and eliminate that field.

  • As in a web page, focus on words with good traffic volume and little competition
  • Use only individual words, Apple combines them alone
  • Do not repeat the keywords that you have already included in the title, leave the keywords field for more secondary words
  • Separate the keywords with commas, do not use spaces

Description

The description of the application should focus on describing in the first two sentences very clearly what the application is about, including the keywords for which you want to position your application, this “introduction” is for which the user will decide whether to enter or not in the app from the app store. It is important that you add a link to your web page (in addition to getting an easy link to your website) to help the user in case you have any questions with your application.

What we might call the second part of the description must be a detailed description that convinces the users to download that application where the technical details and the in-depth functionalities are explained.

Icon

The icon is the first thing a user looks at, although at the SEO level it is not influential, having a simple, attractive icon that the user recognizes will make it enter the application, download it and score it; and that in the end if it affects SEO.

Screenshots

It is important to remember that they do not have to be screenshots, they can be videos, images or graphics that make the user understand what it is for and what your application does.

Just keep in mind that many users do not even read the description of the application but look at the images to understand it, so you should be as descriptive with them as with the description.

Off-site factors

They are the factors that do not depend directly on you, but that is very influential in the ASO of your application.

Ratings

The average score that an application has is the most influential factor in the positioning of an application, in addition to influencing if your application is shown or not among the highlighted, it also greatly influences whether a user downloads it or not.

The one with a good score or not depends on whether your application deserves a good score or not.

Link Building

How in SEO, the link building is very important for the positioning of an application. There are the same types of Link Building techniques as in SEO, and similarly, there are the same type of penalties for an application, if you dedicate yourself to making Link Building as SPAM it may work at the beginning, but Google will end up penalizing you.

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