Digital Asset Optimization

Optimizing Photos, Videos & Podcasts for

Social & SearchLiana “Li” Evans

SearchCamp Philly – Philadelphia, PAOctober 2009

Twitter: @storyspinner

Liana “Li” Evans

Digital Asset Optimization

• Content is no longer just TEXT on a page• Universal Search has changed the entire Search space• No longer is a results page just 10 blue links• Videos are now playing a prominent role in results• Podcasts landing pages being listed• Videos playing directly in Google search results• Songs playing directly in Yahoo search results• Photos play a huge role!

Google’s Search Results

Yahoo Blended Results

Images!

Images!

So How Do I Optimize Podcasting?Start from the beginning

– Show name • Easy to remember & spell• Secure the domain name (but remember, this doesn’t mean the show

name isn’t taken!)– Episode names

• Title and description for each• Write them before you launch

– Decide whether to transcribe the podcast or just give an abstract the show contents

– Decide how to brand your blog• By show host, name of podcast or content of podcast

Decisions Before You Start

• Decide your keywords for the show before you start• Decide each episode’s keywords prior to show start• Create your album art:

even for non-musical shows, this helps to brand your show and can also be used with universal search in the future

• Investigate which categories fit your show in services like iTunes, Yahoo! Music, Music Match, etc.

• Don’t rely on tag editors, test them before you use them exclusively, sometimes they don’t edit all the tags

• Decide & write the audio tag information beforehand• Optimize your audio tags for each and every episode

Optimizing Audio Tags

Optimizing ID3 Tags

• Title of the Podcast:– Name of the show with the date (mm/dd/yy) and / or name of episode

• Artist:– Host’s Name

• Album:– Name of the podcast

• Year: – Year of podcast release

• Track:– Episode number

• Comments: – List a URL or abstract of show, contact information.

• Genre:– List as Podcast

• Lyrics:– Put your transcripts here!

File Names

• Each episode should have a unique name• Use hyphens as opposed to underscores or “+” signs• Shorten show name + date or episode number.

– example: spanishpdcst-090807.mp3 – utilizing the date– example: spanishpdcst-ep03.mp3 – utilizing the episode #

• This type of naming scheme assists users and directories when listing them in a particular order

Optimize Your Show’s Main Page

Optimize Each Episode Page

Other Optimization Tips• Optimize the main page for the show• Optimize episode page for each episode• Provide a player for visitors who wish to listen on you page

– If possible, list number of plays• Include file size and play time (length)• Use multiple feeds if you provide multiple feed types (mp3,

wav, etc)• Consider adding a transcript – provides keyword rich content

to the page

Feed Submission SitesTell the world about your podcast!

Offer Subscriptions

•Create a feed

•Feedburner works great, give code for each type of chicklet you want

•Validate feed

•Offer different types of subscription services

•Offer subscription via email

Search Engine Feed Submission

Use Sitemaps!

Videos!

Submit to YouTube & Optimize

Don’t Limit Yourself to

Just YouTube!

Utilize TubeMogul

Image Optimization!• File Name• Alt Attribute• Captions• Text Around Photo• On Sharing Sites:

• Title• Tags• Description• GeoLocation

Social Sharing – Photo Sharing

Social Sharing – Photo Sharing

Social Sharing – Photo Sharing

Social Sharing – Photo Sharing

Videos & Images - Local

Summary & Tips• Build & Optimize landing pages for both the show and

episodes• Optimize the audio file’s ID3 tags• Build & Validate RSS files• Submit feeds to search engines• Submit to multiple video shares• Don’t Limit Yourself to YouTube• Share Your Photos!• Promote, Promote, Promote!

Contact

Director of Social Media

SerengetiCommunications.com

LEVANS@SERENGETICOM.COM

SocialConversations.comSearchmarketingGurus.com

lianaevans.com