the art of seo(chapter ten)

Mobile, Local, and Vertical SEO

***The Mobile Landscape***
Mobile site speed：
• Google Page Speed Insights
• Mobi Test from Akamai
• WebPageTest
• W3C’s Mobile OK Checker
other resource:
• 50+ Essential Mobile SEO Resources
• “Mobile Site Audit Checklist”
• “SEO: Mobile Search”
• “Mobile SEO”

***App SEO: Deep Linking and Indexing for Mobile Search***

***Optimizing for Vertical Search***

***Optimizing for Image Search***
According to the aforementioned Searchmetrics study, in 2013, images were displayed 45% of the time in Google SERPs, more frequently than any other blended search elements.
Tips:
• Make sure the image filename or img src string contains your primary keyword.
• Always use the alt attribute for images. This attribute helps the vision-impaired to understand your site, and search engines use it to better understand what your images are about.
•A descriptive caption underneath the image is helpful.
•It is also a good idea to create an image XML sitemap to highlight images you consider particularly important, or to help the search engines find images that might otherwise be difficult for their crawlers to discover.

How to promote your image on social media like pintrest.

***Optimizing for Video/Multimedia Search***
The first component of video search optimization involves improving the
ranking of your video content in Google’s “universal” search results. The second involves improving the ranking of your videos in YouTube (the second largest searchengine).

According to data from comScore qSearch for May 2014, in the United States, Google had 12.5 billion explicit core searches that month, YouTube had 4.0 billion search queries, Microsoft had 3.5 billion searches, and Yahoo! had 1.8 billion.

An analysis of Google Universal Search results by Searchmetrics (June 18, 2014) found that videos appear in 65% of Google searches in the United States. However, 54% of these video results were from YouTube, about 5% were from Vimeo, about 5% were from Dailymotion, and no other video provider got more than about 1%.

Video SEO for YouTube：
1.Conduct keyword research
When conducting keyword research for video SEO, one of the first tools that you should consider using is Google Trends；
Another trending tool to check out is YouTube Trends, which shows you the latest trending videos and topics on YouTube.
2.Optimize your metadata
Title;
Description:
• Accurately describe your video’s actual content (transcript excerpts are ideal) in one or two sentences.
• Describe your channel and link to your channel page.
• Drive viewers to subscribe (so include a subscribe link).
• Link to other episodes or related videos and playlists.
Tags:
• Include a mix of both general and specific tags.
• Use enough tags to thoroughly and accurately describe the video.
• Update catalogue videos’ tags when new search trends emerge.
• Properly format tags to ensure appropriate indexing of your video.
• Include keywords from your title in your video’s tags.
• List tags in order of relevance to the video and try to use the whole 120-character limit.
3.Create custom thumbnails
4.Optimize your annotations:
• Subscribe direct link. Annotate the “subscription confirmation” page to make it easy for viewers to subscribe to your channel.
• Navigation. Highlight your newest video, create a table of contents for long videos,or prompt users to enter a sequential playlist viewing experience (e.g., “Click here for the next video in this series”).
• Calls to action. Drive engagement by inviting viewers to like, comment, or respond to questions. Complement scripted calls to action in the video with textual annotations.
5.Spotlight annotations
6.InVideo Programming annotations
7.Optimize your captions
8.Create and optimize playlists
9.Optimize your channel:
Channel name;
Channel icon;
Channel description;
10.Gain subscribers by promoting your channel
11.Optimize watch time
12.Check YouTube Analytics
13.Leverage paid advertising

***Video SEO for Google***
1.Embed YouTube videos and playlists
2.Use a video distribution service
3.Use a Google video sitemap