The Brightcove 3 Interview: Merging Video SEO Technology With Strategy

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In an earlier article we covered Brightcove’s announcement of their new video online video platform – Brightcove 3.  Brightcove’s Senior VP of Marketing and Strategy, Adam Berrey, talks with ReelSEO’s Grant Crowell on the new version’s improved features for Video SEO, their newly-added “Basic” edition for small-to-medium business and emerging media companies, and how their technology has shown itself to be most successful for clients who put a professional video search and SEO strategy behind it.

Video SEO technology enhancements

Adam describes Brightcove 3 as a major new release of their platform. “We’ve reworked every part of the service with a wide range of new features and capabilities,” especially with “implementing video in a website using patterns and strategies that fit much better with a search engine.” He says.

Adam attributes two key components with Brightcove 3 that have gone into improving Video search and SEO: An updated video player framework, and “contextual publishing.”

  • New player framework – this is described by Adam as the first step of the process. It allows for easier building of highly customized video players on the client’s website. Adam explains that this is done through their new Media APIs, which allows the customer to access all of the metadata that they have about a video in Brightcove, and integrate that into the web page. Which leads to the next step…
  • Contextual publishing – this is coined by Adam as Brightcove’s improved means of getting the published video into the context of the website, and surrounded by easily accessible metadata into the actual page.

So how exactly does this benefit their customers? Some examples of this contextual publishing around the video content for SEO purposes are:

  • Dedicated, search-optimized pages for video. Each video can now have its own dedicated page on a website, with its own “clean URL,” that can easily be discoverable and indexed by the search engine. All of your metadata about a video can easily be included into that page.
  • Cross-linking of videos. Clients can now easily pull lists out of the Brightcove system of related videos. This allows the customer to create links between videos and a better sitemap – and for the search engine crawler that can navigate the site, finding the individual videos more effectively and successfully.

Adam assures that all of the other Video SEO functionality in previous versions of Brightcove are kept intact, such as: automated creations of Media RSS (MRSS) feeds of video content, using their API to build a video site map (for use with Google’s own Video Site Map submission program), and an integration with some of the major search engines (such as Blinkx, Yahoo!, and several others) where they index the videos directly off Brightcove’s feed.

3 new editions -one new package for SMB’s

The release of Brightcove 3 also now comes in three versions targeted to different market sizes and needs – Basic, Pro, and Enterprise. Here are some comparison to determine what edition may be best suited for your company.

  • Basic Edition – The SMB solution. The Basic version is targeted for small-to-medium businesses and emerging media companies, which are doing video but not in continually large volume, and who aren’t selling their own advertising but they’re with an ad network, or considering one. “It’s a highly affordable product that gives you all of the rich publishing capability that Brightcove provides, all of the control over your brand, the player experience, the quality of the video and the player.” Says Adam. Some of the limitations of Basic: you don’t get the ability to serve your own ads so you don’t have integration into an ad server, and there are some limits with player customization.
  • Pro Edition – Larger volume, more project and sales management. Adam describes the Pro version is geared at anyone who is doing any kind of large-scale video project.” It could be an established media company with their own ad sales team, and you want to use your own ad trafficking and your own advertising capabilities; or if you’re a larger business and you have higher volume, and you need greater control over the player experience, deeper brand integration, deeper integration into your website, or deeper integration into your production workflow.” Pro is also tiered based on scale, and better suited to companies doing larger volume of video content.
  • Enterprise – multiple accounts in a large media organization. The Enterprise edition is geared towards “conglomerates, multi-divisional organizations.” Says Adam. “Some of the key capabilities in Enterprise as to have accounts across an organization, where the videos are separate in their separate accounts, but you can have shared video libraries across accounts, and you can have aggregated billing into a master billing for an overall organization. So that’s well suited to a large media organization that’s got multiple independent properties, or brands, or channels. Its also well suited to a larger Enterprise that wants to deploy video solutions across a variety of different divisions within the organization, and wants those divisions to be able to operate separately, but roll up into master billing and potential share some video libraries.”

Improved video technology still requires a professional SEO strategy

Even with Brightcove’s latest technology advances for easier and more robust integration and publishing, Adam says that customers using Brightcove, as with any advanced online video platform, need to have their own web development team for their special implementation and marketing needs when it comes to SEO.

On the implementation side, Adam says “it will take some work by your web development team to integrate with the APIs and pull the metadata into the page appropriately, and you have to hook it into your overall strategy.”

On the marketing side, Adam adds that optimizing video content still requires the client to know how to build smart Video SEO strategy, or have an outside company do it for them. “How are they naming and titling videos? How are they building URLs to link to the videos? How dense are they making keywords in the metadata that you associate with the videos? These kinds of things require some planning and some strategizing.”

“Anyone will tell you that there’s no “push-button” solution to SEO.” Says Adam. “Its a pretty fast-moving category and set of technologies. Its not something you can just do once, then sit back and ignore. The search engines are constantly developing their algorithms, and its a pretty-fast moving area. Its why a site like ReelSEO is so valuable, because you have to stay on top if it, and be tuning, integrating, and monitoring, and developing in order to be successful with search engines with your video.”

A full online demo of Brightcove 3’s product sections is now available on their website, along with mini-video interviews with some of Brightcove’s key developers.  A free copy of Brightcove’s white paper, 2008 Video SEO Playbook, is also available for download on their site.


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